Beyond Personas: Creating an Immersive Customer Experience

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

MICHELE_MARUT@INTUIT.COM

THANK YOU!