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Beyond Personas: Creating an Immersive Customer Experience

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Presented at ConveyUX 2014

Our team had a problem that a single prototype/demo could not address: Illustrating customer pain points across multiple touch points (mobile and web) and showing the experience of our ultimate vision for delighting our customers. Instead of a conference room demo, our team tore down our war room and built a realistic store environment. We brought stakeholders and customers through the experience one at a time to test our vision, combining role-playing and storytelling to act out scenarios. By creating this immersive experience we successfully established an emotional connection between our users and team, gained leadership support and influenced teams across Intuit. You will learn:
How to create an immersive customer experience
How to frame the strategy to get stakeholder buy-in
How to influence the team to participate in customer empathy activities

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Beyond Personas: Creating an Immersive Customer Experience

  1. 1. OUR MISSION IMPROVE OUR CUSTOMERS’ FINANCIAL LIVES SO PROFOUNDLY… THEY CAN’T IMAGINE GOING BACK TO THE OLD WAY
  2. 2. THE ASK The Ask CREATE AN INTERACTIVE DEMO FOR THE CEO (IN TWO WEEKS*) Must address _strategy _customer pain points
  3. 3. NO POWERPOINT!
  4. 4. GETTING STARTED
  5. 5. PERSONA MATERIALS Background _Mix of retail and service _Has 3 employees _Been in business for 3 years Tools Used _Excel _Cash register _Credit card terminal
  6. 6. A SCRIPT
  7. 7. CREATE THE CUSTOMER’S SHOES
  8. 8. PUT REAL LIFE CUSTOMERS IN THE CUSTOMERS’ SHOES
  9. 9. REAL “INVENTORY”
  10. 10. “HACKED” USABILITY LAB
  11. 11. The reward for this hard work was to watch real small business owners trying these prototypes during lab sessions and asking “when can I have it?” questions. Tim Beschastnov Sr. Product Development Manager
  12. 12. WALK IN THE CUSTOMERS’ SHOES (AKA EATING OUR OWN DOGFOOD)
  13. 13. TEAM WORK SESSION
  14. 14. LIVE DEMOS
  15. 15. NO LOGO
  16. 16. OMG!
  17. 17. HELEN’S HABITAT’S MOVED TO A BIGGER AND BETTER LOCATION
  18. 18. STAKEHOLDERS AS CUSTOMERS
  19. 19. IN SUMMARY Created the customers shoes Put customers in those customer shoes Put the team in the customer shoes (aka eat our own dogfood)
  20. 20. Increase in morale A permanent space Stakeholder Support Use on other projects
  21. 21. OUR EXPERIENCE IMPROVED OUR LIVES SO PROFOUNDLY… WE CAN’T IMAGINE GOING BACK TO THE OLD WAY
  22. 22. Stock image $30 Printed on company plotter - FREE “Donated” or “borrowed” items FREE Props $35 Bookshelves and desk in room - FREE
  23. 23. THANK YOU! MICHELE_MARUT@INTUIT.COM
  • AmberHamptonGreene

    Jun. 21, 2016
  • trent.mankelow

    Aug. 21, 2014
  • agucampos

    Feb. 22, 2014
  • thatpaul

    Feb. 9, 2014

Presented at ConveyUX 2014 Our team had a problem that a single prototype/demo could not address: Illustrating customer pain points across multiple touch points (mobile and web) and showing the experience of our ultimate vision for delighting our customers. Instead of a conference room demo, our team tore down our war room and built a realistic store environment. We brought stakeholders and customers through the experience one at a time to test our vision, combining role-playing and storytelling to act out scenarios. By creating this immersive experience we successfully established an emotional connection between our users and team, gained leadership support and influenced teams across Intuit. You will learn: How to create an immersive customer experience How to frame the strategy to get stakeholder buy-in How to influence the team to participate in customer empathy activities

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