week 4: NZ Post

Lecture 3: NZ Post

Customer Experience
Design IN business

The idea - Discovery - Build - Deliver
A.K.A 'Experience Design'
Design to solve business problems

"Business and customers are demanding more for less…and faster"

• We are in control of the customer

Remove Friction

• Improve the customer experience and lower cost to serve

Ease Customer Need    [overlap]    Market Opportunity    [overlap]    Efficiency Business Need

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                                                                      Design

The carriage of information: Living in a digital world

Most problems are based around digital means

• designing digital interaction that allows people to do things.

Parcels - making shopping a better experience, not shipping. How can retailers sell goods more effieciently online?

Designer as a hero

• owns ideas 
• seeks a mandate 
• opaque
• process as IP
• peripheral to the business

Designer as a facilitator 

• facilitates ideas
• seeks collaboration
• shared process
• transparent 
• sandbox curators

HUMILITY

EMPATHY

• Designer as an anthrolopolgist
• Being able to understand people and what their needs are. Not what they want necessarily 
• Immerse yourselves in their environment

DEFINE THE PROBLEM

• With your customers
• Look for trends
• Patterns
• This will form your brief

SEGMENTATION

• based on your needs rather than generalzing 

JOURNEY MAPS

PAIN MAP

IDEATION

CO-DESIGN

RAPID PROTOTYPING (important tool - things need to be done quickly)

PROTOTYPING

PROTOTYPE TESTING

PROPOSITION DESIGN (bring ideas/experience to life)

IMPLEMENTATION

EVALUATION

"The design process should never end" - the customer needs are always changing.

Iterative process...design, build, test, refine