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Understand your Customer: Functional vs Emotional Needs
- 1. Understand your customer Functional and EmotionalCustomer Needs @TobiasHJensen
- 2. Hi! I’m Tobias I use design thinking to solve complex problems and create valuable experiences. tobias.jensen@blackboardinsurance.com www.tobiasholm.com Senior Product Designer @ Blackboard Insurance
- 3. I’m from Blackboard A tech-forward insurance start-up reimagining an archaic industry with a customer-, value-, and data- centric approach.
- 4. Understand your customer Functional and Emotional Customer Needs What? Why? How?
- 5. Needs >Wants
- 6. As __________ User I want __________ Feature/solution so __________ Need
- 7. We need better tools to create products around our customers’ needs
- 10. Efficient Informational ReliableCost effective Trust Reduces anxiety ReputableAesthetic
- 11. Emotional Functional Efficient Informational ReliableCost effective Trust Reduces anxiety ReputableAesthetic
- 12. How do we identify, operationalize and measure customer needs?
- 13. Research Define Ideate Prototype
- 14. Identify Research Define Ideate Prototype Operationalize Measure
- 15. How do we identify customer needs?
- 16. Identify Research Define Ideate Prototype Measure
- 17. Customer Outcome Statement (COS)
- 18. Customer Outcome Statement (COS) __________ Action _____________________________ Objective ++__________ Context
- 19. __________ Action _____________________________ Objective ++ Customer Outcome Statement (COS) maximize__________ Context Before loss my ability to protect my assets
- 20. Maximize ability to protect assets Minimize # of times I have to share facts Maximize knowing where claim is Maximize future loss prevention Before loss Loss occurs Claim is processed Claim is settled Back to normal Minimize risk of not being covered Minimize # of unknowns (process, who to call, coverage) Maximize understanding of claims process Minimize out of pocket expenses Maximize flexibility in process given the situation Minimize downtime in my situation Maximize confidence I have in carrier to address the situation Minimize anxiety and uncertainty of outcome Minimize # of people I have to work with Minimize carrier taking advantage of me Minimize # of steps to complete Maximize accuracy of payment details and instructions Maximize understanding of payout amounts (e.g., deductibles) Reduce payment delivery risk Maximize understanding of future premium impact Minimize redundant follow ups Maximize final closure Maximize proactiveness of carrier Minimize worries about getting paid right amount
- 21. Maximize ability to protect assets Minimize # of times I have to share facts Maximize knowing where claim is Maximize future loss prevention Before loss Loss occurs Claim is processed Claim is settled Back to normal Minimize risk of not being covered Minimize # of unknowns (process, who to call, coverage) Maximize understanding of claims process Minimize out of pocket expenses Maximize flexibility in process given the situation Minimize downtime in my situation Maximize confidence I have in carrier to address the situation Minimize anxiety and uncertainty of outcome Minimize # of people I have to work with Minimize carrier taking advantage of me Maximize accuracy of payment details and instructions Maximize understanding of payout amounts (e.g., deductibles) Reduce payment delivery risk Maximize understanding of future premium impact Minimize redundant follow ups Maximize final closure Minimize # of steps to complete Maximize proactiveness of carrier Minimize worries about getting paid right amount Functional Emotional
- 22. Maximize ability to protect assets Minimize # of times I have to share facts Maximize knowing where claim is Minimize worries about getting paid right amount Maximize future loss prevention Before loss Loss occurs Claim is processed Claim is settled Back to normal Minimize risk of not being covered Minimize # of unknowns (process, who to call, coverage) Maximize understanding of claims process Minimize out of pocket expenses Maximize flexibility in process given the situation Minimize downtime in my situation Maximize confidence I have in carrier to address the situation Maximize proactiveness of carrier Minimize # of people I have to work with Minimize carrier taking advantage of me Minimize # of steps to complete Maximize accuracy of payment details and instructions Maximize understanding of payout amounts (e.g., deductibles) Reduce payment delivery risk Maximize understanding of future premium impact Minimize redundant follow ups Maximize final closure Minimize anxiety and uncertainty of outcome Functional Emotional
- 23. How do we operationalize the customer outcome statements?
- 24. Identify Research Define Ideate Prototype Operationalize
- 25. How might we ________________________________________ ? Customer outcome statement
- 26. How might we ________________________________________ ? Customer outcome statement Help the customer maximize their ability to protect their assets
- 27. Maximize ability to protect assets Minimize # of times I have to share facts Maximize knowing where claim is Minimize time to get paid Maximize future loss prevention Before loss Loss occurs Claim is processed Claim is settled Back to normal Notify user of relevant damage mitigation Claims prevention notifications Intuitive form to file the claim and submit information. Online intake application Self-service Easy claim tracking and relevant status updates Direct, online payments with clear rationale Direct payments Loss overview Learn and understand from previous losses to mitigate future ones
- 28. How do we measure the outcome?
- 29. Identify Research Define Ideate Prototype Measure
- 31. The claims prevention notification helps Maximize my ability to protect my assets ______________________ Solution ______________________ Customer outcome statement
- 32. The claims prevention notification helps Maximize my ability to protect my assets ______________________ Solution ______________________ Customer outcome statement Strongly disagree Strongly agree To what extent do you agree with the following statement:
- 33. Identify Research Define Ideate Prototype Operationalize Measure
- 34. Key takeaways — We need tools for identifying needs, so we don’t just listen to wants — We can organize and operationalize the customer needs in COSs — This method allows for finding solutions and measuring success grounded in needs — Customer needs are hierarchical and of both functional and emotional character
Notas do Editor
- Hi! Thanks UXDX I’m here to talk about customer needs, what they are and how to design better for them.
- Tobias Jensen Senior Product Designer From Copenhagen - lived in New York City for two years but from Denmark. Degrees from IT-University of Copenhagen Obsessed with handling complex domains. Use design thinking to solve complex problems and create experiences. Currently work at an insurance company.
- We work hard to reimagine the current way insurance works. New look at insurance - how can insurance be a good experience? Historically boring and tedious No trust Asymmetry My mission is to figure out how design can change insurance for the better.
- Why should we be talking about functional and emotional needs? What it actually is How to use it in your organization. I’ll try to leave time for questions at the end as well. [WATER]
- Before I dive too deep into talking about needs, let’s quickly discuss why needs matter. Customers these days have more power and choices than ever before. We are responsible for understanding and acknowledging their needs. Users are more likely to choose products that meet their needs than ones that meet their wants. However, needs are very hard to define for several reasons: They are contextual and situational They are also cultural They are individual and can be difficult to generalize Most importantly, they are often unknown to the user and can be hard to identify This is problematic, since our mission as designers is to create products that meet customer needs.
- User stories allow us to do is to understand what features will satisfy what user needs. However, Most people only think they know what the users want We product people have to understand the needs People get stuck with a narrow focus or understanding of user needs for the services they’re working on.
- So ultimately, the challenge for product people is: How do we identify, operationalize and measure customer needs? [WATER]
- A good way to think about needs is using Maslow’s hierarchy. I’m not going to go through Maslow’s hierarchy of needs. However, there is one important point to keep in mind: humans have many different types of needs and some take precedence over others. This is also true for product development.
- When we’re talking about products, there is a general consensus that we’re designing for two overall categories of needs: emotional and functional. Functional: basic, practical things that people need to do as part of a product or service. low value by itself Emotional: Softer, more emotional aspects. Control, trust, fun, playfulness, excitement and aesthetics. By understanding the emotional needs, companies can more easily differentiate themselves from their competitors. Companies that score high on emotional elements tend to have a higher NPS, on average, than companies that spike only on functional elements” — Harvard Business Review, 2016
- These are some examples of the customer needs we’ve found in the insurance industry
- It’s obvious that some a functional, others more emotional
- [WATER]
- Looking at a typical design process like the double diamond We have to find ways in which we can inject the identification, operationalization and measurement of customer needs.
- But the question is then: how do we identify the needs to design for?
- For identifying the customer needs, we need to do customer research. I’ve found that most types of research can lead to these insights, as long as the study has been outcome focused from the beginning. What we typically want to do is to gather everyone in a room, then go through the different phases of a customer’s journey. Then we identify the current pain points and then what the ideal state would look like. The goal is to get the customers to be vocal about the outcomes they wish to achieve in each phase of their journey.
- At Blackboard, we use so-called Customer Outcome Statements to summarize our research findings. They’re concise, actionable problem statements that help structuring our understand of the customers’ needs. They’re meant to guide the problem definition, ideation, prototyping and testing phases of the design process.
- The basic format is this: In a given context, the customer wants to either maximize or minimize some objective or outcome.
- It basically summarizes the goal of the customer in the specific context and our goal then is to figure out how our product can cater to this need.
- Once the COSs have been defined and prioritized They are ready to be operationalized through design and ideation activities. I typically use them to inform early design decisions and also prioritization of proposed solutions.
- I’ve found it very useful to combine the COS with how might we questions You plug in the COS to ask a question that needs to be answered with the proposed solution.
- In the case of the customer wanting to maximize their ability to protect their assets This allows for ideation and brainstorm with a focus on the customer need.
- This journey map shows both this solution and also how the others informed solutions.
- Use customer outcome statements to measure success! Customer Outcome Statements, if properly crafted, have the added benefit of providing a metric for measuring success of the product.
- Measuring whether you successfully designed for your customer’s needs is crucial. By measuring, you will be able to, in a more quantitative way, find out if there are still areas of improvement. This measurement can be done in many different ways. I’ll present one way which is specifically for a survey.
- You measure, you can use the COS directly to validate if you’ve done what you wanted. In this formular, we see the relationship between the proposed solution and the original outcome statement.
- If we now add one of the examples of a solution to a customer need, this statement becomes something that we can validate.
- If we then pull this into a survey and specifically a Likert scale format, we can now ask the customers to show to which extent they agree with the statement. This is just one example of how the COS can be used to measure success. You can also ask your customers in interviews, or get them to vocalize what value they receive from using the product.
- Hopefully, what you guys will take away from this presentation is that there are definitely ways to better identify, operationalize and measure customer needs throughout a design process. It's a matter of defining the outcome statements and using them throughout the process.
- We need tools for identifying needs, so we don’t just listen to wants Customer needs are hierarchical and of both functional and emotional character We can organize and operationalize the customer needs in COSs This method allows for finding solutions and measuring success grounded in needs