Kuali: The CX Cookbook

  • Published on
    24-Mar-2016

  • View
    215

  • Download
    2

Embed Size (px)

DESCRIPTION

A collection of ingredients and recipes to design delicious customer experiences.

Transcript

  • KUALI:THE CUSTOMER EXPERIENCE COOKBOOKa collection of ingredients and recipes to design delicious customer experiences

  • Kuali: The Customer Experience Cookbook is licensed under a Creative Common Attributions-Non Commercial 4.0 International License

    Kuali: The Customer Experience Cookbook

    a collaboration betweenSomia Customer Experienceand Copenhagen Institute of NeuroCreativity

    prepared and cooked in the magical island of Bali

    2014

  • Theres a certain fulfillment that we get from food experiences, especially if we put eort in creating the dishes. A great food experience stimulates ones senses and also evoke multiple emotions. In many ways, experience design also aims at the same thing to create experiences that people love and would love to share. This customer experience cookbook explores various mindsets, beliefs and approaches that support the design process. Think of it as a toolkit that guides you through discovering quality ingredients and preparing palatable dishes, in order to deliver mouth-watering experiences.

    There are various aspects making up a perfect dish. It combines the art of selecting quality produce and impeccable preparations. A good design solution relies on the synergy between process, mindset and beliefs. The cookbook guides you through the whole design process, and you can choose to use the recipes that you are comfortable working with, and relevant for the challenge you are working on. Now, go start whipping some mouth-watering experience!

    The customer experience cookbook is made through a collaborative eort between Somia Customer Experience and Copenhagen Institute of NeuroCreativity (CINC). We blend our expertise in designing customer experience and nurturing creative confidence in individuals to synthesize the ingredients making up great design solutions.

    THE CUSTOMER EXPERIENCECOOKBOOK

  • THE EXPERIENCE DESIGN PROCESS

    DISCOVER DEFINE DEVELOP DELIVER

    CREATIVITY

  • DISCOVER

    DEFINE

    DEVELOP

    DELIVER

    RESEARCH& OBSERVE

    STRATEGY

    IDEATION& TESTING

    FEASIBILITY& VIABILITY

    FINDINGS& STORIES

    INSIGHTS& PROBLEMS

    PROTOTYPES& CONCEPTS

    IMPLEMENTA-TION PLANS

    EMPATHY

    ABDUCTIVE

    EXPERIMENT

    SATISFICING

    DIVERGENT

    CONVERGENT

    DIVERGENT

    CONVERGENT

    APPROACH OUTPUT MODEMINDSET

    *Discover, Define, Develop & Deliver: UK Design Council Terminology

  • DISCOVERImagine getting in to a big traditional market. People roaming around from dierent directions, sellers oering various kinds of produce, you let yourself guided by the smell, you find the chaos to be both exciting and challenging. Your aim is to explore and discover.

    You would find the discover phase to be as chaotic and dynamic as being in a traditional market . In the discover phase, the aim is to gather as many knowledge as possible on the problem at hand and the peoples life context surrounding the problem. When going through the discover phase, you would find yourself getting familiar with the users and the organizations you design for.

  • The Mindset

  • Know yourbiases

    Theres a fun in not knowing. It takes you to explore ways that you might not have thought about before. In the discovery phase, we shall not let our assumptions get in the way of our research. Furthermore, by being aware of our biases, we extend our ability to reflect on the findings.

  • Capture theroot cause,not symptoms

    A good research approach should capture the underlying reasons behind peoples action/behavior. There are several factors that limit a researchers ability to capture the root cause of a problem: (1) people might not be aware of, or have diculties on articulating the underlying needs, and (2) they might not feel comfortable to open up to you.

  • Seek forstories

    In any conversation, half of the battle lies in establishing rapport and trust. The more people are willing to share, the more opportunities arise to nest great insights. Thats why its important to see interviews more like a conversation, where we dont just aim to capture findings, but be genuinely interested in listening to peoples stories. Stories speak from the heart and the mind, and the key to relevant insight is when we can navigate the space between what people feel, do, and say.

  • Observe peoples flow of experience

    The make or break of a design solution often lies in the design and the interaction of various resources supporting the experience. In the discovery phase, it is important to explore peoples flow of experience in interacting with a certain product/service, as well as defining the resources that support the experience we envisions.

  • Tap into peoples instinctual nature

    As much as we like to see ourselves as rational beings, truth is we can be an irrational beings, 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 for creating relevant experiences that people may not even realize they need.

  • Identifyextremebehaviors

    Approaching extreme users or assembling various types of users together are useful to harvest unexpected insights, alternative uses, and area for improvements. By approaching these special groups, we can collect rich information on various interaction possibilities and issues that may have been overlooked by the regular users.

  • The Tools

  • Assumption DumptionA warmup exercise to reveal the assumptions held by the group

    Preparations:1. 5 mins: Individually, list down all assumptions that you have about the

    problem you are working on; the users traits, the business needs - basically all perception and ideas of the issues at hand.

    2. 5 mins: Everyone briefly shares his/her assumptions to the group.3. 5 mins: Document all the assumptions in themes/clusters.

    Try to be aware of the groups assumptions during fieldwork and avoid building inferences based on our own biases.

    easy 15 minutes

    explore

    Know your biases

  • Tap into peoples instinctual nature

    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.

  • Love Thy RespondentAn approach to build a conversation-like style in an interview.

    Ingredients:1. Be compassionate, by trying to understand the disconnections

    between what we believe, what people say, and what they do.2. Be excited as if youre going on a date! Try to get to know your

    respondent in a way that you would like to get to know your date. Extend your love to them as if they are your long-lost friends.

    3. Encourage them to say whatever they have in mind. Once you have established trust, they will be much more open to share things.

    4. Use judgment as tool to reflect, instead of a way to influence the direction of the interview. Whenever judgment occurs, reflect and think of the gap between your perception/values and theirs.

    5. Expose yourself vulnerabilities and show your flaws. That way, people will be able to relate to you more and less reluctant to open up.

    medium explore

    Seek for stories

  • 5 whysA way to quickly uncover the root cause of the problem by asking 5 consecutive why.. questions.

    Preparations:1. 10 mins: Try to formulate a why question, and question the

    respondents answer by asking another why question for 5 consecutive times, or until you can no longer get closer to the root cause

    easy 10 minutes

    explore

    Capture root cause, not symptoms

  • Tap into peoples instinctual nature

    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.

  • What|How|WhyA way to discover how and why people do things they do.

    Preparations:1. 10 mins: ask the respondent to list down things that they usually do

    when exposed to the problem/challenge.2. If time permits, spend some time to shadow respondents when they

    do things on their list. Otherwise ask them how they do it and why.

    medium 30 minutes

    explore

    Capture root cause, not symptomsSource: Stanford d.school bootleg

  • Expert InterviewsReaching out to expert in a specific topic to gather large amount of insights in a short time period

    Preparations:1. Identify the areas on which you need an expert to talk to.2. Recruit the relevant experts and try to talk to several dierent experts

    to expand the teams way of thinking about the issue3. Get back to the expert for concept testing/feedback. Experts often

    give richer insights when presented with tangible outputs.

    medium 1 - 3 hours

    explore

    Source: HCD Toolkit

    Capture root cause, not symptoms

  • Source: HCD Toolkit

  • Extreme User InterviewsA way to gather insights from people who are extremely familiar or completely unfamiliar with the product or services. The approach often uncovers key issues of the experience and opportunity for improvement.

    Preparations:1. Identify users that fall under these categories: (1) extremely familiar,

    (2) completely unfamiliar, (3) loving fan, (4) utterly hate. 2. Conduct conversation with each user group separately.

    dicult 1 - 3 hours

    explore

    Identify Extreme Behaviors

  • Unfocus GroupA group discussion approach that assembles people from diverse backgrounds (beyond demographic & psychographic profiles).

    Preparations:1. Identify interest groups that are exposed (to a dierent degree) with

    the experience being observed/products being tested. Try to think beyond the obvious e.g. a foot-fetishist to discuss fashion sandals.

    2. Invite one person from each interest group and form a group of maximum five people.

    3. During the discussion, stimulate the group by providing range of materials or other relevant things that they can try on and experiment with.

    dicult 1 - 2 hours

    explore

    Identify Extreme Behaviors

  • Rapid EthnographyAn observation approach where researcher spend significant amount of time with people relevant to the challenge, within a certain budget constraints & time demands.

    Ingredients:1. Keep all assumptions on the back of your head. Your goal is to learn

    context, habits, rituals, and meanings around the relevant experience being observed.

    2. Maintain the balance between planned research e.g. concise field guide & book, and the curiosity for exploration i.e. constantly ask Why..

    3. Experiments with multiple techniques. This cookbook provides enough tools that you can try out during your fieldwork.

    4. Find ways to establish trust in order for you to be able to partake in the respondents natural environment.

    medium 1 - 3days

    explore

    Capture root cause, not symptomsSource: Stanford d.school bootleg

  • Source: Stanford d.school bootleg

  • Show Me HowA walkthrough of the users interaction with a particular service or product. Show me How often exposes unexpected/alternative uses of a product/service that can be a source of great insight.

    Preparations:1. Ask a respondent to share and show how they usually interact with a

    product/service.2. Observe their interaction, and look for gaps between what they

    initially say and how they really do it.

    medium 30-60minutes

    explorevalidate

    Observe peoples flow of experience

  • Card SortingA way to expose peoples expected model of an experience. It is also used to reveal expectations and priorities about the experience itself.

    Preparations:1. 15 minutes: Prior to the conversation, list possible features, resources,

    functions or design attributes that can support a certain experience. Write down each element on individual cards.

    2. 10 minutes: Ask respondent to organize the cards in a way that makes the most sense to them.

    easy 30 minutes

    explore

    Observe peoples flow of experience

  • Camera JournalA self-conducted notation technique where respondents are asked to keep a written and visual diary of their perceptions and activities related to an experience. It is useful in revealing respondents point of view and behavior.

    Preparations:1. Give respondent a written note for them to jot down thoughts that

    spark whenever they are exposed to the issue being observed. 2. Ask them to take pictures on their phone of all the things that they

    think to be relevant to the issue.3. Get back to them in a couple of days and ask them to explain the

    notes and pictures they have taken. Look for connections and patterns that can better explain their behavior.

    easy explore

    Tap into peoples instinctual nature

  • Experience HarvestingA way of collecting insights through stimuli that evoke peoples emotions

    Preparations:1. Identify aspects of the products/services that people value the most.2. Create artifacts or narratives that can evoke emotional reactions from

    people, in order for us to harvest insight on how people perceive the experience.

    3. Put the artifacts and narratives in a real-life, non-conditioned setting.4. Observe peoples reaction when exposed to the message and ask

    them how they feel about it.

    medium 2 hoursexplorevalidate

    Tips: Think of the most relevant touchpoint to expose the artifacts/narratives.

    Tap into peoples instinctual nature

  • Tap into peoples instinctual nature

    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.

  • DISCOVERTIPS

    listen & observe

    dont judge

    be curious

    be genuinely interested

    no leading questions

    be creative with research

    k...

Recommended

View more >