Being an experience-led organization

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Information about Being an experience-led organization

Published on October 11, 2009

Author: stevebaty



Organizations can successfully apply a customer-centric, experience-driven approach to many business problems. In this presentation I look at the use of experience design to the creation of a customer experience lifecycle and the mapping of this to the requirements for a core IT system.

Presentation given at UX Australia in Canberra on August 28th.

Being an experience-led organization Steve Baty

Being an experience-led organization Design from the outside in.

Being an experience-led organization About YHA Australia

Being an experience-led organization Hostel reservations & front desk

Being an experience-led organization The project

Being an experience-led organization Decision-making criteria

Being an experience-led organization Research methods

Being an experience-led organization Research methods: - workshops with stakeholders - observational research - interviews - social media listening post - purchasing behaviour

Being an experience-led organization Analysis of Research Data

Being an experience-led organization Analysis of Research Data: - grouping lifecycle stages - experience elements - business interfaces & touchpoints - interactions - back-office interactions - technology

Being an experience-led organization physical experience artifacts experience user interactions interactions touchpoints business touchpoints front-office processes technology back-office General model Adaptive Path systems systems

Being an experience-led organization Outputs

Being an experience-led organization 3 staying booking The heart of the relationship: how the gettting there Get picked up at check-in Identify myself require assistance Get bored do stuff Plan more of my holiday check-out Queue at reception GUEST GUEST GUEST GUEST GUEST guest is treated from airport/ bus terminal Collect my room key Complain “Hygiene” activities Return key this point is the most Check availability & Arrive at the hostel - Eat GUEST important thing. Store luggage Get homesick - Sleep Claim key deposit pricing Queue at reception Provide my details Ask questions - Shower Return borrowed equipment We can help make the Sit through Undertake local welcome/orientation Orientation briefing Feel lonely activities trip to the hostel easier Query account Supply my details with directions and a Operate pick-up/ Collect messages Use the internet cafe Settle account Find the guest/booking YHA YHA pick- up service. drop-off service Ask for help Pay for things Store luggage Allocate guest to a Check policies for Check-in and check- Give orientation briefing bed/room Cause trouble Take payment Check messages YHA cancellations & out service should be Encode and supply Lend an ear YHA Welcome guests room key Travel advice (Quickly) locate the YHA fast, friendly, accurate refunds and efficient. Provide clear instructions/ directions Store luggage Answer questions Activity bookings guest/ booking temporarily Store and deliver (Quickly) check the Internet access account balance messages “Check in” guest Confirm details We can make their stay Report showing new Sell things TECHNOLOGY Record and handle Hand over messages better through the arrivals Offer “extras” complaints knowledge of the staff Check out guest Is the room clean? TECHNOLOGY Record and handle Guest details Retain confirmation and access to a wide range of activities. Guest preferences disturbance Report showing Ask about further travel > forward for reference and Run orientation Store messages current guests bookings TECHNOLOGY session proof Check-out is the last Retrieve messages Housekeeping Receive payment Issue receipt chance to impress. Guest details Maintenance TECHNOLOGY Guest details Account details Travel/ tours Receive key Account status Payment processing Receive loaned Confirm availability Allocation Complaints log equipment YHA Report showing new Confirmation & pricing arrivals Incidents log Receipts Guest details TECHNOLOGY Housekeeping status Integration with eNights Key encoding Suggest Maintenance status Report showing current guests Account status alternatives Bed/room status Key encoding Reports showing guests departing Interact cafe access Payment processing Collect guest sale Receipts details Other “extras” sales Visibility into other hostels Retrieve messages Match guest details

Being an experience-led organization So...

Being an experience-led organization A coherent, shared view of the experience the organisation wants to delivery to its guests

Being an experience-led organization A view of the guest that stretches beyond their visible presence or direct interaction

Being an experience-led organization A set of broad requirements for the front-desk interaction between guest and hostel

Being an experience-led organization A description of the system requirements that a traditional IT vendor can deliver against

Being an experience-led organization References: Subject to Change, by Adaptive Path What is experience strategy? by Steve Baty ( Being an experience-led organisation by Steve Baty ( Service design concept image by Brandon Schauer (flickr)

Steve Baty, UX Strategist Principal, Meld Consulting Organizer, UX Australia Director, IxDA Meld Consulting Founder, UX Book Club Editor, Johnny Holland Twitter: @docbaty Contributor, UX Matters Editor, Boxes & Arrows Blog: Member, IA Institute Mentor, IAI & IxDA Email:

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