The document discusses user experience (UX) and how it relates to branding. It covers personas as a way to model users, including their behaviors, needs and goals. An example persona for a business traveler is provided. User journeys are also discussed as a tool to map a user's interaction with a product or service at different touchpoints. An example user journey map for interacting with StubHub is shown. The presentation aims to explain how understanding users through personas and journeys can improve UX design and brand experience.

1. Brand and the UX Journey
Shri Jambhekar
October 14, 2014 @ Riverside i/o
The Branding Lab
Sunday, October 19, 14

2. What is User Experience?
"User experience" encompasses all aspects
of the end-user's interaction with the
company, its services, and its products.
User$ Ac0ons$ Context$ Mo0va0on$
who$ $|$ $what $| $$where $| $when $|$ $why$
$
Sunday, October 19, 14

3. Product/ Service = User Experience
Sunday, October 19, 14

4. Experience = Brand
A story about a brand
Sunday, October 19, 14

5. Modeling the USER
Personas
Sunday, October 19, 14

6. Personas- a way to model the right user to
design for
• Precise way of thinking and communicating behaviors, how they
think, their attitudes, their goals, and their motivation (why)
• Best way to accommodate variety of users is to design for specific
type of user with specific need.
• Although logic might be to make it broad in functionality
• Those users whose needs best represent the needs of a larger set
of audience
• And then prioritize them so that the needs of most important users
are met)
Market segments are based on demographics, distribution
channels, and purchasing behavior. Personas are based on usage
behaviors and motivation.
Reference: About Face- the essentials of interaction design. Alan Cooper, Reimann, and Cronin; Wiley
Sunday, October 19, 14

7. Strengths of Personas
• Help determine what a product should be
• Communicate across - stakeholders, designers, developers
• Build consensus - because they resemble real people, they’er
easier to relate to feature lists
• Measure - design can be tested on a persona - rapidly and
inexpensively
• Contributes to other efforts - marketing and sales plans
• Resolve design issues
• The elastic user
• Self referential design
• Edge cases
Reference: About Face- the essentials of interaction design. Alan Cooper, Reimann, and Cronin; Wiley
Sunday, October 19, 14

8. Personas
• Are based on research (interview, stakeholders, mkt. research etc.)
• Represented as individual people synthesized directly from
observing real people
• Creates empathy toward the target user
• Provisional personas (when there is not enough time and resource)
• Represent behavior patterns of groups of usres (archetype)
• Accommodate a range of behaviors and related situations
• Must have motivation (in the form of goals)
• Can also represent non-users
Reference: About Face- the essentials of interaction design. Alan Cooper, Reimann, and Cronin; Wiley
Sunday, October 19, 14

9. Provisional Persona example
Name and Photo/ Sketch Description (Fact)
Shri
Business traveller
Casual tourist
Behaviors (clue about what t they do) Needs and Goals
Has very limited time to play tourist when he visits
a foreign country on business
- He plans and does research in advance so he can
enjoy local culture, food, places of historic importance
- Since he is unfamiliar with local language, he gets
help from hotel concierge - gets cue cards in local
language with translations
- Does not go to unfamiliar areas
- Catches a day tour to familiarize with the place
- Shri is 50 something
- Travels internationally for work
- Loves to visit places of historic significance
- He has limited time while on business
- Needs to know where to go
- Map, transportation (how to get there)
- Needs local currency to pay
- Food to eat and local customs
- Know key phrases to communicate
Sunday, October 19, 14

10. StubHub Persona example
Sunday, October 19, 14

11. Exercise
Personas
Sunday, October 19, 14

12. Mapping the USER JOURNEY
Sunday, October 19, 14

13. Mapping a user journey
The customer journey map is an oriented graph that describes the journey of a
user by representing the different touchpoints that characterize his interaction
with the service.
Why this is a great UX tool?
• Get everybody on the same page - when developing a product or a service
• Great source for user stories in agile environment or lean UX
• Users encounter the BRAND at various touchpoints - brand/ value is
reinforced at that experiential moment
Sunday, October 19, 14

14. Mapping a user journey
Wayne’s(UX(Journey(with(StubHub(
Key$Assump*ons:(
• Wayne(has(already(personalized(his(
account(by(seBng(preferences(
• He(is(looking(to(find(something(to(do(
nearby((reachable(by(start(of(the(show)( • Latency(
AWARENESS/RECCO.
INTENT
before(buying(
Integrated(
Seamless(
SOCIAL
RESULTS
+
Options
(e.g. deals)
at(the(:me(of(buying(
Add key Business KPIs at key stage (such as NPS, CS calls)
LOGISTICS
CONSUMPTION
SHARING
a=er(buying(
DISCOVER
PERSONALIZED
• Refresh/(loading(HTML(
• Anima:on(
• Low(user(threshold(
• Fragmented(
• Too(many(clicks(
• Too(much(choice(
• Invite(friends(to(go(along(
(
• Time(to(event(start(
• Loca:on(
• Distance(from(event(
• Occasion(
• Likes((
(
• Price(point(
• Seats(
(
• Tweets(
• FB(
• Reviews(
(
• WillScall(
• Mailing(:ckets(
• GeBng(there(
• GeBng(seated((map)(
CONTEXT
Select
+
PURCHASE
SEARCH
Effortless(
Simple(+(Intui:ve( DelighXul(+(Inspiring(
• First(:me(setup(is(o=en(
a(frustra:ng(process(
• ‘OutSofSBox’(XP(ma[ers(
• Choosing(where(
and(what(to(
share(can(be(
tricky((such(as(on(
FB(or(Twi[er)((
Sunday, October 19, 14

15. YP.com
Sunday, October 19, 14

16. YP.com
Sunday, October 19, 14

17. Thank you!
snjambhekar@gmail.com
References:
Riverside.io
About Face- the essentials of interaction design. Alan Cooper, Reimann, and Cronin; Wiley
Designing for The Digital Age, Kim Goodwin, Wiley
http://www.adaptivepath.com/wp-content/uploads/2011/11/RailEurope_CXMap_FINAL.001.png
http://www.pinterest.com/robertleotta/user-journeys/
Sunday, October 19, 14