Experience Design turns your customers and staff into your brand advocates.
Designing the way that your customers and staff experience your brand through your service offering.
When users engage with you through your service, they experience a range of feelings in response to you and the way you deliver that service. People naturally assign human characteristics to services even when there is no human interaction. We attempt to assign human characteristics to services and try to relate to them on a human level; a process called anthropomorphism.
Understanding this provides you with a new lens with which you can view the experiences, moments in life, that your users will receive through your service. It allows you to truly empathise with them and deliver services with emotional appeal.
One of the easiest ways to learn about how your user experiences your service is to experience it yourself. Experience safaris involve engaging with services to record information about the way they work form the user’s perspective. They often result in surprising insights that inform innovative ideas.
Talking with users of a service generates tremendous qualitative information about the way they experience your service. This uncovers moments in the journey that results in negative emotions and present opportunities to improve the way your service is delivered, experienced and remembered. Responses are recorded, documented and analysed to generate insights.
Contextual interviews add another layer of information by allowing the researcher to delve deeper into specific behaviour or responses as a result of their immersion in the experience as it occurs.
Emotional Value Propositions
Your user engages your service not only because of what it achieves but also because of the way it makes them feel. Establishing an emotional value proposition formalises and articulates the feelings that your service experience aims to deliver. This helps define the soul of your service and equips you to better design the experiences required to convey that soul.
It’s often difficult to express and communicate a service experience through words and diagrams. Storyboards are images that tell the story of your service experience. Often in the form of sketches or comic strips, they help to prototype services, provoke discussion and analysis before moving deeper into the design process.
Every time your user engages with your service they experience a touchpoint. Touchpoints can be human-human, human-machine and machine-machine and they offer rich opportunities to deliver a memorable service experience. Identifying and analysing touchpoints allows you to align user experience across the aspects of your business. Designing touchpoints that offer a unified brand experience, improves efficiency and builds brand advocates.
Service staging involves acting out service delivery to build strong empathy with users. It’s a way of prototyping a service before committing resources to roll it out. Service staging helps deepen your understanding of the emotions your user may experience, uncovers problems in your delivery model and highlights what might happen in real world situations.
Work with Standing Man
Experience design creates a way for business to invite design to the table earlier, and understand how design can help solve problems.Patrick NewberyHow Headjam uses research to design customer experiences