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

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