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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 …

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.

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