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FIFTH QUADRANT

Established in 1998, Fifth Quadrant

is a Management Consultancy and
Analyst Organisation specialising in:

CUSTOMER EXPERIENCE
STRATEGY

CUSTOMER EXPERIENCE DESIGN METHODOLOGIES USED

CUSTOMER EXPERIENCE
RESEARCH

Customer Experience Design utilises the following techniques:

CUSTOMER EXPERIENCE
DESIGN

Co-creation - is an important methodology in delivering outstanding and

differentiated Customer Experiences. Co-creation helps organisations to see
the experiences that customers really want by collaborating with customers
to design products and services thus avoiding investment in experiences that
the organisation only thinks that customers want.
Future scenario planning - is used to design experiences where future
change drivers will play an important role in shaping the environment and
the future needs of customers. Scenarios may be developed following an
assessment that covers Social, Political, Economic, Cultural, Technological,
Aesthetic, Customer, Legal, Environmental and Sectoral factors.
Design thinking - is a human-centred, prototype-driven process for
innovation that can be applied to product, service, and business process
design. It incorporates the key stages of empathise, define, ideate, prototype
and test.

CUSTOMER EXPERIENCE DESIGN

Customer experience design is a methodology that combines design
techniques, research and systems thinking, enabling customer insights
to be translated into innovative and differentiated products, services and
business models. It identifies customer pain points and opportunities to
solve customer problems. It may provide solutions for fixing your current
customer experience or it may be used to design a new and differentiated
experience for the future.

Customer research - The foundations of all good Customer Experience

Design programmes are underpinned with customer research and deep
customer insights. Customer research may include qualitative, quantitative,
ethnographic and other research methods.

FIFTH QUADRANTS APPROACH TO CUSTOMER EXERIENCE DESIGN

Customer Experience Design is about creating valuable and memorable

experiences for your customers. By using Customer Experience Design
techniques you are assured that the experience is driven by deep customer
insights and that it will address your customers articulated and unarticulated
needs. Customer Experience Design is the process of unlocking the value for
your customers.
Customer Experience Design may be used to improve the experience for
customers, stakeholders, intermediaries, vendors, partners and employees.
Most commonly it is used to design experiences for customers. The
experience may be organisation wide or focus on a particular channel,
product or touch point where the person interacts with the organisation.

When approaching a Customer Experience Design project Fifth Quadrant

develops a tailored approach to fit the challenges and goals faced by our clients.
Fifth Quadrants consultants combine their skills in human centred design,
research, data analytics, technical expertise, business strategy, future thinking
and operational knowledge to design experiences that can be operationalised
and are measurable for the value they provide to both customers and the
organisation.

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RESEARCH TECHNIQUES USED

RESEARCH TECHNIQUES USED

Fifth Quadrant uses both quantitative and qualitative research and

evidence in the design of customer experiences.

Cultural probes is a user research methodology that involves participants

collecting the data by themselves, on their own. The reporting tasks set for
participants are designed to be engaging and elicit inspirational responses.
For example, scrapbooks, glue and digital photos can be used to help
participants to express themselves. Customer journals are also another
reporting task used in cultural probes.

Ethnography is a form of qualitative research often used by anthropologists

and sociologists. It explores the point of view of the customer within the
context of their environment.
Research activities may involve participant observation, field notes and
interviews.

Customer journals are completed by research participants over what is

typically a long period of time. They are often structured diaries prompting
the participant for certain information around their interactions with an
organisation or based on a particular scenario. By collecting data over
a period of time, the same participants may be tracked and differences
observed in their needs, expectations and emotions over the time period.
The information collected in the Customer Journals may be used to prompt
further questions by the researcher to gain a deeper understanding of the
customers experience throughout their journey.

Contextual inquiries allow the researcher to observe customers within the

context of their natural environment. By observing the customer complete
certain tasks the researcher may gain a detailed understanding of the steps
a customer takes, the artifacts they generate or use to complete the task
and other interactions that may take place in the course of their activity that
are not with the organisation but relevant to the customers goals. Open
ended questions in the form of a discussion reveal deeper and broader
insights. Contextual inquiries allow researchers to record the customers
tacit knowledge, which is not likely to be captured through more traditional
research methods. These deeper insights unlock a greater range of
opportunities for an organisation to meet their customers needs.

Big data insights - Big data is defined as identifying, ingesting and

deciphering relevant customer information by contextualising large datasets
of varying types and from different sources. Big data insights reveal new
and relevant customer information beyond just their interactions with
an organisation which can be used to inform the future state customer
experience.

Customer storytelling (CustomerStories) gives the customer freedom to

narrate an experience in their own words and as they saw it. Narrative
and Story Telling methodologies are employed. This innovative approach
provides a deeper understanding of the customers experience, without
the organisation imposing their story on the customer, providing unbiased
customer guidance for future state customer experience. By capturing these
stories, organisations can discover breakthrough insights.

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OUTPUTS OF CUSTOMER EXPERIENCE DESIGN

CUSTOMER EXPERIENCE DESIGN TOOL USED

At Fifth Quadrant we believe in bringing strategy to life through creatively

designed outputs that are clear and engaging for all stakeholders.

Fifth Quadrant uses the following specific Customer Experience Design Tools:

1. VISION CREATION

Personas represent a cluster of customers who exhibit similar behavioural

patterns in their purchasing decisions, use of technology or products, customer
service preferences, lifestyle choices, and the like. Behaviours, attitudes and
motivations are common to a type regardless of age, gender, education, and
other typical demographics. Personas may include behaviours, needs, wants,
pain points, demographic data and cultural background based on a particular
archetype. They provide designers and stakeholders with an understanding of
who they are designing for and can be used as a reference point for deciding if
their ideas will best serve the customer.

A Vision is a visual depiction of the future state

customer experience. It may include a shift in
customer perceptions, an articulated Customer Value
Proposition and new markets, products, service
models, channels, touchpoints, pricing and business
models as well as the desired end goal.

2. CUSTOMER JOURNEY MAPS

Storyboards bring to life design ideas and the customers experience through
illustrations put together in a narrative sequence.

Customer journey maps describe the journey of a

customer by representing the different channels and
touchpoints they use to interact with an organisation
in a, typically, grid-like visual design. The interactions
are depicted step-by-step and also indicate what
the emotions of the customer are along the journey.
Customer journey maps are useful tools in identifying
the gaps in the current experience from the
customers point of view and in designing the ideal
future experience.

Eco-system maps provide a clear view of the stakeholders and other parties
understood to be part of the organisations internal ecosystem as well as those
outside of the organisation such as distribution channels, direct suppliers and
associations. Eco-system maps help us to understand the key relationships and
resources in an organisations value chain and to identify vulnerabilities and
undervalued relationships. The parties commonly identified in an eco-system
map are customers, communities, partners, suppliers, vendors, related service
organisations, makers of related products, competitors, associations, unions,
government agencies, regulatory bodies and resource pools.

3. CUSTOMER BLUEPRINTS

Stakeholder maps are an analysis tool that identifies stakeholders and applies
the most appropriate lens for understanding how to engage the different
stakeholders and what their interests are in the project.

A blueprint builds on a customer journey map by

describing the back stage processes, systems and
technology to support the customer experience. It is
an operational tool that informs the development of an
implementation roadmap for the future state customer
experience.

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NOTES
Fifth Quadrants services include:

CUSTOMER EXPERIENCE DESIGN

CUSTOMER EXPERIENCE DESIGN

If you are interested in using Co-creation for

better customer experience outcomes,
please contact us:

+61 2 9927 3399

+61 2 9927 3327

info@fifthquadrant.com.au

Level 11, 100 Miller Street

North Sydney NSW 2060

www.fifthquadrant.com.au
CUSTOMER EXPERIENCE DESIGN