We design for your customers
...and your customers are not rational
*customer = person, human, citizen, user, client, dude etc.
We stand in their non-rational shoes
If you are designing your websites, services or processes assuming people are rational, and you're using logic and quantitative data to inform those designs, you're probably doing OK.
However, if you want to do better than OK i.e. if you want to be 'disruptive', effect behaviour change or significantly increase sales, adoption, engagement or retention (pick whatever's important to you and your organisation) then you might want to think a bit differently.
However, if you want to do better than OK i.e. if you want to be 'disruptive', effect behaviour change or significantly increase sales, adoption, engagement or retention (pick whatever's important to you and your organisation) then you might want to think a bit differently.
So, People aren't rational you say?
That's right!
We are emotional, social, instinctive, contextual.
We are capable of rational thought, sure, but it is not our key driver.
We typically only use logic & rationalisation to justify what our 'heart' wanted all along!
Think back to your last big purchase (home, car, holiday) and remember why you bought what you did....
or your most recent confirmation-biased, cognitive-dissonant, social media opinion.
I suspect your emotional, social, contextual repsonse kicked in way before your rational brain was aware it needed to respond.
How can we help you?
We help public and private sector organisations to design solutions that empathise with people’s ‘non-rational’ drivers….Not their rational ones. We listen to what they don't say as much as what they do say.
We then, informed by what we now know about the 'customer', allow our experience and creativity to take over and design the thing that will engage and motivate them into action.
Of course, you may believe that you have all (or at least most!) of the answers yourself, and that logic and rational thought gave you those answers. You might be right but also...
We then, informed by what we now know about the 'customer', allow our experience and creativity to take over and design the thing that will engage and motivate them into action.
Of course, you may believe that you have all (or at least most!) of the answers yourself, and that logic and rational thought gave you those answers. You might be right but also...
75% of organisations think they are customer-centric
but only 30% of their consumers agree!
We can help you to
1. Understand your customers' motivations
2. Design innovative systems, services and products that appeal to those motivations and their underlying emotions
3. Deliver uplifts in adoption, sales, engagement or retention
as a direct result of 1 and 2
Mixing human insight & inspirational design
Over the last +20 years Ian Ward has worked with great creative teams to develop transformative customer experiences (digital, real-world & in-store) that consistently increase conversions, satisfaction, sales etc. by considerable factors e.g. 20%, 30%, 40%, +100%. The method doesn't change much : discovery/research > design > iterate > develop > implement...and then back to the start - Keep testing, creating, iterating, improving until 80% of your target agree with you/your hypothesis!
He has worked with private and public sector in the UK and internationally : HMRC, lots of Local Gov clients in Social care, Health & Wellbeing, Digital First, Abundance Ethical Investment, Boots, Lloyds Bank, e-on, Mail Online, Toys R Us, Emma Bridgewater, Pyjom (Russian bank - a project involving Michael Wolff as Creative Director).
He has worked with private and public sector in the UK and internationally : HMRC, lots of Local Gov clients in Social care, Health & Wellbeing, Digital First, Abundance Ethical Investment, Boots, Lloyds Bank, e-on, Mail Online, Toys R Us, Emma Bridgewater, Pyjom (Russian bank - a project involving Michael Wolff as Creative Director).
Methodologies and Outcomes
Outcomes - How we can help you
Our essential outlook
Our approach
- Analyse and update your current journeys/services - whether they're web based, other digital or offline
- Create new journeys/services - new websites, new social content, new digital journeys, new offline services
- Increase customer adoption
- Increase customer retainment
- Increase sales
- Increase size of sales
- Increase customer engagement
Our essential outlook
- Active Listening - focus on them; they are the most important person in the room
- Empathy - hold people in unconditional positive regard; validate them
- Focused creativity - allow creative people to create true differentiation & emotional engagement
Our approach
- Organisation focus = Purpose, Principles, Personality; ensure a Shared vision
- Problem solving tools - 3 Horizons, active workshops, SMART
- CX, UX methodologies and heuristics - Survey, Observation, Interview, Focus group. Iterative Co-development. Com-B behavioural
- Design heuristics and principles - Simple and clear on-message comms; keep engaged, nudge/behavioural shift, visual hierarchy and CREATIVE MAGIC!
- Adoption - Essential acitivity of marketing or change management...otherwise all the above is a waste of time!
All Quickheart material copyright © Quickheart Ltd (Agilisys) 2007-2018
Ian JR Ward is part of Ward Creative Partners.
All rights reserved 2020
Ian JR Ward is part of Ward Creative Partners.
All rights reserved 2020
