Designing Customer Experience - Cookbook

Designing customer experience

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framework & tools

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Customer needs

Business goals

Understand Develop strategy Design experience Measure & monitor

Customer experience

strategy

Customer impact

Business impact

Tools1. Experience labs2. Need finding3. Elevator pitch

4. Customer experience framework5. Prototype 6. Design principles

7. Experience labs as ongoing program

8. Analysis tool such as Google Analytics

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Customer needs

Business goals

Customer experience

strategy

Understand Develop strategy Design experience Measure & monitor

Customer impact

Business impact

Tools1. Experience labs2. Need finding3. Elevator pitch

4. Customer experience framework5. Prototype 6. Design principles

7. Experience labs as ongoing program

8. Analysis tool such as Google Analytics

1 2 3 4

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1 Understand > Elevator pitch

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Individual Activity : Write down your elevator pitch (5 min)

Clearly articulate your offering.

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Meet customer for experience labs.It's an open-ended, qualitative one-on-one sessions that capture both strategic and tactical customer insights.

Survey

Market research

Focus group

Usability testing Interviews

Experience labs

Understand > Experience labs

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Benefit: It’s learnable skill.It costs almost nothing if you do by yourself.It’s fast and integrative to design process.Empathy stays with your company.

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See Hear Create

1 Understand > Experience labs

WhoWhat?(tasks / goals)

Why? (motivation)

Where / when?(context)

How?(expectation)

Listen to stories about the user's real experiences and understand them in a deeper way.

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1 Understand > Experience labs

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Individual activity : Experience labs prep (10min)•Write down what (think) you already know about your customer. (assumptions)•Write down areas you need to find out more. (interview objective)

Who are they?Demographic, profile, values

What are goals and tasks?• What are their goal using your product/ services?• What are the key tasks when using your website?

Why?•What is their motivation in using your product / services?•Why are they using web?

When / where? •When do they use your product/ services?•When / where do they use your website?•What do they do before or after using your website?

How?•How do get to know your product? How are they making a decision?•How are they using the web currenlty?•How do they expect using your website to be?

What you want to find out more:1.____________________________2.____________________________3.____________________________

1 Understand > Experience labs

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Who are they?Introduce yourself (job, family...)How would you describe as a...

What are goals and tasks?•What is your goal in using < > •What is the main thing you want to do on < > website?

Why?•What is your motivation in using <kind of product/ service>?•Why are they using web?

When / where? •When do you need < >?•When / where do you use < > web?•What do you do before or after using < > website?

How?•How do you get to know < >? •How are they using the web currently?•How do you expect using < > website?

Useful probes:1. Tell / show me how you usually do?2. What’s most important to you? Why? 3. How do you feel?4. (lots of) why?

Activity in pair : Interview your customer (10 min x 2)•Introduce your product / services using elevator pitch•Ask customers ‘open - ended’ questions using following probes. It’s a user-led conversation, not a questionnaire.

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1 Understand > Needs finding

Info needsfunctional needsemotional needs

GoalKey tasks

Key unmet needs

MotivationExpectation

Context

What you hear / observe

What you infer / synthesize

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Individual Activity : Write down your key insights using this framework. (5 min)

Customer needs

Business goals

Customer experience

strategy

Understand Develop strategy Design experience Measure & monitor

Customer impact

Business impact

Tools1. Experience labs2. Need finding3. Elevator pitch

4. Customer experience framework5. Prototype 6. Design principles

7. Experience labs as ongoing program

8. Analysis tool such as Google Analytics

1 2 3 4

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Customer experience strategy is a brief, simple and direct summary of - what the desired experience should be- the change necessary to improve the customer experience

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Customer needs

Business goals

Customer experience

strategy

Understand Develop strategy Design experience Measure & monitor

Customer impact

Business impact

Tools1. Experience labs2. Need finding3. Elevator pitch

4. Customer experience framework5. Prototype 6. Design principles

7. Experience labs as ongoing program

8. Analysis tool such as Google Analytics

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3 Experience design > Customer experience framework

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Individual Activity: end-to-end customer experience (10 min) • Draw your customer journey / involved channels using this framework• What is the main role of web? Think about how to optimize the end-to-end experience

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Customer Journey

Channel

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3 Experience design > Prototype

Anyone can prototype. Prototypes can be hand-sketch, powerpoint, or any other format.Prototyping is a thinking tool and facilitate testing.

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3 Experience design > Prototype

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L74&@'(&4(6"17(5?='(Y&42=T43 Experience design > Elements of design

“Design is how is works” Steve Jobs

Visual design Content / language

Structure Function

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3 Experience design > design tips

Visual design Content / language

Structure Function

Set clear visual hierarchy Speak human

Make the grouping obvious

Focus on 1-2 key function

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3 Experience design > Design examples

Set a clear visual hierarchyMake the most important thing big.

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3 Experience design > Design examples

Make the grouping obvious.The less elements there are, the simpler it feels.

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3 Experience design > Design examples

Speak human.Emotions makes it feel simpler.

speakhuman.tumblr.com

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3 Experience design > Design examples

Focus 1-2 key tasks.

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3 Experience design > Design examples

Focus 1-2 key tasks.Ruthlessly!

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Customer needs

Business goals

Customer experience

strategy

Understand Develop strategy Design experience Measure & monitor

Customer impact

Business impact

Tools1. Experience labs2. Need finding3. Elevator pitch

4. Customer experience framework5. Prototype 6. Design principles

7. Experience labs as ongoing program

8. Analysis tool such as Google Analytics

1 2 3 4

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b75(+1&571&=(='K(67=42174 Experience design > Monitor and measure

Based on the key unmet needs identified, set criteria to measure

•Net Promoter Score (Promoter - Detractor)•Website traffic•Number of downloads•Sales

Customer impact

Business impact

•Easy: How easy customers feel to complete their tasks?•Useful: How useful customers found the information / offering useful?•Enjoyble: Is the overall experience pleasant?

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Satisfied Dissatisfied

Average Monthly Spend

Source: Gallup Global Customer Engagement Survey (Retail Banking) 2005

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Source: Gallup Global Customer Engagement Survey (Retail Banking) 200544

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