Create an Experience that helps you and your customers compete
Operational efficiency and economics are table stakes for financial services. From there winning is about world class customer experiences that help customers win with their money and build strong financial habits.
Moroku’s customer experience design methodology, On Ramp, locates the customer win via a set of player missions embued with fun and social into the very essence of the customer value proposition, and unlocking a never ending road map of innovations with which to compete for and win the customer.
Steve Jobs understood how simplicity trumps complexity but suggested that it doesn’t make “simple” easy. Even though simplicity might seem easy, it actually takes a lot of careful thinking and focus to get there. Simplifying the user experience requires a deep understanding of the challenges the user faces and the options available to motivate them toward the changes you want.
On Ramp builds with a number of attribute to get the experience simple and powerful.
Jobs demanded that we get our thinking clean. “What is the core objective?” “What steps are essential to achieve it?”
To achieve simplicity, it is important to prioritise, focusing on what truly matters
Provide a clear direction to the team. When the team understands the overarching goal and the steps required to achieve it, they can work more efficiently and effectively and you can avoid micromanaging and trust the team to execute with autonomy.
Achieving simplicity is not a one-time effort; it’s an ongoing process. As your experiences evolve, so do the challenges and opportunities they presents. Regularly revisit your strategies and processes, and be willing to refine and simplify as needed.
Over 12 weeks we will work together to define the customer journey across their Odyssey. The process combines business strategy, journey design, innovation, behavioral science and design thinking.
Customer experiences are designed that have game as their essence to take customers on a journey of mastery and keep them engaged .
The process is led by Moroku and involves both technology, product and business members of our client.
The deliverables are a player tested prototype and inputs for piloting and then onto production.
What You Get
You will learn a lot about how people think, such as their cognitive biases and how to design customer journeys to overcome them
BUILD A CREATIVE IDEA THAT BECOMES THE VERY ESSENCE OF WHO YOU ARE
Customer experience is the best starting point for a digital transformation because it places the emphasis on creating a happy customer.
Designers use role playing and physical prototypes to see what the experience feels like for the customers and to rapidly test new ideas. These future customer experiences create a “North Star” to guide the organization on its goals-based journey.
Use Odyssey On Ramp to build an idea, via a proven step by step process, that has value and purpose, is differentiated, credible and compelling, and which becomes a creative platform for staff to rally behind and for society to embrace.
On Ramp commences with a clear statement of the project charter, what we are here to do, who is here to do it and what success looks like
Players are different to customers or users. Their motivations are different as are our discovery of them. We explore this to know them
We review the Flow model to define the challenges skills and levels involved in the players journey to success and begin designing the micro loops of motivation, agency, action, outcome and feedback
We then pick a slice of the flow to focus on, move through wireframing and into a hi-fi prototype for user research
Feedback from real users is used to refine and retest asumptions as we narrow down the thesis
The idea is written up to describe the activity, skills, players, objectivies, technologies and other components to describe what we are building . Backed up by the prototype we are then able to scope and size the build out should we decide to proceed
Leveraging powerful design frameworks
Moroku leverages numerous design frameworks, originating in Human Centred Design and Game. Within these, Jobs To Be Done, provides the beginning for placing the custmer at the centre and focussing on what they need to get done
The Jobs to be done (JTBD) framework is a way of understanding the needs and motivations of customers when they buy or use a product or service. The framework assumes that customers are not interested in the product itself, but in the outcome or benefit that it provides. By focusing on the “job” that customers want to accomplish, rather than the features or attributes of the product, the framework helps product managers and innovators to create solutions that are more aligned with the customer’s true desires
The JTBD framework is powerful because it reveals the underlying reasons why customers choose one product over another, and what makes them switch or stay loyal. By identifying the functional, emotional, and social aspects of the customer’s job, the framework can help product teams to design products that deliver better value and satisfaction. The framework also helps product teams to discover new and emerging jobs that customers may have, and to create products that address them before the competition does. The JTBD framework can help product teams to achieve more predictable and profitable growth by creating products that customers love and need. Download the JTBD Canvas template for free.