Wireframes are great for structuring content and demoing concepts. They help us think about important user experience aspects upfront. We can lay out and test-drive something in almost no time. We can gather feedback and iterate over and over. But here is something they can't: wireframes can't deliver the full experience. This talk is not about wireframes it's about how to identify and apply customer touch points throughout a service. You will witness different approaches on how to design for experience. Which UX methods help us to identify and apply touch points? You will walk away from this talk with a flair for transforming your visitors into customers and a better understanding of the magic behind turning a like into love.
Text of Some Things You Can't Wireframe
SOME THINGS YOU CANT WIREFRAMEWolf Becvar @wdbecvar webexpo 2013
If usability engineers designed a nightclub, it would be clean, quiet, brightly lit, with lots of places to sit down, plenty of bartenders, menus written in 18-point sans-serif, and easy to find bathrooms. But nobody would be there. They would all be down the street at Coyote Ugly pouring beer on each other. - Joel Spolsky
Tweet me @wdbecvar 1. What are customer touchpoints? 2. Why touchpoints matter? 3. How to identify/improve touchpoints? 4. How to translate customer touchpoints into a project? 5. Q & As
Tweet me @wdbecvar 1. What are customer touchpoints?
Tweet me @wdbecvar DESIGN
Tweet me @wdbecvar CONTEXT
Tweet me @wdbecvar [...] every point in time the customer touches or connects with your company throughout the entire product/service delivery; pre-, during and post-purchase. - Touchpoint Experience (2004)
Tweet me @wdbecvar [...] every point of contact - online and off each communication, human resource, branding, marketing and sales process initiative creates touchpoints ...
Tweet me @wdbecvar The quality of touchpoint experiences drives perceptions, actions and relationships. - Touchpoint Metrics (2003)
Touchpoints = Interactions
Customer Service Social Media Channels Interactive Marketing Digital Experience Credit: http://incentmedia.files.wordpress.com/2009/10/customer-touch-points.gif
Tweet me @wdbecvar How do I improve our customer experience?
Tweet me @wdbecvar
Tweet me @wdbecvar
Tweet me @wdbecvarCredit: http://joshunfried.com/wp-content/uploads/2010/10/wallmart_facebook.jpg
Tweet me @wdbecvar Touchpoints make or break a good experience.
Tweet me @wdbecvar We connect people who have space to spare with those who are looking for a place to stay. Guests can build real connections with their hosts, gain access to distinctive spaces, and immerse themselves in the culture of their destinations ... - airbnb.com
Tweet me @wdbecvar 3. How to identify/ improve customer touchpoints?
Tweet me @wdbecvar Touchpoints evolve from user insights Credit: http://wvs.topleftpixel.com/photos/2013/05/lego_heads_01.jpg
Tweet me @wdbecvar RESEARCH Credit:http://www.scinow.co.uk/wp-content/uploads/2013/02/sleepy-hollow-765071l.png
Credit: http://2.bp.blogspot.com/-nbAoHKQqGcM/TYouAEwFE0I/AAAAAAAABvU/y7JW7o5-zlM/s1600/IMG_3872.JPG Dont just scratch the surface
Its about the INSIGHTS Credit: http://lh3.ggpht.com/-G6C6bHMPsvI/UB9GDxBMKII/AAAAAAAAABU/aA0j_eJ7sBE/swim_with_sharks.jpeg
Tweet me @wdbecvar Research Concept Build customer surveys benchmark usability testing stakeholder interviews experience maps user test sitemap flowchart wireframing design Run
Tweet me @wdbecvar The customer experience process starts at the moment the customer becomes aware of your company.
Tweet me @wdbecvar Map out a customer journey
Tweet me @wdbecvar documents individual user NEEDS. illustrates INTERACTIONS, necessary to fulfill needs. EMOTIONAL STATES a user experiences throughout the process. Customer Journey Map Credits: Chris Risdon
Tweet me @wdbecvar Encourage conversation and collaboration. Highlight the flow of the customer experience. Enable stakeholders to discuss opportunities to improve CX. Key Benefits Credits: Chris Risdon
Tweet me @wdbecvar Credit: http://experiencematters.files.wordpress.com/2009/03/legowheel.png
Tweet me @wdbecvar Formal approach to describing experiences. Starts with the description of a specific customer. Life cycle of experiences: before, during & after. Easy to use and simple to understand.
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