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 rachel@rachelmagario.com

Special thanks to Cozette Kosary for helping with graphics and defining Subway Experience.www.cozettekosary.com