Experience Design (english) #HSGStGallen

@BennoLoewenberg
EXPERIENCE DESIGN
ST. GALLEN UNIVERSITY
NOVEMBER 2, 2016
@BENNOLOEWENBERG

Source: Ana Domp
Where is the
emergency room ?
(»Urgencias«)

@BennoLoewenberg
CLOSE YOUR EYES …
… think about the last time you had
a remarkably good experience
with a product or service.
What made it so great ?

@BennoLoewenberg
BUSINESS MARKETCUSTOMERPRODUCT CX
Graphic: Benno Loewenberg
Context & Focus
Value &
interactions

@BennoLoewenberg
»DON’T BUILD A PRODUCT
BUILD A TRANSLATOR «

@BennoLoewenberg
PRODUCT-MARKET-FIT
Product optimization and development of services
that enhance product usefulness and attractiveness
to gain or sustain competitive edge and value.
& Service-Customer-Fit

@BennoLoewenberg@BennoLoewenberg
STRATEGIC DESIGN
Turning complex contents and functions
into understandable, usable and appealing solutions.
Shaping the details, that are most crucial for success.

@BennoLoewenberg
Effectively solving business problems by design
that makes peoples lives and work easier.
BUSINESS FACILIATION

@BennoLoewenberg
»YOU CANNOT
DESIGN EXPERIENCES«

@BennoLoewenberg
DESIGN FOR EXPERIENCES
You can support good experiences
by providing service through solutions designed
to make customers feel smarter and to keep their flow.

@BennoLoewenberg
NICE TO HAVE ?
Design and services have long been regarded
as commodities in which is wasn’t worth investing.
Now there is an increasing need to gain capability
of being differentiated and to meet customer
expectations through design.

@BennoLoewenberg
INTEGRAL PART !
Rather than just visual decoration,
design is creative problem solving
baked in right from the beginning
to strategically shape solutions.

@BennoLoewenberg
EXPERIENCE DESIGN (XD)
Shaping products, services, product-service-systems
(PSS), journeys across multiple channels, environments
and events, that contribute positively to the human
experience in a broader context (aka »life«).
It combines expertise and methods from many fields:

@BennoLoewenberg
SERVICE DESIGN (SD)
Shaping service offerings around customers
to provide value e. g. by improving products
to meet increased customer expectations or
by making the changes driven by digitalization
customer friendly.

@BennoLoewenberg
CUSTOMER EXPERIENCE (CX)
Shaping the interactions between a customer
and a business during their commercial
relationship (incl. the sales funnel).

@BennoLoewenberg
USER EXPERIENCE (UX)
Shaping contents und functions to provide value
for the context in which a (digital) touch point
of a product or service is used.

@BennoLoewenberg
XD SD CX UX U

@BennoLoewenberg
USABILITY (U)
Shaping e. g. user interfaces for they become
usable and understandable.

@BennoLoewenberg
XD SD CX UX U UI

@BennoLoewenberg
USER INTERFACE (UI) DESIGN
Designing (digital) user interfaces visually
and/or acoustically.
Based on the affordances of all before mentioned
areas of expertise !

@BennoLoewenberg
»BETTER DESIGN =
BETTER BUSINESS«
Source: Benno Loewenberg aft. Thomas J. Watson Jr.

@BennoLoewenberg
CUSTOMER CENTRICITY
Focus on those you want to make money with.
All parts of your business need to contribute to that.
Together. All the time.

USER PERSPECTIVE
1. What is this ?
2. Do I trust you ?
3. What are you offering me ?
4. How do I get it ?
(IF it passed the ›moment of truth‹ positively)
Source: Seth Godin

@BennoLoewenberg
CUSTOMER:
DESIRABLITY
BUSINESS:
VIALBILITY
TECHNOLOGY:
FEASIBILITY

@BennoLoewenberg
DO THEY
WANT THIS ?
SHOULD WE
DO THIS ?
CAN WE
DO THIS ?
Most valuable design

@BennoLoewenberg
$ 10.000
$ 17.500
Jun. 2003 Dec. 2013
S&P INDEX
DESIGN VALUE INDEX
$ 39.900
228%
Graphic: DMI – Design Value Index

@BennoLoewenberg
28 %
CX Laggards
72 %
S&P 500
CumulativeTotalReturn2007–2014
108 %
CX Leaders
Source: Watermark CX ROI / Forrster CX Index

@BennoLoewenberg
VALUE CALCULATOR VALUE
Source: SAP – UX Value Calculator

@BennoLoewenberg
»SUFFERING FROM FEATURITIS
AND USER BLINDNESS«

@BennoLoewenbergSource: Sam Weller
Bloated feature sets
render things unusable

@BennoLoewenbergSource: CultOfMac
Refocus on basic needs
& actual usage context

@BennoLoewenberg
DON’T LOVE THE SOLUTION
»Success is not delivering a feature;
success is learning how to solve the customers problem«
Source: Mark Cook

@BennoLoewenbergSource: Benno Loewenberg
Instead extending a feature
beyond actual usage …

… integrating solutions
customers really need

@BennoLoewenberg
THE USER PERSPECTIVE COUNTS
»Talk to your users –
build and test for actual users and for real context of use«
(friends, family and colleagues are not your users)

@BennoLoewenberg
Once a game changer …

@BennoLoewenberg
… now coming up with such

@BennoLoewenberg
DETAILS MAKE OR BREAK IT
»The details are not the details. They make the design «
»Good design makes a product understandable
and is thorough down to the last detail «
Source: Charles Eames & Dieter Rams

Insufficient data transfer
from online to hotel
forces repetition
Source: Benno Loewenberg

Crappy pens can deteriorate
an entire service experience

@BennoLoewenberg
EDGE CASES ARE THE NORM
»Real customers often struggle with ›simple‹ details;
your solution must cover those scenarios
or it will fail for them most of the time.«

@BennoLoewenberg
excellent physical design
+ poorly designed software
= very limited product use

Marketing campaign fail:
extremely bad entry forms
and no response at all

@BennoLoewenberg
AVARENESS
One of the main reasons why products or services
and startups fail is not knowing the own customers.
(no market need, poor solution, ignored customers)
Source: CBinsights et. al.

@BennoLoewenberg
ATTITUDE
The customer is not disturbing us in our work.
It is all about him.
The customer does not depend on us.
We are depending on him.
Source: Aristide Boucicaut
Customer-centricity lead to
multi-million francs success
already 150 years ago !

@BennoLoewenbergSource: Victor Papanek

@BennoLoewenberg
»A BAD SERVICE DIGITALISED,
STILL IS A BAD SERVICE«
Source: Benno Loewenberg aft. Andreas Koch

@BennoLoewenbergSource: Ted Goff

@BennoLoewenberg
Design is a cost.
To leverage design successfully in tech, don’t spray design on at the end.
B E G I N N I N G M I D D L E E N D
D E S I G N AT T H E V E RY E N D
( o r “ C O S M E T I C S U R G E RY ” )
D E S I G N A S “ B A K E D - I N ”
$
$ $ $ $
DES I GN
Start with design, rather than just end with it.
an investment.
Source: @kpcb @johnmaeda @wsj #DesignInTech
http://blogs.wsj.com/accelerators/2014/02/21/john-maeda-three-principles-for-using-design-successfully/
13
Source: John Maeda

@BennoLoewenberg
DESIGN SKILLS
Big tech companies and consultancies
acquire complete design agencies at large scale,
set customer-centricity as top priority,
and establish their own set of tools and methods for it.

@BennoLoewenbergSource: John Deere – InSight
From tractors to
360° farming services

@BennoLoewenberg
BEISPIEL
Source: Benno LoewenbergSource: Wired – Disney MagicBand
Personalised services
as playful experience

@BennoLoewenbergSource: atlassian
Replacing middle management
with the help of digital tools

@BennoLoewenbergSource: Slashgear
First successful of its kind
because delivering use
through contents

@BennoLoewenberg
AirBnB, Alibaba,
Facebook, Uber
are digital
service
platforms
Source: St. Galler Tagblatt Nov. 2. 2016

@BennoLoewenberg
PERCEPTION SHIFT
Products become physical instances of services.

@BennoLoewenberg
»DON’T MAKE CUSTOMERS HAPPY,
MAKE HAPPY CUSTOMERS«
Source: Dharmesh Shah

@BennoLoewenberg
EXPERIENCED DESIGN
Look at your customers ›needs‹ rather than their ›wants‹.
Knowledge needed about what and how to shape
for supporting excellent customer experiences.

@BennoLoewenberg
CUSTOMER EFFORD
CompanyCustomer
WORK (E. G. CONGNITIVE LOAD)

@BennoLoewenberg
CUSTOMER EFFORD
CompanyCustomer
WORK (E. G. CONGNITIVE LOAD)
Customer willingness
to use product

Source: Corey Stern
COMPONENTS A multi-disciplinary,
holistic approach

@BennoLoewenberg
BEYOND SILOS
It is about customer value:
and many expertises are needed
to address and serve this successfully.
Therefore a multi-disciplinary approach
across all departments is needed.

@BennoLoewenberg
Only possible, when ALL
departments work together

@BennoLoewenberg
THE RIGHT MIND-SET-UP
+ Innovation comes from anywhere
+ Focus on the customer
+ Ship and iterate (don’t die in perfection)
+ Give employees 20 percent time (tinkering fosters ideation)
+ Default to open processes
+ Have a mission that matters (as overall guideline)
Source: Google – Core Principles of Innovation

@BennoLoewenberg
»TO DESIGN SIMPLY
YOU NEED TO UNDERSTAND DEEPLY«
Source: unknown

@BennoLoewenberg
DESIGN THINKING
A way to realize innovation. It`s all about human centered-
ness, hands-on approach, iteration and learning.
Especially suitable for establishing new business models,
idea-boost from outside, challenging current structures
and developing new product and service prototypes.
Source: Design Thinking @ University of St. Gallen

UNDERSTAND IDEATEDEFINE PROTOTYPE VALIDATE
Method Phases
DIVERGE
DIVERGE
CONVERGE
DIVERGE CONVERGE

Phases as Microcyle
Source: Design Thinking @ University of St. Gallen

LAUNCHIDEATE
BUILD
LEARN
3
2
1
4
Product Cycle
Animated overview here:
http://j.mp/2dDb4RY

MEASUREIDEATE
BUILD
LEARN
3
2
4
1
Established use of
Design Thinking
Lean Startup
Animated overview here:
http://j.mp/2dDb4RY

@BennoLoewenberg
DESIGN DOING
Turning design thinking into real solutions
with the help of experience and service design.
Becoming a design-driven company by making the
mind-set, processes and tools part of the company culture.

@BennoLoewenbergSource: NNGroup – UX Maturity Model
CUSTOMER-DRIVEN
CORPORATION
INITIAL (0)
PROFESSIONAL
DISCIPLINE
MANAGED
INTEGRATED UX
DEDICATED
BUGET
SYSTEMATIC
PROCESS
CORPORATE
COMMITMENT

@BennoLoewenberg
»INSIGHT ABOUT USERS IS NOT A NUISANCE,
IT’S A STRATEGIC OPPORTUNITY.«
Source: Scott Berkun

@BennoLoewenberg
CUSTOMER JOURNEY MAP
Diagramming the elements of a customer experience
path from the customer’s point of view.
The area of interest and intended use of the CJM
determines what is included:

@BennoLoewenberg
EXPERIENCE MAP
Including the emotional state of a human
in the context of his wider life,
to analyse his general experience.
For analysing the actual state to reveal insights
by identifying threats and opportunities.

@BennoLoewenbergSource: …Source: Effective UI

@BennoLoewenbergSource: …Source: Jim Tincher

@BennoLoewenberg
SERVICE BLUEPRINT
With layers added for the business side
behind the touch points, that is invisible to the customer.
Suitable for diagnosis, improvement and management
of existing as well as for envisioning and planning
of future service offerings.

@BennoLoewenbergSource: Brandon Shauer

@BennoLoewenbergSource: …Source: Andy Polaine

@BennoLoewenberg
APPLICATION
CJM is a tool to communicate (strategic) insights
and ideas for common understanding and
decision making.
It helps determining what to measure and analyse
as well as what actions need to be taken in order
to put an appropriate solution into real.

@BennoLoewenberg
»EXPERIENCE DESIGN IS
A FULL-CONTACT SPORT«
Source: James Kalbach

@BennoLoewenberg
PUT ONESELF IN THE CLIENT
Avoid stupid ideas and bad customer experiences
through taking the user’s perspective
and his context into account.

@BennoLoewenberg
ALL IN THE SAME BOAT
Since customers do not care about inner structures
of companies and regard every outcome as from
one entity (the brand), all departments have
to work together for successful outcome.

@BennoLoewenberg
TAKING THE PULSE
Any experience design measure never is a one-off !
The value lies in using e. g. CJMs repeatingly to
adjust to the changing business conditions.

@BennoLoewenberg
»THEY DON’T WANT A ¼” DRILL,
THEY WANT A ¼” HOLE«
Source: Benno Loewenberg aft. Theodore Levitt

@BennoLoewenberg
CRUICIAL SUCCESS FACTOR
+ Experience Design is Customer Service
+ Experience Design is Product Quality
+ Experience Design is Branding
+ Experience Design is Trust
It is a means for business to stay viable !

@BennoLoewenberg
BENNOLOEWENBERG
LINKEDIN / XING / TWITTER
@

Experience Design (english) #HSGStGallen

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