Enriching the User Experience.pptx

CONFIDENTIAL 1

In Their Minds:Using Holistic Insights to

Enrich the Customer

Experience

November 14, 2012

Amy Buckner

amy@answerlab.com

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RecognitionGlobal Leaders Trust AnswerLab

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Cross Platform Digital Focus

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5 Insights

3

Getting in Customers’ Minds

1

Why It

Matters

2

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Getting in

Customers’ Minds

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Option 1

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2005

Refine

Prototypes

RightWay?

2011

Understand

Pre-product

RightProduct?

2000

Validate

Live Product

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Opportunity Gaps

Environment

Interaction Modes & Use Cases

Understanding of Audience

Holistic Research

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Build theRight Thing

Understand

Where is

the

customer?

Where are

the gaps between

product capabilities

and customer

activities?

What is she

trying to

accomplish

in her job?

What

external factors

influence her?

How does

the customer

feel about the

brand?

Is our

product solving

the right

problems?

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Why It Matters…

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The Buzz about . . .

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5 UX Insights

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Insight 1:

Context is King

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The Mobile Wallet Olympics

Who will end up on the medal stand?

SPEED is required to win!

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Insight 2:

Solve the

Right Problems

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Active

Users

Went

Inactive

Never

Used

Live Site

Future SiteActive

Users

Went

Inactive

Never

Used

Outcome

Would

Adopt

Some

Would Adopt

Still Not

Interested600

Customers

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Insight 3:

Things Are Not

Always What They

Seem

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PayMonthly

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Access All Features for

6 Months

Pay In One Installment

$77.70($12.95/mo.)

CONFIDENTIAL 32

Insight 4:

It’s About More

Than the Product

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Insight 5:

Get Beyond

Usability to Delight

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How?

Conduct research EARLY

Leverage exploratory methods

Be a keen observer

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Thank You.

Amy BucknerCEO & Co-Founder

Phone: 415.814.9669

Email: amy@answerlab.com

AnswerLab

160 Spear Street, Suite 700

San Francisco, CA 94105