Planning the perfect user experience

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1 Planning the perfect user experience Chui Chui Tan @ChuiSquared 璀璀

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cxpartners Singapore workshop

Transcript of Planning the perfect user experience

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Planning the perfect user experience

Chui Chui Tan@ChuiSquared

陈璀璀

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Find 4 people in a group

Decide a name for the team

Introduce yourself within the group

10 minutes

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All our stakeholders have different ideas?

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All our stakeholders have different ideas?

We keep copying competitors instead of being original?

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All our stakeholders have different ideas?

We keep copying competitors instead of being original?

How do we prioritise features and content?

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All our stakeholders have different ideas?

We keep copying competitors instead of being original?

How do we prioritise features and content?

How to we uncover unknown needs?

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All our stakeholders have different ideas?

We keep copying competitors instead of being original?

How do we prioritise features and content?

How to we uncover unknown needs?

How do we design multi-channel experiences?

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Think about examples of problems you’ve in your company.

Choose 3 big strategic problems

15 minutes

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A single strategic document which could help you:

• Manage requirements

• See the big picture

• Prioritise what should be done and what can wait

• Identify hidden needs or spot gaps in the service

• Create narratives

What is a customer experience map?

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Tasks

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Tasks

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Tasks

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Tasks

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Tasks

Choosing Specifying Financing Buying

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Whatusers do

Tasks

Choosing Specifying Financing Buying

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Whatusers do

Tasks

Choosing Specifying Financing Buying

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Whatusers do

Tasks

Choosing Specifying Financing Buying

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Whatusers do

Tasks

Choosing Specifying Financing Buying

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Whatusers do

Tasks

Choosing Specifying Financing Buying

Emotion

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Whatusers do

Tasks

Choosing Specifying Financing Buying

Emotion

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Whatusers do

Tasks

Emotion

Choosing Specifying Financing Buying

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Name of product / service

Practical: it makes Simpler

Emotional: it makes me feel

Values: What it says about me

Experience Cheat Sheet

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Name of product / service

Practical: it makes Simpler

Emotional: it makes me feel

Values: What it says about me

Experience CHeat Sheet

Photojojo

Buying Photo supplies

Playful

i’m Creative

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Whatusers do

Tasks

Emotion

Choosing Specifying Financing Buying

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Whatusers do

Web

Tasks

Emotion

Choosing Specifying Financing Buying

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Whatusers do

Web

Call centre

Tasks

Emotion

Choosing Specifying Financing Buying

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Whatusers do

Web

Call centre

Competitor

Tasks

Emotion

Choosing Specifying Financing Buying

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Phase 2

Whatusers do

Web

Call centre

Competitor

Tasks

Emotion

Choosing Specifying Financing Buying

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Go back to your group (4 in a group)

Think of a brand that you’re familiar with which:- Sell shoes- Sell hotel rooms- Sell cars

Exercise

5 minutes

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Exercise

Group A Group B

Within the group, divide into two groups of two:

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Think about the brand you’ve chosenFill in the experience cheat sheet for this brand

Name of product / service

Practical: it makes Simpler

Emotional: it makes me feel

Values: What it says about me

Experience Cheat Sheet

Group A

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Group B

Come out with a list of interview questionsYou can use the guide below as the reference

To gather context and collect details

Ask about sequenceAsk about quantityAsk for specific examplesAsk for the complete listAsk for relationshipsAsk about organisational structure

To probe what’s unsaidAsk for clarificationAsk about code words/native languagesAsk about emotional cuesAsk whyProbe delicatelyProbe without presumingExplain to an outsiderTeach another

Questions that create contrasts to uncover frameworks and mental modelsCompare processesCompare to othersCompare across time

Steve Portigal - http://www.portigal.com/blog/seventeen-types-of-interviewing-questions/

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Interview users and gather tasks / needs 25 minutes

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Researchers: Ask the buyers to describe their purchase.

Listen for their needs ‘I needed to...’

Listen for tasks ‘I did this...’

Write down one need or task per Post-Its

Don’t worry about what medium or channel they used.

Interview users and gather tasks / needs 25 minutes

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Buying shoes

The research asks the buyer to describe their purchase.

Begin when they first started thinking about buying the shoes or even before that. Go back as far as possible.

Finish after they’d bought the shoes and taken delivery - often they’ll have had some contact with the vendor after purchase such as returns.

Listen for their needs and tasks. Don’t worry about what medium or channel they used.

Write down one need or task per post-it.

Tips

Ask about the other people they spoke to (for advice, customer service, inspiration, or because they would be wearing the clothes!).

When they needed to make a decision or trade-off, what was important to them?

If you have time, get them to go back over their story. You may find they revise what they did.

Listen for words that described how they felt. Especially: were they anxious or surprised at any point. Why was this?

Think about the four contexts (physical, social, temporal, task).Which one(s) influenced their behaviour at each stage?

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Booking a hotel

The research asks the buyer to describe their booking.

Begin when they first started thinking about finding a hotel for themselves to stay in (that’s important) - this is probably a while before the trip. Go back as far as possible.

Finish after they’d returned from the trip - often they’ll have had some contact with the vendor after purchase.

Listen for their needs and tasks. Don’t worry about what medium or channel they used.

Write down one need or task per post-it.

Tips

Ask about the other people they spoke to (for advice, customer service, inspiration, or because they would be wearing the clothes!).

When they needed to make a decision or trade-off, what was important to them?

If you have time, get them to go back over their story. You may find they revise what they did.

Listen for words that described how they felt. Especially: were they anxious or surprised at any point. Why was this?

Think about the four contexts (physical, social, temporal, task).Which one(s) influenced their behaviour at each stage?

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Mobile car configurator

The researcher asks the buyer to describe their purchase.

Begin when they first started thinking about buying a new car - this is probably a long time before the actual purchase. Go back as far as possible.

Finish after they’d bought the car and experienced it - often they’ll have had some contact with the vendor after purchase.

Listen for their needs and tasks. Don’t worry about what medium or channel they used.

Write down one need or task per post-it.

Tips

Ask about the other people they spoke to (for advice, customer service, inspiration, or because they would use the car, too).

When they needed to make a decision or trade-off, what was important to them?

If you have time, get them to go back over their story. You may find they revise what they did.

Listen for words that described how they felt. Especially: were they anxious or surprised at any point. Why was this?

Think about the four contexts (physical, social, temporal, task).Which one(s) influenced their behaviour at each stage?

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Arrange tasks / needs into sequence, create levels & phases 20 minutes

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Combine your findings with the other groups at your table

Get rid of duplicates

Get the language right, no channel specific

Is everything at the same ‘level’?

Break big tasks into sub-tasks or group small tasks to super-tasks

Break them into phases

Arrange them from start to finish

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Identify pain-points & emotions 20 minutes

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AHHHHH Too many choices

Identify pain-points & emotions 20 minutes

So much to think about

Something else to do

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Think about the emotions people have for each task.

Get more input from the ‘buyers’ if necessary.

Find a way to document these emotions.

Identify the FIVE main pain points.

Identify pain-points & emotions 20 minutes

So much to think about

Something else to do

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Identify potential signature moments 20 minutes

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Refer back to your brand cheat sheet.

Identify FIVE tasks which are particularly relevant to your brand.

Replace them with another colour

See if any of them match up with the pain points you identified earlier

(NOTE: They don’t always have to)

Identify potential signature moments 20 minutes

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Brainstorm content / features 20 minutes

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Brainstorm the features and content that you think will be important to the uses under each column.

Write the name of the feature / content and the need it meets.

e.g. ‘Photo tour: Lets user see the hotel’

Sometimes you’ll think of a second or third feature that achieves the same thing.

e.g. ‘Video tour: Lets user see the hotel’

Try to come up with features for every column.

Brainstorm content / features 20 minutes

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Prioritsing 20 minutes

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Prioritsing 20 minutes

Take 3 stickers each.

Choose the most important tasks for the user.

Do you agree? Do you see any patterns?

Take 3 stickers each

Choose the features you like best

Do these match up with the users’ needs?

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Customer Experience Map Tips

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1. Involve your stakeholders - let them watch user interviews and take notes.

Customer Experience Map Tips

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1. Involve your stakeholders - let them watch user interviews and take notes.

2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.

Customer Experience Map Tips

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1. Involve your stakeholders - let them watch user interviews and take notes.

2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.

3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies.

Customer Experience Map Tips

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1. Involve your stakeholders - let them watch user interviews and take notes.

2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.

3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies.

4. Remember some tasks belong in two places on the Map.

Customer Experience Map Tips

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1. Involve your stakeholders - let them watch user interviews and take notes.

2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.

3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies.

4. Remember some tasks belong in two places on the Map.

5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right.

Customer Experience Map Tips

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1. Involve your stakeholders - let them watch user interviews and take notes.

2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.

3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies.

4. Remember some tasks belong in two places on the Map.

5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right.

6. Remember use the right language to describe each need or what users do (e.g. no channel specific)

Customer Experience Map Tips

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1. Involve your stakeholders - let them watch user interviews and take notes.

2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.

3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies.

4. Remember some tasks belong in two places on the Map.

5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right.

6. Remember use the right language to describe each need or what users do (e.g. no channel specific)

7. When you’re choosing the most important features / content remember different personas will have different needs. Do the exercise for each persona.

Customer Experience Map Tips

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1. Involve your stakeholders - let them watch user interviews and take notes.

2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.

3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies.

4. Remember some tasks belong in two places on the Map.

5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right.

6. Remember use the right language to describe each need or what users do (e.g. no channel specific)

7. When you’re choosing the most important features / content remember different personas will have different needs. Do the exercise for each persona.

8. Be aware of hierarchy - you may want to run through the exercise with groups of stakeholders and have a joint ‘wash up’ meeting.

Customer Experience Map Tips

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1. Involve your stakeholders - let them watch user interviews and take notes.

2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.

3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies.

4. Remember some tasks belong in two places on the Map.

5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right.

6. Remember use the right language to describe each need or what users do (e.g. no channel specific)

7. When you’re choosing the most important features / content remember different personas will have different needs. Do the exercise for each persona.

8. Be aware of hierarchy - you may want to run through the exercise with groups of stakeholders and have a joint ‘wash up’ meeting.

9. Some people will struggle to participate or contribute. Encourage them, but remember not to push them.

Customer Experience Map Tips

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1. Involve your stakeholders - let them watch user interviews and take notes.

2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.

3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies.

4. Remember some tasks belong in two places on the Map.

5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right.

6. Remember use the right language to describe each need or what users do (e.g. no channel specific)

7. When you’re choosing the most important features / content remember different personas will have different needs. Do the exercise for each persona.

8. Be aware of hierarchy - you may want to run through the exercise with groups of stakeholders and have a joint ‘wash up’ meeting.

9. Some people will struggle to participate or contribute. Encourage them, but remember not to push them.

10.Acknowledge and thank everyone individually during the day. Remind people how they contributed.

Customer Experience Map Tips

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http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/

http://mappingexperiences.com/

http://uxdesign.smashingmagazine.com/2011/12/06/effective-user-research-transforming-minds-of-clients/

http://www.servicedesigntools.org/tools/8

http://blogs.hbr.org/2010/11/using-customer-journey-maps-to/

http://quaero.csgi.com/writable/files/mapping_customer_journey.pdf

https://www.pinterest.com/ddeboard/ux-customer-experience-maps/

Additional references

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Thank you!

@ChuiSquaredChui Chui Tan