Designing Customer Experience - Cookbook

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YOU are the chef in desinging customer experience. Learn the essential cooking tecniques in understanding customer experience, tools to develop strategy and basic research & design skills.

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  • JOIN THE ILLUMINATI order100.111@aol.com JOIN THE ILLUMINATI FROM SOUTH AFRICA, USA, OR ANYWHERE IN THE WORLD TODAY BE RICH, FAME, AND POSSES POWER.email us on order100.111@aol.com for immediate initiation New members registration is now open online now !!!!! BENEFITS GIVEN TO NEW MEMBERS WHO JOIN ILLUMINATI. A Cash Reward of USD $300,000 USD A New Sleek Dream CAR valued at USD $120,000 USD A Dream House bought in the country of your own choice One Month holiday (fully paid) to your dream tourist destination. One year Golf Membership package A V.I.P treatment in all Airports in the World A total Lifestyle change Access to Bohemian Grove Monthly payment of $1,000,000 USD into your bank account every month as a member One Month booked Appointment with Top 5 world Leaders and Top 5 Celebrities in the World. If you are interested call the agent now send your e-mail to order100.111@aol.com for immediately initiation.New members registration is now open online -

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  • Hi Sebastian

    Thanks for sharing your thought. Banks tend to keep a distance and talk like a robot when they are communicating the customers, often refer themselves as 'the Bank' , customers as all sort of different names such as 'the Applicant', 'the Card holder.' etc. What we found through research that if we humanize communication in using 'You - as a customer- and 'We - as a bank' consistently, the experience became much simpler. I understand this principles may not work for all types of customer intercation. But I am a strong believer that bringing 'emotions' and 'human touches' improve the 'perceived simplicity'. ;-)
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  • Nice seeing some of the much talked about UX work at OCBC. Good stuff!

    Some thoughts on slide 30 (copy writing)

    1. Use of 'we' comes across as patronising and misrepresentation of a software application as human beings. In most application users do not expect A.I. agents helping them, nor do they expect support staff to be monitoring their progress in the app live. Pretending otherwise by using 'we' or 'us' insults users' intelligence.

    2. I strongly disagree with use of 'emotion' in copy. It does not translate well (good luck with l10n) and can easily be misunderstood due to lack of expressiveness in concise text. A better reason to use simple English vocabulary and grammar in copy is to communicate the message to customers who are not native English speakers.

    3. Using 'you/your' and 'I/my' (all examples) introduces ambiguity and mental parsing overhead. The designer is not having a conversation with the user. The user is better served with direct, actionable labels and neutral articles (the/a/an) describing the objects displayed on screen.
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  • Thank you Nadine. Sabina is my pure insipiration.
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  • excellent design CX framework - very well structured, crystal clear communication and visualization ... LOVE the example of Sabina's design work :-)
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Designing Customer Experience - Cookbook

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  8. 8. 1 2 3 4Understand Develop strategy Design experience Measure & monitorCustomer Customer needs impact Customer experience strategyBusiness Business goals impactTools1. Experience labs 4. Customer experience framework 7. Experience labs as2. Need finding 5. Prototype ongoing program3. Elevator pitch 6. Design principles 8. Analysis tool such as Google Analytics%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
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  10. 10. 1 2 3 4Understand Develop strategy Design experience Measure & monitorCustomer Customer needs impact Customer experience strategyBusiness Business goals impactTools1. Experience labs 4. Customer experience framework 7. Experience labs as2. Need finding 5. Prototype ongoing program3. Elevator pitch 6. Design principles 8. Analysis tool such as Google Analytics%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  11. 11. 1 Understand > Elevator pitch A(@17=5(+245"671(79371&7+7( 45=154(*&5?(+T=1&5, Clearly articulate your offering. V"1(Z((5=1@75(!245"671([(*?"(Z(+245"671(77K4([(: Z31"K2+5(=67[(&4(=(Z31"K2+5(5,37[(5?=5(31"Y&K74( Z(Y=T27(31"3"4&5&"([J(WT&#7("5?71(Z((31"K2+5(5"(+"63=17([:( 5?&4("HH714(Z(K&HH7175&=5"1([J(Individual Activity : Write down your elevator pitch (5 min) %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  12. 12. 1 Understand > Experience labs747=1+?(45=154(*&5?(,"2Meet customer for experiencelabs.Its an open-ended, qualitativeone-on-one sessions that capture Surveyboth strategic and tactical customerinsights. Focus Market group research Experience labsBenefit: UsabilityIt’s learnable skill. Interviews testingIt costs almost nothing if you do by yourself.It’s fast and integrative to design process.Empathy stays with your company. %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  13. 13. ]7=K("H(>7=T5?( O==@7675Hear See Create
  14. 14. 1 Understand > Experience labsListen to stories about the users real experiences and understandthem in a deeper way. What? Who (tasks / goals) Why? Where / when? (motivation) (context) How? (expectation)%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  15. 15. 1 Understand > Experience labsIndividual activity : Experience labs prep (10min) •Write down what (think) you already know about your customer. (assumptions) •Write down areas you need to find out more. (interview objective) Who are they? When / where? Demographic, profile, values •When do they use your product/ services? •When / where do they use your website? •What do they do before or after using your website? Why? •What is their motivation in using How? your product / services? •How do get to know your product? How are they •Why are they using web? making a decision? •How are they using the web currenlty? •How do they expect using your website to be? What are goals and tasks? • What are their goal using your What you want to find out more: product/ services? 1.____________________________ • What are the key tasks when using 2.____________________________ your website? 3.____________________________ %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  16. 16. 1 Understand > Experience labsActivity in pair : Interview your customer (10 min x 2) •Introduce your product / services using elevator pitch •Ask customers ‘open - ended’ questions using following probes. It’s a user-led conversation, not a questionnaire. Who are they? When / where? Introduce yourself (job, family...) •When do you need < >? How would you describe as a... •When / where do you use < > web? •What do you do before or after using < > website? Why? •What is your motivation in using How? <kind of product/ service>? •Why are they using web? •How do you get to know < >? •How are they using the web currently? •How do you expect using < > website? What are goals and tasks? Useful probes: •What is your goal in using < > 1. Tell / show me how you usually do? •What is the main thing you want to 2. What’s most important to you? Why? do on < > website? 3. How do you feel? 4. (lots of) why? %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  17. 17. 1 Understand > Needs finding 8951=+5(#7,(2471(&4&@?54(=K( &K75&H,(^2_=15&+2T=57K(77K4 Info needs What you hear / observe functional needs emotional needs Goal Key tasks What you infer / synthesize Key unmet needs Motivation Expectation ContextIndividual Activity : Write down your key insights using this framework. (5 min) %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  18. 18. 1 2 3 4Understand Develop strategy Design experience Measure & monitorCustomer Customer needs impact Customer experience strategyBusiness Business goals impactTools1. Experience labs 4. Customer experience framework 7. Experience labs as2. Need finding 5. Prototype ongoing program3. Elevator pitch 6. Design principles 8. Analysis tool such as Google Analytics%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  19. 19. 2 Develop strategy>?=5(4?"2TK(,"2(&631"Y7`Customer experience strategy is a brief, simple and directsummary of- what the desired experience should be- the change necessary to improve the customer experience !&-.5&,$DE>&5.&)1&$F*(*&8&)*$ !"#$ %&$()*$*+$,&-./)$()$&00&1*.2&$-(3&-$*++3$*4(*$ -*5&)/*4&)-$#67-$5&1+88&),(*.+)-$$(),$5&(--95&-$ 19-*+8&5-$$ ! :;<$ %&$()*$*+$,&-./)$()$(,2.-+5=$*++3$*4(*$4&3>-$#6-$*+$ &)/(/&$.)$($8&().)/093$,.(3+/9&$.*4$($19-*+8&5$ ! ?@A$ %&$()*$*+$,&-./)$($1+)1&>*$B5+1495&$*4(*$(,,5&--&-$ 19-*+8&5-7$1+)1&5)$(),$15&(*&-$.)*&5&-*C! G.)$H.1I=$J$K5+9>$"9-*+8&5$DE>&5.&)1&$ 38%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  20. 20. 1 2 3 4Understand Develop strategy Design experience Measure & monitorCustomer Customer needs impact Customer experience strategyBusiness Business goals impactTools1. Experience labs 4. Customer experience framework 7. Experience labs as2. Need finding 5. Prototype ongoing program3. Elevator pitch 6. Design principles 8. Analysis tool such as Google Analytics%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  21. 21. 3 Experience design > Customer experience framework .&42=T&a7(,"21(+245"6714S( 7KQ5"Q7K(79371&7+7 Customer Journey WK7145=K( O=#7(=( A*=17744 !17=57(&571745 V&145(+"5=+5 L7+&4&" /1"K2+5 Channel 85#2$ 9$%( 7(2/$# 9%-2:;*&,2:Individual Activity: end-to-end customer experience (10 min) • Draw your customer journey / involved channels using this framework %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# • What is the main role of web? Think about how to optimize the end-to-end experience
  22. 22. 3 Experience design > Prototype/1"5"5,37(5?7(&K7=4(=K(5745(7=1T,Anyone can prototype.Prototypes can be hand-sketch, powerpoint, or any other format.Prototyping is a thinking tool and facilitate testing.%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  23. 23. %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  24. 24. 3 Experience design > Prototype%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  25. 25. 3 Experience design > Elements of designL74&@(&4(6"17(5?=(Y&42=T4“Design is how is works” Steve Jobs Visual design Content / language Structure Function%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  26. 26. 3 Experience design > design tips<=4&+(5&34(5"(K74&@(=(4&63T7("T&7(79371&7+7( Visual design Content / language Set clear visual Speak human hierarchy Structure Function Make the grouping Focus on 1-2 key obvious function%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  27. 27. 3 Experience design > Design examplesSet a clear visual hierarchyMake the most important thing big. %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  28. 28. 3 Experience design > Design examplesMake the grouping obvious.The less elements there are, the simpler it feels. %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  29. 29. 3 Experience design > Design examplesSpeak human.Emotions makes it feelsimpler.speakhuman.tumblr.com %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  30. 30. 3 Experience design > Design examplesFocus 1-2 key tasks. %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  31. 31. 3 Experience design > Design examplesFocus 1-2 key tasks.Ruthlessly! %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  32. 32. 1 2 3 4Understand Develop strategy Design experience Measure & monitorCustomer Customer needs impact Customer experience strategyBusiness Business goals impactTools1. Experience labs 4. Customer experience framework 7. Experience labs as2. Need finding 5. Prototype ongoing program3. Elevator pitch 6. Design principles 8. Analysis tool such as Google Analytics%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  33. 33. 4 Experience design > Monitor and measureb75(+1&571&=(=K(67=4217Based on the key unmet needs identified, set criteria to measure •Easy: How easy customers feel to complete their tasks? Customer •Useful: How useful customers found the information / offering useful? impact •Enjoyble: Is the overall experience pleasant? •Net Promoter Score (Promoter - Detractor) Business •Website traffic impact •Number of downloads •Sales %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
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  36. 36. .*/6*2/<#$&/$*+(%,"-$* 62$1*#2&+;2-2$0*,#23/*=* BcEd((Sales ,<;%+&/$*+(%-## +67% T&H5 AY71=@7(K=&T,(4=T74(H"1( 3=45(BE6"5?4(H"1(5"3( H2K%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  37. 37. L74&@(7@=@74(+245"6714(76"5&"=TT,J%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  38. 38. 86"5&"=TT,(4=5&4e&7K(+245"6714(=17(BEEd(6"17(T&#7T,(5"(437K Average Monthly Spend $251 $136 $136 Emotionally Satisfied Dissatisfied satisfied 44Source: Gallup Global Customer Engagement Survey (Retail Banking) 2005Source: Gallup Global Customer Engagement Survey (Retail Banking) 2005
  39. 39. K(f(K(R(gL( design difference delighted customers%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
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