Session E5 - ARPA 2009 Conference

1. Designing the customer
experience
Susan Abbott
ARPA 2009

2. Where are we going?

4. Understanding
people is like
understanding the
rules of making a
great painting.

5. Some things don’t change
very quickly

6. Some of the wiring that
affects how your users
experience you and
your property and your
programs.

7. Role of expectations

11. Level of High Peak
impact or
emotion
End
Low Peak
Time

13. Two tools to use to
help you understand
customer experience
1.Experience mapping
2.Pumped up personas

14. Customer Journey Map, aka Customer
1
Dimensions of experience Experience Map

15. Write down three ways you
could use this kind of tool.
Share with a neighbor.

16. 2 Pumped up Personas
A way of looking at
individuals, instead of
averages
A way of getting past
stereotyped thinking
A way of engaging with

17. Let’s look at real people
and real issues that
relate to your world

18. Households in poverty* share positive attitudes,
but less likely to take full advantage of parks

19. Disability affects
Households with a
accessibility of public
disabled person
parks?
16% yes 34% yes
Disability affects
participation in local Family never uses local
government recreation park
activities?
33% yes
72% yes
Albertans with disability have more free time,
consider leisure important, but experience
barriers

20. Why people don’t participate

21. Your turn!
• Groups of 5 – 7 (ish)
• Take one piece of brown paper
• One volunteer lays down on the paper
• Draw an outline
• Add images to the outline. Start with an idea,
and just keep building – don’t try for
consensus first.
• Give you person a name, age + location etc.

22. Debrief
‐ How could this be
useful?

23. How
small things
can make a
big impact

27. Thank you!
Susan Abbott
Abbott Resea rch + Consulting
m
susan@ abbottresearch.co
m
www .abbottresearch.co
www.custo mercrossroads.com
1-888-244-0285