Shape your services around your customers

Ad Esse Consulting human centric design blog

A lot has changed since life before Covid – the way you work, live, and communicate with others is different. When you walk into a public place nowadays, you expect face masks, hand sanitiser and one-way systems. What would you think if a shop or restaurant were oblivious to these requirements?
Likewise, the way your customers expect to use your service has changed. Sometimes it’s easy to forget that a contact in your system is actually a person with constantly changing needs. To increase customer satisfaction and provide the best possible experience, you can apply human-centric design to create services that your customers love.

“The sole reason we are in business is to make life less difficult for our clients”

– Matthew Odgers

What is human centric design?

The concept of human-centric design is based on identifying what your customer needs first, then designing your processes around this information. My fellow Director, G explains this further in the video below. If you have any questions, please get in touch.

TOOL: Customer journey mapping

A customer journey map (CJM) is a visual representation of any process your customer goes through with your organisation. This provides a clear picture of your customer’s needs and current frustrations when interacting with your business. You can use this to drive forward improvements, redesign your processes, and ultimately add value for your customers.

See the customer journey mapping guide on our Knowledge Hub for more advice and instructions for how to create your own customer journey map. We’re available to run a customer journey mapping workshop with your team as part of your redesign process.

Book your workshop by emailing

Examples of companies implementing human-centric design

Adsa launch a one-hour express delivery service

The rise of apps like Deliveroo and UberEats have shown a demand in fast delivery. In response to this, Asda have launched a one-hour express delivery service to give customers faster, more convenient access to their full online range of products.
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Nissan enable online sales in response to an increase of customers shopping for vehicles online

Caused by the pandemic, the car industry has seen a rise in people buying vehicles online. The average car buyer now only visits two dealerships before making a purchase. In response, Nissan are creating a digital end-to-end journey that allows customers to research, compare models, schedule at-home test drives and complete their purchase all from home.
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Macy’s used customer journey mapping to tackle 11 quarters of decreasing sales

Following on from a customer journey mapping exercise, Macy’s have implemented initiatives that hope to tackle key pain points and optimise areas that drive profit. The American department store have introduced features such as a self-checkout app called Scan-Pay-Go, a wider selection of stock for online, a virtual reality solution for visualising furniture in your own home, and more.
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Ad Esse Consulting examples of human centric design with Asda, Nissan and Macys

CASE STUDY: Poplar HARCA improve customer satisfaction with a Rapid Improvement Workshop

During a week-long workshop, this London housing association mapped a process, identified issues & root causes, designed a new process and created an action plan. This involved customer journey mapping to better understand customer problems with the current process.

Liz Williams, Assistant Director of Repairs & Property Services said:

“Residents are much more satisfied because our service is more consistent and there are clear actions… The [Rapid Improvement Workshop] helped us to think in different ways and we had a lot of fun doing it.”

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“Ad Esse’s dedicated team has… challenged us to be better, and we now have robust and customer-centric processes”

– Andrea Baker, Director of Operations at Poplar HARCA

By starting with the customer experience, it’s harder to be distracted by high-tech solutions or far-out ideas that often incur costs without adding value for your customers. Our customer-focused approach to service redesign involves mapping your current customer journey, identifying issues & opportunities, then mapping the best possible journey that your customer wants to take. To start your service redesign with Ad Esse, email or use the contact page and we’ll be in touch soon.

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