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SOME THINGS
YOU CAN’T
WIREFRAMEWolf Becvar
@wdbecvar
webexpo
2013
Ahoj
hotgloo.com
@wdbecvar
WOLF BECVAR
USER
EXPERIENCE
DESIGN
Tweet me @wdbecvar 
Can experience
be designed?
Credit: http://gigjets.com/wp-content/uploads/2012/11/Apple-Maps-Remedy.jpg
Credit: http://static.androidnext.de/apple-maps.jpg
Credit: http://www.blogcdn.com/travel.aol.co.uk/media/2012/05/pa-13451882.jpg
Credit: Richard Baker http://i.dailymail.co.uk/i/pix/2010/12/07/article-1336571-0C5E514A000005DC-166_634x402.jpg
HACK
Credit: http://p.twimg.com/AxjYgoRCMAEcQL5.jpg:large
Tweet me @wdbecvar 
HACK
Tweet me @wdbecvar 
HACK
Usability is not everything.
“If usability engineers designed a
nightclub, it would be clean, quiet,
brightly lit, with lots of places to sit
down, ple...
Tweet me @wdbecvar 
1. What are customer touchpoints?
2. Why touchpoints matter?
3. How to identify/improve touchpoints?
4...
Tweet me @wdbecvar 
1.
What are
customer
touchpoints?
Tweet me @wdbecvar 
DESIGN
Tweet me @wdbecvar 
CONTEXT
Tweet me @wdbecvar 
“[...] every point in time the
customer touches or connects with
your company throughout the entire
pr...
Tweet me @wdbecvar 
“[...] every point of contact -
online and off each
communication, human
resource, branding, marketing...
Tweet me @wdbecvar 
The quality of touchpoint
experiences drives perceptions,
actions and relationships.”
- Touchpoint Met...
Touchpoints
=
Interactions
Customer
Service
Social
Media
Channels
Interactive
Marketing
Digital
Experience
Credit: http://incentmedia.files.wordpress...
Tweet me @wdbecvar 
How do I improve
our customer
experience?
Tweet me @wdbecvar 
Tweet me @wdbecvar 
Tweet me @wdbecvar Credit: http://joshunfried.com/wp-content/uploads/2010/10/wallmart_facebook.jpg
Credit: http://www.rapha.cc
Credit: http://www.rapha.cc
Credit: http://techcrunch.com/
Credit: http://www.rapha.cc
Tweet me @wdbecvar 
2.
Why
touchpoints
matter?
Tweet me @wdbecvar 
Touchpoints
make or break
a good experience.
Credit: http://www.airbnb.com
Tweet me @wdbecvar 
“We connect people who have space to
spare with those who are looking for a place
to stay. Guests can ...
Credit: http://techcrunch.com/
Credit: http://techcrunch.com/
Credit: http://techcrunch.com/
Credit: http://techcrunch.com/
Credit: http://techcrunch.com/
Credit: http://techcrunch.com/2011/07/31/another-airbnb-victim-tells-his-story-there-were-meth-pipes-everywhere/
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
Tweet me @wdbecvar 
3.
How to identify/
improve customer
touchpoints?
Tweet me @wdbecvar 
Touchpoints evolve
from user insights
Credit: http://wvs.topleftpixel.com/photos/2013/05/lego_heads_01...
Tweet me @wdbecvar 
RESEARCH
Credit:http://www.scifinow.co.uk/wp-content/uploads/2013/02/sleepy-hollow-765071l.png
Credit: http://2.bp.blogspot.com/-nbAoHKQqGcM/TYouAEwFE0I/AAAAAAAABvU/y7JW7o5-zlM/s1600/IMG_3872.JPG
Don’t just scratch
th...
It’s about the
INSIGHTS
Credit: http://lh3.ggpht.com/-G6C6bHMPsvI/UB9GDxBMKII/AAAAAAAAABU/aA0j_eJ7sBE/swim_with_sharks.jpeg
Tweet me @wdbecvar 
Research Concept Build
customer surveys
benchmark
usability testing
stakeholder
interviews
experience ...
Tweet me @wdbecvar 
The customer experience
process starts at the
moment the customer
becomes aware of your
company.
Tweet me @wdbecvar 
Map out a
customer
journey
Tweet me @wdbecvar 
•documents individual user NEEDS.
•illustrates INTERACTIONS, necessary to
fulfill needs.
•EMOTIONAL ST...
Tweet me @wdbecvar 
•Encourage conversation and collaboration.
•Highlight the flow of the customer
experience.
•Enable sta...
Credit: http://1.bp.blogspot.com/-Mhb5PF-QDSc/T0YcPZ_EVzI/AAAAAAAAFxo/FjJcHYw9wo0/s1600/Lego.jpg
“We understand what is
and what is not important
to the customer in that
experience and then we
design a WOW experience
to...
Credit: http://www.youtube.com/watch?v=PGu0N3eL2D0&feature=share&list=PL5C0ACAA52256A6A6
Tweet me @wdbecvar 
Credit: http://experiencematters.files.wordpress.com/2009/03/legowheel.png
Tweet me @wdbecvar 
•Formal approach to describing experiences.
•Starts with the description of a specific
customer.
•Life...
Credit: http://adaptivepath.com/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf
Credit: http://adaptivepath.com/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf
tour
sign up
sign in
help
contact
pricing
landing
page
copy
key
visual
call
to
action
IA
support
system
mailing
facebook
b...
Tweet me @wdbecvar 
4.
How to translate
touchpoints into
a project?
Tweet me @wdbecvar Credit: http://img.geocaching.com/cache/35db4b04-246a-43c9-833f-231be7c75507.jpg
Tweet me @wdbecvar 
Break down the silos
Credit: http://www.michal-silosy.pl/nowa/download/tapeta1280x960.jpg
Tweet me @wdbecvar 
Can experience
be designed?
Tweet me @wdbecvar 
TEAMWORK
Credit: http://www.independent.co.uk/incoming/article8604460.ece/BINARY/original/Team-Sky.jpg
Tweet me @wdbecvar 
“A beholder must
create his own
experience.”
- John Dewey, Philosopher
THANK YOU
@wdbecvar
PS: I’m very interested in new hacks :)
If you spot one make sure to tag them
#hackspotter
Tweet me @wdbecvar 
Q&As
Tweet me @wdbecvar 
LINKLIST
•http://uxmag.com/articles/6-disciplines-for-reaching-customer-
experience-maturity
•http://u...
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
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Some Things You Can't Wireframe

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Wireframes are great for structuring content and demoing concepts. They help us think about important user experience aspects upfront. We can lay out and test-drive something in almost no time. We can gather feedback and iterate over and over. But here is something they can't: wireframes can't deliver the full experience.

This talk is not about wireframes it's about how to identify and apply customer touch points throughout a service. You will witness different approaches on how to design for experience. Which UX methods help us to identify and apply touch points? You will walk away from this talk with a flair for transforming your visitors into customers and a better understanding of the magic behind turning a like into love.

Veröffentlicht in: Design, Technologie, Business
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Some Things You Can't Wireframe

  1. 1. SOME THINGS YOU CAN’T WIREFRAMEWolf Becvar @wdbecvar webexpo 2013
  2. 2. Ahoj hotgloo.com @wdbecvar WOLF BECVAR
  3. 3. USER EXPERIENCE DESIGN
  4. 4. Tweet me @wdbecvar  Can experience be designed?
  5. 5. Credit: http://gigjets.com/wp-content/uploads/2012/11/Apple-Maps-Remedy.jpg
  6. 6. Credit: http://static.androidnext.de/apple-maps.jpg
  7. 7. Credit: http://www.blogcdn.com/travel.aol.co.uk/media/2012/05/pa-13451882.jpg
  8. 8. Credit: Richard Baker http://i.dailymail.co.uk/i/pix/2010/12/07/article-1336571-0C5E514A000005DC-166_634x402.jpg
  9. 9. HACK Credit: http://p.twimg.com/AxjYgoRCMAEcQL5.jpg:large
  10. 10. Tweet me @wdbecvar 
  11. 11. HACK
  12. 12. Tweet me @wdbecvar  HACK
  13. 13. Usability is not everything.
  14. 14. “If usability engineers designed a nightclub, it would be clean, quiet, brightly lit, with lots of places to sit down, plenty of bartenders, menus written in 18-point sans-serif, and easy to find bathrooms. But nobody would be there. They would all be down the street at Coyote Ugly pouring beer on each other.” - Joel Spolsky
  15. 15. Tweet me @wdbecvar  1. What are customer touchpoints? 2. Why touchpoints matter? 3. How to identify/improve touchpoints? 4. How to translate customer touchpoints into a project? 5. Q & As
  16. 16. Tweet me @wdbecvar  1. What are customer touchpoints?
  17. 17. Tweet me @wdbecvar  DESIGN
  18. 18. Tweet me @wdbecvar  CONTEXT
  19. 19. Tweet me @wdbecvar  “[...] every point in time the customer touches or connects with your company throughout the entire product/service delivery; pre-, during and post-purchase.” - Touchpoint Experience (2004)
  20. 20. Tweet me @wdbecvar  “[...] every point of contact - online and off each communication, human resource, branding, marketing and sales process initiative creates touchpoints ...
  21. 21. Tweet me @wdbecvar  The quality of touchpoint experiences drives perceptions, actions and relationships.” - Touchpoint Metrics (2003)
  22. 22. Touchpoints = Interactions
  23. 23. Customer Service Social Media Channels Interactive Marketing Digital Experience Credit: http://incentmedia.files.wordpress.com/2009/10/customer-touch-points.gif
  24. 24. Tweet me @wdbecvar  How do I improve our customer experience?
  25. 25. Tweet me @wdbecvar 
  26. 26. Tweet me @wdbecvar 
  27. 27. Tweet me @wdbecvar Credit: http://joshunfried.com/wp-content/uploads/2010/10/wallmart_facebook.jpg
  28. 28. Credit: http://www.rapha.cc
  29. 29. Credit: http://www.rapha.cc
  30. 30. Credit: http://techcrunch.com/ Credit: http://www.rapha.cc
  31. 31. Tweet me @wdbecvar  2. Why touchpoints matter?
  32. 32. Tweet me @wdbecvar  Touchpoints make or break a good experience.
  33. 33. Credit: http://www.airbnb.com
  34. 34. Tweet me @wdbecvar  “We connect people who have space to spare with those who are looking for a place to stay. Guests can build real connections with their hosts, gain access to distinctive spaces, and immerse themselves in the culture of their destinations ...” - airbnb.com
  35. 35. Credit: http://techcrunch.com/
  36. 36. Credit: http://techcrunch.com/
  37. 37. Credit: http://techcrunch.com/
  38. 38. Credit: http://techcrunch.com/
  39. 39. Credit: http://techcrunch.com/
  40. 40. Credit: http://techcrunch.com/2011/07/31/another-airbnb-victim-tells-his-story-there-were-meth-pipes-everywhere/
  41. 41. Credit: http://www.airbnb.com
  42. 42. Credit: http://www.airbnb.com
  43. 43. Credit: http://www.airbnb.com
  44. 44. Credit: http://www.airbnb.com
  45. 45. Credit: http://www.airbnb.com
  46. 46. Credit: http://www.airbnb.com
  47. 47. Credit: http://www.airbnb.com
  48. 48. Tweet me @wdbecvar  3. How to identify/ improve customer touchpoints?
  49. 49. Tweet me @wdbecvar  Touchpoints evolve from user insights Credit: http://wvs.topleftpixel.com/photos/2013/05/lego_heads_01.jpg
  50. 50. Tweet me @wdbecvar  RESEARCH Credit:http://www.scifinow.co.uk/wp-content/uploads/2013/02/sleepy-hollow-765071l.png
  51. 51. Credit: http://2.bp.blogspot.com/-nbAoHKQqGcM/TYouAEwFE0I/AAAAAAAABvU/y7JW7o5-zlM/s1600/IMG_3872.JPG Don’t just scratch the surface
  52. 52. It’s about the INSIGHTS Credit: http://lh3.ggpht.com/-G6C6bHMPsvI/UB9GDxBMKII/AAAAAAAAABU/aA0j_eJ7sBE/swim_with_sharks.jpeg
  53. 53. Tweet me @wdbecvar  Research Concept Build customer surveys benchmark usability testing stakeholder interviews experience maps user test sitemap flowchart wireframing design <code/> Run
  54. 54. Tweet me @wdbecvar  The customer experience process starts at the moment the customer becomes aware of your company.
  55. 55. Tweet me @wdbecvar  Map out a customer journey
  56. 56. Tweet me @wdbecvar  •documents individual user NEEDS. •illustrates INTERACTIONS, necessary to fulfill needs. •EMOTIONAL STATES a user experiences throughout the process. Customer Journey Map Credits: Chris Risdon
  57. 57. Tweet me @wdbecvar  •Encourage conversation and collaboration. •Highlight the flow of the customer experience. •Enable stakeholders to discuss opportunities to improve CX. Key Benefits Credits: Chris Risdon
  58. 58. Credit: http://1.bp.blogspot.com/-Mhb5PF-QDSc/T0YcPZ_EVzI/AAAAAAAAFxo/FjJcHYw9wo0/s1600/Lego.jpg
  59. 59. “We understand what is and what is not important to the customer in that experience and then we design a WOW experience to improve it.” - Richard Sollery, Senior Director of Consumer Experiences, LEGO
  60. 60. Credit: http://www.youtube.com/watch?v=PGu0N3eL2D0&feature=share&list=PL5C0ACAA52256A6A6
  61. 61. Tweet me @wdbecvar  Credit: http://experiencematters.files.wordpress.com/2009/03/legowheel.png
  62. 62. Tweet me @wdbecvar  •Formal approach to describing experiences. •Starts with the description of a specific customer. •Life cycle of experiences: before, during & after. •Easy to use and simple to understand.
  63. 63. Credit: http://adaptivepath.com/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf
  64. 64. Credit: http://adaptivepath.com/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf
  65. 65. tour sign up sign in help contact pricing landing page copy key visual call to action IA support system mailing facebook blog APP twitter customer forum tutorials news letter Usability website channels
  66. 66. Tweet me @wdbecvar  4. How to translate touchpoints into a project?
  67. 67. Tweet me @wdbecvar Credit: http://img.geocaching.com/cache/35db4b04-246a-43c9-833f-231be7c75507.jpg
  68. 68. Tweet me @wdbecvar  Break down the silos Credit: http://www.michal-silosy.pl/nowa/download/tapeta1280x960.jpg
  69. 69. Tweet me @wdbecvar  Can experience be designed?
  70. 70. Tweet me @wdbecvar  TEAMWORK Credit: http://www.independent.co.uk/incoming/article8604460.ece/BINARY/original/Team-Sky.jpg
  71. 71. Tweet me @wdbecvar  “A beholder must create his own experience.” - John Dewey, Philosopher
  72. 72. THANK YOU @wdbecvar PS: I’m very interested in new hacks :) If you spot one make sure to tag them #hackspotter
  73. 73. Tweet me @wdbecvar  Q&As
  74. 74. Tweet me @wdbecvar  LINKLIST •http://uxmag.com/articles/6-disciplines-for-reaching-customer- experience-maturity •http://uxmag.com/articles/experience-maps-identify-inefficiencies- and-opportunities •http://uxmag.com/topics/customer-experience •http://uxmag.com/articles/6-disciplines-for-reaching-customer- experience-maturity •http://www.useit.com/papers/heuristic/heuristic_list.html •http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html •http://www.dubberly.com/articles/interactions-the-experience- cycle.html •http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience- map

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