Differentiated experiencesJONATHAN LOVATT-YOUNG

#UCD14

7 steps to creating

A supermarket story…

I believe most experience principlesare a complete waste of time

7 things 30 mins Get in front of the CEO

1\\ What experience principles really are

SIMPLE

ENJOYABLE

REVEALING

Experience that actively set Preference Emotion Loyalty How are you designing that into your products?

Action: align your Bricks Clicks PeopleCreate a continuous customer journey Otherwise you’ll feel like 3 brands…

Are you on-brand? It’s not about the logo…

Innovation launchpad Evaluation Research

1. Have you been on a full service shadow?

Schedule it 2. What are your experience principles?

Write them down 3.How are they woven into the business?

Find the operating model

2\\ How to find and usebrand values

Find the brand managerand seek the strategy

Validate the strategy with senior managementBusiness vision, mission and programmesDoes what you have = their mind/reality?

Extract the bit that matters The values

Typically 3-5 things Genuine and unique Explained how they’re used

1. Who is the brand manager?

Find them 2. Do you know the values history?

Schedule a briefing 3.Are moments of truth documented?

See the evidencing

3\\ Writing how they manifest in digital touch points

Marketing and advertising agencies will have examples how the values work

Stores Contact centres TV and press

DON’T FORGET

Internal behaviour

Ensure you have a good split of

+

Rational Emotional

A blend of existing behaviours and new ideas

Brainstorm how the brand value could be experienced through digital

1. Tag values - rational and emotional

Workshop it out 2. Find other channel experiences

Service safari to catalogue 3. How they could work digitally

Differentiating

4\\ Knowing how they change for personas

Who are you designing for?

Personas Segments Pen portraitsNot all organisations have detailed personas… some even have none. Shock!

Simplicity for mobile telco Same value… different outcome

Mapping needs and goals

How does the principle apply to them? What are the differences? What patterns are required?

Card sort research Test your patterns Reverse engineer your values

1. User needs and goals

Summarise them 2. How can the values be used?

Apply values and test 3.Stress test

Challenge the value

5\\ Creating workshops for executives

You will need a plan Focus on outcomes

Key dates Time required – short Why they are needed

The rationale for giving up precious time

+

CX Revenue

Customer Experience Index demystifies why do this

Three charts that matter from Forrester

CXI: big opportunity for excellent

Excellent

Good

ok

Poor

Very poor

0 10 20 30 40

10%

23%

31%

34%

3%

Source Forrester North American cx study Q4 2011

-0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8

0.65

-0.41

0.71Willingness to consider

the company for another purchase

Likelihood to switch business to a competitor

Likelihood to recommend to a friend or colleague

High HighModerateModerate LowLow

Correlation between CXI and loyalty

-50

-37.5

-25

-12.5

0

12.5

25

37.5

cxi leaders s&p 500 index cxi laggards

-46.3-1.3

22.5

5 year stock performance of customer experience index leaders vs laggards s&p 500 2007-2012

Source Watermark consulting

Sessions you will needValidation of the strategy, principles debate and differentiators

Wk3

Fact finding and evidencing valuesWk1/2

Final proposal experience mapWk4Touchpoint design evidenced through researchWk7

1. Know the leadership team

Find out about them 2. Ask client lead to get time with them

Schedule 3 x 2 hours 3.Keep them updated on progress

It’s their baby after all

6\\ Documenting for sharing

A word a warning

Big decks with lots of words get ignored Pure UX focus will strangle its usefulness

You will have probably amassed a large amount of documentation

It should feel like

There is a natural flow from the business strategy to the customers

Just tell the story

Completing the model

Business strategy

Delivery programmes

Rational and emotional values

Evidenced in channels

How to use in digital

Customer benefit

And a playback book for everyone No onion required

What is itHow to use itExamples from other brands

1. Start with tiled paper from Illustrator

And prezi reveals it 2. Make it big

Pin it up and leave it 3.Evidence how it comes to life

A simple show and tell

7\\ Using your principles for innovation

Your thinking can be used across the business for new ideas:

All employees Product managers Requirements

Keep on the lookout for delightful customer experiences

Sharing stories

Experience belongs to everyone

Objectives 3+1

A catalyst for what if…

Can we be more different? Extending propositions A rich picture

And finally during product development

Filtering by theme Deepening habit loop Measuring emotion

1. Work with HR and Internal Comms

Get them to run with it 2. Keep a collection

Pinterest/Del/Evernote 3.Perpetual beta

Iterate and develop

7 things you should now know

What experience principles really are How to find and use brand values Writing how they manifest in digital touch points Knowing how they change for personas Creating workshops for executives Documenting for sharing Using for future idea generation

@naughtynorth Head of Service and Experience Design Tribal Worldwide | London

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Thanks Enjoy all the upcoming great talks