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Designing Customer Experience - Cookbook

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YOU are the chef in desinging customer experience. Learn the essential cooking tecniques in understanding customer experience, tools to develop strategy and basic research & design skills.

Published in: Design, Business, Technology

Designing Customer Experience - Cookbook

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  8. 8. 1 2 3 4Understand Develop strategy Design experience Measure & monitorCustomer Customer needs impact Customer experience strategyBusiness Business goals impactTools1. Experience labs 4. Customer experience framework 7. Experience labs as2. Need finding 5. Prototype ongoing program3. Elevator pitch 6. Design principles 8. Analysis tool such as Google Analytics%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
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  10. 10. 1 2 3 4Understand Develop strategy Design experience Measure & monitorCustomer Customer needs impact Customer experience strategyBusiness Business goals impactTools1. Experience labs 4. Customer experience framework 7. Experience labs as2. Need finding 5. Prototype ongoing program3. Elevator pitch 6. Design principles 8. Analysis tool such as Google Analytics%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  11. 11. 1 Understand > Elevator pitch A(@17=5(+245"671(79371&7+7( 45=154(*&5?(+T=1&5, Clearly articulate your offering. V"1(Z((5=1@75(!245"671([(*?"(Z(+245"671(77K4([(: Z31"K2+5(=67[(&4(=(Z31"K2+5(5,37[(5?=5(31"Y&K74( Z(Y=T27(31"3"4&5&"([J(WT&#7("5?71(Z((31"K2+5(5"(+"63=17([:( 5?&4("HH714(Z(K&HH7175&=5"1([J(Individual Activity : Write down your elevator pitch (5 min) %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  12. 12. 1 Understand > Experience labs747=1+?(45=154(*&5?(,"2Meet customer for experiencelabs.Its an open-ended, qualitativeone-on-one sessions that capture Surveyboth strategic and tactical customerinsights. Focus Market group research Experience labsBenefit: UsabilityIt’s learnable skill. Interviews testingIt costs almost nothing if you do by yourself.It’s fast and integrative to design process.Empathy stays with your company. %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  13. 13. ]7=K("H(>7=T5?( O==@7675Hear See Create
  14. 14. 1 Understand > Experience labsListen to stories about the users real experiences and understandthem in a deeper way. What? Who (tasks / goals) Why? Where / when? (motivation) (context) How? (expectation)%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  15. 15. 1 Understand > Experience labsIndividual activity : Experience labs prep (10min) •Write down what (think) you already know about your customer. (assumptions) •Write down areas you need to find out more. (interview objective) Who are they? When / where? Demographic, profile, values •When do they use your product/ services? •When / where do they use your website? •What do they do before or after using your website? Why? •What is their motivation in using How? your product / services? •How do get to know your product? How are they •Why are they using web? making a decision? •How are they using the web currenlty? •How do they expect using your website to be? What are goals and tasks? • What are their goal using your What you want to find out more: product/ services? 1.____________________________ • What are the key tasks when using 2.____________________________ your website? 3.____________________________ %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  16. 16. 1 Understand > Experience labsActivity in pair : Interview your customer (10 min x 2) •Introduce your product / services using elevator pitch •Ask customers ‘open - ended’ questions using following probes. It’s a user-led conversation, not a questionnaire. Who are they? When / where? Introduce yourself (job, family...) •When do you need < >? How would you describe as a... •When / where do you use < > web? •What do you do before or after using < > website? Why? •What is your motivation in using How? <kind of product/ service>? •Why are they using web? •How do you get to know < >? •How are they using the web currently? •How do you expect using < > website? What are goals and tasks? Useful probes: •What is your goal in using < > 1. Tell / show me how you usually do? •What is the main thing you want to 2. What’s most important to you? Why? do on < > website? 3. How do you feel? 4. (lots of) why? %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  17. 17. 1 Understand > Needs finding 8951=+5(#7,(2471(&4&@?54(=K( &K75&H,(^2_=15&+2T=57K(77K4 Info needs What you hear / observe functional needs emotional needs Goal Key tasks What you infer / synthesize Key unmet needs Motivation Expectation ContextIndividual Activity : Write down your key insights using this framework. (5 min) %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  18. 18. 1 2 3 4Understand Develop strategy Design experience Measure & monitorCustomer Customer needs impact Customer experience strategyBusiness Business goals impactTools1. Experience labs 4. Customer experience framework 7. Experience labs as2. Need finding 5. Prototype ongoing program3. Elevator pitch 6. Design principles 8. Analysis tool such as Google Analytics%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  19. 19. 2 Develop strategy>?=5(4?"2TK(,"2(&631"Y7`Customer experience strategy is a brief, simple and directsummary of- what the desired experience should be- the change necessary to improve the customer experience !&-.5&,$DE>&5.&)1&$F*(*&8&)*$ !"#$ %&$()*$*+$,&-./)$()$&00&1*.2&$-(3&-$*++3$*4(*$ -*5&)/*4&)-$#67-$5&1+88&),(*.+)-$$(),$5&(--95&-$ 19-*+8&5-$$ ! :;<$ %&$()*$*+$,&-./)$()$(,2.-+5=$*++3$*4(*$4&3>-$#6-$*+$ &)/(/&$.)$($8&().)/093$,.(3+/9&$.*4$($19-*+8&5$ ! ?@A$ %&$()*$*+$,&-./)$($1+)1&>*$B5+1495&$*4(*$(,,5&--&-$ 19-*+8&5-7$1+)1&5)$(),$15&(*&-$.)*&5&-*C! G.)$H.1I=$J$K5+9>$"9-*+8&5$DE>&5.&)1&$ 38%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  20. 20. 1 2 3 4Understand Develop strategy Design experience Measure & monitorCustomer Customer needs impact Customer experience strategyBusiness Business goals impactTools1. Experience labs 4. Customer experience framework 7. Experience labs as2. Need finding 5. Prototype ongoing program3. Elevator pitch 6. Design principles 8. Analysis tool such as Google Analytics%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  21. 21. 3 Experience design > Customer experience framework .&42=T&a7(,"21(+245"6714S( 7KQ5"Q7K(79371&7+7 Customer Journey WK7145=K( O=#7(=( A*=17744 !17=57(&571745 V&145(+"5=+5 L7+&4&" /1"K2+5 Channel 85#2$ 9$%( 7(2/$# 9%-2:;*&,2:Individual Activity: end-to-end customer experience (10 min) • Draw your customer journey / involved channels using this framework %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# • What is the main role of web? Think about how to optimize the end-to-end experience
  22. 22. 3 Experience design > Prototype/1"5"5,37(5?7(&K7=4(=K(5745(7=1T,Anyone can prototype.Prototypes can be hand-sketch, powerpoint, or any other format.Prototyping is a thinking tool and facilitate testing.%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  23. 23. %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  24. 24. 3 Experience design > Prototype%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  25. 25. 3 Experience design > Elements of designL74&@(&4(6"17(5?=(Y&42=T4“Design is how is works” Steve Jobs Visual design Content / language Structure Function%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  26. 26. 3 Experience design > design tips<=4&+(5&34(5"(K74&@(=(4&63T7("T&7(79371&7+7( Visual design Content / language Set clear visual Speak human hierarchy Structure Function Make the grouping Focus on 1-2 key obvious function%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  27. 27. 3 Experience design > Design examplesSet a clear visual hierarchyMake the most important thing big. %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  28. 28. 3 Experience design > Design examplesMake the grouping obvious.The less elements there are, the simpler it feels. %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  29. 29. 3 Experience design > Design examplesSpeak human.Emotions makes it feelsimpler.speakhuman.tumblr.com %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  30. 30. 3 Experience design > Design examplesFocus 1-2 key tasks. %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  31. 31. 3 Experience design > Design examplesFocus 1-2 key tasks.Ruthlessly! %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  32. 32. 1 2 3 4Understand Develop strategy Design experience Measure & monitorCustomer Customer needs impact Customer experience strategyBusiness Business goals impactTools1. Experience labs 4. Customer experience framework 7. Experience labs as2. Need finding 5. Prototype ongoing program3. Elevator pitch 6. Design principles 8. Analysis tool such as Google Analytics%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  33. 33. 4 Experience design > Monitor and measureb75(+1&571&=(=K(67=4217Based on the key unmet needs identified, set criteria to measure •Easy: How easy customers feel to complete their tasks? Customer •Useful: How useful customers found the information / offering useful? impact •Enjoyble: Is the overall experience pleasant? •Net Promoter Score (Promoter - Detractor) Business •Website traffic impact •Number of downloads •Sales %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
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  36. 36. .*/6*2/<#$&/$*+(%,"-$* 62$1*#2&+;2-2$0*,#23/*=* BcEd((Sales ,<;%+&/$*+(%-## +67% T&H5 AY71=@7(K=&T,(4=T74(H"1( 3=45(BE6"5?4(H"1(5"3( H2K%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  37. 37. L74&@(7@=@74(+245"6714(76"5&"=TT,J%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
  38. 38. 86"5&"=TT,(4=5&4e&7K(+245"6714(=17(BEEd(6"17(T&#7T,(5"(437K Average Monthly Spend $251 $136 $136 Emotionally Satisfied Dissatisfied satisfied 44Source: Gallup Global Customer Engagement Survey (Retail Banking) 2005Source: Gallup Global Customer Engagement Survey (Retail Banking) 2005
  39. 39. K(f(K(R(gL( design difference delighted customers%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#
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