Video: Digital transformation explained
"We see in order to move; we move in order to see."
— -- William Gibson
Movement is the ultimate status symbol[1].
I argue that movement is closely related to success, well being and even life itself but that most every day experiences take people out of their flow and bring them to a standstill (e.g., retail check-out[2] and hospitality check-in lines, medical waiting rooms, highway toll booths, etc.). This enables the provider to "serve" them in a way that maximizes its own scalability and profitability rather than the customers' satisfaction or success.
Read also: 10 technologies leading digital transformation in retail[3]
Continuous Motion Design, Brought to you by Amazon Go
Figure-1 shows a simple experience based on this static queue model. All of the experiences discussed above follow this model. It has three process steps where a single customer is served while others wait their turn. Once the customer has been served they are discharged or set free to go on with their business. Finally, the next in line takes his or her place to be served. This repeats for all customers in line.
Read also: What is digital transformation? Everything you need to know[4]
Figure 1 - The Queue
Thankfully a growing number of organizations are realizing that waiting in line does not make for a great customer experience. And since more and more businesses understand the importance of experience for customer satisfaction, retention and purchasing frequency, some are rethinking the dominant paradigm and are bringing movement back. Amazon Go[5] in retail grocery, Virginia Mason Medical Cente[6]r in healthcare,