September 5th, 2017
Designing the Customer Experience
Our understanding of customers—their behaviors and needs—has grown more sophisticated, because the experiences we design demand it. Our customers routinely dip in and out of contact with our products, both offline and online. They reach across channels to contact us, to share their experiences. They fall short of converting at points along their journey. What triggers these behaviors and why? It is in those unexpected moments that we fail the customer. As designers and digital professionals, we work as detectives, sifting through data, both qualitative and quantitative, to understand, define, and create the ideal experience.
Whatever you want to call your process, whether it is design thinking, service design, customer experience design, or Lord Buckethead Supreme Intergalactic Design, your task is to explore, prototype, and test assumptions, communicate across organizational silos, and reach agreement over what that ideal experience is.