digital summit denver creating customer experience design

Creating Customer Experience Design

@codyl // modeeffect.com // #dsd14

Cody Landefeld Managing Director at Mode Effect

!12+ YEARS IN DESIGN/WEB


User Experience is not just for design. It’s for customers.


5 Benchmarks for effective Customer Experience Design


1. Consistency User-friendly interfaces with style and appearance. Define a set of standards for product and service “consistency.”


Challenges • Responsive / Adaptive Design (Defining the

right approach depending on data/content)

• Following aesthetic trends (flat design marks challenges on conversion elements)


2. Observation Frame the experience design in context with of your customers’ actual goals. Asking what they want isn’t always helpful.


Challenges • Scope is too small for actual/effective

testing.

• Client is unwilling to trust us to provide the right approach.


3. Storytelling Create better imageries, emotions, and understanding through sharing of stories with your customer communities.


Challenges • Relating user experience guidance with

stories.

• Content. NEED more content!


3. Expectation Effect Expectations affect perceptions and behavior. Expectation management should be a key component of the design process.


Challenges • Developing clearer goals for users.

• Spending more time to create more guided paths in the User Experience process.


4. Exposure Effect Find the best stimuli to repeatedly present. The strongest types of stimuli to consider are photos and meaningful phrases.


Challenges • Defining the scope and content your

customer needs.

• AGAIN! Content. NEED more content!


5. Hick’s Law The time required for a customer to make a decision is a direct function of the number of available choices.


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. !


What are we missing?


A few resources…

• Why User Experience Cannot Be Designed

• Empathy Requires Experience


http://www.smashingmagazine.com/2011/03/15/why-user-experience-cannot-be-designed/

http://boagworld.com/usability/empathy/

Thanks. !

Visit modeeffect.com for articles and good UX stuff.


http://modeeffect.com

digital summit denver creating customer experience design

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