The entrepreneurial journey is never certain and we must pivot fast in hope to move in the right direction. Join Rachel Magario as she shares ways to “listen” to your customer’s needs when you cannot see through the blind spots. These insights will help you to make informed decisions before you pivot, learn how to create a better customer experience, and create a little edge between you and the competition.

1. How To See Through Your
Business’s Blind Spots
By: Rachel Magario “Blind Visioneer”

2. Rachel Magario
• First Totally Blind
Interaction Designer
AUX Strategist
• Masters in Business
Administration
• WP Evangelist
• Business Design
Consultant

3. Make Me A Sandwich
• Turkey
• Mayo
• Bread
• Lettuce
• Tomato
• Cheese
• Onion

4. Product Failure Rate
• Myth 80%
• According to Crawford C. Merle, 35% products
fail to deliver a significant return.
• In the article, “Identifying Industrial New
Product Success,” R. G. Cooper estimates the
product failure at 48%.
Source: http://community.uservoice.com/blog/why-products-fail/

5. Experience Mapping

6. Subway Experience

7. Subway Customer Experiences
Customer Group 1: Pregnant Woman and Husband (35-40ish)-
Overweight but not Obese. Both worried about healthcare, man
saves seats while waiting in line. Pour ice out before throwing
cups away. They kiss as they walk to the door to leave.

8. Subway Customer Experiences
Customer Group 2: 1 Californian male with 2 male friends,
thin/athletic build, college students. Order food, sit down to eat.
One is heartbroken, the others were making fun of him loudly for
crying at a party. Refill drinks before leaving.

9. Subway Customer Experiences
Customer Group 3: Old man (60ish), wiped feet before entering,
asked staff to describe the menu. Orders food and leaves.

10. What Does Your
Experience Afford?

11. Comfort Customer

12. Passive Participant
Customer

13. Active Participant
Customer

14. Identifying Where You Are Walking
• Delivery Field
• Pricing
• Speed
• Quality

15. Do We All See
The Same?
What Color Is This
Dress?

16. Experience Components
• Concept
• Behavior
• Procedure
• Appearance

17. Sensorial Appearance
Hearing Touch Taste Smell

18. Hearing
• The brain responds
to sound 300 times
faster than visuals.
Hearing

19. Learning How To Listen

20. First Order Thinking
Designer: Developer
Object: Product
Service
Activity
Customer and
Environment Excluded

21. Second Order Thinking
User: Customer
Activity
Object: Product Service
Environment
Designer: Developer Is
Observing Experience

22. Real Listening
• Is listening with the intention of reply and
sustaining a conversation.

23. Checked Out Listening

24. Engaged Listening

25. Quantitative Research
• Closed Ended Surveys
• Analytics
• Benchmark Study
• Demographics
• Closed Ended Interview

26. Qualitative Research
• Open Ended Surveys
– Pre-Survey
– Post-Survey
– Investigative Survey
• Open Ended Interviews
– Structured
– Non-structured
• Walkthroughs
• Anthropological Listening

27. Q & A

28. Thank You
Follow me on social media @rachelmagario
Visit me at www.rachelmagario.com/xd
Email me at rachel@rachelmagario.com
Special thanks to Cozette Kosary for helping with graphics and defining Subway Experience.
www.cozettekosary.com