Fifth Quadrant Customer Experience Design Brochure

8/19/2019 Fifth Quadrant Customer Experience Design Brochure

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CUSTOMER EXPERIENCE DESIGN



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CU STOMER EXPERI EN CE DESIGN CUST OMER EXPERI ENCE DESIGN

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Customer Experience Design ulises the following techniques:

Co-creaon - is an important methodology in delivering outstanding and

dierenated Customer Experiences. Co-creaon helps organisaons to see

the experiences that customers really want by collaborang with customers

to design products and services thus avoiding investment in experiences that

the organisaon only thinks that customers want.

Future scenario planning - is used to design experiences where future

change drivers will play an important role in shaping the environment and

the future needs of customers. Scenarios may be developed following an

assessment that covers Social, Polical, Economic, Cultural, Technological,

Aesthec, Customer, Legal, Environmental and Sectoral factors.

Design thinking - is a human-centred, prototype-driven process for

innovaon that can be applied to product, service, and business process

design. It incorporates the key stages of empathise, dene, ideate, prototype

and test.

Customer research - The foundaons of all good Customer Experience

Design programmes are underpinned with customer research and deep

customer insights. Customer research may include qualitave, quantave,

ethnographic and other research methods.

Customer experience design is a methodology that combines design

techniques, research and systems thinking, enabling customer insights

to be translated into innovave and dierenated products, services and

business models. It idenes customer pain points and opportunies to

solve customer problems. It may provide soluons for xing your current

customer experience or it may be used to design a new and dierenated

experience for the future.

Customer Experience Design is about creang valuable and memorable

experiences for your customers. By using Customer Experience Design

techniques you are assured that the experience is driven by deep customer

insights and that it will address your customers’ arculated and unarculated

needs. Customer Experience Design is the process of unlocking the value for

your customers.

Customer Experience Design may be used to improve the experience for

customers, stakeholders, intermediaries, vendors, partners and employees.

Most commonly it is used to design experiences for customers. The

experience may be organisaon wide or focus on a parcular channel,

product or touch point where the person interacts with the organisaon.


CUSTOMER EXPERIENCE DESIGN METHODOLOGIES USED

CUSTOMER EXPERIENCE

DESIGN

CUSTOMER EXPERIENCE

RESEARCH

CUSTOMER EXPERIENCE

STRATEGY

FIFTH QUADRANT

Established in 1998, Fih Quadrant

is a Management Consultancy and

Analyst Organisaon specialising in:

When approaching a Customer Experience Design project Fih Quadrant

develops a tailored approach to t the challenges and goals faced by our clients.

Fih Quadrant’s consultants combine their skills in human centred design,

research, data analycs, technical experse, business strategy, future thinking

and operaonal knowledge to design experiences that can be operaonalised

and are measurable for the value they provide to both customers and the

organisaon.

FIFTH QUADRANT’S APPROACH TO CUSTOMER EXERIENCE DESIGN


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Fih Quadrant uses both quantave and qualitave research and

evidence in the design of customer experiences.

Ethnography is a form of qualitave research oen used by anthropologists

and sociologists. It explores the point of view of the customer within the

context of their environment.

Research acvies may involve parcipant observaon, eld notes and

interviews.

Contextual inquiries allow the researcher to observe customers within the

context of their natural environment. By observing the customer complete

certain tasks the researcher may gain a detailed understanding of the steps

a customer takes, the arfacts they generate or use to complete the task

and other interacons that may take place in the course of their acvity that

are not with the organisaon but relevant to the customer’s goals. Open

ended quesons in the form of a discussion reveal deeper and broader

insights. Contextual inquiries allow researchers to record the customer’s

tacit knowledge, which is not likely to be captured through more tradional

research methods. These deeper insights unlock a greater range of

opportunies for an organisaon to meet their customers’ needs.

Customer storytelling (CustomerStories©) gives the customer freedom to

narrate an experience in their own words and as “they saw it”. Narrave

and Story Telling methodologies are employed. This innovave approach

provides a deeper understanding of the customer’s experience, withoutthe organisaon imposing their story on the customer, providing unbiased

customer guidance for future state customer experience. By capturing these

stories, organisaons can discover breakthrough insights.

Cultural probes is a user research methodology that involves parcipants

collecng the data by themselves, on their own. The reporng tasks set for

parcipants are designed to be engaging and elicit inspiraonal responses.

For example, scrapbooks, glue and digital photos can be used to help

parcipants to express themselves. Customer journals are also anotherreporng task used in cultural probes.

Customer journals are completed by research parcipants over what is

typically a long period of me. They are oen structured diaries prompng

the parcipant for certain informaon around their interacons with an

organisaon or based on a parcular scenario. By collecng data over

a period of me, the same parcipants may be tracked and dierences

observed in their needs, expectaons and emoons over the me period.

The informaon collected in the Customer Journals may be used to prompt

further quesons by the researcher to gain a deeper understanding of the

customer’s experience throughout their journey.

Big data insights - Big data is dened as idenfying, ingesng and

deciphering relevant customer informaon by contextualising large datasets

of varying types and from dierent sources. Big data insights reveal new

and relevant customer informaon beyond just their interacons with

an organisaon which can be used to inform the future state customer

experience.

RESEARCH TECHNIQUES USED RESEARCH TECHNIQUES USED


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CUSTOMER EXPERIENCE DESIGN TOOL USED

OUTPUTS OF CUSTOMER EXPERIENCE DESIGN

Fih Quadrant uses the following specic Customer Experience Design Tools:

At Fih Quadrant we believe in bringing strategy to life through creavely

designed outputs that are clear and engaging for all stakeholders.

Personas represent a cluster of customers who exhibit similar behavioural

paerns in their purchasing decisions, use of technology or products, customer

service preferences, lifestyle choices, and the like. Behaviours, atudes andmovaons are common to a “type” regardless of age, gender, educaon, and

other typical demographics. Personas may include behaviours, needs, wants,

pain points, demographic data and cultural background based on a parcular

archetype. They provide designers and stakeholders with an understanding of

who they are designing for and can be used as a reference point for deciding if

their ideas will best serve the customer.

Storyboards bring to life design ideas and the customer’s experience through

illustraons put together in a narrave sequence.

Eco-system maps provide a clear view of the stakeholders and other pares

understood to be part of the organisaon’s internal ecosystem as well as those

outside of the organisaon such as distribuon channels, direct suppliers and

associaons. Eco-system maps help us to understand the key relaonships and

resources in an organisaon’s value chain and to idenfy vulnerabilies and

undervalued relaonships. The pares commonly idened in an eco-system

map are customers, communies, partners, suppliers, vendors, related service

organisaons, makers of related products, competors, associaons, unions,

government agencies, regulatory bodies and resource pools.

Stakeholder maps are an analysis tool that idenes stakeholders and applies

the most appropriate lens for understanding how to engage the dierent

stakeholders and what their interests are in the project.

1. VISION CREATION

2. CUSTOMER JOURNEY MAPS

3. CUSTOMER BLUEPRINTS

A Vision is a visual depicon of the future statecustomer experience. It may include a shi in

customer percepons, an arculated Customer Value

Proposion and new markets, products, service

models, channels, touchpoints, pricing and business

models as well as the desired end goal.

Customer journey maps describe the journey of a

customer by represenng the dierent channels and

touchpoints they use to interact with an organisaon

in a, typically, grid-like visual design. The interacons

are depicted step-by-step and also indicate what

the emoons of the customer are along the journey.

Customer journey maps are useful tools in idenfying

the gaps in the current experience from the

customer’s point of view and in designing the ideal

future experience.

A blueprint builds on a customer journey map by

describing the back stage processes, systems and

technology to support the customer experience. It is

an operaonal tool that informs the development of an

implementaon roadmap for the future state customer

experience.


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Fih Quadrant’s services include:

08 09

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+61 2 9927 3399

+61 2 9927 3327 [email protected]

www.hquadrant.com.auLevel 11, 100 Miller Street

North Sydney NSW 2060

If you are interested in using Co-creaon forbeer customer experience outcomes,

please contact us:

Documents

Fifth Quadrant Customer Experience Design Brochure