Experience design is about understanding how customers experience a company's products, services, and brand over time through their interactions and context. It sees all design as part of a larger system of experiences aimed at ongoing customer engagement. Good experience design considers the customer journey from awareness to ongoing use and ensures coherence across interactions. It translates a company's purpose and brand into real customer value through products and services that meet customer needs and expectations.
59. 59
This means that you
need more than just a killer product.
Remember...
60. 60
Design decisions for any product or
service need to be considered in
context of the overall experience the
customer has with the business.
61. 61
Experience design is the perspective
that any and all design is part of a
larger system of experiences.
62. Experience design sees the end-goal
for these systems of experience being
ongoing engagement.
62
63. Products
Services
Solutions
Customer’s
context &
interactions
Time
Experience =
—
63
Well-crafted, based on unders tand ing
of cu stomer context
Brand as a driver of
d ifferentiate d value
Customer Journey designed to keep
people engaged, even post-purchase
70. Brand is more than identity.
It’s what you do,
not just what you say.
71. Clarify purpose and intent.
What do you stand for?
Why should customers believe in you?
Why should they care?
How will you maintain relevance in a changing world?
How your business equipped to deliver this
(hint: it’s not through brand guidelines)?
Confidential 2014
71
74. Idealized Customer Journey
1 2
Awareness Consideration
6 7
Discontinue Recycle/Renew
A customer
becomes aware
of a particular
business, Brand,
or product/service;
he/she begins to
realize that he/she
The process of
formalizing needs
and weighing
alternatives. This
includes acting
on needs but can
also include
The end of product
or service use,
because of
obsolescence,
business failure,
lack of interest
or perceived value
The process
of disposing of
a product and
the re-engaging
with a service,
perhaps through
a new product.
The decision to
buy a product or
service: the final
stage of the
customer acting
on his/her needs;
usually covers the
This is the
customer’s first
unaided use of the
product or service
(sometimes called
the out-of-box
experience),
Regular ongoing use and:
Emergence of new needs
(through discovering features or
finding gaps in value provided)
and formalization of these needs
into actions
3
Purchase
4
First Use
5
Ongoing Use
Customer
Goals
Engagement
Experience
Business
Goals
Figure 7.5
A Prototypical Customer Journey Framework
75. Idealized Customer Journey
1 2
Awareness Consideration
6 7
Discontinue Recycle/Renew
A customer
becomes aware
of a particular
business, Brand,
or product/service;
he/she begins to
realize that he/she
The process of
formalizing needs
and weighing
alternatives. This
includes acting
on needs but can
also include
The end of product
or service use,
because of
obsolescence,
business failure,
lack of interest
or perceived value
The process
of disposing of
a product and
the reengaging
with a service,
perhaps through
a new product.
The decision to
buy a product or
service: the final
stage of the
customer acting
on his/her needs;
usually covers the
This is the
customerís first
unaided use of the
product or service
(sometimes called
the outofbox
experience),
Regular ongoing use and:
Emergence of new needs
(through discovering features or
finding gaps in value provided)
and formalization of these needs
into actions
3
Purchase
4
First Use
5
Ongoing Use
Customer
Goals
Engagement
Experience
Business
Goals
Figure 7.5
A Prototypical Customer Journey Framework
Business Focus
Customer Focus
76. Align the customer journey.
Where are the important interactions where customer gives
you permission to serve them?
How is your brand really different, day-to-day, across all
interactions?
How do you deliver coherency and quality across channels,
products, and services, throughout the relationship with a
customer?
How do you measure customer engagement? What do you do
with the data?
Confidential 2014
76
78. The true evaluation of value:
how your products and services
work in the day-to-day lives of
your customers.
79. Create experiences that deliver value.
How is purpose and intent of the brand made real in your
product and service strategy?
What real needs do your products and services address?
How effectively?
Where are the value-gaps for customers and how can you
help close them?
Confidential 2014
!
79
85. Businesses thrive when they can engage customers. And, while
many companies understand that design is a powerful tool for
engagement, they do not have the vocabulary, tools, and
processes that are required to enable design to make a difference.
Experience Design bridges the gap between business and design,
explaining how the quality of customer experience is the key to
unlocking greater engagement and higher customer lifetime value.
The book teaches businesses how to think about design as a
process, and how this process can be used to create a better
quality of experience across the entire customer journey.
!
Experience Design also serves as a reference tool for both
designers and business leaders to help teams collaborate more
effectively and to help keep focus on the quality of the experiences
that are put in front of customers.
!!!!!
!!
Available in paperback and digital format at:
!
www.amazon.com
www.barnesandnoble.com
88. Method
We solve business challenges
through experience design. We
help businesses engage with
their customers in innovative
and distinctive ways.
89. www.method.com
inquiries@method.com
San Francisco
585 Howard Street
Ground Floor
San Francisco, CA 94105
+1.415.901.6300
New York
151 Lafayette Street
Floor 5
New York, NY 10013
+1.212.981.9499
London
The Tea Building, Studio 7.01
56 Shoreditch High Street
London, E1 6JJ
+44.20.3051.7935
Confidential 2014
Contact:
| Method