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
   

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2. Hi, I’m Kat
   

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3. What’s the problem?
   Why’s it a problem?
   !
   SO…
   WHERE TO START?
   

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4. THE
   STARTING
   POINT
   

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5. THE
   THEORY
   BIT
   

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6. FINDING
   THE
   ANSWER
   

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7. THE
   FIRST
   PHASE
   

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10. THE
    KAPITI
    TRIAL
    

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11. LOOKING
    WIDER
    What else is going on?
    Grouping and sharing
    Maintaining relationships
    !
    

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12. Hi, I’m Alix
    

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13. Justin Rheinfrank
    “Designers can’t create the experience.
    They can only design the conditions in
    which the experience occurs.”
    

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14. OUR
    PROTOTYPE
    BRANCH
    

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15. TESTING
    THE
    DESIGN
    

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16. LEARNING
    WHAT
    WORKED
    

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17. TWO
    CHALLENGES
    Alignment across the programme
    Support our people to deliver
    !
    !
    !
    

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18. Jamin Hegeman
    “It’s hard to show a service experience”
    

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19. WHY
    STORIES?
    Connect to human emotion
    Keep the real-world context
    All about experiences
    !
    !
    

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20. PROTOYPING
    SERVICE
    EXPERIENCE
    

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21. The Hitchhiker’s Guide to the Galaxy
    “Don’t panic”
    

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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…
    

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23. ACTING
    OUT
    STORIES
    

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26. TRAINING
    A.K.A
    PLAY TIME
    

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29. IT’S ALL
    ABOUT THE PEOPLE
    Recruit the right attitude
    Train to deliver experiences
    Support and empower to own
    !
    !
    !
    

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30. ONGOING
    ENCOURAGEMENT
    Experience rather than sales
    Reward behaviours
    It's wider than the front line
    !
    !
    !
    

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31. DID IT
    SUCCEED?
    First reactions
    Embedded impact
    Change in complaints
    !
    !
    !
    

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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.”
    

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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”
    

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34. IT AIN’T
    OVER YET
    Review
    Keep listening
    It’s not a break-up
    

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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
    !
    !
    

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