Advancing User-Centeredness, Solving Pain Points, and Driving Innovation: Lessons Learned from...
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ADVANCING USER-CENTEREDNESS, SOLVING PAIN POINTS, AND DRIVING INNOVATION:
LESSONS LEARNED FROM MAPPING THE
CUSTOMER EXPERIENCE
Emily Bowman @awesomania
Emily Bowman @awesomania
Emily Bowman @awesomania
80%of businesses stated that they offered a superior customer experience 8%
of customers felt the same
James Allen, 2005
Emily Bowman @awesomania
Emily Bowman @awesomania
WHEN IN DOUBT, MAP IT OUT
Emily Bowman @awesomania
EXPERIENCE MAPSJOURNEY MAPSLIFECYCLE MAPSSERVICE BLUEPRINTS
Emily Bowman @awesomania
a visual artifact that outlinesCUSTOMER INTERACTIONS
with products and/or servicesat a specific level of detail
Emily Bowman @awesomania
TELL ME WHERE IT HURTS
Emily Bowman @awesomania
GOING GLOBAL
GLOBAL
EUROPE ASIA PACIFIC LATIN AMERICA MIDDLE EAST & AFRICA
Emily Bowman @awesomania
“If you are working on something exciting that you really care about, you don’t have to be pushed. The vision pulls you.”
Emily Bowman @awesomania
OUR VISIONUnderstand and address
customer pain points, needs, and desires to “Go Further” in steering the
Ford customer experience.
Emily Bowman @awesomania
Emily Bowman @awesomania
WHERE DID I PUT THAT THING
AGAIN?
Emily Bowman @awesomania
Never forget the ultimate undisputed UX maxim:
YOU ARE NOT YOUR USERS.
Emily Bowman @awesomania
Conduct Primary
Research
Gather Secondary Research
Aggregate & Analyze Findings
Update Documentation
Conduct Internal &
Stakeholder Meetings
Update Documentation & Identify Gaps
OUR PROCESS
Emily Bowman @awesomania
MAPPED LOTS OF
EXPERIENCES
EVALUATED OUR
COMPETITORSEXPERIMENTED
WITH DOCUMENTATIO
NANALYZED MARKET & CONSUMER
TRENDS
DESIGNEDSTRATEGIES &
MODELS
SOCIALIZED OUR
LEARNINGS
Emily Bowman @awesomania
“Nice wallpaper.”
CHANGE MANAGEMENT MODEL
Make the Case
Develop a Vision
Communicate
Remove Barriers
Acknowledge Progress
Reinforce Change
Emily Bowman @awesomania
Emily Bowman @awesomania
“Everything we do
needs to ladder up to
the lifecycle and
customer pain
points.”
Emily Bowman @awesomania
1.DEFINE A VISION
2.MANAGE YOUR
KNOWLEDGE
3.CUSTOMERS >
STAKEHOLDERS
4.BE PROUD, SAY IT
LOUD
5.FIND A CHAMPION
No-one should have to suffer through products and
services that get in their way.
People should not be made to feel stupid by technology.
Emily Bowman @awesomania
Emily Bowman @awesomania
YOU CAN HELP STEER THE SHIP
Emily Bowman @awesomania
THANKS!