How to design a customer experience with no direct connection to your customer

Designing an engaging experience for anyone is challenging enough for most organisations, but how might companies ensure a delightful outcome when they don't have, or aren't given access, to their end customers?

Organisations that work through intermediaries, partnerships, brokers, or distribution networks struggle to connect to customers in meaningful ways. But do they even need direct end-user access to design engaging experiences?

Encouragingly, there are ways to accommodate not having a one-to-one relationship with customers. We'll explore how to gain insight to end-customers' experiences and articulate it effectively for all stakeholders.

Transcript

1. REQUIRED
   DESIGN
   EXPERIENCE
   ACCESS
   NO
   

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2. ERIC FOLGER
   design principal
   

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3. A
   disconnected
   AUDIENCE
   . . .
   

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4. I DON’T KNOW
   Who you are
   What you care about
   What might please you
   

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5. How can I know my audience?
   

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6. Scout the location...
   

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7. Meet people like you...
   

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8. View every great TED talk ever made
   

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9. Not having
   you can’t connect
   Doesn’t mean
   a direct connection
   . . .
   

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10. HOW DO I
    find some
    PEOPLE?
    1.
    

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11. Recruitment agencies
    

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12. Go where your customers are
    

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13. Family & friends
    

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14. EMPATHY
    See. Listen. Learn.
    2.
    Gain
    

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15. Natural inquiry
    

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16. Observation
    

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17. Contextual inquiry
    

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18. DO THE WORK
    3.
    let them
    for you
    

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19. Camera studies
    

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22. Work with
    YOUR NETWORK
    not against them
    4.
    

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23. Customer panels
    Customer panels
    

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24. Collaborative design
    

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25. Concept generation
    

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26. Share outcomes
    

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28. Open up
    AN HONEST
    5.
    dialogue
    

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31. DOG FOOD
    own
    your
    E A T
    6.
    

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34. > Be a customer to your own experience
    > Let your network and your customers help you
    > Articulate your findings to your stakeholders
    > Make your partners look like rockstars
    Final thoughts
    

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35. ERIC FOLGER
    eric_folger@amp.com.au
    Image credit
    Page 11 CC-BY Stitch
    Source http://www.flickr.com/photos/stitch/1753458/sizes/o/in/photostream
    

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