How to delight customers? Applying research and sharing some lessons from our work on Windows Phone 7.
Presented at a workshop at the Like Minds conference, 28-29 October 2010, Exeter, UK.
Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
How to delight customers? Like Minds conference, 28-29 October 2010, Exeter UK
1. how to delight customers?
Lessons from our work on Windows Phone 7Oded Ran
Head of Consumer Marketing, Windows Phone UK
2. how to delight customers?
Lessons from our work on Windows Phone 7Oded Ran
Head of Consumer Marketing, Windows Phone UK
Oded Ran
@odedran #wp7
3. Things we’ll speak about today
Understand for whom you design your products or
services. Change course, if needed.
Review research about customer satisfaction and
happiness: why it matters, and what drives it.
Share lessons from our work on Windows Phone 7.
Practice these models on the products or services
you’re working on.
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
4. Who am I
Product person that does marketing
Marketing person that does product
I love managing and launching consumer
mobile products.
I worked in the UK, US and Israel.
I like films, foreign languages, traveling and
cats. Not necessarily in that order
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
5. Brief history of time
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
6. Brief history of time
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
7. Brief history of time
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
8. Brief history of time
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
9. Brief history of time
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
10. Who did we design our product for?
Network
operator
Phone
manufacturer
Microsoft /
Windows
Developers
All, other or
no-one
End userDesignEnterprises
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
12. Windows Mobile
Developers
All, other or
no-one
End userDesignEnterprises
Network
operator
Phone
manufacturer
Microsoft /
Windows
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
13. Who do they design their
product or service for?
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
14. Who do they design their
product or service for?
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
15. Who do they design their
product or service for?
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
16. Who do you design your
products or services for?
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
19. So who’s our end user?
total market opportunity
people who will buy smartphones
measuring total market opportunity at time
of launch
persona
representational user & muse of the brand
portrays richness of experience and aspirational
qualities
addressable market
people who could buy it
measuring market potential
target customer
people whom we will build for and market to
a lens of focus for value prop based on market
data
Life
Maximizers
22. Who we design for: Anna & Miles
Anna
Part time PR professional and busy mum
“My life is a balancing act between work,
family, friends, and my own personal needs.”
Miles
Growing his own architectural business
“I love running my life real-time so I can take
advantage of whatever is inspiring
me…whether
it’s a new project, a pick up game or a stolen
moment with Anna.”
25. …customer satisfaction do drive higher
ROI and excess shareholder value
$£€
Sources: Fornell et al., 2006; Fornell, Mithas, & Morgeson, 2009; Wang & Zhao, 2009; Tuli & Bharadwaj, 2009;
Matzler et al., 2005; Gupta & Zeithaml, 2006; Aksoy et al., 2008.
26. Happy customers are also shown to
Talk to more people about their positive experience
Become repeat customers
Pay more or purchase more
Stay loyal to your brand
Drive marketing for you
Provide useful feedback
Safeguard your brand against unhappy customers
28. What makes us happy?
Autonomy
feeling that your activities are self-chosen
Sources: Reis et al. (2000). “Daily Well-Being: The Role of Autonomy, Competence, and Relatedness”. Personality and Social
Psychology Bulletin, 26 (4), p. 419-435.
Hunt, T. (2008). Happiness as Your Biz Model. Retrieved from http://slidesha.re/d680AW.
Competence
feeling that you are effective in your activities
Relatedness
feeling understood and appreciated
32. How to create feelings of autonomy?
Give people tools to personalize their experiences
Build tools that democratize previously inaccessible
industries
Offer clear and attractive choices
Be open and transparent
Don’t lock people in
33. How would you create feelings
of autonomy in your
product/service?
35. Competence
Confidence in one’s abilities and strengths
Feedback from others on one’s performance
Learning and growing skills
Self-actualization
Doing meaningful work
Getting into flow
37. How to create feelings of competence?
build consecutive levels of achievement into the
experience
don’t talk down to your customer
plant ‘easter eggs’
create simple entry point to more complex systems
allow ways for mentors to interact with newbies
(create rewards)
38. How would you create
feelings of competence in your
product/service?
40. Relatedness
Feeling understood and appreciated
A sense of closeness with others
Talking about things that matter
Hanging out with others
Doing pleasant, fun things
Avoiding self-consciousness
42. How to create feelings of relatedness?
Design simple ways for customers to share
Build in multiple ways for customers to interact
Create experiences that meet customers’ offline lives
Have many collaborative experiences
43. How would you create
feelings of relatedness in your
product/service?
44. Summary
Design for the end-user
Autonomy
Personalization, transparency, openness, empowerment
Competence
Self-learning, confidence, Easter eggs, discoverability
Relatedness
Sharing, closeness, experiences connected to one’s life
Buy a Windows Phone
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
45. Further reading
Hunt, T. (2007). Happiness as Your Business Model.
Retrieved from http://slidesha.re/d680AW and
http://slidesha.re/10UdVH.
Two great presentations which form the basis for this presentation.
Reis et al. (2000). “Daily Well-Being: The Role of
Autonomy, Competence, and Relatedness”.
Personality and Social Psychology Bulletin, 26 (4), p.
419-435.
The foundation for many of the ideas in this presentation.
The painful process that is involved in changing priorities:
Effect on network operators and phone manufacturers
Effect on other Microsoft product and employees
Effect on developers who have to re-write apps
Effect on enterprises which deployed the software
The decision is not a clear one:
- Who comes first in BlackBerry? In Apple? In Android?
WP7 demo:
Start screen (Personalize the start screen, pinning items) vs can't make it yours (sea of icons; show how people to personalize using key rings, etc.)
Your pictures, your music, your friends, your Xbox avatar
Me Tile (Share FB status easily)
Themes (black/white)
Choice of phones (w/keyboard, w/o, etc.) vs Me-too design of other phones
Pocket to picture, even when phone is locked
Find My Phone
Keyboard emoticons
WP7 demo:
Clean UI - no chrome, minimum things to learn
Elements of design: cropped text
Touch, Motion and Sound design
Simple out-of-box-experience
Multiple levels of discoverability
Music & Video Hub (explore music easily)
Bing search demo (simple solution to complex problems, easter eggs in Open Hours, Nearby, and automatic switch to Aerial Mode)
Email and calendar conflict, “I’ll be late”
Clear error messages + brand guidelines on that
Consistent UX across hardware
Sync over WiFi (first time you use Zune)
Marketing: VIP program / Backstage
WP7 demo:
People Hub (Recent contacts, Profile Pictures, What's New)
Personal & Work calendars
Pictures Hub (pictures from wherever) vs Can't access pictures unless their on the phone
Office collaboration: edit on the go and share
Marketing: dialog with WP team (Twitter/FB/Blogs)
Live tiles updates: Train Travel, Weather bug and MSN Celebrities vs 23 degrees and sunny