1.
IMPROVE PRODUCTS THROUGH
CUSTOMER EXPERIENCE DESIGN
PRODUCTIZED CONFERENCE 2015
ERIK ROSCAM ABBING | MARIT COEHOORN
ZILVER INNOVATION

2.
GOOOOOOOOD MORNING!!!! :-)

3.
WHAT YOU CAME HERE FOR…
http://www.productized.co/

4.
ABOUT YOU.
• who are you?
• what do you do?
• what brought you here?
• what positive experience did
you have on the way here?

5.
SO,WHO ARE YOU?
• product manager?
• product designer?
• ux/ui designer?
• software engineer?
• customer experience designer?
• product marketeer?

6.
ABOUT US.
• who are we?
• what do we do?
• what brought us here?
• what positive experience did
we have on the way here?

7.
WHAT TO EXPECT FROM THIS MORNING.
3 insights,2 cases,3 exercises.

8.
WHAT IS CUSTOMER EXPERIENCE DESIGN?
design & innovation approached from
an holistic customer perspective.

9.
THE WHY
WHY IS CUSTOMER EXPERIENCE
DESIGN IMPORTANT?

10.
DRILL.

11.
INNOVATION OF THE DRILL.
?

12.
DOES THIS REALLY STILL ADD VALUE?

13.
BROADEN THE SCOPE.
upgradesadditional products
ease of use
energy usage
surroundings
…
…
…
…
…
… charging
storing

14.
BROADEN THE SCOPE.
YOUR
PRODUCT
additional products
context of use required resources
related activities
other journey steps
….…

15.
SO,WHY IS CUSTOMER EXPERIENCE DESIGN IMPORTANT?
From a customer perspective,
an (isolated) product is only
part of the answer.

16.
Broaden the scope.
INSIGHT #1

17.
ZILVER-CASE #1
EUROPCAR EXPERIENCE JOURNEY

18.
EXERCISE #1
BROADEN THE SCOPE

19.
3 products to choose from…
television bicycle lawnmower

20.
10 minutes to broaden the scope
1 minute per group to present results & insights
television bicycle lawnmower

21.
but wait…
there’s another reason why customer
experience design is important.

22.
“People don’t want to buy a quarter-inch drill.
They want a quarter-inch hole.”
Theodore Levitt,Harvard marketing professor

23.
DRILL.

24.
HOLE?

25.
PHOTO ON A WALL.

26.
MEMORY.

27.
HOW DID WE GET FROM DRILLS TO MEMORIES?
We kept asking why.
We kept exploring our customer’s outcomes.
something you want to
be able to do or feel.

28.
THE SEMANTICS OF OUTCOMES.
• an outcome is something you want to be able to do or feel.
• CD > spotify:“I want to listen to my music anywhere,anytime”
• Post > email:“I want to reach my grandmother instantly”

29.
THE SEMANTICS OF OUTCOMES.
outcome (implicit,not product-related):
“I want to be reminded of the good times.”
needs (explicit,product-related):
“I need a drill.”

30.
DEEPEN THE OUTCOMES.
YOUR
PRODUCT
why…
why…
why…
why…

31.
DEEPEN THE OUTCOMES.
YOUR
PRODUCTown a drill
make a hole
hang a photo
keep a memory

32.
SO,WHY IS CUSTOMER EXPERIENCE DESIGN IMPORTANT? (PART 2)
From a customer perspective,the product is
never the end goal.

33.
Explore the outcomes.
INSIGHT #2

34.
ZILVER-CASE #2
ATAG KITCHEN EXPERIENCE

35.
EXERCISE #2
EXPLORE THE OUTCOMES.

36.
3 products to choose from…
television bicycle lawnmower

37.
10 minutes to explore the outcomes
1 minute per group to present the‘ladder’of outcomes and
alternatives you discovered
television bicycle lawnmower

38.
BY COMBINING THESE TWO INSIGHTS:
Explore the outcomes.
INSIGHT #2
Broaden the scope.
INSIGHT #1

39.
CUSTOMER EXPERIENCE MATRIX.
YOUR
PRODUCT
WHY
WHY
WHY
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
deeper outcomes
broadened
scope
broadened
scope

40.
CUSTOMER EXPERIENCE MATRIX.
#1
broaden
the scope
YOUR
PRODUCT
#2
deepen
the outcomes

41.
How have other innovators done it…
YOUR
PRODUCT
WHY
WHY
WHY
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
deeper outcomes
broadened
scope
broadened
scope
YOUR
PRODUCT
WHY
WHY
WHY
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
deeper outcomes
broadened
scope
broadened
scope
YOUR
PRODUCT
WHY
WHY
WHY
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
deeper outcomes
broadened
scope
broadened
scope
YOUR
PRODUCT
WHY
WHY
WHY
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
deeper outcomes
broadened
scope
broadened
scope

42.
SO WHY CUSTOMER EXPERIENCE DESIGN?
Because:
#1 an (isolated) product is never the complete answer.
#2 there are deeper outcomes your customer wants to achieve.
customer experience design gives you a broader and deeper
innovation scope.

43.
discussion:
HOW CAN YOU APPLY THE LEARNINGS FROM
NESPRESSO,TESLA,NETFLIX & NIKE IN YOUR
COMPANY?

44.
COFFEE BREAK ;-)

45.
THE HOW.
HOW CAN WE INNOVATE & DESIGN
FOR CUSTOMER EXPERIENCE?

46.
4 EXPERIENCE INNOVATION CAPABILITIES:
• How can we understand what our customers really want?
• How can we find the focus that fits our brand & strategy?
• How can we design the right solutions for these outcomes?
• How can we implement the solutions smoothly?

47.
UNDERSTAND

48.
FOCUS

49.
DESIGN

50.
IMPLEMENT

51.
Use the 4-leaf clover to design
for customer experiences.
INSIGHT #3

52.
EXERCISE #3
USING THE 4-LEAF-CLOVER-MODEL

53.
discussion:
HOW DID IT GO?
DID THE TOOLS WORK?
DID YOU GET GOOD IDEAS?

54.
discussion:
HOW CAN WE HELP YOU APPLY
THIS ON MONDAY?

55.
BROADEN THE JOURNEY.
EXPLORE THE OUTCOMES.
USE THE 4-LEAF CLOVER MODEL.

56.
THANK YOU :)