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PAINT  A  PICTURE
WHO  DOES  YOUR  CUSTOMER  BECOME
WHEN  THEY  USE  YOUR  PRODUCT?

MARTIN  GUDE  ·∙  @MA6  ·∙  MA6.ME  ·∙  #UXCGN16
HEY,  
I‘M  MARTIN.
#JOBHUNT
#PRODUCTTHINKING
·∙  MA6.ME
@MA6
#UXSTRATEGY
WHO  OF  YOU  
CREATES  GREAT  
PRODUCTS?
I  RECKON  EVERYONE.
SO  WHAT  CAN  
WE  START  
WITH?
A  BRIEF.  A  VISION.  OR  OUR  CUSTOMERS.
THE  
ASK
WHO  DO  YOU  
WANT  YOUR  
CUSTOMERS  TO  
BECOME?
THE  
MICRO
ASK
WHAT  DO  YOU  
WANT  YOUR  
CUSTOMERS  TO  
DO?
TOOLS  &  ARTIFACTS  FOR  MODELING  
CUSTOMERS:  
PERSONAS,  SCENARIOS,  
CUSTOMER  JOURNEYS  
AND  MUCH  OTHER  
STUFF.  YOU  NAME  IT.
CUSTOMERS  DON‘T  JUST  
USE  YOUR  PRODUCTS  &  
INNOVATIONS  –  THEY  
ALTER  THEM,  ADAPT  TO  
THEM  AND  ARE  
CHANGED  BY  THEM.  
EMBRACE  THAT  AND  ASK  
THEM  TO  
BECOME  SOMEONE  
DIFFERENT.
WHO  DOES  COLOGNE  
PUBLIC  TRANSPORT  
(KVB)  WANT  THEIR  
CUSTOMERS  TO  
BECOME?
I  PERSONALLY  BELIEVE:  
A  FARE  
DODGER.
WHY?  BECAUSE
PAYING  THE  
FARE  IS  A  PAIN  
IN  THE  ASS.
THE  TICKET
MACHINES
SUCK.  
THERE‘S  AN  APP.  BUT  IT  ASKS  
WAY  TO  OFTEN  TO  WAIT.
SO  HERE‘S
THE  FARE  
DODGER.
COULD  THEY  
DO  BETTER?
YES,  ABSOLUTELY!
YOU  REMEMBER    
THOSE  GUYS?
h"ps://youtu.be/IJNR2EpS0jw	
  
IBAN:  DE62  3702  0500  0000  1020  30  
h"ps://youtu.be/zxBpK1IsPt4	
  
I  HOPE  YOU  KNOW  
THE  ANSWER    
TO  YOUR  ASK.
IF  NOT  YET:  TRY  TO  FIGURE  IT  OUT.
FURTHER  READING:  
MICHAEL  SCHRAGE  WHO  
DO  YOU  WANT  YOUR  
CUSTOMERS  TO  BECOME?
SIMON  SINEK  START  WITH  
WHY
LET‘S  HAVE  A
Paint a Picture – Who does your customer become when they use your product?

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