insightful

QUOTES ON
DESIGNING A
BETTER
CUSTOMER
EXPERIENCE
Noneofus isassmartasall ofus.
Keepingyourideas to yourselfis
detrimental. Diversityofpeople
equalsdiversity of ideas.
DeniseJacobs
 Creativity...thrives ondiversity,
tension,sharingandcollaboration.
Stefan Klocek, Better Together
 1.Createtogether

A client-agency relationship There is no such thing as Invest in discovery workshops

is symbiotic. Work alongside
your appointed agency so that
they play a vital role in your
vision and help you achieve
your company or organisational
objectives and KPIs.
a stupid idea! Discuss all and stakeholder meetings
possibilities to achieve the with your suppliers and staff
best outcome. so that all parties learn about
your culture, listen to ideas and
collaborate as one team.
Products arepeople.
Ash Donaldson
 Google Self-Driving Car Project
https://www.google.com/selfdrivingcar/where/
 2.Designforemotionalengagement
Improve your website content
by instilling an engaging tone
of voice. Avoid writing long, dry
content full of technical jargons.
Make digital interactions
fun by introducing subtle
animations or transitions that
fit the brands personality.
Rewrite robotic system
messages and help instructions
to be clear, precise, friendly and
perhaps even with a dose of
appropriate humour.
Design forcontext not devices.
Derek Featherstone
 3. Designforcontext
(time, location, proximity, device, state of mind, capabilities, activity &interests)

Display a phone number Reprioritise information about Present different help

during office hours, and a
contact form after hours.
an event, such as logistics,
schedule and photos based on
whether it is leading up to the
event (logistics), during the
event (schedule) or after the
event (photos).
information about getting to
one place, from car rentals to
walking instructions, depending
on how far the user is located
away from the destination.
A formcan belong ifitmatches
participantexpectations.
Louise Bassett & Jessica Enders
 4. Research userexpectations

Investigate whether the Implement the WCAG Empower research

type of language used in a
form matches user needs,
whether form length matches
expectations and whether the
form is understandable to all
target audiences.
guide for accessibility to participants to feel valued
make sure all users can and important to the user
complete a form regardless research process to drive
of any disability. accurate results.
Innovate likea UX researcher.
DanSzuc
 Just because something has been
done the same way for 10 years
doesnt mean its the best way to do it.
Constantly challenge the status quote
in every part of your current customer
experience to find new possibilities.
Get to know a diverse range of your
customers, not just your pre-determined
Questioning Networking target market, to gain radically different
perspectives from individuals in order to
find new opportunities to innovate.

Observe your customer

behaviour and detect small 5 traits of a Constantly try out new
experiences, take things apart

details in the activities of
your customers, suppliers and
partners that suggest new
ways of doing things.
successful
and test new ideas. Failing fast
Observing Experimenting and failing often will result in
faster innovation and the ability
innovator to find a better solution quicker.

Associational
Thinking

Triggered by questioning, observing, networking and experimenting, you can draw

connections between questions, problems or ideas from unrelated fields, which form
the catalyst for creativity. Draw conclusions from connecting customer problems with
insights, and as a result, create new customer experience design solutions.
Dont be afraidtoask people
whattheyaredoing.
ChrisOBrien
 6. Consultdirectly withcustomers

Conduct in-depth interviews Spend time observing your Analyse and implement the
with customers to find out customers in the real world. findings, ensuring you build
where their pain points lie. brand rapport with your
customers.
 Design for MAGIC.
Makemagic moments.
Laura Naylor,Cliff Curry & WillBates
Start with a Make the Keep your Be inventive
classic story product the shoot in but keep it
arc hero mind simple
 7. Harnessstorytelling techniques

Communicate the who, Communicate your vision Use emotionally engaging

what, where, when and most
importantly WHY of your
brand using the important
methods of storytelling and
meaningful UX design.
to your audience using icons, images, video and
powerful triggers. animation to communicate
with your audience.
Answerhuman needs ina
brand-proprietaryway.
Andrew Wight
 8. Aligntheexperiencetoyourbrand

Articulate your brand story
via identifying your brand
archetype and purpose.
Define your brands role in Translate the story into
your customers story, where customer touchpoints.
your customer is the hero,
you are the mentor and your
product or service is the gift.
Brand Archetpyes - http://www.inspectorinsight.com/emotion/making-your-brand-emotional-human-goals-and-buyer-behaviour/
 Making sureyoure measuring
theright metrics is important.
Andrea Browne & Gillian Vogl
 9.Define yourgoalsandmetrics

Understand the goals of Help your company or Implement solutions based

your organisation prior to organisation understand and on meaningful findings and
the development of an app set up reasonable metrics, then measure the outcomes.
or website. understanding context and
environment of line of enquiry.
 Buildingtrust with
your customersleads

WesleyRodricks& YuanWang

https://thankyou.co
 10.Build trustwithpersuasivedesign
Triggers
What is an effective cue for
your customers to take action
without being annoying?
Increasing the frequency
of this cue may increase
a desired behaviour if its
relevant to their needs.
Simplicity Motivation
Is it easy for your customers What is motivating your
to take the desired action? customers? What pain points
Are they limited by time, are you solving for them? It
money or effort? Making this is often easy for businesses
simple for them may induce to assume their customers
more actions. motivations without truly
understanding their problems,
hopes and fears.
Rewards
How are you rewarding your
customers after theyve taken
the desired action? Is the
reward worth the effort and
will they do it again? Building
the right rewards will set the
scene for repeat customers.
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