Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl


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Discover different user-centric methods like context-aware design and user journey mapping.

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  • Ce sont les piliers du contexte. Piliers à la base du solomo. En somme, les systèmes doivent s’adapter à l’amalgame des pilliers composant le contexte. Vous devez considérer ces 5 piliers lorsque vous développez une interface, qu’elle soit mobile ou non, une borne, ou autre.Pour se faire vous devez répondre à quelques questions.é aux contextes = s’adapte aux besoins de l’utilisateur dans n’importe quelle situation.«ContextAwareness = adapts to user needs in anygiven situation/context.»
  • Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl

    1. 1. MAP THE EXPERIENCE. CHANGE THE MACHINE. Jean-Sébastien Chouinard, M.Sc. Team Lead – Web Strategy
    2. 2. HAVE YOU EVER SAID OR HEARD? “Yeah, it’s our website, it’s old and ugly; we are still waiting for the budget to revamp it.” “Don’t trust what’s written on the website, it’s outdated, call the customer service instead.” “In store promotions are not applicable online.”
    3. 3. OR WORST: “It’s not the role of my department”
    4. 4. 24 months or 36 months? Added or Cancelled? WTF?
    5. 5. BAD SERVICE OFFER = NO MONEY 64% of customers switch because of bad customer service It’s more important than price (57%) $4,000 loss per customer Source: Accenture, « High Performance in the Age of Customer Centricity », 2008
    6. 6. CLIENT IS DEAD, LONG LIVE THE USER Companies must give a significant experience at every touch point. From acquisition to the support phase. It is not a MARKCOMM project, it’s a corporate vision.
    7. 7. Purchase
    8. 8. Purchase Usage
    9. 9. Purchase Usage Integration
    11. 11. BEING CONTEXT-AWARE Where? When? How? From Which Support? On Which Network? 18
    12. 12. BEING LOCATION-AWARE Where? • Is the person in a secure, nosy or dark place? • Is she in public or in private? • Is she on the move? 19
    13. 13. BEING TIME-AWARE When? • Is she planning an activity? • Is she in the action or she has time to think? 20
    14. 14. BEING FEELING-AWARE How? • • • • Does she want to be entertained or relaxed? What does she want to fulfill? Is she under pressure, is it an emergency? Is she in control? 21
    15. 15. BEING CHANNEL-AWARE From Which Support? • What device does she uses? • What are its components? 22
    16. 16. BEING NETWORK-AWARE On Which Network? • Does she need an Internet connection to accomplish her tasks? • Can she accomplish her tasks locally? 23
    17. 17. ILLUSTRATE SIGNIFICATIVE USER EXPERIENCE Define users needs and aspirations = Personas Identify touch points and detect weakness = User Journey Map
    18. 18. PERSONAS + USER JOURNEY MAP “What makes a customer journey map much more powerful than simply delivering personas and scenarios is its ability to highlight the flow of the customer experience…” Source: Flom J., « The Value of Customer Journey Maps: A UX Designer’s Personal Journey », 2011
    19. 19. USER JOURNEY MAP? It’s like creating a quest.
    20. 20. USER JOURNEY MAP? Illustrates and structures the interconnections between: • User’s needs • Touch points • Lifecycle • Tasks
    21. 21. 1. DEFINE • Each stage of the journey • The user’s needs at each stage, and time necessary to fulfill them. • The stakeholders involved: departments, channels, individuals
    22. 22. 2. PLAN • Different paths that the user can choose • Activities required to meet the demands (what, when, where)
    23. 23. 3. IDENTIFY • The difference between the users’ expectation and the actual service you provide • Adjustments that have to be done, including cost and schedule • Key Performance Indicators
    24. 24. Market Research Insight Research 10 users 100 users 10 truths 100 insights
    25. 25. User Attitude User Mindset Trigger Journey Goal
    26. 26. Persona description Journey map Opportunity
    27. 27. WHY ARE WE DOING THIS? • To have a better understanding of the user’s state of mind at each interaction with a touch point • To improve collaboration between channels and departments • To present an holistic view of the user across channels and departments • To identify weakness and inconsistencies
    28. 28. Customer Custome Service r Service Finance Finance Sales Mktg Mktg IT IT Products Product
    29. 29. EXAMPLE : STRAVA
    30. 30. IN A NUTSHELL
    31. 31. 3 PRINCIPLES OF BRAND DIFFERENTIATION WITH USER EXPERIENCE • Building on user needs before features • Strengthen the brand with every interaction, not just communication and advertising • Consider user experience as a competence, not a function of the company Source: Temkin, « The Customer Experience Journey », Forrester, September 2008
    32. 32. MERCI! Jean-Sebastien Chouinard, M.Sc Team Lead Web Strategy