TEACHING UNIT 1. THE NEW DIGITAL CUSTOMER
1. Transformation of the digital environment
2. New generation of consumers
3. Digital trends (omnichannel, information overload, immersive experiences, etc.)
TEACHING UNIT 2. CUSTOMER EXPERIENCE DIAGNOSTICS
1. Introduction to the Customer Journey
2. Phases of the Customer Experience
3. Suggestions for Improvement
4. Tools for Creating a Customer Journey
5. Trends
6. Introduction to the Buyer Persona
7. How to Create Your Buyer Persona
8. Tools
9. Analysis and Mapping of Touchpoints
10. Identifying MOTs (Moments of Truth)
LEARNING UNIT 3. DIGITAL STRATEGY DESIGN
1. Global digital transformation strategies, by stages and functions, spin-offs
2. Business-to-consumer and business-to-client: collaborative development of offerings, collaborative brand communication, collaborative innovation, social media…
3. Work Model in a Digital Environment
4. Approaches: Mobile First, Lean Startup, Growth Hacking
TEACHING UNIT 4. DESIGN AND INNOVATION OF CUSTOMER EXPERIENCES
1. Concept, Areas of Application, and Potential Benefits of Design Thinking
2. Tools for Generating and Combining Ideas
3. Design Thinking Methodology (I) (Stakeholder Map, Cognitive Immersion, Constructive Interaction, Mind Map, Mood Board, Covert Observation, Interviews, SCAMPER, Empathic Visualization…)
4. Design Thinking Methodology (II): Card Sorting, Prototypes, Offering Map, Reactivation Activities, Brainstorming, Storytelling, Brainwriting…)
5. Design Thinking Methodology (III): Motivation Matrix, Role Play, Storyboard…)
