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GIANT CONFERENCE 2014
BEYOND PERSONAS:
CREATING A “RAD” IMMERSIVE
CUSTOMER EXPERIENCE
@MICHELEMARUT
IMPROVE OUR
CUSTOMERS’ FINANCIAL
LIVES SO PROFOUNDLY…
THEY CAN’T IMAGINE
GOING BACK TO THE OLD
WAY
INTUIT MISSION
The Ask
THE ASK
Must address
_strategy
_customer pain points
CREATE AN INTERACTIVE DEMO FOR THE CEO
NO POWERPOINT!
GETTING STARTED
PERSONA ELEMENTS
Background
_Mix of retail and service
_Has 3 employees
_Been in business for 3 years
Tools Used
_Excel
_C...
A SCRIPT
CREATE THE
CUSTOMER’S SHOES
PUTTING REAL
CUSTOMERS IN
THE CUSTOMERS’
SHOES
REAL “INVENTORY”
“HACKED” USABILITY LAB
The reward for this hard work was to watch real small
business owners trying these prototypes during lab
sessions and aski...
WALK IN THE
CUSTOMERS’ SHOES
(AKA EATING OUR OWN DOGFOOD)
TEAM WORK SESSION
LIVE DEMOS
NO LOGO
OMG!
HELEN’S HABITAT’S
MOVED TO A BIGGER
AND BETTER
LOCATION
STAKEHOLDERS AS CUSTOMERS
WHAT WE DID
Created the customers shoes
Put customers in those customer shoes
Put the team in the customer shoes (aka
eat ...
Stakeholder support
A better product
Increase in morale
Wide range of uses
IMPROVED OUR
OUR LIVES SO
PROFOUNDLY…
WE CAN’T IMAGINE GOING
BACK TO THE OLD WAY
OUR EXPERIENCE
Stock image $30
Printed on company
plotter - FREE
Bookshelves and desk
in room - FREE
“Donated” or
“borrowed” items FREE
P...
LEARN MORE
Watch a video of the room and get other details here -
http://awards.designforexperience.com/gallery/2013/prom
...
@MICHELEMARUT
THANK YOU!
Marut immersive
Marut immersive
Marut immersive
Marut immersive
Marut immersive
Marut immersive
Marut immersive
Marut immersive
Marut immersive
Marut immersive
Marut immersive
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Marut immersive

  1. 1. GIANT CONFERENCE 2014 BEYOND PERSONAS: CREATING A “RAD” IMMERSIVE CUSTOMER EXPERIENCE @MICHELEMARUT
  2. 2. IMPROVE OUR CUSTOMERS’ FINANCIAL LIVES SO PROFOUNDLY… THEY CAN’T IMAGINE GOING BACK TO THE OLD WAY INTUIT MISSION
  3. 3. The Ask THE ASK Must address _strategy _customer pain points CREATE AN INTERACTIVE DEMO FOR THE CEO
  4. 4. NO POWERPOINT!
  5. 5. GETTING STARTED
  6. 6. PERSONA ELEMENTS Background _Mix of retail and service _Has 3 employees _Been in business for 3 years Tools Used _Excel _Cash register _Credit card terminal
  7. 7. A SCRIPT
  8. 8. CREATE THE CUSTOMER’S SHOES
  9. 9. PUTTING REAL CUSTOMERS IN THE CUSTOMERS’ SHOES
  10. 10. REAL “INVENTORY”
  11. 11. “HACKED” USABILITY LAB
  12. 12. The reward for this hard work was to watch real small business owners trying these prototypes during lab sessions and asking questions like “when can I have it?” Tim Beschastnov Sr. Product Development Manager
  13. 13. WALK IN THE CUSTOMERS’ SHOES (AKA EATING OUR OWN DOGFOOD)
  14. 14. TEAM WORK SESSION
  15. 15. LIVE DEMOS
  16. 16. NO LOGO
  17. 17. OMG!
  18. 18. HELEN’S HABITAT’S MOVED TO A BIGGER AND BETTER LOCATION
  19. 19. STAKEHOLDERS AS CUSTOMERS
  20. 20. WHAT WE DID Created the customers shoes Put customers in those customer shoes Put the team in the customer shoes (aka eat our own dogfood)
  21. 21. Stakeholder support A better product Increase in morale Wide range of uses
  22. 22. IMPROVED OUR OUR LIVES SO PROFOUNDLY… WE CAN’T IMAGINE GOING BACK TO THE OLD WAY OUR EXPERIENCE
  23. 23. Stock image $30 Printed on company plotter - FREE Bookshelves and desk in room - FREE “Donated” or “borrowed” items FREE Props $35
  24. 24. LEARN MORE Watch a video of the room and get other details here - http://awards.designforexperience.com/gallery/2013/prom oting-empathy-for-users/intuit
  25. 25. @MICHELEMARUT THANK YOU!
  • bionecron

    Oct. 7, 2019
  • jeffzias1

    Jun. 19, 2014
  • UserTestingDotCom

    Jun. 18, 2014
  • gbaskarindia

    Jun. 15, 2014

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