The document discusses the evolution of customer experience design from product-dominant to customer-centric approaches, emphasizing the importance of understanding various contexts such as time, space, and culture. It highlights the significance of mapping customer journeys and co-creating experiences with users, supported by both quantitative and qualitative data insights. The narrative also explores how technology is transforming design practices, necessitating a focus on user needs and interactions across multiple devices.

1. Customer Experience 2.0
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2. CONSTANT
TRANSFORMATION
As humans, we are always looking for
ways of going beyond ourselves.
We want to perform better, work better,
live better and more, among other
things.
Not only in digital ways, but in many
other ways.
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3. Looking back to
access the future
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4. Marketing and
advertising,
Product dominant
Make
people want
things
From
Before 2000
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5. To
Make things
people want
Design Thinking
Service-dominant logic
Customer-centric
After 2000
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6. Mapping the
experience
Before,
during and
after +
all-around
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7. 9 principles that would help
designers to understand
experience
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8. Context
of time
Time is an important aspect
to consider in mapping an
experience. Time gives the
understanding on when and
for how long people are
interacting with our products
and services. The time of the
day, time of the year… Think
about the many ways time
can influence customer’s
behaviour and the
service/product
performance.
TIMING
Spatial
Context
The physical and digital
space where we
experience the
product/service connects
with our memory.
However, humans
perceive a significant part
of the world visually and
we are not able to record
everything. We only
memorize things that give
us an entirely spatial
understanding, for that we
also use our other senses.
3D, 4D...
Context
of use
The Context of Use is the
actual conditions under
which a given
service/product is used, or
will be used in a typical
day to day working
situation. Is she walking,
sitting or standing? A
simple question like that
can give you lots of
information, helping to
adapt your designs to
suits the situation.
EXPERIENCE
ACROSS DEVICES
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9. Constraints
Today’s design requires
more than just a single
screen, it has to adapt to
multiple screen visibility
and usability. Design for
each constraint: User
behavior (exposure and
mobility), User posture,
Input capabilities,
Navigation styles, Display
capabilities.
DESIGN HAS TO
ADAPT
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Cultural
Context
Verbal, social and local
contexts that surround a
focal event are relevant to
understand how people
experience things, from a
more allocentric point of
view. Are there any
aspects that may
influence the way the user
will experience the
service?
SURROUNDED BY
PEOPLE
Interactions
Predicting, translating,
assisting, touching,
pressing… Imagine the
many possibilities of
delivering a message to
the customer. Can users
choose the way to interact
with our services and
products?
COMMUNICATING

10. Product
lifecycle
From the moment the
individual realizes the
need to the service
termination or service
transition. From the first
experience with the
product till its
obsolescence.
ADAPTING AND
LEARNING
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Value
proposed
What is the value you are
proposing to the
customer? Is it aligned
with what they expect
from your service? Finding
the market fit.
MARKET FIT
Value
creation
It is very important to build
a bridge between
customers and your
business. To create value
with customer, companies
need to invest in dialogue
tools and let customers to
be part of the service
development.
BRIDGE FROM
COMPANY TO
CUSTOMERS

11. Sketching the
customer journey
. Key decisions points (The desired journey)
. Emotion based journey (Customers based)
. Action based journey (Customers based)
© Digitalist Group I 11Source of inspiration: Adaptive Path’s guide to experience mapping

12. Key decisions points
© Digitalist Group I 12Source of inspiration: Adaptive Path’s guide to experience mapping

13. Emotional based customer journey
Source of inspiration: Adaptive Path’s guide to experience mapping © Digitalist Group I 13

14. Action-based customer journey
€
© Digitalist Group I 14Source of inspiration: Adaptive Path’s guide to experience mapping

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Use cases,
User stories and
Jobs to be done
• In concept and more strategic phases show the
most relevant ones – the ones that will lead you
to main features. I.e., Selecting a movie and
movie preferences.
• After concept phase, use cases help you to
scope the project and create a roadmap, adding
priority to the pages/screens/interaction and its
features.

16. Physical and Mental
EXPERIENCE
JOURNEY
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17. Physically
Before the visit > in-store >
Immediate post-visit activities >
Later activities
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18. Mentally
Awareness > Expectation >
Inception > Introduction > Evaluation >
Engagement > Motivation > Conversion >
Fulfillment > Transition > Advocation
# Usually represents better a digital customer journey
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19. Understanding how
people experience our
services
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Patterns from
Big Data
● Answers what is happening / but not why
● Numbers / Detailed / Specific and focused
● Helps identify issues in the past and present
● Predict the future based on patterns
● Reliability and generalizability
● Algorithms do the interpretation
● Shows reality
● Behavioural analysis – what people do and what
drives this
● At a distance
Identify behaviour patterns
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Insights from
Thick Data
● Answers what does it means
● Stories
● Helps to inspire possibilities for the future
● Credibility and transferability
● Interpretation is a collective process
● Constructs reality
● Cultural analyses – social meanings
● Close in and interactive
● Open ended
● Holistic
Understanding context and personal-behaviour
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Behaviour lens
● Experience is shaped by choices and
attitudes, drivers and barriers
● People and their activities exist in a context
● People are the actors
● People have choices
● Etic – viewed from outside people’s worlds
Focus on individuals
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Socio-cultural lens
● Experience as an outcome of dynamic mixture of
elements
● People and their activities co-produce the context
● Actions are distributed
● People make decisions resulting from their localized
activities and participation in a practice
● Emic – viewed from inside people’s worlds
Focus on people as carriers of practices
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Co-creation
● Interviews / Deep dives
● User panels
● Social communities
● Closed communities
● Design sprints
● Workshops
● Design sprints
● Building dialogue tools
● Crowdsourcing
Make your customer an active part of
the business and services creation by
including them in the creation process.
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25. The future of
customer
experience
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26. Getting from
tasks to
experiences
User Experience Hierarchy of Needs
by Stephen P. Anderson
Focus on experiences driven by what your users want to
do rather than business objectives or the mechanics of
delivering your service.
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Spatial Cognition
Understanding the space around us, how it
influences our way of doing and
memorising things. How we navigate how
we orient ourselves in a place, from
allocentric to egocentric perspectives.
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How human body
and mind works
As designers we try to extend our experience to a
black box and its mechanisms. We learn design tools
that orient us to the direction visuals and interactions
can go. Alright for now, but also, we should be able to
understand how our brain, senses, and thoughts
formulate because in near future, technology will have
more natural properties.
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30. The Pyramid of Technology -
from technology to nature in
7 steps
How Technology Becomes Nature in Seven Steps:
Envision: The idea stage (e.g. the time machine - still not invented
or even a prototype)
Operational: Experimental stage - things that work in labs.
Applied: Transitional stage between invention and acceptance
(e.g. Google Glass anno 2013/14)
Accepted: Technologies that reach a significant level of familiarity
within society (cars, phones, microwave ovens)
Vital: Hard to live without (sewage systems, electric lighting, the
internet)
Invisible: Technologies that are no longer considered technologies
(the alphabet, the clock)
Natural: Technologies that have become as natural as nature itself
(agriculture, cooking)
Source: Dutch artist,
philosopher and scientist
Koert van Mensvoort of
Next Nature book
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31. Technology, our trustful and creative partner - not
only a human extension but as a bit of intelligence
that can act on our behalf.
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32. References
Articles
• Buchanan R., Wicked Problems in Design Thinking, Design
Issues, Vol. 8, No. 2, (Spring, 1992), pp. 5-21, The MIT Press.
• Designing for Interesting Moments -
http://www.lukew.com/ff/entry.asp?1149
• Medium – How I met Netflix -
https://medium.com/@nicoleyhu/netflix-on-xbox-360-a-user-expe
rience-reflection-6af2ab23d550#.922puex08
• Netflix Branding - http://gretelny.com/work/netflix/
• Brand not Channels -
http://www.creativereview.co.uk/brands-not-channels-creative-thi
nking-in-the-new-tv-landscape/
• Adaptive Path’s Guide to Experience Mapping -
http://adaptivepath.org/ideas/our-guide-to-experience-mapping/
• Design for Digital Context – Fjord
https://www.fjordnet.com/media-files/legacy/Context_Whitepaper
_FInal.pdf
Videos
• Bill Scott - Designing for Mice and Men (ISA11)
https://youtu.be/WgBfxMC1-bY
• The Pyramid of Technology - from technology to nature in 7 steps -
http://www.guerrilla-innovation.com/archives/2014/09/000859.php
• https://www.nextnature.net/
Books
• Norman D., The Design of Everyday Things, Basic Books, 2013.
• N. Wolfram, Multiscreen UX Design: Developing for a Multitude of
Devices, Elsevier 2016.
• Kim Goodwin and Alan Cooper, Designing for the Digital Age: How to
Create Human-Centered Products and Services –
• Bill Moggridge, Designing Interactions –
• Bill Buxton , Sketching User Experiences: Getting the Design Right and
the Right Design - Seductive Interaction Design:
• Creating Playful, Fun, and Effective User Experiences - Stephen P.
Anderson
• Pervasive Information Architecture: Designing Cross-Channel User
Experiences - Andrea Resmini
• The Elements of User Experience: User-Centered Design for the Web -
Jesse James Garrett
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33. Questions,
Feedback?

34. Thank you!
Jane Vita @janevita
Service Design Lead
jane.vita@digitalistgroup.com
http://www.janevita.com
http://www.servicesandbox.net