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.
16. “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
17. 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
21. 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)
22. Tweet me @wdbecvar
“[...] every point of contact -
online and off each
communication, human
resource, branding, marketing
and sales process initiative
creates touchpoints ...
23. Tweet me @wdbecvar
The quality of touchpoint
experiences drives perceptions,
actions and relationships.”
- Touchpoint Metrics (2003)
42. 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 ...”
- airbnb.com
62. Tweet me @wdbecvar
Research Concept Build
customer surveys
benchmark
usability testing
stakeholder
interviews
experience maps
user test
sitemap
flowchart
wireframing
design
<code/>
Run
63. Tweet me @wdbecvar
The customer experience
process starts at the
moment the customer
becomes aware of your
company.
65. 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
66. 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
68. “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
71. 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.