Planning the perfect user experience

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cxpartners Singapore workshop

Text of Planning the perfect user experience

  • Planning the perfect user experience Chui Chui Tan @ChuiSquared 1
  • Find 4 people in a group Decide a name for the team Introduce yourself within the group 10 minutes 2
  • All our stakeholders have different ideas? 3
  • All our stakeholders have different ideas? We keep copying competitors instead of being original? 3
  • All our stakeholders have different ideas? We keep copying competitors instead of being original? How do we prioritise features and content? 3
  • All our stakeholders have different ideas? We keep copying competitors instead of being original? How do we prioritise features and content? How to we uncover unknown needs? 3
  • All our stakeholders have different ideas? We keep copying competitors instead of being original? How do we prioritise features and content? How to we uncover unknown needs? How do we design multi-channel experiences? 3
  • Think about examples of problems youve in your company. Choose 3 big strategic problems 15 minutes 4
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  • What is a customer experience map? A single strategic document which could help you: Manage requirements See the big picture Prioritise what should be done and what can wait Identify hidden needs or spot gaps in the service Create narratives
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  • Tasks 9
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  • Tasks 9
  • Tasks 9
  • Choosing Specifying Financing Buying Tasks 10
  • Choosing Specifying Financing Buying Tasks What users do 10
  • Choosing Specifying Financing Buying Tasks What users do 10
  • Choosing Specifying Financing Buying Tasks What users do 11
  • Choosing Specifying Financing Buying Tasks What users do 12
  • Emotion Choosing Specifying Financing Buying Tasks What users do 13
  • Emotion Choosing Specifying Financing Buying Tasks What users do 13
  • Emotion Choosing Specifying Financing Buying Tasks What users do 14
  • Experience Cheat Sheet Name of product / service Practical: it makes Simpler Emotional: it makes me feel Values: What it says about me 16
  • Experience CHeat Sheet Name of product / service Photojojo Buying Photo Practical: it makes supplies Simpler Emotional: it makes me feel Playful Values: What it says about me im Creative 17
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  • Emotion Choosing Specifying Financing Buying Tasks What users do 21
  • Emotion Choosing Specifying Financing Buying Tasks What users do Web 21
  • Emotion Choosing Specifying Financing Buying Tasks What users do Web Call centre 21
  • Emotion Choosing Specifying Financing Buying Tasks What users do Web Call centre Competitor 21
  • Emotion Choosing Specifying Financing Buying Tasks What users do Web Call centre Competitor Phase 2 21
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  • Exercise Go back to your group (4 in a group) Think of a brand that youre familiar with which: - Sell shoes - Sell hotel rooms - Sell cars 5 minutes 24
  • Exercise Within the group, divide into two groups of two: Group A Group B 25
  • Think about the brand youve chosen Group A Fill in the experience cheat sheet for this brand Experience Cheat Sheet Name of product / service Practical: it makes Simpler Emotional: it makes me feel Values: What it says about me 26
  • Come out with a list of interview questions Group B You can use the guide below as the reference To gather context and collect details Ask about sequence Ask about quantity Ask for specific examples Ask for the complete list Ask for relationships Ask about organisational structure To probe whats unsaid Ask for clarification Ask about code words/native languages Ask about emotional cues Ask why Probe delicately Probe without presuming Explain to an outsider Teach another Questions that create contrasts to uncover frameworks and mental models Compare processes Compare to others Compare across time Steve Portigal - http://www.portigal.com/blog/seventeen-types-of-interviewing-questions/ 27
  • Interview users and gather tasks / needs 25 minutes 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 28
  • Interview users and gather tasks / needs 25 minutes 0 0 0 0 0 0 0 0 0 0 0 0 Researchers: Ask the buyers to describe 0 their purchase. Listen for their needs I needed to... Listen for tasks I did this... 0 0 0 Write down one need or task per Post-Its Dont worry about what medium or channel they used. 28
  • Buying shoes The research asks the buyer to describe their purchase. Begin when they first started thinking about buying the shoes or even before that. Go back as far as possible. Finish after theyd bought the shoes and taken delivery - often theyll have had some contact with the vendor after purchase such as returns. Listen for their needs and tasks. Dont worry about what medium or channel they used. Write down one need or task per post-it. Tips Ask about the other people they spoke to (for advice, customer service, inspiration, or because they would be wearing the clothes!). When they needed to make a decision or trade-off, what was important to them? If you have time, get them to go back over their story. You may find they revise what they did. Listen for words that described how they felt. Especially: were they anxious or surprised at any point. Why was this? Think about the four contexts (physical, social, temporal, task). Which one(s) influenced their behaviour at each stage? 29
  • Booking a hotel The research asks the buyer to describe their booking. Begin when they first started thinking about finding a hotel for themselves to stay in (thats important) - this is probably a while before the trip. Go back as far as possible. Finish after theyd returned from the trip - often theyll have had some contact with the vendor after purchase. Listen for their needs and tasks. Dont worry about what medium or channel they used. Write down one need or task per post-it. Tips Ask about the other people they spoke to (for advice, customer service, inspiration, or because they would be wearing the clothes!). When they needed to make a decision or trade-off, what was important to them? If you have time, get them to go back over their story. You may find they revise what they did. Listen for words that described how they felt. Especially: were they anxious or surprised at any point. Why was this? Think about the four contexts (physical, social, temporal, task). Which one(s) influenced their behaviour at each stage? 30
  • Mobile car configurator The researcher asks the buyer to describe their purchase. Begin when they first started thinking about buying a new car - this is probably a long time before the actual purchase. Go back as far as possible. Finish after theyd bought the car and experienced it - often theyll have had some contact with the vendor after purchase. Listen for their ne