Starting with a definition of Experience Design. How to realize your experience given your BOM model or how to change your BOM to deliver your experience.

Experience Design requires seven key steps or considerations:

• Customer Persona and Journey – Do we know who the customer is, the journey they expect and what are their demands, how that is affected by the BOM components available.
• Review features of your operating model against requirements to deliver- Comparing your desired experience as expressed by the journey map stages and interactions with your BOM capabilities and identifying what the challenges are and what BOM changes you might need ot make to deliver those critical experience elements (as expressed by your key moments)
• Map experience interactions in journey maps including flow of interactions – Howdo the various interactions flow. This includes interaction flows that cross experience stages (and ideally what are the criteria that show that a customer has moved form one stage to another, can they move back etc). Often represented by swimlanes that sit beloe and are aligned with the journey maps. Experience flows that clearly show the process, people, organization and technology and data (and even partners) that support the specific product and service related experiences.
• Design the actual User Experience (UX) within each interaction point – A UX is usually defined as the experience within a given interaction (CX is the experience across many UX’s). UX needs to consider personalization and contextualization and is fundamentally affected by the BOM component.
• Make sure you provide experience options – When designing your experience you cannot actually decide which experience will be preferred by which customers. You need to get it close enough and then show them. For Design Thinking fans this means “paper protoypes” that are low cost versions that can be created quickly and reviewed and changed. Digital marketing professionals are big fans of A/B testing where two versions of a message are shown and the most popular is used.
• Review and test experience design – Showing your customers your experience will tell you a lot. And to use our favorite Mark Twain (mis)quote “It aint what you know that will kill you, it aint what you don’t know, its what you know that aint so” so you will make a lot of misassumptions about which experiences are preferred by who.
• Implement and activate – Once you have the experience designed and agreed> you can go ahead and implement and activate it. In incremental components that may require synchronization across channels and uX’s, including appropriate training, of your customers ,your employees and partners.

Comparing and contrasting the credit union mortgage application example from the prior podcast with an (almost) completely online mortgage application process like that offered by Rocket Mortgage

Why the BOM decisions you make for specific customers are directly related to your cost of operations and ongoing success. And why that needs to be determined by your Business Strategy and CX Strategy, who you will serve and how

Graham & Robin discuss

• “Why in person credit union experiences serve fundamentally different customers than an online Rocket Customer“
• “Why Design is a clear CX Art, supported by CX Science.”
• “Why different channels require different UX. For example how an IVR experience design is different to a mobile app design.”
• “How chatbots and facial recognition in your BOM can transform experience offerings, for the right customer. “
• “How agile is a perfect way to design and activate multichannel experiences”
• “What is Customer Thinking – combining Customer Experience and Design Thinking approaches”

Resources

• McorpCX’s renowned CX Design webinar click here 
• The Practical Guide to Experience Design: A Guidebook for Passionate, Curious, and Intentional People who Enjoy Designing for Humans click here

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