Design&Customer Experience

Design & Customer Experience

Dr. Yuanyuan Yin

DM 2012/13

Agenda

¡ Customer Experience Design ¡ Maslow’s human needs model ¡ Experiencing Brand model ¡ Branded Customer Experience model ¡ Design performance measurement

Customer experience design

¡  Design focuses shift in the last 50-years

Customer experience design

Consumers are looking for experiences that enable them to realise their dreams and achieve their desired lifestyle.

Customer experience design

¡  The age of experience

o  To win in the customer economy companies need to build and sustain an exquisite designed and branded experience and to measure and monitor what matters to customer. ---Patricia Seybold, CEO of Patricia Seybold Group o  Creating a customer experience that becomes synonymous with a brand is increasingly recognized as a vital driver of corporate performance. --- Bernd Schmitt

Customer experience design

User Experience Social connections

Interactions Usability

Customer Experience

Customer Service

process

Customer Relationships Advertising

Customer Experience

Design

Customer experience design

¡  The age of experience ---

Customer experience design

Customer experience design is taking the customer views of the interactions to understand the emotional bond between the brand and customers. It requires a common understanding of the customer journey, then align the company actions to build emotional bonds.

Customer experience design

¡  The age of experience --- Airbus A380

Customer experience design

¡  The age of experience --- Prada

Customer experience design

¡  The age of experience --- Prada

Customer experience design

¡  The age of experience --- LG

Heinz Beans

Customer experience design

It is the collective set of experiences…. on the web, in store or even tiny little things that companies. It is about understanding their unmet needs, wants, capabilities and desires in a deeply contextual...