Peoples and services tales

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some new prospective on experience management for agile product vision definition and management presented at better software 2013

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Peoples and services tales

  1. Better software 2013 Peoples and services tales
  2. experience architect Luca Mascaro
  3. I want to tell The story of batman
  4. Batman experience customer hero
  5. ADV high expectation Batman experience customer hero
  6. ADV high expectation in store buy high expectation Batman experience customer hero
  7. ADV high expectation in store buy high expectation daily usage anything special Batman experience customer hero
  8. ADV high expectation in store buy high expectation daily usage anything special Batman experience customer hero up-selling why -_-
  9. ADV high expectation in store buy high expectation daily usage anything special Batman experience customer hero up-selling why -_- customer service °_°
  10. other player proposal ADV high expectation in store buy ^_^ high expectation daily usage anything special Batman experience customer hero up-selling why -_- customer service °_°
  11. other player proposal ADV high expectation in store buy ^_^ high expectation daily usage anything special Batman experience customer hero up-selling long shot redemption why -_- WTF!!! customer service °_°
  12. “Why you haven’t change supplier? ! Because they are equal and I need time for change”
  13. an important lesson on customer satisfaction less worst choice vs energy for change
  14. two opposite side effect
  15. continuous change high concurrent market without barrier: apps two opposite side effect
  16. continuous change high concurrent market without barrier: apps two opposite side effect good enough static market: telco
  17. “I think that one of the biggest problems in this country is that every product or service provider solves his operational problems by simply pushing them to the end users. 
 And this is the best way to deliver an awful user experience.” Alessandro Galetto 2013
  18. talk goal As product manager/owner & teams we want create successful products and services
  19. promise buy Defining a successful product/service
  20. adoption buy & first time usage Defining a successful product/service promise buy
  21. engagement daily usage adoption buy & first time usage Defining a successful product/service promise buy
  22. engagement loyalty daily usage value services adoption buy & first time usage Defining a successful product/service promise buy
  23. First fact We are in an high-offer market where the level of offering in term of features, quality and price is good enough for many of us
  24. Second fact At the same time we’re un-satisfied customers and we wanna spend our money in more valuable experience
  25. we know that customer experience and user experience management has a really big impact on that
  26. Impact +10% profitability Report “Competitive strategy in the Age of the Customer” Forrester CX 2011 x2.6 loyalty
  27. good experience grab people 40% began
 purchasing 55% willing to 
 recommend 85% would pay
 up to 25% good vs bad experience bad experience push customers away 82% change business relationship Report “Customer Experience ROI” Forrester 2012 95% generate costs 79% told to others
  28. The next big miracle Improve CX & UX of customer base = success!?!?
  29. The next big miracle Improve CX & UX of customer base = success!?!? TR NO LLY EA
  30. We have to understand two more real big but underestimate PHENOMENON
  31. how many service we use and how? how experience change our needs and behavior?
  32. how many service we use and how? how experience change our needs and behavior?
  33. “We are in the battle of home screen” Matias Duarte 2012
  34. Used (last 30 days) Adopted 40 25 21 30 15 20 15 12 10 9 0 Italy USA Switzerland People insight Average number of digital services Data by Google Insight
  35. Personal 8 Professional 3 6 5 4 1 3 3 Weekly Monthly 2 0 Daily People insight Digital service journey Data by Google Insight
  36. There can be only one As human we have limited cognitive (capabilities, memory, …) & physical (time, money,…) resources so we try to focus only on a few services providers.
  37. “many of my friends is moving from sms to whatsapp, is free and I can see also the status… is cool!” ! effect Substitution effect
  38. ! effect Aggregation of trust
  39. how many service we use and how? how experience change our needs and behavior?
  40. Daniel Kahneman @TED
  41. Daniel Kahneman @TED
  42. expectation experience We made our choices based on the past experiences
  43. live expectation experience experience We made our choices based on the past experiences
  44. remember experience live expectation experience experience We made our choices based on the past experiences
  45. experience behavioral change live expectation experience experience remember We made our choices based on the past experiences
  46. in today’s world customers that have the opportunity reward companies that help them to do more. ! In exchange for hard-earned cash, customers want an enriched experience that improves their lives. Forrester 2011, Forbes 2012, Wolffolins Game Changers Report 2012
  47. but not every time
  48. Lisa Mark I invest my resources for improve my happiness trough experience I’m happy and I invest my resources for improve experience
  49. Happiness define The level Gallup research 2012
  50. Level define The cluster
  51. Good enough Level define The cluster
  52. Want more Good enough Level define The cluster
  53. The lesson Think really carefully about how our products and service interact with our users life and how can be integrated with their circadian cycle!
  54. thank you @lucamascaro ! www.lucamascaro.info www.sketchin.ch

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