Some Things You Can't Wireframe
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This talk is not about wireframes, although it's not guaranteed you won't have to see some. This talk is about how to identify and create customer touchpoints throughout your service. Wolf will lay out different approaches on how to incorporate your communication concept into your app or website, discuss best-practice examples and provide insights from the latest application redesign he was going through. You should 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. 11 20 Some Things nd te You Can’t Wireframe on Fr Wolf Becvar @wdbecvar
- 7. Designing for experience by identifying customer touchpoints
- 8. #touchpoints Wolf Becvar use the hashtag HI. twitter.com/wdbecvar wolfbecvar.com
- 10. Don’t get me wrong ...
- 11. I wireframes
- 12. Wireframes help us ... • get a clear picture • focus on each page’s purpose • no distraction through clutter of color or design • clear view of what needs to be designed • get clients involved in the planning process
- 13. Wireframes are just one part of the equation.
- 14. 1. What are customer touchpoints? 2. Why touchpoints are crucial? 3. How to identify touchpoints? 4. How to translate customer touchpoints into your UI?
- 15. 1. What are customer touchpoints? 2. Why touchpoints are crucial? 3. How to identify touchpoints? 4. How to translate customer touchpoints into your UI?
- 16. “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)
- 17. “every point of contact—online and off; each communication, human resource, branding, marketing and sales process initiative creates touchpoints. The quality of touchpoint experiences drives perceptions, actions and relationships.” - Touchpoint Metrics (2003)
- 18. Touchpoints = Interactions
- 19. Interactive Marketing Customer Social Service Media Channels Digital Experience Credit: http://incentmedia.files.wordpress.com/2009/10/customer-touch-points.gif
- 20. UX Design Dev CRM Sales Branding Marketing
- 22. •visual design •interaction design •information architecture •user research YES Isn’t this?
- 23. “How do I improve our customer experience?”
- 29. "Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it's really how it works ...To design something really well, you have to get it. You have to really grok what it's all about. It takes a passionate commitment to really thoroughly understand something, chew it up, not just quickly swallow it. Most people don't take the time to do that." - Steve Jobs / Wired magazine, 1994
- 30. 1. What are customer touchpoints? 2. Why touchpoints are crucial? 3. How to identify touchpoints? 4. How to translate customer touchpoints into your UI?
- 31. Touchpoints can make or break a good experience.
- 32. WinErr: 001 Windows loaded - System in danger WinErr: 002 No Error - Yet WinErr: 003 Dynamic linking error - Your mistake is now i WinErr: 004 Erroneous error - Nothing is wrong WinErr: 005 Multitasking attempted - System confused WinErr: 006 Malicious error - Desqview found on drive WinErr: 007 System price error - Inadequate money spent o WinErr: 008 Broken window - Watch out for glass fragments WinErr: 009 Horrible bug encountered - God knows what has WinErr: 00A Promotional literature overflow - Mailbox ful WinErr: 00B Inadequate disk space - Free at least 50MB WinErr: 00C Memory hog error - More RAM needed. More! Mor WinErr: 00D Window closed - Do not look outside WinErr: 00E Window open - Do not look inside WinErr: 00F Unexplained error - Please tell us how this h WinErr: 010 Reserved for future mistakes by our developer WinErr: 011 Window open - Do not look outside WinErr: 012 Window closed - Do not look insided
- 37. 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
- 47. 1. What are customer touchpoints? 2. Why touchpoints are crucial? 3. How to identify touchpoints? 4. How to translate customer touchpoints into your UI?
- 49. The customer experience process starts at the moment the customer becomes aware of your company.
- 50. Sales Funnel becomes aware of the product makes contact with the company becomes does does demos or decides to identifies aware that preliminary gets buy- detailed short-lists product/ research of in to research downloads purchase a solution service/ product/ purchase of trial problem product solution services solution solutions version exist
- 64. ACTIVITIES •Hears about it from friends or sees it in friends’ home • Sees it on web, on TV or in magazine •Ask friends for advice •Visit stores, ask sales people questions •Go to retailer •Talk to sales person •Open box/packaging •Look for/read directions •Read web sites, blogs, magazines for reviews and to •Compare side by side •Confirm all parts are present (e.g. remote) gain understanding of domain •Compare warranties •Plug in/power TV •Understand impact on other CE components •Consider extended warranty •Connect components •Learn jargon, brands •Consider installation service •Test system (e.g. movie, broadcast) •Look for sales •Adjust TV settings •Set up mounting hardware •Place on wall/stand •Hire professional installer if not doing oneself •Program remote •Educate family, friends on use •Call customer service •Complete/submit warranty information MOTIVATIONS •House remodel/build •Make the best choice/not a bad choice •See different model on sale •Get it finished fast (Busy, excited to see it work) •Broken TV •Get the best deal •Get out quickly as kids acting up in store • Relish unboxing (but not make it challenging) •Super Bowl •Satisfy my needs •Sale going on •Avoid frustration •Wedding gift (life event gift) •Trump my neighbors/friends •Sports event coming up •Don’t hurt back lifting it •Digital switchover in 2009 •Latest and greatest •New hot model released •Check out the new HD broadcast/DVD •The “Joneses” got one •Get up to speed •Sales person recommended •Brag to friends •Children want a TV (hand me down) •Know enough to not get duped by sales person •Buy DVD or other high tech gear AWARENESS RESEARCH PURCHASE OOBE QUESTIONS •How much? (Can I afford it?) •What is the best? •Do I want it? •Is it damaged? (Inspect packaging, TV. Power on •What can I get for my budget? •How do I get it home? before placement) •Is it worth it? •Is it future proof? •Is it in stock? •Do I need help to set up/install TV? •Is it an improvement? •Will it fit in my room/apt? •On sale? •Do I need the directions? •Is it cool? •Who can I trust? (Brand, Store, Sales Person) •Should I buy the service warranty? •Do I have every thing I need? •What will my friends think? •Does/will it work with my game console, DVD player? •Do I need this? •How do I change the settings? •Are there hidden costs/things I will need to buy? •Should I buy this? •How do I get the TV paired with the universal remote? •Will it last? •How much are taxes, shipping and handling costs? •What do I do with my old TV? Remote? Disposal versus recycle •Will it go on sale soon? When will prices drop? •Do my old components, cables, etc work with the new TV? •What do all these inputs/outputs go to? •Do I have enough information? •Can I get HDTV? •What’s important? •Is it easy to use? BARRIERS •Status quo – satisfied with TV •Honest, unbiased reviews •Don’t have desired model in stock •What to do with old furniture? •Not tech aware or interested •Too much to learn •Unhelpful/ignorant sales person •Move old TV to another room and connect it up. Buy •No time to do the necessary research •Buyer’s remorse (may revert back to last stage) other components to go with it. •Analysis paralysis: Too many choices & options •Lingo and acronyms too confusing to make a decision •Too complicated to set up/pair with other components •Can’t just plug in and watch TV •Too many directions; instruction booklet is too thick •No time for an involved set up Credit: http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html
- 67. 1. What are customer touchpoints? 2. Why touchpoints are crucial? 3. How to identify touchpoints? 4. How to translate customer touchpoints into your UI?
- 68. http://www.hotgloo-v2.com Casestudy former website
- 69. “What’s the purpose of our website?”
- 70. Research Concept Build Run heuristic analysis content analysis sitemap design benchmark flowchart <code/> user test usability test wireframing
- 71. ? Customer Journey
- 74. Identify the needs, the wants and the how to’s.
- 75. Benchmark
- 76. How are our competitors presenting themselves? feature oriented very technical unemotional “boring” focus soly on the app
- 77. Analyzed Metrics
- 78. 53%
- 79. 53% exit rate on our sign-up page.
- 80. Home........................... 45% Pricing overview.......... 53% Sign-up Step1.............. 23% Sign-up Step2.............. 5% Sign-up Step3.............. 5% Sign-up Step4.............. 22%
- 84. Evaluated Support Conversations
- 86. Conducted a Customer Satisfaction Survey
- 87. How long have you been using HotGloo? 31% 49% 9% 10% Less than 1 month 1 to 6 months 6 months to 1 year More than 1 year
- 88. How often do you use HotGloo? 24% 15% 39% 10% 9% 3% Never Once a year Every 2-4 months Monthly Weekly Daily
- 89. How did you come accross HotGloo? 10% 9% 17% 42% 16% 5% 1% Recommended by friends Recommended on a blog Saw Demo Conference Searchengine Social-media channels Banner-Ad Others
- 90. Why did you choose HotGloo? 5% 10% 17% simple to use effective interactive 19% 11% responsive collaborative 18% 17% 2% Quality Price Design Customer support First use experience Accessability Collaboration Others
- 91. What do you think about the help section? Video Tutorials HotGloo Vimeo Channel FAQs/Help section HotGloo Customer Forum Email Support 0 % 25 % 50 % 75 % 100 % Didn’t even know Not used yet Not helpful Helpful Very Helpful
- 92. simple reliable support listening to users productive easy access like the UI like easy to use inexpensive fast collaborative good perfomrance fast support
- 93. feature XX feature XX feature XX feature XX feature XX feature XX dislike feature XX feature XX feature XX feature XX login is too complicated
- 95. Think aloud!
- 96. ?
- 98. sign up landing page tour call to copy action website sign in key Usability visual IA help contact pricing news twitter letter facebook tutorials system mailing channels blog APP support customer forum
- 99. Step1: Strategy
- 101. Step2: Theme
- 103. Step3: Key Visual
- 108. Step4: Sitemap
- 110. Step5: Wireframing
- 118. Step4: Design
- 124. feature XX feature XX feature XX feature XX feature XX feature XX dislike feature XX feature XX feature XX feature XX login is too complicated
- 128. Ok, but what about the M in sMart? page visits *2 sign ups *3
- 129. Wrap up Identify the needs, the wants, and the how to’s. Find the key sources, and platforms. Look for the gap and fill it. Make your touch points count.
- 130. The secret Sauce? Credit: http://www.gallonjug.com/assets/images/secret_sauce.png
- 131. LI KE
- 132. LO VE
- 133. “The essential difference between an emotion and reason is that emotion leads to action while reason leads to conclusion.” - Donald Calne, Neurologist
- 134. Good UX means that everyone wins.
- 135. “A beholder must create his own experience.” - John Dewey, Philosopher
- 136. TAKK. ping me! wolfbecvar.com twitter.com/wdbecvar hotgloo.com