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Zilver on customer experience design

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How do you increase your opportunities for meaningful customer centric innovation? In this deck the Zilver team explain how they broaden the product scope and explore deeper outcomes to create blue oceans of opportunity. The Experience Design Matrix is introduced and explained with cases and exercises.

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Zilver on customer experience design

  1. 1. IMPROVE PRODUCTS THROUGH CUSTOMER EXPERIENCE DESIGN PRODUCTIZED CONFERENCE 2015 ERIK ROSCAM ABBING | MARIT COEHOORN ZILVER INNOVATION
  2. 2. GOOOOOOOOD MORNING!!!! :-)
  3. 3. WHAT YOU CAME HERE FOR… http://www.productized.co/
  4. 4. ABOUT YOU. • who are you? • what do you do? • what brought you here? • what positive experience did you have on the way here?
  5. 5. SO,WHO ARE YOU? • product manager? • product designer? • ux/ui designer? • software engineer? • customer experience designer? • product marketeer?
  6. 6. ABOUT US. • who are we? • what do we do? • what brought us here? • what positive experience did we have on the way here?
  7. 7. WHAT TO EXPECT FROM THIS MORNING. 3 insights,2 cases,3 exercises.
  8. 8. WHAT IS CUSTOMER EXPERIENCE DESIGN? design & innovation approached from an holistic customer perspective.
  9. 9. THE WHY WHY IS CUSTOMER EXPERIENCE DESIGN IMPORTANT?
  10. 10. DRILL.
  11. 11. INNOVATION OF THE DRILL. ?
  12. 12. DOES THIS REALLY STILL ADD VALUE?
  13. 13. BROADEN THE SCOPE. upgradesadditional products ease of use energy usage surroundings … … … … … … charging storing
  14. 14. BROADEN THE SCOPE. YOUR PRODUCT additional products context of use required resources related activities other journey steps ….…
  15. 15. SO,WHY IS CUSTOMER EXPERIENCE DESIGN IMPORTANT? From a customer perspective, an (isolated) product is only part of the answer.
  16. 16. Broaden the scope. INSIGHT #1
  17. 17. ZILVER-CASE #1 EUROPCAR EXPERIENCE JOURNEY
  18. 18. EXERCISE #1 BROADEN THE SCOPE
  19. 19. 3 products to choose from… television bicycle lawnmower
  20. 20. 10 minutes to broaden the scope 1 minute per group to present results & insights television bicycle lawnmower
  21. 21. but wait… there’s another reason why customer experience design is important.
  22. 22. “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” Theodore Levitt,Harvard marketing professor
  23. 23. DRILL.
  24. 24. HOLE?
  25. 25. PHOTO ON A WALL.
  26. 26. MEMORY.
  27. 27. HOW DID WE GET FROM DRILLS TO MEMORIES? We kept asking why. We kept exploring our customer’s outcomes. something you want to be able to do or feel.
  28. 28. THE SEMANTICS OF OUTCOMES. • an outcome is something you want to be able to do or feel. • CD > spotify:“I want to listen to my music anywhere,anytime” • Post > email:“I want to reach my grandmother instantly”
  29. 29. THE SEMANTICS OF OUTCOMES. outcome (implicit,not product-related): “I want to be reminded of the good times.” needs (explicit,product-related): “I need a drill.”
  30. 30. DEEPEN THE OUTCOMES. YOUR PRODUCT why… why… why… why…
  31. 31. DEEPEN THE OUTCOMES. YOUR PRODUCTown a drill make a hole hang a photo keep a memory
  32. 32. SO,WHY IS CUSTOMER EXPERIENCE DESIGN IMPORTANT? (PART 2) From a customer perspective,the product is never the end goal.
  33. 33. Explore the outcomes. INSIGHT #2
  34. 34. ZILVER-CASE #2 ATAG KITCHEN EXPERIENCE
  35. 35. EXERCISE #2 EXPLORE THE OUTCOMES.
  36. 36. 3 products to choose from… television bicycle lawnmower
  37. 37. 10 minutes to explore the outcomes 1 minute per group to present the‘ladder’of outcomes and alternatives you discovered television bicycle lawnmower
  38. 38. BY COMBINING THESE TWO INSIGHTS: Explore the outcomes. INSIGHT #2 Broaden the scope. INSIGHT #1
  39. 39. CUSTOMER EXPERIENCE MATRIX. YOUR PRODUCT WHY WHY WHY WHAT MORE WHAT MORE WHAT MORE WHAT MORE WHAT MORE WHAT MORE deeper outcomes broadened scope broadened scope
  40. 40. CUSTOMER EXPERIENCE MATRIX. #1 broaden the scope YOUR PRODUCT #2 deepen the outcomes
  41. 41. How have other innovators done it… YOUR PRODUCT WHY WHY WHY WHAT MORE WHAT MORE WHAT MORE WHAT MORE WHAT MORE WHAT MORE deeper outcomes broadened scope broadened scope YOUR PRODUCT WHY WHY WHY WHAT MORE WHAT MORE WHAT MORE WHAT MORE WHAT MORE WHAT MORE deeper outcomes broadened scope broadened scope YOUR PRODUCT WHY WHY WHY WHAT MORE WHAT MORE WHAT MORE WHAT MORE WHAT MORE WHAT MORE deeper outcomes broadened scope broadened scope YOUR PRODUCT WHY WHY WHY WHAT MORE WHAT MORE WHAT MORE WHAT MORE WHAT MORE WHAT MORE deeper outcomes broadened scope broadened scope
  42. 42. SO WHY CUSTOMER EXPERIENCE DESIGN? Because: #1 an (isolated) product is never the complete answer. #2 there are deeper outcomes your customer wants to achieve. customer experience design gives you a broader and deeper innovation scope.
  43. 43. discussion: HOW CAN YOU APPLY THE LEARNINGS FROM NESPRESSO,TESLA,NETFLIX & NIKE IN YOUR COMPANY?
  44. 44. COFFEE BREAK ;-)
  45. 45. THE HOW. HOW CAN WE INNOVATE & DESIGN FOR CUSTOMER EXPERIENCE?
  46. 46. 4 EXPERIENCE INNOVATION CAPABILITIES: • How can we understand what our customers really want? • How can we find the focus that fits our brand & strategy? • How can we design the right solutions for these outcomes? • How can we implement the solutions smoothly?
  47. 47. UNDERSTAND
  48. 48. FOCUS
  49. 49. DESIGN
  50. 50. IMPLEMENT
  51. 51. Use the 4-leaf clover to design for customer experiences. INSIGHT #3
  52. 52. EXERCISE #3 USING THE 4-LEAF-CLOVER-MODEL
  53. 53. discussion: HOW DID IT GO? DID THE TOOLS WORK? DID YOU GET GOOD IDEAS?
  54. 54. discussion: HOW CAN WE HELP YOU APPLY THIS ON MONDAY?
  55. 55. BROADEN THE JOURNEY. EXPLORE THE OUTCOMES. USE THE 4-LEAF CLOVER MODEL.
  56. 56. THANK YOU :)

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