10

insightful

QUOTES ON
DESIGNING A
BETTER
CUSTOMER
EXPERIENCE

None of us is as smart as all of us.
Keeping your ideas to yourself is
detrimental. Diversity of people
equals diversity of ideas.
Denise Jacobs

Creativity... thrives on diversity,
tension, sharing and collaboration.
Stefan Klocek, “Better Together”

1. Create together

A client-agency relationship
is symbiotic. Work alongside
your appointed agency so that
they play a vital role in your
vision and help you achieve
your company or organisational
objectives and KPIs.

There is no such thing as
a stupid idea! Discuss all
possibilities to achieve the
best outcome.

Invest in discovery workshops
and stakeholder meetings
with your suppliers and staff
so that all parties learn about
your culture, listen to ideas and
collaborate as one team.

Products are people.
Ash Donaldson

Google Self-Driving Car Project
https://www.google.com/selfdrivingcar/where/

2. Design for emotional engagement

Improve your website content
by instilling an engaging tone
of voice. Avoid writing long, dry
content full of technical jargons.

Make digital interactions
fun by introducing subtle
animations or transitions that
fit the brand’s personality.

Rewrite robotic system
messages and help instructions
to be clear, precise, friendly and
perhaps even with a dose of
appropriate humour.

Design for context not devices.
Derek Featherstone

3. Design for context
(time, location, proximity, device, state of mind, capabilities, activity & interests)

Display a phone number
during office hours, and a
contact form after hours.

Reprioritise information about
an event, such as logistics,
schedule and photos based on
whether it is leading up to the
event (logistics), during the
event (schedule) or after the
event (photos).

Present different help
information about getting to
one place, from car rentals to
walking instructions, depending
on how far the user is located
away from the destination.

A form can be long if it matches
participant expectations.
Louise Bassett & Jessica Enders

4. Research user expectations

Investigate whether the
type of language used in a
form matches user needs,
whether form length matches
expectations and whether the
form is understandable to all
target audiences.

Implement the WCAG
guide for accessibility to
make sure all users can
complete a form regardless
of any disability.

Empower research
participants to feel valued
and important to the user
research process to drive
accurate results.

Innovate like a UX researcher.
Dan Szuc

Just because something has been
done the same way for 10 years
doesn’t mean it’s the best way to do it.
Constantly challenge the status quote
in every part of your current customer
experience to find new possibilities.

Observe your customer
behaviour and detect small
details in the activities of
your customers, suppliers and
partners that suggest new
ways of doing things.

Observing

Questioning

Networking

5 traits of a
successful
innovator

Get to know a diverse range of your
customers, not just your pre-determined
target market, to gain radically different
perspectives from individuals in order to
find new opportunities to innovate.

Experimenting

Associational
Thinking

Triggered by questioning, observing, networking and experimenting, you can draw
connections between questions, problems or ideas from unrelated fields, which form
the catalyst for creativity. Draw conclusions from connecting customer problems with
insights, and as a result, create new customer experience design solutions.

Constantly try out new
experiences, take things apart
and test new ideas. Failing fast
and failing often will result in
faster innovation and the ability
to find a better solution quicker.

Don’t be afraid to ask people
what they are doing.
Chris O’Brien

6. Consult directly with customers

Conduct in-depth interviews
with customers to find out
where their pain points lie.

Spend time observing your
customers in the real world.

Analyse and implement the
findings, ensuring you build
brand rapport with your
customers.

Design for MAGIC.
Make magic moments.
Laura Naylor, Cliff Curry & Will Bates

Start with a
classic story
arc

Make the
product the
hero

Keep your
shoot in
mind

Be inventive
but keep it
simple

7. Harness storytelling techniques

Communicate the who,
what, where, when and most
importantly WHY of your
brand using the important
methods of storytelling and
meaningful UX design.

Communicate your vision
to your audience using
powerful triggers.

Use emotionally engaging
icons, images, video and
animation to communicate
with your audience.

Answer human needs in a
brand-proprietary way.
Andrew Wight

8. Align the experience to your brand

Articulate your brand story
via identifying your brand
archetype and purpose.

Define your brand’s role in
your customer’s story, where
your customer is the hero,
you are the mentor and your
product or service is the gift.

Translate the story into
customer touchpoints.

Brand Archetpyes - http://www.inspectorinsight.com/emotion/making-your-brand-emotional-human-goals-and-buyer-behaviour/

Making sure you’re measuring
the right metrics is important.
Andrea Browne & Gillian Vogl

9. Define your goals and metrics

Understand the goals of
your organisation prior to
the development of an app
or website.

Help your company or
organisation understand and
set up reasonable metrics,
understanding context and
environment of line of enquiry.

Implement solutions based
on meaningful findings and
then measure the outcomes.

Building trust with
your customers leads
to brand loyalty.
Wesley Rodricks & Yuan Wang

https://thankyou.co

10. Build trust with persuasive design

Triggers

Simplicity

Motivation

Rewards

What is an effective cue for
your customers to take action
without being annoying?
Increasing the frequency
of this cue may increase
a desired behaviour if it’s
relevant to their needs.

Is it easy for your customers
to take the desired action?
Are they limited by time,
money or effort? Making this
simple for them may induce
more actions.

What is motivating your
customers? What pain points
are you solving for them? It
is often easy for businesses
to assume their customers’
motivations without truly
understanding their problems,
hopes and fears.

How are you rewarding your
customers after they’ve taken
the desired action? Is the
reward worth the effort and
will they do it again? Building
the right rewards will set the
scene for repeat customers.

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