Still, its amazing how many companies fail in this critical step.This process can be applied to software, buildings, space shuttles, tea kettles and organizational structures.
CX design is about applying designs problem solving capacity to align a business to face its customers. It needs to work across channels, touchpoints and media making it different from other fields. Its effects are ubiquitous in the modern world and permeate every facet of our lives. But from our experience, thats not how it works in the real world. In this model, the structure of the process made up of the basic building blocks of discovery, ideation and testing becomes less and less rigid. Its not about following three steps in sequence as much as shifting focus from place to place; depending on the needs of the team and the types of questions they are asking. Others have pointed this out too, for example, Tim Brown from IDEO.) Making the process work has a lot more to do with the diverse capacities and perspectives of the team than about a formalized step-by-step sequence of activities. Different people the client, analysts, researchers, stakeholders, and sometimes the customers themselves come into the process to offer their perspective when its relevant to the problem. DISCOVERY Research the opportunity, problem, context, culture, stakeholder and customer patterns. But there is a lot more to customer experience than solving for existing problems. In order to foster a great experience, a good first step would be to identify and eliminate known painpoints but that in itself will not be enough to compete against other companies who focus on moving towards opportunities in the market, cultural or technological shifts, or to better satisfy a customer need. Worse still, it can be very difficult for companies and teams to align on (or sometimes even notice) real problems without substantial evidence being compiled first leading to a chicken-and-egg question. You cant start the research without identifying a problem, and you cant settle on a problem area without research. Our next article, titled The New CX Toolbox will feature a deep dive into our customer experience research methodology. The moment when the magic happens, out of sight of the client when a new concept comes out of all that knowledge. There has been a lot written about creative tools that can help spur this along rapid visualization, generative approaches, free-association, lateral and visual thinking, oblique strategies, brainstorming techniques to get a group to work up new, more diverse ideas faster. These techniques help to frame up new questions about the customer and their context or to gain a different perspective on an opportunity. I would like to say that these tools will be effective in the hands of anyone who has access to them, but unfortunately, thats not the case. The success of all this comes down to the creative capacity of the team and its individual members in the end. I dont believe that creativity is something that some people have and others dont. I feel strongly that its something that is learned and it comes in a lot of forms. Many confuse drawing ability with creativity; a mis-conception that has kept many important points of view out of the conversation. Success here comes from being inspired by the group around you, the richness of the knowledge at hand and what you have taken from the people you have worked with in the past. The best approach is to build a team that makes up for each others blind spots, the more diverse the better, and let the group learn their way to a solution together. In a perfect world, this is where the team should be spending the majority of their time. ![]()
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