The UX Proof Points workshop helps participants explore UX and learn by doing with exercises using the UX Proof Points model. UX Proof Points are a set of seven moments, or inflection points, that can either make or break the user experience. 1.First Awareness 2.First Touch/Use 3.Purchase 4.Out-of-the-Box 5.Installation/Setup 6.Daily Use 7.Refresh/Recycle This mini-workshop was held at Product Camp Dallas 2018

1. @danielwalsh
Leverage Seven Proof Points
to Improve the User Experience of
Your Product or Service
March 2018
Daniel Walsh

2. Copyright © 2018 nuCognitive. All rights reserved.2
Our Shared Purpose For Today’s Session
Enable you to concisely explain what a user experience is
Know how to use the seven Proof Points to evaluate the UX of a product or service
Be able to use the UX Proof Points to deliver more compelling products or services
@danielwalsh

3. What Do We Mean By “User Experience”?
Customers, Buyers, Users, End Users
3 Copyright © 2018 nuCognitive. All rights reserved.
How you would define “user experience” ?

4. What Do We Mean By “User Experience”?
User experience is defined as the thoughts,
attitudes, emotions, and perceptions of an
individual before, during, and after use of a
system.*
4 Copyright © 2018 nuCognitive. All rights reserved.
*Reference: Similar to definition found in international standard on ergonomics of human system interaction, ISO 9241-210

5. User experience Proof Points are a set of key
moments or inflection points that can either
make or break the user experience.
UX Proof Points may have been inspired by
Procter & Gamble Moments of Truth1
A moment of truth2 is the moment when a user
interacts with a brand, product, or service to form
or change an impression about that particular
brand, product or service
5 Copyright © 2018 nuCognitive. All rights reserved.
1. Reference: A.G. Lafley Chairman, President & CEO of Procter & Gamble coined two Moments of Truth in 20052
2. Moment of Truth was introduced in the 1980s by Jan Carlzon

6. 6 Copyright © 2018 nuCognitive. All rights reserved.
1. First
Awareness
2. First Touch or
Use
3. Purchase
4. Out of Box
5. Installation
and Setup
6. Daily Use
7. Refresh or
Recycle
Product UX
Proof Points
@danielwalsh

7. 7 Copyright © 2018 nuCognitive. All rights reserved.
1. First
Awareness
2. Purchase
3. Pre-Service
Preparation
4. First Touch or
Onboarding
5. Service
Delivery
6. Last Touch or
Departure
7. Post-Service
Follow Up
Service UX
Proof Points
@danielwalsh

8. References
Carlzon, Jon. Moments of Truth. 1989.
Grundy ,Terry. “Understanding Moments of Truth: The Key Link to Improve Patient Satisfaction,” Press Ganey.
Hyken, Shep. “The New Moment Of Truth In Business,” Forbes, 2016.
Zero Moment of Truth (ZMOT) Handbook and think with Google ZMOT website
IBM Design Language: Six universal experiences https://www.ibm.com/design/language/experience
Heath, Chip and Dan. The Power of Moments. 2017.
Relationship Marketing and Customer Relationship Management by Annekie Brink & Adele Berndt
8 Copyright © 2018 nuCognitive. All rights reserved. @danielwalsh

9. Copyright © 2018 nuCognitive. All rights reserved.9
Q&A
Feel free to follow up with us at
daniel.walsh@nuCognitive.com
@danielwalsh
Our Shared Purpose For Today’s Workshop
Enable you to concisely explain what a user experience is
Know how to use the seven Proof Points to evaluate the UX of a product or service
Be able to use the UX Proof Points to deliver more compelling products or services
http://bit.ly/walshslides

10. ½ Day Workshop Outline
Introductions
Defining a User Experience
User Experience Proof Points
Evaluation Exercise
• In teams of five to ten people, select a product or service to evaluate
from the list provided (e.g. Nest, Keurig, Uber)
• Use each of the seven UX Proof Points to evaluate the product
against the competition
Improvement Exercise
• Select a UX Proof Point to improve
• As individuals, brainstorm three to five ideas for “How might we…”
• Affinity group and vote on the top ideas
Exercise debrief
Summary Q&A
Next Steps
10 Copyright © 2018 nuCognitive. All rights reserved.