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The Human Experience Process
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  • Understanding business goals is paramount – we need to create value for customer and business
  • Ensures we stay true to our customers, but also our business goals

Transcript

  • 1. TheHumanExperienceProcessUp, up & away
  • 2. The ApproachExperience Design aims at bridging thegap between customer goals andbusiness objectives. I just want I want a to makegood deal money Customer Business
  • 3. Our Vision How we get there We strive to create a useful, memorable & valuable customer experience through basing our designs on real people with real needs, frustrations and desires. We keep it real - involving customers and business stakeholders throughout the entire process.
  • 4. * Get a process
  • 5. 1. Business Research We need to reduce calls to theWhy? Call Centre It’s paramount to understand what the business wants to achieve and how we are creating value for the business We want to It helps us identify our target audience Increase origination It enables us to identify any constraints We can only do so much with the technology we haveHow? 1 on 1 Stakeholder interviews Stakeholder focus groups Design thinking & innovation workshops
  • 6. 2. Customer ResearchWhy? I just want to It helps us understand what our make sure my family is looked customers really think, feel, do and after want, & what motivates them It enables us to see how we can I’m sick of create customer value at the same working for time as achieve business goals idiots… OMG yesterday I broke a nail and I nearly cried!How? Co-design Contextual Inquiry Interviews & surveys Focus groups Cognitive walkthroughs
  • 7. 3. Experience StrategyHow do customer and business goals align? Customer Goals Access Discover Learn Manage Business Goals Expose Educate Guide GrowThis strategy becomes the incontrovertible truth we design to
  • 8. 4. PersonasWhat is it? A representation of a real life customer Represents the goals, behaviours, skills, attitudes and environment of a real group of customers Based on customer research Guides the design process so that we remain true to customer needsHow? Use affinity diagramming to map customer verbatims from research sessions into personas Determine the number of personas needed Personalise & prioritise
  • 9. 5. User journeysWhat is it? Explores a user’s thought processes, emotional states, behavioral patterns & paths Validates if our customer needs match our business needsHow? Starts with a persona’s primary need or goal that can be broken down into smaller needs to be met along to way Set the scene – put the persona in a real world time based scenario. Stand in their shoes. Role play Ends after the primary goal is met through a sequence of interactions with the service (across any number of touchpoints)
  • 10. 6. Design thinkingNow we know our customer and business goals, we undertakerapid low fidelity concept prototyping to see how we mightmeet those goals…We involve customers and stakeholders in co-design sessionsand innovation workshops…
  • 11. 7. PrototypesWhat is it? It is the physical artifact that the user will interact with It could be anything from a cardboard product prototype to a clickable wireframeHow? The prototype arises from concept sketches We try and involve the customer and business in creating the prototype
  • 12. 8. TestingWhy? Evaluate our designs with real people Iterative testing allows us to Test Design constantly improve the designHow? Create a screener to define our participants’ characteristics which should be close to our Personas’ Write the test script (or test objectives) Test artifacts can be anything from hi-fi design to low-fi paper prototypes
  • 13. 9. Visual designNow we have prototyped and tested theexperience, it’s time to apply the paint.Why? Visual design and aesthetics affect confidence and comfort with a product. The visual design allows us to represent the BrandHow? We create a contemporary visual style that adheres to the Brand and appeals to customers We define and apply design principles We develop a visual language that we translate into a Style Guide.
  • 14. 10. Content strategyYou probably know that content is king, or queen, or somesort of royalty.No matter how good the design is, if the content sucks, theexperience diesWhat is it? A content strategy plans for the creation, delivery and governance of useful usable content.How? Conduct a content audit Define key messages, voice / tone Figure out the where, what and how we communicate Create a content plan and a governance model
  • 15. 11. AccessibilityWe need to make sure our designsolutions are accessible to peoplewith disabilities including thosewho are: visually impaired, older, restricted by motor disabilities, speech impaired, living with cognitive and neurological disabilities