As experience designers, we've all been there. The business brief to improve the customer experience is clear. The insight from the customer and the business points to obvious opportunities. As a team weve designed innovative solutions creating a win/win for the organisation and their customers. And then, like a patient rejecting the life saving transplant, the solution doesn't take. Or worse they do nothing. What do you do when the business culture is the biggest barrier?
24. 4
Design Principle: Our expertise on tap
§ “When I need advice or technical help I know where to go”
§ “I can always access the right information when I need it”
Experience design principles
25. “I’ve got options for how I want to place my order. It’s the
same whether I do this online or on the phone.”1
Future customer stories
26. “I like that I can quickly place an order for the products I frequently buy.
Everything I need to know about the products is at my fingertips.”
2
“It’s really clear to me what products are available and
when I’m realistically going to get them.”
3
Future customer stories