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7 UX Proof Points To Improve the Experience of Your Product or Service - Daniel Walsh nuCognitive

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There are inflection points users encounter while interacting with your product or service that can make or break the user experience. This min-workshop helps teams assess and leverage seven UX Proof Points to improve their product or service and inform product strategy

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7 UX Proof Points To Improve the Experience of Your Product or Service - Daniel Walsh nuCognitive

  1. 1. @danielwalsh Leverage Seven Proof Points to Improve the User Experience of Your Product or Service May 2018 Daniel Walsh
  2. 2. @danielwalsh Copyright © 2018 nuCognitive. All rights reserved.2 Our Shared Purpose For Today’s Session Enable you to concisely explain what a <user experience> is Learn how to use the seven proof points to evaluate the UX of a product or service Understand how to use UX proof points to deliver more compelling products or services
  3. 3. @danielwalsh What Do We Mean By <User Experience>? Let’s unpack and disambiguate <user experience> … What is the difference between … Customers, Buyers, Users, End Users? How you would define user experience? 3 Copyright © 2018 nuCognitive. All rights reserved.
  4. 4. @danielwalsh Pair up with someone you do not know well Discuss the following topic for 2 min How do you define user experience? 4 Copyright © 2018 nuCognitive. All rights reserved. Lipmanowicz & McCandless. The Surprising Power of Liberating Structures: Simple Rules to Unleash A Culture of Innovation. 2014.
  5. 5. @danielwalsh5 Copyright © 2018 nuCognitive. All rights reserved. Customer Buyer Purchase Usage What Do We Mean By <User Experience>? Let’s unpack and disambiguate UX… User: a person who interacts with or experiences a product or service in pursuit of a goal or outcome. Customer: an individual, organization, or other entity who receives products or services in exchange for monetary or other valuable consideration (e.g. time, use, energy, or reputation in addition to money). Buyer: a person who acts on behalf of a customer to facilitate a purchase transaction. User
  6. 6. @danielwalsh How Would You Define <User Experience>? User experience is defined as the thoughts, attitudes, emotions, and perceptions of an individual before, during, and after use of a product or service.* 6 Copyright © 2018 nuCognitive. All rights reserved. *Reference: Similar to definition found in international standard on ergonomics of human system interaction, ISO 9241-210
  7. 7. @danielwalsh User experience Proof Points are a set of key moments or inflection points that can either make or break the user experience. UX Proof Points may have been inspired by Procter & Gamble Moments of Truth1 A moment of truth2 is the moment when a user interacts with a brand, product, or service to form or change an impression about that particular brand, product or service 7 Copyright © 2018 nuCognitive. All rights reserved. 1. Reference: A.G. Lafley Chairman, President & CEO of Procter & Gamble coined two Moments of Truth in 20052 2. Moment of Truth was introduced in the 1980s by Jan Carlzon
  8. 8. @danielwalsh8 Copyright © 2018 nuCognitive. All rights reserved. UX Proof Points For Products First Awareness First Touch or Use Refresh or Recycle Purchase Out of the Box Daily Use Installation and Setup
  9. 9. @danielwalsh9 Copyright © 2018 nuCognitive. All rights reserved. First Awareness Purchase Post-Service or Follow Up Pre-Service Preparation First Touch or Onboarding Last Touch or Departure Service Delivery UX Proof Points For Services
  10. 10. @danielwalsh10 Copyright © 2018 nuCognitive. All rights reserved. Tailoring UX Proof Points First Awareness First Touch or Use Refresh or Recycle Purchase Out of the Box Daily Use Installation and Setup Upgrade or Extend Repair Exchange Manage Support Trial Donation or Gifting Search (ZMOT)
  11. 11. @danielwalsh UX Assessment Exercise As a team, decide on what product or service to assess • Something someone purchased and used within the past month • Something the whole team can relate to Evaluate the product or service at each UX Proof Points on a scale from 0 to 10 where • 0 = extremely dissatisfied, a horrible experience • 10 = extremely satisfied, an amazing experience • NA = does not apply What is the team’s consensus on the worst and best UX Proof Point? 11 Copyright © 2018 nuCognitive. All rights reserved. Example Services: Rideshare, A Conference, Haircut Example Products: Roku box, Apple Watch, Coffee Maker
  12. 12. @danielwalsh UX Assessment Exercise As a team, decide on what product or service to assess • Something someone purchased and used within the past month • Something the whole team can relate to Evaluate the product or service at each UX Proof Points on a scale from 0 to 10 where • 0 = extremely dissatisfied, a horrible experience • 5 = neutral • 10 = extremely satisfied, an amazing experience • NA = does not apply (Optional Report Out) What is the team’s consensus on the worst and best UX Proof Point? 12 Copyright © 2018 nuCognitive. All rights reserved. [Write Service Name Here] Rideshare, A Conference, Haircut [Write Product Name Here] Roku box, Apple Watch, Coffee Maker 7 5 2 4 9 5 6 9 7 1 2 5 9 8
  13. 13. @danielwalsh UX Assessment Exercise Draw a graph of importance vs satisfaction Evaluate how important each UX Proof Point is on a scale from 0 to 10 where • 0 = extremely insignificant • 5 = neutral • 10 = extremely important Position each Proof Point on graph 13 Copyright © 2018 nuCognitive. All rights reserved. [Product or Service Name Here] Importance 0 10 10 Satisfaction First Awarene ss 7 First Touch or Use 2 Refresh or Recycle 1 Purchase 5 Out of the Box 6 Daily Use 4 Installati on and Setup 9
  14. 14. @danielwalsh UX Assessment Exercise Draw a graph of importance vs satisfaction with scales from 1 to 10 Evaluate how important each UX Proof Point is on a scale from 0 to 10 where • 0 = extremely insignificant • 5 = neutral • 10 = extremely important Position each Proof Point on graph As a team, brainstorm 3 to 5 ideas for “How might we…” improve the UX Proof Point selected Dot vote to determine the team’s top ideas 14 Copyright © 2018 nuCognitive. All rights reserved. [Product or Service Name Here] Importance 0 10 10 Satisfaction First Awarene ss 7 First Touch or Use 2 Refresh or Recycle 1 Purchase 5 Out of the Box 6 Daily Use 4 Installati on and Setup 9 How might these be improved? How might these be scaled back? HMW … HMW … HMW … HMW … HMW … HMW … HMW … HMW …
  15. 15. @danielwalsh Combine UX Proof Points With Other Methods 15 Copyright © 2018 nuCognitive. All rights reserved. UX Proof Point Jobs-To- Be-Done Job Job Job Job Job Job Job UX Proof Points Design Sprint Competitive analysis or hypothesis validation Importance0 10 10 Satisfaction Purchase 1 Purchase 5 UX Proof Point UX Proof Point Story Map Value Prop Canvas Power of Moments Service Blueprint Landing Zone Elevation Insight Pride Connection
  16. 16. @danielwalsh ½ Day Workshop Outline Defining a User Experience User Experience Proof Points Evaluation Exercise • In teams of five to ten people, select a product or service to evaluate from the list provided (e.g. Nest, Keurig, Uber) • Use each of the seven UX Proof Points to evaluate the product against the competition Improvement Exercise • Select a UX Proof Point to improve • As individuals, brainstorm three to five ideas for “How might we…” • Affinity group and vote on the top ideas Exercise debrief Optional Deep Dive Innovation Exercise (Value Proposition Design, JTBD, Hypothesis Testing, Landing Zone, Story Map …) Summary Q&A Next Steps 16 Copyright © 2018 nuCognitive. All rights reserved.
  17. 17. @danielwalsh References Ulwick, Anthony. Jobs to be Done: Theory to Practice. 2016. Carlzon, Jon. Moments of Truth. 1989. Grundy, Terry. “Understanding Moments of Truth: The Key Link to Improve Patient Satisfaction,” Press Ganey. Hyken, Shep. “The New Moment Of Truth In Business,” Forbes, 2016. Zero Moment of Truth (ZMOT) Handbook and think with Google ZMOT website IBM Design Language: Six universal experiences https://www.ibm.com/design/language/experience Heath, Chip and Dan. The Power of Moments. 2017. Relationship Marketing and Customer Relationship Management by Annekie Brink & Adele Berndt Lipmanowicz & McCandless. The Surprising Power of Liberating Structures: Simple Rules to Unleash A Culture of Innovation. 2014. 17 Copyright © 2018 nuCognitive. All rights reserved.
  18. 18. @danielwalsh Copyright © 2018 nuCognitive. All rights reserved.18 Q&A Feel free to follow up with us at daniel.walsh@nuCognitive.com linkedin.com/in/danwalsh1115 Our Shared Purpose For Today’s Workshop Enable you to concisely explain what a <user experience> is Learn how to use the seven proof points to evaluate the UX of a product or service Understand how to use UX proof points to deliver more compelling products or services http://bit.ly/walshslides

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