zoom out for customer centricity
Post on 21-Oct-2014
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DESCRIPTION
Presentation for 7th IQPC Customer Experience Managers conference held in May 2014 (http://www.customerexperienceevent.com.au/SpeakerInfo.aspx?tp_spkid=90144). Covered: Putting the customer’s environmental needs and goals at the core of your product strategy Properly understanding where your product sits in the customer’s world Identify opportunities for innovation through empathy rather than measurement Use customer data to futurecast possibilities through synthesisTRANSCRIPT
Zooming Out for Customer Centricity
Owen HoddaCustomer Experience Design Lead@owenhodda
Customers do not want your product
but they will pay for the solution you are offering…
Step back from your product and actually understand the customer
In order to properly understand the solution you offer
Putting the customer’s environmental needs and goals at the core of your product strategy
Designing for success means knowing what the idealcustomer experience is
Seek understanding over knowledge
Seek to understand the customer’s perceptions of your product
Opinions, perceptions, misunderstandings, biases etc are more useful to you than use metrics
Properly understand where your product sits in the customer’s world
Understanding that the majority of what influencesa customer’s experience is beyond our control
Deliver value to people, not deliver people to systems“ ”
J. Thackara
Questions over answers
• Divergent/Active research before quantification
• Understanding over knowledge
Discover Define Develop Deliver
Identify opportunities for innovation through empathy rather than measurement
Solve problems you didn’t know customers hadSolve problems customers didn’t know they had
Zooming out from our immediate interactions can reveal opportunities not previously visible
• Why are people not using your product
• In what strange ways are people using your product?
• Understand customers perceptions, blind spots, biases
Use customer data to futurecast possibilities through synthesis
How can we use this insight to design for the future?
Analysis tell you how things are, at least in theory, whereas synthesis suggests how things could be“
”D. Hill
Look for patterns and antipatterns in your data
Look for patterns and antipatterns in your data
• You are looking for the unknown unknowns
Step back from your product and actually understand the customer
• Empathy over measurement• Truth over solutions• Questions over answers• Understanding over knowledge
Thank You
Owen HoddaCustomer Experience Design Lead@owenhodda
References
• Original diagram adapted from N Savio & J Braiterman – “Design Sketch: The Context of Mobile Interaction (http://www.giantant.com/output/mobile_context_model.pdf)
• J. Thackara – “In the Bubble: Designing in a Complex World”, MIT Press
• D. Hill – “Dark Matter and Trojan Horses”, Strelka
• Powers of Ten image under Creative Commons license via C Williams – (http://www.flickr.com/photos/carolynwill/5176958714/in/photostream/)
• Dataplex Image vi R. Ikeda – “Dataplex” – (ryojiikeda.com)