This document provides an overview of experience design and tools that can be used to design experiences. It discusses how the Apple Store and KTPH aim to provide particular experiences for customers. Customer journey mapping and experience metaphors are introduced as tools to understand the user experience and generate ideas. The customer journey map involves mapping a user's entire journey to identify needs, while an experience metaphor draws inspiration from unrelated domains to spark new ideas. Finally, the document outlines the design thinking process that can be applied to experience design and highlights takeaways around defining the intended experience, discovering opportunities through customer journeys, and being inspired by other industries.
3. Experience Design
Creating a strong vision of intended experience and the
necessary practices to maintain the intent.
4. Apple Store’s Intended Experience
On building relationships (to make people’s lives better)
“Try before you buy” concept
Test product with downloadable
content and get someone to show
you how to use it
Upon purchase, staff set up
device
If you need help, you can come
back for personal training
Problems are fixed instantly
5. KTPH Intended Experience
Hassle-Free Experience for our patients
Patient Value Met
DESIGN
THINKING
Outcome Achieved
WHAT THEY WENT THROUGH advice
• Quality
•Diagnose, treat,
• Respect
• Information
HOW THEY FELT
• Care integrated
• Effective
•Better, Faster, cheaper,
DURING THEIR EXPERIENCE
•safer
LINE OF VISIBILITY
Line of visibility
Design
Service/Care Processes
LEANValue stream BUILD QUALITY PROCESSES NEEDED TO
(TPS)
•Identify Value
•Value Stream
•Flow
•Pull
•Pursue Perfection
Customer Experience
SUPPORT THE EXPERIENCEService Ways
•AH
•Model of care
•Care standards
•Service standards
•Touchpoint
•Care point
Workplace
•Location
•Layout
•Automation
•Human factor
•Health promoting
6. What are the elements that influence the
user’s experience?
7. Elements in an Experience
What influences your experience?
Expectations
Experience Site (Above line of visibility)
Environment
Product
Interaction
Process/Flow
Information
Memories
8. To provide a Good Experience
Experience exceeds expectations (new users) and is
consistent (across journey, medium and occasion).
10. Design Thinking Methodology
Adapt Design Thinking Process for Experience Design
Frame
Problem
Observation
Understand
Explore
Analyse & Strategise
Generate Ideas
(Customer Journey Map)
(Experience Metaphor)
Prototype
Prototype
Implement
Solution
11. Tools for Designing Experience
Customer Journey Map & Experience Metaphor
CUSTOMER JOURNEY MAP
EXPERIENCE METAPHOR
What If
IKEA were to redesign your
__________experience?
Map the entire journey that the user
Use Experience Metaphor to generate
goes through and identify needs
creative solutions
13. Layering onto Touch Points
Consider End to End Processes (Including the In-Betweens)
14. User's journey
Consider entire journey including the in-betweens (e.g. wait)
REGISTRATION
BEFORE
AFTER
Drops card
into tray
Wait
Register
Wait for next
station
“He did not know
that he had to
place the card in
the tray.”
“Anxiously
waited around
the counter to
make sure that
his turn was not
skipped.”
“Did not know
what the staff
needed from
him.”
“Where to wait
and for how
long?”
15. Importance of looking at the entire journey
Identify needs that are not addressed in existing touch points
Financial Counseling Information
Concise in giving information
17. Customer Journey Map
Map out events that happened in the customer’s experience
Consider the entire journey that the user goes through, such as pre-arrival, to
identify possible opportunities outside of the current touch points.
18. Customer Journey Map
Elements in the framework
EVENTS
That happened in User’s Journey
USER
PROFILE
GOAL
EMOTIONS
That user is trying to achieve
The user experienced
(Background/
Expectations)
TOUCH POINTS
(Mode/Role/Context of interaction)
19. Opportunity Areas
Areas to improve on, in the experience
Uncertain about next
steps of the journey
User is very anxious
upon arrival
Discharge process is
confusing; requires
too many steps
Gives a broad overview of how the existing experience is like and how it can be
enhanced to make it even better for the users.
21. Designing Experiences
Customer Journey Map
Define Experience
Uncertain about
next steps of the
journey
Discharge process is
confusing; requires too
many steps
Identify Needs
Define the Overall Experience
22. Designing Experiences
Start with a vision, design practices around that vision
Be
Empowered
How might we empower patients
in the different touch points?
1. Consider broad themes of
2. Ensure consistency in the smaller experiences
how the experience should be
within touch points
23. Designing Experiences
Design these elements to give the intended experience
How Might We
Design (The Product/ Environment/
Information/ Interaction) to empower
our users in the experience?
24. Designing Experiences
How might we design the environment to empower patients?
Environment
Without Target
With Target
1st Prototype
2nd Prototype
Butterfly on ceiling is used as a visual cue to guide patients to cooperate
25. Tools for Designing Experience
Customer Journey Map & Experience Metaphor
CUSTOMER JOURNEY MAP
EXPERIENCE METAPHOR
What If
IKEA were to redesign your
__________experience?
Map the entire journey that the user
Use Experience Metaphor to generate
goes through and identify needs
creative solutions
26. What is Experience Metaphor?
A creative technique used in divergent thinking
“Some of the most creative breakthroughs
occur when an idea that works well in one
domain is transplanted in another.”
—Mihaly Csikszentmihalyi
Fish
Car
Speed
(Aerodynamic Efficiency)
Metaphor uses free association
which is a creative technique to
help one to make a mental
connection between two objects
or ideas.
30. Experience Metaphor
Challenge: Consistently produce same quality at low cost
Looked at other fields where the same challenge of carrying out activities
systematically, reproducibly and to a high standard – at low cost
31. Experience Metaphor
Look out and learn from others
“Dr. V spent a few days at
McDonald’s Hamburger
University in Oak Brook,
studying how they work.”
Founder Chairman of Aravind Hospital,
(Dr. G. Venkataswamy)
33. Experience Metaphor
Eliminate needless blindness through the following:
Affordability
(Train village girls to do lowskilled tasks)
Standardization
(Reduce Variability, dedicated
rooms for each type of surgery)
Efficiency
(1 Surgeon to 2 Operating Tables)
35. Take Away Points
Service Touch Points
Discover opportunities by Map
Customer Journey identifying
needs from the Customer Journey Map
36. Take Away Points
Define the intended experience for the user
Be
Empowered
How might we empower patients
in the different touch points?
1. Consider broad themes of
2. Ensure consistency in the smaller experiences
how the experience should be
within touch points
37. Take Away Points
Be inspired by others to expand possibilities in ideation
Collection of positive
examples from other
industries to be used as a
stimuli during
brainstorming
Try it deck to create your
own library. E.g. Amazon
Deck