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Customer Experience Design is not an option: towards purposeful CXD October 15 th , 2015 Mathieu Dhondt

DF2015: A case for Customer Experience Design

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Page 1: DF2015: A case for Customer Experience Design

Customer Experience Design is not an option:

towards purposeful CXD

October 15th, 2015 Mathieu Dhondt

Page 2: DF2015: A case for Customer Experience Design

Whether you want it or not,

people get experiences

Page 3: DF2015: A case for Customer Experience Design

Pricing strategies

Cost based pricing

Cost

Target margin

Page 4: DF2015: A case for Customer Experience Design

Pricing strategies

Market based pricing

Cost based pricing

Cost

Target margin

“Best alternative”

Page 5: DF2015: A case for Customer Experience Design

Pricing strategiesValue based pricing

Market based pricing

Cost based pricing

Cost

Target margin

“Best alternative”

Value perceived by the customer

Page 6: DF2015: A case for Customer Experience Design

What is it about experiences that can help us in creating a CXD discipline?

Understanding experiences

Page 7: DF2015: A case for Customer Experience Design

Remember the restaurant

you had dinner at a month ago?

Page 8: DF2015: A case for Customer Experience Design

Services and most goods are consumed and forgotten when the experiences they have engendered will still be there.

Experiences are sticky

Page 9: DF2015: A case for Customer Experience Design

Experiences are shared

Page 10: DF2015: A case for Customer Experience Design
Page 11: DF2015: A case for Customer Experience Design

Even for businesses serving once-in-a-lifetime customers (like the tourist trap), the experience they offer have major impact on revenue

Experiences are shared

Page 12: DF2015: A case for Customer Experience Design

Experiences are in our minds

Page 13: DF2015: A case for Customer Experience Design

We can only design for an experience (derived from impressions)

Experiences are in our minds

Page 14: DF2015: A case for Customer Experience Design

Impressions are at the heart

of the experience

Page 15: DF2015: A case for Customer Experience Design
Page 16: DF2015: A case for Customer Experience Design
Page 17: DF2015: A case for Customer Experience Design
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Page 19: DF2015: A case for Customer Experience Design
Page 20: DF2015: A case for Customer Experience Design

Clue Clue Clue ClueClue Clue ClueClue

Page 21: DF2015: A case for Customer Experience Design

Experiences

Clue Clue Clue ClueClue Clue ClueClue

Page 22: DF2015: A case for Customer Experience Design

Experiences

Clue Clue Clue ClueClue Clue ClueClue

Stories

Legends

Page 23: DF2015: A case for Customer Experience Design

Together, clues form motifs

Page 24: DF2015: A case for Customer Experience Design

As a customer, we infer the motifs from the cluesAs a CXDesigner, we embody motifs into clues

Page 25: DF2015: A case for Customer Experience Design

“Traditional French simplicity”“Time slows”“Conversation”“Honest ingredients”“My new café”

Motifs infered by customers

Page 26: DF2015: A case for Customer Experience Design

“Traditional French simplicity”“Time slows”“Conversation”“Honest ingredients”“My new café”

Motifs infered by customers

Page 27: DF2015: A case for Customer Experience Design

“We do our part, you do yours”

Page 28: DF2015: A case for Customer Experience Design

“We do our part, you do yours”

Page 29: DF2015: A case for Customer Experience Design

Experiences

Stories

Legends

Customer Experience Design

Clue

MotifMotif

Clue Clue ClueClue Clue ClueClue

MotifMotif

Page 30: DF2015: A case for Customer Experience Design

Experiences

How does this control our behaviour?

What are we about?

Brand personality

Brand

Stories

Legends

Customer Experience Design

Clue

MotifMotif

Clue Clue ClueClue Clue ClueClue

MotifMotif

Page 31: DF2015: A case for Customer Experience Design

Experiences

How does this control our behaviour?

What are we about?

Brand personality

Brand

Stories

Legends

Customer journey maps

Customer Experience Design

ClueTouchpoint inventory

MotifMotif

Clue Clue ClueClue Clue ClueClue

MotifMotif

Page 32: DF2015: A case for Customer Experience Design
Page 33: DF2015: A case for Customer Experience Design
Page 34: DF2015: A case for Customer Experience Design

Start with purposeful CXD by

weeding out the frustrations

Page 35: DF2015: A case for Customer Experience Design

Experiences

How does this control our behaviour?

What are we about?

Brand personality

Brand

Stories

Legends

Customer journey maps

Customer Experience Design

ClueTouchpoint inventory

MotifMotif

Clue Clue ClueClue Clue ClueClue

MotifMotif

Page 36: DF2015: A case for Customer Experience Design

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