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Experience Innovation – Going beyond Product and Service and Re-Imagining the Customer Journey

Posted in Brand, Customer Experience, Customer Insights, Design, Experience Design, and Innovation

In FastCo.Design’s Move over Product Design, UX is the Future, Rick Wise, CEO LIppicott, shares:

Today’s enlightened leaders are achieving success by crafting the entire customer experience – shaping, innovating, branding, and measuring it. They are mastering a new discipline we refer to as experience innovation by going beyond the discrete product or service to re-imagine the customer journey. The result yields new, unexpected, signature moments that delight customers and create significant opportunities for new growth.”

“Experience innovation isn’t driven by specific product features or design, but by reimagining the broader experience of how customers might use the product or service. By looking beyond the product to take a broader view of customer issues and activities around the product, companies can find new ways to address unmet needs, create talk-worthiness, and fuel differentiation.”

“Great experience innovation isn’t about a series of one-off moments, but a holistic vision for a transformed brand experience that evolves over time. A customer-experience map is, therefore, a bold, integrated vision for the future of your brand experience. Start with a broad and detailed exploration of the customer journey–and how it could be different.”

Don’t ask customers what they need, but observe how they behave and what makes them happy or sad. Then assess what people could do. Think about what they will notice, and what they will remember. Look for the big moves–can you take entire steps out of the process, change the sequence, add new value in unexpected places?”

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