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
2. ERIC FOLGER design principal
3. A disconnected AUDIENCE . . .
4. I DON’T KNOW Who you are What you care about What might please you
5. How can I know my audience?
6. Scout the location...
7. Meet people like you...
8. View every great TED talk ever made
9. Not having you can’t connect Doesn’t mean a direct connection . . .
10. HOW DO I find some PEOPLE? 1.
11. Recruitment agencies
12. Go where your customers are
13. Family & friends
14. EMPATHY See. Listen. Learn. 2. Gain
15. Natural inquiry
16. Observation
17. Contextual inquiry
18. DO THE WORK 3. let them for you
19. Camera studies
22. Work with YOUR NETWORK not against them 4.
23. Customer panels Customer panels
24. Collaborative design
25. Concept generation
26. Share outcomes
28. Open up AN HONEST 5. dialogue
31. DOG FOOD own your E A T 6.
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
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