Fell Swoop: Data To Design

4 Tamara Adlin • User Experience Strategy Expert • Wrote the Book on Personas • Author, Speaker & Consultant • Broad Client Based Experiences Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

6 Why We Joined Forces Together we have the expertise to practice what we preach: TAMARA’S EXPERTISE Who are you trying to solve a How can you get people to problem for, and how are you happily do the things that trying to solve it? make your business grow? Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

6 Why We Joined Forces Together we have the expertise to practice what we preach: TAMARA’S EXPERTISE MATT’S EXPERTISE Who are you trying to solve a How can you get people to What experiences do you problem for, and how are you happily do the things that want to create, and how can trying to solve it? make your business grow? you create them? Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

9 Overview We had several important questions to answer with this project: • Who are the right customers to focus on? • How do these people think about “vacation clubs” (a.k.a., ‘time shares’) today? • How do we want them to think Orange Lake Vacation Club? • How can we create a web experience that: - Turns the “merely curious” into the “actively shopping”? - Helps existing customers help themselves (and thus vastly reduces costs)? Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

11 Phase 1: Clarity Slowing down to speed up... • What are the (measurable!) business, brand, and customer experience objectives for the new site? • What are the (very speciﬁc!) value propositions and diﬀerentiators? • What do you know about your current and target customers already? Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

13 Phase 2: Strategy • We create personas to capture the key goals and needs of your current and target customers. • We deﬁne a strategy which answers the question how can we create an experience that helps our personas happily do what we want them to do? Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

15 Looking at the competition through the eyes of our personas, we found that Vacation Clubs play ‘follow the leader’ instead of ‘follow the user’ Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

16 Customer Experience Strategy • The strategy document outlines our recommendation for encouraging personas to happily do what we want them to do. • The strategy translates all of our work into a set of design guidelines in preparation for the design phase. Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

19 Design During the design phase we... • We create Use Cases to tell the story of the new experience we’re building for our personas • We create Wireframes which are the “blueprints” for all of the web pages and user interface elements. • We conduct Usability Testing to ﬁnd and ﬁx problems early in the design process. • We create the graphic design for the web site so that it enhances usability while supporting your brand and business goals. Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

Fell Swoop: Data To Design

by Fell Swoop LLC on Oct 12, 2009

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