Post on 17-Aug-2014
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SOME THINGSYOU CAN’TWIREFRAMEWolf Becvar@wdbecvar
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@wdbecvar
WOLF BECVAR
USER EXPERIENCE DESIGN
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Can experience be designed?
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Credit: Richard Baker http://i.dailymail.co.uk/i/pix/2010/12/07/article-1336571-0C5E514A000005DC-166_634x402.jpg
HACKCredit: http://p.twimg.com/AxjYgoRCMAEcQL5.jpg:large
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HACK
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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, 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
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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
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1. What are customer touchpoints?
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DESIGN
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CONTEXT
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“[...] 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)
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“[...] every point of contact - online and off each communication, human resource, branding, marketing and sales process initiative creates touchpoints ...
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The quality of touchpoint experiences drives perceptions, actions and relationships.”
- Touchpoint Metrics (2003)
Touchpoints =
Interactions
Customer Service
SocialMedia
Channels
InteractiveMarketing
Digital Experience
Credit: http://incentmedia.files.wordpress.com/2009/10/customer-touch-points.gif
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How do I improve our customer experience?
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Credit: http://techcrunch.com/Credit: http://www.rapha.cc
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2. Why touchpoints matter?
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Touchpoints make or break a good experience.
Credit: http://www.airbnb.com
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“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
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
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3. How to identify/improve customer touchpoints?
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Touchpoints evolve from user insights
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RESEARCH
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Don’t just scratch
the surface
It’s about the
INSIGHTS
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Research Concept Build
customer surveys
benchmark
usability testing
stakeholder interviews
experience maps
user test
sitemapflowchartwireframing
design<code/>
Run
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The customer experience process starts at the moment the customer becomes aware of your company.
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Map out a customer journey
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•documents individual user NEEDS.
•illustrates INTERACTIONS, necessary to fulfill needs.
•EMOTIONAL STATES a user experiences throughout the process.
Customer Journey Map
Credits: Chris Risdon
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•Encourage conversation and collaboration.
•Highlight the flow of the customer
experience.
•Enable stakeholders to discuss
opportunities to improve CX.
Key Benefits
Credits: Chris Risdon
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 improve it.”
- Richard Sollery, Senior Director of Consumer Experiences, LEGO
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
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•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.
Credit: http://adaptivepath.com/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf
Credit: http://adaptivepath.com/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf
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4. How to translate touchpoints into a project?
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Break down the silos
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Can experience be designed?
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TEAMWORK
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“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
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Q&As
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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