EXPERIENCE MAP - Building Innovative Brands · EXPERIENCE MAP Mktg 353 / Social Brands / Spring...

EXPERIENCE MAP Mktg 353 / Social Brands / Spring 2012Brett Westervelt

INTERVENTION POINTSTime

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PROUD/UNCERTAIN

great creation,but how relevant?

website isengineeroriented

INTIMIDATED

fun shapes!DELIGHTED

app looksfun + easyEXCITED

REJECTED

Windows onlysoftware

FRUSTRATEDsteep learning curve

APPREHENSIVEcomplex training

AUTODESK

SEGMENT USERSCurrently all usersaccess the same listof products. If Autodesktruly wants to reachnew users it mustcreate easy accessavenues for distinctuser groups to �ndwhat they need. Whatif the splash pagelet you self-identify ascreator vs. collaborator?

1BE SUPPORTIVE...of all platforms,that is! Collaborationsoftware must be available on allplatforms, becauseusers do not self-segregate in theways that engineersdo.

2INTEGRATE, NOTINTIMIDATEBy integrating the user’straining session intohis �rst model, it helpsbuild con�dence andreduces the numberof commands to memorize.

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FORM FOLLOWSFUNCTIONTo attract makers andcreative professionals,create functional printabletemplates such as cars,pencil holders & utensils.

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“Wearing the sticker

“There were so manycommands I wasn’t sure howI would remember them all.I’m sure someone thoughtthey were intutive, but thatwasn’t me.”

Autodesk has taken a bold step from technical tools to creative, accessible artforms

“When I saw the appon the app store, Ithought, this isn’t justfor engineers, this isfor me.”

Segmentusers

Be supportive

Integrate, notintimidate 4 Form

followsfunction

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