Module 6: Designing Experiences

Companies often test the effectiveness of alternative website designs by creating multiple versions of their site, randomly assigning different versions to site visitors, and comparing customer behavior on the different sites. This approach to designing websites so they improve engagement and increase purchases is called

A/B Testing

Which of the following best describes the learning objective for Module 6?

Ability to design brands and experiences related to innovative solutions

Which of the following is not a common approach used to KEEP current customers?

Billboard and other print ads

Which of the following represents a theme or identity that a company portrays with its customer experiences as a means of differentiating it from competing offerings?

Brand

Drawing an emotional curve to indicate how customers feel at different points in their brand experiences is a key aspect of

assessing customer journeys

A step in a customer's journey that involves researching information and comparing alternatives is called

consideration

A sequence of interactions that define a customer's experience with a brand is called a

customer journey

The manner in which you pay your suppliers is part of designing your

partner experience

What is a CXO?

Chief Experience Officer

Which of the following is not commonly considered to be a stakeholder in a comprehensive experience design process?

Competitors

Amazon's new Amazon GO grocery stores will allow customers to scan their phone when they walk into a store, grab what they want, and walk out without checking out. Which part of Amazon Go's customer journey is affected most directly by this new point of sale design?

Conversion

Companies often write news releases and send them to local newspapers and TV stations in hopes that they will carry the story. This effort to raise awareness is most directed toward enhancing

earned media

People who are affected by the experiences you design are called

stakeholders

The number and structure of the steps a customer has to take throughout a customer journey is called the experience's

workflow

A net promoter score is usually calculated as

% Promoters - % Detractors

Emotional labor occurs when employees are required to express emotions that they are not actually feeling, such as smiling when they are not actually happy. Emotional labor may have negative consequences for employees and is, therefore, an important experience design issue. Obviously, employees are affected by the design of these exchanges, but which of the following stakeholders are also affected and need to be considered?

Customers and users

The extent to which customers are required to undertake a brand experience on their own describes an experience's

Degree of automation

Rebecca took her first step in her experience design process by articulating the characteristics of people she believes are most likely to be enthusiastic about her offerings. Which of the following steps in the experience design process has Rebecca completed?

Describing customer personas

Identifying specific interactions a customer has with your brand and offerings is a primary purpose of

Describing touchpoints

Instead of falling in love you're your ideas, you should

explore multiple alternatives.

Which of the following companies was used as an illustrative example of applying the discipline of experience design to create competitive advantage?

Disney

Product packaging design is an important aspect of experience design that is likely to be especially important to

Distribution channels

What are the best ways to make your ideas tangible so you can share them with others?

Draw, build, and act

Which of the following disciplines is not commonly enlisted to help with experience design efforts?

Economics

Which of the following would be least likely to be considered a common aspect of experience design?

Expanding a company's number of locations

Learning fast and from failures is best accomplished thorough

Experimentation

Social media is most often used to improve which part of a customer journey?

Interest

According to the TED Talk called "Designing for all 5 senses", why is sex such a great experience?

It pleasurably engages all of the senses

Which of the following is not an essential part of a value proposition statement?

Revenue

According to the video we watched regarding how store design seeks to increase purchasing behavior, which direction do stores typically direct customer when then enter a store?

Right !!

To qualify as a "promoter", most Net Promoter Score calculations require a customer to offer a satisfaction score (on a scale from 1-10) of

9-10

According to Dr. Ford, is "experience design" a thing?

Maybe

When interviewing customers about their experiences with your product or service, what types of questions should you ask?

Open-ended

Companies often utilize Google AdWords to place their sponsored ads at the top of search result that are closely aligned with the company's offering and brand identity. This effort to raise awareness is most directed toward enhancing

Paid Media

What can help nurture awareness of your product or services to customers?

Paid and earned media

Dr. Ford once interviewed an executive at Hershey Foods who, perhaps surprisingly, was selling a national brand of pasta they had acquired. He explained that they varied the color of the packaging in different regions of the country because their research showed that colors had different associations in different locations. Which of the following senses is most directly addressed by this experience design consideration?

Sight

Marty decided to remove outdoor seating from his restaurant on Colonial Drive after he saw negative comments on social media about exhaust emissions from passing cars ruining his customers' experiences. Which of the following senses is most directly addressed by this experience design consideration?

Smell

Stores often play subtle music that resonates with their brand identity in an effort to align customer's mindset with the experiences offered by the store's brand. Which of the following senses is most directly addressed by this experience design consideration?

Sound

An important consideration in experience design is the degree of personal engagement and intimacy customers prefer in their journey with your offerings and brand. Airlines such as Southwest that allow passengers to book their own tickets, print their own passes, and check in their own luggage are pursuing a __________________ approach to customer experiences.

TRANSACTION

Real estate agents will often set out a plate of cookies and bottles of water for people who visit open houses on weekends in an effort to create positive associations with the home and their agency. Which of the following senses is most directly addressed by this experience design consideration?

Taste

Which of the following approaches to marketing and purchasing benefit is likely to utilize extensive automation?

Transaction

Truly delightful customer journeys often result in ecstatic customers sharing positive reviews and personal referrals that add to a company's paid and earned media campaigns. This process is often referred to as a

VIRAL LOOP

Experience design is primarily defined as

a means of making interactions with complex systems more pleasant.

The level of frustration that a customer experiences throughout a particular customer journey is often referred to as

friction

A popular model of describing how companies sell to customers by considering all of the steps in their customers' brand experiences is called the

get-keep-grow model

Effectively describing a customer persona, completing an empathy map, and assessing experiences and feelings across customer journey touchpoints is a helpful approach to

identifying opportunities for improving experiences and addressing frustrations

A step in a customer's journey that might be indicated by clicking on a sponsored link at the top of a Google search result is called

interest

A company that hopes to build customer loyalty and repeat purchases should consider designing _________________ marketing experiences.

relationship

An important consideration in experience design is the degree of personal engagement and intimacy customers prefer in their journey with your offerings and brand. Wedding planners who spend time meeting with couples and their families in an effort to develop a highly personal, customized service are pursuing a __________________ approach to customer experiences.

relationship

Occasions when prospects and customers directly interact with your brand are commonly called

touchpoints

The best way to insure broad consideration of many alternatives is to

use creativity techniques that provoke debate and wild ideas

Designing website interfaces to optimize engagement and conversions related to key performance indicators is a common aspect of designing

user experience

UIX is a common acronym that refers to software design issues associated with

user interface experiences.

Explaining how your product or service helps someone get jobs done by avoiding pains and increasing gains best describes a

value proposition