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
Customer Experience Design
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2003 2007 Idris Mootee www.mootee.typepad.com
What is customer experience?
Usability
User Experience
Customer Experience
Customer RelationshipsDesign
Customer Experience
Interactions
Advertising
Customer Service
Social connections
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2003 2007 Idris Mootee www.mootee.typepad.com
New Paradigm in Marketing Management
Customer Value
Customer Relationships Management
Customer Value
Interactions Design
Product-Driven Customer Experience-Driven
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2003 2007 Idris Mootee www.mootee.typepad.com
“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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2003 2007 Idris Mootee www.mootee.typepad.com
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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2003 2007 Idris Mootee www.mootee.typepad.com
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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2003 2007 Idris Mootee www.mootee.typepad.com
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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2003 2007 Idris Mootee www.mootee.typepad.com
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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2003 2007 Idris Mootee www.mootee.typepad.com
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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2003 2007 Idris Mootee www.mootee.typepad.com
Core Product or Service
Brand Marketing
Customer Interactions
What is Customer Experience?
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2003 2007 Idris Mootee www.mootee.typepad.com
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.
What is Customer Experience?
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2003 2007 Idris Mootee www.mootee.typepad.com
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.
What is Customer Experience?
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2003 2007 Idris Mootee www.mootee.typepad.com
……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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2003 2007 Idris Mootee www.mootee.typepad.com
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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2003 2007 Idris Mootee www.mootee.typepad.com
What is Customer Experience?
Prada
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2003 2007 Idris Mootee www.mootee.typepad.com
What is Customer Experience?
LG
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2003 2007 Idris Mootee www.mootee.typepad.com
What is Customer Experience?
Addidas
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2003 2007 Idris Mootee www.mootee.typepad.com
What is Customer Experience?
Southwest
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2003 2007 Idris Mootee www.mootee.typepad.com
What is Customer Experience?
Circuit City
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2003 2007 Idris Mootee www.mootee.typepad.com
What is Customer Experience?
Apple
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2003 2007 Idris Mootee www.mootee.typepad.com
What is Customer Experience?
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What is Customer Experience?
Win a Cow Shop - Tokyo
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What is Customer Experience?
Nintendo
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·
What is Customer Experience?
Yahoo
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2003 2007 Idris Mootee www.mootee.typepad.com
What is Customer Experience?
Harley Davison
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What is Customer Experience?
Starbucks
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2003 2007 Idris Mootee www.mootee.typepad.com
Design Transforms even the [Biggest] Corporations! TARGET … “the champion of America’s new design democracy”(Time)
Why Customer Experience?
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2003 2007 Idris Mootee www.mootee.typepad.com
Marketing becomes the ultimate social practice of postmodern consumer culture, it now plays an important role in giving meaning to life through consumption.
Why Customer Experience?
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2003 2007 Idris Mootee www.mootee.typepad.com
“Design is treated like a religion at BMW.”
Why Customer Experience?
Fortune Magazine
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2003 2007 Idris Mootee www.mootee.typepad.com
“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
Why Customer Experience?
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2003 2007 Idris Mootee www.mootee.typepad.com
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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Why Customer Experience?
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2003 2007 Idris Mootee www.mootee.typepad.com
What is Customer Experience ?
It’s about interactions!
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2003 2007 Idris Mootee www.mootee.typepad.com
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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2003 2007 Idris Mootee www.mootee.typepad.com
Customer Experience Design
core design principles
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2003 2007 Idris Mootee www.mootee.typepad.com
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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2003 2007 Idris Mootee www.mootee.typepad.com
Customer Experience Principles
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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2003 2007 Idris Mootee www.mootee.typepad.com
Customer Experience Principles
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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2003 2007 Idris Mootee www.mootee.typepad.com
Customer Experience Principles
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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2003 2007 Idris Mootee www.mootee.typepad.com
Customer Experience Principles
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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2003 2007 Idris Mootee www.mootee.typepad.com
Customer Experience Principles
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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2003 2007 Idris Mootee www.mootee.typepad.com
Customer Experience Principles
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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2003 2007 Idris Mootee www.mootee.typepad.com
Customer Experience Principles
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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2003 2007 Idris Mootee www.mootee.typepad.com
Customer Experience Principles
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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2003 2007 Idris Mootee www.mootee.typepad.com
Customer Experience Principles
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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2003 2007 Idris Mootee www.mootee.typepad.com
Customer Experience Principles
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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2003 2007 Idris Mootee www.mootee.typepad.com
Customer Experience Principles
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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2003 2007 Idris Mootee www.mootee.typepad.com
Customer Experience Principles
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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2003 2007 Idris Mootee www.mootee.typepad.com
Customer Experience Principles
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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2003 2007 Idris Mootee www.mootee.typepad.com
Customer Experience Principles
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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2003 2007 Idris Mootee www.mootee.typepad.com
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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2003 2007 Idris Mootee www.mootee.typepad.com
DankeGraciasMerciThank youGrazie www.mootee.typepad.com