Designing our Customers Experience
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We’ve been riding on a wave of consumerism since the best part of last century, product of the industrial and services revolutions, the amount of products and services outpaced even the most wild thinkers. There’s just too much of everything! Choices are good, but hard to make! Product features first, Product design next used to be central to developing new products and attached services, but clearly we’ve passed those days, so if it’s not about features, nor it’s design how do we create meaningful and attractive differentiation for our future products and services propositions?
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Designing our Customers Experience
- 1. Designing Our Customers Experience Pedro Custódio, ExD Wien, 2014
- 2. 2 In the beginning there were PRODUCTS ExD 2014
- 3. 3 Then products became connected and connected products created SERVICE ExD 2014
- 4. 4 By connecting products, services and platforms we suddenly have do design and plan for a whole experience ecosystems ExD 2014
- 5. 5 Products and Services Ecosystems forces us to rethink our usability and experience learnings, we now operate in a much more complex environment. ExD 2014
- 6. 6 ExD 2014 Products and Services Ecosystems forces us to rethink our usability and experience learnings, we now operate in a much more complex environment.
- 7. 7 The Progression of the Economic Value highly differentiated Undifferentiated AGRARIAN INDUSTRIAL SERVICES EXPERIENCE Extract Commodities ECONOMIES Make Goods Deliver Services Stage Experiences Price Premium Price ExD 2014
- 8. 8 User Experience became the only real product and service differentiator ExD 2014
- 9. HOW do we design better experiences? 9 ExD 2014
- 10. 11 ExD 2014 Research + Design Processes
- 11. 12 Let’s start from the beginning, or shall we say from the center? WHO ExD 2014
- 12. 13 WHAT ExD 2014 WHAT do they want? WHAT do they need to accomplish the tasks? WHAT do WE need/wish from them? WHAT are the key problems or barriers in todays experience?
- 13. 14 Where are the actions and interactions WHERE taking place? In which context? ExD 2014
- 14. 15 CONTEXT IS VITAL! ExD 2014
- 15. How are we delivering against all of those learnings? HOW 16 ExD 2014
- 16. 17 WE MUST DESIGN THE WHOLE EXPERIENCE ExD 2014
- 17. 18 EXPERIENCE is not a bandaid! It starts on day ZERO! ExD 2014
- 18. 19 BEFORE, DURING and AFTER! ExD 2014
- 19. Customer Journey 20 BEFORE DURING AFTER
- 20. Customer Journey 21 EXPLORE BUY START UP USE GET HELP RENEW OR LEAVE
- 21. EXPLORE 22 Research | Choose | Validate
- 22. 23 BUY Order | First Payment | Wait | Receive
- 23. 24 START UP First Use | Setup | Welcome
- 24. 25 USE Use | Manage | Payment | Value
- 25. 26 SUPPORT Question | Problem | Escalate
- 26. 27 RENEW OR LEAVE Renew | Leave | Suspend | Move
- 27. 28 Ma“rDtinee Npe Duemseigienr” The Designful Company, 2009 ExD 2014
- 28. 29 Fitch IKEA Customer Journey Example http://fitch.com ExD 2014
- 29. 30 Kuudes Kerros Service design concept for Helsinki City Library http://kuudes.fi ExD 2014
- 30. 31 Vodafone Joyn User Journey http://joynus.com ExD 2014
- 31. 32 Customer Experience Lifecycle ExD 2014 EXPLORE BUY STARTUP STARTUP GET SUPPORT RENEW / LEAVE
- 32. 33 Macro Customer Journeys vs Customer Segments Journeys ExD 2014
- 33. 34 Mart“inM Neteau Tmeeaimer” The Designful Company, 2009 Communications Sales Marketing Risk Management Exec Finance Strategy Legal Admin HR Brand Operations Distribution Products Services IT Graphic Design PR Exhibits Web Design Package Design Advertising Experience Design Product Design Ethnography Research Intellectual Property Process Design Training Brand Strategy Identity Design Events Financial Reports Management Consulting ExD 2014
- 34. 35 Photo: Getty Make it or Break it! An Experience is built cumulatively with each interaction, so the quality of those will add up to the memory of the overall experience ExD 2014
- 35. 36 Ten GREAT laws of EXPERIENCE ExD 2014
- 36. 37 but generative SIMPLE ExD 2014
- 37. 38 REPEATABLEbut not boring ExD 2014
- 38. 39 FACILITATES but doesn’t take over ExD 2014
- 39. 40 EDUCATES but doesn’t push! ExD 2014
- 40. 41 DIFFERENT but still familiar ExD 2014
- 41. 42 INTELLIGENT adding context value to each use ExD 2014
- 42. HUMAN 43 at the center ExD 2014
- 43. 44 SECURE but discreet
- 44. 45 Permanently INCOMPLETE and yet clear ExD 2014
- 45. 46 SHARABLE we talk about the good / bad experiences ExD 2014
- 46. 47 SURPRISE adding more value, than expected ExD 2014
Notes de l'éditeur
- Not long ago, we lived from what we could produce (GOODS) then some of us started exchanging our extras (PRODUCTS)
- but so did our neighbour, so we created SERVICES as a differentiator
- with the advent of Internet these products became connected, users require flexibility and empowerment, transparency and always available services So we can safely say that the products, services we've been working on are no longer enough.. User want more than just a nice set of features, they want the best experience across all our touch-points and channels for those features So as if all our work to beat our competitors on the feature, usability level wasn't enough we're now fighting also on the experience level.
- **Products and Services Ecosystems** Products and services don't exist isolated, they exist in the form of a ECOSYSTEMS A combination of products and services, touch-points, channels creates a dynamic grid providing an enhanced and more valuable experience than the sum of its components. Product and Service ecosystems drive the brand awareness, business value and emotional bond from their users. They are new form of business strategy, the future business strategy So how do we design better ecosystems? How do we ensure their more usable? How and where can we even start thinking about all these complexity?
- **Products and Services Ecosystems** Products and services don't exist isolated, they exist in the form of a ECOSYSTEMS A combination of products and services, touch-points, channels creates a dynamic grid providing an enhanced and more valuable experience than the sum of its components. Product and Service ecosystems drive the brand awareness, business value and emotional bond from their users. They are new form of business strategy, the future business strategy So how do we design better ecosystems? How do we ensure their more usable? How and where can we even start thinking about all these complexity?
- **Welcome to the Experience Economy** Innovation is iteration on iteration And this isn't even knew, but we're all here today exactly because we know that. Being able to understand, to use, interact, play, learn with some product or service is the only goal we usability experts have. Usability is at the core of all good experiences.
- As we progress towards the Experience Design, we also need to overcome the simple Feature Usability thinking that have dominated the 2 previous economy models and step up the game into USABLE OR OPTIMAL EXPERIENCES
- Which takes us to the **HOW**! How are we performing agains these expectations? Are we adding any value to the context, to the action that the user is trying to accomplish? Isn't this what we do everyday on our usual usability work? Isn't this what we've been doing towards all the interfaces around us? To make them as intuitive and fitted as possible to the action they assist in?
- Designing a product and service ecosystem experience is in a way as simple as designing it's components experience with an extra layer that ensures that everything don't just fit together, but fits perfectly together! The Good news is that we already have all the tools we need! We just need to use and look at them from a different angle Think QUANTITATIVE (measurable) vs QUALITATIVE (soft qualities, behaviors) Research Tools Personas Ethnography Surveys Observations Interviews ... Analysis Task Card sorting Concept Mental Models Metrics .... So where do we start?
- Designing a product and service ecosystem experience is in a way as simple as designing it's components experience with an extra layer that ensures that everything don't just fit together, but fits perfectly together! The Good news is that we already have all the tools we need! We just need to use and look at them from a different angle Think QUANTITATIVE (measurable) vs QUALITATIVE (soft qualities, behaviors) Research Tools Personas Ethnography Surveys Observations Interviews ... Analysis Task Card sorting Concept Mental Models Metrics .... So where do we start?
- ANY FORM OF GOOD DESIGN, OF GOOD USABILITY REQUIRES THAT WE HAVE A DEEP UNDERSTANDING OUR USERS, OUR CUSTOMERS! How do they behave Language Expertise Difficulties / Needs Beliefs Attributes Expectations Emotions Past Experiences NOT ALL USERS ARE EQUAL - EMPATHIZE! FEEL THEIR PAIN! We have the usual tools Observation Interviews Surveys Focus groups Ethnographic research etc. etc. etc. It may sound trivial, Many companies don’t really know their customers, or if they do, they ignore what they know. They retrofit their products towards potential customer needs and not the other way around.
- What do these users need and want? Why? What are they trying to achieve? What's their goal? When are they using our product or services? What is the context in which they do it? Do we know all these answers? By answering to as many of these questions we start identifying (opening the pandora box) and we'll identify broken experiences and opportunities to improve.
- WHERE are those actions taking place? Are we delivering our features, our functions, our services Where our users expect them to be? Which channels? Are they interacting with us offline? online? mobile? phone? Where are we putting our energy and efforts? Facebook? All these questions are enough to make my point, we need to start looking to the whole experience and not just to the tangible part of it, not just to how usable it is.
- WHERE are those actions taking place? Are we delivering our features, our functions, our services Where our users expect them to be? Which channels? Are they interacting with us offline? online? mobile? phone? Where are we putting our energy and efforts? Facebook? All these questions are enough to make my point, we need to start looking to the whole experience and not just to the tangible part of it, not just to how usable it is.
- Which takes us to the **HOW**! How are we performing agains these expectations? Are we adding any value to the context, to the action that the user is trying to accomplish? Isn't this what we do everyday on our usual usability work? Isn't this what we've been doing towards all the interfaces around us? To make them as intuitive and fitted as possible to the action they assist in?
- we need to start looking to the whole experience not just to the tangible part of it, not just to how usable it is. Usability isn't a ban-aid, it isn't a quick fix!! Usability starts from day zero! one and that means delivering great products and services that really add value and aren't just easy usable. So I believe that all of us, need to work upon the understanding that interfaces and our products don't exist in isolation and therefore we need to devise an overall experience strategy.
- Usability isn't a ban-aid isn't a quick fix! Usability should start from day zero Delivering great products and services not just easy usable. UPRISING Step up the usability game and understand the full potential of our tools and knowledge
- we need to start looking to the whole experience not just to the tangible part of it, not just to how usable it is. Usability isn't a ban-aid, it isn't a quick fix!! Usability starts from day zero! one and that means delivering great products and services that really add value and aren't just easy usable. So I believe that all of us, need to work upon the understanding that interfaces and our products don't exist in isolation and therefore we need to devise an overall experience strategy.
- Let’s look back again at our customer journey stages A great experience is a conversation a dialogue between all actors tell a story by itself without us there to convene any extra knowledge or information, Experience at its core! Looking at our users journey from the moment .... they came across a reference to our product or service, on how much they understand about it, how they use it, what they use it for to how they stop using it, Develop EMPATHY with our users and their journey Start designing the building blocks of our product or service journey.
- Let’s look back again at our customer journey stages A great experience is a conversation a dialogue between all actors tell a story by itself without us there to convene any extra knowledge or information, Experience at its core! Looking at our users journey from the moment .... they came across a reference to our product or service, on how much they understand about it, how they use it, what they use it for to how they stop using it, Develop EMPATHY with our users and their journey Start designing the building blocks of our product or service journey.
- Explore (lifecycle) stage gathers all the use cases that contribute to how a customer becomes “aware” of a specific product or service ex: how the customer gets to know about a product or service existence, compromised features, availability, acquisition price, etc. Once aware TIME for reassurance! Collecting more information building a decision towards acquisition Undefined period of time our actions => assist the customer knowledge and decision GOAL => DECISION MAKING
- Buying related activities (ex.: online/offline buying process, buying options, payment methods and security checks, etc.). Buy => Product acquisition. Digital vs Non Digital How does the customer receives it. Product in hands. Collect all the necessary activities that take place regarding the delivering of the actual product to the customer. GOAL: Product in Hand
- Acquisition is only half way towards having a fully functional usage, SETUP / START UP in many product and services there's a certain level of setup necessary before the customers can start using their services freely. Collect all the necessary tasks and activities regarding getting the customer to have a fully functional product or fully using our service. GOAL: fully functional product or fully using our service.
- This phase is normally the longest of all the different lifecycle stages as it represents and aggregates all customer activities and processes taking place during the regular Use of a product or service. In many of today’s business models, the payment is distributed between two separate moments: a one time fee for the initial acquisition of a product or service (previous mentioned as the Buy phase) and a subsequent, repetitive process of collecting a regular fee for the product usage or service access. The payment lifecycle stage is therefore meant to collect the second moment use cases, from how to inform customers on incoming payments to the actual process of completing them.
- Murphy Law if something can happen, it will happen. Problems will happen! impossible to know them all! Important => think ahead how to deal with unexpected trouble. Support => all the use cases and tools available to support customers when problems arise. GOAL: Assist our customers
- Typically, the usage of a product or service involves a predefined period of time that might require renew. Renew => all the use cases, tasks and activities regarding with the specifics involving renewing the access or usage of our product and services. Any product or service lifecycle involves sooner or later a usage termination phase. Critically important to prepare for such moment. End lifecycle stage – Renew / Leave collects all use cases, tasks or activities needed to go through in order to successfully terminate a product or service usage. Doing it right might mean a returning customer, overlooking it might mean loosing it forever.
- DESIGN IN DEPTH Only by looking at the experience at all different levels of understanding we can aspire to create meaningful products and services Truly usable products and services!
- Why is this so important for Future Services Design? Well the customer journey maps represent and forces us to think on a whole lot more than meets the eye. A good journey map, will be a live document will have information on the product or service it’s communication where to find it show how the users come across it how they use it where, etc. It helps visualize Actors, Touchpoints, Channels It also reflects most companies internal structure and that's why I believe it's such an important artefact in the generation of memorable experiences. Each team visualises their role in big play, but they also implies the need for collaboration. A company it's a well oiled team, not a silted structure. Good experiences require collaboration, require synchronous care, one united voice, one single mission and one single experience strategy. Plurality in any of this topics leads to broken experiences.
- Why is this so important for Future Services Design? Well the customer journey maps represent and forces us to think on a whole lot more than meets the eye. A good journey map, will be a live document will have information on the product or service it’s communication where to find it show how the users come across it how they use it where, etc. It helps visualize Actors, Touchpoints, Channels It also reflects most companies internal structure and that's why I believe it's such an important artefact in the generation of memorable experiences. Each team visualises their role in big play, but they also implies the need for collaboration. A company it's a well oiled team, not a silted structure. Good experiences require collaboration, require synchronous care, one united voice, one single mission and one single experience strategy. Plurality in any of this topics leads to broken experiences.
- Why is this so important for Future Services Design? Well the customer journey maps represent and forces us to think on a whole lot more than meets the eye. A good journey map, will be a live document will have information on the product or service it’s communication where to find it show how the users come across it how they use it where, etc. It helps visualize Actors, Touchpoints, Channels It also reflects most companies internal structure and that's why I believe it's such an important artefact in the generation of memorable experiences. Each team visualises their role in big play, but they also implies the need for collaboration. A company it's a well oiled team, not a silted structure. Good experiences require collaboration, require synchronous care, one united voice, one single mission and one single experience strategy. Plurality in any of this topics leads to broken experiences.
- Why is this so important for Future Services Design? Well the customer journey maps represent and forces us to think on a whole lot more than meets the eye. A good journey map, will be a live document will have information on the product or service it’s communication where to find it show how the users come across it how they use it where, etc. It helps visualize Actors, Touchpoints, Channels It also reflects most companies internal structure and that's why I believe it's such an important artefact in the generation of memorable experiences. Each team visualises their role in big play, but they also implies the need for collaboration. A company it's a well oiled team, not a silted structure. Good experiences require collaboration, require synchronous care, one united voice, one single mission and one single experience strategy. Plurality in any of this topics leads to broken experiences.
- Why is this so important for Future Services Design? Well the customer journey maps represent and forces us to think on a whole lot more than meets the eye. A good journey map, will be a live document will have information on the product or service it’s communication where to find it show how the users come across it how they use it where, etc. It helps visualize Actors, Touchpoints, Channels It also reflects most companies internal structure and that's why I believe it's such an important artefact in the generation of memorable experiences. Each team visualises their role in big play, but they also implies the need for collaboration. A company it's a well oiled team, not a silted structure. Good experiences require collaboration, require synchronous care, one united voice, one single mission and one single experience strategy. Plurality in any of this topics leads to broken experiences.
- Metateam - A CJ also reflects most companies internal structure Each team visualizes their role in big play, but it’s forced to work in collaboration A company it's a well oiled team, not a silted structure. Division of labor, each touch-point normally is handled by a different team Good experiences require collaboration, require synchronous care, one united and single voice, one mission and one experience strategy Plurality in any of this topics => Broken experiences. Examples: 1) sales driven retail experience inflicting damages on the customer support and returns department - users unhappy and a big financial mess 2) We can't shout in big capital letters that our product is simpler, more accessible and then request our users a six page contract for registering into our website.
- MAKE IT OR BREAK IT MOMENTS => APPLY HIGHLY RELEVANT & VALUABLE EXPERIENCES HERE! Improving the EXPERIENCE means improving ALL the little INTERACTIONS the FLOW of the EXPERIENCE! REMEMBER - AN EXPERIENCE IS BUILT CUMULATIVELY with each INTERACTION practical vs emotional THE QUALITY OF THESE INTERACTIONS WILL DICTATE THE MEMORY OF THE EXPERIENCE and therefore the outcome of our work INTERACTIONS CARRY AN ENORMITY OF BACKLOG! Mood, Stress, Cultural, Gender, Past Knowledge, Preferences, Pre-Conceptions, Expectations, Emotions, Time... The MORE WE UNDERSTAND the BETTER
- Ten great laws of Experience For the rest of you I can only leave you my Ten **Ten great laws of Experience**, it's an idea I took from the "Laws of Simplicity" written by John Maeda (A book I personally recommend all of you to read. His 10 laws should be also mantras for our usability work)
- SIMPLE is the new COMPLEX One of the greatest war to achieve great experience is to ensure that the experience itself is simple enough to be easily remembered, but yet it's generative in what it can generate in our users minds. So one good inspiration might be the Braun design principles, by Dieter Rams
- REPEATABLE, but not boring! We don't understand caos many of us and our users have enough hard time struggle with all the complexity around us. Delivering a structured, consistent and repeatable experience is fundamental Also give a simpler appearance to a very complex process.
- FACILITATES (SAVES TIME) is precious and now more than ever we fight for our users attention, so any saving in their time should also be part of our focus when designing experiences
- TEACHES A great experience teaches or orients We all love to learn we learn from the moment we're born hardly anyone dislikes an experience that delivers knowledge.
- Is different The world is boring enough no need for extra copy cats, innovate, differentiate make it worth for those who choose you, Different, yet familiar d (difference) x d (design) = d (delight) Marty Neumeier, "The Designful Company") Ex: chairs…
- *6 Context Aware Context is CRITICAL what happens around our users what else is fighting for their attention it’s as important as our work itself the better we understand the context of usage the better we can facilitate it's usage. Any value we can add to the current context, it's a victory on the path for great experiences.
- HUMAN centered Assuming the user at the center, think about limitations, prior knowledge, past experiences, work with/around emotions We are emotional beings, emotions and sense lead to permanent memories => foundation of great experiences Ex: lost keys, accident, supermarket, phone call
- SECURE Do you remember any good experience which involved you felt insecure? The more we trust, the better Ex: Hövding (The invisible Helmet)
- Incomplete There will always be broken steps in any experience reality is random we're all different Stop aiming to be God and accept that there will be flaws, work around them and remember that some processes will never be able to be made simpler. Vision - Reality GAP Don’t over engineer! Fine line between Total Experience Design and DICTATORSHIP EXPERIENCE
- SHARABLE An experience is to be shared, to be talked about, so make sure that the experience you're designing today delivers a great story. The better the story the more memorable it will be. Examples: Apple, Tabasco (?)
- One extra *FREE* law SURPRISE (WITH EXTRA VALUE) if an experience carries a value with it, if it adds value the better, wether economical or not, it doesn't matter, value is relative, but it implies usage and the more usable the better. Examples: StampCups, Little Joseph
- Thank you so much for listening **Obrigado**