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Creating
Customer Experience
Design
@codyl // modeeffect.com // #dsd14
Cody Landefeld
Managing Director at Mode Effect
!
12+ YEARS IN DESIGN/WEB
@codyl // modeeffect.com // #dsd14
User Experience is not
just for design.
It’s for customers.
@codyl // modeeffect.com // #dsd14
5 Benchmarks for effective
Customer Experience Design
@codyl // modeeffect.com // #dsd14
1. Consistency
User-friendly interfaces with style and
appearance. Define a set of standards for
product and service “consi...
Challenges
• Responsive / Adaptive Design (Defining the
right approach depending on data/content)

• Following aesthetic tr...
2. Observation
Frame the experience design in context with
of your customers’ actual goals. Asking what
they want isn’t al...
Challenges
• Scope is too small for actual/effective
testing.

• Client is unwilling to trust us to provide the

right app...
3. Storytelling
Create better imageries, emotions, and
understanding through sharing of stories
with your customer communi...
Challenges
• Relating user experience guidance with
stories.

• Content. NEED more content!
@codyl // modeeffect.com // #d...
3. Expectation Effect
Expectations affect perceptions and behavior.
Expectation management should be a
key component of th...
Challenges
• Developing clearer goals for users.

• Spending more time to create more guided

paths in the User Experience...
4. Exposure Effect
Find the best stimuli to repeatedly present.
The strongest types of stimuli to consider are
photos and ...
Challenges
• Defining the scope and content your
customer needs.

• AGAIN! Content. NEED more content!
@codyl // modeeffect...
5. Hick’s Law
The time required for a customer to make a
decision is a direct function of the number
of available choices....
What did we learn?

1. 5 Benchmarks for Customer Experience 

Design.
2. Challenges we face when working with 

clients.
3...
What are we missing?
@codyl // modeeffect.com // #dsd14
A few resources…

• Why User Experience Cannot Be Designed

• Empathy Requires Experience
@codyl // modeeffect.com // #dsd...
Thanks.
!
Visit modeeffect.com for articles and
good UX stuff.
@codyl // modeeffect.com // #dsd14
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Digital summit denver creating customer experience design

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These are the slides from my presentation at Digital Summit in Denver 2014. I presented on User Experience and Marketing as they combine for creating "Customer Experience Design."

Published in: Marketing, Business, Technology
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Transcript of "Digital summit denver creating customer experience design"

  1. 1. Creating Customer Experience Design @codyl // modeeffect.com // #dsd14
  2. 2. Cody Landefeld Managing Director at Mode Effect ! 12+ YEARS IN DESIGN/WEB @codyl // modeeffect.com // #dsd14
  3. 3. User Experience is not just for design. It’s for customers. @codyl // modeeffect.com // #dsd14
  4. 4. 5 Benchmarks for effective Customer Experience Design @codyl // modeeffect.com // #dsd14
  5. 5. 1. Consistency User-friendly interfaces with style and appearance. Define a set of standards for product and service “consistency.” @codyl // modeeffect.com // #dsd14
  6. 6. Challenges • Responsive / Adaptive Design (Defining the right approach depending on data/content)
 • Following aesthetic trends (flat design marks challenges on conversion elements) @codyl // modeeffect.com // #dsd14
  7. 7. 2. Observation Frame the experience design in context with of your customers’ actual goals. Asking what they want isn’t always helpful. @codyl // modeeffect.com // #dsd14
  8. 8. Challenges • Scope is too small for actual/effective testing.
 • Client is unwilling to trust us to provide the
 right approach. @codyl // modeeffect.com // #dsd14
  9. 9. 3. Storytelling Create better imageries, emotions, and understanding through sharing of stories with your customer communities. @codyl // modeeffect.com // #dsd14
  10. 10. Challenges • Relating user experience guidance with stories.
 • Content. NEED more content! @codyl // modeeffect.com // #dsd14
  11. 11. 3. Expectation Effect Expectations affect perceptions and behavior. Expectation management should be a key component of the design process. @codyl // modeeffect.com // #dsd14
  12. 12. Challenges • Developing clearer goals for users.
 • Spending more time to create more guided
 paths in the User Experience process. @codyl // modeeffect.com // #dsd14
  13. 13. 4. Exposure Effect Find the best stimuli to repeatedly present. The strongest types of stimuli to consider are photos and meaningful phrases. @codyl // modeeffect.com // #dsd14
  14. 14. Challenges • Defining the scope and content your customer needs.
 • AGAIN! Content. NEED more content! @codyl // modeeffect.com // #dsd14
  15. 15. 5. Hick’s Law The time required for a customer to make a decision is a direct function of the number of available choices. @codyl // modeeffect.com // #dsd14
  16. 16. What did we learn?
 1. 5 Benchmarks for Customer Experience 
 Design. 2. Challenges we face when working with 
 clients. 3. User Experience is essential to 
 conversion. ! @codyl // modeeffect.com // #dsd14
  17. 17. What are we missing? @codyl // modeeffect.com // #dsd14
  18. 18. A few resources…
 • Why User Experience Cannot Be Designed
 • Empathy Requires Experience @codyl // modeeffect.com // #dsd14
  19. 19. Thanks. ! Visit modeeffect.com for articles and good UX stuff. @codyl // modeeffect.com // #dsd14
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