designing customer experiences
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Designing Customer Experiences
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Information and inspiration from:
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Marketing
Communications
Branding
Design
Output of UX (user experience) Intensive
Design strategy
Design research
Information architecture
Interaction design
Design Strategy
Design Research
Information Architecture
Interaction & Interface Design
Products
Services
Experiences
The product is the experience.
The experience is the differentiator.
What is design?
Defining customers
Experience design strategy
What is design?
Design is:
Design is:
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Design is:
Design is:
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Design is:an activity that requires us to develop
empathy for others, which involves a
deep understanding of how people will
interact with something. It is a process
of problem solving that uncovers
obvious flaws as well as hidden truths.
It is a creative activity that generates
things we can react to and helps us
draw conclusions and make decisions.
Defining Customers
Credit: nytimes.com/2008/08/05/science/05apes.html?_r=1
image credit:
image credit: flickr.com/photos/uberculture/1385828839/
Ethnography:Employees and business owners
generally spend time in board rooms,
meeting rooms, offices, studios and
airplanes, not in their customer’s living
rooms.
studying culture, behaviors, motivations, meaning and context
…requiring us to build empathy for our clients’
customers!
Ethnography involves:
Triangulate
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Good research deliverables:
Are clear and straightforwardUse mixed research methods
Tell stories Engage readers
“The effectiveness of a research report is inversely proportional to the
thickness of its binding.”
- Todd Wilkens
Experience Design Strategy
image credit: USPTO
“You press the button, we do the rest.”
- Eastman Kodak Advertising slogan, 1888
Experience design strategy is NOT
Parity to competitors’ products, services, features, benefits or brand
Better quality management
Being the best
Being novel
Brand strategy
“Hmmm..let’s see….What ideas we can take from our competitors?”
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Instead, how can we deliver unique value to meet
the needs an wants of a specific segment of our
clients’ customers?
Product strategytechnology > features > experience
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Product strategy:technology > features > experience
Customer strategy:What users? > tasks, goals, preferences >
behaviors, motivations
play
manage browse
image credit: Apple
“To customers, the only thing that matters is the
experience.”
-Brandon Schauer
What are the characteristics of a good
design strategy?Focuses on what matters to customers the most
Truly differentiates itself
Is invested in and managed
Can be cultivated and nurtured
Good rules to follow:Begin with the experience you want to
design
for, and then identify the components
that will deliver it.
Build prototypes, not products.
Ideas are neither scarce nor fragile.
Plan and stage “wow” experiences over
time.
PersonasTHE SOCIALISTA
Anna, 21, female suburban millennial
• The of use lip balm is ingrained in the Socialista’s daily life — it is an
essential item, along with gum, brush, makeup and perfume. She has
never “left home without it.”
• Because she is a student, she has a modest dispensable income, but price
is not an issue for Anna. She uses Carmex because it works, although she
has also purchased other brands, due to their attractive packaging or
compelling marketing messaging, including Miso Pretty, Dirty Girl and
LaMer.
• Growing up, she's never remembered a time when Carmex wasn't in her
mother's purse or the bathroom cabinet.
• Technology is ubiquitous in her life; she carries a mobile phone as her
means of communicating with her close friends, often multiple times
during the day (texting and calling). She also has a mobile mp3/video
player, and has regular access to the Internet at college, and uses it for
entertainment or social networking. She connects to her friends and
family through Facebook, and texting/talking on her mobile phone. Email
is “old school” to her. It’s used for exactly that: school and school only.
Proofs of concept (concept model)
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Representational (concept) Models
Prototypes
So, we’re already thinking like designers.
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Radisson customer experience
“It’s difficult to do things
that are new, better,
and different. Creating
something new is easy.
Creating something
desirable is difficult. It’s
a feat to create
something new,
compelling and hard to
imitate, and then find a
way to bring it together
and take it to market.”
-Subject to Change
Merholz, Schauer, Verba, Wilkens image credit: netflix.com
The End
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