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Design principles: Insights are not about analytics

When you have no design principles, you’re not knowing where you’re going in the design space.

“Applying the Jobs-to-be-Done theory, rather than creating archetypal customer personas, we try to understand what motivates customers to use Intercom and what jobs they are addressing with the product. This practical implementation of Jobs-to-be-Done helps us to create what we call a Job Story.”

(Michelle Fitzpatrick a.k.a. @shelliefitz ~ Intercom)

Service principles guide customer experience

Principles in general and design principles in particular are great beacons.

“When people in an organisation have different interpretations of what really matters to customers, the customer experience falls apart. The difficulty is to align business units and individuals to do the right things – and do them consistently. Strong principles are a powerful way to unite teams to deliver better customer experiences.”

(Anne Meijer and John Holager ~ live|work)