Digital summit denver creating customer experience design

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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."

Marketing Business Technologie

Creating
Customer Experience
Design
@codyl // modeeffect.com // #dsd14

Cody Landefeld
Managing Director at Mode Effect
!
12+ YEARS IN DESIGN/WEB
@codyl // modeeffect.com // #dsd14

User Experience is not
just for design.
It’s for customers.
@codyl // modeeffect.com // #dsd14

5 Benchmarks for effective
Customer Experience Design
@codyl // modeeffect.com // #dsd14

1. Consistency
User-friendly interfaces with style and
appearance. Deﬁne a set of standards for
product and service “consistency.”
@codyl // modeeffect.com // #dsd14

Challenges
• Responsive / Adaptive Design (Deﬁning the
right approach depending on data/content) 
• Following aesthetic trends (flat design marks
challenges on conversion elements)
@codyl // modeeffect.com // #dsd14

2. Observation
Frame the experience design in context with
of your customers’ actual goals. Asking what
they want isn’t always helpful.
@codyl // modeeffect.com // #dsd14

Challenges
• Scope is too small for actual/effective
testing. 
• Client is unwilling to trust us to provide the 
right approach.
@codyl // modeeffect.com // #dsd14

3. Storytelling
Create better imageries, emotions, and
understanding through sharing of stories
with your customer communities.
@codyl // modeeffect.com // #dsd14

Challenges
• Relating user experience guidance with
stories. 
• Content. NEED more content!
@codyl // modeeffect.com // #dsd14

3. Expectation Effect
Expectations affect perceptions and behavior.
Expectation management should be a
key component of the design process.
@codyl // modeeffect.com // #dsd14

Challenges
• Developing clearer goals for users. 
• Spending more time to create more guided 
paths in the User Experience process.
@codyl // modeeffect.com // #dsd14

4. Exposure Effect
Find the best stimuli to repeatedly present.
The strongest types of stimuli to consider are
photos and meaningful phrases.
@codyl // modeeffect.com // #dsd14

Challenges
• Deﬁning the scope and content your
customer needs. 
• AGAIN! Content. NEED more content!
@codyl // modeeffect.com // #dsd14

5. Hick’s Law
The time required for a customer to make a
decision is a direct function of the number
of available choices.
@codyl // modeeffect.com // #dsd14

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.
!
@codyl // modeeffect.com // #dsd14

What are we missing?
@codyl // modeeffect.com // #dsd14

A few resources… 
• Why User Experience Cannot Be Designed 
• Empathy Requires Experience
@codyl // modeeffect.com // #dsd14

Thanks.
!
Visit modeeffect.com for articles and
good UX stuff.
@codyl // modeeffect.com // #dsd14

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Digital summit denver creating customer experience design

1. Creating Customer Experience Design @codyl // modeeffect.com // #dsd14

2. Cody Landefeld Managing Director at Mode Effect ! 12+ YEARS IN DESIGN/WEB @codyl // modeeffect.com // #dsd14

3. User Experience is not just for design. It’s for customers. @codyl // modeeffect.com // #dsd14

4. 5 Benchmarks for effective Customer Experience Design @codyl // modeeffect.com // #dsd14

5. 1. Consistency User-friendly interfaces with style and appearance. Deﬁne a set of standards for product and service “consistency.” @codyl // modeeffect.com // #dsd14

6. Challenges • Responsive / Adaptive Design (Deﬁning the right approach depending on data/content)  • Following aesthetic trends (flat design marks challenges on conversion elements) @codyl // modeeffect.com // #dsd14

7. 2. Observation Frame the experience design in context with of your customers’ actual goals. Asking what they want isn’t always helpful. @codyl // modeeffect.com // #dsd14

8. Challenges • Scope is too small for actual/effective testing.  • Client is unwilling to trust us to provide the  right approach. @codyl // modeeffect.com // #dsd14

9. 3. Storytelling Create better imageries, emotions, and understanding through sharing of stories with your customer communities. @codyl // modeeffect.com // #dsd14

10. Challenges • Relating user experience guidance with stories.  • Content. NEED more content! @codyl // modeeffect.com // #dsd14

11. 3. Expectation Effect Expectations affect perceptions and behavior. Expectation management should be a key component of the design process. @codyl // modeeffect.com // #dsd14

12. Challenges • Developing clearer goals for users.  • Spending more time to create more guided  paths in the User Experience process. @codyl // modeeffect.com // #dsd14

13. 4. Exposure Effect Find the best stimuli to repeatedly present. The strongest types of stimuli to consider are photos and meaningful phrases. @codyl // modeeffect.com // #dsd14

14. Challenges • Deﬁning the scope and content your customer needs.  • AGAIN! Content. NEED more content! @codyl // modeeffect.com // #dsd14

15. 5. Hick’s Law The time required for a customer to make a decision is a direct function of the number of available choices. @codyl // modeeffect.com // #dsd14

16. 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. ! @codyl // modeeffect.com // #dsd14

17. What are we missing? @codyl // modeeffect.com // #dsd14

18. A few resources…  • Why User Experience Cannot Be Designed  • Empathy Requires Experience @codyl // modeeffect.com // #dsd14

19. Thanks. ! Visit modeeffect.com for articles and good UX stuff. @codyl // modeeffect.com // #dsd14

Digital summit denver creating customer experience design

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