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The Key to Building Better Products

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The Key to Building Better Products

It’s frustrating when customers don’t respond to your product the way you hope they will, especially when you can’t pinpoint why. So what exactly does it take to move a product from being good to great?

Veröffentlicht in: Technologie
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The Key to Building Better Products

  1. 1. 1 Pragmatic Marketing pragmaticmarketing.com/live The Key to Building Better Products How well do you understand your customer’s user experience (UX)? Peter Hughes Founder & Lead Presenter Ascest LLC
  2. 2. 2 about us Experts in technology product management and product marketing Specialize in training Trained hundreds of thousands of people at thousands of companies since 1993 about us
  3. 3. 3 about us Peter Hughes is the founder and lead presenter at Ascest LLC. For the last 20 years he has worked with organizations such as MetLife, JP Morgan Chase, Hearst Media, Honeywell and Boeing to help them understand the user experience (UX) their products provide and how to improve those experiences for their customers. Ascest is proud to be Pragmatic Marketing’s first training partner for helping products teams develop their UX skills. presenter
  4. 4. 4 pragmaticmarketing.com/live Agenda  Building great products  The concepts you need to know • User experience • Contextual inquiry • Journey mapping  Applying the concepts • Designing your product • Improving product/design team dynamics  Questions
  5. 5. 5 about us Who is responsible for the user experience for your product? poll
  6. 6. 6 pragmaticmarketing.com/live Products You Love
  7. 7. 7 pragmaticmarketing.com/live Why Do You Love Them?
  8. 8. 8 pragmaticmarketing.com/live Why Do You Love Them?
  9. 9. 9 pragmaticmarketing.com/live Why Do You Love Them?
  10. 10. 10 pragmaticmarketing.com/live Why Do You Love Them?
  11. 11. 11 pragmaticmarketing.com/live Why Do You Love Them? Unexpected useful features
  12. 12. 12 pragmaticmarketing.com/live Why Do You Love Them? Unexpected useful features
  13. 13. 13 pragmaticmarketing.com/live Why Do You Love Them? Unexpected useful features
  14. 14. 14 pragmaticmarketing.com/live Are You Leaving Your UX to Chance? Credit: Jeff Kubina - CC BY-SA 2.0
  15. 15. 15 pragmaticmarketing.com/live Elements of a User Experience  Look at online reviews/talk to colleagues  Receive text alerts/ask nurse  Will it work with my camera?  How do I start this car?  It’s frustrating that there isn’t an online option  I’m uncomfortable telling them that
  16. 16. 16 pragmaticmarketing.com/live Elements of a User Experience  Look at online reviews/talk to colleagues  Receive text alerts/ask nurse  Will it work with my camera?  How do I start this car?  It’s frustrating that there isn’t an online option  I’m uncomfortable telling them that
  17. 17. 17 pragmaticmarketing.com/live Elements of a User Experience  Look at online reviews/Talk to colleagues  Receive text alerts/Ask nurse  Will it work with my camera?  How do I start this car?  It’s frustrating that there isn’t an online option  I’m uncomfortable telling them that Touch Points & Activities
  18. 18. 18 pragmaticmarketing.com/live Elements of a User Experience  Look at online reviews/Talk to colleagues  Receive text alerts/Ask nurse  Will it work with my camera?  How do I start this car?  It’s frustrating that there isn’t an online option  I’m uncomfortable telling them that Touch Points & Activities Thinking
  19. 19. 19 pragmaticmarketing.com/live Elements of a User Experience  Look at online reviews/Talk to colleagues  Receive text alerts/Ask nurse  Will it work with my camera?  How do I start this car?  It’s frustrating that there isn’t an online option  I’m uncomfortable telling them that Touch Points & Activities Thinking Feelings
  20. 20. 20 pragmaticmarketing.com/live Phases of the User Experience Credit: eflon - CC BY 2.0  Customer needs cash  Operates ATM  Money delivered
  21. 21. 21 pragmaticmarketing.com/live Phases of the User Experience  Customer needs cash  Operates ATM  Money delivered Triggers Actions Outcomes Credit: eflon - CC BY 2.0
  22. 22. 22 about us Have you spent time physically on-site at your customer’s workplace to watch them work? poll
  23. 23. 23 pragmaticmarketing.com/live Contextual Inquiry Credit: Jeffrey Beall - CC BY-SA 2.0 Credit: frankieleon - CC BY-SA 2.0
  24. 24. 24 pragmaticmarketing.com/live Contextual Inquiry Credit: Allen Gathman - CC BY-SA 2.0
  25. 25. 25 pragmaticmarketing.com/live How It’s Done  Face-to-face interview  30 to 60 minutes  4 to 6 interviews per persona Show-Me-HowTM  3 phases of user experience  Script
  26. 26. 26 pragmaticmarketing.com/live Cautions  Takes longer than you think !
  27. 27. 27 pragmaticmarketing.com/live Cautions  Takes longer than you think  Phone calls aren’t a substitute !
  28. 28. 28 pragmaticmarketing.com/live Cautions  Takes longer than you think  Phone calls aren’t a substitute  Don’t discuss your experiences !
  29. 29. 29 pragmaticmarketing.com/live Cautions  Takes longer than you think  Phone calls aren’t a substitute  Don’t discuss your experiences  Test questions beforehand
  30. 30. 30 pragmaticmarketing.com/live Cautions  Takes longer than you think  Phone calls aren’t a substitute  Don’t discuss your experiences  Test questions beforehand  Accompany design team initially
  31. 31. 31 pragmaticmarketing.com/live Journey Mapping
  32. 32. 32 pragmaticmarketing.com/live Credit: Vašek Vinklát - CC BY 2.0 Credit: Mark Herpel - CC BY 2.0
  33. 33. 33 pragmaticmarketing.com/live Journey Map JOURNEY MAP FOR:
  34. 34. 34 pragmaticmarketing.com/live Journey Map JOURNEY MAP FOR:
  35. 35. 35 pragmaticmarketing.com/live Journey Map JOURNEY MAP FOR:
  36. 36. 36 pragmaticmarketing.com/live Journey Map JOURNEY MAP FOR:
  37. 37. 37 pragmaticmarketing.com/live Journey Map JOURNEY MAP FOR:
  38. 38. 38 pragmaticmarketing.com/live Journey Map JOURNEY MAP FOR:
  39. 39. 39 pragmaticmarketing.com/live Identifying Patterns Triggers Actions Outcomes Show-Me-HowTM Highlight each occurrence of a “thinking” comment in the trigger phase
  40. 40. 40 pragmaticmarketing.com/live Populate Journey Map JOURNEY MAP FOR: Add highest priority thinking patterns to cell
  41. 41. 41 pragmaticmarketing.com/live Cautions  Each persona has one (or more) journey map(s)
  42. 42. 42 pragmaticmarketing.com/live Cautions  Each persona has one (or more) journey map(s)  Only market facts and evidence from your interviews go in blue zone
  43. 43. 43 pragmaticmarketing.com/live Cautions  Each persona has one (or more) journey map(s)  Only market facts and evidence from your interviews go in blue zone  Focus on highest priority patterns
  44. 44. 44 pragmaticmarketing.com/live Using a Journey Map JOURNEY MAP FOR:
  45. 45. 45 pragmaticmarketing.com/live Using a Journey Map JOURNEY MAP FOR:
  46. 46. 46 pragmaticmarketing.com/live Using a Journey Map JOURNEY MAP FOR: • I’m in a rush and there are too many steps. It could be simpler. • Don’t show video ads while I’m doing a transaction. It’s distracting and I don’t want to make a mistake. • There’s no option to leave without a printed receipt. I don’t think it’s safe.
  47. 47. 47 pragmaticmarketing.com/live The Key to Building Better Products Relieving stress points creates deeper bonds between your personas and your products.
  48. 48. 48 pragmaticmarketing.com/live Q&A
  49. 49. 49 about us Rebecca Kalogeris rkalogeris@pragmaticmarketing.com @pragmaticmktg Peter Hughes PM-UX.com/webinar hello@ascest.com PeterEHughes @PeterEHughes Tools & templates used in this webinar contact
  50. 50. Join us for next month’s webinar: Thank You for attending! JAN FEB MAR APR MAY JUN JULY AUG SEP OCT NOV DEC Win/Loss Requirements Collateral Innovation Product Portfolio Stakeholder Communications Distinctive Competencies Referrals & References Customer Retention Market Problems Customer Acquisition Product Profitability Re-Assessing Your Market Assumptions April 18, 1pm EDT

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