CONSUMER EXPERIENCE DESIGN

SESSION 1 (SD)

● Brand: The residue of perceptions about a product, service or person over a period of time.
● These perceptions are created by marketing communications that create brand image, but also the
actual experience of the product or service .
● Brand=Image+Experience
● Marketing people need to use their skillset to understand consumers, mine insights, build
personas, understand what makes a persona tick and utilise it towards building a better product,
service, platform and experience.
● Customer cohorts
● Personas are important to create a customer experience, so it is important to be right about them.
○ Persona is a fictitious rendition of a target cohort that you are trying to represent
● Functional value and social value of a product (example: coffee)
● Context
● Customer journeys and interventions ( mapping journey and identifying the right context
which will allow us to make interventions)
● Design objectives ( connecting to marketing and business objectives)
● Information symmetry

SESSION 2 (SD)

● The interplay between conscious mind and sub-conscious mind

○ The context determines who would be in charge. For instance, routine behaviour is
handled by the sub-conscious mind
● Hypnosis is a language that hacks into the sub-conscious
○ Marketing example: Bus stop x coffee smell case
○ Dim lights in a bar, white light in hospital, no clock in a casino
● Hypnosis (affects the emotional centre) and clarity (affects the logical centre)
○ Menu is the place for hypnosis→ we don’t want people to see the price of the food→ we
want them to be lured in the wonderful description of the food
○ Bill is the place for clarity→ people want to know the final amount that needs to be paid
● Mirroring
○ Mirroring is the behaviour in which one person unconsciously imitates the gesture,
speech pattern, or attitude of another. Mirroring often occurs in social situations,
particularly in the company of close friends or family. Mirroring is the subconscious
replication of another person's nonverbal signals.
● Contrasting
○ Opposite of mirroring
○ Example: The ambience of a Barista has to be different from what we see outside (busy,
crowded streets v/s warm, cosy place for coffee)
○ Something you want
● Biological drive: Survival, Reproduction and Adaptation
 ○ If the persona is in a survival mode, would you want to tap into that and offer an oasis of
calm at Barista, using the phenomenon of contrasting?
○ Technique for reproduction mode→ Peacocking: It is “something men do in order to
highlight their strong points in order to stand out from their competition,” much like
peacocks show off their feathers to attract a mate. The goal is to get lots of attention
which will then make you more memorable and interesting.” Example: Men liking flashy
cars like Maserati
○ Technique for adaptation mode→ Kinship/ brotherhood/ tribe (negative example of
kinship: mob mentality)
● Discoverability and feedback
○ Innate curiosity of a living being that allows us to discover something
○ Examples: Netflix posting content on Youtube, even making fun of their own shows
○ Possible techniques for barista: Latte art, book readings
○ McDonald’s hosting bday parts
● Reciprocal altruism
○ You do something for me and I will do something for you in return
○ Example: LinkedIn

SESSION 3 (SD)

● PRIMING: Making sure that you are changing the context but not directly impacting the
conscious mind.
○ Priming impacts your subconscious, makes your retrace your steps to make a decision
differently
○ Attacks the subconscious mind
● NUDGING: Directly talking to your conscious mind to give a sense of clarity. Asking to make a
choice- gently suggesting one way or the other.
○ Attacks the conscious mind
○ Makes you think logically
● The marketing objective for Priming and Nudging is acquiring new customers

PROBLEM 1:

● Persona we are discussing: An older gentleman (70 yo), who is not particularly used to an
ATM- has never gone to an ATM → Goes to the bank to withdraw money → Semi-urban,
retired, educated but not tech-savvy. Kids live in the city and visit him once a week. He lives with
his wife in the suburb. Going to the bank has a social association attached for him- socializes and
passes time. He is now finding the bank to be rude each time he goes.

● Problem: How to make the customer experience for such a persona easier. The persona has
actually needs liquid cash so digital money is not an option. How to get him to the ATM?

● How to use priming and nudging to solve the problem.

 ● Look at the customer journey, using the room of the ATM, its interface, outside of the ATM,
communication in the bank but not advertising.

PROBLEM 2:

● Look at increasing the amount of water that people are consuming when they go to the mess.
Inculcating great habits. Take MICA mess as an example.

Session 4

HOOKED FRAMEWORK

It is actively used over social media, grabs and holds attention for long periods of time and has deep
connections with the biological drive.

● Trigger (External/ Internal) → Action → Variable Reward → Invest back into the system

● Clubhouse → No text, visuals, videos etc

● Only join/start a conversation that does not last for long?
● WHAT IS THE HOOK?
○ Less is more.
○ Makes one join the conversation ‘in-the-moment’
● Social media looks to trigger an immediate reaction and not a contemplative one. That is why
there are so many mindless Twitter wars but it works for Twitter because it keeps people hooked
to the platform.
● The marketing objective for the hooked framework is retention
● Examples of Hooked framework being used: Up next, Autoplay, video starts playing when you
hover on a video tile

ALGORITHM

A formula that allows us to develop the right kind of consumer experience, especially on social media.
We need to take into account the kind of content one wants to consume. Since we are all constantly
evolving, the algorithm reflects that change in time.

Represents an ever-evolving user experience

Session 5: Interface experience and design

● Interface can be a website, app, google classroom, company’s portal

● Steps: Information design/ Information architecture/ Persuasion architecture→ Look and feel→
Functional aspect
● While designing an interface, we need to cater to various personas
 ● Information design/ Information architecture/ Persuasion architecture
○ It is how you distribute info in order to persuade your audience to fulfil the pre-defined
goal. 3 interfaces of information design:
■ Site organisation represented through a site map (Startups have a shallow
architecture, Amazon has a v deep architecture)
● Site organisation is an iterative process
■ Content- Decide hierarchy of content (as defined by site map)
■ Navigation-The way people move through your website.
● Global navigation
● Local navigation
● Contextual navigation (hyperlinks in Wikipedia)

Session 6

● Breadcrumb

Breadcrumbs serve as an effective visual aid, indicating the location of the user within the site’s
hierarchy. This property makes breadcrumb navigation a great source of contextual information
for users and helps them to find answers on following questions:
○ Where am I? Breadcrumbs inform visitors of their current location in relation to the entire
site hierarchy.
○ Where can I go? Breadcrumbs improve the findability of site pages. The structure of the
site is more easily understood because it is laid out in a breadcrumb. The user don’t need
to click on the menu to find out available navigation options. As a result, breadcrumbs
encourage browsing. For example, e-commerce site visitor might land on a product page,
the product might not be a good match, but the visitor might want to view other products
from the same category) and this reduces the site bounce rate.
● Progressive disclosure
Progressive disclosure is an interaction design pattern that sequences information and actions
across several screens (e.g., a step-by-step signup form). The purpose is to lower the chances that
users will feel overwhelmed by what they encounter.
● Infinite scroll
Infinite scrolling is a web-design technique that loads content continuously as the user scrolls
down the page, eliminating the need for pagination. The success of infinite scrolling on social
media sites such as Twitter have made this technique popular, but that doesn't mean you should
do it too.
 ● Content chunking
○ How you distribute content pieces within a page
● Search: It is used in order to showcase what you have got but may not be immediately evident
○ Voice search, text search, predictive texting

Recap

Design objectives ( connecting to marketing and business objectives)

Personas and contexts
Customer journeys and interventions ( mapping journey and identifying the right context)

Interventions:
1. Techniques:
Discoverability and feedback
Hypnosis and clarity
Contrast and mirroring
Reciprocal altruism
Kinship
Peacocking
Survival

2. Frameworks:
Priming
Nudging
Hooking

Interface design is part of experience design

Wireframing, iterative process. Content vs design.
Organisation (site map)
Navigation
Content chunking and search

Methods
Progressive disclosure
Infinite scroll
Breadcrumbs