designing customer experience - cookbook
DESCRIPTION
YOU are the chef in desinging customer experience. Learn the essential cooking tecniques in understanding customer experience, tools to develop strategy and basic research & design skills.TRANSCRIPT
Designing customer experience
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framework & tools
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Customer Journey
Channel
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Customer needs
Business goals
Understand Develop strategy Design experience Measure & monitor
Customer experience
strategy
Customer impact
Business impact
Tools1. Experience labs2. Need finding3. Elevator pitch
4. Customer experience framework5. Prototype 6. Design principles
7. Experience labs as ongoing program
8. Analysis tool such as Google Analytics
1 2 3 4
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Customer needs
Business goals
Customer experience
strategy
Understand Develop strategy Design experience Measure & monitor
Customer impact
Business impact
Tools1. Experience labs2. Need finding3. Elevator pitch
4. Customer experience framework5. Prototype 6. Design principles
7. Experience labs as ongoing program
8. Analysis tool such as Google Analytics
1 2 3 4
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1 Understand > Elevator pitch
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Individual Activity : Write down your elevator pitch (5 min)
Clearly articulate your offering.
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Meet customer for experience labs.It's an open-ended, qualitative one-on-one sessions that capture both strategic and tactical customer insights.
Survey
Market research
Focus group
Usability testing Interviews
Experience labs
Understand > Experience labs
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Benefit: It’s learnable skill.It costs almost nothing if you do by yourself.It’s fast and integrative to design process.Empathy stays with your company.
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See Hear Create
1 Understand > Experience labs
WhoWhat?(tasks / goals)
Why? (motivation)
Where / when?(context)
How?(expectation)
Listen to stories about the user's real experiences and understand them in a deeper way.
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1 Understand > Experience labs
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Individual activity : Experience labs prep (10min)•Write down what (think) you already know about your customer. (assumptions)•Write down areas you need to find out more. (interview objective)
Who are they?Demographic, profile, values
What are goals and tasks?• What are their goal using your product/ services?• What are the key tasks when using your website?
Why?•What is their motivation in using your product / services?•Why are they using web?
When / where? •When do they use your product/ services?•When / where do they use your website?•What do they do before or after using your website?
How?•How do get to know your product? How are they making a decision?•How are they using the web currenlty?•How do they expect using your website to be?
What you want to find out more:1.____________________________2.____________________________3.____________________________
1 Understand > Experience labs
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Who are they?Introduce yourself (job, family...)How would you describe as a...
What are goals and tasks?•What is your goal in using < > •What is the main thing you want to do on < > website?
Why?•What is your motivation in using <kind of product/ service>?•Why are they using web?
When / where? •When do you need < >?•When / where do you use < > web?•What do you do before or after using < > website?
How?•How do you get to know < >? •How are they using the web currently?•How do you expect using < > website?
Useful probes:1. Tell / show me how you usually do?2. What’s most important to you? Why? 3. How do you feel?4. (lots of) why?
Activity in pair : Interview your customer (10 min x 2)•Introduce your product / services using elevator pitch•Ask customers ‘open - ended’ questions using following probes. It’s a user-led conversation, not a questionnaire.
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1 Understand > Needs finding
Info needsfunctional needsemotional needs
GoalKey tasks
Key unmet needs
MotivationExpectation
Context
What you hear / observe
What you infer / synthesize
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Individual Activity : Write down your key insights using this framework. (5 min)
Customer needs
Business goals
Customer experience
strategy
Understand Develop strategy Design experience Measure & monitor
Customer impact
Business impact
Tools1. Experience labs2. Need finding3. Elevator pitch
4. Customer experience framework5. Prototype 6. Design principles
7. Experience labs as ongoing program
8. Analysis tool such as Google Analytics
1 2 3 4
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>?=5(4?"2TK(,"2(&631"Y7`2 Develop strategy
Customer experience strategy is a brief, simple and direct summary of - what the desired experience should be- the change necessary to improve the customer experience
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Customer needs
Business goals
Customer experience
strategy
Understand Develop strategy Design experience Measure & monitor
Customer impact
Business impact
Tools1. Experience labs2. Need finding3. Elevator pitch
4. Customer experience framework5. Prototype 6. Design principles
7. Experience labs as ongoing program
8. Analysis tool such as Google Analytics
1 2 3 4
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3 Experience design > Customer experience framework
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Individual Activity: end-to-end customer experience (10 min) • Draw your customer journey / involved channels using this framework• What is the main role of web? Think about how to optimize the end-to-end experience
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Customer Journey
Channel
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3 Experience design > Prototype
Anyone can prototype. Prototypes can be hand-sketch, powerpoint, or any other format.Prototyping is a thinking tool and facilitate testing.
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3 Experience design > Prototype
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L74&@'(&4(6"17(5?='(Y&42=T43 Experience design > Elements of design
“Design is how is works” Steve Jobs
Visual design Content / language
Structure Function
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3 Experience design > design tips
Visual design Content / language
Structure Function
Set clear visual hierarchy Speak human
Make the grouping obvious
Focus on 1-2 key function
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3 Experience design > Design examples
Set a clear visual hierarchyMake the most important thing big.
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3 Experience design > Design examples
Make the grouping obvious.The less elements there are, the simpler it feels.
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3 Experience design > Design examples
Speak human.Emotions makes it feel simpler.
speakhuman.tumblr.com
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3 Experience design > Design examples
Focus 1-2 key tasks.
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3 Experience design > Design examples
Focus 1-2 key tasks.Ruthlessly!
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Customer needs
Business goals
Customer experience
strategy
Understand Develop strategy Design experience Measure & monitor
Customer impact
Business impact
Tools1. Experience labs2. Need finding3. Elevator pitch
4. Customer experience framework5. Prototype 6. Design principles
7. Experience labs as ongoing program
8. Analysis tool such as Google Analytics
1 2 3 4
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b75(+1&571&=(='K(67=42174 Experience design > Monitor and measure
Based on the key unmet needs identified, set criteria to measure
•Net Promoter Score (Promoter - Detractor)•Website traffic•Number of downloads•Sales
Customer impact
Business impact
•Easy: How easy customers feel to complete their tasks?•Useful: How useful customers found the information / offering useful?•Enjoyble: Is the overall experience pleasant?
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Emotionallysatisfied
Satisfied Dissatisfied
Average Monthly Spend
Source: Gallup Global Customer Engagement Survey (Retail Banking) 2005
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Source: Gallup Global Customer Engagement Survey (Retail Banking) 200544
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