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Creating
Customer Experience
Design
@codyl // modeeffect.com // #dsd14
Cody Landefeld
Managing Director at Mode Effect
!
12+ YEARS IN DESIGN/WEB
@codyl // modeeffect.com // #dsd14
User Experience is not
just for design.
It’s for customers.
@codyl // modeeffect.com // #dsd14
5 Benchmarks for effective
Customer Experience Design
@codyl // modeeffect.com // #dsd14
1. Consistency
User-friendly interfaces with style and
appearance. Define a set of standards for
product and service “consistency.”
@codyl // modeeffect.com // #dsd14
Challenges
• Responsive / Adaptive Design (Defining the
right approach depending on data/content)

• Following aesthetic trends (flat design marks
challenges on conversion elements)
@codyl // modeeffect.com // #dsd14
2. Observation
Frame the experience design in context with
of your customers’ actual goals. Asking what
they want isn’t always helpful.
@codyl // modeeffect.com // #dsd14
Challenges
• Scope is too small for actual/effective
testing.

• Client is unwilling to trust us to provide the

right approach.
@codyl // modeeffect.com // #dsd14
3. Storytelling
Create better imageries, emotions, and
understanding through sharing of stories
with your customer communities.
@codyl // modeeffect.com // #dsd14
Challenges
• Relating user experience guidance with
stories.

• Content. NEED more content!
@codyl // modeeffect.com // #dsd14
3. Expectation Effect
Expectations affect perceptions and behavior.
Expectation management should be a
key component of the design process.
@codyl // modeeffect.com // #dsd14
Challenges
• Developing clearer goals for users.

• Spending more time to create more guided

paths in the User Experience process.
@codyl // modeeffect.com // #dsd14
4. Exposure Effect
Find the best stimuli to repeatedly present.
The strongest types of stimuli to consider are
photos and meaningful phrases.
@codyl // modeeffect.com // #dsd14
Challenges
• Defining the scope and content your
customer needs.

• AGAIN! Content. NEED more content!
@codyl // modeeffect.com // #dsd14
5. Hick’s Law
The time required for a customer to make a
decision is a direct function of the number
of available choices.
@codyl // modeeffect.com // #dsd14
What did we learn?

1. 5 Benchmarks for Customer Experience 

Design.
2. Challenges we face when working with 

clients.
3. User Experience is essential to 

conversion.
!
@codyl // modeeffect.com // #dsd14
What are we missing?
@codyl // modeeffect.com // #dsd14
A few resources…

• Why User Experience Cannot Be Designed

• Empathy Requires Experience
@codyl // modeeffect.com // #dsd14
Thanks.
!
Visit modeeffect.com for articles and
good UX stuff.
@codyl // modeeffect.com // #dsd14

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Digital summit denver creating customer experience design

  • 2. Cody Landefeld Managing Director at Mode Effect ! 12+ YEARS IN DESIGN/WEB @codyl // modeeffect.com // #dsd14
  • 3. User Experience is not just for design. It’s for customers. @codyl // modeeffect.com // #dsd14
  • 4. 5 Benchmarks for effective Customer Experience Design @codyl // modeeffect.com // #dsd14
  • 5. 1. Consistency User-friendly interfaces with style and appearance. Define a set of standards for product and service “consistency.” @codyl // modeeffect.com // #dsd14
  • 6. Challenges • Responsive / Adaptive Design (Defining the right approach depending on data/content)
 • Following aesthetic trends (flat design marks challenges on conversion elements) @codyl // modeeffect.com // #dsd14
  • 7. 2. Observation Frame the experience design in context with of your customers’ actual goals. Asking what they want isn’t always helpful. @codyl // modeeffect.com // #dsd14
  • 8. Challenges • Scope is too small for actual/effective testing.
 • Client is unwilling to trust us to provide the
 right approach. @codyl // modeeffect.com // #dsd14
  • 9. 3. Storytelling Create better imageries, emotions, and understanding through sharing of stories with your customer communities. @codyl // modeeffect.com // #dsd14
  • 10. Challenges • Relating user experience guidance with stories.
 • Content. NEED more content! @codyl // modeeffect.com // #dsd14
  • 11. 3. Expectation Effect Expectations affect perceptions and behavior. Expectation management should be a key component of the design process. @codyl // modeeffect.com // #dsd14
  • 12. Challenges • Developing clearer goals for users.
 • Spending more time to create more guided
 paths in the User Experience process. @codyl // modeeffect.com // #dsd14
  • 13. 4. Exposure Effect Find the best stimuli to repeatedly present. The strongest types of stimuli to consider are photos and meaningful phrases. @codyl // modeeffect.com // #dsd14
  • 14. Challenges • Defining the scope and content your customer needs.
 • AGAIN! Content. NEED more content! @codyl // modeeffect.com // #dsd14
  • 15. 5. Hick’s Law The time required for a customer to make a decision is a direct function of the number of available choices. @codyl // modeeffect.com // #dsd14
  • 16. What did we learn?
 1. 5 Benchmarks for Customer Experience 
 Design. 2. Challenges we face when working with 
 clients. 3. User Experience is essential to 
 conversion. ! @codyl // modeeffect.com // #dsd14
  • 17. What are we missing? @codyl // modeeffect.com // #dsd14
  • 18. A few resources…
 • Why User Experience Cannot Be Designed
 • Empathy Requires Experience @codyl // modeeffect.com // #dsd14
  • 19. Thanks. ! Visit modeeffect.com for articles and good UX stuff. @codyl // modeeffect.com // #dsd14