GIANT CONFERENCE 2014
BEYOND PERSONAS:
CREATING A “RAD” IMMERSIVE
CUSTOMER EXPERIENCE
@MICHELEMARUT
IMPROVE OUR
CUSTOMERS’ FINANCIAL
LIVES SO PROFOUNDLY…
THEY CAN’T IMAGINE
GOING BACK TO THE OLD
WAY
INTUIT MISSION
The Ask
THE ASK
Must address
_strategy
_customer pain points
CREATE AN INTERACTIVE DEMO FOR THE CEO
NO POWERPOINT!
GETTING STARTED
PERSONA ELEMENTS
Background
_Mix of retail and service
_Has 3 employees
_Been in business for 3 years
Tools Used
_Excel
_C...
A SCRIPT
CREATE THE
CUSTOMER’S SHOES
PUTTING REAL
CUSTOMERS IN
THE CUSTOMERS’
SHOES
REAL “INVENTORY”
“HACKED” USABILITY LAB
The reward for this hard work was to watch real small
business owners trying these prototypes during lab
sessions and aski...
WALK IN THE
CUSTOMERS’ SHOES
(AKA EATING OUR OWN DOGFOOD)
TEAM WORK SESSION
LIVE DEMOS
NO LOGO
OMG!
HELEN’S HABITAT’S
MOVED TO A BIGGER
AND BETTER
LOCATION
STAKEHOLDERS AS CUSTOMERS
WHAT WE DID
Created the customers shoes
Put customers in those customer shoes
Put the team in the customer shoes (aka
eat ...
Stakeholder support
A better product
Increase in morale
Wide range of uses
IMPROVED OUR
OUR LIVES SO
PROFOUNDLY…
WE CAN’T IMAGINE GOING
BACK TO THE OLD WAY
OUR EXPERIENCE
Stock image $30
Printed on company
plotter - FREE
Bookshelves and desk
in room - FREE
“Donated” or
“borrowed” items FREE
P...
LEARN MORE
Watch a video of the room and get other details here -
http://awards.designforexperience.com/gallery/2013/prom
...
@MICHELEMARUT
THANK YOU!
Marut immersive
Marut immersive
Marut immersive
Marut immersive
Marut immersive
Marut immersive
Marut immersive
Marut immersive
Marut immersive
Marut immersive
Marut immersive
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  • Intuit does this

    NOTES:
    In terms of small biz Today I’m going to tell you a story about a time we build a restoration hardware. Pottery barn and got everyone bought into it even the CEO was knocking on the door.

    Overview - what happened

    Trying to method effective to create empathy within our own employees
  • .

    Early skit ideas were rejected for being too comedic or over the top. We also imagined a scenario where Brad would be an employee in the store .

  • Different expectations
  • Instead of a play we knew we wanted to show them and really demonstrate rather than just tell them
    We focused on making the customer environment a real and we turned our persona into an experience

  • It began by setting up the hardware and transforming an office into a store…
    Raised the desks to make counters

    We just put a stake in the ground – we no idea how far we would take it
  • You can still see the whiteboard

    Tablet on a cash drawer.
    Receipt printer
  • Some props were added to illustrate that the store owner also offers “design services.” This relates to the story that she invoices for these services from her “back office.”

    Props included: colored pencils, a sketch pad and furniture covering catalogs

  • A stock photo image was enlarged, duplicated and printed on plotter paper to add to the store “illusion.”
    Brought in inventory
  • Branding

    Created a name
    Logo
  • Signage
  • Put the customer in the customer shoes
  • Usability participants brought their own inventory

    Pricing is not simple
    Barcodes
    Skus
  • Screenshot from the “hacked” usability lab. We did this so remote team members could attend and see participants using all of the hardware
    And we could record
  • One of the big pushes that we’ve heard is “get the front-line developers to better understand the customer and you will build a better product,” and that is exactly what the immersive customer experience did -
  • Had daily meetings there
    Here’s a shot from one of the multi-disciplinary team (ux, product management, engineering) work sessions*
  • A Helen’s Habitats customer (our customer’s customer)
    A “Helen’s Habitats” employee (our Intuit customer)
  • While setting up for live demos, we when through the experience of being “open for business.”
    In this case, the logo did not print on the receipt.
  • A real error message during a live demo.
  • The PM panicked in front of the stakeholders just as a real customer might in front of their customer.
  • Low Budget!
  • Marut immersive

    1. 1. GIANT CONFERENCE 2014 BEYOND PERSONAS: CREATING A “RAD” IMMERSIVE CUSTOMER EXPERIENCE @MICHELEMARUT
    2. 2. IMPROVE OUR CUSTOMERS’ FINANCIAL LIVES SO PROFOUNDLY… THEY CAN’T IMAGINE GOING BACK TO THE OLD WAY INTUIT MISSION
    3. 3. The Ask THE ASK Must address _strategy _customer pain points CREATE AN INTERACTIVE DEMO FOR THE CEO
    4. 4. NO POWERPOINT!
    5. 5. GETTING STARTED
    6. 6. PERSONA ELEMENTS Background _Mix of retail and service _Has 3 employees _Been in business for 3 years Tools Used _Excel _Cash register _Credit card terminal
    7. 7. A SCRIPT
    8. 8. CREATE THE CUSTOMER’S SHOES
    9. 9. PUTTING REAL CUSTOMERS IN THE CUSTOMERS’ SHOES
    10. 10. REAL “INVENTORY”
    11. 11. “HACKED” USABILITY LAB
    12. 12. The reward for this hard work was to watch real small business owners trying these prototypes during lab sessions and asking questions like “when can I have it?” Tim Beschastnov Sr. Product Development Manager
    13. 13. WALK IN THE CUSTOMERS’ SHOES (AKA EATING OUR OWN DOGFOOD)
    14. 14. TEAM WORK SESSION
    15. 15. LIVE DEMOS
    16. 16. NO LOGO
    17. 17. OMG!
    18. 18. HELEN’S HABITAT’S MOVED TO A BIGGER AND BETTER LOCATION
    19. 19. STAKEHOLDERS AS CUSTOMERS
    20. 20. WHAT WE DID Created the customers shoes Put customers in those customer shoes Put the team in the customer shoes (aka eat our own dogfood)
    21. 21. Stakeholder support A better product Increase in morale Wide range of uses
    22. 22. IMPROVED OUR OUR LIVES SO PROFOUNDLY… WE CAN’T IMAGINE GOING BACK TO THE OLD WAY OUR EXPERIENCE
    23. 23. Stock image $30 Printed on company plotter - FREE Bookshelves and desk in room - FREE “Donated” or “borrowed” items FREE Props $35
    24. 24. LEARN MORE Watch a video of the room and get other details here - http://awards.designforexperience.com/gallery/2013/prom oting-empathy-for-users/intuit
    25. 25. @MICHELEMARUT THANK YOU!

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