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CONFIDENTIAL 1
In Their Minds:Using Holistic Insights to
Enrich the Customer
Experience
November 14, 2012
Amy Buckner
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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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Existing
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Access All Features
Every Month You Subscribe
PayMonthly
$22.95/mo.
6-Month Member-ship
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: [email protected]
AnswerLab
160 Spear Street, Suite 700
San Francisco, CA 94105
