They’re from the book The Ten Demandments for turning the most demanding consumers into the most delighted customers. Rules to Live By in the Age of the Demanding Customer by Kelly Mooney.
- Let me do things
- As I move through the experience, let me do things that change the resulting display in a way that feels as though it has been designed for me personally, in my context. Move beyond mere viewing.
- Reward me every time I accomplish something. Make the experience transparent so that the structure, operation and purpose of the experience is comprehensible and valued.
- Help me reveal my potential; don’t let me “get by.” Help me visualize what I want to accomplish, so I can plan what I want to do next.
- Combine doing with understanding. Let us learn from each other…and from the web of connection.
- Let me customize while you dynamically personalize for me. Make me feel like the artifact is alive and aware of my needs. Think of responsiveness by time, format, form and structure and quality of response.
- Give me a journey that I can take and tasks that I can do. Don’t steer, just give me a map to keep me located. Show me what and who’s interested so I can direct my participation effectively.
- Deliver new capabilities and make it easy for this to become a part of my life while skilling me.
- Help me make connections with the subject matter, or across destinations, or with other people.
- Plunge me into the experience in a way that makes me even less (or even un-) aware of the place or setting that I’ve come from.
- Engage me in co-discovery and co-creation and transform my life, my work, my business.
Original source: http://www.humancentereddesign.org/webconference/jf_se_outline.php