Universal heuristic rules for designing the perfect customer experience.

1. CX Design Drivers
Customer Experience heuristics
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2. CX Design Drivers | Human Experiences
cost-effec9ve produc9ve ease respected empowered
profitable efficient comfortable liked skillful
wealthy faultless entertained trusted confident
accountable 9me-saving stressless involved innova9ve
frugal effortless painless informed crea9ve
… … … … …
Business Pragma-c Hedonic Social Self-esteem
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feeling
being
Customer: “I value .”

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CX Design Drivers | Rela9onship Experience
credible commiKed the right size
Customer: “It helps if you are .”
trust respect understand
Customer: “First I need to you.”
bond are alike complement
each other
Customer: “It helps if we .”

4. CX Design Drivers | Service Experience
produc9ve knowledgeable informa9ve interested passionate
efficient skillful responsive honest energe9c
fast crea9ve correct respecOul unique
proac9ve capable open available determined
prompt user-centric logical present convincing
faultless
customer-
centric
consistent helpful genuine
… … … … …
Performance Competence Communica-on Sociable Charisma-c
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Customer: “When we interact be .”

5. CX Design Drivers | Product Experience
useful usable sustainable
faultless logical maintailable
flexible informa9ve installable
reilable aesthe9c long-las9ng
controllable fool-proof recyclable
… … …
As a tool User interface Life-cycle
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Customer: “I expect your products to be .”

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CX Design Drivers | Rela9onship Experience part 2
recommend be loyal to be sa9sfied with
Customer: “Only now I want to you.”

7. CX Design Drivers | Tips
CONCEPT DEVELOPMENT
• The design team can priori:ze CX Drivers and use them to clarify the product concept
REQUIREMENT SPECIFICATION
• Define more specific – or even measurable - requirements under each CX Driver
QUALITY EVALUATION
• Use to evaluate the customer experience, e.g. giving a sa:sfac:on score between 1-5
SALES ARGUMENTS
• What is the product story we want to deliver to the customers?
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8. Thank You!
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