Experience Design, Improvement Review Flashcards
The process of prototyping, ideating, and testing is repeated early in the process because of which of the following?
It’s less expensive
It’s speedier
Leads to more success
All of the above
All of the above
Which of the following is most similar to co-creation?
Co-innovation
Co-inventiveness
Crowd-creation
Crowdsourcing
Crowdsourcing
Which of the following best defines customer journey mapping?
The process of tracking and describing all the experiences customers have as they encounter a service or set of services
The process of taking into account what happens to customers during experiences, and also their responses to them
Knowing what happens to customers during their experiences and how those experiences make them feel in every step
All of the above
All of the above
One-on-One in-depth interviews are best for which of the following customers?
Retail customers
Dissatisfied customers
Regular customers
Business customers
Business customers
“Which of the following involves companies using information gleaned either from past interactions with a customer or from existing sources and using it to instantaneously customize the shopper’s experience?”
Proactive personalization
Cost reduction
Contextual interaction
Journey innovation
Proactive personalization
The question “Do pages provide the menu?” is an example of which of the following web site review criteria categories?
Value
Trust
Presentation
Navigation
Navigation
which of the following must a company identify while experiencing the actual “journey” a customer takes?
Pain or stress points
Opportunities
Touchpoints
All of the above
All of the above
The customer experience can most be enhanced by which of the following?
Creating experience clues
Focusing on service design
Encouraging greater active customer participation in design and delivery
Mapping customers’ journey
Encouraging greater active customer participation in design and delivery
Which one of the following is a potential consequence of using self-service technology?
Computer knowledge
Lack of human interaction
Wasting time
Social interactions
Lack of human interaction
Which of the following is often unaccounted for during the design process of products or services?
Customers’ needs
Employees’ needs
Partners’ needs
Employees and partners’ needs
Employees and partners’ needs
Which of the following C’s of Customer Experience focuses on elements that are considered to be temporal, often localized, planned with obsolescence in mind and across many and changing mediums,?
Cost
Context
Consumer
Content
Content
Which of the following would most likely motivate workers within an organization?
Purpose motive
Profit motive
Bonus motive
Master motive
Purpose motive
Which of the following is a reason to use body-storming as a design tool?
To quickly generate and test out many context and behavior-based concepts.
It is a useful way to reach users’ motivations, concerns, perceptions, and reasoning.
To bring a typical customer to life and to communicate the value of different concepts to various target groups.
It is a good way to debunk assumptions and reveal how people conceive of and order their experiences or activities.
To quickly generate and test out many context and behavior-based concepts
Fill in the blank. Once a business recognizes what each customer desires and expects, it is critical to align these needs and expectations with the company’s____.
Profit
Brand
Reputation
Employees
Brand
Which of the following may BEST define the world of Circular Commerce?
Customers pre-shop, engage more purposely with in-store visits, have more productive shopping time, and increased transaction level
Customers pre-shop online, visit a retailer, purchase the product online
Customers visit retailers, shop productively, visit online e-tailers, return for in-store visits
Customers engage more purposely with in-store visits as they pre-shop, increased online interactions and sales, and increased in-store transaction level
Customers pre-shop, engage more purposely with in-store visits, have more productive shopping time, and increased transaction level
Which of the following primary customer types is characterized as disliking websites but is willing to wait in line?
Self-server
People person
Crowdsourcer
None of the above
People person
It is important to do which of the following at each step of the design process?
Include real customers at each step
Allow stakeholders a say in everything
Only include employees when customer interaction is involved
Include shareholders since they will also be affected
Include real customers at each step
Which of the following best defines ideation?
To think about and share ideas
Use prototypes for new ideas
Eliminate unpopular ideas
Be idealistic with suggestions
To think about and share ideas
Design thinking leads to which of the following?
Greater creativity
Better solutions and greater creativity
Better solutions
Less expensive design issues
Better solutions and greater creativity
IBM’s design “Loop” includes all of the following EXCEPT:
Analyze
Observe
Reflect
Make
Analyze
Which of the following observation techniques is used when photographing a consumer within a space, such as a hospital waiting room, over two or three days?
Shadowing
Behavioral mapping
Consumer journey
Unfocus groups
Behavioral mapping
Which of the following steps to successful customer journey management includes creating a holistic understanding of the journey experience and performance, and discover key patterns and behavior shifts?
Connect the Multi-Channel Journey
Operationalize
Continuously Learn and Improve
Derive Insights
Connect the Multi-Channel Journey
Mystery shopping has become highly successful and allows organizations to do which of the following?
Critique their own organization
Critique the mystery shoppers
Critique the process
Critique the neighbors
Critique their own organization
Fill in the blank: _______ is one of the most common techniques for designing the service delivery process.
Customer contact intensity
Internal process design
Technology infusion
Service blueprinting
Service blueprinting
One of the reasons ideation is most helpful is because of which of the following?
It includes the thoughts of the customers only
It includes the customers and employees
It includes only front-line employees
It does not include the constraints of existing solutions
It does not include the constraints of existing solutions
Which of the following correctly identifies the steps in the Progression of Economic Value?
Commodities, goods, services, experiences
Experiences, goods, services, commodities
Commodities, services, goods, experiences
Goods, services, commodities, experiences
Commodities, goods, services, experiences
Which of the following is an example of a digital service?
Word processing software
Online newspaper
Online banking
Internet store
Online banking
Which of the following best defines customer journey mapping?
The process of tracking and describing all the experiences customers have as they encounter a service or set of services
The process of taking into account what happens to customers during experiences, and also their responses to them
Knowing what happens to customers during their experiences and those experiences make them feel in every step
All of the above
All of the above
According to Pink, which of the following is needed to produce mastery?
Flexibility
Reward
Freedom
Engagement
Engagement
Which of the following is an example of an unmanaged touchpoint?
Viral e-mail
Online aids
Blog
Both A and C
Both A and C
“Which of the following occurs through ongoing experimentation and active analysis of customer needs, technologies, and services in order to spot opportunities to extend the relationship with the customer?”
Journey innovation
Contextual interaction
Proactive personalization
Cost reduction
Journey innovation
Which of the following experience arenas do many establishments name “Experience” as anything but?
In-Name-Only Experiences
Experiential Marketing
User experience
Customer Experience
In-Name-Only Experiences
Which of the following levels of experience design or a web site is brand presence?
First level
Second level
Third level
Fourth level
First level
Which of the following is one of the two common mistakes organizations typically make when measuring the service experience?
Speaking with customers or users multiple times
Speaking with customers who have only used a single service channel
Speaking with customers as they move from touchpoint to touchpoint
Speaking to staff regularly about customer satisfaction data
Speaking with customers who have only used a single service channe
When employees are able to perform their work without the usual constraints of strict policies and procedures that demand compliance behavior, they have which of the following?
Autonomy
Mastery
Purpose
None of the above
Autonomy
What is the main benefit of a well-designed customer experience strategy?
Improved experience for the customer
Improved experience for the staff
Improved efficiency and cost reduction
All of the above
All of the above
IDEO, a design consulting firm in California, believes the design thinking process should begin with which of the following?
Implementing
Refining and testing
Synthesizing and defining
Observing and empathizing
Observing and empathizing
A user insight referred to as a service safari would include which of the following?
Takes time to define, assembly in a travel kit, may be cultural
Maybe a co-designer, large numbers of insights, ideas, more truthful responses
First-hand experience, outside client industry, more objective
Simple continuum, mapping, history of group or people
First-hand experience, outside client industry, more objective
Which of the following is an example of a digital application?
Word processing software
Online newspaper
Online banking
Internet store
Word processing software
Which of the following teams shape user interfaces?
Design
Analytics
Development
Marketing
Design
Taking information gleaned either from past interactions with a customer or from existing sources and using it to instantaneously customize a shopper’s experience is an example of which of the following?
Automation
Contextual interaction
Proactive personalization
Journey innovation
Proactive personalization
Which term best refers to the current company concept of customer behavior?
Sell what we buy
Referral-based
Preference-based
Correlations among assortments
Preference-based
__________ thinking can play a role as a vehicle of innovation that combines the disciplines of creative development and process engineering.
Design
Process
Creative
Innovative
Design
When it comes to the OOB (Out-of-Box) experience for a product, the customer’s experience consists of which of the following?
The price of the product
The product’s usefulness
The service and the product
The price only
The service and the product
Which of the following steps to successful customer journey management includes understanding every interaction by analyzing structured and unstructured data to highlight pain points and best practices?
Derive Insights
Fill in the blank. For service designers, the objects of design are experiences over ____.
Expectations
Time
Perception
Space
Time
What term best describes the point at which a business is actively exploring ways in which a channel can support its activities?
Brand presence
Brand interaction
Brand transaction
Brand quality
Brand interaction
Which of the following could be described as a user experience?
Experiences with retail brands
Emotional effect of services, impact quality of life
Interactions with technology
Call to customer service
Interactions with technology
Which of the following is a reason to use draw the experience as a design tool?
To quickly generate and test out many context and behavior-based concepts.
It is a useful way to reach users’ motivations, concerns, perceptions, and reasoning.
To bring a typical customer to life and to communicate the value of different concepts to various target groups.
It is a good way to debunk assumptions and reveal how people conceive of and order their experiences or activities.
It is a good way to debunk assumptions and reveal how people conceive of and order their experiences or activities.
Which of the following is the best design tool for users to highlight key issues of the design problem and provide insights for design improvements?
Shadowing
Extreme user interviews
Role playing
Character profiles
Extreme user interviews
Which of the following is the most accurate statement?
Crowdsourcing can provide useful insights, and may be a substitute for co-creation.
Crowdsourcing can provide useful insights, but it is not a substitute for co-creation.
Crowdsourcing is the best process for useful insights as a substitute for co-creation.
Crowdsourcing is for useful insights from customers, co-creation provides insights from employees.
Crowdsourcing can provide useful insights, but it is not a substitute for co-creation.
Which of the following is the major roadblock for a company to avoid in developing a revolutionary application?
Resistance to change
Setting up cross-functional team
Gathering domain experience
Technology
Resistance to change
Which of the following can be defined as consistent, intentional, differentiated, and valuable?
Random experience
Predictable experience
Branded experience
Both predictable and branded
Branded experience
Which of the following refers to our abilities to handle and manage relationships?
Personal competence
Social competence
Emotional competence
Behavior competence
Social competence
Which of the following is an advantage of touchpoints?
Opportunity to listen to customers
Better understand customer needs
Predict future choices of customers
All of the above
All of the above
Which of the following design tools is a good way to communicate a concept to the team and evaluate how to refine the design?
Body storming
Shadowing
Quick-and-dirty prototyping
Character profiles
Quick-and-dirty prototyping
3-D images of products, live camera image of a new home’s neighborhood, and Bionic Eye are all examples of which of the following?
AR (augmented reality)
AR (assisted reality)
FR (future reality
FR (focused reality)
AR (augmented reality)
Which of the following gives the person the ability to persuade and influence others using effective strategies, such as friendliness, rewards, coercion, expertise, and co-opting?
Personal competence
Social competence
Emotional competence
Behavior competence
Social competence
Excellent products must appeal to users on which of the following levels of appeal for it to be considered well designed?
Cognitive appeal
Emotional appeal
Both a cognitive and an emotional appeal
None of the above
Both a cognitive and an emotional appeal
A qualitative design persona for customer experience efforts reveals which of the following?
Value of a customer to a business
How customers currently behave
Where to reach customers with targeted messages
The how and why customers make decisions
The how and why customers make decisions
Which of the following is one of the two common mistakes organizations typically make when measuring the service experience?
Speaking with customers or users multiple times
Speaking with customers who have only used a single service channel
Speaking with customers as they move from touchpoint to touchpoint
Speaking to staff regularly about customer satisfaction data
Speaking with customers who have only used a single service channel
IDEO, a design consulting firm in California, proposes which of the following steps related to their Design Process?
Synthesize, generate ideas, refine, implement
Define, ideate, prototype, test
Synthesize, generate ideas, prototype, test
Define, ideate, refine, implement
Define, ideate, prototype, test
Which of the following can be seen as both experience and value?
Service
Care
Performance
Access
Performance
Which of the following design tools is used to perform a process or execute a specific task, and ask participants to describe aloud what they are thinking?
Narration
Which of the following is an example of a self-servicing capability?
In-store repairs
Customer service desk
Product servicing
Mobile applications that allow customers to complete transactions
Mobile applications that allow customers to complete transactions
In general, how many negative customer experiences could it take to lose a customer’s loyalty?
3
2
1
0
1
Which of the following is an example of a one-dimensional attribute?
Brakes stop a car
Low prices on cars
Bank refunding a service fee before the customer asks
Checks getting processed
Low prices on cars
Leaders believe companies become more efficient and effective as a result of which of the following?
Fewer complaints
Fewer mistakes
Fewer suggestions
Fewer employees
Fewer mistakes
Which of the following pairs related to the Progression of Economic Values is shown INCORRECTLY?
Extract/Commodities
Make/Goods
Stage/Experiences
Deliver/Quality
Deliver/Quality
Which of the following best defines a human-centered design process?
A problem-solving process involving future, current, and past customers.
A problem-solving process addressing the needs of the customers of an organization.
A problem-solving process that incorporates the needs of customers, employees and business stakeholders.
A problem-solving process related to customer experience of companies.
A problem-solving process that incorporates the needs of customers, employees and business stakeholders.
Fill in the blank. The fundamental concept to embrace when you design a service is that perceived quality is defined by the gap between ____.
What people experience and what they don’t get
Expectations and perceptions
Experiences, expectations, and perceptions
What people expect and what they actually experience.
What people expect and what they actually experience.
In the past, new services were usually designed by which of the following methods?
Customer input
Employee suggestions
Trial and error
Profit expectations
Trial and error
Which of the following is the final phase of the journey mapping experience?
Evaluate and prioritize
Design new experiences
Add detail to understand
Evaluate and frame the issue/opportunity
Design new experiences
The responsibility for a customer’s experience belongs to which of the following?
The firm and a product’s manufacturer
The firm and the customer
The customer and a firms employees
The manufacturer of a product
The firm and a product’s manufacturer
Which of the following design tools observe and record users’ behavior without interfering with their activities?
Character profiles
Fly on the wall
Role playing
Draw the experience
Fly on the wall
Which of the following helps you structure, design, and align touchpoint interactions as they unfold over time?
Customer blueprint
Service blueprint
Customer ecology
Service ecology
Service blueprint
Which of the following is an example of a cross-channel service offered by a company?
IVR
Click to call back
Call center
Click to call back
Which of the following rules from the hotel industry for creating a great experience includes giving guests full information about optional extra charges on a website so they are transparent and expected?
Get bad experiences over with early
Stick to rituals
Build customer commitment through choice
Segment pleasure, combine the pain
Build customer commitment through choice
Excellent products must appeal to users on which of the following levels of appeal for it to be considered well designed?
Cognitive appeal
Emotional appeal
Both a cognitive and an emotional appeal
None of the above
Both a cognitive and an emotional appeal
Which of the following design tools is a valuable way to reveal design opportunities and show how a product might affect or complement users’ behavior?
Draw the experience
Shadowing
Character profiles
Fly on the wall
Shadowing
Which of the following strategies for encouraging the use of digital money management includes putting money management where customers can see it?
Letting customers know you have money management
Educating customers about the benefits of money management
Making enrollment as simple as a single click
Providing practical advice that’s fun and easy to use
Letting customers know you have money management
Which of the following uses social technologies like Facebook contests, public communities, and ideation websites to generate new product and service ideas?
Crowdsourcing
Co-creation
Co-innovation
Co-inventiveness
Crowdsourcing
Which of the following is the first step in persona building?
Locate your customers
Describe your customers
Connect with current customers
Understand customers’ decision-making process
Describe your customers
Which of the following involves using knowledge about where a customer is in a journey physically (entering a hotel) or virtually (reading product reviews) to draw him forward into the next interactions the company wants him to pursue?
Journey innovation
Contextual interaction
Proactive personalization
Cost reduction
Contextual interaction
Which of the following journey map construction tools is used with a group of customers to help engage them into the mapping process and encourages them to share their experiences, expectations, feelings and emotions at every stage of integration?
Discovery and co-creation
Customer surveys
Focus groups
In-depth interviews
Discovery and co-creation
Classic service design involves which of the following approaches?
Insights research, workshops, service blueprinting
Service proposition development, concept sketches and presentations
Experience prototyping, testing, and delivery
All of the above
All of the above
Which of the following correctly identifies the sequence for design of a new product or service?
Documentation, research, ideation, prototypes, analysis
Ideation, research, analysis, documentation, prototypes
Prototypes, ideation, documentation, ideation, research
Research, analysis, ideation, prototypes, documentation
Research, analysis, ideation, prototypes, documentation
IBM design thinking includes which of the following?
Human-centered outcomes
Company-centered outcomes
Employee-centered outcomes
All of the above
Human-centered outcomes
Fill in the blank. For service designers, the objects of design are experiences over ____.
Expectations
Time
Perception
Space
Time
Which of the following design tools is a useful way to bring a typical customer to life and to communicate the value of different concepts to various target groups?
Role playing
Draw the experience
Character profiles
Quick-and-dirty prototyping
Character profiles
In general, there are three primary types of customers that interact with almost every organization, which of the following is NOT one of those personas?
People person
People pleaser
Self-server
Crowdsourcer
People pleaser
Which of the following design tools sets up a scenario and act out roles, with or without props, focusing on the intuitive responses prompted by the physical enactment?
Body storming
Shadowing
Character profiles
Fly on the wall
Body storming
Which of the following experience arenas can be described using human-computer interfaces, and increasingly any physical offering?
Experiential Marketing
User experience
Customer Experience
In-Name-Only Experiences
User experience
A human-centered design process must begin with which of the following?
Customer journey maps
Research to understand customers needs and motivations
Defining customer personas
Customer-employee interactions
Research to understand customers needs and motivations
Which of the following can be defined as inconsistent and unintentional?
Random experience
Predictable experience
Branded experience
Both predictable and branded
Random experience
Which of the following design tools is used to identify individuals who are extremely familiar or completely unfamiliar with the product and ask them to evaluate their experience using it?
Quick-and-dirty prototyping
Extreme user interviews
Character profiles
Fly on the wall
Extreme user interviews
Which of the following could be used to detail how customers would interact with a municipal water company regarding whether or not customers would care about installation of new meters?
Customer Experience Index
Journey map
Customer billing
WoM program
Journey map
Which of the following is the first step in persona building?
Locate your customers
Describe your customers
Connect with current customers
Understand customers’ decision-making process
Describe your customers
Which of the following channels can be described as knowledge best delivered?
Face-to-face
Bit-to-bit
Voice-to-voice
Text-to-text
Face-to-face
