This document discusses how to widen the focus from screens to customer experiences. It recommends three things: 1) Investigate the entire customer journey, 2) Go beyond just data points to understand customers' stories, 3) When bad things happen, see them as opportunities to improve rather than failures. The document emphasizes understanding the customer perspective at every step of their process and using both data and personal stories to gain insights.

1. Widen your focus:
from screens to experiences
Tommy De Kimpe - UX Expert
www.higroup.com

5. 1. Investigate the customer journey

7. “Online customers want to do everything themselves.
They don’t need us any more to do that”

8. 100% ONLINE

10. A B

13. USER TESTING

15. SERVICE BLUEPRINT

16. SERVICE BLUEPRINT

20. Inspira)on: h-p://www.filipmuyllaert.be

21. ?
Inspira)on: h-p://www.filipmuyllaert.be

23. 2. Go beyond data points

25. PRINTER
LABELS

30. David
filters on
price

33. DAVID, WHAT THE HELL??!!

35. Behind every data point, there’s a story

36. 3. Bad things happen

42. PEAK-END RULE

43. WIN!PEAK-END RULE

44. 3 TAKEAWAYS
Investigate the customer journey
Visualize every step of the process
Go beyond data points
Listen to your customers’ stories
Bad things happen
Convert them into opportunities

45. De Regenboog 11
2800 Mechelen
Human Interface Group
@higroup
Human Interface Group
CONTACT US FOLLOW US
www.higroup.com
tommy.dekimpe@higroup.com
+32 (0)15 40 01 38