Off The Map

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Wether we are designers, developers, project managers or copywriters - we are all managing expectations when we are designing for experience. This talk will introduce methods to gather insights and identify touch points throughout the services we create. You will walk away with a better understanding of the magic behind turning a like into love.

Published in: Design

Off The Map

  1. 2 201 ce en er nf co u shp OFF THE MAP  Wolf Becvar @wdbecvar
  2. HI.WOLF BECVAR@wdbecvarhotgloo.com#pushconf
  3. Can experiencebe designed? Tweet me @wdbecvar 
  4. DISCLAIMERCredit: http://thronesblog.com/wp-content/uploads/2012/05/Game-of-thrones-world-map.jpg
  5. Credit: http://gigjets.com/wp-content/uploads/2012/11/Apple-Maps-Remedy.jpg
  6. Credit: http://static.androidnext.de/apple-maps.jpg
  7. Credit: http://outnow.ch/Media/Movies/Bilder/2003/LostInTranslation/movie.fs/20.jpg
  8. Credit: http://www.blogcdn.com/travel.aol.co.uk/media/2012/05/pa-13451882.jpg
  9. Credit: Richard Baker http://i.dailymail.co.uk/i/pix/2010/12/07/article-1336571-0C5E514A000005DC-166_634x402.jpg
  10. HACKCredit: http://p.twimg.com/AxjYgoRCMAEcQL5.jpg:large
  11. Tweet me @wdbecvar 
  12. HACK
  13. Bad Usability? Credit: http://farm5.static.flickr.com/4103/5001552884_e89becb8a4.jpg
  14. “Usability is not everything. If usabilityengineers designed a nightclub, it wouldbe clean, quiet, brightly lit, with lots ofplaces to sit down, plenty of bartenders,menus written in 18-point sans-serif, andeasy to find bathrooms. But nobodywould be there. They would all be downthe street at Coyote Ugly pouring beer oneach other.”- Joel Spolsky
  15. 1. What are customer touchpoints?2. Why touchpoints matter?3. How to identify/improve touchpoints?4. How to translate customer touchpoints into a project?5. Q & As Tweet me @wdbecvar 
  16. 1.What arecustomertouchpoints? Tweet me @wdbecvar 
  17. DESIGN Tweet me @wdbecvar 
  18. CONTEXT Tweet me @wdbecvar 
  19. GETCONTEXTUAL! Tweet me @wdbecvar 
  20. “[...] every point in time thecustomer touches or connects withyour company throughout the entireproduct/service delivery; pre-,during and post-purchase.”- Touchpoint Experience (2004) Tweet me @wdbecvar 
  21. “[...] every point of contact -online and off eachcommunication, humanresource, branding, marketingand sales process initiativecreates touchpoints ... Tweet me @wdbecvar 
  22. The quality of touchpointexperiences drives perceptions,actions and relationships.”- Touchpoint Metrics (2003) Tweet me @wdbecvar 
  23. Touchpoints =Interactions
  24. Digital Experience Customer Social Service Media Channels Interactive MarketingCredit: http://incentmedia.files.wordpress.com/2009/10/customer-touch-points.gif
  25. How do I improveour customerexperience? Tweet me @wdbecvar 
  26. Tweet me @wdbecvar 
  27. Tweet me @wdbecvar 
  28. Credit: http://joshunfried.com/wp-content/uploads/2010/10/wallmart_facebook.jpg Tweet me @wdbecvar 
  29. Credit: http://www.rapha.cc
  30. Credit: http://www.rapha.cc
  31. Credit: http://www.rapha.ccCredit: http://techcrunch.com/
  32. 2.Whytouchpointsmatter? Tweet me @wdbecvar 
  33. Touchpointsmake or breaka good experience. Tweet me @wdbecvar 
  34. Credit: http://www.airbnb.com
  35. “We connect people who have space tospare with those who are looking for a placeto stay. Guests can build real connectionswith their hosts, gain access to distinctivespaces, and immerse themselves in theculture of their destinations...”- airbnb.com Tweet me @wdbecvar 
  36. Credit: http://techcrunch.com/
  37. Credit: http://techcrunch.com/
  38. Credit: http://techcrunch.com/
  39. Credit: http://techcrunch.com/
  40. Credit: http://techcrunch.com/
  41. Credit: http://techcrunch.com/2011/07/31/another-airbnb-victim-tells-his-story-there-were-meth-pipes-everywhere/
  42. Credit: http://www.airbnb.com
  43. Credit: http://www.airbnb.com
  44. Credit: http://www.airbnb.com
  45. Credit: http://www.airbnb.com
  46. Credit: http://www.airbnb.com
  47. Credit: http://www.airbnb.com
  48. Credit: http://www.airbnb.com
  49. 3.How to identify/improve customertouchpoints? Tweet me @wdbecvar 
  50. Identify the needs, the wants and the how tos. Tweet me @wdbecvar 
  51. Touchpointsevolve fromuser insights Tweet me @wdbecvar 
  52. Don’t just scratch the surface Credit: http://2.bp.blogspot.com/-nbAoHKQqGcM/TYouAEwFE0I/AAAAAAAABvU/y7JW7o5-zlM/s1600/IMG_3872.JPG
  53. It’s about the INSIGHTS Credit: http://lh3.ggpht.com/-G6C6bHMPsvI/UB9GDxBMKII/AAAAAAAAABU/aA0j_eJ7sBE/swim_with_sharks.jpeg
  54. Research Concept Build Runcustomer surveysbenchmark sitemapusability testing flowchart design user teststakeholder wireframing <code/>interviewsexperience maps Tweet me @wdbecvar 
  55. The customer experienceprocess starts at themoment the customerbecomes aware of yourcompany. Tweet me @wdbecvar 
  56. Map out acustomerjourney Tweet me @wdbecvar 
  57. ? Customer Journey Tweet me @wdbecvar 
  58. Document that visuallyillustrates•an individual user’s NEEDS.•series of INTERACTIONS, necessary to fulfill those needs.•EMOTIONAL STATES a user experiences throughout the process. Credits: Chris Risdon Tweet me @wdbecvar 
  59. Key Benefits•Encourages conversation and collaboration.•Highlights the flow of the customer experience.•Enables stakeholders to discuss opportunities for improving customer experience. Credits: Chris Risdon Tweet me @wdbecvar 
  60. Credit: http://1.bp.blogspot.com/-Mhb5PF-QDSc/T0YcPZ_EVzI/AAAAAAAAFxo/FjJcHYw9wo0/s1600/Lego.jpg
  61. “We understand what isand what is not importantto the customer in thatexperience and then wedesign a WOW experienceto improve it.”- Richard Sollery, Senior Director of Consumer Experiences, LEGO
  62. Credit: http://www.youtube.com/watch?v=PGu0N3eL2D0&feature=share&list=PL5C0ACAA52256A6A6
  63. Tweet me @wdbecvar Credit: http://experiencematters.files.wordpress.com/2009/03/legowheel.png
  64. •Formal approach to describing experiences.•Starts with the description of a specific customer.•Life cycle of experiences: before, during & after.•Easy to use and simple to understand. Tweet me @wdbecvar 
  65. Credit: http://adaptivepath.com/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf
  66. Credit: http://adaptivepath.com/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf
  67. sign up landing page tour call to copy action websitesign in key Usability visual IA help contact pricing news twitter letter facebook tutorials system mailing channels blog APP support customer forum
  68. 4.How to translatetouchpoints intoa project? Tweet me @wdbecvar 
  69. Credit: http://img.geocaching.com/cache/35db4b04-246a-43c9-833f-231be7c75507.jpg Tweet me @wdbecvar 
  70. Break down the silos Tweet me @wdbecvar  Credit: http://www.michal-silosy.pl/nowa/download/tapeta1280x960.jpg
  71. WRAP UP•Identify the needs, the wants and the how to’s.•Identify the touchpoints.•Look for the gap and fill it.•Make your touchpoints count. Tweet me @wdbecvar 
  72. Can experiencebe designed? Tweet me @wdbecvar 
  73. “A beholder mustcreate his ownexperience.”- John Dewey, Philosopher Tweet me @wdbecvar 
  74. Good UX meansthat everyonewins. Tweet me @wdbecvar  Credit: http://www.aljazeera.com/mritems/images/2012/5/20/201252075147290504_8.jpg
  75. Thank You!@wdbecvarPS: I’m very interested in new hacks :)If you spot one make sure to tweet a picand use #hackspotter
  76. LINKLIST•http://uxmag.com/articles/6-disciplines-for-reaching-customer- experience-maturity•http://uxmag.com/articles/experience-maps-identify-inefficiencies- and-opportunities•http://uxmag.com/topics/customer-experience•http://uxmag.com/articles/6-disciplines-for-reaching-customer- experience-maturity•http://www.useit.com/papers/heuristic/heuristic_list.html•http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html•http://www.dubberly.com/articles/interactions-the-experience- cycle.html•http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html Tweet me @wdbecvar 

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