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Designing our Customers Experience

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We’ve been riding on a wave of consumerism since the best part of last century, product of the industrial and services revolutions, the amount of products and services outpaced even the most wild thinkers.

There’s just too much of everything! Choices are good, but hard to make!

Product features first, Product design next used to be central to developing new products and attached services, but clearly we’ve passed those days, so if it’s not about features, nor it’s design how do we create meaningful and attractive differentiation for our future products and services propositions?

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Designing our Customers Experience

  1. 1. Designing Our Customers Experience Pedro Custódio, ExD Wien, 2014
  2. 2. 2 In the beginning there were PRODUCTS ExD 2014
  3. 3. 3 Then products became connected and connected products created SERVICE ExD 2014
  4. 4. 4 By connecting products, services and platforms we suddenly have do design and plan for a whole experience ecosystems ExD 2014
  5. 5. 5 Products and Services Ecosystems forces us to rethink our usability and experience learnings, we now operate in a much more complex environment. ExD 2014
  6. 6. 6 ExD 2014 Products and Services Ecosystems forces us to rethink our usability and experience learnings, we now operate in a much more complex environment.
  7. 7. 7 The Progression of the Economic Value highly differentiated Undifferentiated AGRARIAN INDUSTRIAL SERVICES EXPERIENCE Extract Commodities ECONOMIES Make Goods Deliver Services Stage Experiences Price Premium Price ExD 2014
  8. 8. 8 User Experience became the only real product and service differentiator ExD 2014
  9. 9. HOW do we design better experiences? 9 ExD 2014
  10. 10. 11 ExD 2014 Research + Design Processes
  11. 11. 12 Let’s start from the beginning, or shall we say from the center? WHO ExD 2014
  12. 12. 13 WHAT ExD 2014 WHAT do they want? WHAT do they need to accomplish the tasks? WHAT do WE need/wish from them? WHAT are the key problems or barriers in todays experience?
  13. 13. 14 Where are the actions and interactions WHERE taking place? In which context? ExD 2014
  14. 14. 15 CONTEXT IS VITAL! ExD 2014
  15. 15. How are we delivering against all of those learnings? HOW 16 ExD 2014
  16. 16. 17 WE MUST DESIGN THE WHOLE EXPERIENCE ExD 2014
  17. 17. 18 EXPERIENCE is not a bandaid! It starts on day ZERO! ExD 2014
  18. 18. 19 BEFORE, DURING and AFTER! ExD 2014
  19. 19. Customer Journey 20 BEFORE DURING AFTER
  20. 20. Customer Journey 21 EXPLORE BUY START UP USE GET HELP RENEW OR LEAVE
  21. 21. EXPLORE 22 Research | Choose | Validate
  22. 22. 23 BUY Order | First Payment | Wait | Receive
  23. 23. 24 START UP First Use | Setup | Welcome
  24. 24. 25 USE Use | Manage | Payment | Value
  25. 25. 26 SUPPORT Question | Problem | Escalate
  26. 26. 27 RENEW OR LEAVE Renew | Leave | Suspend | Move
  27. 27. 28 Ma“rDtinee Npe Duemseigienr” The Designful Company, 2009 ExD 2014
  28. 28. 29 Fitch IKEA Customer Journey Example http://fitch.com ExD 2014
  29. 29. 30 Kuudes Kerros Service design concept for Helsinki City Library http://kuudes.fi ExD 2014
  30. 30. 31 Vodafone Joyn User Journey http://joynus.com ExD 2014
  31. 31. 32 Customer Experience Lifecycle ExD 2014 EXPLORE BUY STARTUP STARTUP GET SUPPORT RENEW / LEAVE
  32. 32. 33 Macro Customer Journeys vs Customer Segments Journeys ExD 2014
  33. 33. 34 Mart“inM Neteau Tmeeaimer” The Designful Company, 2009 Communications Sales Marketing Risk Management Exec Finance Strategy Legal Admin HR Brand Operations Distribution Products Services IT Graphic Design PR Exhibits Web Design Package Design Advertising Experience Design Product Design Ethnography Research Intellectual Property Process Design Training Brand Strategy Identity Design Events Financial Reports Management Consulting ExD 2014
  34. 34. 35 Photo: Getty Make it or Break it! An Experience is built cumulatively with each interaction, so the quality of those will add up to the memory of the overall experience ExD 2014
  35. 35. 36 Ten GREAT laws of EXPERIENCE ExD 2014
  36. 36. 37 but generative SIMPLE ExD 2014
  37. 37. 38 REPEATABLEbut not boring ExD 2014
  38. 38. 39 FACILITATES but doesn’t take over ExD 2014
  39. 39. 40 EDUCATES but doesn’t push! ExD 2014
  40. 40. 41 DIFFERENT but still familiar ExD 2014
  41. 41. 42 INTELLIGENT adding context value to each use ExD 2014
  42. 42. HUMAN 43 at the center ExD 2014
  43. 43. 44 SECURE but discreet
  44. 44. 45 Permanently INCOMPLETE and yet clear ExD 2014
  45. 45. 46 SHARABLE we talk about the good / bad experiences ExD 2014
  46. 46. 47 SURPRISE adding more value, than expected ExD 2014
  47. 47. Obrigado! http://pedrocustodio.com @pedrocustodio

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