Customer Experience Development

Our CX work consists of two phases - research & design, and production & development. In the first part, we study what content your audiences are engaging with via digital channels, to produce a digital CX map. This allows us to understand how a customer experiences your brand, and how these experiences can be refined and improved, to better meet your goals.

CX Mapping & Design

This map considers every element of each of the journeys a user might take. This is done through the lens of the TOGAF ADM. We consider each interaction from the point of view of how and what: how are the processes of each interaction perceived by your organisation and your users, and what takes place over the course of that interaction to form that process. Each interaction is broken up into the organisational, data, application and technology components (which we refer to as ODAT), coupled with users' emotional states, objectives, requirements and obstacles (which we refer to as ESORO).

With the suite of user journeys mapped out, we're then in a position to present you with opportunities for how to change each point in your consumers' experiences. We work in partnership with you to ensure that each touchpoint delivers in exactly the way you wish. This is turned into a calendar of work, complete with migration plans from the current touchpoint to the new one, governance for implementation and KPIs for judging the success of the amend.

With that calendar as our guide, we then work with you to produce emotive, engaging creative experiences that your audience will engage with over the course of their journey with your organisation. We aim to produce many small, compounding returns, producing a lasting impression.

Concept Research & Touchpoint Triage

For touchpoints that either need refinement or creating from scratch, we'll produce a variety of creative concepts to create the CX we've designed with you. These concepts come together to form an amends calendar. If the previous stage is the abstract concept of what we're aiming to do, this is the concrete plan for what you'll see.

We also plan for touchpoints that will be retired and removed at this point, and how that removal will be handled, from technical, SEO, and end user perspectives.

Prototyping

Having chosen the particular concepts to move forward with, we work with your people to produce prototypes as we move through the calendar to flesh those ideas out. We believe in prototyping over wireframes for designing interactions, as wireframes lack an interactive, functional nature.

We create and present functional prototypes so we can focus on the development of the experience of the touchpoint in question. We believe it's necessary to actually go through the consumer's likely interactions with a creative work to produce something truly exceptional.

Production and Polish

Now we arrive at the point where we produce final version of the touchpoint, whatever that may be. Whether it's an interactive page on your site, a social media channel, a short story delivered via a microsite or so on, this is the final version of any particular piece of work.

Distribution

Where relevant, we will then use various digital channels, potentially including digital PR and influencers, SEO, and advertising to bring your audience to the touchpoint in question. We track how they interact with it, evaluate how well it resonates, what changes it brings about, and refine our ongoing marketing based on that data.

Debrief

The final part of our process, we look at what's happened over the course of the work, what outcomes we've seen as a result of it, and benchmark it against the success and failure criteria set at the start of the campaign. We then use that information to iterate on the work to improve it further, to ensure our work is as effective as possible.

Interested?

If you need help with your creative work, and like working with people who think and work a little differently, talk to us.