UXSG#1 Workshop


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Jon Rodriguez - Experience flows

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UXSG#1 Workshop

  1. 1. 2012 Experience Flows UX Singapore Jon Rodriguez Low Cheaw Hwei
  2. 2. Confidential 2012 2 What is an experience flow? It is a visualization of user needs in their context, outside-in. Essentially we visually map out consumer insights. This makes the insights easy to understand and actionable and allows for a shared understanding across disciplines and functions. Phases Needs Statistics Typical elements of an experience flow Persona and typical triggers Events / touch points Strategies
  3. 3. Confidential 2012 3 Who benefits from an experience flow? PRIME GOAL Consumers People are at the heart of what we do! The tool enables us to create meaningful and relevant brand experiences. We believe good experiences mean good business. Marketing Use CDJ to prioritize your marketing spent, and get input for roadmap (AOP) Social Media Use flow to organize and focus your efforts; gives input for channels and capabilities Design Use flow to understand and translate particular needs into meaningful solutions e.g. for digital, packaging, in-store … IT Use flow to align your capabilities and platform decisions with the actual consumer needs Consumer care Use flow to anticipate on common complaints; gives input on channels and sentiment Strategy Use flow to populate your roadmap; gives input for improvements and innovation Sales Inform your sales strategy and optimize current sales points End-to-End Use flow to understand and translate generic needs into requirements for process and IT re-design I&D Use flow to understand product requirements and link developments to consumer needsShared understanding Actionable knowledge
  4. 4. Confidential 2012 4 Types of experience flows Life-stage transitions Depiction of longer periods that revolve around a unifying theme e.g. off-spring Typically used for • Identify new value spaces • Identify new growth areas Consumer Decision Journeys Depiction of phases, questions and touch-points involved in finding, buying and owning a product Typically used for • Marketing innovation • Shape brand experiences • Align messages Ritual flows Depiction of peoples activities during specific daily tasks like cooking, taking care of skin, sleeping etc. Typically used for • New product innovations • Line extensions Floorcare rituals Mother and child care: from pregnancy to toddler Kitchen appliances (DACH) for persona ‘Claudia’ Hand blender handling Handling flow Depiction of steps and issues in using a product from unpack to repair and disposal Typically used for • Product interaction improvements • Product user experience improvements
  5. 5. Confidential Philips Design Experience flow | opportunities within cooking rituals 5