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Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
Planning the perfect user experience
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Planning the perfect user experience

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cxpartners Singapore workshop

cxpartners Singapore workshop

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  • 1. Planning the perfect user experience Chui Chui Tan 陈璀璀 @ChuiSquared 1
  • 2. Find 4 people in a group Decide a name for the team Introduce yourself within the group 10 minutes 2
  • 3. All our stakeholders have different ideas? 3
  • 4. All our stakeholders have different ideas? We keep copying competitors instead of being original? 3
  • 5. All our stakeholders have different ideas? We keep copying competitors instead of being original? How do we prioritise features and content? 3
  • 6. All our stakeholders have different ideas? We keep copying competitors instead of being original? How do we prioritise features and content? How to we uncover unknown needs? 3
  • 7. All our stakeholders have different ideas? We keep copying competitors instead of being original? How do we prioritise features and content? How to we uncover unknown needs? How do we design multi-channel experiences? 3
  • 8. Think about examples of problems you’ve in your company. Choose 3 big strategic problems 15 minutes 4
  • 9. 5
  • 10. 6
  • 11. 6
  • 12. 6
  • 13. 7
  • 14. What is a customer experience map? A single strategic document which could help you: • Manage requirements • See the big picture • Prioritise what should be done and what can wait • Identify hidden needs or spot gaps in the service • Create narratives
  • 15. 9
  • 16. Tasks 9
  • 17. Tasks 9
  • 18. Tasks 9
  • 19. Tasks 9
  • 20. Choosing Specifying Financing Buying Tasks 10
  • 21. Choosing Specifying Financing Buying Tasks What users do 10
  • 22. Choosing Specifying Financing Buying Tasks What users do 10
  • 23. Choosing Specifying Financing Buying Tasks What users do 11
  • 24. Choosing Specifying Financing Buying Tasks What users do 12
  • 25. Emotion Choosing Specifying Financing Buying Tasks What users do 13
  • 26. Emotion Choosing Specifying Financing Buying Tasks What users do 13
  • 27. Emotion Choosing Specifying Financing Buying Tasks What users do 14
  • 28. Experience Cheat Sheet Name of product / service Practical: it makes Simpler Emotional: it makes me feel Values: What it says about me 16
  • 29. Experience CHeat Sheet Name of product / service Photojojo Buying Photo Practical: it makes supplies Simpler Emotional: it makes me feel Playful Values: What it says about me i’m Creative 17
  • 30. 18
  • 31. 19
  • 32. 20
  • 33. 20
  • 34. Emotion Choosing Specifying Financing Buying Tasks What users do 21
  • 35. Emotion Choosing Specifying Financing Buying Tasks What users do Web 21
  • 36. Emotion Choosing Specifying Financing Buying Tasks What users do Web Call centre 21
  • 37. Emotion Choosing Specifying Financing Buying Tasks What users do Web Call centre Competitor 21
  • 38. Emotion Choosing Specifying Financing Buying Tasks What users do Web Call centre Competitor Phase 2 21
  • 39. 22
  • 40. 23
  • 41. Exercise Go back to your group (4 in a group) Think of a brand that you’re familiar with which: - Sell shoes - Sell hotel rooms - Sell cars 5 minutes 24
  • 42. Exercise Within the group, divide into two groups of two: Group A Group B 25
  • 43. Think about the brand you’ve chosen Group A Fill in the experience cheat sheet for this brand Experience Cheat Sheet Name of product / service Practical: it makes Simpler Emotional: it makes me feel Values: What it says about me 26
  • 44. Come out with a list of interview questions Group B You can use the guide below as the reference To gather context and collect details Ask about sequence Ask about quantity Ask for specific examples Ask for the complete list Ask for relationships Ask about organisational structure To probe what’s unsaid Ask for clarification Ask about code words/native languages Ask about emotional cues Ask why Probe delicately Probe without presuming Explain to an outsider Teach another Questions that create contrasts to uncover frameworks and mental models Compare processes Compare to others Compare across time Steve Portigal - http://www.portigal.com/blog/seventeen-types-of-interviewing-questions/ 27
  • 45. Interview users and gather tasks / needs 25 minutes 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 28
  • 46. Interview users and gather tasks / needs 25 minutes 0 0 0 0 0 0 0 0 0 0 0 0 Researchers: Ask the buyers to describe 0 their purchase. Listen for their needs ‘I needed to...’ Listen for tasks ‘I did this...’ 0 0 0 Write down one need or task per Post-Its Don’t worry about what medium or channel they used. 28
  • 47. Buying shoes The research asks the buyer to describe their purchase. Begin when they first started thinking about buying the shoes or even before that. Go back as far as possible. Finish after they’d bought the shoes and taken delivery - often they’ll have had some contact with the vendor after purchase such as returns. Listen for their needs and tasks. Don’t worry about what medium or channel they used. Write down one need or task per post-it. Tips Ask about the other people they spoke to (for advice, customer service, inspiration, or because they would be wearing the clothes!). When they needed to make a decision or trade-off, what was important to them? If you have time, get them to go back over their story. You may find they revise what they did. Listen for words that described how they felt. Especially: were they anxious or surprised at any point. Why was this? Think about the four contexts (physical, social, temporal, task). Which one(s) influenced their behaviour at each stage? 29
  • 48. Booking a hotel The research asks the buyer to describe their booking. Begin when they first started thinking about finding a hotel for themselves to stay in (that’s important) - this is probably a while before the trip. Go back as far as possible. Finish after they’d returned from the trip - often they’ll have had some contact with the vendor after purchase. Listen for their needs and tasks. Don’t worry about what medium or channel they used. Write down one need or task per post-it. Tips Ask about the other people they spoke to (for advice, customer service, inspiration, or because they would be wearing the clothes!). When they needed to make a decision or trade-off, what was important to them? If you have time, get them to go back over their story. You may find they revise what they did. Listen for words that described how they felt. Especially: were they anxious or surprised at any point. Why was this? Think about the four contexts (physical, social, temporal, task). Which one(s) influenced their behaviour at each stage? 30
  • 49. Mobile car configurator The researcher asks the buyer to describe their purchase. Begin when they first started thinking about buying a new car - this is probably a long time before the actual purchase. Go back as far as possible. Finish after they’d bought the car and experienced it - often they’ll have had some contact with the vendor after purchase. Listen for their needs and tasks. Don’t worry about what medium or channel they used. Write down one need or task per post-it. Tips Ask about the other people they spoke to (for advice, customer service, inspiration, or because they would use the car, too). When they needed to make a decision or trade-off, what was important to them? If you have time, get them to go back over their story. You may find they revise what they did. Listen for words that described how they felt. Especially: were they anxious or surprised at any point. Why was this? Think about the four contexts (physical, social, temporal, task). Which one(s) influenced their behaviour at each stage? 31
  • 50. 32
  • 51. Arrange tasks / needs into sequence, create levels & phases 20 minutes Phase 1 0 task 1 Phase 2 0 task 2 0 task 3 0 task 4 Phase 3 0 task 5 0 0 0 0 0 0 task 6 0 0 0 0 0 0 0 0 33
  • 52. Arrange tasks / needs into sequence, create levels & phases 20 minutes Phase 1 0 task 1 Phase 2 0 task 2 0 task 3 0 task 4 Phase 3 0 task 5 0 0 0 0 task 6 0 0Combine your findings with the other 0 0 groups at your table Get rid of duplicates 0 0 0 0Get the language right, no channel specific 0 0 Is everything at the same ‘level’? Break big tasks into sub-tasks or group small tasks to super-tasks Break them into phases Arrange them from start to finish 33
  • 53. Identify pain-points & emotions 20 minutes Emotion Phase 1 task 1 0 Phase 2 task 2 0 task 3 0 task 4 0 Phase 3 task 5 0 0 0 0 0 0 0 task 6 0 0 0 0 0 0 0 0 34
  • 54. Identify pain-points & emotions 20 minutes Something else to do AHHHHH So much to think about Phase 1 task 1 0 Too many choices Phase 2 task 2 0 task 3 0 task 4 0 Phase 3 task 5 0 0 0 0 0 0 0 task 6 0 0 0 0 0 0 0 0 35
  • 55. Identify pain-points & emotions 20 minutes Something else to do AHHHHH So much to think about Phase 1 task 1 0 Too many choices Phase 2 task 2 0 task 3 0 0 0 0 task 4 0 Phase 3 task 5 0 0 task 6 0 Think about the emotions people have for each task. 0 0 0 Get more input from the ‘buyers’ if necessary. 0 0 0 Find a way to document these0 emotions. 0 0 Identify the FIVE main pain points. 35
  • 56. Identify potential signature moments 20 minutes Emotion Phase 1 task 1 0 Phase 2 task 2 0 task 3 0 task 4 0 Phase 3 task 5 0 0 0 0 0 0 0 task 6 0 0 0 0 0 0 0 0 36
  • 57. Identify potential signature moments 20 minutes Emotion Phase 1 task 1 0 Phase 2 task 2 0 task 3 0 task 4 0 0 0 0 0 0 0 Phase 3 task 5 0 0 task 6 0 Refer back to your brand cheat sheet. 0 0 0 Identify FIVE tasks which are particularly relevant to your brand. Replace them with another colour 0 0 0 See if any of them match up with the pain points you identified earlier (NOTE: They don’t always have to) 36
  • 58. Brainstorm content / features 20 minutes Emotion Phase 1 0 task 1 Phase 2 0 Phase 3 0 task 3 0 task 4 0 task 5 0 task 2 0 0 0 0 0 task 6 0 our site 0 0 0 0 0 0 0 0 0 0 0 0 0 0 37
  • 59. Brainstorm content / features 20 minutes Emotion Phase 1 0 task 1 Phase 2 0 task 2 0 0 0 0 task 3 0 0 0 task 4 Phase 3 0 task 5 0 task 6 0 Brainstorm the features and content that 0 0 you think will be important to the uses under each column. 0 Write the name of the feature / content 0 and the0 need it meets. e.g. ‘Photo tour: Lets user see the hotel’ our site 0 0 0 0 Sometimes you’ll think of a second or third 0 feature 0 achieves the same thing. that e.g. ‘Video tour: Lets user see the hotel’ 0 0 Try to come up with features for every 0 column. 37
  • 60. Prioritsing 20 minutes Emotion Phase 1 0 task 1 Phase 2 0 task 2 0 task 3 0 task 4 Phase 3 0 task 5 0 0 task 6 0 0 0 0 0 0 0 our site 0 0 0 0 0 0 0 0 0 0 0 0 0 0 38
  • 61. Prioritsing 20 minutes Emotion Phase 1 0 task 1 Phase 2 0 task 2 0 task 3 0 task 4 Phase 3 0 task 5 0 0 0 0 task 6 0 0 0 0 Take 3 stickers each. 0 0 0 0 Choose the most important tasks for the 0 user. 0 Do you agree? Do you see any patterns? our site 0 0 0 0 0 0 0 Take 3 stickers each 0 Choose the features you like best 0 Do these match up with the users’ needs? 38
  • 62. 39
  • 63. 40
  • 64. 41
  • 65. 42
  • 66. 43
  • 67. Customer Experience Map Tips 44
  • 68. Customer Experience Map Tips 1. Involve your stakeholders - let them watch user interviews and take notes. 44
  • 69. Customer Experience Map Tips 1. Involve your stakeholders - let them watch user interviews and take notes. 2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map. 44
  • 70. Customer Experience Map Tips 1. Involve your stakeholders - let them watch user interviews and take notes. 2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map. 3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies. 44
  • 71. Customer Experience Map Tips 1. Involve your stakeholders - let them watch user interviews and take notes. 2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map. 3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies. 4. Remember some tasks belong in two places on the Map. 44
  • 72. Customer Experience Map Tips 1. Involve your stakeholders - let them watch user interviews and take notes. 2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map. 3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies. 4. Remember some tasks belong in two places on the Map. 5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right. 44
  • 73. Customer Experience Map Tips 1. Involve your stakeholders - let them watch user interviews and take notes. 2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map. 3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies. 4. Remember some tasks belong in two places on the Map. 5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right. 6. Remember use the right language to describe each need or what users do (e.g. no channel specific) 44
  • 74. Customer Experience Map Tips 1. Involve your stakeholders - let them watch user interviews and take notes. 2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map. 3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies. 4. Remember some tasks belong in two places on the Map. 5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right. 6. Remember use the right language to describe each need or what users do (e.g. no channel specific) 7. When you’re choosing the most important features / content remember different personas will have different needs. Do the exercise for each persona. 44
  • 75. Customer Experience Map Tips 1. Involve your stakeholders - let them watch user interviews and take notes. 2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map. 3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies. 4. Remember some tasks belong in two places on the Map. 5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right. 6. Remember use the right language to describe each need or what users do (e.g. no channel specific) 7. When you’re choosing the most important features / content remember different personas will have different needs. Do the exercise for each persona. 8. Be aware of hierarchy - you may want to run through the exercise with groups of stakeholders and have a joint ‘wash up’ meeting. 44
  • 76. Customer Experience Map Tips 1. Involve your stakeholders - let them watch user interviews and take notes. 2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map. 3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies. 4. Remember some tasks belong in two places on the Map. 5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right. 6. Remember use the right language to describe each need or what users do (e.g. no channel specific) 7. When you’re choosing the most important features / content remember different personas will have different needs. Do the exercise for each persona. 8. Be aware of hierarchy - you may want to run through the exercise with groups of stakeholders and have a joint ‘wash up’ meeting. 9. Some people will struggle to participate or contribute. Encourage them, but remember not to push them. 44
  • 77. Customer Experience Map Tips 1. Involve your stakeholders - let them watch user interviews and take notes. 2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map. 3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies. 4. Remember some tasks belong in two places on the Map. 5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right. 6. Remember use the right language to describe each need or what users do (e.g. no channel specific) 7. When you’re choosing the most important features / content remember different personas will have different needs. Do the exercise for each persona. 8. Be aware of hierarchy - you may want to run through the exercise with groups of stakeholders and have a joint ‘wash up’ meeting. 9. Some people will struggle to participate or contribute. Encourage them, but remember not to push them. 10.Acknowledge and thank everyone individually during the day. Remind people how they contributed. 44
  • 78. Additional references http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/ http://mappingexperiences.com/ http://uxdesign.smashingmagazine.com/2011/12/06/effective-user-researchtransforming-minds-of-clients/ http://www.servicedesigntools.org/tools/8 http://blogs.hbr.org/2010/11/using-customer-journey-maps-to/ http://quaero.csgi.com/writable/files/mapping_customer_journey.pdf https://www.pinterest.com/ddeboard/ux-customer-experience-maps/ 45
  • 79. See it on: Five Simple Steps (Publisher) Amazon 46
  • 80. Thank you! Chui Chui Tan @ChuiSquared

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