We’re familiar with journey maps as a service design tool, but how is journey mapping used to test what you prototype? In this workshop participants chose an aspect to prototype and tried out a few prototyping methods. Following the prototyping, participants used journey maps to understand and test how their persona would be influenced by the new prototype. Feel free to reach out at: catherine@morethanmetrics.com Twitter: @catmcollins

1. HELLO!

2. PROTOTYPING
&THEJOURNEY

3. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017

4. AGENDA
!

5. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
01 INTRODUCTION
02 DESIGN CHALLENGE
03 IDEATION
04 PROTOTYPING
05 LET’S PROTOTYPE
06 THE CUSTOMER JOURNEY
AGENDA

6. 01.INTRODUCTION

7. EXERCISE
"

8. 02.DESIGNCHALLENGE

9. 78.4%ARE
SATISFIEDWITH
YOURPRODUCT.
YEAH-NUMBERS.
NOWWHAT?CATHERINE COLLINS
CUSTOMER EXPERIENCE CONFERENCE

10. GOOD
QUESTIONS
FURTHERTHE
WORKCATHERINE COLLINS
CUSTOMER EXPERIENCE CONFERENCE

11. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
HOW MIGHT WE IMPROVE
THE PUBLIC TRANSPORTATION
EXPERIENCE IN KIEV?
DESIGN CHALLENGE

12. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
SHARE YOUR WORST PUBLIC
TRANSPORTATION EXPERIENCE WITH A PARTNER
DESIGN CHALLENGE

13. 03.IDEATION

14. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
DESIGN CHALLENGE
Photo by Autumn Goodman on Unsplash

15. EXERCISE
"

16. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
SH!TTY
FIRST
DRAFT
ALWAYS START WITH A

17. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
HOW MIGHT WE IMPROVE
THE PUBLIC TRANSPORTATION
EXPERIENCE IN KIEV?
DESIGN CHALLENGE

18. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
PERSONAS
PERSONAS

19. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
PERSONAS
NAME
OCCUPATION
NATIONALITY
MARITAL STATUSQUOTE
KEY ATTRIBUTES
DESCRIPTION
AGEPERSONA
TOPICS

20. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
TOPICS THAT CONNECT THE PERSONA TO A SPECIFIC
PROBLEM, SITUATION, PRODUCT OR SERVICE
PERSONAS

21. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
TOPICS THAT HELP US
RELATE TO THE PERSONA AS A
HUMAN
PERSONAS

22. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
How they communicate?
How they make decisions?
People or places or situations
that influence the way they
act?
What types of technology do
they use?
… AND MANY MORE… AND MANY MORE
#
$
%
"
☼
A quote
Description/longer narrative
Needs
Goals
Pain Points
Hear, Think, See, Feel, Say, Do
PERSONA AS A HUMAN

23. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
TOPICS THAT CONNECT THE PERSONA TO A SPECIFIC
PROBLEM, SITUATION, PRODUCT OR SERVICE
PERSONAS

24. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
What questions might they
need answered?
What pain points are they
experiencing that they might
be trying to overcome?
How are they feeling about the
experience?
What really matters to them?
… AND MANY MORE… AND MANY MORE
#
$
%
"
☼
Expectations of our product/
service/technology?
What are they trying to
accomplish in this specific
context?
What is their overall goal when
using our product?
TOPICS THAT CONNECT TO A CHALLENGE,
SITUATION, PRODUCT, SERVICE

25. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
PERSONAS
NAME
OCCUPATION
NATIONALITY
MARITAL STATUSQUOTE
KEY ATTRIBUTES
DESCRIPTION
AGEPERSONA
ASSUMPTIONBASED
VS.
RESEARCHBASED

26. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
MARKETING DATA, RELATIONSHIP DATA,
DEMOGRAPHIC DATA
PERSONAS

27. CATHERINE COLLINS
CUSTOMER EXPERIENCE CONFERENCE
KIEV, UKRAINE 2017
MARKETING
DATA
what/how do we
communicate to our
customers?
what/how they
communicate back?
BEHAVIORAL DATA
purchase history,
usage, key activities
PERSONAS

28. CATHERINE COLLINS
CUSTOMER EXPERIENCE CONFERENCE
KIEV, UKRAINE 2017
DEMOGRAPHIC DATA
name, age, profession,
gender, etc…
RELATIONSHIP DATA
help desk interaction,
feedback, ratings
PERSONAS

29. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
WHAT WILL HELP ME UNDERSTAND
MORE ABOUT THE PERSONA AS A HUMAN?
PERSONAS

30. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
WHAT WILL HELP ME UNDERSTAND
MORE ABOUT THE PERSONA IN CONNECTION
TO THE CHALLENGE?
PERSONAS

31. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
WHAT YOU INCLUDE
DEPENDS ON THE PROJECT
PERSONAS

32. 04.PROTOTYPING

33. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
WHAT, WHY AND HOW?
PROTOTYPING

34. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
A MANIFESTATION OF AN IDEA OR CONCEPT
THAT YOU CAN INTERACT WITH AND TEST
WHAT

35. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
PROTOTYPE VS. PRESENTATION
WHAT
THIS IS SERVICE DESIGN DOING 2017

36. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
THIS IS SERVICE DESIGN DOING 2017
PROTOTYPE TO EXPLORE,
EVALUATE, AND COMMUNICATE
WHY PROTOTYPE?

37. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
01.EXPLORE
WHY PROTOTYPE?
THIS IS SERVICE DESIGN DOING 2017

38. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
WHY PROTOTYPE?
HOW WOULD YOU DESIGN
THIS EXPERIENCE
FOR THE NEXT COHORT?

39. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
WHY PROTOTYPE?
14
FLYLOW CHALLENGE
TIMES MONDAY : JUNE 17 TUESDAY : JUNE 18 WEDNESDAY : JUNE 19 THURSDAY : JUNE 20 FRIDAY : JUNE 21 SATURDAY : JUNE 22
9–9:30 am Guided Reflection Guided Reflection
9:30 am
12:00 pm
Innovation Challenge: Identifying
an Idea
How are the best ideas created, selected,
cultivated and validated? Students will
work with Marc Randolph to learn ideation
techniques that allow them to identify
opportunities, make connections, and
assess the feasibility of their ideas for the
MiddCORE Innovation Challenge.
Marc Randolph
Entrepreneur, Start-up Consultant, and
Co-founder of Netflix
Santa Cruz, CA
IDEA CREATION | STRATEGIC THINKING
Who Do You Think You Are: Personal
Communication Style
The process of growing as an effective contributor,
communicator, negotiator, and leader is rooted in the
understanding of your current style and skills. For this
session, students will problem-solve in several team
challenges. Students will also complete a communication-
style assessment to gain a deeper understanding of their
own behavioral styles and the styles of others with whom
they collaborate.
Mary Hurlie
Founder/Principal of LeaderScope Consulting
Hinesburg, VT
LEADERSHIP | COLLABORATION | SELF-AWARENESS
Challenge Definition and
Insight Planning
Students will define the scope of the
challenge and plan their immersion
trips. Blake Glenn will help students
prepare to interview, observe
behaviors and gather insights for the
FlyLow strategic challenge.
Blake Glenn
Inventing Director
?What If! Innovation Partners
New York, NY
DESIGN THINKING | STRATEGIC
THINKING | COLLABORATION
IDEA CREATION
Negotiation
In teams, students will prepare and take part in a multi-
stakeholder negotiation.
Seth Borden
Partner at McKenna Long & Aldridge
New York, NY
COLLABORATION | NEGOTIATION | STRATEGIC THINKING
PERSUASIVE COMMUNICATION
Life is good Challenge
After an interactive introduction to Life is good’s
business heritage, growth strategy and culture,
teams will be challenged to embody LIG’s ten
“Super Powers” (aka core values) over the course
of the weekend. The Life is good Super Powers:
Creativity, Courage, Compassion, Gratitude, Humor,
Love, Simplicity, Fun, Wisdom and Authenticity.
Roy E. Heffernan
Partner and Chief Operating Optimist, Life is good
Brookline, MA
STRATEGIC THINKING | IDEA CREATION
COLLABORATION
MiddCORE Regatta
Students in this session will develop skills in
leadership, collaboration, strategic thinking,
and communication as they brainstorm,
design, and construct a boat. Upon completion,
teams will compete in a regatta on Lake Tahoe.
Will Hoida
Dean of Students, Sierra Nevada College
Incline Village, NV
Rosie Hackett
Director of Outdoor Adventure Leadership
Sierra Nevada College
Incline Village, NV
LEADERSHIP | COLLABORATION
STRATEGIC THINKING
12:15 pm Lunch with Mentors Lunch with Mentors
1:30 pm
4:00 pm
Persuasive Communication
Tune and train the instrument that we use
every day in a workshop that can change
one’s trajectory.
Mike Kiernan
Physician
Instructor in Persuasive Communication
MiddCORE
Middlebury, VT
PERSUASIVE COMMUNICATION
SELF-AWARENESS | EMPATHY
Strategic Challenge: FlyLow
FlyLow is a ski apparel company that offers the mobility of
mountaineering gear but the style and fit of freeride apparel.
Dan Abrams will challenge students to design a new product
line that FlyLow could introduce to outdoor enthusiasts.
Dan Abrams
President and Co-founder of FlyLow
Tahoe City, CA
Ernie Parizeau
Adjunct Professor in Entrepreneurship at Babson College
and Franklin Olin College of Engineering
Wellesley Hills, MA
Blake Glenn
Inventing Director
?What If! Innovation Partners
New York, NY
DESIGN THINKING | STRATEGIC THINKING
COLLABORATION | IDEA CREATION
Negotiation: Styles and Tools
Students will first complete an
assessment to help them better
understand their approach to
conflict. They will dispel common
misperceptions and approach
negotiation more creatively than a
zero-sum or win/lose perspective.
Students will take part in several
negotiation exercises to fine-tune
their conflict resolution skills.
Mary Hurlie
Founder/Principal of LeaderScope
Consulting
Hinesburg, VT
Seth Borden
Partner at McKenna Long & Aldridge
New York, NY
NEGOTIATION | SELF-AWARENESS
Field Work
Blake Glenn
Inventing Director
?What If! Innovation Partners
New York, NY
DESIGN THINKING | EMPATHY | ACTIVE LISTENING
Innovation Challenge Consultations
Students will have the opportunity to meet
one-on-one with leaders, entrepreneurs,
and venture capitalists to cultivate their
Innovation Challenge ideas.
IDEA CREATION | NETWORKING
4–6 pm Field Work | Challenge Preparation Field Work | Challenge Preparation Networking Night
How do you enter a lively conversation at a
party? How do you politely excuse yourself
from a dull conversation? How do you
make a connection which will open doors?
Students will practice their conversational
and interpersonal skills, as well as their pitch
delivery, during a special networking event
with invited members of the local community.
NETWORKING
6:00 pm Dinner with Mentors Dinner with Terry Jones
Managing Principal, Essential Ideas and Founding President
and CEO of Travelocity until 2002
Incline Village, NV
Dinner with Mentors Dinner with Jonathan Miller-Lane
Associate Professor of Education at Middlebury College
Middlebury, VT
Dinner with Mentors
7:00 pm
8:30 pm
Financial Literacy I: The Fundamentals of
Financial Statements
This two-part workshop will teach students how to read
balance sheets, income statements, and statements of
cash flows. Students will work through several exercises to
assess the profitability, liquidity and cash position of both
for-profit and non-profit enterprises. The tools learned in
these sessions will be used to develop financial models for
their Innovation Challenge ideas.
Ernie Parizeau
Adjunct Professor in Entrepreneurship at Babson College
and Franklin Olin College of Engineering
Wellesley Hills, MA
FINANCIAL LITERACY
Financial Literacy II: The Fundamentals of
Financial Statements
This two-part workshop will teach students how to read
balance sheets, income statements, and statements of
cash flows. Students will work through exercises to assess
the profitability, liquidity and cash position of both for-
profit and non-profit enterprises. The tools learned in these
sessions will be used to develop financial models for their
Innovation Challenge ideas.
Ernie Parizeau
Adjunct Professor in Entrepreneurship at Babson College
and Franklin Olin College of Engineering
Wellesley Hills, MA
FINANCIAL LITERACY
SUNDAY, JUNE 16 | 3:00 pm and 5:00 pm | Campus Tours (meet at Patterson Hall)
6:00 pm | Orientation Overview of MiddCORE
Week 1: Team Alpine MeadowsMIKE KIERNAN | TAHOE CENTER FOR ENVIRONMENTAL SCIENCES (TCES) | ROOM #206
15
FLYLOW CHALLENGE
TIMES MONDAY : JUNE 17 TUESDAY : JUNE 18 WEDNESDAY : JUNE 19 THURSDAY : JUNE 20 FRIDAY : JUNE 21 SATURDAY : JUNE 22
9–9:30 am Guided Reflection Guided Reflection
9:30 am
12:00 pm
Innovation Challenge: Identifying
an Idea
How are the best ideas created, selected,
cultivated and validated? Students will
work with Marc Randolph to learn ideation
techniques that allow them to identify
opportunities, make connections, and
assess the feasibility of their ideas for the
MiddCORE Innovation Challenge.
Marc Randolph
Entrepreneur, Start-up Consultant, and
Co-founder of Netflix
Santa Cruz, CA
IDEA CREATION | STRATEGIC THINKING
Who Do You Think You Are: Personal
Communication Style
The process of growing as an effective contributor,
communicator, negotiator, and leader is rooted in the
understanding of your current style and skills. For this
session, students will problem-solve in several team
challenges. Students will also complete a communication-
style assessment to gain a deeper understanding of their
own behavioral styles and the styles of others with whom
they collaborate.
Mary Hurlie
Founder/Principal of LeaderScope Consulting
Hinesburg, VT
LEADERSHIP | COLLABORATION | SELF-AWARENESS
Challenge Definition and
Insight Planning
Students will define the scope of the
challenge and plan their immersion
trips. Blake Glenn will help students
prepare to interview, observe
behaviors and gather insights for the
FlyLow strategic challenge.
Blake Glenn
Inventing Director
?What If! Innovation Partners
New York, NY
DESIGN THINKING | STRATEGIC
THINKING | COLLABORATION
IDEA CREATION
Negotiation
In teams, students will prepare and take part in a multi-
stakeholder negotiation.
Seth Borden
Partner at McKenna Long & Aldridge
New York, NY
COLLABORATION | NEGOTIATION | STRATEGIC THINKING
PERSUASIVE COMMUNICATION
Life is good Challenge
After an interactive introduction to Life is good’s
business heritage, growth strategy and culture,
teams will be challenged to embody LIG’s ten
“Super Powers” (aka core values) over the course
of the weekend. The Life is good Super Powers:
Creativity, Courage, Compassion, Gratitude, Humor,
Love, Simplicity, Fun, Wisdom and Authenticity.
Roy E. Heffernan
Partner and Chief Operating Optimist, Life is good
Brookline, MA
STRATEGIC THINKING | IDEA CREATION
COLLABORATION
MiddCORE Regatta
Students in this session will develop skills in
leadership, collaboration, strategic thinking,
and communication as they brainstorm,
design, and construct a boat. Upon completion,
teams will compete in a regatta on Lake Tahoe.
Will Hoida
Dean of Students, Sierra Nevada College
Incline Village, NV
Rosie Hackett
Director of Outdoor Adventure Leadership
Sierra Nevada College
Incline Village, NV
LEADERSHIP | COLLABORATION
STRATEGIC THINKING
12:15 pm Lunch with Mentors Lunch with Mentors
1:30 pm
4:00 pm
Persuasive Communication
Tune and train the instrument that we use
every day in a workshop that can change
one’s trajectory.
Mike Kiernan
Physician
Instructor in Persuasive Communication
MiddCORE
Middlebury, VT
PERSUASIVE COMMUNICATION
SELF-AWARENESS | EMPATHY
Strategic Challenge: FlyLow
FlyLow is a ski apparel company that offers the mobility of
mountaineering gear but the style and fit of freeride apparel.
Dan Abrams will challenge students to design a new product
line that FlyLow could introduce to outdoor enthusiasts.
Dan Abrams
President and Co-founder of FlyLow
Tahoe City, CA
Ernie Parizeau
Adjunct Professor in Entrepreneurship at Babson College
and Franklin Olin College of Engineering
Wellesley Hills, MA
Blake Glenn
Inventing Director
?What If! Innovation Partners
New York, NY
DESIGN THINKING | STRATEGIC THINKING
COLLABORATION | IDEA CREATION
Negotiation: Styles and Tools
Students will first complete an
assessment to help them better
understand their approach to
conflict. They will dispel common
misperceptions and approach
negotiation more creatively than a
zero-sum or win/lose perspective.
Students will take part in several
negotiation exercises to fine-tune
their conflict resolution skills.
Mary Hurlie
Founder/Principal of LeaderScope
Consulting
Hinesburg, VT
Seth Borden
Partner at McKenna Long & Aldridge
New York, NY
NEGOTIATION | SELF-AWARENESS
Field Work
Blake Glenn
Inventing Director
?What If! Innovation Partners
New York, NY
DESIGN THINKING | EMPATHY | ACTIVE LISTENING
Innovation Challenge Consultations
Students will have the opportunity to meet
one-on-one with leaders, entrepreneurs,
and venture capitalists to cultivate their
Innovation Challenge ideas.
IDEA CREATION | NETWORKING
4–6 pm Field Work | Challenge Preparation Field Work | Challenge Preparation Networking Night
How do you enter a lively conversation at a
party? How do you politely excuse yourself
from a dull conversation? How do you
make a connection which will open doors?
Students will practice their conversational
and interpersonal skills, as well as their pitch
delivery, during a special networking event
with invited members of the local community.
NETWORKING
6:00 pm Dinner with Mentors Dinner with Terry Jones
Managing Principal, Essential Ideas and Founding President
and CEO of Travelocity until 2002
Incline Village, NV
Dinner with Mentors Dinner with Jonathan Miller-Lane
Associate Professor of Education at Middlebury College
Middlebury, VT
Dinner with Mentors
7:00 pm
8:30 pm
Financial Literacy I: The Fundamentals of
Financial Statements
This two-part workshop will teach students how to read
balance sheets, income statements, and statements of
cash flows. Students will work through several exercises to
assess the profitability, liquidity and cash position of both
for-profit and non-profit enterprises. The tools learned in
these sessions will be used to develop financial models for
their Innovation Challenge ideas.
Ernie Parizeau
Adjunct Professor in Entrepreneurship at Babson College
and Franklin Olin College of Engineering
Wellesley Hills, MA
FINANCIAL LITERACY
Financial Literacy II: The Fundamentals of
Financial Statements
This two-part workshop will teach students how to read
balance sheets, income statements, and statements of
cash flows. Students will work through exercises to assess
the profitability, liquidity and cash position of both for-
profit and non-profit enterprises. The tools learned in these
sessions will be used to develop financial models for their
Innovation Challenge ideas.
Ernie Parizeau
Adjunct Professor in Entrepreneurship at Babson College
and Franklin Olin College of Engineering
Wellesley Hills, MA
FINANCIAL LITERACY
SUNDAY, JUNE 16 | 3:00 pm and 5:00 pm | Campus Tours (meet at Patterson Hall)
6:00 pm | Orientation Overview of MiddCORE
CORE Strengths
Leadership | Collaboration | Persuasive Communication | Design Thinking | Self-Awareness | Empathy
Active Listening | Idea Creation | Financial Literacy | Negotiation | Strategic Thinking | Networking
Innovation Challenge: Identifying an Idea

40. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
WHY PROTOTYPE?
THIS IS SERVICE DESIGN DOING 2017
WHAT WOULD BE THE GREATEST
PERSONA TOOL OF ALL TIMES?
SKETCH HOW YOUR IDEAL SMAPLY
PERSONA TOOL WOULD LOOK.

41. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
WHY PROTOTYPE?
Name
Background: “Who am I?”
Tag Line: “What are 3 words
I am known for?”
Goals: “What do I want to
achieve?”
Likes: “What is great about
my work?”
Dislikes: “What is ge<ng in
my way?”
Decision Making: “How empowered are
my decisions?”
Communica9ng
1. _____________________________
2. _____________________________
3. _____________________________
_________________________________
_________________________________
_________________________________
_________________________________
_________________________________
_________________________________
Photo
Level of
Power*
Level of
Influence**
Strength of
Network***
q How do I communicate?
_______________________________________
_______________________________________
_______________________________________
q How does the communicaJon flow work?
_______________________________________
_______________________________________
_______________________________________
*based on authority and leadership.
**regardless of official leadership Jtle, how strongly can
this person convince or sway others?
***how connected is this person?
“Buzz words” to associate with the person to
beOer understand and remember them.
Passions, Strengths, etc.
What is the relaJonship/dynamic among the chain of command?
What is the main methods of communicaJon?
What is the communicaJon style? (calm/tense, direct/passive,
etc.)
Personal Background
_______________________________
_______________________________
_______________________________
Professional Background
_______________________________
_______________________________
_______________________________
Both professional and personal
Roles, Professional aspiraJons, etc.
_________________________________
_________________________________
_________________________________
_________________________________
_________________________________
_________________________________
Way of Working, People/Community, MoJvaJons,
Passions, Culture, etc.
Pain points, Challenges, UnwriOen rules,
Behaviors (influencers and enablers), etc.

42. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CO-CREATE
WHY PROTOTYPE?
BUT, REALLY

43. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
02.EVALUATE
WHY PROTOTYPE?
THIS IS SERVICE DESIGN DOING 2017

44. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
WHY PROTOTYPE?
THIS IS SERVICE DESIGN DOING 2017

45. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
03.PRESENT
WHY PROTOTYPE?
THIS IS SERVICE DESIGN DOING 2017

46. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
WHY PROTOTYPE?

47. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
WHY PROTOTYPE?

48. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
TYPES OF PROTOTYPES
WHAT
Explorative Evaluative Presentational
THIS IS SERVICE DESIGN DOING 2017

49. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
HOW
5PROTOTYPING
METHODS

50. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CLICK
DUMMY

51. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
WIREFRAME
Photo by William Ivan on Unsplash

52. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
PROTOTYPE VS. PRESENTATION
HOW
HTTPS://WWW.YOUTUBE.COM/WATCH?V=GRV2SZURPV0

53. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
INVESTIGATIVE
REHEARSAL TISDD

54. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017 TISDD
INVESTIGATIVE
REHEARSAL

55. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
PHYSICAL
PROTOTYPE Photo by Tim Gouw on Unsplash

56. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
DESKTOP
WALKTHROUGH
DESKTOP
WALKTHROUGH
TISDD

57. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
HOW
1. TRIANGULATION
2.TRIANGULATION
3.TRIANGULATION

58. QUESTIONS

59. 05.LET’SPROTOTYPE

60. ROUND1
'

61. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
PROTOTYPE
PROTOTYPE (10 MINUTES)
01 SPLIT YOUR GROUP UP INTO TWO SUB-GROUPS
02 SELECT A NEW METHOD
03 CREATE A PROTOTYPE IN YOUR SUB-GROUP

62. TEST1
'

63. CATHERINE COLLINS
CUSTOMER EXPERIENCE CONFERENCE
KIEV, UKRAINE 2017
TEST
ROLES
01 FACILITATOR: SHARE THE WORK
02 OBSERVER: CREATE A LIST OF BUGS, INSIGHTS AND IDEAS
03 INTERVIEWER: ASK FOLLOW UP QUESTION TO TEAM GIVING
FEEDBACK

64. ROUND2
'

65. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
PROTOTYPE
PROTOTYPE (5 MINUTES)
01 INTEGRATE FEEDBACK
02 CREATE RADICALLY DIFFERENT
PROTOTYPES IF NECESSARY

66. TEST2
'

67. 06.THECUSTOMERJOURNEY

68. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
ACUSTOMER’S
JOURNEY FROM A PERSONA PERSPECTIVE
OR AS SOME MIGHT CALL IT:
“SLIPPING INTO YOUR
CUSTOMER’S SHOES.”
(
THE CUSTOMER JOURNEY

69. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
JOURNEY MAPS EMPHASISE THE PERSONA’S EXPERIENCE
THE CUSTOMER JOURNEY
TESS
1 2 3 54 6 7 8 9

70. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
A HIGH LEVEL JOURNEY MAP …
TESS
1 2 3 54 6 7 8 9

71. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
7
SCANNING INSTAGRAM
SEND A TEXT
OPENING ORDERING APP
UPDATE ORDERING APP
UPDATE PROFILE
COFFEE POINTS SHOW IN APP
ZOOM IN

72. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
MAPTHEJOURNEYTHAT
YOURCUSTOMERWOULD
EXPERIENCE…
WITH YOUR PROTOTYPE

73. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
PERSONA

74. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
FOCUS

75. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
FOCUS
TICKETING

76. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
STEPS

77. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
STEPS

78. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
BUYING MY
TICKET

79. CATHERINE COLLINS
CUSTOMER EXPERIENCE CONFERENCE
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
BUYING MY
TICKET

80. CATHERINE COLLINS
CUSTOMER EXPERIENCE CONFERENCE
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
BUYING MY
TICKET

81. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
STAGES

82. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
STAGES
PRE TICKET

83. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
STAGES
PRE TICKET PURCHASE

84. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
STAGES
PRE TICKET PURCHASE POST TICKET

85. TEXTLANES

86. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
DESCRIPTION
KPI’S
IDEAS
JOBS TO BE DONE
QUESTIONS
AND MANY MORE…
TEXT LANES

87. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
DESCRIPTION
I FELT LOST
DURING WHEN
I WAS BUYING
MY TICKET
BUYING MY
TICKET

88. STORYBOARD

89. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
DRAW A CIRCLE

90. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
DRAW A
TRIANGLE

91. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
IFYOUCANDRAWACIRCLEAND
TRIANGLEYOUCANDRAWA
PERSON

92. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
STORYBOARD

93. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
EMOTIONAL
JOURNEY

94. CATHERINE COLLINS
CUSTOMER EXPERIENCE CONFERENCE
KIEV, UKRAINE 2017
CREATE A JOURNEY MAP
MAPTHEJOURNEYTHAT
YOURCUSTOMERWOULD
EXPERIENCE…
WITH YOUR PROTOTYPE

95. ZOOMOUT

96. QUESTIONS

97. CATHERINE COLLINS
MORE THAN METRICS
KIEV, UKRAINE 2017
PROTOTYPE
REFERENCES:
Stickdorn, M. Lawrence, A., Hormess, M., and Schneider, J. (2017).
This is Service Design Doing. Sebastopol, CA: O'Reilly

98. THANKYOU
catherine@morethanmetrics.com
Twitter: @catmcollins