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 MARKET CUSTOMER PRODUCT 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 XD

@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 XD SD

@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 XD SD CX

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

@BennoLoewenberg XD SD CX UX

@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 Cumulative
Total Return 2007 – 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«

@BennoLoewenberg Source: Sam Weller Bloated feature sets render things unusable

@BennoLoewenberg Source: 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

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

@BennoLoewenberg Source: Benno Loewenberg … 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

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

@BennoLoewenberg 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

@BennoLoewenberg Source: Benno Loewenberg 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 !

@BennoLoewenberg Source: Victor Papanek

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

@BennoLoewenberg Source: Ted Goff

@BennoLoewenberg Source: dpa

@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.

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

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

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

@BennoLoewenberg Source: 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 Graphic: Benno Loewenberg WORK (E.
G. CONGNITIVE LOAD)

@BennoLoewenberg CUSTOMER EFFORD CompanyCustomer Graphic: Benno Loewenberg 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 IDEATE DEFINE PROTOTYPE VALIDATE Graphic: Benno Loewenberg Method Phases
DIVERGE DIVERGE CONVERGE DIVERGE CONVERGE

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

LAUNCH IDEATE BUILD LEARN 3 2 1 4 Product Cycle
Animated overview here: http://j.mp/2dDb4RY Graphic: Benno Loewenberg

MEASURE IDEATE BUILD LEARN 3 2 4 1 Established use
of Design Thinking & Lean Startup Animated overview here: http://j.mp/2dDb4RY Graphic: Benno Loewenberg

@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.

@BennoLoewenberg Source: 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.

@BennoLoewenberg Source: … Source: Effective UI

@BennoLoewenberg Source: … 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.

@BennoLoewenberg Source: Brandon Shauer

@BennoLoewenberg Source: … 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

Experience Design (english) #HSGStGallen

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