I have been watching and participating in the convergence of human-centered design and the cognitive and behavioral sciences for more than 30 years. I am convinced this convergence will accelerate and lead to the emergence of a new field that could …
Recently journey mapping has emerged as a de facto standard approach for experience design efforts. It's critical to pick your tools wisely. They exert a powerful influence on your thinking and constrain the results you can achieve. Based on extensive work in this area, we've found that envisioning and designing experiences around "journeys" is only occasionally the right approach. You need to consider and pick the right metaphor before jumping on the journey mapping bandwagon.
The experiences customers have with your products and services are the primary driver of business growth. Most organizations today have some form of customer experience program underway. The vast majority of these programs are attempling to keep up with rapidly …
The fortunes of any commercial enterprise are behaviorally determined. Ultimately, an organization’s financial success is dependent on the ability to positively and profitably influence what customers do. This white paper describes a rigorous and comprehensive toolset, grounded in cognitive, affective and behavioral science, for surfacing how people’s experiences drive their behaviors and highlighting the product, service and experiential levers for influencing those behaviors.
Leading companies are embracing a more intentionally iterative, experimentation approach to market sensing, concept development and learning. Experimentation enables organizations to gather and exploit insight about successes and possibilities, to reduce cycle time, and to involve customers in the design process. This white paper highlights a few of the things we've learned about how to build the structure, capabilities and culture supporting effective experimentation.
The experience customers have with your products and services are the primary driver of business growth. Unfortunately, its extraordinarily easy to make uneconomic investments in the enhancement of customer experiences. This white paper describes three things required to create highly profitable and competitively relevant experiences... that move beyond better sameness.
Companies must transform the way they innovate. Today’s more knowledgeable and networked customers are ready to play a more active role in how companies conceive, develop, and deliver value. As a result, the old “plan and push” approaches are out; effectively engaging customers as collaborative design partners is in. This white paper outlines a process for engaging customers across the innovation lifecycle.
Companies that sustain growth continually define and refine their market offerings and value proposition in response to changing customer expectations and behavior. This white paper explores how companies can effectively gather, use, and transform customer data and insights into actionable customer intelligence.
More than ever before, marketing, sales, and service processes are two-way streets. Customers decide when to listen, and they demand to be heard. They also control the timing and process of consumption, so companies must be able to meet customer …
Ultimately, an organization’s success is dependent on its ability to positively and profitably influence what customers do. Influential design is rooted in deep behavioral insight. You need to know what’s really important to people, the natural pathways they …