These are the slides from my presentation at Digital Summit in Denver 2014. I presented on User Experience and Marketing as they combine for creating "Customer Experience Design."

1. Creating
Customer Experience
Design
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2. Cody Landefeld
Managing Director at Mode Effect
!
12+ YEARS IN DESIGN/WEB
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3. User Experience is not
just for design.
It’s for customers.
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4. 5 Benchmarks for effective
Customer Experience Design
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5. 1. Consistency
User-friendly interfaces with style and
appearance. Define a set of standards for
product and service “consistency.”
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6. Challenges
• Responsive / Adaptive Design (Defining the
right approach depending on data/content)
• Following aesthetic trends (flat design marks
challenges on conversion elements)
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7. 2. Observation
Frame the experience design in context with
of your customers’ actual goals. Asking what
they want isn’t always helpful.
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8. Challenges
• Scope is too small for actual/effective
testing.
• Client is unwilling to trust us to provide the
right approach.
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9. 3. Storytelling
Create better imageries, emotions, and
understanding through sharing of stories
with your customer communities.
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10. Challenges
• Relating user experience guidance with
stories.
• Content. NEED more content!
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11. 3. Expectation Effect
Expectations affect perceptions and behavior.
Expectation management should be a
key component of the design process.
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12. Challenges
• Developing clearer goals for users.
• Spending more time to create more guided
paths in the User Experience process.
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13. 4. Exposure Effect
Find the best stimuli to repeatedly present.
The strongest types of stimuli to consider are
photos and meaningful phrases.
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14. Challenges
• Defining the scope and content your
customer needs.
• AGAIN! Content. NEED more content!
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15. 5. Hick’s Law
The time required for a customer to make a
decision is a direct function of the number
of available choices.
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16. What did we learn?
1. 5 Benchmarks for Customer Experience
Design.
2. Challenges we face when working with
clients.
3. User Experience is essential to
conversion.
!
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17. What are we missing?
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18. A few resources…
• Why User Experience Cannot Be Designed
• Empathy Requires Experience
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19. Thanks.
!
Visit modeeffect.com for articles and
good UX stuff.
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