7 Steps for Creating Differentiated Experiences
For some reason nearly all projects with UX involvement have experience principles as a deliverable in the Statement of Work. On first glance, these values can look rather made up, no traceability, little reflection of the brand or where the future lies. So what are they and who are they for? I've certainly seen a fair whack of projects where, in all honesty, they've been two weeks waste of time coming up with a bunch of words and ‘best practice’ examples of them – ultimately with zero resemblance to the final product.
This session will cover:
1. What experience principles really are
2. How to find and use brand values
3. Writing how they manifest these value in digital touchpoints
4. Knowing how they may change for differing customer groups
5. Creating workshops for executives for input
6. Documenting for sharing
7. Using for future idea generation and critique of work in progress
With a template to work through during the talk, all participants will leave with a good understanding of what experience principles are and how to create them collaborating with senior clients.
10. Experience that actively set
Preference
Emotion
Loyalty
How are you designing that into
your products?
11.
12. Action: align your
Bricks
Clicks
People
Create a continuous customer journey
Otherwise you’ll feel like 3 brands…
13. Are you on-brand?
It’s not about the logo…
Innovation launchpad
Evaluation
Research
14. 1. Have you been on a full service shadow?
Schedule it
2. What are your experience principles?
Write them down
3.How are they woven into the business?
Find the operating model
18. Validate the strategy
with senior management
Business vision, mission
and programmes
Does what you have = their mind/reality?
19. Extract the bit that matters
The values
Typically 3-5 things
Genuine and unique
Explained how they’re used
20. 1. Who is the brand manager?
Find them
2. Do you know the values history?
Schedule a briefing
3.Are moments of truth documented?
See the evidencing
25. A blend of existing behaviours
and new ideas
Brainstorm how the brand
value could be experienced
through digital
26. 1. Tag values - rational and emotional
Workshop it out
2. Find other channel experiences
Service safari to catalogue
3. How they could work digitally
Differentiating
38. CXI: big opportunity for excellent
Excellent
Good
ok
Poor
Very poor
10%
23%
31%
34%
3%
0 10 20 30 40
Source Forrester North American cx study Q4 2011
39. Correlation between CXI and loyalty
0.71
0.65
-0.41
-0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8
Willingness to consider
the company for another
purchase
Likelihood to switch
business to a competitor
Likelihood to recommend
to a friend or colleague
High Moderate Low Low Moderate High
40. 5 year stock performance of customer experience
index leaders vs laggards s&p 500 2007-2012
37.5
25
12.5
0
-12.5
-25
-37.5
-50
-1.3 -46.3
22.5
cxi leaders s&p 500 index cxi laggards
Source Watermark consulting
41. Wk1/2 Fact finding and evidencing values
Sessions you will need
Validation of the strategy, principles
debate and differentiators
Wk3
Wk4 Final proposal experience map
Touchpoint design evidenced
Wk7 through research
42. 1. Know the leadership team
Find out about them
2. Ask client lead to get time with them
Schedule 3 x 2 hours
3.Keep them updated on progress
It’s their baby after all
48. Completing the model
Business
strategy
Delivery
programmes
Rational and
emotional
values
Evidenced in
channels
How to use
in digital
Customer
benefit
49. And a playback book for everyone
No onion required
What is it
How to use it
Examples from other brands
50. 1. Start with tiled paper from Illustrator
And prezi reveals it
2. Make it big
Pin it up and leave it
3.Evidence how it comes to life
A simple show and tell
55. A catalyst for what if…
Can we be more different?
Extending propositions
A rich picture
56.
57. And finally during product development
Filtering by theme
Deepening habit loop
Measuring emotion
58. 1. Work with HR and Internal Comms
Get them to run with it
2. Keep a collection
Pinterest/Del/Evernote
3.Perpetual beta
Iterate and develop
59. 7 things
you should
now know
What experience principles really are
How to find and use brand values
Writing how they manifest in digital touch points
Knowing how they change for personas
Creating workshops for executives
Documenting for sharing
Using for future idea generation
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@naughtynorth
Head of Service and Experience Design
Tribal Worldwide | London