Designing Customer Experiences


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Presentation of customer and user - centric design problem solving experiences with inspiration and information from from Adaptive Path's User Experience (UX) Intensive workshops and book "Subject To Change" - For Bolin Digital Education Series

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Designing Customer Experiences

  1. 1. Designing Customer Experiences image credit: /
  2. 2. Information and inspiration from: image credit:
  3. 3. <ul><li>Marketing </li></ul>Communications Branding Design
  4. 4. Output of UX (user experience) Intensive Design strategy Design research Information architecture Interaction design
  5. 6. Design Strategy
  6. 7. Design Research
  7. 8. Information Architecture
  8. 9. Interaction & Interface Design
  9. 10. <ul><li>Products </li></ul>Services Experiences
  10. 15. <ul><li>The product is the experience. </li></ul>
  11. 16. <ul><li>The experience is the differentiator. </li></ul>
  12. 17. <ul><li>What is design ? </li></ul>Defining customers Experience design strategy
  13. 18. <ul><li>What is design? </li></ul>
  14. 19. Design is:
  15. 20. Design is: image credit: /
  16. 21. Design is:
  17. 22. Design is:
  18. 23. Image source :
  19. 24. Design is: an activity that requires us to develop empathy for others, which involves a deep understanding of how people will interact with something. It is a process of problem solving that uncovers obvious flaws as well as hidden truths. It is a creative activity that generates things we can react to and helps us draw conclusions and make decisions .
  20. 26. <ul><li>Defining Customers </li></ul>
  21. 27. Credit: ?_r=1
  22. 29. image credit:
  23. 30. image credit: /
  24. 31. Ethnography: Employees and business owners generally spend time in board rooms, meeting rooms, offices, studios and airplanes, not in their customer’s living rooms .
  25. 32. studying culture, behaviors, motivations, meaning and context … requiring us to build empathy for our clients’ customers! Ethnography involves:
  26. 33. Triangulate image credit:
  27. 34. Good research deliverables: <ul><li>Are clear and straightforward </li></ul><ul><li>Use mixed research methods </li></ul><ul><li>Tell stories </li></ul><ul><li>Engage readers </li></ul>
  28. 35. <ul><li>“ The effectiveness of a research report is inversely proportional to the thickness of its binding.” </li></ul>- Todd Wilkens
  29. 36. <ul><li>Experience Design Strategy </li></ul>
  30. 37. image credit: USPTO
  31. 38. <ul><li>“ You press the button, we do the rest.” </li></ul>- Eastman Kodak Advertising slogan, 1888
  32. 39. Experience design strategy is NOT Parity to competitors’ products, services, features, benefits or brand Better quality management Being the best Being novel Brand strategy
  33. 40. “ Hmmm..let’s see….What ideas we can take from our competitors?” image source: /
  34. 41. <ul><ul><ul><li>Instead, how can we deliver unique value to meet the needs an wants of a specific segment of our clients’ customers? </li></ul></ul></ul>
  35. 43. Product strategy technology > features > experience
  36. 44. image credit:
  37. 45. Product strategy: technology > features > experience Customer strategy: What users? > tasks, goals, preferences > behaviors, motivations
  38. 46. play image credit: Apple manage browse
  39. 47. <ul><li>“ To customers, the only thing that matters is the experience.” </li></ul>-Brandon Schauer
  40. 48. What are the characteristics of a good design strategy? Focuses on what matters to customers the most Truly differentiates itself Is invested in and managed Can be cultivated and nurtured
  41. 49. Good rules to follow: Begin with the experience you want to design for, and then identify the components that will deliver it. Build prototypes, not products. Ideas are neither scarce nor fragile. Plan and stage “wow” experiences over time.
  42. 50. <ul><li>THE SOCIALISTA </li></ul><ul><li>Anna, 21, female suburban millennial </li></ul><ul><li>The of use lip balm is ingrained in the Socialista’s daily life — it is an essential item, along with gum, brush, makeup and perfume. She has never “left home without it.” </li></ul><ul><li>Because she is a student, she has a modest dispensable income, but price is not an issue for Anna. She uses Carmex because it works, although she has also purchased other brands, due to their attractive packaging or compelling marketing messaging, including Miso Pretty, Dirty Girl and LaMer. </li></ul><ul><li>Growing up, she's never remembered a time when Carmex wasn't in her mother's purse or the bathroom cabinet. </li></ul><ul><li>Technology is ubiquitous in her life; she carries a mobile phone as her means of communicating with her close friends, often multiple times during the day (texting and calling). She also has a mobile mp3/video player, and has regular access to the Internet at college, and uses it for entertainment or social networking. She connects to her friends and family through Facebook, and texting/talking on her mobile phone. Email is “old school” to her. It’s used for exactly that: school and school only. </li></ul>Personas
  43. 51. Proofs of concept (concept model) image credit: /
  44. 52. Representational (concept) Models
  45. 53. Prototypes
  46. 54. <ul><li>So, we’re already thinking like designers. </li></ul>
  47. 56. image credit :
  48. 57. image credit :
  49. 59. Radisson customer experience
  50. 61. <ul><ul><ul><li>“ It ’ s difficult to do things that are new, better, and different. Creating something new is easy. Creating something desirable is difficult. It ’ s a feat to create something new, compelling and hard to imitate, and then find a way to bring it together and take it to market. ” </li></ul></ul></ul><ul><ul><ul><li>Subject to Change </li></ul></ul></ul><ul><ul><ul><li>Merholz, Schauer, Verba, Wilkens </li></ul></ul></ul>image credit:
  51. 62. <ul><li>The End </li></ul>