How To See Through Your Business’s Blind Spots
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Transcript of How To See Through Your Business’s Blind Spots
How To See Through Your Business’s Blind Spots
By: Rachel Magario “Blind Visioneer”
Rachel Magario• First Totally Blind
Interaction Designer AUX Strategist
• Masters in Business Administration
• WP Evangelist • Business Design
Consultant
Make Me A Sandwich
• Turkey• Mayo• Bread• Lettuce• Tomato• Cheese• Onion
Product Failure Rate• Myth 80%• According to Crawford C. Merle, 35% products
fail to deliver a significant return.• In the article, “Identifying Industrial New Product
Success,” R. G. Cooper estimates the product failure at 48%.
Source: http://community.uservoice.com/blog/why-products-fail/
Experience Mapping
Subway Experience
Subway Customer ExperiencesCustomer Group 1: Pregnant Woman and Husband (35-40ish)-Overweight but not Obese. Both worried about healthcare, man saves seats while waiting in line. Pour ice out before throwing cups away. They kiss as they walk to the door to leave.
Subway Customer ExperiencesCustomer Group 2: 1 Californian male with 2 male friends, thin/athletic build, college students. Order food, sit down to eat. One is heartbroken, the others were making fun of him loudly for crying at a party. Refill drinks before leaving.
Subway Customer ExperiencesCustomer Group 3: Old man (60ish), wiped feet before entering, asked staff to describe the menu. Orders food and leaves.
What Does Your Experience Afford?
Comfort Customer
Passive ParticipantCustomer
Active ParticipantCustomer
Identifying Where You Are Walking
• Delivery Field• Pricing• Speed• Quality
Do We All See The Same?
What Color Is This Dress?
Experience Components• Concept• Behavior• Procedure• Appearance
Sensorial Appearance
Hearing Touch Taste Smell
Hearing• The brain responds
to sound 300 times faster than visuals.
Hearing
Learning How To Listen
First Order Thinking
Designer: DeveloperObject: Product ServiceActivity
Customer and Environment Excluded
Second Order Thinking
User: CustomerActivityObject: Product ServiceEnvironment
Designer: Developer Is Observing Experience
Real Listening• Is listening with the intention of reply and
sustaining a conversation.
Checked Out Listening
Engaged Listening
Quantitative Research• Closed Ended Surveys• Analytics• Benchmark Study• Demographics• Closed Ended Interview
Qualitative Research• Open Ended Surveys– Pre-Survey– Post-Survey– Investigative Survey
• Open Ended Interviews– Structured– Non-structured
• Walkthroughs• Anthropological Listening
Q & A
Thank YouFollow me on social media @rachelmagarioVisit me at www.rachelmagario.com/xdEmail me at [email protected]
Special thanks to Cozette Kosary for helping with graphics and defining Subway Experience.www.cozettekosary.com