Wed, 20 Oct|
the art & science of measuring the value of design
Time & Location
20 Oct 2021, 12:00 pm – 2:00 pm
About The Event
In many organisations CX and service designers operate as an business influencer rather than a power broker or controller, with little direct say over key touchpoints. With only soft powers of influence to drive change, addressing short-term, bottom-line thinking and decision making can sometimes feel impossible.
Adding to the mix a lack of understanding by the wider business about the value of design, and increasing time and budget constraints, we are often forced to deliver within existing paradigms with very little tangible evidence of what value-add or impact we have had. This chips away at the value that good design can add, undermines our credibility against other parts of the organisation and ultimately makes it harder to advocate for a more customer centred approach next time around. But what if we had a way to quantify in tangible terms what difference design has made to a product, service or initiative?
Join us for this hands-on training seminar with the team at Neurospot to get your hands on tips, tools and case studies to quantify your work and your potential impact in a language that other business stakeholders can understand. Explore the role of measurement and experimentation in the service/ CX design field to up your customer advocacy skills, increase the credibility of your work and start truly influencing your stakeholders with customer needs in mind.
You’ll learn the importance of measurement, how to measure the ‘unmeasurable’ and why experimentation is the tool you’ve been missing. With practical break outs where you can start to apply your learnings, you’ll leave the seminar with new ways to think about the value of your work and influencing decision makers.
You’ll take away:
- How behaviour change can be measured (hint: you need to know what behaviour you want to change, and why users’ do it in the first place)
- Why experimentation might be the tool you’re forgetting (and yes, it’s different to ‘test and learn’)
- A practical guide on how to apply experimentation to a range of experiences
- Why you shouldn’t always listen to what your customers have to say
- Where in the design process experimentation can be incorporated to ensure the best shot at making a difference
Who should attend:
- Customer Experience practitioners
- Research and Insights squad members
About your trainers:
Cole Armstrong - Managing Director @ Neurospot
Cole Armstrong is the founder and Managing Director of NeuroSpot, a behavioural insights agency based in Auckland, New Zealand. At NeuroSpot, Cole is working with a range of New Zealand’s leading organisations, covering fields such as retail, supermarkets, financial services, and utilities amongst others, to apply a behavioural science lens to customer and user experience. He has a diverse background covering academia, commerce and public sector, in NZ, Europe, Africa and the Middle East. His perspective is that behavioural science allows organisations to more effectively identify why people do what they do, and then set in motion a series of evidenced based strategies to deliver on organisational outcomes.
Suzi Goodwin - Project Manager @ Neurospot
Suzi has worked for over 15 years’ as a client-side Marketer, dabbling in city council and tertiary education sectors, but working mostly in the financial services and insurance space. A desire to understand consumers better, and influence real behaviour change led her to NeuroSpot, where she works ensuring projects are delivered on time with practical, actionable learnings for the marketers, insights teams and change agents on the other side.
Standard Ticket$30.00Tax: GST included
Student / unwaged$15.00Tax: GST included