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

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image credit:

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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

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“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

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“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