some things you can't wireframe
DESCRIPTION
Wireframes are great for structuring content and demoing concepts. They help us think about important user experience aspects upfront. We can lay out and test-drive something in almost no time. We can gather feedback and iterate over and over. But here is something they can't: wireframes can't deliver the full experience. This talk is not about wireframes it's about how to identify and apply customer touch points throughout a service. You will witness different approaches on how to design for experience. Which UX methods help us to identify and apply touch points? You will walk away from this talk with a flair for transforming your visitors into customers and a better understanding of the magic behind turning a like into love.TRANSCRIPT
SOME THINGSYOU CAN’TWIREFRAMEWolf Becvar@wdbecvar
webex
po 2
013
Ahojhotgloo.com
#appvertising
@wdbecvar
WOLF BECVAR
USER EXPERIENCE DESIGN
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Can experience be designed?
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Credit: Richard Baker http://i.dailymail.co.uk/i/pix/2010/12/07/article-1336571-0C5E514A000005DC-166_634x402.jpg
HACKCredit: http://p.twimg.com/AxjYgoRCMAEcQL5.jpg:large
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HACK
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HACK
Usability is not everything.
“If usability engineers designed a nightclub, it would be clean, quiet, brightly lit, with lots of places to sit down, plenty of bartenders, menus written in 18-point sans-serif, and easy to find bathrooms. But nobody would be there. They would all be down the street at Coyote Ugly pouring beer on each other.”
- Joel Spolsky
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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
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1. What are customer touchpoints?
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DESIGN
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CONTEXT
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“[...] every point in time the customer touches or connects with your company throughout the entire product/service delivery; pre-, during and post-purchase.”
- Touchpoint Experience (2004)
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“[...] every point of contact - online and off each communication, human resource, branding, marketing and sales process initiative creates touchpoints ...
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The quality of touchpoint experiences drives perceptions, actions and relationships.”
- Touchpoint Metrics (2003)
Touchpoints =
Interactions
Customer Service
SocialMedia
Channels
InteractiveMarketing
Digital Experience
Credit: http://incentmedia.files.wordpress.com/2009/10/customer-touch-points.gif
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How do I improve our customer experience?
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Credit: http://techcrunch.com/Credit: http://www.rapha.cc
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2. Why touchpoints matter?
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Touchpoints make or break a good experience.
Credit: http://www.airbnb.com
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“We connect people who have space to spare with those who are looking for a place to stay. Guests can build real connections with their hosts, gain access to distinctive spaces, and immerse themselves in the culture of their destinations ...”
- airbnb.com
Credit: http://techcrunch.com/
Credit: http://techcrunch.com/2011/07/31/another-airbnb-victim-tells-his-story-there-were-meth-pipes-everywhere/
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
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3. How to identify/improve customer touchpoints?
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Touchpoints evolve from user insights
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RESEARCH
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Don’t just scratch
the surface
It’s about the
INSIGHTS
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Research Concept Build
customer surveys
benchmark
usability testing
stakeholder interviews
experience maps
user test
sitemapflowchartwireframing
design<code/>
Run
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The customer experience process starts at the moment the customer becomes aware of your company.
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Map out a customer journey
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•documents individual user NEEDS.
•illustrates INTERACTIONS, necessary to fulfill needs.
•EMOTIONAL STATES a user experiences throughout the process.
Customer Journey Map
Credits: Chris Risdon
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•Encourage conversation and collaboration.
•Highlight the flow of the customer
experience.
•Enable stakeholders to discuss
opportunities to improve CX.
Key Benefits
Credits: Chris Risdon
Credit: http://1.bp.blogspot.com/-Mhb5PF-QDSc/T0YcPZ_EVzI/AAAAAAAAFxo/FjJcHYw9wo0/s1600/Lego.jpg
“We understand what is and what is not important to the customer in that experience and then we design a WOW experience to improve it.”
- Richard Sollery, Senior Director of Consumer Experiences, LEGO
Credit: http://www.youtube.com/watch?v=PGu0N3eL2D0&feature=share&list=PL5C0ACAA52256A6A6
Tweet me @wdbecvar Credit: http://experiencematters.files.wordpress.com/2009/03/legowheel.png
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•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.
Credit: http://adaptivepath.com/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf
Credit: http://adaptivepath.com/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf
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4. How to translate touchpoints into a project?
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Break down the silos
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Can experience be designed?
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TEAMWORK
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“A beholder must create his own experience.”
- John Dewey, Philosopher
THANK YOU@wdbecvar
PS: I’m very interested in new hacks :)If you spot one make sure to tag them #hackspotter
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Q&As
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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://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map