Why Can't I just Copy Success?

•

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Suzi Shapiro PhD GravityDrive.com Presented for Indiana UXPA May 19, 2015 I brief introduction to the process of using User Experience Research to develop a better product.

Software

Dooney &
Bourke Pebble
Leather New
SLGS
Continental
Clutch
WOMEN’s MEN’s KID’s
Money
Clips

John is a busy
professional.
He is careful
about his appearance
and doesn’t like
the big bulge
of a wallet
in his back pocket.
He only occasionally
wears a jacket and
worries about
losing his wallet
if it is in a jacket
pocket.
John Smith
• Wants a wallet
that is secure
in a front pocket.
• Concerned about
loss of wallet and cards.
“I seldom
carry cash,
I just need
a credit card
and ID.”
BEHAVIOR
• Eats out often
• Uses credit cards to
keep track of expenses
MOTIVATIONS
Age:
Location:
32
Midwest

What have others done?
What might you do
differently
to improve the design?

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