Talk from UCD Bristol Meetup in April 2019.
When it comes to designing brilliant customer experiences, “easy” is increasingly just table stakes. This session will explore how, in addition to meeting customer needs, applying a brand lens to CX can result in a more memorable and effective CX design and strategy, by ensuring that the customer experience delivers on the brand’s values and promises.
The speaker: James Reece
Passionate about delivering value and meaningful change for organisations through human-centred design, James has 18 years of experience in designing effective experiences for clients, such as The Welsh Government, M&S, South West Trains, BMW Group and the BBC. He has won a Gold Webby Award and a place on the BIMA 100 list for ‘UX & Service Design’. James is currently a Service Designer at Sparck, a strategic design consultancy who work with ambitious organisations to deliver growth by designing business strategies, products and services.
9. 9
CLARIFY THE IDEA TEST THE CONCEPT REFINE AND GO LIVE SCALE TO ENTERPRISE
2-6
weeks
6-15
weeks
8-20
weeks
20+
weeks
Answer critical business
questions through rapid
prototyping & testing.
Sprints let teams reach
goals and deliverables and
gain key learnings, fast
Rapidly test & evolve
through prototyping.
Pinpoint the best
opportunities, understand
constraints, develop a
business case and plan for
production
Fast, agile delivery of a
high impact, quality assured
& viable proposition to
market, including systems
integration, new workflows
& training
Catalyse transformational
change; build the
capabilities to make change
continuous; measure &
evolve the strategy
RESEARCH
& DESIGN
ALPHA BETA
INDUSTRIALIZ
E
16. 17
“CX leaders have a 5.1x greater
revenue growth on average than CX
laggards.”
- Forrester research
https://www.forrester.com/report/CX+Quality+Can+Affect+Stock+Performance/-/E-RES142033
17. 18
What makes for a brilliant
customer experience?
https://giphy.com/gifs/top-cat-OirvEa3bdbjAA
18. 19
Meet & exceed customer expectations:
• Customer needs
• Mental model
• Brand promise
Brilliant Customer Experiences
They meet organisational objectives:
• Sales
• Customer Lifetime Value
• Cost to serve
19. 20
How UX sees itself
How UX sees marketing
https://eastinnovations.com/digital-transformation/digital-transformation-and-the-user/x
https://www.reddit.com/r/nostalgia/comments/8u5jdb/the_candy_cigarettes_which_let_you_blow_a_puff_of/x
20. 21
Brands create interest and desire.
https://makemac.grid.id/read/21973724/apple-kembali-jadi-perusahaan-paling-inovatif-buat-ke-9-kalinya
22. 23
“Our quest for efficiency must be
tempered by an appreciation for
the power and value of image,
identity, brand, and other elements
of emotional design.”
Peter Morville
http://semanticstudios.com/user_experience_design/
29. 30
“A brand is an overall experience
of a customer that distinguishes an
organisation or product from its
rivals in the eyes of the customer.”
Wikipedia
https://en.wikipedia.org/wiki/Brand
31. 32
What makes a brand?
How it
represents itself
Value
proposition
Customer
experience
How it talks
about it’s self
What it says it
believes in
Claimed differentiators Reality
38. 39
“I've learned that people will
forget what you said, people
will forget what you did, but
people will never forget how
you made them feel.”
Maya Angelou
Michael Ochs Archives/Getty Images
67. 68
Trying to fix this with service design
• Better use of data
• Propensity models
• Move the conversation from loss aversion to reward
• Ultimately prioritise customers to meet brand promise!
78. 79
Meet & exceed customer expectations:
• Customer needs
• Mental model
• Brand promise
Brilliant Customer Experiences
They meet organisational objectives:
• Sales
• Customer Lifetime Value
• Cost to serve
79. 80
What do effective experience principles
describe?
• Customer needs
• Organisational behaviour change
• Brand values
80. What makes a good experience principle?
• Memorable
• Helps you say no
• Not a truism
• Broadly applicable
81
https://matthewstrom.com/writing/principles.html
81. 82
Summary
• Customer experiences are key, but are reaching
functional parity
• Brand is a differentiator of
companies/products/services
• We judge brands on the experience they give us, not
on what they promise
• Unique and desirable CX can be achieved using
brand as a differentiator
• Experience principles can help translate brand into
CX
Editor's Notes
User Experience Honeycomb by Peter Morville (2004)
This is Mark, his only job is painting the coachline on cars using squirrel hair brushes
Inspired by this great article: https://medium.com/@writingprincess/united-airlines-dude-use-your-data-to-solve-your-people-problem-9a813e0a551b
Radio Frequency Identification (RFID) bag tags are already attached to bags everywhere Delta flies, and customers are reaping the benefits. Starting today, customers will now receive live push notifications from critical points along their bag’s journey. A quick note will let a customer know when their bag is successfully loaded onto an aircraft, which carousel it will arrive at for pickup and more.
Delta Air Lines has added automatic check-in to the Fly Delta app to streamline the check-in experience for customers and take the guesswork out of accessing a boarding pass.
When brand / marketing gets in the way
What makes a good design principle?
By Matthew Ström