Beyond technique and process

by Kat Hardisty and Alix Vale

We will be exploring the role of customer experience in projects, and how those involved in creating customer experiences can add value beyond providing design input and research. This isn’t about specific tools, techniques and methodologies but about taking others on the journey and ensuring they share ownership of the customer experience. Using examples from our involvement in creating a new customer experience in a retail environment for two of New Zealand’s most iconic brands, New Zealand Post and Kiwibank, we will talk about what worked for us (or didn’t) and what we learnt along the way.

Transcript

1. A TALE OF TRANSFORMATION by Alix Vale & Kat Hardisty UX New Zealand 08.Nov.13
2. Hi, I’m Kat
3. What’s the problem? Why’s it a problem? ! SO… WHERE TO START?
4. THE STARTING POINT
5. THE THEORY BIT
6. FINDING THE ANSWER
7. THE FIRST PHASE
10. THE KAPITI TRIAL
11. LOOKING WIDER What else is going on? Grouping and sharing Maintaining relationships !
12. Hi, I’m Alix
13. Justin Rheinfrank “Designers can’t create the experience. They can only design the conditions in which the experience occurs.”
14. OUR PROTOTYPE BRANCH
15. TESTING THE DESIGN
16. LEARNING WHAT WORKED
17. TWO CHALLENGES Alignment across the programme Support our people to deliver ! ! !
18. Jamin Hegeman “It’s hard to show a service experience”
19. WHY STORIES? Connect to human emotion Keep the real-world context All about experiences ! !
20. PROTOYPING SERVICE EXPERIENCE
21. The Hitchhiker’s Guide to the Galaxy “Don’t panic”
22. “…Helen left me a note that you have a meeting after this, so I'll make sure we get finished in plenty of time for that.” Justin says as they go into the office and get settled. ! He talks to Tim about what he's looking for and takes him through his various options…
23. ACTING OUT STORIES
26. TRAINING A.K.A PLAY TIME
29. IT’S ALL ABOUT THE PEOPLE Recruit the right attitude Train to deliver experiences Support and empower to own ! ! !
30. ONGOING ENCOURAGEMENT Experience rather than sales Reward behaviours It's wider than the front line ! ! !
31. DID IT SUCCEED? First reactions Embedded impact Change in complaints ! ! !
32. Customer comments before “I was there at lunch time and the que was long and not all counters were open” ! “reduce waiting time - waited in the queue 7 minutes” ! “More staff on counter. The Q is always very long.”
33. Customer comments after “When asking for information the staff member had to ask someone else for location of it” ! “Develop the lounge concept with online financial calculators at hand” ! “may need a little more bench space in the post shop”
34. IT AIN’T OVER YET Review Keep listening It’s not a break-up
35. FINAL THOUGHTS It’s not just about customers There’s not only our project Take everyone on the journey It ain’t ever finished. Like ever ! !