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8. 1 2 3 4
Understand Develop strategy Design experience Measure & monitor
Customer Customer
needs impact
Customer
experience
strategy
Business Business
goals impact
Tools
1. Experience labs 4. Customer experience framework 7. Experience labs as
2. Need finding 5. Prototype ongoing program
3. Elevator pitch 6. Design principles 8. Analysis tool such as
Google Analytics
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10. 1 2 3 4
Understand Develop strategy Design experience Measure & monitor
Customer Customer
needs impact
Customer
experience
strategy
Business Business
goals impact
Tools
1. Experience labs 4. Customer experience framework 7. Experience labs as
2. Need finding 5. Prototype ongoing program
3. Elevator pitch 6. Design principles 8. Analysis tool such as
Google Analytics
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11. 1 Understand > Elevator pitch
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Clearly articulate your offering.
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Individual Activity : Write down your elevator pitch (5 min)
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12. 1 Understand > Experience labs
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Meet customer for experience
labs.It's an open-ended, qualitative
one-on-one sessions that capture
Survey
both strategic and tactical customer
insights.
Focus
Market
group
research
Experience labs
Benefit: Usability
It’s learnable skill. Interviews
testing
It costs almost nothing if you do by yourself.
It’s fast and integrative to design process.
Empathy stays with your company.
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14. 1 Understand > Experience labs
Listen to stories about the user's real experiences and understand
them in a deeper way.
What?
Who (tasks /
goals)
Why? Where / when?
(motivation) (context)
How?
(expectation)
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15. 1 Understand > Experience labs
Individual activity : Experience labs prep (10min)
•Write down what (think) you already know about your customer. (assumptions)
•Write down areas you need to find out more. (interview objective)
Who are they? When / where?
Demographic, profile, values •When do they use your product/ services?
•When / where do they use your website?
•What do they do before or after using your
website?
Why?
•What is their motivation in using How?
your product / services? •How do get to know your product? How are they
•Why are they using web? making a decision?
•How are they using the web currenlty?
•How do they expect using your website to be?
What are goals and tasks?
• What are their goal using your What you want to find out more:
product/ services? 1.____________________________
• What are the key tasks when using 2.____________________________
your website?
3.____________________________
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16. 1 Understand > Experience labs
Activity in pair : Interview your customer (10 min x 2)
•Introduce your product / services using elevator pitch
•Ask customers ‘open - ended’ questions using following probes. It’s a user-led
conversation, not a questionnaire.
Who are they? When / where?
Introduce yourself (job, family...)
•When do you need < >?
How would you describe as a...
•When / where do you use < > web?
•What do you do before or after using < >
website?
Why?
•What is your motivation in using How?
<kind of product/ service>?
•Why are they using web? •How do you get to know < >?
•How are they using the web currently?
•How do you expect using < > website?
What are goals and tasks? Useful probes:
•What is your goal in using < > 1. Tell / show me how you usually do?
•What is the main thing you want to 2. What’s most important to you? Why?
do on < > website? 3. How do you feel?
4. (lots of) why?
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17. 1 Understand > Needs finding
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Info needs What you hear / observe
functional needs
emotional needs
Goal
Key tasks What you infer / synthesize
Key unmet needs
Motivation
Expectation
Context
Individual Activity : Write down your key insights using this framework. (5 min)
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18. 1 2 3 4
Understand Develop strategy Design experience Measure & monitor
Customer Customer
needs impact
Customer
experience
strategy
Business Business
goals impact
Tools
1. Experience labs 4. Customer experience framework 7. Experience labs as
2. Need finding 5. Prototype ongoing program
3. Elevator pitch 6. Design principles 8. Analysis tool such as
Google Analytics
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19. 2 Develop strategy
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Customer experience strategy is a brief, simple and direct
summary of
- what the desired experience should be
- the change necessary to improve the customer experience
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20. 1 2 3 4
Understand Develop strategy Design experience Measure & monitor
Customer Customer
needs impact
Customer
experience
strategy
Business Business
goals impact
Tools
1. Experience labs 4. Customer experience framework 7. Experience labs as
2. Need finding 5. Prototype ongoing program
3. Elevator pitch 6. Design principles 8. Analysis tool such as
Google Analytics
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21. 3 Experience design > Customer experience framework
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Individual Activity: end-to-end customer experience (10 min)
• Draw your customer journey / involved channels using this framework
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• What is the main role of web? Think about how to optimize the end-to-end experience

22. 3 Experience design > Prototype
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Anyone can prototype.
Prototypes can be hand-sketch, powerpoint, or any other format.
Prototyping is a thinking tool and facilitate testing.
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24. 3 Experience design > Prototype
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26. 3 Experience design > Elements of design
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“Design is how is works” Steve Jobs
Visual design Content / language
Structure Function
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27. 3 Experience design > design tips
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Visual design Content / language
Set clear visual
Speak human
hierarchy
Structure Function
Make the grouping Focus on 1-2 key
obvious function
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28. 3 Experience design > Design examples
Set a clear visual hierarchy
Make the most important thing big.
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29. 3 Experience design > Design examples
Make the grouping obvious.
The less elements there are, the simpler it feels.
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30. 3 Experience design > Design examples
Speak human.
Emotions makes it feel
simpler.
speakhuman.tumblr.com
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31. 3 Experience design > Design examples
Focus 1-2 key tasks.
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32. 3 Experience design > Design examples
Focus 1-2 key tasks.
Ruthlessly!
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33. 1 2 3 4
Understand Develop strategy Design experience Measure & monitor
Customer Customer
needs impact
Customer
experience
strategy
Business Business
goals impact
Tools
1. Experience labs 4. Customer experience framework 7. Experience labs as
2. Need finding 5. Prototype ongoing program
3. Elevator pitch 6. Design principles 8. Analysis tool such as
Google Analytics
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34. 4 Experience design > Monitor and measure
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Based on the key unmet needs identified, set criteria to measure
•Easy: How easy customers feel to complete their tasks?
Customer •Useful: How useful customers found the information / offering useful?
impact •Enjoyble: Is the overall experience pleasant?
•Net Promoter Score (Promoter - Detractor)
Business •Website traffic
impact •Number of downloads
•Sales
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