Design for dreams not needs

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Everybody has a dream. Everybody has the need to create a legacy. Once you help people move past the fears and anxieties that bury those dreams, their imagination is stirred. They begin to ask themselves, “What would I want for my children, for my society, for my country?” and that hidden seed of a dream is uncovered. ~Sonia Manchanda, Dream:In Design for dreams not needs.  Sonia Manchanda’s memorable phrase immediately captured my imagination when I […] Read more »

Employees are your most important touchpoint

grinch marketoonist

The average man is by nature indolent — he works as little as possible. He lacks ambition, dislikes responsibility, prefers to be led. He is inherently self-centered, indifferent to organizational needs. He is by nature resistant to change. He is gullible, not very bright, the ready dupe of the charlatan and the demagogue” ~Douglas McGregor, The Human Side of the Enterprise These are a few of the assumptions underlying some of the management practices and theories […] Read more »

The surprising impact of language on the customer experience

“Do or do not. There is no try.” ~Yoda

“Do or do not. There is no try.” Yoda Two people. Two ways of providing the same answer. In the examples below, what do you think the impact of answer A vs B was on the customer’s perception of effort and satisfaction? Example 1 Answer A: You can’t transfer funds until you go through these steps to authorize the account Answer B: Let me walk you through these steps to authorize the account Example 2 Answer A: […] Read more »

The future of business is beautiful

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 “The human soul is hungry for beauty: we seek it everywhere – in landscape, music, art, clothes, furniture, gardening, companionship, love, religion and in ourselves. When we desire the Beautiful, there is a sense of homecoming. Some of our most wonderful memories are of beautiful places where we felt immediately at home. We feel most alive in the presence of the Beautiful for it meets the needs of our soul…  to awaken beauty is the […] Read more »

What does your employee experience look like?

experience architecture

Most of us have to put up with airline travel several times a year. Few of us look forward to it. Some of us actively dread it. And yet, does the flying experience have to be something we dread? Consider the contrast between the experience American Airlines and Singapore Airlines are each famous for. “[Employees] had little awareness of the overall work process, and instead had a tendency to understand their own piece of the […] Read more »

Selling customer experience: art of the pitch

1958 award-winning ad for McGraw-Hill via Dan Pink

The key to galvanizing your audience with a good story is to make listeners feel that they can be heroic. When good salespeople prospect and pitch, they must be alert to the stories running through their customers’ minds. What is their internal hero story? What do they wish to achieve through this sale? Whom do they wish to impress? What kind of person do they hope this sale will help them become? ~ Philip Delves […] Read more »

Delight is the result of discovering areas in a possibility space

If I were Will Wright, I’d say that ‘Fun is the process of discovering areas in a possibility space.’ We talk so much about emergent gameplay, non-linear storytelling, or about player-centered content. They’re all ways of increasing the possibility space, making self-refreshing puzzles. Theory of Fun In a similar vein, is it possible to say that “delight is the result of discovering areas in a possibility space?” And that to deliver experiences that delight designers need […] Read more »

Designing possibility spaces for experiences

Games usually start at a well-defined state (the setup in chess, for instance) and end when a specific state is reached (the king is checkmated). Players navigate this possibility space by their choices and actions; every player’s path is unique. Games cultivate – and exploit – possibility space better than any other medium. In linear storytelling, we can only imagine the possibility space that surrounds the narrative: What if Luke had joined the Dark Side? […] Read more »

No scene that doesn’t turn

Sparkline by Nancy Duarte, Resonate

Look closely at each scene and ask: what value is at stake in my character’s life at this moment? Love? Trust? What? How is that value charged at the top of the scene? Positive? Negative? Some of both? Then at close of scene, ask: where is this value now? Compare. If answer at end is same as opening, ask why is this scene in the script? Robert McKee Start, every time, with this inviolable rule: […] Read more »

Why most organizations fail at delivering great customer experiences

Rockefeller Foundation. Taking a customer from like to love: the UX of long term relationships.

We see the world, not as it is, but as we are. Talmud Think back to the different organizations you interacted with today. Directly or indirectly. Drinking your morning coffee. Commuting to work. Shopping for groceries. Using your computer. Watching a show on cable. Having a beer. Watching your favorite sports team. Attending a yoga class. Writing a report. Doing your banking. As you think back to them, think about the store you visited, the […] Read more »