Download pdf - Customer Experience Design Talk Idris Mootee

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2003 2007 Idris Mootee www.mootee.typepad.com

Idris Mooteewww.mootee.typepad.com

Customer Experience Design

First Presentation 2003 Updated 2007


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What is customer experience?

Usability

User Experience

Customer Experience

Customer RelationshipsDesign

Customer Experience

Interactions

Advertising

Customer Service

Social connections

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New Paradigm in Marketing Management

Customer Value

Customer Relationships Management

Customer Value

Interactions Design

Product-Driven Customer Experience-Driven

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“experiences are as distinct from services as services are from goods.”

Joseph Pine & James Gilmore The Experience Economy

How is it different from services?

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Product Design as Customer Experience

In the 80's, IT was engineering centred …and it showed

The next stages are service design...In the 90's

Design started to become a mega trend

IT adopted it …in a limited way

Business Actors

JonathanIve @ Apple

JohnNaisbitt

MITMedialab

Design agencies

.. and experience design.

Source: Adapted from Gartner Research

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The Crossover of Business, Design and Technology

•Design & Architecture should be part of your your skills mix

• Apply to service not just product development

• Learn by experimentbe prepared to accept failures

• Seek the 'wow' factorand learn to value it

• Be multi-disciplinary value idea exchange, suppress narrow minded derogatory cultures

•Design & Architecture should be part of your your skills mix

• Apply to service not just product development

• Learn by experimentbe prepared to accept failures

• Seek the 'wow' factorand learn to value it

• Be multi-disciplinary value idea exchange, suppress narrow minded derogatory cultures

Technology enablers

Processor

$p

Processor

p

Graphics

q

Displays

n

Wirelessdevices

• Internal specialist unit of IT hybrid innovators

• Work directly with vendor labs• 50 % of projects 'impossible'• Budget 'not so much an issue'• Projects aim to create magic• Purpose - to support the brand

experience

Crossing over of of business, technology & design will create a new strategic business discipline within 5 years …. the Next Competitive Advantage!

Source: Adapted from Gartner Research

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Customer Experience as Business Strategy

If you choose a high-value, high-cost strategy as your basis of competition, the next question is…How do you generate profitable and sustainable innovation? Not only managing costs but also managing imagination.

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Customer Experience is a Strategy to Shift Demand Curves

Quantity (share)

Price

Demand for branded product

Demand for unbranded product

Demand for branded products with compelling customer experiences

p

s

Shifting the demand curve by customer experience design

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What is Customer Experience?

Product Design

Technology-enabled Interactions Design

Human Interactions Design

Product Experience

Product Identity

Product Image

Web-based Interactions (remote)

POS Interactions (in-store)

Mobile-based Interactions

Communities enabled by networks

Brand

Direct Face-to-Face (Pre and Post Sales)

Through Other Communication Channels (Pre and Post Sales)

Marketing Communications

Mass Advertising

Direct Marketing / BTL

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Core Product or Service

Brand Marketing

Customer Interactions


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Customer experience design is taking the customer views of the interactions to understand the emotional bond between the brand and customers. It requires a common understanding of the customer journey, then align the company actions to build emotional bonds.


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It is the collective set of experiences…. on the web, in store or even tiny little things that companies. It is about understanding their unmet needs, wants, capabilities and desires in a deeply contextual level. And that leads to thoughtful and purposeful use of technologies, communities and imageries.


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……the answer is pretty simple. Customers remember and value great experiences that demonstrate deep understanding and respect for their needs.

When companies learn how to deliver and evolve differentiated experiences, they tend to build strong, enduring customer relationships and profitable businesses.

Why Customer Experience?

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What do we embed “customer empathy” into everything we do?

How do we create compelling cross-channel experiences with customers and extended business partners?

How do we create value from “customer communities” and bring them into the value creation process?

Questions To Ask

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Prada

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LG

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Addidas

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Southwest

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Circuit City

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Apple

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Facebook

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Win a Cow Shop - Tokyo

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Nintendo

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Yahoo

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Harley Davison

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Starbucks

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Design Transforms even the [Biggest] Corporations! TARGET … “the champion of America’s new design democracy”(Time)


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Marketing becomes the ultimate social practice of postmodern consumer culture, it now plays an important role in giving meaning to life through consumption.


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“Design is treated like a religion at BMW.”


Fortune Magazine

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“We don’t have a good language to talk about this kind of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation.”

Steve Jobs, Apple Computers


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Meaning does not necessary emanate from the functional aspects of things. Consumer experiences of what are seemingly objectives properties are simply “Cultural Constructions”.

Idris Mootee, 60 Minute Brand Strategist

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What is Customer Experience ?

It’s about interactions!

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What is Customer Experience ?

The design of real world and virtual spaces for conversations and interactions?

Interactions to help customer to make informed decisions?

Interactions with customer that build trust and relationships?

Interactions that allow the customer to engage in a dialogue?

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core design principles

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Customer Experience Principles

co-creation of valueCustomer experience innovation is a bottom up

process, or ‘tags’ or ‘tag clouds’ (basically the

process of allowing users to create their own

taxonomies that feed a central ‘community

taxonomy). It means the product is not

consumed but created at the time of use

between the user and the system. Use the

experience of customers to create value.

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consistencyThe core idea is to make things more user

friendly by means of aesthetic consistency of

style and appearance There is also functional

consistency in terms of meaning and action.

Standards are required to drive both.

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observationThis includes ethnography, framing the

experience design problem in the context or

actual use, instead of asking what people

want, observing what they need. (Contextual

inquiry, observation, ethnography,

participatory design etc.)

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expectation effectThis refers to ways in which

expectations affect perception and

behavior. When people are aware of a

probable outcome, their perceptions

and behavior are affected in many

ways. Expectation management is a

key part of customer experience

design and delivery.

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exposure effectWhen stimuli are repeatedly

presented and, as a result, are

increasingly well liked and accepted.

The strongest effect are seen with

photos, meaningful words, simple

shapes and smaller effects with icons

and people.

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Hick’s lawIt states that the time required to make a decision is a function of

the number of available options. The fewer the customers are

trained to perform time-critical procedures, train on the lowest

possible responses for a given scenario. This will minimize error

rates and drives users satisfaction.

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hierarchy of needsThis principle specifies that a customer

experience feature must serve the low-level

needs, before the high-level needs can begin

to addressed.

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immersionThis is a state of metal focus so intense

that awareness of the “real” world is lost,

generally resulting in a moment of joy

and satisfaction. Immersion can occur

while working on a task, playing a game,

reading a book. Example: a modified

sense of time ( long hrs pass by in what

seems like minutes )

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customer life cycleAll customer experiences progress

through stages of existence and

understanding the implications of each

allow us to understand customer

unmet needs.

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products as nodesThis is about making sure the

experience design takes into account

the wider context of use (other

offerings, other customers), or the

wider context of the offerings.

Customers experience is an

organizations output in one integrated

space.

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mappingThis is about relationship about

controls and their movements or

effects. It is about increasing the ease

of use. Good mapping is primarily a

function of similarity of design, behavior

and meaning

HOME

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Ockham’s razorGiven a choice between

functionality equivalent designs,

the simplest is always preferred.

The idea is unnecessary

elements decrease efficiency and

increase probability of

unanticipated consequences.

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storytellingThis is about creating imageries,

emotions and understanding

through sharing of stories with an

audience. Story telling is powerful

when enhanced through

extended communities through

the power of the networks.

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progressive disclosureAn effective approach for managing

information complexity in which only

the necessary or requested is

displayed at any given time. Making

it easy for customer is often a big

part of customer experience.

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Von Restorff effectThis is about increased likelihood

of remembering unique or

distinctive events . Different in

experience occur when something

is noticeably different from past

experience.

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The Customer Experience Design Journey

The customer experience innovation journey is a nonlinear cycle of divergent and convergent activities that may repeat over time and at different organizational levels and both ideas and resources are required to renew the cycle.

This is the future of marketing.

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DankeGraciasMerciThank youGrazie www.mootee.typepad.com