Up 80 % of Startups fail. One of the top reasons for it is ignoring the customers leading to a bad user experience. This talk illuminates what a good user experience consists of, why it is customer service and product quality, and how startups can design for it. #CustomerCentricity, #UserExperience, #UX, #CustomerExperience,#CX, #MinimumViableProduct, #MVP

1. UN INNOVATION NETWORK
MUNICH – APRIL 30, 2019
@BENNOLOEWENBERG
DELIVERING VALUE THROUGH UX

2. Photo: Ana Domp
Where is the
emergency room ?
(»Urgencias«)

3. @BennoLoewenberg
DE-TERMINATION
User Experience (UX) ≠ User Interface (UI)
User Experience (UX) ≠ Usability
read: does NOT equal

4. Source: Smalt

5. Source: Smalt

6. Source: Circuit Breaker (commented)
borrows
“SMART” ≠ GOOD UX

7. Photo: Benno Loewenberg
weird combination
& nothing propperly
SWISS ARMY KNIFE EFFECT

8. Sources: Smalt & World Food Programme

9. @BennoLoewenberg
DEFINITION
“[Designing for] User Experience is not a lightweight
blending of prototyping and UI design. It is about
a deep understanding of user and business needs.”
Source: Andy Budd

10. @BennoLoewenberg
DEFINITION
“User Experience is [defined by] every touchpoint
you as a company have with your user.”
Source: Rachel Ilan

11. @BennoLoewenberg
DEFINITION
“User Experience isn’t arbitrary nor superficial,
it is about solving problems
to allow access and clarity.”
Source: Malthe Luda

12. Graphic: @BennoLoewenberg
BUSINESS MARKETUSERPRODUCT UX
Value &
interactions
Context & Focus

13. USER PERSPECTIVE
Source: Seth Godin
1. What is this ?
2. Do I trust you ?
3. What are you offering me ?
and if it passed the ›moment of truth‹ positively:
4. How do I get it ?

14. @BennoLoewenberg
»YOU CANNOT
DESIGN EXPERIENCES«

15. @BennoLoewenberg
DESIGN FOR EXPERIENCES
You can support good experiences
by providing value through solutions designed
to make users feel smarter and to keep their flow.

16. Graphic: Melzer & Moorville

17. Graphic: Christina Wodtke

18. Graphic: Corey Stern
COMPONENTS

19. @BennoLoewenbergSource: Sam Weller
Bloated feature sets
render things unusable

20. @BennoLoewenbergSource: CultOfMac
Refocus on basic needs
& actual usage context

21. Graphic Henrik Kniberg

22. @BennoLoewenbergSource: Laurence McCahill

23. @BennoLoewenberg
»TO DESIGN SIMPLY
YOU NEED TO UNDERSTAND DEEPLY«
Source: unknown

24. UNDERSTAND IDEATIONDEFINE PROTOTYPE VALIDATE
Graphic: @BennoLoewenberg
Design Sprint:
Structured Method

25. @BennoLoewenbergSource: Design Singapore Council – Design for Ageing Gracefully

26. @BennoLoewenberg
OBSERVE, IDEATE & TEST
Photo: @BennoLoewenberg (prototyping an elevator cabin)

27. @BennoLoewenberg
Gain Creators
Describe how your products and services create customer
gains.
How do they create benefits your customer expects, desires
or would be surprised by, including functional utility, social
gains, positive emotions, and cost savings?
Do they…
Create savings that make your customer happy?
(e.g. in terms of time, money and effort, …)
Produce outcomes your customer expects or
that go beyond their expectations?
(e.g. better quality level, more of something, less of
something, …)
Pain Relievers
Copy or outperform current solutions that delight
your customer?
(e.g. regarding specific features, performance, quality, …)
Make your customer’s job or life easier?
(e.g. flatter learning curve, usability, accessibility, more
services, lower cost of ownership, …)
Create positive social consequences that your
customer desires?
(e.g. makes them look good, produces an increase in power,
status, …)
Do something customers are looking for?
(e.g. good design, guarantees, specific or more features, …)
Fulfill something customers are dreaming about?
(e.g. help big achievements, produce big reliefs, …)
Produce positive outcomes matching your
customers success and failure criteria?
(e.g. better performance, lower cost, …)
Help make adoption easier?
(e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain your products and services create according to
its relevance to your customer. Is it substantial or insignificant?
For each gain indicate how often it occurs.
Describe how your products and services alleviate customer
pains. How do they eliminate or reduce negative emotions,
undesired costs and situations, and risks your customer
experiences or could experience before, during, and after
getting the job done?
Do they…
Produce savings?
(e.g. in terms of time, money, or efforts, …)
Make your customers feel better?
(e.g. kills frustrations, annoyances, things that give them
a headache, …)
Fix underperforming solutions?
(e.g. new features, better performance, better quality, …)
Put an end to difficulties and challenges your
customers encounter?
(e.g. make things easier, helping them get done, eliminate
resistance, …)
Wipe out negative social consequences your
customers encounter or fear?
(e.g. loss of face, power, trust, or status, …)
Eliminate risks your customers fear?
(e.g. financial, social, technical risks, or what could go
awfully wrong, …)
Help your customers better sleep at night?
(e.g. by helping with big issues, diminishing concerns, or
eliminating worries, …)
Limit or eradicate common mistakes customers
make?
(e.g. usage mistakes, …)
Get rid of barriers that are keeping your customer
from adopting solutions?
(e.g. lower or no upfront investment costs, flatter learning
curve, less resistance to change, …)
Rank each pain your products and services kill according
to their intensity for your customer. Is it very intense or
very light?
For each pain indicate how often it occurs. Risks your
customer experiences or could experience before, during,
and after getting the job done?
Products & Services
List all the products and services your value proposition is
built around.
Which products and services do you offer that help your
customer get either a functional, social, or emotional job
done, or help him/her satisfy basic needs?
Which ancillary products and services help your customer
perform the roles of:
Buyer
(e.g. products and services that help customers compare
offers, decide, buy, take delivery of a product or service, …)
Co-creator
(e.g. products and services that help customers co-design
solutions, otherwise contribute value to the solution, …)
Transferrer
(e.g. products and services that help customers dispose of
a product, transfer it to others, or resell, …)
Products and services may either by tangible (e.g. manufac-
tured goods, face-to-face customer service), digital/virtual
(e.g. downloads, online recommendations), intangible (e.g.
copyrights, quality assurance), or financial (e.g. investment
funds, financing services).
Rank all products and services according to their
importance to your customer.
Are they crucial or trivial to your customer?
Gains
Describe the benefits your customer expects, desires or would
be surprised by. This includes functional utility, social gains,
positive emotions, and cost savings.
Which savings would make your customer happy?
(e.g. in terms of time, money and effort, …)
What outcomes does your customer expect and what
would go beyond his/her expectations?
(e.g. quality level, more of something, less of something, …)
How do current solutions delight your customer?
(e.g. specific features, performance, quality, …)
Pains
Customer Job(s)
Describe negative emotions, undesired costs and situations,
and risks that your customer experiences or could experience
before, during, and after getting the job done.
What does your customer find too costly?
(e.g. takes a lot of time, costs too much money, requires
substantial efforts, …)
What makes your customer feel bad?
(e.g. frustrations, annoyances, things that give them a
headache, …)
How are current solutions underperforming
for your customer?
(e.g. lack of features, performance, malfunctioning, …)
What are the main difficulties and challenges
your customer encounters?
(e.g. understanding how things work, difficulties getting
things done, resistance, …)
What negative social consequences does your
customer encounter or fear?
(e.g. loss of face, power, trust, or status, …)
What risks does your customer fear?
(e.g. financial, social, technical risks, or what could go awfully
wrong, …)
What’s keeping your customer awake at night?
(e.g. big issues, concerns, worries, …)
What common mistakes does your customer make?
(e.g. usage mistakes, …)
What barriers are keeping your customer from
adopting solutions?
(e.g. upfront investment costs, learning curve, resistance
to change, …)
Rank each pain according to the intensity it represents for
your customer.
Is it very intense or is it very light.?
For each pain indicate how often it occurs.
Describe what a specific customer segment is trying to get
done. It could be the tasks they are trying to perform and
complete, the problems they are trying to solve, or the needs
they are trying to satisfy.
What functional jobs are you helping your customer
get done? (e.g. perform or complete a specific task, solve a
specific problem, …)
What social jobs are you helping your customer get
done? (e.g. trying to look good, gain power or status, …)
What emotional jobs are you helping your customer
get done? (e.g. esthetics, feel good, security, …)
What basic needs are you helping your customer
satisfy? (e.g. communication, sex, …)
Besides trying to get a core job done, your customer performs
ancillary jobs in different roles. Describe the jobs your
customer is trying to get done as:
Buyer (e.g. trying to look good, gain power or status, …)
Co-creator (e.g. esthetics, feel good, security, …)
Transferrer (e.g. products and services that help customers
dispose of a product, transfer it to others, or resell, …)
Rank each job according to its significance to your
customer. Is it crucial or is it trivial? For each job
indicate how often it occurs.
Outline in which specific context a job
is done, because that may impose
constraints or limitations.
(e.g. while driving,
outside, …)
What would make your customer’s job or life easier?
(e.g. flatter learning curve, more services, lower cost of
ownership, …)
What positive social consequences does your
customer desire?
(e.g. makes them look good, increase in power, status, …)
What are customers looking for?
(e.g. good design, guarantees, specific or more features, …)
What do customers dream about?
(e.g. big achievements, big reliefs, …)
How does your customer measure success and
failure?
(e.g. performance, cost, …)
What would increase the likelihood of adopting a
solution?
(e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain according to its relevance to your customer.
Is it substantial or is it insignificant? For each gain indicate
how often it occurs.
strategyzer.com
The Value Proposition Canvas
Value Proposition Customer Segment
The makers of Business Model Generation and Strategyzer
Copyright Business Model Foundry AG
Produced by: www.stattys.com
Source: Stategyzer – Value Proposition Canvas

28. @BennoLoewenberg
Customer Exploration Map
Who is our customer / user / stakeholder ? What are his likes and dislikes ?
Jobs to be done & challenges
Functional / social / emotional / supporting needs in a specific situation
e.g. I need fast transport / good reputation / security / help to…
Existing solutions THIS WOULD BE GAME CHANGING!
What we don’t know
Be specific: for a person - age, origin, job, interests
for a company - size, industry, purpose
Quotes, that could be typical for this person
by Business Model Toolbox - www.bmtoolbox.net Licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
Assumptions, black spots
Why / when is something a challenge / a good experience….?
Any kind of solution that could help to fulfill the needs Empathize with your customer / user / stakeholder
What would be the perfect solution, situation or experience?
Related to the general character of the person / stakeholder
Source: Business Model Toolbox – Customer Exploration Map

29. @BennoLoewenberg
Die Kundenreise
Persona, Musterpersönlichkeit Dienstleistungsbezeichnung
ManipulierbareInformationenGlaubwürdigeInformationen
Dienstleistungsanbieter Designer / Datum
Pre-Service Period
Vor der Dienstleistung
Service Period
Während der Dienstleistung
Post-Service Period
Nach der Dienstleistung
WERBUNG / ÖFFENTLICHKEITSARBEIT
Wie lautet das/die Nutzenversprechen des Anbieters und
auf welche Art und Weise wird es kommuniziert?
SOCIAL MEDIA
Welche relevanten Informationen können Personen vor der
Erstellung der Dienstleitung(en) in Social Media Kanälen finden?
MUNDPROPAGANDA
Was sagen Bekannte, Freunde und die Familie über den Anbieter
und seine Dienstleistung(en)?
GESAMMELTE ERFAHRUNGEN
Welche Erfahrungen haben Personen bereits mit gleichen bzw.
ähnlichen Dienstleistungen oder Anbietern gemacht?
KUNDENERWARTUNGEN
Was sind die möglichen Erwartungen and die Dienstleistung
und den Anbieter?
KUNDENERLEBNISSE
Welche individuellen Erlebnisse haben die Kunden während der Erstellung der Dienstleistung bei den einzelnen
Schritten der Dienstleistungserstellung und mit dem Anbieter selbst?
KUNDENZUFRIEDENHEIT/-UNZUFRIEDENHEIT
Wie bewerten die Kunden die Dienstleistung und den Anbieter
anhand dem Vergleich von Kundenerwartung zu erlebter
Dienstleistungsrealität?
MUNDPROPAGANDA
Was sagen Kunden ihren Bekannten, Freunden und der Familie
über den Anbieter und seine Dienstleistung(en)?
SOCIAL MEDIA
Was kommunizieren Kunden über den Anbieter und seine
Dienstleistung(en) über Social Media Kanäle?
KUNDENBEZIEHUNGSMANAGEMENT
Wie betreut der Anbieter seine Kunden nach der Erstellung
der Dienstleistung(en)?
DIENSTLEISTUNGSPROZESS
Auf welche Berührungspunkte treffen die Kunden im Erstellungsprozess der Dienstleistung(en)?
Gibt es dabei spezielle Augenblicke oder Vorfälle welche als besonders gut oder besonders schlecht erlebt werden?
Concept and design: Marc Stickdorn & Jakob Schneider — inspired by the Business Model Canvas — www.thisisservicedesignthinking.com
Übersetzung: Mario Sepp — This work is licensed under the Creative Commons Attribution-ShareAlike 3.0 Unported License. To view a copy of this license, visit
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creativce Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
Source: This is Service Design Thinking – Customer Journey Canvas

30. @BennoLoewenberg
THE USER PERSPECTIVE COUNTS
“Talk to your users –
build and test for actual users and for real context of use”
( friends and family are not your users )
Source: Benno Loewenberg

31. @BennoLoewenbergSource: Benno Loewenberg
Instead extending a feature
beyond actual usage …

32. @BennoLoewenbergSource: Benno Loewenberg
… integrating solutions
users really need

33. @BennoLoewenberg
DON’T LOVE THE SOLUTION
“Success is not delivering a feature;
success is learning how to solve the customers problem”
Source: Mark Cook

34. @BennoLoewenbergPhoto: @BennoLoewenberg
Negligible detail ?

35. @BennoLoewenberg
DETAILS MAKE OR BREAK IT
“The details are not the details. They make the design.”
“Good design makes a product understandable
and is thorough down to the last detail”
Source: Charles Eames & Dieter Rams

36. @BennoLoewenbergPhoto: @BennoLoewenberg
slippery when wet (or soapy)

37. @BennoLoewenberg
EDGE CASES ARE THE NORM
“Real users often struggle with ‘simple’ details;
your solution must cover those scenarios
or it will fail for them most of the time”
Source: Benno Loewenberg

38. @BennoLoewenbergPhoto: @BennoLoewenberg
server outage of secondary system
breaks complete service

39. @BennoLoewenbergPhoto: @BennoLoewenberg
high customer emergence
and a waaay to slooow process

40. @BennoLoewenbergPhoto: @BennoLoewenberg
old system with
complicated UI

41. @BennoLoewenbergPhoto: @BennoLoewenberg
highly complex search & content strings
to be typed over & over again by trained power users

42. @BennoLoewenbergPhoto: @BennoLoewenberg
even older system
causing even more work

43. @BennoLoewenbergPhoto: @BennoLoewenberg

44. @BennoLoewenbergPhoto: @BennoLoewenberg

45. @BennoLoewenbergPhotos: @BennoLoewenberg

46. @BennoLoewenbergPhotos: @BennoLoewenberg

47. @BennoLoewenbergPhotos: @BennoLoewenberg

48. @BennoLoewenbergPhotos: @BennoLoewenberg
many complicated steps
to process just one customer case

49. @BennoLoewenbergPhoto: @BennoLoewenberg
huge customer emergence
insufficiantly processed

50. @BennoLoewenbergPhoto: @BennoLoewenberg
highly manual & laborious tasks
in an otherwise digital work flow

51. @BennoLoewenbergPhoto: @BennoLoewenberg
exhausted customers & employees
stuck with hardly any progress

52. @BennoLoewenberg
»IN REALITY THE HAPPY PATH
DOES NOT EXIST«
@BennoLoewenberg
things go wrong all the time,
your solution must handle this!

53. @BennoLoewenberg
UX IS A CRUCIAL SUCCESS FACTOR
+ User Experience is Customer Service
+ User Experience is Product Quality
+ User Experience influences Trust
Source: Benno Loewenberg

54. BENNOLOEWENBERG
LINKEDIN / XING / TWITTER
@