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The power of
in CX design
2
Hello im James
@jamreece
Service Designer @sparckhq
3
The Power of Brand in Customer Experience - UCD Bristol #17
5
Sparck is the Digital Design
Consultancy of BJSS
6
We work with ambitious
organisations to deliver growth and
cost optimisation by (re)designing
business strategies, services and
products
7
We work at a high velocity
We are focussed on outcomes not outputs
We help people shift their ways of working
8
Researched, prototyped, designed and launched the new NHS App
NHS
APP
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
https://vimeo.com/285452335
The Power of Brand in Customer Experience - UCD Bristol #17
12
The power of
in CX design
13
What we are covering today:
• The age of experiences
• What is a brand?
• Minding the brand gap
• Techniques to integrate brand in CX
14
Part 1: The age of experiences
https://hbr.org/1998/07/welcome-to-the-experience-economy
Experiences
Services
Goods
Commodities
Competitiveposition
Differentiated
Undifferentiated
Market PremiumPricing
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
18
What makes for a brilliant
customer experience?
https://giphy.com/gifs/top-cat-OirvEa3bdbjAA
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
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
21
Brands create interest and desire.
https://makemac.grid.id/read/21973724/apple-kembali-jadi-perusahaan-paling-inovatif-buat-ke-9-kalinya
22
http://semanticstudios.com/user_experience_design/
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/
24
https://www.amazon.co.uk/Thinking-Fast-Slow-Daniel-Kahneman/dp/0141033576
25
Part 2. What is a brand?
26
Brand ≠ Logo
27https://www.businessoffashion.com/articles/opinion/the-revolution-will-not-be-serifised-why-every-luxury-brands-logo-looks-the-same-burberry-balmain-balenciaga
28
https://www.subtraction.com/2018/02/15/how-to-redesign-a-tech-logo/
29
https://www.designsystems.com/5-tips-from-an-airbnb-designer-on-maintaining-a-design-system/
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
Everything has a brand
https://brandless.com/
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
33
Brand is an organisation’s
differentiator
34
Brand provides the perfect
opportunity to differentiate
customer experiences
35
Customer experiences are
reaching functional parity
36
Part 2. Mind the brand gap
37
Brand promise Actual experience
The brand gap
Gap
38
http://i.imgur.com/ODsqGOS.jpg
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
40
http://i.imgur.com/ODsqGOS.jpg
41
We judge brands on the experience
they give us, not on what they
promise
42
43
https://www.theverge.com/2019/3/27/18284042/apple-macbook-keyboard-apology-issues-bad-design
44
Spot the brand gap
45
See what the brand believes in,
then check if it delivers it in it’s CX
46
“Strive for perfection in everything you
do. Take the best that exists and make it
better. When it doesn’t exist, design it.”
Sir Henry Royce
47
https://www.theverge.com/2014/10/8/6945999/in-pictures-rolls-royce-goodwood-factory-tour
48https://www.theverge.com/2014/10/8/6945999/in-pictures-rolls-royce-goodwood-factory-tour
49https://money.cnn.com/2015/04/30/autos/rolls-royce-stripe-painter/
50
https://www.theverge.com/2014/10/8/6945999/in-pictures-rolls-royce-goodwood-factory-tour
51
https://www.theverge.com/2014/10/8/6945999/in-pictures-rolls-royce-goodwood-factory-tour
52
53
Adhering to CX principles can
protect the brand
54
“By your side, for your next step.”
Lloyds Bank
55© Lloyds Bank PLC
56https://www.horsetalk.co.nz/2017/10/05/horse-show-equine-poop-power/
57https://www.theguardian.com/business/2018/nov/22/centrica-shares-british-gas-customers-numbers-fall
58
© Centrica
/ YouTube
59
“We're building a bank, together.”
Monzo
60
© Monzo
61
© Monzo
62
© Monzo
63
© Monzo
64
© United Airlines
65
“Fly the friendly skies.”
United Airlines
66
https://www.independent.co.uk/news/business/news/united-airlines-united-continental-shares-slide-drop-expect-passenger-dragged-flight-3411-overbooked-a7678051.html
67
Staff issue? Police issue?
Service Design issue?
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!
69
“Keep climbing.”
Delta Air Lines
70
© Delta Air Lines
71
© Delta Air Lines
72
© Delta Air Lines
73
© Delta Air Lines
74
© Delta Air Lines
75
Let brand differentiate the CX,
without getting in the way
76
© Vauxhall Motors
77
Part 4. Experience principles
and the brand lens
78
Experience principles express the
team’s shared vision for great CX
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
80
What do effective experience principles
describe?
• Customer needs
• Organisational behaviour change
• Brand values
What makes a good experience principle?
• Memorable
• Helps you say no
• Not a truism
• Broadly applicable
81
https://matthewstrom.com/writing/principles.html
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

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The Power of Brand in Customer Experience - UCD Bristol #17

Editor's Notes

  1. User Experience Honeycomb by Peter Morville (2004)
  2. This is Mark, his only job is painting the coachline on cars using squirrel hair brushes
  3. Inspired by this great article: https://medium.com/@writingprincess/united-airlines-dude-use-your-data-to-solve-your-people-problem-9a813e0a551b
  4. 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.
  5. 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.
  6. When brand / marketing gets in the way
  7. What makes a good design principle? By Matthew Ström