At its core, design means value creation. In the world of Customer Experience design means to empathetically imagine a future customer experience that is easy, fast, and seamless. The actual design can be building a new lobby or changing an existing customer-facing process that takes too long, or simplifying an internal procedure that prevents employees from solving customers’ problems quickly. Due to its importance, CX design is also one of the six disciplines that the CCXP exam covers. Any CX professional must feel accountable and responsible for CX design. It is our job to design and to to prove the ROI of that customer-centric design. All of this can feel overwhelming. How can one person solve all of these structural problems in a creative way? Where do you even begin?
What do you want the customer to do?
You begin with the process. Current, future – gaps. In the JetBlue lobby case, before we even began building T5 we met with the industrial engineers to go over the mechanics of the space. “We want movement. No queues.” Airports and airlines both share that goal. But that is too generic of a statement to allow for a design solution.
The questions you need to ask and answer at this first phase of CX design are “Why is there no movement today? Why are people waiting on line?” and then use the 5 whys technique to really understand what you need to address in your design in order to create movement. In our lobbies we had long lines at the “Bag Drop” position. Often, the express “Bag Drop” line was even longer than the “Full Service” line that offered more services, leaving customers and crewmembers frustrated.
The original plan to address the bad customer experience was to introduce self-tagging kiosks in the lobby. If only customers could print their own bag tags, all the lines would be gone. At first look that sounded logical, until I remembered . The Goal teaches to look for the bottleneck of any operation and to chase it all the way down/out of the system. Instead of building the business case only for kiosks, I kept thinking about the end-to-end journey of the customer. Not surprisingly, when we asked our 5 whys we quickly found out the root cause that we needed to solve with the future CX design.
Kiosks were not enough. I had to go farther.
We never had bag drop positions. Functionally, there was nothing different between the bag drop position and the full service position. Customers would go to the fast lane and clog it with questions or needs that required our crewmembers to act as a full service desk, holding the line for up to 15 minutes per customer. As CX Designer, I solved that by stripping all the full service functionality from the bag drop position. I removed the computers. Then I removed the podiums. I gave our crewmembers a completely different environment to operate in, disabling them from ever functioning again as full service desks. Featured in Cosmopolitan Magazine, the new design empowered them to deliver personal, helpful and simple experience by removing the physical barrier between them and the customers thus creating an open environment that ignites conversations.
Creative thinking, process mindset and empathy are the key ingredients to building CX journeys (experiences) that will differentiate your business and make your customers come back for more. People do exactly what you design them to do. The good news is you are in charge. There is no such thing as overthinking design. Keep imagining all the things that can go wrong and then amend your design accordingly. Enjoy the art of CX design!
Featured Image Courtesy of Cosmopolitan Magazine