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These are the slides from my presentation at Digital Summit in Denver 2014. I presented on User Experience and Marketing as they combine for creating "Customer Experience Design."
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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.
@codyl // modeeffect.com // #dsd14