SUMMARY “Our job, says Amazon CEO Bezos, is to invent new options that nobody’s ever thought of before and see if customers like them.” The World’s Most Innovative Company - Fast Company March 2017 Deloitte and Touche found that customer-centric companies were 60% more profitable compared to companies that were not focused on the customer. Having a strong company wide customer focus is more important than being agile alone to create high-performance design. Learn how to keep the customers needs, emotions and behavioral actions at the center of every design to generate the most value. Harvesting insights from feedback and driving them back into the customer experience with speed at scale makes a company innovative and agile. Understanding the mindset driving this way of working is the key to creating high-performance design. Embodying this mindset will give you the power to create a customer-centric culture where you are free to rapidly test and ship your most innovative ideas daily, ultimately delivering more value to your customers sooner. AT THE END OF THIS WORKSHOP, YOU WILL BE ABLE TO Describe a customer-centric design process. Outline and identify your customer feedback learning loop at every step of the design and product development process to drive continuous innovation, optimization and value. Explain and embody the mindset that drives the culture, team, process, tools and technology choices required to build this customer-centric future.

1. 360°DESIGN
Visualizing & Creating
High-Performance
Customer-Centric Design
Chloë Bregman • Future.Design

2. BREGMAN
chloe@future.design
Product Management
360° Design
Marketing
@cloudchloe
BREGMAN

3. LEFT
PICTURE
SLIDE
Far far away, behind the word
mountains, far from the countries
Vokalia and Consonantia, there live
the blind texts. Separated they live in
Bookmarksgrove right at the coast of
the Semantics, a large language
ocean.
DESIGN FOR BUSINESS IMPACT
Design is a dialogue between the
customers and the designers.
We are here to learn
from each other.
Please provide feedback.
Love it? Hate it?
Bring it on.
share
GIVE FEEDBACK

4. agenda
01
02
03
04
05
06
07
Why does customer-centric design matter?
What is customer-centric design?
How to create a customer-centric design strategy.
Implement customer-centric product development
What is high-performance customer-centric design?
Develop a mindset of growth and transformation.
Tips and takeaways.

5. 360°DESIGN
Why does customer-centric
design matter?
01
SECTION
Chloë Bregman| future.design

7. “Our job is to invent new
options that nobody’s ever
thought of before and see if
customers like them.
Jeff Bezos, CEO Amazon

8. Amazon

9. DE$IGN IS
COMPETITIVE ADVANTAGE
Customer-centric companies were 60% more profitable
compared to companies that were not focused on the customer.

10. Companies can no longer
“decide” the way forward.
The must now “design”
the way forward.
Marty Neumeier
Author, The Brand Gap: How to Bridge the Distance Between Business
Strategy and Design
“

11. How fast can you design
and ship value to your
customers?
01
WEEK
08
WEEKS
24
WEEKS

13. Let’s create the
possibility we
can ship &
validate a
feature with
metrics in 1 week
DELIVER VALUE TO CUSTOMERS QUICKLY

14. future.design // chloë bregman // @cloudchloe CUSTOMER CENTRIC DESIGN // 01

15. FEEDBACK INTEGRATED IN THE AGILE DEV PROCESS
CUSTOMER-CENTRIC
MINDSET

16. 360°DESIGN
What is customer-centric
design?
02
SECTION
Chloë Bregman| future.design

17. DESIIntentional problem solving & process to achieve a purpose
DESIGN THINKING
“It is a methodology as well as the ability to apply divergent
thinking for solving all kinds of complex and ill-defined wicked
problems using design tools & methods. Good design thinking is
the capacity to view things that’s not readily apparent to others
and make it explicit, in the form of a differentiated offering.”
DE·SIGN
/dəˈzīn/

18. 360°DESIGN
CUSTOMER-CENTRIC DESIGN
BX Brand Experience
Delivers on the brand
promise.
CX Customer Experience
Keeps the customer’s
needs at the center of
every designed touched
point that the customer
interacts with the
company.
UX User Experience
Builds products people
need.
BX
UX
CX
PRODUCT
SUPPORT
TRUSTchloe@future.design

19. DESIDelivers on the brand promise in every customer touch point.
Brand
An identifying, non-conceptual experienced feeling that
symbolically defines a company, product or service used to
distinguish it from other companies, products and services.
Even when conceptualized, it can not be completely captured in words.
BRAND EX·PE·RI·ENCE
/brand/ikˈspirēəns/

20. BX

21. Virgin America Brand Promise
Virgin America Example of the Brand Promise
Virgin America delivers on their brand
promise with this brand voice
clever / provocative / friendly
BX

22. BX

23. 12 Positive Experiences
Delivering on the brand promise (BX) in the customer
experience (CX) creates value and reduces churn risk.
BX
=

24. The Brand Experience directly builds trust & loyalty.
BX
Do You Know Your Brand Promise?
1) Get clear on your core brand promise.
2) Understand the voice that it is delivered in.
3) Chart out behavioral, visual and messaging examples that
help communicate that brand promise and brand voice relevant
to what you are working on.

25. DESICustomer Experience Design is the practice of designing
products/services with the focus on the quality and thoughtfulness
of the user experience. Every touchpoint within the customer's
interaction with a product/service is designed to deliver
experiences based on the brand's promise.
Customer experience puts people’s needs at the heart of
innovation. By putting people at the center of design, it de-risks
innovation.
CUSTOMER EXPERIENCE
/brand/ikˈspirēəns/

26. CX

27. CX

28. CX

29. CX

30. CX

31. CX

32. CX

33. CX

34. CX

35. CX

36. CX

37. CX

38. Customer Journey
All the points of interactions with things, people, process tools, and technology,
inside and outside of the company’s control.

39. Who is your customer?
It’s definitely not your business unit. Your customer is king.

40. You need to be specific.
1) A few data-driven behavioral personas
2) Many targeted segments
3) Infinite via personalization
…

41. BX
UX
CX
PRODUCT
SUPPORT
TRUST

42. BUSINESS
CUSTOMERS
Inside out Business-Centric

43. BUSINESS
CUSTOMERS
Outside in Customer-Centric

44. 360°DESIGN
What is customer-centric
design strategy?
03
SECTION
Chloë Bregman| future.design

45. Strategy Questions
•Do you understand the needs of the customers
you are designing for?
•Do you understand how those customers interact
with your business?
•Is your team aligned on the highest priority of the
customer experience?
•Does your customer experience design deliver on
your brand promise?
CX

46. Pre-flight In-flight Post-flight
Marketing
Tv advertisement
Youtube Ads
Instagram
Twitter
Facebook
Word of mouth
Friends and family
Booking
Booking website
Email confirmation
Email
Create calendar event
Go to airport
Lyft
Check in to flight
Ticket counter
Buy book
Bookstore
Board plane
Plane seat
Read
Book
Eat
Food Use wifi
Deplane
Plane
Get baggage
Baggage claim
Leave airport
Drive away in rental car
ACTIONSEMOTIONALSPECTRUM
• Deter mine trip dates
• Search for flights
• Choose air line to use
• Search Virgin America flights
• Choose flight & purchase
• Deter mine how to go to the airport
• Set calendar alert for flight
• Print ticket
• Choose method to check-in
• Pass the time
• Deter mine where to buy book
• Decide what book to purchase
• Read book
• Buy something to eat
• Eat
• Use WiFi
• Talk with other passengers
• Leave the plane
• Navigate the airport
• Head to baggage claim
• Retrieve bag
• Go to rental car kiosk
• Rent car
• Drive away to next destination
EXAMPLE HYPOTHETICAL CUSTOMER EXPERIENCE MAP
Where are we supporting customer needs and actions?
PL ANNING AIRPORT TRIP BEGINS WHAT’S NEXT

47. Prioritizing “Moments of Truth” Touch points
BUSINESS
IMPACT
PRIORITY
CUSTOMER
PAIN
PL ANNING AIRPORT TRIP BEGINS WHAT’S NEXT
=
x
$$$$ $$$$$$

48. separately the hamburger

50. 360°DESIGN
Customer-centric product
development.
04
SECTION
Chloë Bregman| future.design

51. DESI"a person's perceptions and responses that
result from the use or anticipated use of a
product, system or service".
This includes all the users' emotions, beliefs, preferences, perceptions, physical
and psychological responses, behaviors and accomplishments that occur
before, during and after use. This also is what makes up a brand experience.
UX = System + User + Context of Use
USER
EX·PE·RI·ENCE

52. IDENTIFY YOUR FEEDBACK LOOP

53. BUILD A FEATURE / PRODUCT
Based on assumptions + hypothesis
TEST
With actual customers
ADJUST DESIGN
From actual data
Integrate learnings + insights
Form a new hypothesis
OBSERVE
Get feedback and metrics
to get actual information

54. We hypothesize that doing, making, changing
For this specific customer type
Will achieve new attitude or behavior
Which we can measure in this way
HYPOTHESIS DRIVEN DESIGN
UX

55. Measuring Actual Results vs Conjectures

56. Tom Chi -Google X
01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19
Idea Proposed
Follow-up Meetings
Specification Written
Spec Reviewed
Prioritized by Engineering
Build Begins
User Test
Report Written
Applied
Waterfall is less Customer-Centric for Software
BUILD TEST LEARN
ITERATE

57. TEAM STRUCTURE AND SKILL SETS
FEATURE TEAM - CROSS FUNCTIONAL WORKFLOW
PRODUCT DEVELOPMENT TEAM
IDEA
based on
hypothesis
WORK
PM
UX
Front End
BackEnd
QA
DEVOPS
RESEARCHER
SHIPPED FEATURE
TESTED IN DESIGN
AWAITING METRICS IN
BETA TESTING OR PRODUCTION
1 or 2 Weeks Start to Ship

58. CONTINUOUS CUSTOMER FEEDBACK LOOP

59. Research & Validate
Quantitative Surveys
Qualitative Surveys
Focus Groups
Usability Testing
Diary Studies
Behavioral Personas
User Stories
Design Studio
Affinity mapping
Moodboards
Storyboards

60. Prototype & Usability Test
Sketching
Paper Prototyping
Wireframes
Rapid Prototyping
Guerilla Testing
Usability Testing

61. Develop & User Test
High-Fidelity
Emotional Impact
Coded Mockups
User Testing
Dog fooding
Staging

62. A/B Test
Data Analysis
Metrics
Behavioral insights
Iterate & A/B Test in Working Software

63. EPIC EPIC EPIC EPIC EPIC
CONNECT YOUR CUSTOMER JOURNEY TO YOUR EPICS

64. Moment of truth
Margaret needs cash to pay at the
restaurant.
Touch point
Banking help center operator
Margaret can’t find a working ATM
Wants to withdraw some money to
pay at the restaurant.
When she calls the call center
The operator wires the money to the
restaurant and finds
the nearest ATM for Margaret based
on her location
CUSTOMER-CENTRIC
EPICS
Connect to a moment of
truth on the customer
journey

65. As a bank help center
operator
I want to help my
customer find the nearest
ATM
So that they can quickly
get cash
CUSTOMER-CENTRIC
USER STORIES

66. PRIORITIZE YOUR
BACKLOG BASED ON
VALUE TO YOUR
CUSTOMERS
https://www.linkedin.com/pulse/economic-prioritisation-based-wsjf-manoel-pimentel-medeiros

67. 360°DESIGN
Achieve high-performance
customer-centric design
05
SECTION
Chloë Bregman| future.design

68. Generating ROI and Customer Value = Rate and Success of Execution
It’s not about ideation. It’s about execution.
DISORDER
Complicated
Sense
Analyze
Respond
GOOD PRACTICE
Complex
Probe
Sense
Respond
EMERGENT
Chaotic
Act
Sense
Respond
NOVEL
Simple
Sense
Categorize
Respond
BEST PRACTICE

69. “A company that consistently makes and implements decisions rapidly gains a tremendous,
often decisive, competitive advantage.” - Steve Blank
PERFORMANCE
Delivers on
Brand Promise
+
Exceeds
Customer Needs
TIME
DIRECTION
AT SPEED

70. SUPER FAST FEEDBACK LOOPS

71. TECH
TO SHIP
QUICKLY
DESIGN SYSTEMS
PATTERN LIBRARIES
UI KITS AND
ICON FONTS
COLLABORATION PROCESS
HIGH QUALITY CODE
TEST DRIVEN DEVELOPMENT
CONTINUOUS DEPLOYMENT
A/B TESTING

73. 360°DESIGN
Developing a mindset of
growth and transformation.
06
SECTION
Chloë Bregman| future.design

74. I never lose.
I either win
or
I learn.
Nelson Mandela
“

75. IDENTIFY YOUR FEEDBACK LOOP

76. WHAT KIND OF MINDSET DO YOU HAVE?
Growth
Mindset
Fixed
Mindset
I’m either good at it, or I’m not.
When I’m frustrated, I give up.
I don’t like to be challenged.
When I fail, I’m no good.
Tell me I’m smart.
If you succeed, I feel threatened.
My abilities determine everything.
I can learn anything I want to.
When I’m frustrated, I persevere.
I want to challenge myself.
When I fail, I learn.
Tell me I try hard.
If you succeed, I’m inspired.
My effort & attitude determine
everything.

80. CLINGS TO HIDDEN
ASSUMPTIONS
DOESN’T COLLECT
DATA
THE KNOW IT ALL
learning blockers

81. How does it feel to be wrong?

82. “It does feel like something to
be wrong. It feels like being
right.
Kathyrn Schulz, Author on Being Wrong

83. Trust in Each Other
Changing
Agile
21%
11%
11%
16%
41%
“I know”
“I don’t know.
Let’s test & find out.”
“I don’t know.
The algorithm creates it”
FEW PERSONAS
PAST
CL ASSICAL DESIGN
Trust in Self
Static
Water fall
Trust in System
Generative
?
PRESENT
DESIGN THINKING
MANY SEGMENTS
FUTURE
COMPUTATIONAL DESIGN
PERSONALIZED
SCALE INCREASES FROM 1 TO BILLIONS

84. TECHPROCESSTEAM
VISIONCULTURE
MINDSET

85. 360°DESIGN
Take the leap. Customer-centric
design in action.
07
SECTION
Chloë Bregman| future.design

86. FEEDBACK INTEGRATED IN THE AGILE DEV PROCESS
CUSTOMER-CENTRIC
MINDSET

87. BX
UX
CX
PRODUCT
SUPPORT
TRUST

88. INCREASE DESIGN SPEED & ROI
DELIVER CUSTOMER VALUE TO MEET BUSINESS GOALS THROUGH FASTER CONTINUOUS LEARNING LOOPS

89. I’ve learned the importance of having
a growth mindset. Almost everything
is trainable, including skills that seem
innate. If you’re willing to work at it
you can teach yourself to be more
confident, a better speaker, etc.
Drew Houston, CEO Dropbox
“growth mindset.

91. CUSTOMER-CENTRIC DESIGN
Take action as a
leader
designer
developer
product manager
Change starts with yourself.
IDENTIFY YOUR FEEDBACK LOOP

92. future.design // chloë bregman // @cloudchloe CUSTOMER CENTRIC DESIGN // 01
QUESTIONS
LET’S LEARN TOGETHER

93. 360°DESIGN
Thank You.
Do you have feedback?
chloe@future.design@cloudchloe