Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
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Discover different user-centric methods like context-aware design and user journey mapping.
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Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
- 1. MAP THE EXPERIENCE. CHANGE THE MACHINE. Jean-Sébastien Chouinard, M.Sc. Team Lead – Web Strategy
- 7. HAVE YOU EVER SAID OR HEARD? “Yeah, it’s our website, it’s old and ugly; we are still waiting for the budget to revamp it.” “Don’t trust what’s written on the website, it’s outdated, call the customer service instead.” “In store promotions are not applicable online.”
- 8. OR WORST: “It’s not the role of my department”
- 10. 24 months or 36 months? Added or Cancelled? WTF?
- 11. BAD SERVICE OFFER = NO MONEY 64% of customers switch because of bad customer service It’s more important than price (57%) $4,000 loss per customer Source: Accenture, « High Performance in the Age of Customer Centricity », 2008
- 12. CLIENT IS DEAD, LONG LIVE THE USER Companies must give a significant experience at every touch point. From acquisition to the support phase. It is not a MARKCOMM project, it’s a corporate vision.
- 13. Purchase
- 14. Purchase Usage
- 17. HOW DO WE BECOME USERCENTRIC?
- 18. BEING CONTEXT-AWARE Where? When? How? From Which Support? On Which Network? 18
- 19. BEING LOCATION-AWARE Where? • Is the person in a secure, nosy or dark place? • Is she in public or in private? • Is she on the move? 19
- 20. BEING TIME-AWARE When? • Is she planning an activity? • Is she in the action or she has time to think? 20
- 21. BEING FEELING-AWARE How? • • • • Does she want to be entertained or relaxed? What does she want to fulfill? Is she under pressure, is it an emergency? Is she in control? 21
- 22. BEING CHANNEL-AWARE From Which Support? • What device does she uses? • What are its components? 22
- 23. BEING NETWORK-AWARE On Which Network? • Does she need an Internet connection to accomplish her tasks? • Can she accomplish her tasks locally? 23
- 24. ILLUSTRATE SIGNIFICATIVE USER EXPERIENCE Define users needs and aspirations = Personas Identify touch points and detect weakness = User Journey Map
- 25. PERSONAS + USER JOURNEY MAP “What makes a customer journey map much more powerful than simply delivering personas and scenarios is its ability to highlight the flow of the customer experience…” Source: Flom J., « The Value of Customer Journey Maps: A UX Designer’s Personal Journey », 2011
- 26. USER JOURNEY MAP? It’s like creating a quest.
- 28. USER JOURNEY MAP? Illustrates and structures the interconnections between: • User’s needs • Touch points • Lifecycle • Tasks
- 29. 1. DEFINE • Each stage of the journey • The user’s needs at each stage, and time necessary to fulfill them. • The stakeholders involved: departments, channels, individuals
- 30. 2. PLAN • Different paths that the user can choose • Activities required to meet the demands (what, when, where)
- 31. 3. IDENTIFY • The difference between the users’ expectation and the actual service you provide • Adjustments that have to be done, including cost and schedule • Key Performance Indicators
- 32. Market Research Insight Research 10 users 100 users 10 truths 100 insights
- 40. WHY ARE WE DOING THIS? • To have a better understanding of the user’s state of mind at each interaction with a touch point • To improve collaboration between channels and departments • To present an holistic view of the user across channels and departments • To identify weakness and inconsistencies
- 43. EXAMPLE : STRAVA
- 45. IN A NUTSHELL
- 46. 3 PRINCIPLES OF BRAND DIFFERENTIATION WITH USER EXPERIENCE • Building on user needs before features • Strengthen the brand with every interaction, not just communication and advertising • Consider user experience as a competence, not a function of the company Source: Temkin, « The Customer Experience Journey », Forrester, September 2008
- 48. MERCI! Jean-Sebastien Chouinard, M.Sc Team Lead Web Strategy Adviso.ca
Hinweis der Redaktion
- Ce sont les piliers du contexte. Piliers à la base du solomo. En somme, les systèmes doivent s’adapter à l’amalgame des pilliers composant le contexte. Vous devez considérer ces 5 piliers lorsque vous développez une interface, qu’elle soit mobile ou non, une borne, ou autre.Pour se faire vous devez répondre à quelques questions.http://www.slideshare.net/wasvel/a-context-aware-mobile-social-webpublic-5094705Sensibilité aux contextes = s’adapte aux besoins de l’utilisateur dans n’importe quelle situation.«ContextAwareness = adapts to user needs in anygiven situation/context.»