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Going Native
Better experiences come from
immersed, empathetic designers.
#gonative | @accenturesocial
Olof
CEO, Founder -...
“This work
will save
lives.”
Harvard Medical School
Our work has the potential
to change lives…
and turn frustration
into delight.
Design brings together 3 parts of an
experience needed to transform:
Customer
Business
Technology
How do you design
for a delightful
customer experience?
Similar product, very different experiences.
When you truly understand
your customer, you can start to
build an emotional bond.
	
  
You can design an experience
that ...
How do you truly understand
how your customer feels?
Walk a mile in your
customer’s shoes.
Run a mile in your
customer’s shoes.
Drive a mile in your
customer’s shoes.
Play a mile in your
customer’s shoes.
Work a mile in your
customer’s shoes.
Shop a mile in your
customer’s shoes.
Live a mile in your
customer’s shoes.
Research meets Reality.
Research meets Reality.
Image copyright Scott Vandehey
Designers as researchers
become empathetic.
Immersive Qualitative Research
Looks at customers’:
	
  
-  Feelings
-  Behaviors
-  Habits
-  Pain points
-  Aspirations
...
Designers get hands on
during research sessions.
Shopping tagalong visits and in-
store Sales Associate interviews.
Output example:
Inspire Intense Passion.
Designers as researchers
become advocates.
adidas miCoach
From distracted runner
to personalized training.
My3 Mobile Phone Bill
From confusing statement
to useful information.
DXL Associate App
From dreaded task to
supportive environment.
Architect a
Transformation.
Designers as researchers can
build a better future for your
customers and your business.
Create a positive reality
shift for customers.
The goal is to create positive
change, whether big or small.
Questions? Comments? Feelings?
Thanks.
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Going Native

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Olof Schybergson, Fjord's CEO, and Abram Sirignano, Acquity Group's Agency Lead, explain the importance of immersed, empathetic designers in this presentation delivered at the Forrester Customer Experience Forum.

Transcript of "Going Native"

  1. 1. Going Native Better experiences come from immersed, empathetic designers. #gonative | @accenturesocial Olof CEO, Founder - Fjord Abram Agency Lead, East – Acquity Group
  2. 2. “This work will save lives.” Harvard Medical School Our work has the potential to change lives…
  3. 3. and turn frustration into delight.
  4. 4. Design brings together 3 parts of an experience needed to transform: Customer Business Technology
  5. 5. How do you design for a delightful customer experience?
  6. 6. Similar product, very different experiences.
  7. 7. When you truly understand your customer, you can start to build an emotional bond.   You can design an experience that fills a need in their lives.
  8. 8. How do you truly understand how your customer feels?
  9. 9. Walk a mile in your customer’s shoes.
  10. 10. Run a mile in your customer’s shoes.
  11. 11. Drive a mile in your customer’s shoes.
  12. 12. Play a mile in your customer’s shoes.
  13. 13. Work a mile in your customer’s shoes.
  14. 14. Shop a mile in your customer’s shoes.
  15. 15. Live a mile in your customer’s shoes.
  16. 16. Research meets Reality.
  17. 17. Research meets Reality. Image copyright Scott Vandehey
  18. 18. Designers as researchers become empathetic.
  19. 19. Immersive Qualitative Research Looks at customers’:   -  Feelings -  Behaviors -  Habits -  Pain points -  Aspirations Using methods like:   -  Ethnography -  Shadowing -  ParticipantObservation -  Journaling -  Role Playing
  20. 20. Designers get hands on during research sessions.
  21. 21. Shopping tagalong visits and in- store Sales Associate interviews.
  22. 22. Output example:
  23. 23. Inspire Intense Passion.
  24. 24. Designers as researchers become advocates.
  25. 25. adidas miCoach From distracted runner to personalized training.
  26. 26. My3 Mobile Phone Bill From confusing statement to useful information.
  27. 27. DXL Associate App From dreaded task to supportive environment.
  28. 28. Architect a Transformation.
  29. 29. Designers as researchers can build a better future for your customers and your business.
  30. 30. Create a positive reality shift for customers.
  31. 31. The goal is to create positive change, whether big or small.
  32. 32. Questions? Comments? Feelings? Thanks.

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