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EXPERIENCE DESIGN METHODS 
FOR PRODUCT / SERVICE DEVELOPMENT 
KETUT SULISTYAWATI, PHD 
SOMIA CUSTOMER EXPERIENCE 
HFEM / KUALA LUMPUR / 17 SEPTEMBER 2014 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 
1
HELLO! I’m Sulis 
I previously worked at 
• Dell Experience Design Group 
• Hewlett-Packard Global Design Studio 
• Reading Room Singapore 
Now at Somia Customer Experience, 
Indonesia 
Who Am I? 
• Customer Experience consultant 
• Indonesian – Balinese ;) 
• Lived in Singapore for 12 years 
• Bachelor in product design – NTU 
PhD in Human Factors – NTU 
Singapore 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 2
USER EXPERIENCE 
Every aspect of the user’s interaction with a 
product, service, or company that make up 
the user’s perceptions of the whole 
Usability Professional Association 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 
3
How a person feels when interacting with… 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 
4 
Source: Flickr 
DIGITAL
How a person feels when interacting with… 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 
5 
Source: Flickr 
Wikimedia 
http://goo.gl/rJnUCP 
PHYSICAL 
PRODUCT
How a person feels when interacting with… 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 
6 
Source: Flickr 
http://melicacy.com/?p=7389 
SERVICE
How do we design for experience? 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 
7
There are a lot of methods 
Focus group 
Storyboarding 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 
8 
Content analysis 
Wireframing 
Interviews 
Contextual inquiry 
Observation 
Card sorting 
Affinity diagram 
Scenarios of use 
Task analysis 
Heuristics evaluation 
Kansei engineering 
Critical incident technique 
Prototyping 
Performance testing Cluster analysis 
Surveys
But often, we don’t have 
the time (or the budget) 
to do all these (rigorously) 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 
9
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com P fiacc efrboomok h.ctotpm://s/ogmoioac.gxl /QxJe1e0H
THE EXPERIENCE DESIGN PROCESS 
DISCOVER DEFINE DEVELOP DELIVER 
CREATIVITY 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 11
DISCOVER Understand the needs of the 
people you are designing for 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Understand the problem space. 
Plan what you want to research on. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 
13
ASSUMPTION DUMPTION 
Tap into peoples 
Exercise to reveal the assumptions 
instinctual held by the team members. 
nature 
Be aware of the team’s assumptions 
to avoid building inferences based 
on own biases. 
As much as we try to be rational beings, humans are engineered to often be very irrational, 
especially when it comes to decision-making. A well-crafted research should be able to tap on 
the peoples instinctual nature; the gap between what they say and what they do, and their 
reaction to emotional or visceral experiences. Instead of collecting information through probing 
and conditioning, it is better for researchers in this case to closely observe the participants and 
let them take a more active role. By understanding peoples instinctual nature, we can better 
produce insights to create relevant experiences that people might not even be aware that they 
need it. 
Tricks  tweaks: 
Do it together with all team 
members to get alignments at once. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Get out of the office. 
Talk to target users. Observe. 
Build empathy. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 
15
RAPID ETHNOGRAPHY 
Spend time observing people who 
are relevant to the product / service. 
Make conversations and ask why 
they do what they do. 
Tricks  tweaks: 
Get first-hand experiences. 
If you have a concept in mind, bring 
it along to test it out. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com S ofaucrceeb: oSotakn.cfoormd /ds.oscmhioaoclx b ootleg
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 17
GROUP DISCUSSION 
Assemble people to share 
experiences and discuss about the 
product / service. 
Tricks  tweaks: 
Recruit diverse / extreme users to 
get variety of inspirations. 
Use probing materials to stimulate 
experimentation. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
TIPS 
listen  observe 
be curious 
be genuinely interested 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
DEFINE Make sense of the information 
gathered from your research 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Find meaningful patterns. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 
22
CLUSTERING 
Structure stories and findings 
discovered during the research 
stage to put things into context. 
Find patterns. Identify connections 
and disconnections. 
Tricks  tweaks: 
List the big topics / surprises first, 
then refer to notes for details. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 24
Present the findings in engaging 
forms to make it easy to remember. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 
25
INSIGHT PLATFORM 
Summary of the findings. 
Something enlightening that explain 
the root cause behind customer’ 
needs and behavior. The ‘AHA’! 
Tricks  tweaks: 
Use images, quotes, and short 
sentences rather than long  text 
heavy report. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
PERSONA 
Tap Archetypes of into the target users peopleof 
s 
that represent the needs, behavior, 
instinctual and characteristics. 
nature 
Help to create shared 
understanding among the team 
members 
As much as we try to be rational beings, humans are engineered to often be very irrational, 
especially when it comes to decision-making. A well-crafted research should be able to tap on 
the peoples instinctual nature; the gap between what they say and what they do, and their 
reaction to emotional or visceral experiences. Instead of collecting information through probing 
and conditioning, it is better for researchers in this case to closely observe the participants and 
let them take a more active role. By understanding peoples instinctual nature, we can better 
produce insights to create relevant experiences that people might not even be aware that they 
need it. 
Tricks  tweaks: 
Involve team members when 
creating personas. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
DESIGN PRINCIPLES 
Define the design principles to 
guide the experiences that you want 
to deliver. 
Help ensure consistent experience 
across touch points. 
Tricks  tweaks: 
Pick 3-5 key principles so that it is 
easy to remember. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
TIPS 
Be systematic  seek for patterns 
Follow your intuition 
Sufficient, rather than perfect 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
DEVELOP Bring your ideas to life 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Explore many ideas before focusing 
on the one to develop. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 
31
BRAINSTORMING 
Generate as many ideas as you can. 
Go for the quantity than quality. 
Use brainstorming techniques, 
such as negative brainstorming, 
time machine, etc. 
Tricks  tweaks: 
Do it in fast pace. 
Give time limit. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Roughly sketch  prototype 
to quickly get the feel 
of how it will work. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 
33
SKETCHING 
Tap into peoples 
Drawing, models, narratives, 
instinctual storyboards to communicate the 
general context of a concept/idea. 
nature 
Rough exploration of how the 
product / service would work. 
As much as we try to be rational beings, humans are engineered to often be very irrational, 
especially when it comes to decision-making. A well-crafted research should be able to tap on 
the peoples instinctual nature; the gap between what they say and what they do, and their 
reaction to emotional or visceral experiences. Instead of collecting information through probing 
and conditioning, it is better for researchers in this case to closely observe the participants and 
let them take a more active role. By understanding peoples instinctual nature, we can better 
produce insights to create relevant experiences that people might not even be aware that they 
need it. 
Tricks  tweaks: 
Do group sketching session with 
quick iteration. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
RAPID PROTOTYPING 
Tap into peoples 
Create physical representation of 
instinctual the concept in a rapid manner. 
Think with hand. 
nature 
Try how it would actually work, 
rather than just thinking out it might 
work. 
As much as we try to be rational beings, humans are engineered to often be very irrational, 
especially when it comes to decision-making. A well-crafted research should be able to tap on 
the peoples instinctual nature; the gap between what they say and what they do, and their 
reaction to emotional or visceral experiences. Instead of collecting information through probing 
and conditioning, it is better for researchers in this case to closely observe the participants and 
let them take a more active role. By understanding peoples instinctual nature, we can better 
produce insights to create relevant experiences that people might not even be aware that they 
need it. 
Tricks  tweaks: 
Get users to test it 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 36
TIPS 
share your work in progress 
prototype fast  early 
test it with users 
fail early, fail often 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
DELIVER Implement your concepts 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Prioritize and plan a roadmap to 
implement the concept. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 
39
PRIORITIZATION 
The holistic solution may comprise 
of a number of features which might 
not be delivered all at once. 
Prioritize features and create 
roadmap of the product delivery. 
Tricks  tweaks: 
Do it together with business  
technical team. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Think holistic. Plan beyond the 
product interaction. 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 
41
SERVICE BLUEPRINT 
Tap into peoples 
Plan the journey the customers go 
instinctual through and the touch points. 
nature 
Identify internal processes needed 
to deliver the intended experiences. 
As much as we try to be rational beings, humans are engineered to often be very irrational, 
especially when it comes to decision-making. A well-crafted research should be able to tap on 
the peoples instinctual nature; the gap between what they say and what they do, and their 
reaction to emotional or visceral experiences. Instead of collecting information through probing 
and conditioning, it is better for researchers in this case to closely observe the participants and 
let them take a more active role. By understanding peoples instinctual nature, we can better 
produce insights to create relevant experiences that people might not even be aware that they 
need it. 
Tricks  tweaks: 
Do it with internal team to get 
buy in  commitment 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
TIPS 
involve business stakeholders 
be realistic 
balance user needs, business goals, and technology 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Final note 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 44
REMEMBER 
Have empathy 
Frame the problem well 
Prototype, test, iterate 
Collaborate 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
More tools are available at 
www.cxcookbook.com 
a collaboration between 
Somia Customer Experience 
and 
Copenhagen Institute of 
NeuroCreativity 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 46
Thank you! 
Somia Customer Experience 
www.somiaconsulting.com 
Twitter: @somiacx 
Facebook: somiacx 
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 47

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Experience Design Methods for Product / Service Development

  • 1. EXPERIENCE DESIGN METHODS FOR PRODUCT / SERVICE DEVELOPMENT KETUT SULISTYAWATI, PHD SOMIA CUSTOMER EXPERIENCE HFEM / KUALA LUMPUR / 17 SEPTEMBER 2014 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 1
  • 2. HELLO! I’m Sulis I previously worked at • Dell Experience Design Group • Hewlett-Packard Global Design Studio • Reading Room Singapore Now at Somia Customer Experience, Indonesia Who Am I? • Customer Experience consultant • Indonesian – Balinese ;) • Lived in Singapore for 12 years • Bachelor in product design – NTU PhD in Human Factors – NTU Singapore 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 2
  • 3. USER EXPERIENCE Every aspect of the user’s interaction with a product, service, or company that make up the user’s perceptions of the whole Usability Professional Association 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 3
  • 4. How a person feels when interacting with… 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 4 Source: Flickr DIGITAL
  • 5. How a person feels when interacting with… 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 5 Source: Flickr Wikimedia http://goo.gl/rJnUCP PHYSICAL PRODUCT
  • 6. How a person feels when interacting with… 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 6 Source: Flickr http://melicacy.com/?p=7389 SERVICE
  • 7. How do we design for experience? 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 7
  • 8. There are a lot of methods Focus group Storyboarding 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 8 Content analysis Wireframing Interviews Contextual inquiry Observation Card sorting Affinity diagram Scenarios of use Task analysis Heuristics evaluation Kansei engineering Critical incident technique Prototyping Performance testing Cluster analysis Surveys
  • 9. But often, we don’t have the time (or the budget) to do all these (rigorously) 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 9
  • 10. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com P fiacc efrboomok h.ctotpm://s/ogmoioac.gxl /QxJe1e0H
  • 11. THE EXPERIENCE DESIGN PROCESS DISCOVER DEFINE DEVELOP DELIVER CREATIVITY 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 11
  • 12. DISCOVER Understand the needs of the people you are designing for 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 13. Understand the problem space. Plan what you want to research on. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 13
  • 14. ASSUMPTION DUMPTION Tap into peoples Exercise to reveal the assumptions instinctual held by the team members. nature Be aware of the team’s assumptions to avoid building inferences based on own biases. As much as we try to be rational beings, humans are engineered to often be very irrational, especially when it comes to decision-making. A well-crafted research should be able to tap on the peoples instinctual nature; the gap between what they say and what they do, and their reaction to emotional or visceral experiences. Instead of collecting information through probing and conditioning, it is better for researchers in this case to closely observe the participants and let them take a more active role. By understanding peoples instinctual nature, we can better produce insights to create relevant experiences that people might not even be aware that they need it. Tricks tweaks: Do it together with all team members to get alignments at once. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 15. Get out of the office. Talk to target users. Observe. Build empathy. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 15
  • 16. RAPID ETHNOGRAPHY Spend time observing people who are relevant to the product / service. Make conversations and ask why they do what they do. Tricks tweaks: Get first-hand experiences. If you have a concept in mind, bring it along to test it out. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com S ofaucrceeb: oSotakn.cfoormd /ds.oscmhioaoclx b ootleg
  • 17. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 17
  • 18. GROUP DISCUSSION Assemble people to share experiences and discuss about the product / service. Tricks tweaks: Recruit diverse / extreme users to get variety of inspirations. Use probing materials to stimulate experimentation. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 19. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 20. TIPS listen observe be curious be genuinely interested 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 21. DEFINE Make sense of the information gathered from your research 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 22. Find meaningful patterns. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 22
  • 23. CLUSTERING Structure stories and findings discovered during the research stage to put things into context. Find patterns. Identify connections and disconnections. Tricks tweaks: List the big topics / surprises first, then refer to notes for details. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 24. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 24
  • 25. Present the findings in engaging forms to make it easy to remember. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 25
  • 26. INSIGHT PLATFORM Summary of the findings. Something enlightening that explain the root cause behind customer’ needs and behavior. The ‘AHA’! Tricks tweaks: Use images, quotes, and short sentences rather than long text heavy report. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 27. PERSONA Tap Archetypes of into the target users peopleof s that represent the needs, behavior, instinctual and characteristics. nature Help to create shared understanding among the team members As much as we try to be rational beings, humans are engineered to often be very irrational, especially when it comes to decision-making. A well-crafted research should be able to tap on the peoples instinctual nature; the gap between what they say and what they do, and their reaction to emotional or visceral experiences. Instead of collecting information through probing and conditioning, it is better for researchers in this case to closely observe the participants and let them take a more active role. By understanding peoples instinctual nature, we can better produce insights to create relevant experiences that people might not even be aware that they need it. Tricks tweaks: Involve team members when creating personas. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 28. DESIGN PRINCIPLES Define the design principles to guide the experiences that you want to deliver. Help ensure consistent experience across touch points. Tricks tweaks: Pick 3-5 key principles so that it is easy to remember. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 29. TIPS Be systematic seek for patterns Follow your intuition Sufficient, rather than perfect 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 30. DEVELOP Bring your ideas to life 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 31. Explore many ideas before focusing on the one to develop. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 31
  • 32. BRAINSTORMING Generate as many ideas as you can. Go for the quantity than quality. Use brainstorming techniques, such as negative brainstorming, time machine, etc. Tricks tweaks: Do it in fast pace. Give time limit. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 33. Roughly sketch prototype to quickly get the feel of how it will work. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 33
  • 34. SKETCHING Tap into peoples Drawing, models, narratives, instinctual storyboards to communicate the general context of a concept/idea. nature Rough exploration of how the product / service would work. As much as we try to be rational beings, humans are engineered to often be very irrational, especially when it comes to decision-making. A well-crafted research should be able to tap on the peoples instinctual nature; the gap between what they say and what they do, and their reaction to emotional or visceral experiences. Instead of collecting information through probing and conditioning, it is better for researchers in this case to closely observe the participants and let them take a more active role. By understanding peoples instinctual nature, we can better produce insights to create relevant experiences that people might not even be aware that they need it. Tricks tweaks: Do group sketching session with quick iteration. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 35. RAPID PROTOTYPING Tap into peoples Create physical representation of instinctual the concept in a rapid manner. Think with hand. nature Try how it would actually work, rather than just thinking out it might work. As much as we try to be rational beings, humans are engineered to often be very irrational, especially when it comes to decision-making. A well-crafted research should be able to tap on the peoples instinctual nature; the gap between what they say and what they do, and their reaction to emotional or visceral experiences. Instead of collecting information through probing and conditioning, it is better for researchers in this case to closely observe the participants and let them take a more active role. By understanding peoples instinctual nature, we can better produce insights to create relevant experiences that people might not even be aware that they need it. Tricks tweaks: Get users to test it 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 36. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 36
  • 37. TIPS share your work in progress prototype fast early test it with users fail early, fail often 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 38. DELIVER Implement your concepts 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 39. Prioritize and plan a roadmap to implement the concept. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 39
  • 40. PRIORITIZATION The holistic solution may comprise of a number of features which might not be delivered all at once. Prioritize features and create roadmap of the product delivery. Tricks tweaks: Do it together with business technical team. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 41. Think holistic. Plan beyond the product interaction. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 41
  • 42. SERVICE BLUEPRINT Tap into peoples Plan the journey the customers go instinctual through and the touch points. nature Identify internal processes needed to deliver the intended experiences. As much as we try to be rational beings, humans are engineered to often be very irrational, especially when it comes to decision-making. A well-crafted research should be able to tap on the peoples instinctual nature; the gap between what they say and what they do, and their reaction to emotional or visceral experiences. Instead of collecting information through probing and conditioning, it is better for researchers in this case to closely observe the participants and let them take a more active role. By understanding peoples instinctual nature, we can better produce insights to create relevant experiences that people might not even be aware that they need it. Tricks tweaks: Do it with internal team to get buy in commitment 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 43. TIPS involve business stakeholders be realistic balance user needs, business goals, and technology 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 44. Final note 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 44
  • 45. REMEMBER Have empathy Frame the problem well Prototype, test, iterate Collaborate 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
  • 46. More tools are available at www.cxcookbook.com a collaboration between Somia Customer Experience and Copenhagen Institute of NeuroCreativity 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 46
  • 47. Thank you! Somia Customer Experience www.somiaconsulting.com Twitter: @somiacx Facebook: somiacx 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 47