The Experience-Centric Organization by Simon David Clatworthy

Author:Simon David Clatworthy
Language: eng
Format: epub
Publisher: O'Reilly Media
Published: 2019-07-23T18:48:30+00:00

Experiences Require Interactions with Things over Time

Customer experiences come through interactions with your service—specifically interactions with touchpoints along a journey. This means that when you are considering the experience that you want your customers to have, you also need to have in the back of your mind how the customer receives this experience, and how you can design the interactions to give desired and desirable experiences. Experiences are how we learn and understand, and the basis for all knowing. They are how we predict and discover. This means that customer experiences are linked to expectations and historical interactions, so to understand these, you need to deeply understand how a customer will relate to your offering, including in a cultural context. This is the domain of the designer, designing for interactions that fit with the customer’s understanding of the world.

Interactions are central to our understanding of the world, and create our expectations of the experience before we have it. There is always a tension when designing services between doing exactly as people expect (consistency) and doing things differently, but better, than expected (innovation). This is the difference between following and leading and is always a decision you face when designing for experience: the comfortable and safe route, or the challenging novel route. The CD Baby cover letter is a great example of doing something different, but in a way that’s consistent with our learned expectations and with the company’s DNA.

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