In the Customer Age design has become the business most powerful ally in the challenge to create and offer products and services that can provide superior quality experiences. More and more often we are invited to assume the leadership role in the projects we are involved in, bridging the request coming from all the stakeholders and from the users and follow the entire project life through an experience management approach. Experience centered design is thus becoming the new frontier that we, as design, are called to cross. So how design can assume the role of strategic partner in the daily experience management? I will present some real cases regarding big and complex projects in which we have played this role and the methods, tools and best practices that can be used in this delicate process.

1. Design Leadership and
Experience Management

2. Hi

3. We are in the customer age

4. today people want enriched
experiences that improve their life

5. experience drives business

6. Customers reward companies whose products
and services exceed their expectations.
Companies that address this shift by building
their business around a brand of listening and
working with customers become and stay
profitable over time.
− Forrester CX Reports 2013, Forbes CX 2012, Wolffolins Game Changers Report 2012

9. experience
drive business 40%purchasing
85%loyalty
Report “Customer Experience ROI” Forrester

10. We must create products and
services that arouse a great
end-to-end experience that
exceed people expectations.
The new goal

11. example
Shyp

12. Beautifull & seamless experience

13. Trusting & awareness

15. In the last
10 years,
Design-driven
companies
outperformed
the S&P 500
by 228%
Apple
Coca-Cola
Ford
Herman-Miller
IBM
Intuit
Newell-Rubbermaid
Nike
Procter & Gable
Starbucks
Starwood
Steelcase
Target
Walt Disney
Whirpool
...

17. Brand & language
design

18. Product
design

19. JOIN THE LOOP
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3241 4242 1242 4212
LUCA MASCARO 10/17
3241 4242 1242 4212
LUCA MASCARO 10/17
CVV
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CREATING THE
ACCOUNT
With a full name, an
email and a password
a basic user is created.
Loop now can
promote products and
services.
EXPOSING THE
ECOSYSTEM
The user now
understands that Loop
is an ecosystem of
useful services and
devices.
POPULATING
THE WALLET
The connection with
card providers let the
user to immediately
use the wallet.
CREATE THE
NEED
The wallet must be
valuable by itself, but
the interface should
remember what is
missing for the full
experience.
EASY ACCESS
Directly from the list
the user can access to
the most important
information of the
card. If the user paired
the card with his bank
account, also the card
balance is displayed.
HELP AND SELL
Why I need to use a
Fob? Help the user
could also be a good
upselling point
01. Welcome 02. Joining the Loop 04. Loop devices' first sight03. Retriving card data 05. Adopt the wallet 06. Use the wallet
The smartphone
is LoopReady?
Yes No
Interaction
design

20. Design & experience
research

21. Service & system
design

22. Strategic & business
design

23. The impact
of design
on the
experience
sign
print
symbols
lvl 1
Communication
brand
product
systems
lvl 2
Utility
service
ecosystems
information
interaction
lvl 3
Touchpoint
business
governement
process
policy
lvl 4
Strategy

24. the real big difference
understand and shape the
whole experience
design
systems
and services
deliver
touchpoint
deliver
touchpoint

25. Real cases where designers
have a new approach and new
roles inside the product team

27. experience
centered
design
Experience
management
Design
leadership

28. Experiences
• expected
• lived
• remembered
understand

29. Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
!

30. Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
! Change
• generate
• synthesize
define
!

31. Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
! Change
• generate
• synthesize
define
! Touchpoints
• products
• services
• systems
deliver
!

32. Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
! Change
• generate
• synthesize
define
! Touchpoints
• products
• services
• systems
deliver
!

33. new moments, practices and
tools for the team guided by
designers
experience management & design leadership

34. Leadership
Experience mapping

35. Management
Field research

36. Leadership
Co-design workshop

37. Leadership
Open design workshop

38. Leadership
Exploration workshop

39. Management
Design languages

40. Management
Envisioning and scenarios

41. Leadership
Manage the end-to-end value for the user

42. Management
Design pair

43. Management
Rapid prototyping and experiments

44. Leadership
Design review

45. Management
Agile testing

46. Leadership
Experience testing (validation)

47. Management
End-to-end quality check

48. How?

49. Start practicing this design
activities inside your team and
integrate design leaders in your
organization

50. Thank you
@lucamascaro
www.sketchin.ch