Beyond Personas: Creating an Immersive Customer Experience
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Michele Marut, Senior User Researcher and Innovation Catalyst at Intuit, presented at ConveyUX 2014: The Conference for What’s Next in UX. Find Michele on Twitter (@MicheleMarut) and check out her SlideShare (http://www.slideshare.net/mmarut)!
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Beyond Personas: Creating an Immersive Customer Experience
- 2. OUR MISSION IMPROVE OUR CUSTOMERS’ FINANCIAL LIVES SO PROFOUNDLY… THEY CAN’T IMAGINE GOING BACK TO THE OLD WAY
- 3. THE ASK The Ask CREATE AN INTERACTIVE DEMO FOR THE CEO (IN TWO WEEKS*) Must address _strategy _customer pain points
- 6. 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
- 8. A SCRIPT
- 16. PUT REAL LIFE CUSTOMERS IN THE CUSTOMERS’ SHOES
- 17. REAL “INVENTORY”
- 19. 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
- 20. WALK IN THE CUSTOMERS’ SHOES (AKA EATING OUR OWN DOGFOOD)
- 22. LIVE DEMOS
- 23. NO LOGO
- 24. OMG!
- 26. HELEN’S HABITAT’S MOVED TO A BIGGER AND BETTER LOCATION
- 29. IN SUMMARY Created the customers shoes Put customers in those customer shoes Put the team in the customer shoes (aka eat our own dogfood)
- 30. Increase in morale A permanent space Stakeholder Support Use on other projects
- 31. OUR EXPERIENCE IMPROVED OUR LIVES SO PROFOUNDLY… WE CAN’T IMAGINE GOING BACK TO THE OLD WAY
- 32. Stock image $30 Printed on company plotter - FREE “Donated” or “borrowed” items FREE Props $35 Bookshelves and desk in room - FREE