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.

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.