Cex in the city 2015 "Desiging great experiences and why we need behavioral scientists for that"
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Designing great experiences and why we need behavioral scientists for that. How to apply User Centered Design principles and psychology to design great experiences
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Cex in the city 2015 "Desiging great experiences and why we need behavioral scientists for that"
- 1. Designing great experiences Why we need behavioral scientists for that Yvonne van Laarhoven @y_v_laarhoven
- 2. Why you experience wine better when you're on holiday?
- 3. Need for behavioral science
- 5. Emotional curve customer journey tourist Time Emotion
- 6. Levels of needs Physological Safety Social Esteem Self actualisation
- 7. How to design a great experience? ‘Peak-end rule’ by Daniel Kahneman
- 10. South Travel knows ‘end’ starts 2 days before last day
- 11. What can we learn from South Travel?
- 12. Focus on user goals
- 13. Theory for designing experiences Emotional Design: The three kinds of design: • Visceral Design emphasizes appearance. • Behavioral design emphasizes function, understandability, and the sheer joy of handling, touching, hearing, and using a product. • Reflective design is about pride of ownership, about image, and the role of brands. Donald Norman
- 14. User Centered Design principles User-Centered Design (UCD) is a multidisciplinary design approach based on the active involvement of users to improve the understanding of user and task requirements, and the iteration of design and evaluation.
- 15. How can we improve the wake up experience?
- 16. Find out who your ‘users’ are
- 17. What they do and what they need
- 18. Understand context of interaction with you
- 19. User research
- 20. Data exploration Use what we already know
- 21. Behavioral scientists for understanding the “why” and optimizing experiences
- 24. Involve behavioral scientists to understand and improve experiences Apply user centered design principles for delivery of great experiences Explore existing data to better understand your users, their needs and desires
- 25. It’s all about experience! Yvonne van Laarhoven Manager CX Analytics @ Digital Power yvonne.vanlaarhoven@digital -power.com +31(0)6 48 18 47 30 @y_v_laarhoven