This talk is not about wireframes, although it's not guaranteed you won't have to see some. This talk is about how to identify and create customer touchpoints throughout your service. Wolf will lay out different approaches on how to incorporate your communication concept into your app or website, discuss best-practice examples and provide insights from the latest application redesign he was going through. You should 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.

1. 11
20 Some Things
nd
te
You Can’t Wireframe
on
Fr
Wolf Becvar @wdbecvar

3. Credit: http://3.bp.blogspot.com/_5Usp1g7Jb2Q/TVMadeM7LrI/AAAAAAAAAAY/9-nqfXZk1Sw/s1600/darth-vader-on-vacation.jpg

4. Credit: http://fc08.deviantart.net/fs71/f/2009/350/5/5/Darth_Vader_loved_too_by_Peagabassi.png

5. Credit: http://www.wallchan.com/images/wallpapers/1136-darth-vader-guinness-wallpaper-wallchan-1680x1050.jpg

6. Credit: http://www.imgbase.info/images/safe-wallpapers/miscellaneous/funny/15559_funny_darth_vader.jpg

7. Designing for experience by
identifying customer touchpoints

8. #touchpoints
Wolf Becvar
use the hashtag
HI. twitter.com/wdbecvar
wolfbecvar.com

10. Don’t get me wrong ...

11. I wireframes

12. Wireframes help us ...
• get a clear picture
• focus on each page’s purpose
• no distraction through clutter of color or design
• clear view of what needs to be designed
• get clients involved in the planning process

13. Wireframes are
just one part of
the equation.

14. 1. What are customer touchpoints?
2. Why touchpoints are crucial?
3. How to identify touchpoints?
4. How to translate customer
touchpoints into your UI?

15. 1. What are customer touchpoints?
2. Why touchpoints are crucial?
3. How to identify touchpoints?
4. How to translate customer
touchpoints into your UI?

16. “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)

17. “every point of contact—online and off;
each communication, human resource,
branding, marketing and sales process
initiative creates touchpoints. The quality
of touchpoint experiences drives
perceptions, actions and relationships.”
- Touchpoint Metrics (2003)

18. Touchpoints
=
Interactions

19. Interactive
Marketing
Customer Social
Service Media
Channels
Digital
Experience
Credit: http://incentmedia.files.wordpress.com/2009/10/customer-touch-points.gif

20. UX
Design Dev
CRM
Sales
Branding Marketing

22. •visual design
•interaction design
•information architecture
•user research
YES
Isn’t this?

23. “How do I
improve our
customer
experience?”

24. Credit: http://joshunfried.com/wp-content/uploads/2010/10/wallmart_facebook.jpg

29. "Design is a funny word. Some people think
design means how it looks. But of course,
if you dig deeper, it's really how it
works ...To design something really well,
you have to get it. You have to really grok
what it's all about. It takes a passionate
commitment to really thoroughly
understand something, chew it up, not just
quickly swallow it. Most people don't take
the time to do that."
- Steve Jobs / Wired magazine, 1994

30. 1. What are customer touchpoints?
2. Why touchpoints are crucial?
3. How to identify touchpoints?
4. How to translate customer
touchpoints into your UI?

31. Touchpoints can
make or break a
good experience.

32. WinErr: 001 Windows loaded - System in danger
WinErr: 002 No Error - Yet
WinErr: 003 Dynamic linking error - Your mistake is now i
WinErr: 004 Erroneous error - Nothing is wrong
WinErr: 005 Multitasking attempted - System confused
WinErr: 006 Malicious error - Desqview found on drive
WinErr: 007 System price error - Inadequate money spent o
WinErr: 008 Broken window - Watch out for glass fragments
WinErr: 009 Horrible bug encountered - God knows what has
WinErr: 00A Promotional literature overflow - Mailbox ful
WinErr: 00B Inadequate disk space - Free at least 50MB
WinErr: 00C Memory hog error - More RAM needed. More! Mor
WinErr: 00D Window closed - Do not look outside
WinErr: 00E Window open - Do not look inside
WinErr: 00F Unexplained error - Please tell us how this h
WinErr: 010 Reserved for future mistakes by our developer
WinErr: 011 Window open - Do not look outside
WinErr: 012 Window closed - Do not look insided

33. Credit: http://www.shaanhaider.com/2011/09/windows-8s-blue-screen-of-death-is-new.html

34. Credits: http://businessfinancestore.com/blogs/marketingyourbusiness/files/2011/08/Bad_Customer_Service.jpg

36. Credit: http://www.airbnb.com

37. 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

38. Credit: http://techcrunch.com/

40. Credit: http://www.airbnb.com

41. Credit: http://www.airbnb.com

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. 1. What are customer touchpoints?
2. Why touchpoints are crucial?
3. How to identify touchpoints?
4. How to translate customer
touchpoints into your UI?

48. Touchpoints
evolve from
user insights

49. The customer experience
process starts at the
moment the customer
becomes aware of your
company.

50. Sales Funnel
becomes aware of the product
makes contact with the company
becomes does does
demos or decides to
identifies aware that preliminary gets buy- detailed
short-lists
product/ research of in to research downloads purchase
a solution
service/ product/ purchase of trial
problem product
solution services solution solutions version
exist

51. Map out a
customer
journey

56. Credit: http://fortheloveofbikes.blogspot.com/

58. Credit: http://www.knog.com.au/

59. Credit: http://www.knog.com.au/

60. Credit: http://www.knog.com.au/

61. Credit: http://www.knog.com.au/

62. Credit: http://www.knog.com.au/

63. Credit: http://experiencematters.files.wordpress.com/2009/03/legowheel.png

64. ACTIVITIES •Hears about it from friends or sees it in friends’ home
• Sees it on web, on TV or in magazine
•Ask friends for advice
•Visit stores, ask sales people questions
•Go to retailer
•Talk to sales person
•Open box/packaging
•Look for/read directions
•Read web sites, blogs, magazines for reviews and to •Compare side by side •Confirm all parts are present (e.g. remote)
gain understanding of domain •Compare warranties •Plug in/power TV
•Understand impact on other CE components •Consider extended warranty •Connect components
•Learn jargon, brands •Consider installation service •Test system (e.g. movie, broadcast)
•Look for sales •Adjust TV settings
•Set up mounting hardware
•Place on wall/stand
•Hire professional installer if not doing oneself
•Program remote
•Educate family, friends on use
•Call customer service
•Complete/submit warranty information
MOTIVATIONS
•House remodel/build •Make the best choice/not a bad choice •See different model on sale •Get it finished fast (Busy, excited to see it work)
•Broken TV •Get the best deal •Get out quickly as kids acting up in store • Relish unboxing (but not make it challenging)
•Super Bowl •Satisfy my needs •Sale going on •Avoid frustration
•Wedding gift (life event gift) •Trump my neighbors/friends •Sports event coming up •Don’t hurt back lifting it
•Digital switchover in 2009 •Latest and greatest •New hot model released •Check out the new HD broadcast/DVD
•The “Joneses” got one •Get up to speed •Sales person recommended •Brag to friends
•Children want a TV (hand me down) •Know enough to not get duped by sales person
•Buy DVD or other high tech gear
AWARENESS RESEARCH PURCHASE OOBE
QUESTIONS
•How much? (Can I afford it?) •What is the best? •Do I want it? •Is it damaged? (Inspect packaging, TV. Power on
•What can I get for my budget? •How do I get it home? before placement)
•Is it worth it?
•Is it future proof? •Is it in stock? •Do I need help to set up/install TV?
•Is it an improvement?
•Will it fit in my room/apt? •On sale? •Do I need the directions?
•Is it cool?
•Who can I trust? (Brand, Store, Sales Person) •Should I buy the service warranty? •Do I have every thing I need?
•What will my friends think?
•Does/will it work with my game console, DVD player? •Do I need this? •How do I change the settings?
•Are there hidden costs/things I will need to buy? •Should I buy this? •How do I get the TV paired with the universal remote?
•Will it last? •How much are taxes, shipping and handling costs? •What do I do with my old TV? Remote? Disposal
versus recycle
•Will it go on sale soon? When will prices drop? •Do my old components, cables, etc work with the new
TV? •What do all these inputs/outputs go to?
•Do I have enough information?
•Can I get HDTV?
•What’s important?
•Is it easy to use?
BARRIERS
•Status quo – satisfied with TV •Honest, unbiased reviews •Don’t have desired model in stock •What to do with old furniture?
•Not tech aware or interested •Too much to learn •Unhelpful/ignorant sales person •Move old TV to another room and connect it up. Buy
•No time to do the necessary research •Buyer’s remorse (may revert back to last stage) other components to go with it.
•Analysis paralysis: Too many choices & options •Lingo and acronyms too confusing to make a decision •Too complicated to set up/pair with other components
•Can’t just plug in and watch TV
•Too many directions; instruction booklet is too thick
•No time for an involved set up
Credit: http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html

65. Credit: http://files.thisisservicedesignthinking.com/tisdt_cujoca.pdf

66. Credit: http://creativeperch.com

67. 1. What are customer touchpoints?
2. Why touchpoints are crucial?
3. How to identify touchpoints?
4. How to translate customer
touchpoints into your UI?

68. http://www.hotgloo-v2.com
Casestudy former website

69. “What’s the
purpose of our
website?”

70. Research Concept Build Run
heuristic analysis
content analysis sitemap design
benchmark flowchart <code/> user test
usability test wireframing

71. ?
Customer Journey

74. Identify the needs, the wants
and the how to’s.

75. Benchmark

76. How are our competitors
presenting themselves?
feature oriented
very technical
unemotional
“boring”
focus soly on the app

77. Analyzed Metrics

78. 53%

79. 53% exit rate on
our sign-up page.

80. Home........................... 45%
Pricing overview.......... 53%
Sign-up Step1.............. 23%
Sign-up Step2.............. 5%
Sign-up Step3.............. 5%
Sign-up Step4.............. 22%

84. Evaluated Support
Conversations

86. Conducted a Customer
Satisfaction Survey

87. How long have you been using HotGloo?
31%
49%
9%
10%
Less than 1 month 1 to 6 months
6 months to 1 year More than 1 year

88. How often do you use HotGloo?
24%
15% 39%
10%
9%
3%
Never Once a year Every 2-4 months
Monthly Weekly Daily

89. How did you come accross HotGloo?
10%
9%
17% 42%
16%
5%
1%
Recommended by friends Recommended on a blog
Saw Demo Conference
Searchengine Social-media channels
Banner-Ad Others

90. Why did you choose HotGloo?
5%
10% 17%
simple to use
effective
interactive 19% 11%
responsive
collaborative 18%
17%
2%
Quality Price
Design Customer support
First use experience Accessability
Collaboration Others

91. What do you think about the help section?
Video Tutorials
HotGloo Vimeo Channel
FAQs/Help section
HotGloo Customer Forum
Email Support
0 % 25 % 50 % 75 % 100 %
Didn’t even know Not used yet Not helpful Helpful Very Helpful

92. simple reliable support listening to users
productive
easy access
like the UI
like
easy to use inexpensive
fast
collaborative
good perfomrance fast support

93. feature XX feature XX
feature XX
feature XX
feature XX
feature XX
dislike feature XX
feature XX
feature XX
feature XX
login is too complicated

95. Think aloud!

96. ?

98. sign up landing
page
tour call
to copy
action
website
sign in key Usability
visual
IA
help
contact
pricing
news
twitter letter
facebook
tutorials system
mailing
channels
blog APP
support
customer
forum

99. Step1: Strategy

100. Credit: http://books.verg.es/img/elements_of_ux_5planes.jpg

101. Step2: Theme

103. Step3: Key Visual

108. Step4: Sitemap

110. Step5: Wireframing

111. Credit: http://www.dubberly.com/articles/interactions-the-experience-cycle.html

118. Step4: Design

124. feature XX feature XX
feature XX
feature XX
feature XX
feature XX
dislike feature XX
feature XX
feature XX
feature XX
login is too complicated

128. Ok, but what about
the M in sMart?
page
visits *2
sign
ups *3

129. Wrap up
Identify the needs, the wants, and the how to’s.
Find the key sources, and platforms.
Look for the gap and fill it.
Make your touch points count.

130. The secret Sauce?
Credit: http://www.gallonjug.com/assets/images/secret_sauce.png

131. LI
KE

132. LO
VE

133. “The essential difference
between an emotion and
reason is that emotion leads
to action while reason leads
to conclusion.”
- Donald Calne, Neurologist

134. Good UX means
that everyone
wins.

135. “A beholder must
create his own
experience.”
- John Dewey, Philosopher

136. TAKK.
ping me!
wolfbecvar.com
twitter.com/wdbecvar
hotgloo.com