Designing Customer Experience - Cookbook

  • Published on
    27-Jan-2015

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DESCRIPTION

YOU are the chef in desinging customer experience. Learn the essential cooking tecniques in understanding customer experience, tools to develop strategy and basic research & design skills.

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  • 1. 721(;( Designing customer 317>5"67 $(/1"?7(>7 17 (85 @1=6 experienceDC(DEB!""#$""# A 2 @( B%&()*&+#,((-((./(01"23(!245"671(89371&7+7:(;!

2. F"2(=17(5?7(G+?7HIJ*?"(K74&@4(,"21(+245"671(79371&7+7J( !245"671( 8971&7+7N B !?7HD O=4571(5?7(M"*(,"21( ?7(1&@?5($=4&+( 075(5 57+?&P274K&4?&@17K&754research &designCustomer experiencetools rame work &f %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 2 3. !245"671(893 71&7+7(!""#$ ""#B M"*(,"21(K&4?(Q >?=5(&4(+245"671( 79371&7+7%&()*&+#, 4. !245"671(79371&7+7(R(!245"6714S(1=5&"=T(=K(76"5&"=T(U2K@7675(?"*(@""K(5?7(&571=+5&"(*=4 !"#$%&( ./0$12/3*2/45$6/ )%"(*+(%,"-$%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 4 5. A,5?&@(&($75*77(RX571*"Y7(*&5?(+?=7T4(=K(U"217, Customer JourneyWK7145=K( O=#7(=( A*=17744!17=57(&571745 V&145(+"5=+5 L7+&4&" /1"K2+5 Channel85#2$9$%( 7(%,"-$ !"#$%&(7(2/$#9%-2:;*&,2:%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 6. A(3"4&5&Y7(+245"671(79371&7+7(K"74I5(?=337($,(+?=+7JX5(6245($7(K74&@7KJ%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""#6 7. !245"671(793 71&7+7(+""#$ ""#D 075(5?7(1&@?5&@17K&754%&()*&+#,( 8. 1 2 3 4UnderstandDevelop strategyDesign experienceMeasure & monitorCustomer Customer needsimpact Customerexperience strategyBusinessBusiness goals impactTools1. Experience labs4. Customer experience framework 7. Experience labs as2. Need finding 5. Prototypeongoing program3. Elevator pitch 6. Design principles 8. Analysis tool such asGoogle Analytics%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 9. !245"671(79371&7+7(+""#$""# N O=4571 $=4&+(57+?&P274%&()*&+#, 10. 1 2 3 4UnderstandDevelop strategyDesign experienceMeasure & monitorCustomer Customer needsimpact Customerexperience strategyBusinessBusiness goals impactTools1. Experience labs4. Customer experience framework 7. Experience labs as2. Need finding 5. Prototypeongoing program3. Elevator pitch 6. Design principles 8. Analysis tool such asGoogle Analytics%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 11. 1Understand > Elevator pitch A(@17=5(+245"671(79371&7+7( 45=154(*&5?(+T=1&5, Clearly articulate your offering. V"1(Z((5=1@75(!245"671([(*?"(Z(+245"671(77K4([(: Z31"K2+5(=67[(&4(=(Z31"K2+5(5,37[(5?=5(31"Y&K74( Z(Y=T27(31"3"4&5&"([J(WT("5?71(Z((31"K2+5(5"(+"63=17([:( 5?&4("HH714(Z(K&HH7175&=5"1([J(Individual Activity : Write down your elevator pitch (5 min)%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 12. 1Understand > Experience labs747=1+?(45=154(*&5?(,"2Meet customer for experiencelabs.Its an open-ended, qualitativeone-on-one sessions that capture Surveyboth strategic and tactical customerinsights. FocusMarket group researchExperience labsBenet: UsabilityIts learnable skill. Interviews testingIt costs almost nothing if you do by yourself.Its fast and integrative to design process.Empathy stays with your company. %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 13. ]7=K("H(>7=T5?(O==@7675HearSeeCreate 14. 1Understand > Experience labsListen to stories about the users real experiences and understandthem in a deeper way. What?Who (tasks / goals) Why?Where / when? (motivation)(context) How?(expectation)%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 15. 1Understand > Experience labsIndividual activity : Experience labs prep (10min)Write down what (think) you already know about your customer. (assumptions)Write down areas you need to nd out more. (interview objective) Who are they?When / where? Demographic, profile, values When do they use your product/ services?When / where do they use your website?What do they do before or after using yourwebsite? Why? What is their motivation in using How? your product / services? How do get to know your product? How are they Why are they using web? making a decision?How are they using the web currenlty?How do they expect using your website to be?What are goals and tasks? What are their goal using yourWhat you want to nd out more:product/ services?1.____________________________ What are the key tasks when using 2.____________________________your website?3.____________________________%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 16. 1Understand > Experience labsActivity in pair : Interview your customer (10 min x 2) Introduce your product / services using elevator pitch Ask customers open - ended questions using following probes. Its a user-led conversation, not a questionnaire. Who are they?When / where? Introduce yourself (job, family...)When do you need < >? How would you describe as a...When / where do you use < > web?What do you do before or after using < >website? Why? What is your motivation in usingHow? ? Why are they using web? How do you get to know < >?How are they using the web currently?How do you expect using < > website?What are goals and tasks? Useful probes:What is your goal in using < > 1. Tell / show me how you usually do?What is the main thing you want to 2. Whats most important to you? Why?do on < > website?3. How do you feel?4. (lots of) why?%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 17. 1Understand > Needs finding 8951=+5(#7,(2471(&4&@?54(=K( &K75&H,(^2_=15&+2T=57K(77K4 Info needsWhat you hear / observefunctional needsemotional needsGoal Key tasks What you infer / synthesizeKey unmet needs MotivationExpectationContextIndividual Activity : Write down your key insights using this framework. (5 min)%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 18. 1 2 3 4UnderstandDevelop strategyDesign experienceMeasure & monitorCustomer Customer needsimpact Customerexperience strategyBusinessBusiness goals impactTools1. Experience labs4. Customer experience framework 7. Experience labs as2. Need finding 5. Prototypeongoing program3. Elevator pitch 6. Design principles 8. Analysis tool such asGoogle Analytics%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 19. 2Develop strategy>?=5(4?"2TK(,"2(&631"Y7`Customer experience strategy is a brief, simple and directsummary of- what the desired experience should be- the change necessary to improve the customer experience!&-.5&,$DE>&5.&)1&$F*(*&8&)*$!"#$ %&$()*$*+$,&-./)$()$&00&1*.2&$-(3&-$*++3$*4(*$ -*5&)/*4&)-$#67-$5&1+88&),(*.+)-$$(),$5&(--95&-$ 19-*+8&5-$$ ! :;-$#6-$*+$ &)/(/&$.)$($8&().)/093$,.(3+/9&$.*4$($19-*+8&5$ ! ?@A$ %&$()*$*+$,&-./)$($1+)1&>*$B5+1495&$*4(*$(,,5&--&-$ 19-*+8&5-7$1+)1&5)$(),$15&(*&-$.)*&5&-*C!G.)$H.1I=$J$K5+9>$"9-*+8&5$DE>&5.&)1&$38%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 20. 1 2 3 4UnderstandDevelop strategyDesign experienceMeasure & monitorCustomer Customer needsimpact Customerexperience strategyBusinessBusiness goals impactTools1. Experience labs4. Customer experience framework 7. Experience labs as2. Need finding 5. Prototypeongoing program3. Elevator pitch 6. Design principles 8. Analysis tool such asGoogle Analytics%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 21. 3 Experience design > Customer experience framework.&42=T&a7(,"21(+245"6714S(7KQ5"Q7K(79371&7+7Customer Journey WK7145=K( O=#7(=(A*=17744 !17=57(&571745V&145(+"5=+5 L7+&4&"/1"K2+5Channel85#2$9$%(7(2/$#9%-2:;*&,2:Individual Activity: end-to-end customer experience (10 min) Draw your customer journey / involved channels using this framework%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# What is the main role of web? Think about how to optimize the end-to-end experience 22. 3Experience design > Prototype/1"5"5,37(5?7(&K7=4(=K(5745(7=1T,Anyone can prototype.Prototypes can be hand-sketch, powerpoint, or any other format.Prototyping is a thinking tool and facilitate testing.%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 23. %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 24. 3Experience design > Prototype%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 25. 3Experience design > Elements of designL74&@(&4(6"17(5?=(Y&42=T4Design is how is works Steve Jobs Visual design Content / language Structure Function%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 26. 3Experience design > design tips Design examplesMake the grouping obvious.The less elements there are, the simpler it feels. %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 29. 3Experience design > Design examplesSpeak human.Emotions makes it feelsimpler.speakhuman.tumblr.com %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 30. 3Experience design > Design examplesFocus 1-2 key tasks. %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 31. 3Experience design > Design examplesFocus 1-2 key tasks.Ruthlessly! %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 32. 1 2 3 4UnderstandDevelop strategyDesign experienceMeasure & monitorCustomer Customer needsimpact Customerexperience strategyBusinessBusiness goals impactTools1. Experience labs4. Customer experience framework 7. Experience labs as2. Need finding 5. Prototypeongoing program3. Elevator pitch 6. Design principles 8. Analysis tool such asGoogle Analytics%&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 33. 4Experience design > Monitor and measureb75(+1&571&=(=K(67=4217Based on the key unmet needs identied, set criteria to measure Easy: How easy customers feel to complete their tasks? CustomerUseful: How useful customers found the information / offering useful?impact Enjoyble: Is the overall experience pleasant? Net Promoter Score (Promoter - Detractor)Business Website traffic impactNumber of downloads Sales %&()*&+#,(-(L74&@&@(+245"671(79371&7+7(+""#$""# 34. !245"671(79371&7+7(+""#$""#>?,!245"671(79371&7+7(K74&@(&4(&63"15=5` 35. !245"671(79371&7+7(&631"Y7675(R(