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Designing The Business Experience
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Our industry loves great design detail. Websites. Apps. Nuances. Dazzling our audience.
Great functional works of art. But what about our client experience?
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You already have a business experience.
Itâs the impression you made on your last client.
Itâs started with the promises you gave them.
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THE SIMILARITY between the promises you started with, and the product and service you
delivered.
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If you donât design your business experience, your clientâs experience of your business will
be dictated by your wavering energy
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First step is easy for freelancers, businesses, write it down, knapkin, get started.
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In 2002, I had just ended a series of bad relationships
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Then I met Amy. Friend, challenging, good ïŹt.
Why am I telling you this? Direct correlation to the ïŹrst step in designing the business
experience.
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My ïŹrst start in business was littered with the same failed relationships. I had clients who I
was sick of, and some who were sick of me.
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Story time. Has anyone ever sat down to listen to your real story? Your heart?
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Really a good time where someone listened to you.
Iâm NOT talking blurting the story about that tryst you had with the belgian blonde at the bar.
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THIS belgian blonde. Just like you need this story telling time.
Youâre client needs youâre listening. The more you know them, their strengths, preferences,
weaknesses, and preferred future, the better decisions youâll make for them.
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Youâve laid the foundation for deïŹning what you do. Now itâs time to know HOW you do it.
Planning your project process is crucial. Itâs the stuff that happens while youâre juggling
everything else.
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Planning your project process is crucial. Itâs the stuff that happens while youâre juggling
everything else.
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After the RFP. Lazy registration. Give them a product they can get their hands on. Welcome
them.
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How you handle this interaction deïŹnes how you are viewed by this business and their peers.
Wufoo cancellation, E-Music. /// Thanks! Weâll earn it.
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BOOM! Every project has conïŹict. If you donât see it, youâre blind. Plan to deal with it and
youâll ïŹnd your client feels the peace of being taken care of. Donât depend on your natural
abilities.
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Booyah! The projectâs over, Iâm outta here! -- or not.
Plan to see the project through. Celebration is a great way to seal the project. Good
marketing.
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A great meal. Meat, Veggies, a bread, and maybe some sauce to tie it all together. Youâre
good, thatâs really good. But could it be better?
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Oh, wow, throw in a ïŹne belgian ale. Nuance and care. Joy and surprise. Mechanic story.
Capital One story. Starbucks. Papa at Old Chicagoâs. New Belgium with environmental stuff.
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Itâs your job to seek these out and hunt them down. You and your client can feast on them
together.
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Overview. We think through design and function so carefully. Itâs time to take care of our
clients and design the business experience.
Progressive enhancement.