2012

Experience Flows

UX Singapore

Jon Rodriguez

Low Cheaw Hwei

Confidential 2012 2

What is an experience flow?

It is a visualization of user needs in their context, outside-in.

Essentially we visually map out consumer insights. This makes the

insights easy to understand and actionable and allows for a

shared understanding across disciplines and functions.

Phases Needs Statistics

Typical elements of an experience flow

Persona

and typical

triggers Events /

touch points

Strategies

Confidential 2012 3

Who benefits from an experience flow? PRIME GOAL

Consumers People are at the heart of what we do! The tool

enables us to create meaningful and relevant

brand experiences. We believe good experiences

mean good business.

Marketing Use CDJ to prioritize your

marketing spent, and get

input for roadmap (AOP)

Social Media Use flow to organize and

focus your efforts; gives

input for channels and

capabilities

Design Use flow to understand and

translate particular needs into

meaningful solutions e.g. for

digital, packaging, in-store …

IT Use flow to align your

capabilities and platform

decisions with the actual

consumer needs

Consumer care Use flow to anticipate on

common complaints; gives

input on channels and

sentiment

Strategy Use flow to populate your

roadmap; gives input for

improvements and

innovation

Sales Inform your sales strategy

and optimize current sales

points

End-to-End Use flow to understand and

translate generic needs into

requirements for process

and IT re-design

I&D Use flow to understand

product requirements and

link developments to

consumer needs Shared

understanding

Actionable

knowledge

Confidential 2012 4

Types of experience flows

Life-stage

transitions

Depiction of longer periods that

revolve around a unifying theme

e.g. off-spring

Typically used for

• Identify new value spaces

• Identify new growth areas

Consumer

Decision

Journeys

Depiction of phases, questions

and touch-points involved in

finding, buying and owning a

product

Typically used for

• Marketing innovation

• Shape brand experiences

• Align messages

Ritual flows Depiction of peoples activities

during specific daily tasks like

cooking, taking care of skin,

sleeping etc.

Typically used for

• New product innovations

• Line extensions

Floorcare rituals

Mother and child care: from pregnancy to toddler

Kitchen appliances (DACH) for persona ‘Claudia’

Hand blender handling

Handling

flow

Depiction of steps and issues in

using a product from unpack to

repair and disposal

Typically used for

• Product interaction

improvements

• Product user experience

improvements

Confidential Philips Design

Experience flow | opportunities within cooking rituals

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