People-Centric Experience Design Principle #3: Design for Memories

Customer Experience Matters®

I recently introduced a concept for enlisting the support of employees that uncovers and fulfills the needs of customers that we call People-Centric Experience Design (PCxD), defined as:

Fostering an environment that creates positive, memorable human encounters

PCxD

Principle #3: Design for Memories

When it comes to loyalty, customer experience isn’t the driving factor. That’s right, customer experience is not the key driver. What is important? Memories. People make decisions based on how they remember experiences, not on how they actually experienced them. This distinction is important because people don’t remember experiences the way they actually occur. Rather, people construct memories as stories in their mind based on the fragments of their actual experiences. An improved understanding of how people truly remember things helps you focus on designing the most important movements better. When examining the emotional reactions of people throughout an experience, it becomes apparent that five elements disproportionately drive…

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