CUSTOMER EXPERIENCE DESIGN CUSTOMER EXPERIENCE DESIGN

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2 02 03 FIFTH QUADRANT Established in 1998, Fifth Quadrant is a Management Consultancy and Analyst Organisation specialising in: METHODOLOGIES USED CUSTOMER EXPERIENCE STRATEGY CUSTOMER EXPERIENCE RESEARCH CUSTOMER EXPERIENCE DESIGN Customer Experience Design utilises the following techniques: Co-creation - is an important methodology in delivering outstanding and differentiated Customer Experiences. Co-creation helps organisations to see the experiences that customers really want by collaborating with customers to design products and services thus avoiding investment in experiences that the organisation only thinks that customers want. Future scenario planning - is used to design experiences where future change drivers will play an important role in shaping the environment and the future needs of customers. Scenarios may be developed following an assessment that covers Social, Political, Economic, Cultural, Technological, Aesthetic, Customer, Legal, Environmental and Sectoral factors. Customer experience design is a methodology that combines design techniques, research and systems thinking, enabling customer insights to be translated into innovative and differentiated products, services and business models. It identifies customer pain points and opportunities to solve customer problems. It may provide solutions for fixing your current customer experience or it may be used to design a new and differentiated experience for the future. Customer Experience Design is about creating valuable and memorable experiences for your customers. By using Customer Experience Design techniques you are assured that the experience is driven by deep customer insights and that it will address your customers articulated and unarticulated needs. Customer Experience Design is the process of unlocking the value for your customers. Customer Experience Design may be used to improve the experience for customers, stakeholders, intermediaries, vendors, partners and employees. Most commonly it is used to design experiences for customers. The experience may be organisation wide or focus on a particular channel, product or touch point where the person interacts with the organisation. Design thinking - is a human-centred, prototype-driven process for innovation that can be applied to product, service, and business process design. It incorporates the key stages of empathise, define, ideate, prototype and test. Customer research - The foundations of all good Customer Experience Design programmes are underpinned with customer research and deep customer insights. Customer research may include qualitative, quantitative, ethnographic and other research methods. FIFTH QUADRANT S APPROACH TO CUSTOMER EXERIENCE DESIGN When approaching a Customer Experience Design project Fifth Quadrant develops a tailored approach to fit the challenges and goals faced by our clients. Fifth Quadrant s consultants combine their skills in human centred design, research, data analytics, technical expertise, business strategy, future thinking and operational knowledge to design experiences that can be operationalised and are measurable for the value they provide to both customers and the organisation.

3 04 05 RESEARCH TECHNIQUES USED RESEARCH TECHNIQUES USED Fifth Quadrant uses both quantitative and qualitative research and evidence in the design of customer experiences. Ethnography is a form of qualitative research often used by anthropologists and sociologists. It explores the point of view of the customer within the context of their environment. Research activities may involve participant observation, field notes and interviews. Contextual inquiries allow the researcher to observe customers within the context of their natural environment. By observing the customer complete certain tasks the researcher may gain a detailed understanding of the steps a customer takes, the artifacts they generate or use to complete the task and other interactions that may take place in the course of their activity that are not with the organisation but relevant to the customer s goals. Open ended questions in the form of a discussion reveal deeper and broader insights. Contextual inquiries allow researchers to record the customer s tacit knowledge, which is not likely to be captured through more traditional research methods. These deeper insights unlock a greater range of opportunities for an organisation to meet their customers needs. Customer storytelling (CustomerStories ) gives the customer freedom to narrate an experience in their own words and as they saw it. Narrative and Story Telling methodologies are employed. This innovative approach provides a deeper understanding of the customer s experience, without the organisation imposing their story on the customer, providing unbiased customer guidance for future state customer experience. By capturing these stories, organisations can discover breakthrough insights. Cultural probes is a user research methodology that involves participants collecting the data by themselves, on their own. The reporting tasks set for participants are designed to be engaging and elicit inspirational responses. For example, scrapbooks, glue and digital photos can be used to help participants to express themselves. Customer journals are also another reporting task used in cultural probes. Customer journals are completed by research participants over what is typically a long period of time. They are often structured diaries prompting the participant for certain information around their interactions with an organisation or based on a particular scenario. By collecting data over a period of time, the same participants may be tracked and differences observed in their needs, expectations and emotions over the time period. The information collected in the Customer Journals may be used to prompt further questions by the researcher to gain a deeper understanding of the customer s experience throughout their journey. Big data insights - Big data is defined as identifying, ingesting and deciphering relevant customer information by contextualising large datasets of varying types and from different sources. Big data insights reveal new and relevant customer information beyond just their interactions with an organisation which can be used to inform the future state customer experience.

4 06 07 OUTPUTS OF TOOL USED Fifth Quadrant uses the following specific Customer Experience Design Tools: Personas represent a cluster of customers who exhibit similar behavioural patterns in their purchasing decisions, use of technology or products, customer service preferences, lifestyle choices, and the like. Behaviours, attitudes and motivations are common to a type regardless of age, gender, education, and other typical demographics. Personas may include behaviours, needs, wants, pain points, demographic data and cultural background based on a particular archetype. They provide designers and stakeholders with an understanding of who they are designing for and can be used as a reference point for deciding if their ideas will best serve the customer. Storyboards bring to life design ideas and the customer s experience through illustrations put together in a narrative sequence. Eco-system maps provide a clear view of the stakeholders and other parties understood to be part of the organisation s internal ecosystem as well as those outside of the organisation such as distribution channels, direct suppliers and associations. Eco-system maps help us to understand the key relationships and resources in an organisation s value chain and to identify vulnerabilities and undervalued relationships. The parties commonly identified in an eco-system map are customers, communities, partners, suppliers, vendors, related service organisations, makers of related products, competitors, associations, unions, government agencies, regulatory bodies and resource pools. Stakeholder maps are an analysis tool that identifies stakeholders and applies the most appropriate lens for understanding how to engage the different stakeholders and what their interests are in the project. At Fifth Quadrant we believe in bringing strategy to life through creatively designed outputs that are clear and engaging for all stakeholders. 1. VISION CREATION A Vision is a visual depiction of the future state customer experience. It may include a shift in customer perceptions, an articulated Customer Value Proposition and new markets, products, service models, channels, touchpoints, pricing and business models as well as the desired end goal. 2. CUSTOMER JOURNEY MAPS Customer journey maps describe the journey of a customer by representing the different channels and touchpoints they use to interact with an organisation in a, typically, grid-like visual design. The interactions are depicted step-by-step and also indicate what the emotions of the customer are along the journey. Customer journey maps are useful tools in identifying the gaps in the current experience from the customer s point of view and in designing the ideal future experience. 3. CUSTOMER BLUEPRINTS A blueprint builds on a customer journey map by describing the back stage processes, systems and technology to support the customer experience. It is an operational tool that informs the development of an implementation roadmap for the future state customer experience.

5 08 09 Fifth Quadrant s services include: NOTES

6 If you are interested in using Co-creation for better customer experience outcomes, please contact us: Level 11, 100 Miller Street North Sydney NSW

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