Customer Profile Workshop
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Slide deck used as part of a Home Insurance Workshop
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Customer Profile Workshop
- 1. We are looking to take secondary research and input it into primary research Workshop Design
- 3. Use of mascot Branded Awareness (ABC1) Target audience (C2) Target audience
- 4. Outcomes: Customers are used to having things their way. They understand ease of use, With iPhones, Netflix, App store etc Apples design philosophy is the leader in the market in what customers aspire to. What is the next step is service? Lets reflect what our customers asipre to be. I don’t know if the Axa couple do that. Also they don’t help me understand who Axa is?
- 5. Clear Home Page Unclear quote Easy to understandNot easy to understand
- 6. Clear quote Unclear quote Easy to understandNot easy to understand
- 7. Online tools that assist me to understand what cover is right for me Ability to save a quote for later Lack of online tools that assist me to understand what cover is right for me Lack of ability to save a quote for later
- 8. Lack of ability to apply online Ability to view and manage my account online Lack of ability to view and manage my account online Ability to apply online
- 9. General information about home insurance Lack of general information about home insurance Lack of customer ratings / reviews Customer ratings / reviews
- 10. Overall category map Unclear quote Easy to understandNot easy to understand
- 11. Overall category map Unclear quote Easy to understandNot easy to understand
- 13. Outcomes: Aviva seems to have worked on understanding customers. Ease of use and sending a message. The design of the site will most likely be updated soon as it shows its age. I think that we need to understand what differentiates us? its it our target customers? is it offers? I don’t know if the Axa couple signify who I want to be. They seem to be very middle of the road, even scruffy? Aviva wins due to being a huge part of Middle Class life, Rugby & empty nest syndrome. Progressive
- 14. Research target customers Create a better solution for marketing cross over Reduce technobable Develop concepts for user testing
- 15. We are looking to take secondary research and let it be the foundation for primary research Competitor Cross Comparison
- 16. Clear quote Easy to understand Online tools that assist me to understand what cover is right for me Ability to save a quote for later Ability to view and manage my account online Ability to apply online Overall category map Easy to understand General information about home insurance customer ratings / reviews Clear Home Page Use of mascot A r e a s o f r e s e a r c h
- 17. 0 50 100 150 200 250 300 350 5 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 96 98 115 F Offline M Offline F Online M Online O f f l i n e a n d O n l i n e 28 – 44 Workshop target audience
- 18. W o r k s h o p O u t c o m e
- 19. C r e a t e P e r s o n a s
- 20. F i r s t t i m e b u y e r L i f e l o n g m e m b e r
- 21. M y h o u s e w a s b r o k e n i n t o 6 m o n t h s a g o M y h u s b a n d d i e d l a s t y e a r a n d I f e e l u n s a f e i n m y o w n h o m e
- 22. E v e r y o n e d e s e r v e s t o b e s a f e
- 23. Workshop Design To understand the customer we need to go beyond, the butt sniffing competitor analysis
- 24. W e N e e d t o u n d e r s t a n d b e t t e r
- 27. The Employee Journey Decide Grow Contribute Apply Find Join Learn 1 2 3 4 5 6 7 8 Evaluate Candidate Employee Perform & Develop Seek & Explore
- 28. { Goals } Learn a hands-on approach to identify the “Four I’s”: Insights – clear understanding of employee needs and emotions Impact – clear focus on the resulting business impact Issues/Opportunities – what’s getting in the way, or could be improved, in order to meet employee needs Innovate – design solutions that deliver both employee and organizational value EX Journey Mapping
- 29. Behaviors PEOPLE THINGS ONSTAGE EXPERIENCE PEOPLE THINGS BACKSTAGE SUPPORT Select a specific customer persona to map ATTITUDES
- 30. The new GE Optima MR360 is well suited for a wide range of MR scanning needs – with the ease of operation to help make a clinician’s staff more productive. For streamlining routine scans, the Optima MR360 incorporates an express exam approach to MR. It includes many intuitive and automated functions that help increase patient comfort, operator confidence, image consistency, and professional satisfaction of MR staff. Great Experience
- 32. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS DRUGGED GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE NEEDLE & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM NURSE TISSUES
- 33. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS DRUGGED GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE NEEDLE & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM DESIGN NEW EXPERIENCES Innovate to influence attitudes and change behaviors TISSUES NURSE FEEL SAFE IDEA: LET’S GO CAMPING
- 34. Great Product The new GE Optima MR360 is well suited for a wide range of MR scanning needs – with the ease of operation to help make a clinician’s staff more productive. For streamlining routine scans, the Optima MR360 incorporates an express exam approach to MR. It includes many intuitive and automated functions that help increase patient comfort, operator confidence, image consistency, and professional satisfaction of MR staff.
- 36. This allows customer to build a profile and their journey Persona building for customer
- 37. Card Sort Draw and narrate Activity Analysis Emotion Pain Point User Personas Predict next year headlines Concept Landscape Five whys? Persona building for customer Customers use AXA and Competitors
- 38. To understand pain problems through customer prosoma's and the journey sales people have with them Sales persona
- 39. Conduct Interviews to establish persona as well as sales strategies Card Sort to build customer profiles Draw and narrate the customer journey Establish Findings Customer Building Customer Journey Predict next year headlines Sales persona
Editor's Notes
- With $5k in bus decals, he actually redesigned the experience of what it looks like in the room. And he went beyond just the visuals. He piped in the sounds of crickets, and the smells of camping – the good smells of camping on day 1, not the smells from day 5.
- That’s how to do it… changing attitude to drive behavior to deliver results…
- With this detail uncovered, you can evaluate and prioritize specific moments that seem most important. Select one moment that matters most. “In Sophia’s story, which moment stands out as the most important?” (audience). Yeah, when she sees the MRI machine and breaks down crying!
- Intentionally re-configuring our processes / our offering to meet those needs Using his newfound understanding of what makes children happy, he set out to reframe the experience problem Focused on the moment that matters You can’t force a person to do something (the steps of the journey in green) And you can’t directly change a person’s attitude or emotions. So you focus on the aspects of the journey that you CAN influence – Remember Influence attitudes to change Behaviours. So, what do you think he did? [audience feedback] Do you want to see?
- (ask audience) “Does anyone know what this is?” Right, it’s an MRI machine. “Has anyone had an MRI? How was that experience?” Right, usually not very enjoyable. He get’s great feedback from hospital technicians and administrators about how easy the machine is to operate, and how great the images are. It’s amazing how crisp and detailed the images are. Doug attends a workshop at Standford’s d.school that focuses on customer empathy and user-centered design principles. Realizes he’s never seen an actual patient go through the MRI machine Motivated to understand the patient’s experience, he goes to a local children’s hospital.