About the course
Overview
A great customer experience can lead to significant increases in conversion, repeat custom, loyalty and advocacy. This course will enable you to articulate the business case for a customer experience (or UX) focus, as well as providing you with the knowledge and experience of how to go about producing exceptional customer experiences. There is a large practical component so you will produce something concrete and tangible that you might be able to implement when you get back to your desk.
Econsultancy’s Masterclasses are three-day intensive programmes offering you a deep dive into specific digital disciplines. With content drawn from our academically accredited digital certificates, the Masterclasses offer practical training without the need for long-term commitment.
Masterclasses:
- Are led by practitioner trainers
- Include access to resources to support the training
- Allow delegates to implement and evaluate what they’ve learnt through ‘homework’ and trainer feedback after training
- Lead to an Econsultancy certificate of completion
- Offer delegates the opportunity to ‘upgrade’ to an academic qualification where demand is high enough
Programme
Day one
Introduction
- What is customer experience, why is it important?
- User centred design – a framework for delivering enhanced customer experience
Bedrocks and ‘rules’ for customer experience
- What usability really is, what good customer experience looks like
- The fundamentals of delivering good usability and interaction
- Design patterns – shortcuts for specification and evaluation
Beyond usability – reducing procrastination, stimulating action
- Does persuasion fit ethically with creating a good customer experience?
- Designing for persuasion
- Designing for emotion
An introduction to user-centred design
- Key principles
- How it fits with standard development practices
Practical(s): Evaluating sites and services against best practice principles
Day two
Customer experience strategy
- Setting appropriate goals
- Setting appropriate metrics
Customer and design research
- Fundamentals of what good (and bad) customer research looks like
- Exploring the range of research methodologies from qualitative to quantitative
- Pros and cons of various research techniques
Introduction to behavioural user testing
- The range of methods & techniques (face to face to remote)
- The range of platforms (desktop, smartphone, tablet, offline)
- Planning, executing and analysing user testing
Practical: Testing and interviewing try-outs
Day three
Developing and using design and experience tools
- Personas
- Mental models
- Scenarios and user flows/journey maps
Developing and information architecture
- Developing overall information structures and flow
- Content analysis and vocabulary control
- Testing and refining IA and organisation
Designing the experience
- Ideation techniques
- Developing prototypes
- Interaction design principles
Practical(s): Developing key design tools and prototypes of your site/service
Who should attend?
Masterclasses are ideal for professional marketers with a good understanding of digital who are looking to develop a new skillset or benchmark and consolidate their learning in a particular discipline.
They are also ideal for teams embarking on a new project where it’s important everyone approaches the work with a thorough understanding.
What will I learn?
On successful completion students will be able to:
- Understand the essential elements and benefits of delivering an enhanced customer (user) experience
- Understand the appropriate techniques required to deliver real insight in order to define customer wants, needs and expectations
- Define a customer (user) experience plan including goals and metrics
- Understand the essential bedrocks of delivering an excellent and optimised end to end customer journey: usability and persuasion
- Undertake basic research and evaluation to improve customer insight, validate information coming from other sources, and assess designs and interfaces for online interaction
Trainer
Dr Jon Dodd
CEO and co-founder, Bunnyfoot
Jon holds a DPhil. in Visual and Computational Neuroscience from Oxford University. As an academic he researched (amongst other things) how you and your brain judge attractiveness, discern the shapes of shampoo bottles, and make decisions when shown visual illusions (he can also tell you a thing or two about how faces indicate age, gender and trustworthiness and why caricatures work so well).
In 1999 he escaped the cosy confines of academia and co-founded Bunnyfoot. The premise was (and still is) to help people create great experiences by applying the brainy bits from science and psychology, along with best practice and techniques from disciplines such as usability, HCI, ergonomics and user centred design.
Jon is a former invited expert for the Web Accessibility Initiative (WAI) and former editor-in-chief of the Usability Professionals Association online newsletter. He likes to keep hands on client projects where possible (recent clients include Boden, Microsoft, Cotswold Outdoors, M&S) but is also in demand for national and international conferences and training.
Jon is currently writing a book on 'the psychological and visual basis of customer decision making' and needless to say is searching for a more punchy title – suggestions? He is a diving instructor, serious poker player, and is soon to be racing across the Atlantic on a 70ft yacht (until late 2012 he'd never sailed before)
