IMPROVE PRODUCTS THROUGH CUSTOMER EXPERIENCE DESIGN PRODUCTIZED CONFERENCE 2015 ERIK ROSCAM ABBING | MARIT COEHOORN ZILVER INNOVATION
IMPROVE PRODUCTS THROUGH
CUSTOMER EXPERIENCE DESIGN
PRODUCTIZED CONFERENCE 2015
ERIK ROSCAM ABBING | MARIT COEHOORN
ZILVER INNOVATION
GOOOOOOOOD MORNING!!!! :-)
WHAT YOU CAME HERE FOR…
http://www.productized.co/
ABOUT YOU.
• who are you?
• what do you do?
• what brought you here?
• what positive experience did
you have on the way here?
SO, WHO ARE YOU?
• product manager?
• product designer?
• ux/ui designer?
• software engineer?
• customer experience designer?
• product marketeer?
ABOUT US.
• who are we?
• what do we do?
• what brought us here?
• what positive experience did
we have on the way here?
WHAT TO EXPECT FROM THIS MORNING.3 insights, 2 cases, 3 exercises.
WHAT IS CUSTOMER EXPERIENCE DESIGN?
design & innovation approached from
an holistic customer perspective.
THE WHY
WHY IS CUSTOMER EXPERIENCE
DESIGN IMPORTANT?
DRILL.
INNOVATION OF THE DRILL.
?
DOES THIS REALLY STILL ADD VALUE?
BROADEN THE SCOPE.
upgradesadditional products
ease of useenergy usage
surroundings
…
…
…
…
…… charging
storing
BROADEN THE SCOPE.
YOURPRODUCT
additional products
context of use required resources
related activitiesother journey steps
….…
SO, WHY IS CUSTOMER EXPERIENCE DESIGN IMPORTANT?
From a customer perspective,
an (isolated) product is only
part of the answer.
Broaden the scope.
INSIGHT #1
ZILVER-CASE #1
EUROPCAR EXPERIENCE JOURNEY
EXERCISE #1
BROADEN THE SCOPE
3 products to choose from…
television bicycle lawnmower
10 minutes to broaden the scope 1 minute per group to present results & insights
television bicycle lawnmower
but wait…
there’s another reason why customer
experience design is important.
“People don’t want to buy a quarter-inch drill.
They want a quarter-inch hole.” Theodore Levitt, Harvard marketing professor
DRILL.
HOLE?
PHOTO ON A WALL.
MEMORY.
HOW DID WE GET FROM DRILLS TO MEMORIES?
We kept asking why.
We kept exploring our customer’s outcomes.something you want to
be able to do or feel.
THE SEMANTICS OF OUTCOMES.• an outcome is something you want to be able to do or feel.
• CD > spotify: “I want to listen to my music anywhere, anytime”
• Post > email: “I want to reach my grandmother instantly”
THE SEMANTICS OF OUTCOMES.
outcome (implicit, not product-related):
“I want to be reminded of the good times.”
needs (explicit, product-related):
“I need a drill.”
DEEPEN THE OUTCOMES.YOUR
PRODUCT
why…
why…
why…
why…
DEEPEN THE OUTCOMES.YOUR
PRODUCTown a drill
make a hole
hang a photo
keep a memory
SO, WHY IS CUSTOMER EXPERIENCE DESIGN IMPORTANT? (PART 2)
From a customer perspective, the product is
never the end goal.
Explore the outcomes.
INSIGHT #2
ZILVER-CASE #2
ATAG KITCHEN EXPERIENCE
EXERCISE #2
EXPLORE THE OUTCOMES.
3 products to choose from…
television bicycle lawnmower
10 minutes to explore the outcomes 1 minute per group to present the ‘ladder’ of outcomes and
alternatives you discovered
television bicycle lawnmower
BY COMBINING THESE TWO INSIGHTS:
Explore the outcomes.
INSIGHT #2
Broaden the scope.
INSIGHT #1
CUSTOMER EXPERIENCE MATRIX.YOUR
PRODUCT
WHY
WHY
WHY
WHATMORE
WHATMORE
WHATMORE
WHATMORE
WHATMORE
WHATMORE
deeper outcomes
broadened scope
broadened scope
CUSTOMER EXPERIENCE MATRIX.
#1
broaden
the scope
YOURPRODUCT
#2
deepen
the outcomes
How have other innovators done it…
YOURPRODUCT
WHY
WHY
WHY
WHATMORE
WHATMORE
WHATMORE
WHATMORE
WHATMORE
WHATMORE
deeper outcomes
broadened scope
broadened scope
YOURPRODUCT
WHY
WHY
WHY
WHATMORE
WHATMORE
WHATMORE
WHATMORE
WHATMORE
WHATMORE
deeper outcomes
broadened scope
broadened scope
YOURPRODUCT
WHY
WHY
WHY
WHATMORE
WHATMORE
WHATMORE
WHATMORE
WHATMORE
WHATMORE
deeper outcomes
broadened scope
broadened scope
YOURPRODUCT
WHY
WHY
WHY
WHATMORE
WHATMORE
WHATMORE
WHATMORE
WHATMORE
WHATMORE
deeper outcomes
broadened scope
broadened scope
SO WHY CUSTOMER EXPERIENCE DESIGN?
Because:
#1 an (isolated) product is never the complete answer.
#2 there are deeper outcomes your customer wants to achieve.
customer experience design gives you a broader and deeper
innovation scope.
discussion:
HOW CAN YOU APPLY THE LEARNINGS FROM
NESPRESSO, TESLA, NETFLIX & NIKE IN YOUR
COMPANY?
COFFEE BREAK ;-)
THE HOW.
HOW CAN WE INNOVATE & DESIGN
FOR CUSTOMER EXPERIENCE?
4 EXPERIENCE INNOVATION CAPABILITIES:• How can we understand what our customers really want?
• How can we find the focus that fits our brand & strategy?
• How can we design the right solutions for these outcomes?
• How can we implement the solutions smoothly?
UNDERSTAND
FOCUS
DESIGN
IMPLEMENT
Use the 4-leaf clover to design for customer experiences.
INSIGHT #3
EXERCISE #3
USING THE 4-LEAF-CLOVER-MODEL
discussion:
HOW DID IT GO?
DID THE TOOLS WORK?
DID YOU GET GOOD IDEAS?
discussion:
HOW CAN WE HELP YOU APPLY
THIS ON MONDAY?
BROADEN THE JOURNEY.
EXPLORE THE OUTCOMES.
USE THE 4-LEAF CLOVER MODEL.
THANK YOU :)