It’s only through understanding people’s holistic experiences that we can ever hope to design something that works within the parameters of what matters to them and the best way to understand what really matters to people is to speak to them. Speaking with your clients is the principal way to understand the rich, messy nuances of their multi-layered experiences. It is through a deep engagement with customers’ experiences that we can begin the process of designing meaningful solutions, for example, a digital e-commerce platform. With this in mind, anthropological expertise becomes especially helpful, because it brings together academic rigour and cultural understanding in order to build a detailed picture of customers’ experiences. This is achieved through discussions with customers that strike a balance between natural and honest, while still remaining focused and insightful. In practice, this usually means asking people about their lives, listening carefully to how they make sense of the situations they experience, and then seamlessly steering conversation topics toward your key areas of focus.

This idea may initially feel obscure and vague, and it may seem more foundational than actionable. I am just trying to serve with what I have been given and I am coming from the place of good intentions. I think it’s essential to build a coherent understanding around the different ways customers experience your organisation. Interested? Contact me via e-mail and let’s schedule a meeting about your customer experience.