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UXPA BOSTON 2014
BEYOND PERSONAS:
CREATING AN IMMERSIVE
CUSTOMER EXPERIENCE
Michele Marut and Duncan Wannamaker
IMPROVE OUR
CUSTOMERS’ FINANCIAL
LIVES SO PROFOUNDLY…
THEY CAN’T IMAGINE
GOING BACK TO THE OLD
WAY
INTUIT MISSION
BACKGROUND
Goal
My role
• Product Manager (PM)
• RDP
POINT OF SALE (POS) DEFINED
STRATEGY
Mobile? New Opportunity Desktop?
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...
TELL ME, I’LL FORGET
SHOW ME, I’LL REMEMBER
INVOLVE ME, I’LL UNDERSTAND
- Chinese proverb
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
...
MICHELE MARUT
MICHELE_MARUT@INTUIT.COM
@MICHELEMARUT
THANK YOU!
DUNCAN WANNAMAKER
DUNCAN_WANNAMAKER@INTUIT.COM
@JDWANNAMAK...
Beyond Personas: Creating an Immersive Customer Experience - UXPA Boston Conference
Beyond Personas: Creating an Immersive Customer Experience - UXPA Boston Conference
Beyond Personas: Creating an Immersive Customer Experience - UXPA Boston Conference
Beyond Personas: Creating an Immersive Customer Experience - UXPA Boston Conference
Beyond Personas: Creating an Immersive Customer Experience - UXPA Boston Conference
Beyond Personas: Creating an Immersive Customer Experience - UXPA Boston Conference
Beyond Personas: Creating an Immersive Customer Experience - UXPA Boston Conference
Beyond Personas: Creating an Immersive Customer Experience - UXPA Boston Conference
Beyond Personas: Creating an Immersive Customer Experience - UXPA Boston Conference
Beyond Personas: Creating an Immersive Customer Experience - UXPA Boston Conference
Beyond Personas: Creating an Immersive Customer Experience - UXPA Boston Conference
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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, we decided to tear down our “war room” and built a realistic store environment-- complete with a store name, logo, a working cash drawer and a receipt printer. 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. We were then able to show how the experience would look using our proposed solution, which brought the whole story to life in front of the audience’s eyes. By creating this immersive experience we successfully established an emotional connection between our users and team, gained leadership support and influenced teams across Intuit.

Outcomes included:
Leadership support. We ultimately took 100+ people (including the CEO and 15 other executive leaders) through the experience. Leaders were even telling out story.
“Eating our own dogfood.” Because we used a realistic set-up and a variety of products - the team experienced issues (like missing steps and error messages) the customer might have and strengthened their empathy for the customer.
Customer backed changes to the design
Increase in the team’s morale and engagement with the project
Influencing other teams and even the usability lab to create realistic small business environments

Audience takeaways will include tips on how to:
How to how to create an immersive experience that makes personas come to life for the team
How to influence the team and stakeholders to participate in the experience
Unique ways of testing a multi-device experience
How to do all of this with a limited budget and resources

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Beyond Personas: Creating an Immersive Customer Experience - UXPA Boston Conference

  1. 1. UXPA BOSTON 2014 BEYOND PERSONAS: CREATING AN IMMERSIVE CUSTOMER EXPERIENCE Michele Marut and Duncan Wannamaker
  2. 2. IMPROVE OUR CUSTOMERS’ FINANCIAL LIVES SO PROFOUNDLY… THEY CAN’T IMAGINE GOING BACK TO THE OLD WAY INTUIT MISSION
  3. 3. BACKGROUND Goal My role • Product Manager (PM) • RDP
  4. 4. POINT OF SALE (POS) DEFINED
  5. 5. STRATEGY Mobile? New Opportunity Desktop?
  6. 6. The Ask THE ASK Must address _strategy _customer pain points CREATE AN INTERACTIVE DEMO FOR THE CEO
  7. 7. NO POWERPOINT!
  8. 8. GETTING STARTED
  9. 9. 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
  10. 10. TELL ME, I’LL FORGET SHOW ME, I’LL REMEMBER INVOLVE ME, I’LL UNDERSTAND - Chinese proverb
  11. 11. A SCRIPT
  12. 12. CREATE THE CUSTOMER’S SHOES
  13. 13. PUTTING REAL CUSTOMERS IN THE CUSTOMERS’ SHOES
  14. 14. REAL “INVENTORY”
  15. 15. “HACKED” USABILITY LAB
  16. 16. 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
  17. 17. WALK IN THE CUSTOMERS’ SHOES (AKA EATING OUR OWN DOGFOOD)
  18. 18. TEAM WORK SESSION
  19. 19. LIVE DEMOS
  20. 20. NO LOGO
  21. 21. OMG!
  22. 22. HELEN’S HABITAT’S MOVED TO A BIGGER AND BETTER LOCATION
  23. 23. STAKEHOLDERS AS CUSTOMERS
  24. 24. 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)
  25. 25. Stakeholder support A better product Increase in morale Wide range of uses
  26. 26. IMPROVED OUR OUR LIVES SO PROFOUNDLY… WE CAN’T IMAGINE GOING BACK TO THE OLD WAY OUR EXPERIENCE
  27. 27. Stock image $30 Printed on company plotter - FREE Bookshelves and desk in room - FREE “Donated” or “borrowed” items FREE Props $35
  28. 28. 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
  29. 29. MICHELE MARUT MICHELE_MARUT@INTUIT.COM @MICHELEMARUT THANK YOU! DUNCAN WANNAMAKER DUNCAN_WANNAMAKER@INTUIT.COM @JDWANNAMAKER
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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, we decided to tear down our “war room” and built a realistic store environment-- complete with a store name, logo, a working cash drawer and a receipt printer. 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. We were then able to show how the experience would look using our proposed solution, which brought the whole story to life in front of the audience’s eyes. By creating this immersive experience we successfully established an emotional connection between our users and team, gained leadership support and influenced teams across Intuit. Outcomes included: Leadership support. We ultimately took 100+ people (including the CEO and 15 other executive leaders) through the experience. Leaders were even telling out story. “Eating our own dogfood.” Because we used a realistic set-up and a variety of products - the team experienced issues (like missing steps and error messages) the customer might have and strengthened their empathy for the customer. Customer backed changes to the design Increase in the team’s morale and engagement with the project Influencing other teams and even the usability lab to create realistic small business environments Audience takeaways will include tips on how to: How to how to create an immersive experience that makes personas come to life for the team How to influence the team and stakeholders to participate in the experience Unique ways of testing a multi-device experience How to do all of this with a limited budget and resources

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