In the Customer Age, Design has become the business most powerful ally in the challenge to create and offer products/services that can provide superior quality experiences. We are often invited to assume a partnership role with product managers/owners in most of our projects, bridging the requests coming from stakeholders and users and following the entire project life through an experience management approach. Experience Centered Design is thus becoming the new frontier that we, as designers, are called to cross. So how design can assume the role of a 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 agile methods, tools and best practices that can be used in such a delicate process.

1. Fitting
Expectations

2. smart, strategic, design firm
that works on global experiences

5. We are in the customer age

6. today people want enriched
experiences that improve their life

7. experience drives business

8. 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. Today, a new level
of expectation

12. technology pushing

13. competition

14. Past Now Soon Tomorrow Future
Technological
opportunities
Customer
expectations
Product / Service
innovation
Web
Mobile
SMAC
Robotics
Artificial
intelligence

15. Past Now Soon Tomorrow Future
Technological
opportunities
Customer
expectations
Product / Service
innovation
Web
Mobile
SMAC
Robotics
Artificial
intelligence
Space of competition

16. The challenge

17. continuously fit
Needs and Expectations

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

20. Experience
and design

22. Brand & language
design

23. Product
design

24. JOIN THE LOOP
LOGIN
APPLICATION VALUE
PROPOSITION
JOIN THE LOOP
PAIR A DEVICE
WALLET
ADD
DO YOU WANT
TO PAY WITH
LOOP?
FOR YOUR
SECURITY WE NEED
TO VERIFY YOUR
IDENTITY
NOT NOW
YES
LET’S GO
YOU’LL NED A LOOP DEVICE
FULL NAME
E-MAIL
PASSWORD
FOB
CHARGE CASE
BUY ONE
BILLING ADDRESS
ADDRESS
CITY
STATE
1. BILLING ADDRESS
2. SSN NUMBER
3. SSN VERIFY
PAIRING
FLOW
CONGRATS!
YOU SYNCED
ALL YOUR DEVICES
NOW YOU ARE
SKIP THIS
ENTER MANUALLY
WHY I NEED THE FOB?
DOWNLOAD CARDS
FROM YOUR BANK
BANK NAME
BANK NAME
CARD
DOWNLOAD
FLOW
CONGRATS!
YOU ADDED
3 CARDS TO
YOUR WALLET.
SKIP THIS
BANK NAME
ALL
CARD NAME
ADD THE FIRST
CARD TO YOUR
WALLET
ADD
ENTER MANUALLY
TAKE A PHOTO
NO DEVICE ATTACHED
YOUR CARDS
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
3241 4242 1242 4212
LUCA MASCARO 10/17
3241 4242 1242 4212
LUCA MASCARO 10/17
CVV
TEL
EXPIRE
652
(023) 323-421
10/17
TAP TO PAY
TAP TO PAY
320$ LEFT
320$ LEFT 121 POINTS
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

25. Design & experience
research

26. Service & system
design

27. Strategic & business
design

29. 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
...

30. 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

31. The competition
of the fittest

32. Design and designers
can face this new challenges

33. Product owner
Today

34. Strategic / Service
designers
Tomorrow
Product owner

35. Product / Service
thinking
Tomorrow
Product
management

36. Quality
perception
Tomorrow
Business
perception

37. curating the end to end experience

38. How we can design
for continuously
evolve experience?

39. experience
centered
design
design
culture

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

41. Experience first, over time
Focus first on what expected and
perceived value we want arouse during
the end-to-end experience more than
trend, context or needs.
Philosophy

42. experience
centered design

43. Experiences
• expected
• lived
• remembered
understand

44. Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
›

45. Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
› Change
• generate
• synthesize
define
›

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

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

48. incomplete imperfect impermanent
how to design products and services

49. robust scalable resilient
how to think products and services

50. the real big difference
understand and shape the
whole experience
over time
continuously
design
systems
and services
(vision)
evolve
touchpoint
evolve
touchpoint

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

52. Leadership
Experience mapping

53. Management
Field research

54. Leadership
Co-design workshop

55. Leadership
Open design workshop

56. Leadership
Exploration workshop

57. Management
Design languages

58. Management
Envisioning and scenarios

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

60. Management
Design pair

61. Management
Rapid prototyping and experiments

62. Leadership
Design review

63. Management
Agile testing

64. Leadership
Experience testing (validation)

65. Management
End-to-end quality check

66. Start thinking about what is the
experience that people are living
interacting with your products
and services, and how to evolve
exceeding their expectations
over time.

67. This is a new perspective on
design that you can integrate
into your practice starting from
today.

68. Shoot!
@lucamascaro
www.sketchin.ch