brand ux (4)

Brand and the UX Journey

Shri Jambhekar

October 14, 2014 @ Riverside i/o

The Branding Lab

Sunday, October 19, 14

"User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.

who$ $|$ $what $| $$where $| $when $|$ $why$$

Context$Ac0ons$User$ Mo0va0on$

What is User Experience?


Product/ Service = User Experience


A story about a brand

Experience = Brand


Modeling the USER

Personas


Personas- a way to model the right user to design for

• Precise way of thinking and communicating behaviors, how they think, their attitudes, their goals, and their motivation (why)

• Best way to accommodate variety of users is to design for specific type of user with specific need.

• Although logic might be to make it broad in functionality

• Those users whose needs best represent the needs of a larger set of audience

• And then prioritize them so that the needs of most important users are met)

Market segments are based on demographics, distribution channels, and purchasing behavior. Personas are based on usage behaviors and motivation.

Reference: About Face- the essentials of interaction design. Alan Cooper, Reimann, and Cronin; Wiley


Strengths of Personas

• Help determine what a product should be

• Communicate across - stakeholders, designers, developers

• Build consensus - because they resemble real people, they’er easier to relate to feature lists

• Measure - design can be tested on a persona - rapidly and inexpensively

• Contributes to other efforts - marketing and sales plans

• Resolve design issues• The elastic user

• Self referential design

• Edge casesReference: About Face- the essentials of interaction design. Alan Cooper, Reimann, and Cronin; Wiley


Personas

• Are based on research (interview, stakeholders, mkt. research etc.)

• Represented as individual people synthesized directly from observing real people

• Creates empathy toward the target user

• Provisional personas (when there is not enough time and resource)

• Represent behavior patterns of groups of usres (archetype)

• Accommodate a range of behaviors and related situations

• Must have motivation (in the form of goals)

• Can also represent non-users

Reference: About Face- the essentials of interaction design. Alan Cooper, Reimann, and Cronin; Wiley


Provisional Persona example

Name and Photo/ Sketch Description (Fact)

Behaviors (clue about what t they do) Needs and Goals

Shri

Business travellerCasual tourist

Has very limited time to play tourist when he visits a foreign country on business- He plans and does research in advance so he can

enjoy local culture, food, places of historic importance

- Since he is unfamiliar with local language, he gets

help from hotel concierge - gets cue cards in local

language with translations

- Does not go to unfamiliar areas

- Catches a day tour to familiarize with the place

- Shri is 50 something

- Travels internationally for work

- Loves to visit places of historic significance

- He has limited time while on business

- Needs to know where to go

- Map, transportation (how to get there)

- Needs local currency to pay

- Food to eat and local customs

- Know key phrases to communicate


StubHub Persona example


Exercise

Personas


Mapping the USER JOURNEY


Mapping a user journey

The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the service.

Why this is a great UX tool?• Get everybody on the same page - when developing a product or a service• Great source for user stories in agile environment or lean UX

• Users encounter the BRAND at various touchpoints - brand/ value is reinforced at that experiential moment


Wayne’s(UX(Journey(with(StubHub(

before(buying(

Integrated(

at(the(:me(of(buying(

Seamless(

a=er(buying(

PERSONALIZED

Key$Assump*ons:(•  Wayne(has(already(personalized(his(

account(by(seBng(preferences(•  He(is(looking(to(find(something(to(do(

nearby((reachable(by(start(of(the(show)( •  Latency(•  Refresh/(loading(HTML(•  Anima:on(•  Low(user(threshold(

•  Fragmented(•  Too(many(clicks(•  Too(much(choice(

•  Invite(friends(to(go(along(

(•  Time(to(event(start(•  Loca:on(•  Distance(from(event(•  Occasion(

•  Likes((

(•  Price(point(•  Seats(

(•  Tweets(•  FB(•  Reviews(

(•  WillScall(•  Mailing(:ckets(•  GeBng(there(•  GeBng(seated((map)(

CONTEXT

SOCIAL

RESULTS +

Options (e.g. deals)

Select +

PURCHASE

SEARCH

DISCOVER

RECCO. AWARENESS/ INTENT

Effortless(Simple(+(Intui:ve( DelighXul(+(Inspiring(

LOGISTICS CONSUMPTION

SHARING

•  First(:me(setup(is(o=en(a(frustra:ng(process(

•  ‘OutSofSBox’(XP(ma[ers(

•  Choosing(where(and(what(to(share(can(be(tricky((such(as(on(FB(or(Twi[er)((

Mapping a user journey

Add key Business KPIs at key stage (such as NPS, CS calls)


YP.com


Thank you!

[email protected]

References: About Face- the essentials of interaction design. Alan Cooper, Reimann, and Cronin; Wiley

Designing for The Digital Age, Kim Goodwin, Wiley

http://www.adaptivepath.com/wp-content/uploads/2011/11/RailEurope_CXMap_FINAL.001.png

http://www.pinterest.com/robertleotta/user-journeys/

Riverside.io


mailto:[email protected]

mailto:[email protected]





