Design the Conversation: An approach to help you stay focused on the customer
-
Upload
sara-zailskas-walsh -
Category
Design
-
view
228 -
download
1
Transcript of Design the Conversation: An approach to help you stay focused on the customer
![Page 1: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/1.jpg)
Sara Zailskas [email protected]
J. Boye Aarhus November 2016
DESIGN THE CONVERSATION:AN APPROACH TO HELP YOU STAY FOCUSED ON THE CUSTOMER
![Page 2: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/2.jpg)
My background2
JOURNALISMB2BASSOCIATIONB2CUSER EXPERIENCEPRODUCT DESIGNECOMMERCEPRINT, DIGITALTRAVEL
CHICAGOAN AT HEART …NOW IN SAN FRANCISCO
![Page 3: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/3.jpg)
![Page 4: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/4.jpg)
”
At Capital One, we say we design conversations that solve customer problems.
![Page 5: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/5.jpg)
”
We’re on a mission to change banking for good.
![Page 6: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/6.jpg)
”We bring simplicity,
humanity, and ingenuity to banking by putting the
customer first.
![Page 7: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/7.jpg)
”We design conversations
that are clear and relevant.
![Page 8: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/8.jpg)
8
”We apply 3 pillars when designing what to say, to whom, when, and how.
Natural Language
1
2
3
Use Case
Relevant Context
Every conversation is guided by 3 pillars.
![Page 9: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/9.jpg)
”The approach works.
On my team, we took a 26% completion rate to 92% by designing the
conversation.
![Page 10: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/10.jpg)
”
(The strategy for that same project is now being applied across our small-business
products for 2017.)
![Page 11: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/11.jpg)
What we’ll do today:11
๏ Review what we mean when we say we design the conversation.
๏ Learn a conversation design tactic to kick off a project customer-first.
๏ Practice it.
๏ Discuss how we can apply it to our own work groups.
![Page 12: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/12.jpg)
What is conversation design?FIRST THINGS FIRST
![Page 13: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/13.jpg)
”
Conversation design manifests itself in experiences that feel like real conversations because of
the language we use and information we include.
![Page 14: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/14.jpg)
(Let’s review.)14
”We apply 3 pillars when designing what to say, to whom, when, and how.
Natural Language
1
2
3
Use Case
Relevant Context
How every person at Capital One can design experiences that feel like real conversations.
![Page 15: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/15.jpg)
”Natural means clear —
similar to what you would use in a conversation
when speaking to someone who is new to
your company or product.
![Page 16: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/16.jpg)
”We apply this across our
experience, from online bank and credit card accounts
communications to our experience on Amazon Echo (“Alexa”).
![Page 17: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/17.jpg)
”The pillars force us to be customer-first with our
content.
![Page 18: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/18.jpg)
”
(If you make the customer happy, you win too.)
![Page 19: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/19.jpg)
”
How do you start?
![Page 20: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/20.jpg)
Write the conversationCONVERSATION BUBBLES
![Page 21: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/21.jpg)
”Pick a task, and write what a conversation
would sound like between the customer and the
company to complete that task.
![Page 22: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/22.jpg)
![Page 23: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/23.jpg)
Why this works 23
๏ Spot gaps in your knowledge.
๏ Discover use cases.
๏ Identify product ideas.
๏ Create actual copy you can use, written in natural language.
๏ Capture guidelines that naturally surface.
When you look at the conversation you wrote, you can:
![Page 24: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/24.jpg)
You can do this by yourself.
Better: Find a buddy.
Best: Invite key work partners.
๏ Has a seat at the table.
๏ Can feel heard in a setting outside a meeting.
๏ Flexes creative skills.
๏ Participates in foundational discussion.
๏ Puts the customer first.
๏ Reviews designs much quicker.
When you invite key partners, everyone:
![Page 25: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/25.jpg)
LET’S PRACTICE!
TOPIC: ONBOARDING
![Page 26: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/26.jpg)
”First:
Identify your customer problem.
![Page 27: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/27.jpg)
I’m a new employee trying to figure out how to work well and fit into my new team. I need help understanding how things work here. This is difficult because basic details about day-to-day work life aren’t covered in formal human resource introductions.This makes me feel insecure and gives me more anxiety that I don’t need (I’m already nervous!).
CUSTOMER PROBLEM:
![Page 28: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/28.jpg)
THE PROBLEM:
I receive company human resources information (company values, how to sign up for benefits, etc.) when I start at a new company, but I have to ask
many questions to understand how to work well and fit into my new team.
![Page 29: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/29.jpg)
THE PROJECT:
We’re going to design the conversation we want new employees to have with us on the first day of working
on our 12-person team at our mid-size creative consulting company, Happy Company. The company
is set in an urban neighborhood.
![Page 30: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/30.jpg)
THE QUESTION:
What would a conversation sound like between a new employee and a team member in charge of
setting up and introducing this new employee to her/his new team?
![Page 31: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/31.jpg)
Use conversation bubbles to start the project.31
1. Pair up.
2. Each person chooses a role: new employee (customer) or team member (company).
3. Write the dialogue between a new employee and the team member who’s doing the on boarding.
![Page 32: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/32.jpg)
How’s your day going so far, Inge?
Not bad. I can’t figure out where to put my lunch though …
![Page 33: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/33.jpg)
Design the conversation
1. Pair up.
2. Declare your role or position to your partner.
3. Write the dialogue between a new employee and the team member who’s doing the on boarding.
Be sure to capture how you’d say it in person; use natural, human language.
Consider having each person write their part on a single, shared, piece of paper.
“I receive company human resources information
(company values, how to sign up for benefits, etc.) when I started at my new company,
but I have to ask many questions to understand how to work well and fit into my
new team.
![Page 34: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/34.jpg)
30 MINUTES
![Page 35: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/35.jpg)
BIO BREAK
![Page 36: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/36.jpg)
”Let’s take turns reading your
conversations aloud for the group. (There’s a point. Promise.)
![Page 37: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/37.jpg)
”
What did you like, and why?
![Page 38: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/38.jpg)
”
What didn’t you like, and why?
![Page 39: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/39.jpg)
”
Can you spot information that must to be included?
![Page 40: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/40.jpg)
”Can you spot information that would be nice-to-have but isn’t
necessary to making an employee easily fit in?
![Page 41: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/41.jpg)
”Can you spot ideas for
how and where this information should be
communicated?
![Page 42: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/42.jpg)
”
Double-click to Edit
![Page 43: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/43.jpg)
”Can you spot guidelines for what we should make
sure to do?
![Page 44: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/44.jpg)
”
Can you spot what should we NOT do?
![Page 45: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/45.jpg)
”
Can you spot copy you can use?
![Page 46: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/46.jpg)
”
Is there anything we should NOT say?
![Page 47: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/47.jpg)
A few tipsCONVERSATION BUBBLES
![Page 48: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/48.jpg)
”Be sure to capture the
outcomes of the discussion.
![Page 49: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/49.jpg)
”Use them as guidance as
you put your plan into play.
![Page 50: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/50.jpg)
”Revisit them as you learn about your customers and
plan for content. Update any guidelines.
![Page 51: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/51.jpg)
ExamplesSNEAK PEAK INTO TOMORROW’S CONVERSATION DESIGN SESSION
![Page 52: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/52.jpg)
Before
![Page 53: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/53.jpg)
After
![Page 54: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/54.jpg)
Before
![Page 55: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/55.jpg)
![Page 56: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/56.jpg)
After
![Page 57: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/57.jpg)
”
How can this fit into your work?
![Page 58: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/58.jpg)
”
Questions?
![Page 59: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/59.jpg)
CONTACTAND FIND ME
415-470-3259
Like what you’re hearing? We have a UK office, and we’re hiring.
![Page 60: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/60.jpg)
AppendixTEMPLATES
![Page 61: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/61.jpg)
I am [a/an] [which type of customer?] trying to [do what?] [where or when?]. I need to [key need], but I can’t because [what’s in my way?].This makes me feel [my feelings].
CUSTOMER PROBLEM
![Page 62: Design the Conversation: An approach to help you stay focused on the customer](https://reader035.fdocuments.net/reader035/viewer/2022062821/589e5ce61a28ab16348b5b23/html5/thumbnails/62.jpg)
Project name that makes sense to your group
Describe the customer and his/her task or problem to the group.
Facilitator instructions to the group. Time depends on scope of problem and activity goal.
Facilitator guidance
Questions to cover
(Not shown) Recap what you heard.