Uploaded byAditya Kedia
User centered strategy - Emersense
The document discusses the evolution of consumer experience in telecommunications, emphasizing the importance of understanding user needs and identities in a rapidly changing market landscape. It highlights the transition from traditional brand messaging to a consumer-driven narrative, calling for sophisticated segmentation and persona development to tailor strategies effectively. Ultimately, it advocates for a human-centered design approach that integrates emotional and practical engagement to meet diverse consumer expectations.
User centered strategy - Emersense
- 1. CREATING A STRATEGYTO TARGET YOUR USER
- 2. WITH TELECOMMUNICATIONS, THE DISTANCEBETWEEN POINTS IN THE NETWORK HAS REDUCED SIGNIFICANTLY.
- 3. TIME AND SPACE ARELESS IMPORTANT THAN STORY & PARTICIPATION
- 4. TODAY, CUSTOMER EXPERIENCEIS TRANSFORMING BUSINESSES. 1900-1960 1960-1990 1990-2010 2010-? AGE OF AGE OF AGE OR AGE OF MANUFACTURING DISTRIBUTION INFORMATION THE CUSTOMER
- 5. THE PROGRESSION OFECONOMIC VALUE High 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 Commodities Low Relevance Low Differentiation Cost Driven Premium PRICING STRATEGY
- 6. THE CONSUMER ISINFORMED, IN CONTROL AND ENGAGES WHEN HE/ SHE FEELS LIKE IT The traditional view of brands telling consumers what they should know, is gone. They have little control over what is said about them.
- 7. CONSPIRING MORE THANFOLLOWING Consumers cultivate lines of sight to information and ideas that reinforce a sense of identity and kinship.
- 8. REACHING THEM ISA CHALLENGE, ESTABLISHING DIFFERENTIATION IS EVEN MORE DIFFICULT
- 9. OLD NEW Demographics Culture Testing Discovery A vs. B Narrative Historical Data Real-Time Data Surveillance Sousveillance
- 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 & accurate PERFORMANCE FUNCTIONAL Work as programmed Focusd on TASKS (Products, Features) OBJECTIVE / QUANTIFIABLE
- 11. WHAT DOES RELEVANCE TOTHE USER MEAN?
- 12. ? WHAT DOESYOUR BUSINESS DO? ? AND WHY?
- 13. KODAK WAS INTHE BUSINESS OF IMAGING AND NOT IN THE BUSINESS OF FILM ROLLS
- 14. TO CREATE RELEVANCE,WE REALLY NEED TO KNOW OUR USERS! Consumer Deep consumer insight, research observation and intuition
- 15. Think Do Feel Empathy Insight Opportunities New business ideas
- 16. BUT DO WEKNOW OUR TARGET USER?
- 17. THE MYTH OFAVERAGE CONSUMER The average user does not exist. Within user segment there are different kinds of user groups. SEGMENTATION: MARKETING VS. PERSONAS
- 18. THE LONG TAIL Lessof More
- 19. THERE IS ANEED TO Bring FOCUS Build EMPATHY Encourage CONSENSUS Create EFFICIENCY
- 20.
- 21. “A persona isa user archetype you can use to help guide decisions about product features, naviga- tion, interactions, and even visual design.” - Kim Goodwin, Cooper Personas are a representative behavior and activ- ity profile for a customer base. They are contex- tual and specific to the particular application or service.
- 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. PERSONA IS NOTSAME AS USER SEGMENT SEGMENT PERSONAS Age Behaviors Income Goals Gender Attitudes Other Demographics Sell to People Understand the people behaviour
- 25. HEAD, HEART &HAND PRACTICAL & SOCIAL ACTION ENGAGEMENT STORY & STRATEGY RATIONAL SENSING INTENTION INTEGRITY & ALIGNMENT EMOTIONAL PURPOSE AWARENESS & CONFIDENCE
- 26. HEAD, HEART &HAND EVALUATE 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.
- 27. You can choosefrom: or any other well known product or service.
- 28. ADITYA KEDIA Design Strategy Consultant +852 5414 2376 connect@adityakedia.com www.adityakedia.com EMERSENSE CRAFTING MEANINGS HUMAN-CENTRED DESIGN | NEW PRODUCT DEVELOPMENT | SERVICE DESIGN | INNOVATION MANAGEMENT USER RESEARCH | DESIGN ACTIVISM | RETAIL STRATEGY | BRANDING | STYLING | INTERIOR DESIGN