Today we have a real treat: an amazing documentary showcasing the most unique and forward-thinking work by Nordic service design practitioners and leaders.
In our previous articles, we outlined the first three steps of the first phase of Customer Experience Strategy Design: first, we outlined the importance of surveys; second, we described how contextual interviews provide important insights; third, we reviewed how journey mapping is a collaborative, visual, and illuminating tool for understanding your customer; and fourth, we relayed the benefits that journey mapping provides an organisation as a strategic process.
Previously, we described customer journey mapping, and why it is a strategic imperative for organizations committed to designing and delivering better customer experiences.
In our previous two articles, we have described the importance of the Understanding Phase of Customer Experience. The Understanding Phase is a three-step process that underpins the Customer Experience Strategy for an organization.
In our last article, we explored the first phase of the Customer Experience framework: Understanding, focusing on step 1: surveys.
These days, User Experience (UX) Design is gaining recognition beyond the warrens of software development.
The user-centric process of designing digital products that are easy to use, useful, and enjoyable has seen considerable success of late, as business leaders, industry publications, and evangelists have all been singing UX's praises over the past few years.
Despite this growing acknowledgment, User Experience Design remains an umbrella and somewhat nebulous term. The discipline includes a number of different skill subsets, such as interaction design, visual or graphic design, information architecture, and usability.
For me, I prefer the following definition:
It is the intersection of the business goals, technical constraints, and user needs in the context of a product experience.
Okay, great, that really clears it up!
But what does this actually mean in practice?
Like with any skill, intellectual understanding is insufficient if we aim for real comprehension. In order to really learn something, we must do it.
UX Design is no different.
Furthermore, in order to reap the benefits of UX Design in your organisation, it is necessary to have some buy-in from the C-suite.
The difficulty, then, is how to get this buy-in from executives that are aware but likely ignorant of the concept of UX Design?
In our experience, the best and quickest way to win over decision makers is to have them participate in a short (half- or full-day) workshop where they can apply UX principles themselves in order to understand its benefits.
Read on to learn five simple exercises you can work through with your decision makers in order to demonstrate the fundamentals and the value of UX design...
Design thinking is an academic concept that has been around for almost 50 years but is only now starting to gain traction in the business community at large.
Even though the business community has been generally slow to pick up on this concept, there are recent trends that point to more and more forward-thinking organizations integrating design thinking principles.
In terms of our own clients, I believe that manufacturers would also benefit greatly by incorporating design thinking principles into all levels of their organization.
Here's what it means and why manufacturers need to care...
My partner-in-crime here at Nucleus, James Grieve, has talked a lot about how product innovation is not enough in terms of a successful business strategy for manufacturers.
He rightly points to the importance of a customer-centric approach where manufacturers invest in downstream approaches that focus on customer experience in addition to product innovation.
I argue that manufacturers need to take this even further by incorporating Design thinking principles (what are these?) into all levels of their organization.
Here's a great article from Thomas Lockwood that originally appeared in BrandKnew that outlines five key ways corporations are shifting from engineering driven to design driven, product-centric to customer-centric, marketing focused to user experience focused.