Some Things You Can't Wireframe


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Wireframes are great for structuring content and demoing concepts. They help us think about important user experience aspects upfront. We can lay out and test-drive something in almost no time. We can gather feedback and iterate over and over. But here is something they can't: wireframes can't deliver the full experience.

This talk is not about wireframes it's about how to identify and apply customer touch points throughout a service. You will witness different approaches on how to design for experience. Which UX methods help us to identify and apply touch points? You will walk away from this talk with a flair for transforming your visitors into customers and a better understanding of the magic behind turning a like into love.

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Some Things You Can't Wireframe

  1. 1. SOME THINGS YOU CAN’T WIREFRAMEWolf Becvar @wdbecvar webexpo 2013
  2. 2. Ahoj @wdbecvar WOLF BECVAR
  4. 4. Tweet me @wdbecvar  Can experience be designed?
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  8. 8. Credit: Richard Baker
  9. 9. HACK Credit:
  10. 10. Tweet me @wdbecvar 
  11. 11. HACK
  12. 12. Tweet me @wdbecvar  HACK
  13. 13. Usability is not everything.
  14. 14. “If usability engineers designed a nightclub, it would be clean, quiet, brightly lit, with lots of places to sit down, plenty of bartenders, menus written in 18-point sans-serif, and easy to find bathrooms. But nobody would be there. They would all be down the street at Coyote Ugly pouring beer on each other.” - Joel Spolsky
  15. 15. Tweet me @wdbecvar  1. What are customer touchpoints? 2. Why touchpoints matter? 3. How to identify/improve touchpoints? 4. How to translate customer touchpoints into a project? 5. Q & As
  16. 16. Tweet me @wdbecvar  1. What are customer touchpoints?
  17. 17. Tweet me @wdbecvar  DESIGN
  18. 18. Tweet me @wdbecvar  CONTEXT
  19. 19. Tweet me @wdbecvar  “[...] every point in time the customer touches or connects with your company throughout the entire product/service delivery; pre-, during and post-purchase.” - Touchpoint Experience (2004)
  20. 20. Tweet me @wdbecvar  “[...] every point of contact - online and off each communication, human resource, branding, marketing and sales process initiative creates touchpoints ...
  21. 21. Tweet me @wdbecvar  The quality of touchpoint experiences drives perceptions, actions and relationships.” - Touchpoint Metrics (2003)
  22. 22. Touchpoints = Interactions
  23. 23. Customer Service Social Media Channels Interactive Marketing Digital Experience Credit:
  24. 24. Tweet me @wdbecvar  How do I improve our customer experience?
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  27. 27. Tweet me @wdbecvar Credit:
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  31. 31. Tweet me @wdbecvar  2. Why touchpoints matter?
  32. 32. Tweet me @wdbecvar  Touchpoints make or break a good experience.
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  34. 34. Tweet me @wdbecvar  “We connect people who have space to spare with those who are looking for a place to stay. Guests can build real connections with their hosts, gain access to distinctive spaces, and immerse themselves in the culture of their destinations ...” -
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  48. 48. Tweet me @wdbecvar  3. How to identify/ improve customer touchpoints?
  49. 49. Tweet me @wdbecvar  Touchpoints evolve from user insights Credit:
  50. 50. Tweet me @wdbecvar  RESEARCH Credit:
  51. 51. Credit: Don’t just scratch the surface
  52. 52. It’s about the INSIGHTS Credit:
  53. 53. Tweet me @wdbecvar  Research Concept Build customer surveys benchmark usability testing stakeholder interviews experience maps user test sitemap flowchart wireframing design <code/> Run
  54. 54. Tweet me @wdbecvar  The customer experience process starts at the moment the customer becomes aware of your company.
  55. 55. Tweet me @wdbecvar  Map out a customer journey
  56. 56. Tweet me @wdbecvar  •documents individual user NEEDS. •illustrates INTERACTIONS, necessary to fulfill needs. •EMOTIONAL STATES a user experiences throughout the process. Customer Journey Map Credits: Chris Risdon
  57. 57. Tweet me @wdbecvar  •Encourage conversation and collaboration. •Highlight the flow of the customer experience. •Enable stakeholders to discuss opportunities to improve CX. Key Benefits Credits: Chris Risdon
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  59. 59. “We understand what is and what is not important to the customer in that experience and then we design a WOW experience to improve it.” - Richard Sollery, Senior Director of Consumer Experiences, LEGO
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  62. 62. Tweet me @wdbecvar  •Formal approach to describing experiences. •Starts with the description of a specific customer. •Life cycle of experiences: before, during & after. •Easy to use and simple to understand.
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  65. 65. tour sign up sign in help contact pricing landing page copy key visual call to action IA support system mailing facebook blog APP twitter customer forum tutorials news letter Usability website channels
  66. 66. Tweet me @wdbecvar  4. How to translate touchpoints into a project?
  67. 67. Tweet me @wdbecvar Credit:
  68. 68. Tweet me @wdbecvar  Break down the silos Credit:
  69. 69. Tweet me @wdbecvar  Can experience be designed?
  70. 70. Tweet me @wdbecvar  TEAMWORK Credit:
  71. 71. Tweet me @wdbecvar  “A beholder must create his own experience.” - John Dewey, Philosopher
  72. 72. THANK YOU @wdbecvar PS: I’m very interested in new hacks :) If you spot one make sure to tag them #hackspotter
  73. 73. Tweet me @wdbecvar  Q&As
  74. 74. Tweet me @wdbecvar  LINKLIST • experience-maturity • and-opportunities • • experience-maturity • • • cycle.html • map