Customer Experience Design Talk Idris Mootee
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  • 1. 1 Customer Experience Design Customer Experience Design Idris Mootee www.mootee.typepad.com First Presentation 2003 Updated 2007 2003 2007 Idris Mootee www.mootee.typepad.com
  • 2. 2 What is customer experience? Social connections User Experience Interactions Usability Customer Experience Customer Experience Customer Service Customer Relationships Design Advertising 2003 2007 Idris Mootee www.mootee.typepad.com
  • 3. 3 New Paradigm in Marketing Management Product-Driven Customer Experience-Driven Customer Customer Value Value Customer Relationships Management Interactions Design 2003 2007 Idris Mootee www.mootee.typepad.com
  • 4. 4 How is it different from services? “experiences are as distinct from services as services are from goods.” Joseph Pine & James Gilmore The Experience Economy 2003 2007 Idris Mootee www.mootee.typepad.com
  • 5. 5 Product Design as Customer Experience IT adopted it … The next stages In the 90's in a limited way are service design... Design started to become a mega trend In the 80's, IT was engineering centred … and it showed Business Actors .. and experience design. MIT Jonathan Design agencies John Medialab Ive @ Apple Naisbitt Source: Adapted from Gartner Research 2003 2007 Idris Mootee www.mootee.typepad.com
  • 6. 6 The Crossover of Business, Design and Technology Crossing over of of business, technology & design will create a new strategic business discipline within 5 years …. the Next Competitive Advantage! • Internal specialist unit of IT hybrid innovators •Design && Architecture •Design Architecture • Work directly with vendor labs should be part of your your • 50 % of projects 'impossible' skills mix part of your your should be skills mix • Budget 'not so much an issue' • • Apply to service Apply to service • Projects aim to create magic not just product development not just product development • Purpose - to support the brand • • Learn by experiment Learn by experiment experience be prepared to accept failures be prepared to accept failures • • Seek the 'wow' factor Seek the 'wow' factor and learn to value it Technology enablers and learn to value it Wireless • • Be multi-disciplinary value Be multi-disciplinary value Processor Processor Graphics Displays devices idea exchange, suppress idea exchange, suppress narrow minded derogatory cultures minded derogatory narrow $ cultures p q p n Source: Adapted from Gartner Research 2003 2007 Idris Mootee www.mootee.typepad.com
  • 7. 7 Customer Experience as Business Strategy If you choose a high-value, high-cost strategy as your basis of competition, the next question is… How do you generate profitable and sustainable innovation? Not only managing costs but also managing imagination. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 8. 8 Customer Experience is a Strategy to Shift Demand Curves Shifting the demand curve by customer experience design p Price Demand for branded products with compelling customer experiences Demand for branded product s Demand for unbranded product Quantity (share) 2003 2007 Idris Mootee www.mootee.typepad.com
  • 9. 9 What is Customer Experience? Mass Advertising Marketing Direct Marketing / BTL Communications Direct Face-to-Face (Pre and Post Human Sales) Interactions Through Other Communication Design Channels (Pre and Post Sales) Brand Product Experience Product Product Identity Design Product Image Web-based Interactions (remote) Technology- enabled POS Interactions (in-store) Interactions Mobile-based Interactions Design Communities enabled by networks 2003 2007 Idris Mootee www.mootee.typepad.com
  • 10. 10 What is Customer Experience? Core Product or Service Customer Brand Interactions Marketing 2003 2007 Idris Mootee www.mootee.typepad.com
  • 11. 11 What is Customer Experience? Customer experience design is taking the customer views of the interactions to understand the emotional bond between the brand and customers. It requires a common understanding of the customer journey, then align the company actions to build emotional bonds. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 12. 12 What is Customer Experience? It is the collective set of experiences…. on the web, in store or even tiny little things that companies. It is about understanding their unmet needs, wants, capabilities and desires in a deeply contextual level. And that leads to thoughtful and purposeful use of technologies, communities and imageries. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 13. 13 Why Customer Experience? ……the answer is pretty simple. Customers remember and value great experiences that demonstrate deep understanding and respect for their needs. When companies learn how to deliver and evolve differentiated experiences, they tend to build strong, enduring customer relationships and profitable businesses. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 14. 14 Questions To Ask What do we embed “customer empathy” into everything we do? How do we create compelling cross-channel experiences with customers and extended business partners? How do we create value from “customer communities” and bring them into the value creation process? 2003 2007 Idris Mootee www.mootee.typepad.com
  • 15. 15 What is Customer Experience? Prada 2003 2007 Idris Mootee www.mootee.typepad.com
  • 16. 16 What is Customer Experience? LG 2003 2007 Idris Mootee www.mootee.typepad.com
  • 17. 17 What is Customer Experience? Addidas 2003 2007 Idris Mootee www.mootee.typepad.com
  • 18. 18 What is Customer Experience? Southwest 2003 2007 Idris Mootee www.mootee.typepad.com
  • 19. 19 What is Customer Experience? Circuit City 2003 2007 Idris Mootee www.mootee.typepad.com
  • 20. 20 What is Customer Experience? Apple 2003 2007 Idris Mootee www.mootee.typepad.com
  • 21. 21 What is Customer Experience? Facebook 2003 2007 Idris Mootee www.mootee.typepad.com
  • 22. 22 What is Customer Experience? Win a Cow Shop - Tokyo 2003 2007 Idris Mootee www.mootee.typepad.com
  • 23. 23 What is Customer Experience? Nintendo 2003 2007 Idris Mootee www.mootee.typepad.com
  • 24. 24 What is Customer Experience? Yahoo · 2003 2007 Idris Mootee www.mootee.typepad.com
  • 25. 25 What is Customer Experience? Harley Davison 2003 2007 Idris Mootee www.mootee.typepad.com
  • 26. 26 What is Customer Experience? Starbucks 2003 2007 Idris Mootee www.mootee.typepad.com
  • 27. 27 Why Customer Experience? Design Transforms even the [Biggest] Corporations! TARGET … “the champion of America’s new design democracy”(Time) 2003 2007 Idris Mootee www.mootee.typepad.com
  • 28. 28 Why Customer Experience? Marketing becomes the ultimate social practice of postmodern consumer culture, it now plays an important role in giving meaning to life through consumption. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 29. 29 Why Customer Experience? “Design is treated like a religion at BMW.” Fortune Magazine 2003 2007 Idris Mootee www.mootee.typepad.com
  • 30. 30 Why Customer Experience? “We don’t have a good language to talk about this kind of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation.” Steve Jobs, Apple Computers 2003 2007 Idris Mootee www.mootee.typepad.com
  • 31. 31 Why Customer Experience? Meaning does not necessary emanate from the functional aspects of things. Consumer experiences of what are seemingly objectives properties are simply “Cultural Constructions”. 60 Idris Mootee, 60 Minute Brand Strategist 2003 2007 Idris Mootee www.mootee.typepad.com
  • 32. 32 What is Customer Experience ? It’s about interactions! 2003 2007 Idris Mootee www.mootee.typepad.com
  • 33. 33 What is Customer Experience ? The design of real world and virtual spaces for conversations and interactions? Interactions to help customer to make informed decisions? Interactions with customer that build trust and relationships? Interactions that allow the customer to engage in a dialogue? 2003 2007 Idris Mootee www.mootee.typepad.com
  • 34. 34 Customer Experience Design core design principles 2003 2007 Idris Mootee www.mootee.typepad.com
  • 35. 35 Customer Experience Principles co-creation of value Customer experience innovation is a bottom up process, or ‘tags’ or ‘tag clouds’ (basically the process of allowing users to create their own taxonomies that feed a central ‘community taxonomy). It means the product is not consumed but created at the time of use between the user and the system. Use the experience of customers to create value. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 36. 36 Customer Experience Principles consistency The core idea is to make things more user friendly by means of aesthetic consistency of style and appearance There is also functional consistency in terms of meaning and action. Standards are required to drive both. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 37. 37 Customer Experience Principles observation This includes ethnography, framing the experience design problem in the context or actual use, instead of asking what people want, observing what they need. (Contextual inquiry, observation, ethnography, participatory design etc.) 2003 2007 Idris Mootee www.mootee.typepad.com
  • 38. 38 Customer Experience Principles expectation effect This refers to ways in which expectations affect perception and behavior. When people are aware of a probable outcome, their perceptions and behavior are affected in many ways. Expectation management is a key part of customer experience design and delivery. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 39. 39 Customer Experience Principles exposure effect When stimuli are repeatedly presented and, as a result, are increasingly well liked and accepted. The strongest effect are seen with photos, meaningful words, simple shapes and smaller effects with icons and people. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 40. 40 Customer Experience Principles Hick’s law It states that the time required to make a decision is a function of the number of available options. The fewer the customers are trained to perform time-critical procedures, train on the lowest possible responses for a given scenario. This will minimize error rates and drives users satisfaction. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 41. 41 Customer Experience Principles hierarchy of needs This principle specifies that a customer experience feature must serve the low-level needs, before the high-level needs can begin to addressed. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 42. 42 Customer Experience Principles immersion This is a state of metal focus so intense that awareness of the “real” world is lost, generally resulting in a moment of joy and satisfaction. Immersion can occur while working on a task, playing a game, reading a book. Example: a modified sense of time ( long hrs pass by in what seems like minutes ) 2003 2007 Idris Mootee www.mootee.typepad.com
  • 43. 43 Customer Experience Principles customer life cycle All customer experiences progress through stages of existence and understanding the implications of each allow us to understand customer unmet needs. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 44. 44 Customer Experience Principles products as nodes This is about making sure the experience design takes into account the wider context of use (other offerings, other customers), or the wider context of the offerings. Customers experience is an organizations output in one integrated space. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 45. 45 Customer Experience Principles mapping This is about relationship about controls and their movements or effects. It is about increasing the ease of use. Good mapping is primarily a HOME function of similarity of design, behavior and meaning 2003 2007 Idris Mootee www.mootee.typepad.com
  • 46. 46 Customer Experience Principles Ockham’s razor Given a choice between functionality equivalent designs, the simplest is always preferred. The idea is unnecessary elements decrease efficiency and increase probability of unanticipated consequences. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 47. 47 Customer Experience Principles storytelling This is about creating imageries, emotions and understanding through sharing of stories with an audience. Story telling is powerful when enhanced through extended communities through the power of the networks. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 48. 48 Customer Experience Principles progressive disclosure An effective approach for managing information complexity in which only the necessary or requested is displayed at any given time. Making it easy for customer is often a big part of customer experience. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 49. 49 Customer Experience Principles Von Restorff effect This is about increased likelihood of remembering unique or distinctive events . Different in experience occur when something is noticeably different from past experience. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 50. 50 The Customer Experience Design Journey The customer experience innovation journey is a nonlinear cycle of divergent and convergent activities that may repeat over time and at different organizational levels and both ideas and resources are required to renew the cycle. This is the future of marketing. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 51. 51 Danke Gracias Merci Thank you Grazie www.mootee.typepad.com 2003 2007 Idris Mootee www.mootee.typepad.com