CX Design Game Guide Book


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This is a CX Design Game Framework and Manual Guide created and designed by ROA consulting. Start Up Companies or other venture firms can simulate and track their existing customer experience with this useful tool. By doing so, the companies will have insight about their customers and why they should change service process and how they can change effectively.

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CX Design Game Guide Book

  2. 2. Contents LEVEL 0 LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 The End Customer Experience Design Game Observation Experimentation Ideation Implementation Endnotes Customer Experience Design Service Safari Customer Journey Map 6 Thinking Hats Service Blueprint References CUSTOMER EXPERIENCE DESIGN GAME Empathy Map CX Component Cards Stage 1 Stage 3 Stage 4 Stage 6 Stage 2 Stage 5
  3. 3. Customer Experience Design LEVEL0 CUSTOMER EXPERIENCE DESIGN GAME Customer Company Interaction "Creation of Value" Touchpoint The customer experience is the result of a complex interaction web between the customer and the offered product/ service. When this interaction is filtered through the customer’s multiple levels of perception (rational, emotional, sensorial, and spiritual), the overall customer experience is born. In order to evaluate and monitor the customer experience properly, the various touchpoints or direct sensorial contact points between the customer and the service must be identified. Focusing simply on the price, product, or quality can no longer provide companies with an effective competitive advantage. Firms need to focus on the experience factor of their offering. They must create the right environment for customers to actively create a memorable experience in their interaction with the product/ service as part of their offering. In conclusion, it is important for firms to actively shape and design the customer experience in order to offer real value to customers. Customer Experience
  4. 4. CX DESIGN GAME LEVEL0 CUSTOMER EXPERIENCE DESIGN GAME Discover Define Develop Deliver The 'Double Diamond' Design Process Model The double diamond diagram was internally developed by the Design Council in 2005 as a simple yet effective way of describing the design process graphically. The Double Diamond diagram is divided into four distinct phases: Discover, Define, Develop, and Deliever. The diverging and converging flow of the double diamond shape illustrates the alternating use of broad and focused thinking of the successive stages in the design process. Based on the Double Diamond design process theory, ROA Consulting's CX Design Game allows for a workshop simulation of the four steps. Discover The Discover stage is where the initial idea or inspiration needs to be further developed and expanded upon. The main problems and opportunities are also identified in this phase. Service Safari Empathy Map OBSERVATION Define The Define stage is where the brainstormed ideas are narrowed down and defined. These ideas are filtered throug a process of review and selection where the ideas are analyzed, made sense of, then prototyped. Customer Journey Map EXPERIMENTATION Develop The Develop stage is where the solutions to the identified problems are created, prototyped, and tested in a trial and error process to continuously refine initial ideas. 6 Thinking Hats CX Component Cards IDEATION Deliver The Deliver stage is the final stage where the refined product or service is finalized and launched. Service Blueprint IMPLEMENTATION
  5. 5. Service Safari Stage 1 LEVEL1 OBSERVATION Service Safari Service Safari Diary A service safari is an experiential research method for understanding the service experience in the customer's shoes by experiencing the service first-hand. A service safari requires an experiential team field trip aimed at understanding how the service is perceived through the customer's eyes. Participants are assigned with specific tasks such as diary keeping which are designed to help participants recognize the important aspects of the service which make an impact on the overall customer experience. Front line staff can use the service A service safari induces the participant to think about the distinct phases that make up the entire customer journey as well as elements like space, people involved, and available information. Taking photos or videos as a real visual record can also be valuable. The Service Safari Diary is developed by ROA Consulting. CX Design Game players can record observation results and keep their insightful ideas when using services provided as a customer. Composed of three diffrent parts: Observation, Questioning, and User insight. 1 Observation Record of the service in the appropriate section. 2 Questioning Think about some key summary questions during or after observations. 3 User Insight Divide service into distinct phases and record emotions generated for each phase.
  6. 6. Empathy Map Stage 2 LEVEL1 OBSERVATION Empathy Map Empathy Map Workshop Guideline Good design is not possible without an empathetic understanding of the user. Just as an Empathy Map can help the designer develop this sort of empathy for the end user of the design, it can also help comapanies gain an accurate understanding of the customer's needs. An accurate identification of the unmet needs will help the company define the challenge that needs to be undertaken. The Empathy Map is an effective tool for discovering new insights that could be used for generating better solutions to problems. The Empathy Map is made up of four quadrants that represent the user attributes: SAY, DO, THINK, and FEEL. New insights can be gleaned by studying any contradictions or tensions that rise between the different user attributes. SAY: What is the customer saying? DO: What can be observed from the customer's actions? THINK: What is the customer thinking? What does this show about the customer's belief system? FEEL: What is the customer feeling? 1Preparation The Empathy Map stage is for team members to freely discuss and gain new insight on the customer’s experience journey based on the information recorded in the Service Safari Diary during Stage 1. Draw the Empathy Map framework onto a whiteboard (or a big piece of paper) as shown in the picture below. Prepare Post-its and pens Summarize what customers are observed to SAY, DO, THINK, and FEEL onto multiple Post- its and place in the appropriate section. Explain each Post-it to team members. Based on the information shared in the SAY, DO, THINK, FEEL section, write down the customer’s Pain Point/Gain Point and conduct a free discussion. 2Mapping 3Getting Insight
  7. 7. Customer Journey Map Stage 3 LEVEL2 EXPERIMENTATION 2Customer Activity 4Touchpoint 3Emotion 5Prob./Needs Customer Journey Map Customer Journey Map Worksheet Customer Journey Map Workshop Guideline The customer journey map is a visual representation of the customer journey phases through various touchpoints representing his/her engangement with the service from start to finish. This includes exposure to product ads before use as well as choosing another product afterwards. There is no given way to generate the journey map as it will vary with each service. 1Service Phases Divide the customer journey process into 5-10 phases and write the name of each phase onto the green phase component piece. The service phases should include the period both before and after the actual use of the product/service. Record the customer’s actions observed during each phase of the customer journey on a Post-it and place under the corresponding phase component piece on the CJM worksheet. Show the level of satisfaction/ unsatisfaction of the customer while going through each phase as a face icon on a vertical scale. Connect these points for a graph representation of the overall customer satisfaction level throughout the phases. Touchpoints are the points of direct sensorial contact between the customer and the service. Map the different touchpoint components for each service phase. If the required touchpoint is not included in the toolkit, draw one in. After analyzing the customer’s actions, emotions, and touchpoints for each phase of the service journey, identify the problem and needs that should be addressed at each phase using Post-its. The CJM Worksheet is made up of a blank journey worksheet and a set of cards representing the touchpoints. The CJM Worksheet first requires the team members to divide the customer’s service journey into successive phases and then maps the customer’s actions, emotions, touchpoints, and problems/needs through these phases.
  8. 8. Touchpoint Components
  9. 9. 6 Thinking Hats Stage 4 LEVEL3 IDEATION 6 Thinking Hats 6 Thinking Hats Workshop Guideline 6 Thinking Hats Card Edward de Bono's 6 Thinking Hats method assigns the group thinking process with 6 separate functions and roles. This allows team members to think about the problem from different approaches and perspectives and break down the thinking process into organized steps that makes it easier to generate the right solutions to problems. Each of the 6 hats are assigned with a specific perspective and role. Only one hat can be 'worn' or used at one time. Use the hats in productive sequences to generate a more creative and rational thinking process. 1Preparation Cut out a full set of the 6 Thinking Hats Cards for each team member. Read the Guideline to get an understanding of what each of the hats represent. List the problems identified in Stage 3- Customer Journey on a whiteboard as shown below. Place the Thinking Hat you are using in front of you while discussing solutions to the listed problems. Post the discussion topic ideas on the whiteboard. 2Defining Prob. 36 Thinking Hats The 6 Thinking Hats Cards is a workshop toolkit developed based on Edward de Bono’s 6 Thinking Hats theory. After reading the guideline containing the theoretical background and workshop procedure, use the 6 Thinking Hats Cards to solve the given problem. Problems Problems Solutions
  10. 10. CX Component Cards Stage 5 LEVEL3 IDEATION Customer Experience Component CX Component Card The 6 customer experience components listed below are derived from the five strategic experiential modules from Schimitt's modular experience theory (Source: "How to sustain the Customer Experience") The CX Component Cards represents a total of 24 different types of customer experience factors with a unique case study example of successfully funded startup company. These are then divided into 6 categories shown on the left. By identifying what kind of experience factor the customer is receiving, the CX Component Card toolkit can provide inspiration for startups who want to actively shape and monitor a memorable experience for their customers. Sensorial Component Pragmatic Component Emotional Component Lifestyle Component Cognitive Component Relational Component The component which stimulates the five senses (sight, hearing, touch, smell, taste) in a way that arouses aesthetical pleasure, excitement, satisfaction.. The component which provides customers with a sense of pragmatism by demonstrating excellent usability and execution of intended job. The component which stimulates the affective system to generate a specific desired mood, feeling, emotion-useful for creating a service/ product which can emotionally bond with the customer. The experience component which can affirm the person’s values and beliefs by helping the person adopt a specific lifestyle or behavior. The component which stimulates conscious mental processes and engage customers to realize their creative potential in situations of problem solving. The experience component which involves both the person and his/her social context and relationships with other people. Can be used to encourage co-consumption.
  11. 11. Service Blueprint Stage 6 LEVEL4 IMPLEMENTATION Service Blueprint Service Blueprint Toolkit The Service Blueprint is a process analysis tool developed by Shostack for service innovation. The Service Blueprint is able to visually represent the service providing process, customer touchpoints, physical evidence, and required operational details on one page. Using the service blueprint, one can quantitatively analyze the various service elements such as time, actions, and operation order at the site the interaction between the service and the customer and see what improvements can be made for operational efficiency. The Service Blueprint divides the service offering process into 5 general stages (Aware, Join, Initial Use, Use, Finish Using) to help team members approach the toolkit more easily during the workshop. After recording the specific details under each of the 5 stages, further define and elaborate on the service stages that the customer goes through in the service offering process.
  12. 12. References THEEND ENDNOTES 1 2 3 4 5 6 7 8 9 Council%20(2).pdf hods+for+developing+services+%2528Archive%2529/d358586d-80b3-4f1e-b753-16750434829d hats.pdf Design Council, "A study of the design process" Design Council, "Design methods for developing services" Institute of Design at Stanford Innovation Games Verginia Tech Service Design Toolkit Vertical Platform How to sustain the customer experience