1. The
Human
Experience
Process
Up, up & away

2. The Approach
Experience Design aims at bridging the
gap between customer goals and
business objectives.
I just want
I want a to make
good deal money
Customer Business

3. Our Vision How we get there
 We strive to create a useful, memorable &
valuable customer experience through basing
our designs on real people with real
needs, frustrations and desires.
 We keep it real - involving customers and
business stakeholders throughout the entire
process.

4. * Get a process

5. 1. Business Research
We need to
reduce calls to the
Why? Call Centre
 It’s paramount to understand what the
business wants to achieve and how we
are creating value for the business
We want to
 It helps us identify our target audience Increase
origination
 It enables us to identify any constraints
We can only do
so much with the
technology we
have
How?
 1 on 1 Stakeholder interviews
 Stakeholder focus groups
 Design thinking & innovation
workshops

6. 2. Customer Research
Why?
I just want to
 It helps us understand what our make sure my
family is looked
customers really think, feel, do and after
want, & what motivates them
 It enables us to see how we can I’m sick of
create customer value at the same working for
time as achieve business goals idiots…
OMG yesterday I
broke a nail and I
nearly cried!
How?
 Co-design
 Contextual Inquiry
 Interviews & surveys
 Focus groups
 Cognitive walkthroughs

7. 3. Experience Strategy
How do customer and business goals align?
Customer
Goals
Access Discover Learn Manage
Business
Goals
Expose Educate Guide Grow
This strategy becomes the incontrovertible truth we design to

8. 4. Personas
What is it?
 A representation of a real life
customer
 Represents the goals, behaviours,
skills, attitudes and environment of
a real group of customers
 Based on customer research
 Guides the design process so that
we remain true to customer needs
How?
 Use affinity diagramming to map customer verbatims from research sessions into
personas
 Determine the number of personas needed
 Personalise & prioritise

9. 5. User journeys
What is it?
 Explores a user’s thought
processes, emotional
states, behavioral patterns & paths
 Validates if our customer needs
match our business needs
How?
 Starts with a persona’s primary need or goal that can be broken down into smaller
needs to be met along to way
 Set the scene – put the persona in a real world time based scenario. Stand in their
shoes. Role play
 Ends after the primary goal is met through a sequence of interactions with the service
(across any number of touchpoints)

10. 6. Design thinking
Now we know our customer and business goals, we undertake
rapid low fidelity concept prototyping to see how we might
meet those goals…
We involve customers and stakeholders in co-design sessions
and innovation workshops…

11. 7. Prototypes
What is it?
 It is the physical artifact that the
user will interact with
 It could be anything from a
cardboard product prototype to
a clickable wireframe
How?
 The prototype arises from
concept sketches
 We try and involve the customer
and business in creating the
prototype

12. 8. Testing
Why?
 Evaluate our designs with real people
 Iterative testing allows us to Test Design
constantly improve the design
How?
 Create a screener to define our
participants’ characteristics which should
be close to our Personas’
 Write the test script (or test objectives)
 Test artifacts can be anything from hi-fi
design to low-fi paper prototypes

13. 9. Visual design
Now we have prototyped and tested the
experience, it’s time to apply the paint.
Why?
 Visual design and aesthetics affect
confidence and comfort with a
product.
 The visual design allows us to
represent the Brand
How?
 We create a contemporary visual style that
adheres to the Brand and appeals to
customers
 We define and apply design principles
 We develop a visual language that we
translate into a Style Guide.

14. 10. Content strategy
You probably know that content is king, or queen, or some
sort of royalty.
No matter how good the design is, if the content sucks, the
experience dies
What is it?
 A content strategy plans for the creation, delivery and
governance of useful usable content.
How?
 Conduct a content audit
 Define key messages, voice /
tone
 Figure out the where, what and
how we communicate
 Create a content plan and a
governance model

15. 11. Accessibility
We need to make sure our design
solutions are accessible to people
with disabilities including those
who are:
 visually impaired,
 older,
 restricted by motor disabilities,
 speech impaired,
 living with cognitive and
neurological disabilities