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Self-service interactions, whether by kiosk or digital, are just another step in the customer experience journey a customer has with your brand. In the increasingly mobile and digital world, digital self-service options are becoming increasingly prevalent and are providing unique opportunities for companies who get it right.
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Hi!
Optimal Experience What we believe User centred design
User centred
design puts the
user at the centre
of your service.
Optimal Experience What we believe User centred design
World class companies don’t compete on services, products, technology, or features.They compete on experience.World-class experience comes from user insight anduser-centred design.
The best way to remedy a problem –whether with a product, system, service, or channel – or to create things that are new to the world……is with user centred design.
Our mission
Helping organisations deliver better human experiences
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80% of companies believe theyprovide a superior proposition
!Source: Bain & Co. survey of 400 firms
Companies perception of
themselves
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…but just 8% of their customersagree with them
!Source: Bain & Co. survey of 400 firms
customers’
perception of
companies propositions
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64% of shoppers have !immediately bought from a
competitor after poor service. !
Source: Oracle’s 2012 CX Index Report
What happens when
perception and
experience don’t
meet…
Optimal Experience What we believe User centred design
Competitiveness
user centred design 101
most of the time User
centred design meant
usability testing.
http://www.sheffield.ac.uk/polopoly_fs/1.37826!/file/Web-Page-Usability-Testing.jpg
ten years ago ucd had clear constraints, a screen, keyboard and mouse.
competitiveness meant sales optimisation
Hot Ucd topics from ten years
ago: •Should we open a pop-up
window? • How fast is your modem?
•Where should the navigation
bar go, top or left?
• Big news - the BBC news site
ditches 640 for 800.
people took some
convincing that flash
wasn’t the answer to
everything.
http://www.thegooglecache.com/rants-and-raves/should-i-make-a-flash-site-flash-website-flowchart/
in 2007 Ucd and self
service moved into the
world. the user’s context
became the critical factor
to self service and
competitiveness
But What makes
great self
service?
optimal self service is based around a high demand, simple choice that is quick to make.
frustration
convenienceself service controls variable costs, but fixed costs are high.
creating something simple and fast is hard
work.
simple self service doesn’t come cheap!
“Across all countries, research into New Zealand prior to arrival is done primarily through online channels, with half to one-third of all research conducted online.”
low variable costs
high fixed costs
“Almost 90% of customers use car dealer Websites or OEM Websites in the early steps of their decision making journey.“ !Innovating automative retail - McKinsey
low variable costs
high fixed costs
Don’t make
me think
the era of usability testing tackled high demand, simple, quick choices.
What once seemed tremendously challenging is now common place.
low hanging fruit
https://www.flickr.com/photos/11263821@N05/2224626086/
no more low
hanging fruit
we’re left with low demand tasks that include complex choices that take time to make. !frequently users don’t have the practical expertise to help them through a complicated self service experience.
https://www.flickr.com/photos/11263821@N05/2224626086/
What are the
implications of
getting it wrong?
Self service encourages speed and impatience. In users and in the staff who talk to customers. !Everyones expected to have done the research, practiced the techniques and have plentiful experience.
Self service
divorce anyone?
would divorce in three easy steps be a good idea?
through innovation &
differentiation
complex services need user involvement from the start, not just at the end.
Competitiveness
Ethnography and
contextual interviews,
with users.
Start at the beginning, with empathy and insight.
persona development
use personas to represent archetypal users as you make decisions.
Align the business needs with the tasks, goals and motivations of your customers.
Stakeholder interviews,
with the business
product Vision and design
principle workshops
define your product and the principles that will govern the choices and direction your product takes.
co-design workshops
ideate. provide the opportunity for divergent thinking, in a collaborative environment.
one off
tasks
High complexity
multiple channelsmultiple
touchpoints
Competitiveness in
the context of:
what are the consequences of choosing the wrong health insurance policy? !•not enough cover? • complicated shared cover? • preexisting conditions not covered?
• cover not available when you’re abroad?
How many times do you
choose health insurance in
a lifetime?
Self service and competitiveness isn’t just about controlling fixed costs.
Reflectionanticipation
conversationseeking counsel
complex low demand high complexity tasks like choosing health insurance can be delivered as a self service. but don’t forget to be compassionate.
wait, what was all that? • frequently made choices suit simple fast self service. • iterative design leads to an optimised user experience. • once in a lifetime decisions require compassionate experiences what
include other people. • empathy means understanding
customers’ complex needs and differentiating through the user experience.
UCD may mean an
organisational
behaviour change.
!Do the one smallest
thing you can.
!Involve one user early.
Thanks!@silverfoxyboy
