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10insightful
QUOTES ON
DESIGNING A
BETTER
CUSTOMER
EXPERIENCE
None of us is as smart as all of us.
Keeping your ideas to yourself is
detrimental. Diversity of people
equals diversity of ideas.
Denise Jacobs
Creativity... thrives on diversity,
tension, sharing and collaboration.
Stefan Klocek, “Better Together”
A client-agency relationship
is symbiotic. Work alongside
your appointed agency so that
they play a vital role in your
vision and help you achieve
your company or organisational
objectives and KPIs.
There is no such thing as
a stupid idea! Discuss all
possibilities to achieve the
best outcome.
Invest in discovery workshops
and stakeholder meetings
with your suppliers and staff
so that all parties learn about
your culture, listen to ideas and
collaborate as one team.
1. Create together
Products are people.
Ash Donaldson
Google Self-Driving Car Project
https://www.google.com/selfdrivingcar/where/
Improve your website content
by instilling an engaging tone
of voice. Avoid writing long, dry
content full of technical jargons.
Make digital interactions
fun by introducing subtle
animations or transitions that
fit the brand’s personality.
Rewrite robotic system
messages and help instructions
to be clear, precise, friendly and
perhaps even with a dose of
appropriate humour.
2. Design for emotional engagement
Design for context not devices.
Derek Featherstone
Display a phone number
during office hours, and a
contact form after hours.
Reprioritise information about
an event, such as logistics,
schedule and photos based on
whether it is leading up to the
event (logistics), during the
event (schedule) or after the
event (photos).
Present different help
information about getting to
one place, from car rentals to
walking instructions, depending
on how far the user is located
away from the destination.
3. Design for context
(time, location, proximity, device, state of mind, capabilities, activity & interests)
A form can be long if it matches
participant expectations.
Louise Bassett & Jessica Enders
Investigate whether the
type of language used in a
form matches user needs,
whether form length matches
expectations and whether the
form is understandable to all
target audiences.
Implement the WCAG
guide for accessibility to
make sure all users can
complete a form regardless
of any disability.
Empower research
participants to feel valued
and important to the user
research process to drive
accurate results.
4. Research user expectations
Innovate like a UX researcher.
Dan Szuc
Just because something has been
done the same way for 10 years
doesn’t mean it’s the best way to do it.
Constantly challenge the status quote
in every part of your current customer
experience to find new possibilities.
Observe your customer
behaviour and detect small
details in the activities of
your customers, suppliers and
partners that suggest new
ways of doing things.
Triggered by questioning, observing, networking and experimenting, you can draw
connections between questions, problems or ideas from unrelated fields, which form
the catalyst for creativity. Draw conclusions from connecting customer problems with
insights, and as a result, create new customer experience design solutions.
Get to know a diverse range of your
customers, not just your pre-determined
target market, to gain radically different
perspectives from individuals in order to
find new opportunities to innovate.
Networking
Associational
Thinking
Questioning
ExperimentingObserving
Constantly try out new
experiences, take things apart
and test new ideas. Failing fast
and failing often will result in
faster innovation and the ability
to find a better solution quicker.
5 traits of a
successful
innovator
Don’t be afraid to ask people
what they are doing.
Chris O’Brien
Conduct in-depth interviews
with customers to find out
where their pain points lie.
Spend time observing your
customers in the real world.
Analyse and implement the
findings, ensuring you build
brand rapport with your
customers.
6. Consult directly with customers
Design for MAGIC.
Make magic moments.
Laura Naylor, Cliff Curry & Will Bates
Start with a
classic story
arc
Make the
product the
hero
Keep your
shoot in
mind
Be inventive
but keep it
simple
Communicate the who,
what, where, when and most
importantly WHY of your
brand using the important
methods of storytelling and
meaningful UX design.
Communicate your vision
to your audience using
powerful triggers.
Use emotionally engaging
icons, images, video and
animation to communicate
with your audience.
7. Harness storytelling techniques
Answer human needs in a
brand-proprietary way.
Andrew Wight
Articulate your brand story
via identifying your brand
archetype and purpose.
Define your brand’s role in
your customer’s story, where
your customer is the hero,
you are the mentor and your
product or service is the gift.
Translate the story into
customer touchpoints.
8. Align the experience to your brand
Brand Archetpyes - http://www.inspectorinsight.com/emotion/making-your-brand-emotional-human-goals-and-buyer-behaviour/
Making sure you’re measuring
the right metrics is important.
Andrea Browne & Gillian Vogl
Understand the goals of
your organisation prior to
the development of an app
or website.
Help your company or
organisation understand and
set up reasonable metrics,
understanding context and
environment of line of enquiry.
Implement solutions based
on meaningful findings and
then measure the outcomes.
9. Define your goals and metrics
Building trust with
your customers leads
to brand loyalty.
Wesley Rodricks & Yuan Wang
https://thankyou.co
10. Build trust with persuasive design
What is an effective cue for
your customers to take action
without being annoying?
Increasing the frequency
of this cue may increase
a desired behaviour if it’s
relevant to their needs.
Triggers
Is it easy for your customers
to take the desired action?
Are they limited by time,
money or effort? Making this
simple for them may induce
more actions.
Simplicity
What is motivating your
customers? What pain points
are you solving for them? It
is often easy for businesses
to assume their customers’
motivations without truly
understanding their problems,
hopes and fears.
Motivation
How are you rewarding your
customers after they’ve taken
the desired action? Is the
reward worth the effort and
will they do it again? Building
the right rewards will set the
scene for repeat customers.
Rewards
yump.com.au
yump.com.au
@yumpdigital
or come say hiTHANKS

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10 Insightful Quotes On Designing A Better Customer Experience

  • 2. None of us is as smart as all of us. Keeping your ideas to yourself is detrimental. Diversity of people equals diversity of ideas. Denise Jacobs
  • 3. Creativity... thrives on diversity, tension, sharing and collaboration. Stefan Klocek, “Better Together”
  • 4. A client-agency relationship is symbiotic. Work alongside your appointed agency so that they play a vital role in your vision and help you achieve your company or organisational objectives and KPIs. There is no such thing as a stupid idea! Discuss all possibilities to achieve the best outcome. Invest in discovery workshops and stakeholder meetings with your suppliers and staff so that all parties learn about your culture, listen to ideas and collaborate as one team. 1. Create together
  • 6. Google Self-Driving Car Project https://www.google.com/selfdrivingcar/where/
  • 7. Improve your website content by instilling an engaging tone of voice. Avoid writing long, dry content full of technical jargons. Make digital interactions fun by introducing subtle animations or transitions that fit the brand’s personality. Rewrite robotic system messages and help instructions to be clear, precise, friendly and perhaps even with a dose of appropriate humour. 2. Design for emotional engagement
  • 8. Design for context not devices. Derek Featherstone
  • 9. Display a phone number during office hours, and a contact form after hours. Reprioritise information about an event, such as logistics, schedule and photos based on whether it is leading up to the event (logistics), during the event (schedule) or after the event (photos). Present different help information about getting to one place, from car rentals to walking instructions, depending on how far the user is located away from the destination. 3. Design for context (time, location, proximity, device, state of mind, capabilities, activity & interests)
  • 10. A form can be long if it matches participant expectations. Louise Bassett & Jessica Enders
  • 11. Investigate whether the type of language used in a form matches user needs, whether form length matches expectations and whether the form is understandable to all target audiences. Implement the WCAG guide for accessibility to make sure all users can complete a form regardless of any disability. Empower research participants to feel valued and important to the user research process to drive accurate results. 4. Research user expectations
  • 12. Innovate like a UX researcher. Dan Szuc
  • 13. Just because something has been done the same way for 10 years doesn’t mean it’s the best way to do it. Constantly challenge the status quote in every part of your current customer experience to find new possibilities. Observe your customer behaviour and detect small details in the activities of your customers, suppliers and partners that suggest new ways of doing things. Triggered by questioning, observing, networking and experimenting, you can draw connections between questions, problems or ideas from unrelated fields, which form the catalyst for creativity. Draw conclusions from connecting customer problems with insights, and as a result, create new customer experience design solutions. Get to know a diverse range of your customers, not just your pre-determined target market, to gain radically different perspectives from individuals in order to find new opportunities to innovate. Networking Associational Thinking Questioning ExperimentingObserving Constantly try out new experiences, take things apart and test new ideas. Failing fast and failing often will result in faster innovation and the ability to find a better solution quicker. 5 traits of a successful innovator
  • 14. Don’t be afraid to ask people what they are doing. Chris O’Brien
  • 15. Conduct in-depth interviews with customers to find out where their pain points lie. Spend time observing your customers in the real world. Analyse and implement the findings, ensuring you build brand rapport with your customers. 6. Consult directly with customers
  • 16. Design for MAGIC. Make magic moments. Laura Naylor, Cliff Curry & Will Bates
  • 17. Start with a classic story arc Make the product the hero Keep your shoot in mind Be inventive but keep it simple
  • 18. Communicate the who, what, where, when and most importantly WHY of your brand using the important methods of storytelling and meaningful UX design. Communicate your vision to your audience using powerful triggers. Use emotionally engaging icons, images, video and animation to communicate with your audience. 7. Harness storytelling techniques
  • 19. Answer human needs in a brand-proprietary way. Andrew Wight
  • 20. Articulate your brand story via identifying your brand archetype and purpose. Define your brand’s role in your customer’s story, where your customer is the hero, you are the mentor and your product or service is the gift. Translate the story into customer touchpoints. 8. Align the experience to your brand
  • 21. Brand Archetpyes - http://www.inspectorinsight.com/emotion/making-your-brand-emotional-human-goals-and-buyer-behaviour/
  • 22. Making sure you’re measuring the right metrics is important. Andrea Browne & Gillian Vogl
  • 23. Understand the goals of your organisation prior to the development of an app or website. Help your company or organisation understand and set up reasonable metrics, understanding context and environment of line of enquiry. Implement solutions based on meaningful findings and then measure the outcomes. 9. Define your goals and metrics
  • 24. Building trust with your customers leads to brand loyalty. Wesley Rodricks & Yuan Wang https://thankyou.co
  • 25. 10. Build trust with persuasive design What is an effective cue for your customers to take action without being annoying? Increasing the frequency of this cue may increase a desired behaviour if it’s relevant to their needs. Triggers Is it easy for your customers to take the desired action? Are they limited by time, money or effort? Making this simple for them may induce more actions. Simplicity What is motivating your customers? What pain points are you solving for them? It is often easy for businesses to assume their customers’ motivations without truly understanding their problems, hopes and fears. Motivation How are you rewarding your customers after they’ve taken the desired action? Is the reward worth the effort and will they do it again? Building the right rewards will set the scene for repeat customers. Rewards