Customer Experience Design Talk Idris Mootee

1

Customer Experience Design

Idris Mootee
www.mootee.typepad.com

First Presentation 2003 Updated 2007 2003 2007 Idris Mootee www.mootee.typepad.com

2

What is customer experience?

Social connections
User Experience

Interactions
Usability

Customer Experience

Customer Experience
Customer Service

Customer Relationships
Design

Advertising

2003 2007 Idris Mootee www.mootee.typepad.com

3

New Paradigm in Marketing Management

Product-Driven Customer Experience-Driven

Customer
Customer
Value
Value

Customer Relationships
Management

Interactions Design


4

How is it different from services?

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

Joseph Pine & James Gilmore The Experience Economy


5

Product Design as Customer Experience

IT adopted it … The next stages
In the 90's in a limited way are service design...
Design started
to become a
mega trend

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

Business Actors

.. and
experience
design.
MIT
Jonathan
Design agencies John
Medialab
Ive @ Apple Naisbitt

Source: Adapted from Gartner Research


6

The Crossover of Business, Design and Technology

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

• Internal specialist unit of IT hybrid
innovators
•Design && Architecture
•Design Architecture
• Work directly with vendor labs
should be part of your your
• 50 % of projects 'impossible' skills mix part of your your
should be
skills mix
• Budget 'not so much an issue'
• • Apply to service
Apply to service
• Projects aim to create magic not just product development
not just product development
• Purpose - to support the brand
• • Learn by experiment
Learn by experiment
experience be prepared to accept failures
be prepared to accept failures
• • Seek the 'wow' factor
Seek the 'wow' factor
and learn to value it
Technology enablers and learn to value it
Wireless • • Be multi-disciplinary value
Be multi-disciplinary value
Processor Processor Graphics Displays devices idea exchange, suppress
idea exchange, suppress
narrow minded derogatory
cultures minded derogatory
narrow
$ cultures
p q
p n
Source: Adapted from Gartner Research


7

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.


8

Customer Experience is a Strategy to Shift Demand Curves

Shifting the demand curve by
customer experience design
p

Price Demand for branded products
with compelling customer
experiences

Demand for branded product
s
Demand for unbranded product

Quantity (share)


9

What is Customer Experience?

Mass Advertising
Marketing
Direct Marketing / BTL
Communications

Direct Face-to-Face (Pre and Post
Human
Sales)
Interactions
Through Other Communication
Design
Channels (Pre and Post Sales)
Brand
Product Experience
Product
Product Identity
Design
Product Image

Web-based Interactions (remote)
Technology-
enabled POS Interactions (in-store)
Interactions
Mobile-based Interactions
Design
Communities enabled by networks


10


Core Product
or Service

Customer
Brand
Interactions
Marketing


11


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.


12


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.


13

Why Customer Experience?

……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.


14

Questions To Ask

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?


15


Prada


16


LG


17


Addidas


18


Southwest


19


Circuit City


20


Apple


21


Facebook


22


Win a Cow Shop - Tokyo


23


Nintendo


24


Yahoo
·


25


Harley Davison


26


Starbucks


27


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


28


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


29


“Design is treated like a religion at BMW.”
Fortune Magazine


30


“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


31


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

60
Idris Mootee, 60 Minute Brand Strategist


32

What is Customer Experience ?

It’s about interactions!


33

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?


34


core design principles


35

Customer Experience Principles

co-creation of value
Customer 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.


36


consistency
The 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.


37


observation
This 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.)


38


expectation effect
This 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.


39


exposure effect
When 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.


40


Hick’s law
It 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.


41


hierarchy of needs
This principle specifies that a customer
experience feature must serve the low-level
needs, before the high-level needs can begin
to addressed.


42


immersion
This 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 )


43


customer life cycle
All customer experiences progress
through stages of existence and
understanding the implications of each
allow us to understand customer
unmet needs.


44


products as nodes
This 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.


45


mapping
This is about relationship about
controls and their movements or
effects. It is about increasing the ease
of use. Good mapping is primarily a HOME
function of similarity of design, behavior
and meaning


46


Ockham’s razor
Given a choice between
functionality equivalent designs,
the simplest is always preferred.
The idea is unnecessary
elements decrease efficiency and
increase probability of
unanticipated consequences.


47


storytelling
This 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.


48


progressive disclosure
An 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.


49


Von Restorff effect
This is about increased likelihood
of remembering unique or
distinctive events . Different in
experience occur when something
is noticeably different from past
experience.


50

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.


51

Danke
Gracias
Merci
Thank you
Grazie www.mootee.typepad.com


Customer Experience Design Talk Idris Mootee

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