User centered strategy - Emersense

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This presentation was done as a part of the workshop directed at the team of professionals and entrepreneurs. The focus was on understanding the target users with the help of various tools and methods such as Personas.

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User centered strategy - Emersense

  1. 1. CREATING A STRATEGY TO TARGET YOUR USER
  2. 2. WITH TELECOMMUNICATIONS,THE DISTANCE BETWEENPOINTS IN THE NETWORKHAS REDUCED SIGNIFICANTLY.
  3. 3. TIME AND SPACEARE LESS IMPORTANT THANSTORY & PARTICIPATION
  4. 4. TODAY, CUSTOMER EXPERIENCE IS TRANSFORMING BUSINESSES. 1900-1960 1960-1990 1990-2010 2010-?    AGE OF AGE OF AGE OR AGE OFMANUFACTURING DISTRIBUTION INFORMATION THE CUSTOMER
  5. 5. THE PROGRESSION OF ECONOMIC VALUEHigh Relevance High Differentiation Cu sto INFORMATION SERVICE n m tio iz a Optimum Experiences a itiz tio POSITIONED COMPETITIVELY od n m m CUSTOMER NEEDS Co Cu s LATE INDUSTRIAL om t ion iz Essential Services at at io itiz n od m m Co EARLY INDUSTRIAL ion Basic Goods at itiz od m m Co AGRARIAN Core CommoditiesLow Relevance Low Differentiation Cost Driven Premium PRICING STRATEGY
  6. 6. THE CONSUMER IS INFORMED, IN CONTROLAND ENGAGES WHEN HE/ SHE FEELS LIKE ITThe traditional view of brands telling consumers what they shouldknow, is gone. They have little control over what is said about them.
  7. 7. CONSPIRING MORE THAN FOLLOWINGConsumers cultivate lines of sight to information andideas that reinforce a sense of identity and kinship.
  8. 8. REACHING THEM IS A CHALLENGE,ESTABLISHING DIFFERENTIATIONIS EVEN MORE DIFFICULT
  9. 9. OLD NEWDemographics Culture Testing Discovery A vs. B NarrativeHistorical Data Real-Time Data Surveillance Sousveillance
  10. 10. SUBJECTIVE / QUALITATIVE Focusd on EXPERIENCES (People, Activites, Context) IDENTITY Has personal significance MEANINGFUL EMOTIONS PLEASURABLE Memorable Experience CONVENIENT Easy to use, Intuitive VALUES USABLE Can be used without difficulty RELIABLE Is available & accuratePERFORMANCE FUNCTIONAL Work as programmed Focusd on TASKS (Products, Features) OBJECTIVE / QUANTIFIABLE
  11. 11. WHAT DOES RELEVANCETO THE USER MEAN?
  12. 12. ? WHAT DOES YOUR BUSINESS DO?? AND WHY?
  13. 13. KODAK WAS IN THE BUSINESS OF IMAGINGAND NOT IN THE BUSINESS OF FILM ROLLS
  14. 14. TO CREATE RELEVANCE, WE REALLY NEED TOKNOW OUR USERS! Consumer Deep consumer insight, research observation and intuition
  15. 15. ThinkDo Feel Empathy Insight OpportunitiesNew business ideas
  16. 16. BUT DO WE KNOW OUR TARGET USER?
  17. 17. THE MYTH OF AVERAGE CONSUMERThe average user does not exist. Within user segment there aredifferent kinds of user groups. SEGMENTATION: MARKETING VS. PERSONAS
  18. 18. THE LONG TAILLess of More
  19. 19. THERE IS A NEED TO Bring FOCUS Build EMPATHY Encourage CONSENSUS Create EFFICIENCY
  20. 20. METHODOLOGIESPersonasScenariosUsability TestsEthnographyUser ResearchPrototypingCo-CreationParticipatory Design
  21. 21. “A persona is a user archetype you can use to helpguide decisions about product features, naviga-tion, interactions, and even visual design.” - Kim Goodwin, CooperPersonas are a representative behavior and activ-ity profile for a customer base. They are contex-tual and specific to the particular application orservice.
  22. 22. PERSONAS INGREDIENTS Demographics Psychographics Webographics Relationship with the business Specific Goals / Needs Context of Usage Interaction of Usage Information of Usage Emotional Goals of usage Sensory / Immersive character of usage Accessibility issues
  23. 23. PERSONA IS NOT SAME AS USER SEGMENT SEGMENT PERSONAS Age Behaviors Income Goals Gender Attitudes Other Demographics Sell to People Understand the people behaviour
  24. 24. HEAD, HEART & HAND PRACTICAL & SOCIAL ACTION ENGAGEMENT STORY & STRATEGY RATIONAL SENSING INTENTION INTEGRITY & ALIGNMENT EMOTIONAL PURPOSE AWARENESS & CONFIDENCE
  25. 25. HEAD, HEART & HANDEVALUATE A PRODUCT / SERVICE USING THESE THREE LENSES: HEAD: What makes it logical and sensible? HEART: What makes it emotionally engaging? HAND: What makes it tangible and practical?List the characterisitcs or features that appeal to each lens.Score them from 1 to 10 to evaluate strength or weaknesses.
  26. 26. You can choose from:or any other well known product or service.
  27. 27. ADITYA KEDIA Design Strategy Consultant +852 5414 2376 connect@adityakedia.com www.adityakedia.com EMERSENSE CRAFTING MEANINGSHUMAN-CENTRED DESIGN | NEW PRODUCT DEVELOPMENT | SERVICE DESIGN | INNOVATION MANAGEMENT USER RESEARCH | DESIGN ACTIVISM | RETAIL STRATEGY | BRANDING | STYLING | INTERIOR DESIGN

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