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1Joy!
We said “yes” to the dress
2 4
53
We went shopping in Savannah one day
“Declined”Frustration,
embarrassment, confusion
“Another?”Asked the person behind the cash
register
Call CenterLifts the
“restriction” meant to protect
PurchaseExcept without
the same joy this time around
Meet my mom5
7
The words we use alienate, infuriate, and confuse.
They also comfort, delight, build trust, and connect us.
2
We designed a better interaction — one with fewer touch points, fewer words, and more positive conversations?
“Confirm”Mom verified the purchase via text
or email
Wouldn’t it be great if…8
1Joy!
We said “yes” to the dress
1Purchase
She said “yes” to several items
that day2
The outcomes of nailing our story first and designing for conversations as they happen
“Confirm”Lloyd verified the
purchases via email
How do we know it’s better?11
12
Words are our lowest-cost, lowest-risk way to design.
If only we’re brave enough to say “YES! THEY MATTER!” and design with them and for them.
“They” don’t get the “benefits”
We need to “teach” the customer
Tool tip!
demo VIDEO!NOTIFI-CATION!
EMAIL!
Gamify!!
Tagline!Rename it
We already have a strong foundation for design
Design Thinking
Make something people need
What people need What the business has
We make it stronger by isolating the language we use to communicate
Content Thinking
Make something people understand they need
what they need
How people talk about
what it has
How the business talks about
Nail your story NOWActually, right now (not later) IS the time to decide exactly what to say, when, how, and to whom — or if we should say anything at all
1
2
This is old hat to Hollywood and the video
game industry, BTW
Pair with others to iteratively research, write, edit, and design a conversation BEFORE there’s an interface
Content First works if you jump in feet first to…27
Design for discoveryWhat’s delightful—AND deepens the roots of learning/engagement—is discovering things for ourself. Design for THAT to happen, and have a clear metric to analyze IF it’s happening
Use ADesign a conversation that answers questions BEFORE
people ask—and in their own words.
Rinse + repeat.
Conversation MappingCapture the conversation as it actually happens in real life
1
2
Create a Google Doc and share it with
Pairing with others to iteratively research, write, edit, and design a conversation BEFORE there’s an interface
Workshop Agenda31
3
MadLibs + Content PrototypingThe full-on experience, designed with words, almost like a Choose Your Own Adventure book. A script you could use in testing
Specificity is vital to understanding.
Conversation Maps get us to specificity so we design better
experiences.
Who should we market this to?
BTW, what did you learn about me?40
womanfirst-time
home owner
engaged to be married
credit cardnot carrying
balance
Va Could we use call center conversations as data to design
better digital experiences?
(HECK YEAH WE CAN!!!!)
You need to fly (solo) from Point A to Point B and want to take Virgin, so you called them.
2Create a Google Doc and
share it with [email protected]
Here’s the scoop…
Conversation Mapping together (15 mins max)43
1 You’re a Virgin America call center agent who just answered a call from Person 2.
3 Someone’s the scribe. Create a numbered list in a Google Doc. Every odd number = what Person 1 says. Every even number = what Person 2 says. Document the conversation from start to finish.
Capture the conversation between a traveler who’s trying to
book a flight with a Virgin call center agent.
Va Now let’s translate that call center conversation into a content
prototype that could become a digital experience of some type.
How could we capture someone’s “booking” details in sentence form?
Kickstarting your prototype with MadLibs47
“My name is [first name] [last name], and I want to [do something].”
How could we capture someone’s “booking” details in sentence form?
Kickstarting your prototype with MadLibs48
“My name is [Steph Hay], and I want to [know how much
money I can safely save or spend right now].”
2Create a Google Doc and
share it with [email protected]
Here’s the scoop…
Content Prototyping together49
3
1MadLibs-style statement(s) to get someone inputting data within a conversational form
How could we capture someone’s “booking” details in sentence form?
Kickstarting your prototype with MadLibs51
“My name is Stephanie Hay, and I’d like to depart Dulles early
enough on 9/4 to arrive in Barcelona by 8 PM on the same
day."
How could we capture someone’s “booking” details in sentence form?
Kickstarting your prototype with MadLibs52
“My name is Stephanie Hay, and I’d like to depart Dulles early
enough on 9/4 to arrive in Barcelona by 8 PM on the same
day."
“My name is Stephanie Hay, and I’d like to depart Dulles
early enough on 9/4 to arrive in Barcelona by 8 PM on the
same day."
53
1MadLibs-style statement(s) to get someone inputting data within a conversational form
How could we capture someone’s “booking” details in sentence form?
Kickstarting your prototype with MadLibs
What’s the language you’d use to initiate the request to process that information?2
54
“My name is Stephanie Hay, and I’d like to depart Dulles
early enough on 9/4 to arrive in Barcelona by 8 PM on the same day.” NOW WHAT??
Here’s the scoop…
Content Prototyping to design for flow
56
“My name is Stephanie Hay, and I’d like to depart Dulles early
enough on 9/4 to arrive in Barcelona by 8 PM on the same day. Do you have any flights?”
Here’s the scoop…
Content Prototyping to design for flow
What’s the language you’d use to initiate the request to process that information?
1
2
57
MadLibs-style statement(s) to get someone inputting data within a conversational form
3 How should we confirm their “booking?”
“My name is Stephanie Hay, and I’d like to depart Dulles
early enough on 9/4 to arrive in Barcelona by 8 PM on the same day. Do you have any
flights?”
Here’s the scoop…
Content Prototyping to design for flow
Holy cow, now we’re capturing conversations across time and channels
Content Prototyping together59
Subj: You’re flying on 9/4 at 10:15 AM from Dulles to Barcelona
Msg: Hi Frank,
Use Confirmation Code UN1CORN when checking in for your flight from Dulles to Barcelona on 9/4 at 10:15 AM ET.
You’ll arrive in Barcelona at 4 PM local time, and temperatures average about 74F during the day and 50F at night there. Better pack a sweater!
BTW, here are more packing tips to move quickly through security.
Working hard to make your travels painless,
Debbie at Virgin
What’s the language you’d use to initiate the request to process that information?
1
2
61
3
MadLibs-style statement(s) to get someone inputting data within a conversational form
3
WRENCH! Pick one: A. Most people buy 2+ seats at a timeB. Virgin doesn’t have flights availableC. Flights on this route get delayed more
often than average
How should we confirm their “booking?”
4
“Great, you’re all set to jet using [confirmation code?].
Your receipt is in your inbox, and we’ll text and email you if
your flight is delayed.
Here’s the scoop…
Content Prototyping to design for flow
Content-first design applies to projects at ANY stage of their
lifecycle.
Working in this way isolates the language of our experience.
69
Tactic #1: Read it out loud, from end-to-end.
If you feel fake, or you uncover missing details, it’s not
conversational enough yet.
70
Tactic #2: “Now You Can”
Start sentences with these 3 words. Finish the sentence.
Remove the 3 words.
What’s left is all we need to say.
71
Tactic #3: Axe Trigger Words
Simple, Easy, Quick, Fast, Just, Only, Awesome
These are outcomes, not features. When we design great experiences, our customers say
these words. (Not us.)
Conversation MappingCapture the conversation as it actually happens in real life
1
2
Proof of your hard work is in the Google Doc you’ve
shared with [email protected]
Pairing with others to iteratively research, write, edit, and design a conversation BEFORE there’s an interface
What we covered today72
3
MadLibs + Content PrototypingThe full-on experience, designed with words, almost like a Choose Your Own Adventure book. A script you could use in testing