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La experiencia de usuario desde la mirada de Method, por Patrick Newbery
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Experience Design What it is. Why you should care.
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Let’s start with experience and design.
Experience
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We are always taking in data.
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SightWe see.
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We hear.
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TasteWe taste.
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We smell.
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We feel.
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We measure time.
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We measure space.
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We know when our bodies are in motion.
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We know when they are at rest.
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We cannot not experience.
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We take it all in, non-stop.
All day. Everyday.
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We aren’t even aware of all the information we take in ...
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nor conscious of what we do with it all. !
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We are aware of our emotions.
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Emotions influence how experiences form memory.
And memory is intrinsic to how we think.
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Everyday, we wake up with a sense of self; an identity maintained by our memory of who we are and what matters to us.
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And all of this is based on what has happened to us before.
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Who we are is shaped by what happens to us over time.
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What happens !
Time
Experience =
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Design
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Design is a verb and a noun.
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Imagine: To form a mental picture or image of
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Design is a method of imagining what could be, with enough detail to bring it to life.
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The balance of requirements, opportunities, and constraints determines the utility, quality, and desirability of the final product.
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Design is a reflection of the cultures that produce it.
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Design can be timeless.
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Design can be rooted in the present.
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Design can signify change.
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Design helps form = function.
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Function =Utility, emotions, ideals,things that have meaning for humans.
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Meaning helps us determine value.
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Design is a method of translating ideas into value for others.
Let’s talk about experience design.
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Think about this:
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Everything around you right nowwas designed by someone. Everything.
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People were paid to translate ideas into real value so someone else could sell them.
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How well these translations meet your needs is based on your experience and expectations ...
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... not just the opinion of the designers, or the people that hired them.
For any customer of any business…
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ValueOffered
Expectations & Needs
Time
Experience =—
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Products Services Solutions
Customer’s context & interactions
Time
Experience =—
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Why is this important?
Experience = What happens
Time
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Is the glass half-full or half-empty?
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half-full half-empty
What happens over time affects how we interpret the present.
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What happens
Time
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—Value
+ Value
What happens
Time
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—Value
+ Value
What happens
Time
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Apathy—Value
Engagement+ Value
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This means that you need more than just a killer product. Remember...
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Design decisions for any product or service need to be considered in context of the overall experience the customer has with the business.
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Experience design is the perspective that any and all design is part of a larger system of experiences.
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Experience design sees the end-goal for these systems of experience being ongoing engagement.
Products Services Solutions
Customer’s context & interactions
Time
Experience =—
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Well-crafted, based on understanding
of customer contex
t
Solutions—
Brand as a
driver of
differentiated
value
Customer Journey designed to keep people engaged, even post-purchaseCustomer Journey designed to keep
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Why?
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Cost of acquiring new customer
Cost of retaining existing customer
>
We are always taking in data.
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If you are a business and don’t understand this, experience design will eat your lunch.
3 Concepts
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1 2 3
1. Brand.
Brand is more than identity. It’s what you do, not just what you say.
Confidential 2014
Clarify purpose and intent.What do you stand for?
Why should customers believe in you?
Why should they care?
How will you maintain relevance in a changing world?
How your business equipped to deliver this (hint: it’s not through brand guidelines)?
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2. Customer Experience
Customer Experience=the net effect of everything you do…but from their context, not yours.
21Awareness Consideration
76Discontinue Recycle/Renew
A customer becomes aware of a particular business, Brand, or product/service; he/she begins to realize that he/she has a need.
The process of formalizing needs and weighing alternatives. This includes acting on needs but can also include the decision not to do anything.
The end of product or service use, because of obsolescence, business failure, lack of interest or perceived value by customer, or changes in his/hercircumstances.
The process of disposing of a product and the re-engaging with a service, perhaps through a new product.
The decision to buy a product or service: the final stage of the customer acting on his/her needs; usually covers the transaction process up until first use.
This is the customer’s first unaided use of the product or service (sometimes called the out-of-box experience), where his/her expectations meet reality.
Regular ongoing use and:
Emergence of new needs (through discovering features or finding gaps in value provided) and formalization of these needs into actions
Problems that prevent realization of expected value (either through defects or lack of knowledge on how to use the product or service)
Sharing his/her experiences with other people through actions or words (either directly or indirectly).
3Purchase
4First Use
5Ongoing Use
Customer Perspective
EngagementExperience
Needs
Rational Thought Process
Emotional Thought Process
Influences
Intended Actions
Business Perspective
Partners/Channels
IT Systems of Engagement
Marketing/Sales
Support/CRM
Finance/Operations
Touch points
Customer-Controlled
3rd Party-Controlled
Channel-Controlled
Business-Controlled
Customer Goals
Business Goals
Figure 7.5A Prototypical Customer Journey Framework
Idealized Customer Journey
21Awareness Consideration
76Discontinue Recycle/Renew
A customer becomes aware of a particular business, Brand, or product/service; he/she begins to realize that he/she has a need.
The process of formalizing needs and weighing alternatives. This includes acting on needs but can also include the decision not to do anything.
The end of product or service use, because of obsolescence, business failure, lack of interest or perceived value by customer, or changes in his/hercircumstances.
The process of disposing of a product and the re engaging with a service, perhaps through a new product.
The decision to buy a product or service: the final stage of the customer acting on his/her needs; usually covers the transaction process up until first use.
This is the customerí s first unaided use of the product or service (sometimes called the out of box experience), where his/her expectations meet reality.
Regular ongoing use and:
Emergence of new needs (through discovering features or finding gaps in value provided) and formalization of these needs into actions
Problems that prevent realization of expected value (either through defects or lack of knowledge on how to use the product or service)
Sharing his/her experiences with other people through actions or words (either directly or indirectly).
3Purchase
4First Use
5Ongoing Use
Customer Perspective
EngagementExperience
Needs
Rational Thought Process
Emotional Thought Process
Influences
Intended Actions
Business Perspective
Partners/Channels
IT Systems of Engagement
Marketing/Sales
Support/CRM
Finance/Operations
Touch points
Customer Controlled
3rd Party Controlled
Channel Controlled
Business Controlled
Customer Goals
Business Goals
Figure 7.5A Prototypical Customer Journey Framework
Idealized Customer Journey
Business Focus
Customer Focus
Confidential 2014
Align the customer journey.Where are the important interactions where customer gives you permission to serve them?
How is your brand really different, day-to-day, across all interactions?
How do you deliver coherency and quality across channels, products, and services, throughout the relationship with a customer?
How do you measure customer engagement? What do you do with the data?
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3. Products and services
The true evaluation of value: how your products and services work in the day-to-day lives of your customers.
Confidential 2014
Create experiences that deliver value.How is purpose and intent of the brand made real in your product and service strategy?
What real needs do your products and services address? How effectively?
Where are the value-gaps for customers and how can you help close them?
!
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Remember:
Design decisions for any product or service need to be considered in context of the overall experience the customer has with the business.
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Experience design is the perspective that any and all design is part of a larger system of experiences.
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Experience design sees the end-goal for these systems of experience being ongoing engagement.
1 2 3
Businesses thrive when they can engage customers. And, while many companies understand that design is a powerful tool for engagement, they do not have the vocabulary, tools, and processes that are required to enable design to make a difference. Experience Design bridges the gap between business and design, explaining how the quality of customer experience is the key to unlocking greater engagement and higher customer lifetime value. The book teaches businesses how to think about design as a process, and how this process can be used to create a better quality of experience across the entire customer journey. !Experience Design also serves as a reference tool for both designers and business leaders to help teams collaborate more effectively and to help keep focus on the quality of the experiences that are put in front of customers. !!!!!!!Available in paperback and digital format at: !www.amazon.com www.barnesandnoble.com
| Method Confidential 2014
About Method
MethodWe solve business challenges through experience design. We help businesses engage with their customers in innovative and distinctive ways.
Confidential 2014
New York 151 Lafayette Street Floor 5 New York, NY 10013
+1.212.981.9499
London The Tea Building, Studio 7.01 56 Shoreditch High Street London, E1 6JJ
+44.20.3051.7935
www.method.com [email protected]
San Francisco 585 Howard Street Ground Floor San Francisco, CA 94105
+1.415.901.6300
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