3 Habits of Highly Effective Designers

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How to make design part of your customer engagement strategy.

Companies often spread the customer experience across multiple business units. Customers interact with businesses through a range of activities but view this as an end to end service, and will judge their overall brand experience holistically through each interaction. Engaging customers across multiple touch points requires a total view of the service. This talk will help you look at your business through the lens of the customer to identify and understand their pain points, so that we can work towards designing an improved experience.

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  • Thank you
    Introduce myself
    Pick up from J+B
  • XD @ TW
    Labels, how we talk about design
    Stop talking, start doing
    Strategic value of design
    Enable potential of people
  • Myth of the genius designer
    No scale or cap dev
    Designer as coach
    Good design behaviour
    Good habits
    Outline what, why and how
  • Habit #1
    Walk a mile
    Mental switch
    Customers not in room
    Designer as proxy
  • Intro to personas
    Persona value
    Persona problems
    Persona as hypothesis
  • Prototyping personas activity
    Outline steps
    Ways to use
  • Audience segmentation
    Recruiting customers
    Executive alignment
  • GOV.UK design
    Information to transactions
    Increase in complexity
    User dependency
    Established process
    Stress example
    More appetite for change
    Beyond feature lists to solving problems
  • Habit #2
    Designer vision
    Not photoshop, penmanship
    Make others understand by seeing
  • Hidden complexity
    Make it visible
  • CJM technique
    Outline steps
    People in room
    Bigger canvas
    Facilitation
    Trigger event
    Sequence of connected steps
    Line of visibility
    High level map of CE
  • Mapping pain points – improve experience
    Channels and dependencies – gaps, opportunities
    Slicing scope – manage risk, technical capabilities
  • Habit #3
    Designing together
    Anyone can draw
  • Divergent thinking
    Context within lean
    Options fuel experiments – feed strategy
  • A.K.A. design studio
    List steps
  • Explaining ideas
    Prioritising features
    More?
  • CR system example
    Call centre staff -> canteen
    Dan’s example as leader
    Surprising outcome - hope
  • Relate design habits to good executive behaviors
  • Confidence in customer
    Solving right problems
    Guiding the design of the solution
  • Clarity of direction
    Good customer, business and technology decisions
  • Consistency and Continuity of Strategy
    Ensure longevity of vision and opportunity
  • 3 Habits of Highly Effective Designers

    1. 1. 3 HABITS OF HIGHLY EFFECTIVE DESIGNERS How to make design part of your customer engagement strategy 1
    2. 2. EXPERIENCE DESIGN 2 Experience Design Solution Architect Interaction Designer User Researcher User Interface Developer Visual Designer XD
    3. 3. You must run your project with the team you actually have, not the team you wish you had. 3 Jakob Nielson, Nielsen Norman Group
    4. 4. #1 EMPATHISING WITH CUSTOMERS How to make design part of your customer engagement strategy 4
    5. 5. THE CUSTOMER HYPOTHESIS 5
    6. 6. PROTOTYPING PERSONAS 6
    7. 7. HOW TO USE ¨ Audience segmentation ¨ Customer recruitment ¨ Executive alignment 7
    8. 8. STRESSING USER NEEDS 8 GOV.UK
    9. 9. #2 SOLVING PROBLEMS VISUALLY How to make design part of your customer engagement strategy 9
    10. 10. MAKE COMPLEXITY VISIBLE 10
    11. 11. CUSTOMER JOURNEY MAPPING 11 Hidden complexity
    12. 12. HOW TO USE ¨ Mapping pain points ¨ Channels and dependencies ¨ Slicing scope 12
    13. 13. #3 DESIGNING TOGETHER How to make design part of your customer engagement strategy 13
    14. 14. EXPERIMENTS NEED IDEAS 14 Generate lots of ideas Run experiments Converge on best options Lean UX Lean Enterprise
    15. 15. COLLABORATIVE SKETCHING 15 Collaborative sketching
    16. 16. HOW TO USE ¨ Explaining ideas ¨ Prioritising features 16
    17. 17. CANTEEN DESIGN CULTURE 17
    18. 18. 3 BEHAVIORS FOR EFFECTIVE ORGANISATIONS How to make design part of your customer engagement strategy 18
    19. 19. CONFIDENCE 19
    20. 20. CLARITY 20
    21. 21. CONSISTENCY 21
    22. 22. FURTHER READING 22
    23. 23. THANK YOU Questions or comments: Stuart Curran Experience Designer @ ThoughtWorks scurran@thoughtworks.com

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