Beyond Personas: Creating an Immersive Customer Experience

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Michele Marut, Senior User Researcher and Innovation Catalyst at Intuit, presented at ConveyUX 2014: The Conference for What’s Next in UX.

Find Michele on Twitter (@MicheleMarut) and check out her SlideShare (http://www.slideshare.net/mmarut)!

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Beyond Personas: Creating an Immersive Customer Experience

  1. 1. OUR MISSION IMPROVE OUR CUSTOMERS’ FINANCIAL LIVES SO PROFOUNDLY… THEY CAN’T IMAGINE GOING BACK TO THE OLD WAY
  2. 2. THE ASK The Ask CREATE AN INTERACTIVE DEMO FOR THE CEO (IN TWO WEEKS*) Must address _strategy _customer pain points
  3. 3. NO POWERPOINT!
  4. 4. GETTING STARTED
  5. 5. PERSONA MATERIALS Background _Mix of retail and service _Has 3 employees _Been in business for 3 years Tools Used _Excel _Cash register _Credit card terminal
  6. 6. A SCRIPT
  7. 7. CREATE THE CUSTOMER’S SHOES
  8. 8. PUT REAL LIFE CUSTOMERS IN THE CUSTOMERS’ SHOES
  9. 9. REAL “INVENTORY”
  10. 10. “HACKED” USABILITY LAB
  11. 11. The reward for this hard work was to watch real small business owners trying these prototypes during lab sessions and asking “when can I have it?” questions. Tim Beschastnov Sr. Product Development Manager
  12. 12. WALK IN THE CUSTOMERS’ SHOES (AKA EATING OUR OWN DOGFOOD)
  13. 13. TEAM WORK SESSION
  14. 14. LIVE DEMOS
  15. 15. NO LOGO
  16. 16. OMG!
  17. 17. HELEN’S HABITAT’S MOVED TO A BIGGER AND BETTER LOCATION
  18. 18. STAKEHOLDERS AS CUSTOMERS
  19. 19. IN SUMMARY Created the customers shoes Put customers in those customer shoes Put the team in the customer shoes (aka eat our own dogfood)
  20. 20. Increase in morale A permanent space Stakeholder Support Use on other projects
  21. 21. OUR EXPERIENCE IMPROVED OUR LIVES SO PROFOUNDLY… WE CAN’T IMAGINE GOING BACK TO THE OLD WAY
  22. 22. Stock image $30 Printed on company plotter - FREE “Donated” or “borrowed” items FREE Props $35 Bookshelves and desk in room - FREE
  23. 23. THANK YOU! MICHELE_MARUT@INTUIT.COM

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