IMPROVE PRODUCTS THROUGH

CUSTOMER EXPERIENCE DESIGN

PRODUCTIZED CONFERENCE 2015

ERIK ROSCAM ABBING | MARIT COEHOORN

ZILVER INNOVATION

GOOOOOOOOD MORNING!!!! :-)

WHAT YOU CAME HERE FOR…

http://www.productized.co/

ABOUT YOU.

• who are you?

• what do you do?

• what brought you here?

• what positive experience did

you have on the way here?

SO, WHO ARE YOU?

• product manager?

• product designer?

• ux/ui designer?

• software engineer?

• customer experience designer?

• product marketeer?

ABOUT US.

• who are we?

• what do we do?

• what brought us here?

• what positive experience did

we have on the way here?

WHAT TO EXPECT FROM THIS MORNING.3 insights, 2 cases, 3 exercises.

WHAT IS CUSTOMER EXPERIENCE DESIGN?

design & innovation approached from

an holistic customer perspective.

THE WHY

WHY IS CUSTOMER EXPERIENCE

DESIGN IMPORTANT?

DRILL.

INNOVATION OF THE DRILL.

?

DOES THIS REALLY STILL ADD VALUE?

BROADEN THE SCOPE.

upgradesadditional products

ease of useenergy usage

surroundings

…

…

…

…

…… charging

storing

BROADEN THE SCOPE.

YOURPRODUCT

additional products

context of use required resources

related activitiesother journey steps

….…

SO, WHY IS CUSTOMER EXPERIENCE DESIGN IMPORTANT?

From a customer perspective,

an (isolated) product is only

part of the answer.

Broaden the scope.

INSIGHT #1

ZILVER-CASE #1

EUROPCAR EXPERIENCE JOURNEY

EXERCISE #1

BROADEN THE SCOPE

3 products to choose from…

television bicycle lawnmower

10 minutes to broaden the scope 1 minute per group to present results & insights

television bicycle lawnmower

but wait…

there’s another reason why customer

experience design is important.

“People don’t want to buy a quarter-inch drill.

They want a quarter-inch hole.” Theodore Levitt, Harvard marketing professor

DRILL.

HOLE?

PHOTO ON A WALL.

MEMORY.

HOW DID WE GET FROM DRILLS TO MEMORIES?

We kept asking why.

We kept exploring our customer’s outcomes.something you want to

be able to do or feel.

THE SEMANTICS OF OUTCOMES.• an outcome is something you want to be able to do or feel.

• CD > spotify: “I want to listen to my music anywhere, anytime”

• Post > email: “I want to reach my grandmother instantly”

THE SEMANTICS OF OUTCOMES.

outcome (implicit, not product-related):

“I want to be reminded of the good times.”

needs (explicit, product-related):

“I need a drill.”

DEEPEN THE OUTCOMES.YOUR

PRODUCT

why…

why…

why…

why…

DEEPEN THE OUTCOMES.YOUR

PRODUCTown a drill

make a hole

hang a photo

keep a memory

SO, WHY IS CUSTOMER EXPERIENCE DESIGN IMPORTANT? (PART 2)

From a customer perspective, the product is

never the end goal.

Explore the outcomes.

INSIGHT #2

ZILVER-CASE #2

ATAG KITCHEN EXPERIENCE

EXERCISE #2

EXPLORE THE OUTCOMES.

3 products to choose from…

television bicycle lawnmower

10 minutes to explore the outcomes 1 minute per group to present the ‘ladder’ of outcomes and

alternatives you discovered

television bicycle lawnmower

BY COMBINING THESE TWO INSIGHTS:

Explore the outcomes.

INSIGHT #2

Broaden the scope.

INSIGHT #1

CUSTOMER EXPERIENCE MATRIX.YOUR

PRODUCT

WHY

WHY

WHY

WHATMORE

WHATMORE

WHATMORE

WHATMORE

WHATMORE

WHATMORE

deeper outcomes

broadened scope

broadened scope

CUSTOMER EXPERIENCE MATRIX.

#1

broaden

the scope

YOURPRODUCT

#2

deepen

the outcomes

How have other innovators done it…

YOURPRODUCT

WHY

WHY

WHY

WHATMORE

WHATMORE

WHATMORE

WHATMORE

WHATMORE

WHATMORE

deeper outcomes

broadened scope

broadened scope

YOURPRODUCT

WHY

WHY

WHY

WHATMORE

WHATMORE

WHATMORE

WHATMORE

WHATMORE

WHATMORE

deeper outcomes

broadened scope

broadened scope

YOURPRODUCT

WHY

WHY

WHY

WHATMORE

WHATMORE

WHATMORE

WHATMORE

WHATMORE

WHATMORE

deeper outcomes

broadened scope

broadened scope

YOURPRODUCT

WHY

WHY

WHY

WHATMORE

WHATMORE

WHATMORE

WHATMORE

WHATMORE

WHATMORE

deeper outcomes

broadened scope

broadened scope

SO WHY CUSTOMER EXPERIENCE DESIGN?

Because:

#1 an (isolated) product is never the complete answer.

#2 there are deeper outcomes your customer wants to achieve.

customer experience design gives you a broader and deeper

innovation scope.

discussion:

HOW CAN YOU APPLY THE LEARNINGS FROM

NESPRESSO, TESLA, NETFLIX & NIKE IN YOUR

COMPANY?

COFFEE BREAK ;-)

THE HOW.

HOW CAN WE INNOVATE & DESIGN

FOR CUSTOMER EXPERIENCE?

4 EXPERIENCE INNOVATION CAPABILITIES:• How can we understand what our customers really want?

• How can we find the focus that fits our brand & strategy?

• How can we design the right solutions for these outcomes?

• How can we implement the solutions smoothly?

UNDERSTAND

FOCUS

DESIGN

IMPLEMENT

Use the 4-leaf clover to design for customer experiences.

INSIGHT #3

EXERCISE #3

USING THE 4-LEAF-CLOVER-MODEL

discussion:

HOW DID IT GO?

DID THE TOOLS WORK?

DID YOU GET GOOD IDEAS?

discussion:

HOW CAN WE HELP YOU APPLY

THIS ON MONDAY?

BROADEN THE JOURNEY.

EXPLORE THE OUTCOMES.

USE THE 4-LEAF CLOVER MODEL.

THANK YOU :)