integrated experiences are few and far between Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
entire industries are intheir customer experience infancy (…health insurance, TV service, Internet Service providers, PC manufacturers,wireless service providers, airlines and credit card providers.) 2011, Forrester Research, Inc.
we usually design for aparticular device or channel type
people notice This experience has been so stupid.There is no way to explain the huge gap between operations in the store and online. I will never be shopping at either again. I do not understand how you can want and advertise 100%customer satisfaction when I know I am 0% satisfied.
Theres now an all-encompassing information layer on top of real-worlddaily life…further blurring the boundaries between online and offline. Trendwatching http://trendwatching.com/trends/massmingling
street bump residents use Street Bump to record “bumps” which areidentified using the device’s accelerometer and located using its GPS http://www.flickr.com/photos/topsy/188144452 http://www.newurbanmechanics.org
which context makes sense? Not sure how to cancel a class I registered for online. The cancellation policy just says what time frame I need to cancel in, but not how to do it online. Only suggestion is to call the store. Doesnt seem worth the hassle.
but be careful… what idiot made the decision that says - ‘if they are on a cellular connection they are not interested in anything but a static text display of the store operating hours’?
(some) tools stakeholder co-design interviews body storming field research business origami touchpoint matrix service blueprint service inventory experience map design games experience matrix
stakeholder interviews what experiences do internal stakeholders think should happen? what experiences do stakeholders think ARE happening? what assumptions are stakeholders making?
field research http://www.flickr.com/photos/romeral/3911756000
field research what experiences are happening? what experiences are customers expecting? what channels, devices or platforms do customers want to interact with? When? what do customers do if their expectations are disappointed?
touchpoint matrix track all ways customers interact with your organization can use both for as-is and to-be states excellent for corralling complex marketing and advertising programs helpful for non-web/non-technology people to understand impacts good way to evangelize need for holistic experience (don’t paw the customer)
service inventory http://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg
service inventory inventory all services customer encounters similar to a process map but focuses on the customer and their service needs good to build after mapping customer’s journey illuminates areas where you can surprise & delight (or royally screw up)
design games http://www.flickr.com/photos/elitatt/4959931 232 http://www.flickr.com/photos/centralasian/4099680559
design games great with non-designers bar is low, nothing is wrong think of as more play than work can bring out quieter types new ways of thinking
gamestorming - the book http://www.flickr.com/photos/elitatt/4959938630
co-design sketch with project team draw with stakeholders diagram with support teams sticky note with customers less about the outcome, more about the conversation
body storming http://www.flickr.com/photos/xian/3763798434
body storming sketching not with a pencil and paper, but with our bodies (Dave Gray) physically act out possible experiences often used for designing services, especially within physical environment start with scenario or task, improv the customer and support roles (including props)
business origami (@jessmcmullin) http://www.flickr.com/photos/benry/4101687804
business origami 3 dimensions helps envision experience solutions can be easier than sketching for non- designers to feel creative great for services and experiences that involve crossing locations easy to move pieces lessen any feeling of commitment or making a mistake
service blueprint start with the customer experience track the customer actions include needed touchpoints determine how service components link determine how internal people, processes and systems support
Service Blueprint http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
SCAD Service Design Projecthttp://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png
experience map customer perspective, actions and reactions throughout interactions triggers and touchpoints intangible and qualitative motivations, frustrations and meanings can get all points of view on the table (e.g. is your experience my experience?)
what is needed to support a better experience?
think about desired experience most convenient channel/touchpoint (face to face, mobile app, phone, website, etc) information needed to support the desired experience how the service components link together support people and systems needed to support the experience added services or value that could be added for loyalty and delight