Digital summit denver creating customer experience design

Creating Customer Experience Design

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Cody Landefeld Managing Director at Mode Effect

!12+ YEARS IN DESIGN/WEB

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User Experience is not just for design. It’s for customers.

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5 Benchmarks for effective Customer Experience Design

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1. Consistency User-friendly interfaces with style and appearance. Define a set of standards for product and service “consistency.”

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Challenges • Responsive / Adaptive Design (Defining the

right approach depending on data/content)

• Following aesthetic trends (flat design marks challenges on conversion elements)

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2. Observation Frame the experience design in context with of your customers’ actual goals. Asking what they want isn’t always helpful.

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Challenges • Scope is too small for actual/effective

testing.

• Client is unwilling to trust us to provide the right approach.

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3. Storytelling Create better imageries, emotions, and understanding through sharing of stories with your customer communities.

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Challenges • Relating user experience guidance with

stories.

• Content. NEED more content!

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3. Expectation Effect Expectations affect perceptions and behavior. Expectation management should be a key component of the design process.

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Challenges • Developing clearer goals for users.

• Spending more time to create more guided paths in the User Experience process.

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4. Exposure Effect Find the best stimuli to repeatedly present. The strongest types of stimuli to consider are photos and meaningful phrases.

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Challenges • Defining the scope and content your

customer needs.

• AGAIN! Content. NEED more content!

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5. Hick’s Law The time required for a customer to make a decision is a direct function of the number of available choices.

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What did we learn?1. 5 Benchmarks for Customer Experience

Design. 2. Challenges we face when working with

clients. 3. User Experience is essential to

conversion. !

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What are we missing?

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A few resources…

• Why User Experience Cannot Be Designed

• Empathy Requires Experience

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Thanks. !

Visit modeeffect.com for articles and good UX stuff.

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