Digital summit denver creating customer experience design

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These are the slides from my presentation at Digital Summit in Denver 2014. I presented on User Experience and Marketing as they combine for creating "Customer Experience Design."

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Digital summit denver creating customer experience design

  1. 1. Creating Customer Experience Design @codyl // modeeffect.com // #dsd14
  2. 2. Cody Landefeld Managing Director at Mode Effect ! 12+ YEARS IN DESIGN/WEB @codyl // modeeffect.com // #dsd14
  3. 3. User Experience is not just for design. It’s for customers. @codyl // modeeffect.com // #dsd14
  4. 4. 5 Benchmarks for effective Customer Experience Design @codyl // modeeffect.com // #dsd14
  5. 5. 1. Consistency User-friendly interfaces with style and appearance. Define a set of standards for product and service “consistency.” @codyl // modeeffect.com // #dsd14
  6. 6. Challenges • Responsive / Adaptive Design (Defining the right approach depending on data/content)
 • Following aesthetic trends (flat design marks challenges on conversion elements) @codyl // modeeffect.com // #dsd14
  7. 7. 2. Observation Frame the experience design in context with of your customers’ actual goals. Asking what they want isn’t always helpful. @codyl // modeeffect.com // #dsd14
  8. 8. Challenges • Scope is too small for actual/effective testing.
 • Client is unwilling to trust us to provide the
 right approach. @codyl // modeeffect.com // #dsd14
  9. 9. 3. Storytelling Create better imageries, emotions, and understanding through sharing of stories with your customer communities. @codyl // modeeffect.com // #dsd14
  10. 10. Challenges • Relating user experience guidance with stories.
 • Content. NEED more content! @codyl // modeeffect.com // #dsd14
  11. 11. 3. Expectation Effect Expectations affect perceptions and behavior. Expectation management should be a key component of the design process. @codyl // modeeffect.com // #dsd14
  12. 12. Challenges • Developing clearer goals for users.
 • Spending more time to create more guided
 paths in the User Experience process. @codyl // modeeffect.com // #dsd14
  13. 13. 4. Exposure Effect Find the best stimuli to repeatedly present. The strongest types of stimuli to consider are photos and meaningful phrases. @codyl // modeeffect.com // #dsd14
  14. 14. Challenges • Defining the scope and content your customer needs.
 • AGAIN! Content. NEED more content! @codyl // modeeffect.com // #dsd14
  15. 15. 5. Hick’s Law The time required for a customer to make a decision is a direct function of the number of available choices. @codyl // modeeffect.com // #dsd14
  16. 16. What did we learn?
 1. 5 Benchmarks for Customer Experience 
 Design. 2. Challenges we face when working with 
 clients. 3. User Experience is essential to 
 conversion. ! @codyl // modeeffect.com // #dsd14
  17. 17. What are we missing? @codyl // modeeffect.com // #dsd14
  18. 18. A few resources…
 • Why User Experience Cannot Be Designed
 • Empathy Requires Experience @codyl // modeeffect.com // #dsd14
  19. 19. Thanks. ! Visit modeeffect.com for articles and good UX stuff. @codyl // modeeffect.com // #dsd14

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