Designing the customer experience – lessons from the trenches

Page 1 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=1' data-page='1' class='cut-thumb lazyload' alt='Page 1: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/1.jpg' width='140' height='200' /> lessons from the trenches

Designing the

Customer

Experience

Page 2 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=2' data-page='2' class='cut-thumb lazyload' alt='Page 2: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/2.jpg' width='140' height='200' /> Page 3 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=3' data-page='3' class='cut-thumb lazyload' alt='Page 3: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/3.jpg' width='140' height='200' /> Page 4 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=4' data-page='4' class='cut-thumb lazyload' alt='Page 4: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/4.jpg' width='140' height='200' /> Page 5 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=5' data-page='5' class='cut-thumb lazyload' alt='Page 5: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/5.jpg' width='140' height='200' /> WWW

Page 6 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=6' data-page='6' class='cut-thumb lazyload' alt='Page 6: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/6.jpg' width='140' height='200' /> 1-800-#

Page 7 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=7' data-page='7' class='cut-thumb lazyload' alt='Page 7: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/7.jpg' width='140' height='200' /> LESSON #1

Advertising

≠

Customer

Experience

Page 8 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=8' data-page='8' class='cut-thumb lazyload' alt='Page 8: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/8.jpg' width='140' height='200' /> Page 9 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=9' data-page='9' class='cut-thumb lazyload' alt='Page 9: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/9.jpg' width='140' height='200' /> LESSON #2

Everyone has an

impact on the

customer experience

Page 10 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=10' data-page='10' class='cut-thumb lazyload' alt='Page 10: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/10.jpg' width='140' height='200' /> 21-character URL

French word

gloves

smartphones

Page 11 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=11' data-page='11' class='cut-thumb lazyload' alt='Page 11: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/11.jpg' width='140' height='200' /> LESSON #3.1

Usability testing –

just do it

Page 12 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=12' data-page='12' class='cut-thumb lazyload' alt='Page 12: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/12.jpg' width='140' height='200' /> Page 13 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=13' data-page='13' class='cut-thumb lazyload' alt='Page 13: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/13.jpg' width='140' height='200' /> LESSON #3.2

Usability testing

doesn’t need to be a

NASA mission

Page 14 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=14' data-page='14' class='cut-thumb lazyload' alt='Page 14: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/14.jpg' width='140' height='200' /> Page 15 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=15' data-page='15' class='cut-thumb lazyload' alt='Page 15: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/15.jpg' width='140' height='200' /> Page 16 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=16' data-page='16' class='cut-thumb lazyload' alt='Page 16: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/16.jpg' width='140' height='200' /> Page 17 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=17' data-page='17' class='cut-thumb lazyload' alt='Page 17: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/17.jpg' width='140' height='200' /> LESSON #4

You can’t do UX alone

Page 18 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=18' data-page='18' class='cut-thumb lazyload' alt='Page 18: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/18.jpg' width='140' height='200' /> Hive mind FTW!

Page 19 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=19' data-page='19' class='cut-thumb lazyload' alt='Page 19: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/19.jpg' width='140' height='200' /> Page 20 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=20' data-page='20' class='cut-thumb lazyload' alt='Page 20: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/20.jpg' width='140' height='200' /> LESSON #5

UX is a long game

Page 21 <img data-url='document/designing-the-customer-experience-lessons-from-the-trenches.html?page=21' data-page='21' class='cut-thumb lazyload' alt='Page 21: Designing the customer experience – lessons from the trenches' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader043.cupdf.com/reader043/viewer/2022020307/55a4efba1a28ab1f408b4742/html5/thumbnails/21.jpg' width='140' height='200' /> andrea ong pietkiewicz