Imagine this… You’re playing the popular board game Settlers of Catan. Your objective is to earn enough victory points to win, and the primary means of doing so is building settlements and cities. These settlements and cities take certain resources to build; resources that you’ll need to collect and save up for. But what should you buy? What should you build? Well… what is your strategy?
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Woman writing “Goals” on a whiteboard
Testing for customer centricity
We want to gain 5% more of the market share over the next 2 years.”
“We want to reduce our operating costs by 10%.”
“We want to be the first choice for customers.”
These kinds of ‘winning aspirations’ are a dime-a-dozen, and when you get right down to it, they’re often not that unique to you’re organisational culture, purpose, or brand. But where’s the differentiation on this? What will customers tell their friends about? How do you prioristise what to improve?
More and more organisations are calling themselves “customer-first”, yet when you look at what objectives are coming from the top down, what you hear doesn’t match what you see. What struck me today were some food-for-thought tests in determining if you're truly working in a customer-centric organisation…
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Empty picture frame (image courtesy of Marco Verch, https://creativecommons.org/licenses/by/2.0/)
Reframing for outcomes over outputs
Creating personas is not the goal. Personas are merely a good repository of user research that aids in communicating those insights.
And with this simple explanation, my UX world view was yet again forever changed…
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Stock photo of a team putting their hands in together (courtesy of Hubspot)
A case for inspiring experience visions
Before anyone starts defining the experience vision, it’ll help to have a good idea what the business and brand realistically stands for, where they believe they want to go, and what they’re willing to endure. Without those ingredients, commitment to the cause starts on shaky ground.
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