Leading firms increasingly engage their customers in the design of digital products and services to deliver new, innovative solutions. This briefing describes four practices for successfully engaging external clients in the design of digital products and services: (1) clear accountability for customer experience, (2) development of deep customer insight, (3) co-design with customers, and (4) ongoing customer engagement. We illustrate these practices with an example from Credit Suisse's HOLT business unit redesign of its financial evaluation tool to deliver a simple and intuitive web-based product for its clients.
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