Experience Design (english) #HSGStGallen

@BennoLoewenberg

EXPERIENCE DESIGN

ST. GALLEN UNIVERSITY NOVEMBER 2, 2016

@BENNOLOEWENBERG

Source: Ana Domp

Where is the emergency room ?

(»Urgencias«)

@BennoLoewenberg

CLOSE YOUR EYES …

… think about the last time you had a remarkably good experience with a product or service.

What made it so great ?

@BennoLoewenberg

BUSINESS MARKETCUSTOMERPRODUCT CX

Graphic: Benno Loewenberg

Context & Focus

Value & interactions

@BennoLoewenberg

»DON’T BUILD A PRODUCT BUILD A TRANSLATOR «

@BennoLoewenberg

PRODUCT-MARKET-FIT

Product optimization and development of services that enhance product usefulness and attractiveness to gain or sustain competitive edge and value.

& Service-Customer-Fit

@BennoLoewenberg @BennoLoewenberg

STRATEGIC DESIGN

Turning complex contents and functions into understandable, usable and appealing solutions.

Shaping the details, that are most crucial for success.

@BennoLoewenberg

Effectively solving business problems by design that makes peoples lives and work easier.

BUSINESS FACILIATION

@BennoLoewenberg

»YOU CANNOT DESIGN EXPERIENCES«

@BennoLoewenberg

DESIGN FOR EXPERIENCES

You can support good experiences by providing service through solutions designed to make customers feel smarter and to keep their flow.

@BennoLoewenberg

NICE TO HAVE ?

Design and services have long been regarded as commodities in which is wasn’t worth investing.

Now there is an increasing need to gain capability of being differentiated and to meet customer expectations through design.

@BennoLoewenberg

INTEGRAL PART !

Rather than just visual decoration, design is creative problem solving baked in right from the beginning to strategically shape solutions.

@BennoLoewenberg

XD

@BennoLoewenberg

EXPERIENCE DESIGN (XD)

Shaping products, services, product-service-systems (PSS), journeys across multiple channels, environments and events, that contribute positively to the human experience in a broader context (aka »life«).

It combines expertise and methods from many fields:

@BennoLoewenberg

XD SD

@BennoLoewenberg

SERVICE DESIGN (SD)

Shaping service offerings around customers to provide value e. g. by improving products to meet increased customer expectations or by making the changes driven by digitalization customer friendly.

@BennoLoewenberg

XD SD CX

@BennoLoewenberg

CUSTOMER EXPERIENCE (CX)

Shaping the interactions between a customer and a business during their commercial relationship (incl. the sales funnel).

@BennoLoewenberg

XD SD CX UX

@BennoLoewenberg

USER EXPERIENCE (UX)

Shaping contents und functions to provide value for the context in which a (digital) touch point of a product or service is used.

@BennoLoewenberg

XD SD CX UX U

@BennoLoewenberg

USABILITY (U)

Shaping e. g. user interfaces for they become usable and understandable.

@BennoLoewenberg

XD SD CX UX U UI

@BennoLoewenberg

USER INTERFACE (UI) DESIGN

Designing (digital) user interfaces visually and/or acoustically.

Based on the affordances of all before mentioned areas of expertise !

@BennoLoewenberg

»BETTER DESIGN = BETTER BUSINESS«

Source: Benno Loewenberg aft. Thomas J. Watson Jr.

@BennoLoewenberg

CUSTOMER CENTRICITY

Focus on those you want to make money with.

All parts of your business need to contribute to that. Together. All the time.

USER PERSPECTIVE

1. What is this ?

2. Do I trust you ?

3. What are you offering me ?

4. How do I get it ? (IF it passed the ›moment of truth‹ positively)

Source: Seth Godin

@BennoLoewenberg

CUSTOMER: DESIRABLITY

BUSINESS: VIALBILITY

TECHNOLOGY: FEASIBILITY

@BennoLoewenberg

DO THEY WANT THIS ?

SHOULD WE DO THIS ?

CAN WE DO THIS ?

Most valuable design

@BennoLoewenberg

$ 10.000

$ 17.500

Jun. 2003 Dec. 2013

S&P INDEX

DESIGN VALUE INDEX

$ 39.900

228%

Graphic: DMI – Design Value Index

@BennoLoewenberg

28 %

CX Laggards

72 %

S&P 500

Cum

ulat

ive

Tota

l Ret

urn

200

7 –

2014

108 %

CX Leaders

Source: Watermark CX ROI / Forrster CX Index

@BennoLoewenberg

VALUE CALCULATOR

VALUE

Source: SAP – UX Value Calculator

@BennoLoewenberg

»SUFFERING FROM FEATURITIS AND USER BLINDNESS«

@BennoLoewenberg Source: Sam Weller

Bloated feature sets

render things unusable

@BennoLoewenberg Source: CultOfMac

Refocus on basic needs

& actual usage context

@BennoLoewenberg

DON’T LOVE THE SOLUTION

»Success is not delivering a feature; success is learning how to solve the customers problem«

Source: Mark Cook

@BennoLoewenberg Source: Benno Loewenberg

Instead extending a feature

beyond actual usage …


… integrating solutions

customers really need

@BennoLoewenberg

THE USER PERSPECTIVE COUNTS

»Talk to your users – build and test for actual users and for real context of use« (friends, family and colleagues are not your users)

@BennoLoewenberg

Once a game changer …

@BennoLoewenberg

… now coming up with such

@BennoLoewenberg

DETAILS MAKE OR BREAK IT

»The details are not the details. They make the design «

»Good design makes a product understandable and is thorough down to the last detail «

Source: Charles Eames & Dieter Rams


Insufficient data transfer

from online to hotel

forces repetition

Source: Benno Loewenberg


Crappy pens can deteriorate

an entire service experience

@BennoLoewenberg

EDGE CASES ARE THE NORM

»Real customers often struggle with ›simple‹ details; your solution must cover those scenarios or it will fail for them most of the time.«

@BennoLoewenberg

excellent physical design

+ poorly designed software

= very limited product use


Marketing campaign fail:

extremely bad entry forms

and no response at all

@BennoLoewenberg

AVARENESS

One of the main reasons why products or services and startups fail is not knowing the own customers. (no market need, poor solution, ignored customers)

Source: CBinsights et. al.

@BennoLoewenberg

ATTITUDE

The customer is not disturbing us in our work. It is all about him.

The customer does not depend on us. We are depending on him.

Source: Aristide Boucicaut

Customer-centricity lead to

multi-million francs success

already 150 years ago !

@BennoLoewenberg Source: Victor Papanek

@BennoLoewenberg

»A BAD SERVICE DIGITALISED, STILL IS A BAD SERVICE«

Source: Benno Loewenberg aft. Andreas Koch

@BennoLoewenberg Source: Ted Goff

@BennoLoewenberg Source: dpa

@BennoLoewenberg

Design is a cost.

To leverage design successfully in tech, don’t spray design on at the end.

B E G I N N I N G M I D D L E E N D

D E S I G N AT T H E V E R Y E N D( o r “ C O S M E T I C S U R G E R Y ” )

D E S I G N A S “ B A K E D - I N ”

$

$ $ $ $

DES I GN

Start with design, rather than just end with it. an investment.

Source: @kpcb @johnmaeda @wsj #DesignInTechhttp://blogs.wsj.com/accelerators/2014/02/21/john-maeda-three-principles-for-using-design-successfully/

13

Source: John Maeda

@BennoLoewenberg

DESIGN SKILLS

Big tech companies and consultancies acquire complete design agencies at large scale, set customer-centricity as top priority, and establish their own set of tools and methods for it.

@BennoLoewenberg Source: John Deere – InSight

From tractors to

360° farming services

@BennoLoewenberg

BEISPIEL

Source: Benno LoewenbergSource: Wired – Disney MagicBand

Personalised services

as playful experience

@BennoLoewenberg Source: atlassian

Replacing middle management

with the help of digital tools

@BennoLoewenberg Source: Slashgear

First successful of its kind

because delivering use

through contents

@BennoLoewenberg

AirBnB, Alibaba,

Facebook, Uber are digital

service platforms

Source: St. Galler Tagblatt Nov. 2. 2016

@BennoLoewenberg

PERCEPTION SHIFT

Products become physical instances of services.

@BennoLoewenberg

»DON’T MAKE CUSTOMERS HAPPY, MAKE HAPPY CUSTOMERS«

Source: Dharmesh Shah

@BennoLoewenberg

EXPERIENCED DESIGN

Look at your customers ›needs‹ rather than their ›wants‹.

Knowledge needed about what and how to shape for supporting excellent customer experiences.

@BennoLoewenberg

CUSTOMER EFFORD

Company Customer


WORK (E. G. CONGNITIVE LOAD)

@BennoLoewenberg

CUSTOMER EFFORD

Company Customer


WORK (E. G. CONGNITIVE LOAD)

Customer willingness

to use product

Source: Corey Stern

COMPONENTS A multi-disciplinary,

holistic approach

@BennoLoewenberg

BEYOND SILOS

It is about customer value: and many expertises are needed to address and serve this successfully.

Therefore a multi-disciplinary approach across all departments is needed.

@BennoLoewenberg

Only possible, when ALL

departments work together

@BennoLoewenberg

THE RIGHT MIND-SET-UP

+ Innovation comes from anywhere

+ Focus on the customer

+ Ship and iterate (don’t die in perfection)

+ Give employees 20 percent time (tinkering fosters ideation)

+ Default to open processes

+ Have a mission that matters (as overall guideline)

Source: Google – Core Principles of Innovation

@BennoLoewenberg

»TO DESIGN SIMPLY YOU NEED TO UNDERSTAND DEEPLY«

Source: unknown

@BennoLoewenberg

DESIGN THINKING

A way to realize innovation. It`s all about human centered-ness, hands-on approach, iteration and learning.

Especially suitable for establishing new business models, idea-boost from outside, challenging current structures and developing new product and service prototypes.

Source: Design Thinking @ University of St. Gallen

UNDERSTAND IDEATEDEFINE PROTOTYPE VALIDATE


Method Phases

DIVERGE

DIVERGE

CONVERGE

DIVERGE CONVERGE


Phases as Microcyle

Source: Design Thinking @ University of St. Gallen

LAUNCHIDEATE

BUILD

LEARN

3

2

1

4

Product Cycle

Animated overview here:

http://j.mp/2dDb4RY


MEASUREIDEATE

BUILD

LEARN

3

2

4

1

Established use of

Design Thinking

& Lean Startup

Animated overview here:

http://j.mp/2dDb4RY


@BennoLoewenberg

DESIGN DOING

Turning design thinking into real solutions with the help of experience and service design.

Becoming a design-driven company by making the mind-set, processes and tools part of the company culture.

@BennoLoewenberg Source: NNGroup – UX Maturity Model

CUSTOMER-DRIVEN CORPORATION

INITIAL (0)

PROFESSIONAL DISCIPLINE

MANAGED

INTEGRATED UX

DEDICATED BUGET

SYSTEMATIC PROCESS

CORPORATE COMMITMENT

@BennoLoewenberg

»INSIGHT ABOUT USERS IS NOT A NUISANCE, IT’S A STRATEGIC OPPORTUNITY.«

Source: Scott Berkun

@BennoLoewenberg

CUSTOMER JOURNEY MAP

Diagramming the elements of a customer experience path from the customer’s point of view.

The area of interest and intended use of the CJM determines what is included:

@BennoLoewenberg

EXPERIENCE MAP

Including the emotional state of a human in the context of his wider life, to analyse his general experience.

For analysing the actual state to reveal insights by identifying threats and opportunities.

@BennoLoewenberg Source: …Source: Effective UI

@BennoLoewenberg Source: …Source: Jim Tincher

@BennoLoewenberg

SERVICE BLUEPRINT

With layers added for the business side behind the touch points, that is invisible to the customer.

Suitable for diagnosis, improvement and management of existing as well as for envisioning and planning of future service offerings.

@BennoLoewenberg Source: Brandon Shauer

@BennoLoewenberg Source: …Source: Andy Polaine

@BennoLoewenberg

APPLICATION

CJM is a tool to communicate (strategic) insights and ideas for common understanding and decision making.

It helps determining what to measure and analyse as well as what actions need to be taken in order to put an appropriate solution into real.

@BennoLoewenberg

»EXPERIENCE DESIGN IS A FULL-CONTACT SPORT«

Source: James Kalbach

@BennoLoewenberg

PUT ONESELF IN THE CLIENT

Avoid stupid ideas and bad customer experiences through taking the user’s perspective and his context into account.

@BennoLoewenberg

ALL IN THE SAME BOAT

Since customers do not care about inner structures of companies and regard every outcome as from one entity (the brand), all departments have to work together for successful outcome.

@BennoLoewenberg

TAKING THE PULSE

Any experience design measure never is a one-off ! The value lies in using e. g. CJMs repeatingly to adjust to the changing business conditions.

@BennoLoewenberg

»THEY DON’T WANT A ¼” DRILL, THEY WANT A ¼” HOLE«

Source: Benno Loewenberg aft. Theodore Levitt

@BennoLoewenberg

CRUICIAL SUCCESS FACTOR

+ Experience Design is Customer Service

+ Experience Design is Product Quality

+ Experience Design is Branding

+ Experience Design is Trust

It is a means for business to stay viable !

@BennoLoewenberg

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Experience Design (english) #HSGStGallen

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