Zooming Out for Customer Centricity

Owen HoddaCustomer Experience Design Lead@owenhodda

Customers do not want your product

but they will pay for the solution you are offering…

Step back from your product and actually understand the customer

In order to properly understand the solution you offer

Putting the customer’s environmental needs and goals at the core of your product strategy

Designing for success means knowing what the idealcustomer experience is

Seek understanding over knowledge

Seek to understand the customer’s perceptions of your product

Opinions, perceptions, misunderstandings, biases etc are more useful to you than use metrics

Properly understand where your product sits in the customer’s world

Understanding that the majority of what influencesa customer’s experience is beyond our control

Deliver value to people, not deliver people to systems“ ”

J. Thackara

Questions over answers

• Divergent/Active research before quantification

• Understanding over knowledge

Discover Define Develop Deliver

Identify opportunities for innovation through empathy rather than measurement

Solve problems you didn’t know customers hadSolve problems customers didn’t know they had

Zooming out from our immediate interactions can reveal opportunities not previously visible

• Why are people not using your product

• In what strange ways are people using your product?

• Understand customers perceptions, blind spots, biases

Use customer data to futurecast possibilities through synthesis

How can we use this insight to design for the future?

Analysis tell you how things are, at least in theory, whereas synthesis suggests how things could be“

”D. Hill

Look for patterns and antipatterns in your data

Look for patterns and antipatterns in your data

• You are looking for the unknown unknowns

Step back from your product and actually understand the customer

• Empathy over measurement• Truth over solutions• Questions over answers• Understanding over knowledge

Thank You

Owen HoddaCustomer Experience Design Lead@owenhodda

References

• Original diagram adapted from N Savio & J Braiterman – “Design Sketch: The Context of Mobile Interaction (http://www.giantant.com/output/mobile_context_model.pdf)

• J. Thackara – “In the Bubble: Designing in a Complex World”, MIT Press

• D. Hill – “Dark Matter and Trojan Horses”, Strelka

• Powers of Ten image under Creative Commons license via C Williams – (http://www.flickr.com/photos/carolynwill/5176958714/in/photostream/)

• Dataplex Image vi R. Ikeda – “Dataplex” – (ryojiikeda.com)