beyond personas: creating an immersive customer experience
Post on 18-Oct-2014
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DESCRIPTION
Michele Marut, Senior User Researcher and Innovation Catalyst at Intuit, presented at ConveyUX 2014: The Conference for What’s Next in UX. Find Michele on Twitter (@MicheleMarut) and check out her SlideShare (http://www.slideshare.net/mmarut)!TRANSCRIPT
IMPROVE OUR
CUSTOMERS’ FINANCIAL
LIVES SO PROFOUNDLY…
THEY CAN’T IMAGINE GOING
BACK TO THE OLD WAY
OUR MISSION
The Ask
THE ASK
Must address
_strategy
_customer pain points
CREATE AN INTERACTIVE DEMO FOR THE CEO (IN TWO WEEKS*)
NO POWERPOINT!
GETTING STARTED
PERSONA MATERIALS
Background
_Mix of retail and service
_Has 3 employees
_Been in business for 3 years
Tools Used
_Excel
_Cash register
_Credit card terminal
A SCRIPT
CREATE THE CUSTOMER’S SHOES
PUT REAL LIFE 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 asking “when can I have
it?” questions.
Tim Beschastnov
Sr. Product Development Manager
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
IN SUMMARY
Created the customers shoes
Put customers in those customer shoes
Put the team in the customer shoes (aka
eat our own dogfood)
Stakeholder Support
A permanent space
Increase in morale
Use on other projects
IMPROVED 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
Props $35
