what is blueprint nov08

8/4/2019 What is Blueprint Nov08

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Experience Blueprint


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The background?

Pine & Gilmore heralded the dawn of the Experience Economy

in 1999

Traditional sources of differentiation are eroding whilecustomers are more empowered

Organisations recognise the need to compete on the basis ofcustomer experience

the internal and subjective response customers have to anydirect or indirect contact with a company - Harvard Business Review


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The background?

Today, most customer experiences are chaotic and haphazard

Carefully crafted customer experiences lead to: customer retention

increased market share

strengthened brand equity

greater customer advocacy

Customer experience cannot be left to chanceit must besystematically planned and delivered.

The Experience Blueprintyou wouldnt construct a buildingwithout a blueprint and neither should you construct anexperience without one.


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What is the Experience Blueprint?

An evolution of User Centred Design

About the overall customer experience (i.e. more than web)

Means we are ideas people and not just problem solvers

Firmly at the front end of redesign (does not put us incompetition with agencies)


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The Experience Blueprint incorporates:

1.Innovative user research methods

2.Co-creation techniques and workshops

3.Visualisation and storytelling


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find. form. focus.

THE PROCESS

Innovative user researchmethods aimed at obtaining realinsight on consumer needs,attitudes, behaviours and trends

Idea generation techniques to findmeaning in the data. A co-creationprocess used to explore optionsand define value to customersbehaviours and trends

Communication of the re-crafted customer experienceusing pioneering visualisationand storytelling methods


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Build a rich and meaningful picture of the customer:

traits, behaviours, needs, attitudes, habits, motivations, values,aspirations and trends

Customary research methods but also more novel approaches

Both qualitative and quantitative in nature

Research undertaken is dictated by industry type, pre-existingresearch, brand, and customer touchpoints

Thorough but realistic

This stage is all about curiosity

find


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Takes the research and generates ideas from it

Multidisciplinary teams

True iterative development of ideas

Intensive workshoping using co-creation methods

Includes predictive analytics for business cases

This stage is all about ideas

form


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the direct and active involvement of customers in the

design of products and services

pioneered in product development by P&G

made prominent by The Future of Competition (CKPrahalad)

part of the wider open source movement

participatory design / scenario design on speed

Co-Creation


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form

Co-creation workshop (1) Co-creation workshop (2)

Experience maps(Revision)

Experience maps(Creation)


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About communicating the customer experience

Using visualisation and storytelling methods Infographics

Role plays

Comic strips

Will involve outside skills initially

In architecture, a blueprint is the foundation for asuccessful, sound and safe structure

The Experience Blueprint will be a set of deliverables made up ofvarious components

focus


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This is dummy test. Text todescribe the process for each

of the stages

Text to describe the processfor each of the stages




This is dummy text that has beensubstituted in for now.




Here we have just removed thtext to protect the IP and client

confidentiality


confidentiality


confidentiality

Description of step only

Description of step only

Description of step onlyAll of this text is fictitious

and has been used to protectclient confidentiality

All of this text is fictitiousand has been used to protect

client confidentiality

Toby reads the pages andthen selects RelatedDownloads from theRight hand side.

This triggers a pop upwith 6 relateddownloads with anoption to view alldownloads.


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Catalogue

I could do witha new shirt for

work.

Store

Oh thatsnice.

Ill pop into the storeon my way to work

and try it on.

Top instock?

Website

YES

NO

Oh well, I will lookat it again online at

work.

That fits well.

Decision tobuy?

YES

NO

Dont use that site it is

really hard to findanything.

Influencing factors:- Finding the item (usability)- Imagery on product page- Stock availability and price- Delivery details- Returns policy- Contact information

Searching & browsing Purchasing

Influencing factors:- Catalogue imagery

- Desire to try it on- Proximity to store- Experience of brand clothing fit- Return and delivery policy- When the product is needed by

Cant be bothered, Illlook online.

Now where is it?

Now what wasit called.

Cant be bothered to

register.

Influencing factors:- Checkout process design- Registration required

Influencing factors:- Length of queue- Behaviour of shop assistants- Other customer behaviour

Influencing factors:- Knowledge of item (name/item no.)- Store layout and signposting- Shop assistant knowledge

2 days later

Influencing factors:- Signposting to changing room- Length of queue

Summary:NPS: 40-55Profitability Score: 4

Personas: Ian, Angela


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http://www.good.is/?p=12658


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http://aula.elmundo.es/aula/laminas/lamina1105438169.pdf


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What it is: Ethnography is a method used to capture information aboutbehaviour in the context of peoples real world environments. It can be

used to obtain unarticulated needs, motivations, and drivers to developinnovative designs.

Ethnography is an effective user research method because it givesinsights into the elements that constitute an overall customerexperience. It brings to the surface significant insights that can otherwiseremain hidden using other research methods. It is also useful in helpingto map and explain the relationships between the elements of the wholecustomer experience.

Ethnography

When to use: Most effective used at the beginning of a project. Theessence of ethnography is that it makes no assumptions about researchfindings and is a purely exploratory exercise.

find . form . focus

Quantitative Qualitative

Lab Field

Attitudinal Behavioural

Ethnography gets to the heart of

human behaviour uncovering

insights that are simply not possible

using other conventional research

approaches.


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What it is: A heuristic review is conducted by experienced evaluators(typically 3) who examine a design and judge its compliance against aset of established principles. The result of the analysis is a list of issues/problems.

The goal of heuristic evaluation is to find issues/problems early in thedesign concept so that improvements can be made as part of theiterative design process.

Heuristic review

When to use: This method is quick and relatively inexpensive. It can beused to identify major issues early on in the design cycle. Specifically,heuristic reviews can be used as part of requirements gathering and toevaluate competitors in the market place.

find . form . focus


Lab Field


Experienced evaluators examine and

judge designs in order to identify

major problem areas best used

early on in the design cycle


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What it is: The process of asking questions is at the heart of mostresearch methods and face-to-face interviews is one of the mostfrequently used methods for seeking in-depth information from anindividual.

One of the more personal forms of research, it involves an interviewer

talking to an individual in order to understand their behaviour,motivations and views. Depending on the research objectives, theinterview style can vary from asking a set list of questions to having freeflowing conversation. One of the benefits is that it provides anopportunity for the interviewer to probe the individual in order to get athorough understanding.

Face-to-face interviews

When to use: Can be used throughout a project in order to understandthe views and opinions of individual people. Through conducting a seriesof interviews, trends and patterns in behaviour and attitudes can beidentified.

find . form . focus


Lab Field


Speaking to people about their

motivations, attitudes and behaviours.

Provides an opportunity to probe and

question to get an in-depth insight.


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What it is: Telephone surveys are a means of following up and surveyingcustomers after an experience. It involves carefully selecting a sampleor by generating randomly so as to reduce bias. Can be integrated withCATI (computer assisted telephone interviewing).

Its more expensive than web surveying but the advantage is that itspossible to engage in a dialogue with the customer. Emotion is thereforemore easily assessed while clarification and expansion of responses ispossible.

Telephone surveys

When to use: Best used soon after the experience so that theexperience is fresh in the mind of the customer. It s useful to supplement

online surveys with telephone surveys in order to delve deeper intoperceptions and attitudes.

find . form . focus


Lab Field


Used primarily as a follow up

research technique to understand

customer opinions after the fact -

reaching a wider population than the

internet population.


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What it is: co-creation is a relatively novel but proven approach toexperience design that borrows heavily from the open sourcemovement. Customers play an integral role in the design process andact as experts of his / her own experience.

Customers are invited into design workshops and act as advocates fortheir brethren other customers offering opinions of what would workand what would not. The central idea behind co-creation is that withcustomers ever present it is possible to explore, discard or developideas very quickly.

Co-creation

When to use: used early in the design process co-creation can havepositive, long range consequences. Following initial primary researchintensive, iterative workshops should be conducted using visual stimulias aids.

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The evolution of the user centred

approach to experience design.

Borrowing from the open source

movement inviting customers into the

design process results in

differentiated and market ready

experiences.


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What it is: This is the opposite to adversarial thinking in that rather thantaking opposing positions participants support the same view to exploreall sides of an idea.

Confrontation is replaced by a co-operation exploration of the issue and

thus energy is expended on developing the ideas through to theirconclusions often into new realms of insight.

Parallel thinking

When to use: best used in workshops involving small groups with anarrow set of ideas. The ideas should be moved forward one thought ata time in a sequential pattern.

find . form . focus

A constructive thinking workshop

technique which, because it involves

building successively on ideas, leads

to breakthrough insights that may

otherwise have been undiscovered.


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What it is: a charting technique to visualise the discrepancy betweenthose elements of an experience deemed important to customers andthose the business performs well in delivering.

The data for a priority matrix should be based on customer research and

internal measures. It often makes plain where the organisation hasmisaligned activities and customer needs as expressed by thecustomers themselves.

Priority matrix

When to use: typically used after the research has been collected andmost often used in workshops to convey the scope of a problem and itsscale.

find . form . focus

A constructive thinking workshop

technique which, because it involves

building successively on ideas, leads

to breakthrough insights that may

otherwise have been undiscovered.

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Critical incident technique

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Identifying human behaviours that

have an impact on the outcome of an

experienceeither positively or

negatively. Can focus a design on the

key touch points that impact the

overall experience.

What it is: Critical incident technique can be used for collecting directobservations of human behaviour that have a significant contribution tothe outcome of an activity or experience, whether it be positive ornegative.

Critical incidents can be gathered in various ways, but people aretypically asked to identify specific incidents which they experiencedpersonally and which had an important effect on the final outcome. Theemphasis is on incidents rather than vague opinions.

When to use: Typically used fairly early on in the design cycle in order toidentify the key touch points that impact the overall experience.

fi d f f


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What it is: PEST stands for political, economic, social and technologicalfactors that should be considered in any assessment of customerexperience strategy.

While the number of these factors is virtually unlimited the firm must

identify and concern itself with those that are a priority for the industry.The value is in knowing how these factors may influence future strategyso that decisions can be taken at a future time in full knowledge ofconsequences.

PEST analysis

When to use: best used early in the design process to determine overallstrategy particular with reference to positioning vis a vis competitors.Workshops with customers can validate the pest analysis for moreconfidence.

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An external analysis tool used to

describe the macroenvironmental

factors that an organisation must take

into consideration valuable in

determining market positioning and

direction of customer strategy.

fi d f f


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Discrete choice

When to use: most effective when used in later stages of the ideageneration process after different design alternatives have been putforward.

Forcing the customer to choose between different scenarios allows youto understand where the customer priorities lie.

find . form . focus

Discrete choice is a very effective

means of establishing quickly and

cost effectively which attributes of the

customer experience are more

important relatively than others in the

mind of the customer.

What it is: Discrete choice analysis encompasses a variety ofexperimental design techniques, data collection procedures, andstatistical procedures which can be used to predict the choices thatconsumers will make between alternatives.

These techniques apply when consumers have the ability to choosebetween distinct (discrete) courses of action.

fi d f f


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What it is: Most people are visually oriented and using the familiarmedium of comic strips to convey information is unsurprisingly veryeffective.

Comics are effective not only because they are essentially narrative, but

also because they are unpretentious, easy to follow, and accessible.Whereas a functional specification document uses words and often tech

speak to communicate functionality, comics use pictures and

interactions to get ideas across

Comic strips

When to use: can be used to communicate various interaction scenariosin a visual way during customer workshops. Allowing customers tomodify the comics in line with needs means that scenarios can bequickly evolved.

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Comic strips aid in the design process

by communicating complicated

concepts to non-technical audiences

using a familiar medium enabling

quicker understanding and buy-in.

fi d f f


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What it is: A mental model is an explanation of someones thought

process for how something works in the real world. It is based on thebelief that good design depends on empathy and understanding what aperson wants to get done rather than just studying how a person usessomething.

Mental models can be developed through an understanding of peoples

philosophies, motivations, attitudes and thought processes which can begathered by using a range of methods, such as interviews orobservations.

Mental modelling

What it is: Mental models can inform both tactical and strategic designdecisions, from informing a current design to providing a roadmap toguide future design decisions.

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Mapping out peoples attitudes,

motivations and thought processes,

within the context in which they are

developed. These insights can inform

both tactical and strategic design

decisions.

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Storyboarding

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A visual story telling technique that

can be used to evaluate ideas as

well as to communicate them. Often

used to bring to life different

customer journeys.

What it is: Storyboarding is a technique which can be used to test andevaluate ideas, as well as communicate them to others.

Typically, storyboards comprise of a set of frames that illustrate a

sequence of events, for example a customer journey. Storyboards canbe used as a way of describing the users everyday activities as well as

the potential design impact they will have. Even when created veryquickly, storyboards can convey a wealth of information, showing aparticular order of events in an interesting easy-to-understand way.

When to use: Storyboards can be used at many points during a designcycle. From stimulating a focused discussion in a co-creation workshopto providing the necessary detail to enable designers to understandcomplex processes.

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Role plays

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Acting out a scenario or

experience in order to identify

key touch points and stimulate

idea generationmakes the

abstract scenario much more

realistic.

What it is: Role playing can be used in a workshop format where peopleact out a scenario or experience. The role play may be based on anactual experiences or alternatively people may be asked to improvise orassume the role/characteristics of a previously developed persona.

Role playing can create discussion points for the workshop, highlight keytouch points and stimulating idea generation.

When to use: Often used in a workshop/co-creation exercise, where thegroup are invited to take part in the role play.

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Personas

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Fictional but realistic character

sketches based on segments of the

target audience that exhibit common

characteristics. Can instil a customer

focus throughout the design cycle.

What it is: Personas are fictional - but realistic - character sketchesbased on segments of the target audience that exhibit commoncharacteristics. They are created using knowledge drawn from previousresearch, for example interviews and surveys that have been carried outwith actual people.

Each is given a name, face, and key characteristics as this helps tomake the persona real in creating real-life scenarios. However, personasare not set in stone, they change and evolve over time to reflect any up-to-data.

When to use: Personas can be used throughout the design cycle: Theycan build a shared understanding, can help generate ideas and can aidproposition development. The creation of personas can inform the focusfor storyboarding, journey mapping and the creation of mental models.


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What will the Experience Blueprint do?

Reveal what the current customer experience looks like Where there are customer issues

Where there are inefficiencies

How the channels contribute to the overall experience consistency

Identify which key points can transform the experience

Create a vision for the customer experience to be delivered

Set customer experience targets (using the FAI team)

Establish where and how investments should be made targetinglimited resources for maximum impact


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Thank You!

what is blueprint nov08

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