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CCXP > Experience Design, Improvement Review > Flashcards

Experience Design, Improvement Review Flashcards

1
Q

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

A

All of the above

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2
Q

Which of the following is most similar to co-creation?

Co-innovation

Co-inventiveness

Crowd-creation

Crowdsourcing

A

Crowdsourcing

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3
Q

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

A

All of the above

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4
Q

One-on-One in-depth interviews are best for which of the following customers?

Retail customers

Dissatisfied customers

Regular customers

Business customers

A

Business customers

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5
Q

“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

A

Proactive personalization

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6
Q

The question “Do pages provide the menu?” is an example of which of the following web site review criteria categories?

Value

Trust

Presentation

Navigation

A

Navigation

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7
Q

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

A

All of the above

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8
Q

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

A

Encouraging greater active customer participation in design and delivery

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9
Q

Which one of the following is a potential consequence of using self-service technology?

Computer knowledge

Lack of human interaction

Wasting time

Social interactions

A

Lack of human interaction

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10
Q

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

A

Employees and partners’ needs

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11
Q

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

A

Content

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12
Q

Which of the following would most likely motivate workers within an organization?

Purpose motive

Profit motive

Bonus motive

Master motive

A

Purpose motive

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13
Q

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.

A

To quickly generate and test out many context and behavior-based concepts

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14
Q

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

A

Brand

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15
Q

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

A

Customers pre-shop, engage more purposely with in-store visits, have more productive shopping time, and increased transaction level

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16
Q

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

A

People person

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17
Q

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

A

Include real customers at each step

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18
Q

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

A

To think about and share ideas

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19
Q

Design thinking leads to which of the following?

Greater creativity

Better solutions and greater creativity

Better solutions

Less expensive design issues

A

Better solutions and greater creativity

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20
Q

IBM’s design “Loop” includes all of the following EXCEPT:

Analyze

Observe

Reflect

Make

A

Analyze

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21
Q

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

A

Behavioral mapping

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22
Q

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

A

Connect the Multi-Channel Journey

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23
Q

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

A

Critique their own organization

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24
Q

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

A

Service blueprinting

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25
Q

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

A

It does not include the constraints of existing solutions

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26
Q

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

A

Commodities, goods, services, experiences

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27
Q

Which of the following is an example of a digital service?

Word processing software

Online newspaper

Online banking

Internet store

A

Online banking

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28
Q

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

A

All of the above

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29
Q

According to Pink, which of the following is needed to produce mastery?

Flexibility

Reward

Freedom

Engagement

A

Engagement

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30
Q

Which of the following is an example of an unmanaged touchpoint?

Viral e-mail

Online aids

Blog

Both A and C

A

Both A and C

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31
Q

“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

A

Journey innovation

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32
Q

Which of the following experience arenas do many establishments name “Experience” as anything but?

In-Name-Only Experiences

Experiential Marketing

User experience

Customer Experience

A

In-Name-Only Experiences

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33
Q

Which of the following levels of experience design or a web site is brand presence?

First level

Second level

Third level

Fourth level

A

First level

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34
Q

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

A

Speaking with customers who have only used a single service channe

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35
Q

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

A

Autonomy

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36
Q

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

A

All of the above

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37
Q

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

A

Observing and empathizing

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38
Q

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

A

First-hand experience, outside client industry, more objective

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39
Q

Which of the following is an example of a digital application?

Word processing software

Online newspaper

Online banking

Internet store

A

Word processing software

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40
Q

Which of the following teams shape user interfaces?

Design

Analytics

Development

Marketing

A

Design

41
Q

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

A

Proactive personalization

42
Q

Which term best refers to the current company concept of customer behavior?

Sell what we buy

Referral-based

Preference-based

Correlations among assortments

A

Preference-based

43
Q

__________ thinking can play a role as a vehicle of innovation that combines the disciplines of creative development and process engineering.

Design

Process

Creative

Innovative

A

Design

44
Q

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

A

The service and the product

45
Q

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?

A

Derive Insights

46
Q

Fill in the blank. For service designers, the objects of design are experiences over ____.

Expectations

Time

Perception

Space

A

Time

47
Q

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

A

Brand interaction

48
Q

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

A

Interactions with technology

49
Q

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.

A

It is a good way to debunk assumptions and reveal how people conceive of and order their experiences or activities.

50
Q

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

A

Extreme user interviews

51
Q

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.

A

Crowdsourcing can provide useful insights, but it is not a substitute for co-creation.

52
Q

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

A

Resistance to change

53
Q

Which of the following can be defined as consistent, intentional, differentiated, and valuable?

Random experience

Predictable experience

Branded experience

Both predictable and branded

A

Branded experience

54
Q

Which of the following refers to our abilities to handle and manage relationships?

Personal competence

Social competence

Emotional competence

Behavior competence

A

Social competence

55
Q

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

A

All of the above

56
Q

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

A

Quick-and-dirty prototyping

57
Q

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)

A

AR (augmented reality)

58
Q

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

A

Social competence

59
Q

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

A

Both a cognitive and an emotional appeal

60
Q

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

A

The how and why customers make decisions

61
Q

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

A

Speaking with customers who have only used a single service channel

62
Q

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

A

Define, ideate, prototype, test

63
Q

Which of the following can be seen as both experience and value?

Service

Care

Performance

Access

A

Performance

64
Q

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?

A

Narration

65
Q

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

A

Mobile applications that allow customers to complete transactions

66
Q

In general, how many negative customer experiences could it take to lose a customer’s loyalty?

3

2

1

0

A

1

67
Q

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

A

Low prices on cars

68
Q

Leaders believe companies become more efficient and effective as a result of which of the following?

Fewer complaints

Fewer mistakes

Fewer suggestions

Fewer employees

A

Fewer mistakes

69
Q

Which of the following pairs related to the Progression of Economic Values is shown INCORRECTLY?

Extract/Commodities

Make/Goods

Stage/Experiences

Deliver/Quality

A

Deliver/Quality

70
Q

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

A problem-solving process that incorporates the needs of customers, employees and business stakeholders.

71
Q

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.

A

What people expect and what they actually experience.

72
Q

In the past, new services were usually designed by which of the following methods?

Customer input

Employee suggestions

Trial and error

Profit expectations

A

Trial and error

73
Q

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

A

Design new experiences

74
Q

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

A

The firm and a product’s manufacturer

75
Q

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

A

Fly on the wall

76
Q

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

A

Service blueprint

77
Q

Which of the following is an example of a cross-channel service offered by a company?

Email

IVR

Click to call back

Call center

A

Click to call back

78
Q

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

A

Build customer commitment through choice

79
Q

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

A

Both a cognitive and an emotional appeal

80
Q

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

A

Shadowing

81
Q

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

A

Letting customers know you have money management

82
Q

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

A

Crowdsourcing

83
Q

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

A

Describe your customers

84
Q

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

A

Contextual interaction

85
Q

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

A

Discovery and co-creation

86
Q

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

A

All of the above

87
Q

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

A

Research, analysis, ideation, prototypes, documentation

88
Q

IBM design thinking includes which of the following?

Human-centered outcomes

Company-centered outcomes

Employee-centered outcomes

All of the above

A

Human-centered outcomes

89
Q

Fill in the blank. For service designers, the objects of design are experiences over ____.

Expectations

Time

Perception

Space

A

Time

90
Q

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

A

Character profiles

91
Q

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

A

People pleaser

92
Q

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

A

Body storming

93
Q

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

A

User experience

94
Q

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

A

Research to understand customers needs and motivations

95
Q

Which of the following can be defined as inconsistent and unintentional?

Random experience

Predictable experience

Branded experience

Both predictable and branded

A

Random experience

96
Q

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

A

Extreme user interviews

97
Q

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

A

Journey map

98
Q

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

A

Describe your customers

99
Q

Which of the following channels can be described as knowledge best delivered?

Face-to-face

Bit-to-bit

Voice-to-voice

Text-to-text

A

Face-to-face

CCXP (6 decks)

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