CXD Notes
CXD Notes
CXD Notes
SESSION 1 (SD)
● Brand: The residue of perceptions about a product, service or person over a period of time.
● These perceptions are created by marketing communications that create brand image, but also the
actual experience of the product or service .
● Brand=Image+Experience
● Marketing people need to use their skillset to understand consumers, mine insights, build
personas, understand what makes a persona tick and utilise it towards building a better product,
service, platform and experience.
● Customer cohorts
● Personas are important to create a customer experience, so it is important to be right about them.
○ Persona is a fictitious rendition of a target cohort that you are trying to represent
● Functional value and social value of a product (example: coffee)
● Context
● Customer journeys and interventions ( mapping journey and identifying the right context
which will allow us to make interventions)
● Design objectives ( connecting to marketing and business objectives)
● Information symmetry
SESSION 2 (SD)
SESSION 3 (SD)
● PRIMING: Making sure that you are changing the context but not directly impacting the
conscious mind.
○ Priming impacts your subconscious, makes your retrace your steps to make a decision
differently
○ Attacks the subconscious mind
● NUDGING: Directly talking to your conscious mind to give a sense of clarity. Asking to make a
choice- gently suggesting one way or the other.
○ Attacks the conscious mind
○ Makes you think logically
● The marketing objective for Priming and Nudging is acquiring new customers
PROBLEM 1:
● Persona we are discussing: An older gentleman (70 yo), who is not particularly used to an
ATM- has never gone to an ATM → Goes to the bank to withdraw money → Semi-urban,
retired, educated but not tech-savvy. Kids live in the city and visit him once a week. He lives with
his wife in the suburb. Going to the bank has a social association attached for him- socializes and
passes time. He is now finding the bank to be rude each time he goes.
● Problem: How to make the customer experience for such a persona easier. The persona has
actually needs liquid cash so digital money is not an option. How to get him to the ATM?
PROBLEM 2:
● Look at increasing the amount of water that people are consuming when they go to the mess.
Inculcating great habits. Take MICA mess as an example.
Session 4
HOOKED FRAMEWORK
It is actively used over social media, grabs and holds attention for long periods of time and has deep
connections with the biological drive.
● Trigger (External/ Internal) → Action → Variable Reward → Invest back into the system
ALGORITHM
A formula that allows us to develop the right kind of consumer experience, especially on social media.
We need to take into account the kind of content one wants to consume. Since we are all constantly
evolving, the algorithm reflects that change in time.
Session 6
● Breadcrumb
Breadcrumbs serve as an effective visual aid, indicating the location of the user within the site’s
hierarchy. This property makes breadcrumb navigation a great source of contextual information
for users and helps them to find answers on following questions:
○ Where am I? Breadcrumbs inform visitors of their current location in relation to the entire
site hierarchy.
○ Where can I go? Breadcrumbs improve the findability of site pages. The structure of the
site is more easily understood because it is laid out in a breadcrumb. The user don’t need
to click on the menu to find out available navigation options. As a result, breadcrumbs
encourage browsing. For example, e-commerce site visitor might land on a product page,
the product might not be a good match, but the visitor might want to view other products
from the same category) and this reduces the site bounce rate.
● Progressive disclosure
Progressive disclosure is an interaction design pattern that sequences information and actions
across several screens (e.g., a step-by-step signup form). The purpose is to lower the chances that
users will feel overwhelmed by what they encounter.
● Infinite scroll
Infinite scrolling is a web-design technique that loads content continuously as the user scrolls
down the page, eliminating the need for pagination. The success of infinite scrolling on social
media sites such as Twitter have made this technique popular, but that doesn't mean you should
do it too.
● Content chunking
○ How you distribute content pieces within a page
● Search: It is used in order to showcase what you have got but may not be immediately evident
○ Voice search, text search, predictive texting
Recap
Interventions:
1. Techniques:
Discoverability and feedback
Hypnosis and clarity
Contrast and mirroring
Reciprocal altruism
Kinship
Peacocking
Survival
2. Frameworks:
Priming
Nudging
Hooking
Methods
Progressive disclosure
Infinite scroll
Breadcrumbs