Giv dine kunder en bedre oplevelse på nettet

http://www.flickr.com/photos/krystiano/5028246558/

Giv dine kunder en bedre oplevelse på nettetNicolaj Kirkgaard Nielsen

Mere end 1.000.000 elever

?

Skal de ikke bare lave kaffe?

Howard SchultzGrundlægger, Starbucks

““

We are not in the coffee-business serving people, we are in the people-business serving coffee.

Howard SchultzGrundlægger, Starbucks

““

We are not in the coffee-business serving people, we are in the people-business serving coffee.

Hvilken business er du i?product vs. people

Den gode oplevelse er vigtigere end nogensinde

Don Draper er død

http://cargocollective.com/maximidia/Youtube-English-Version

Forbrugerens magt

Forbrugerens magt

Forbrugerens magt

Usability vs User Experience

http://www.baekdal.com/insights/usabilty-vs-user-experience-battle

Stephen Anderson: http://www.flickr.com/photos/hypercatalecta/5412796141/

Stephen Anderson: http://www.flickr.com/photos/hypercatalecta/5412796141/

Stephen Anderson: http://www.flickr.com/photos/hypercatalecta/5412796141/

Stephen Anderson: http://www.flickr.com/photos/hypercatalecta/5412796141/

Stephen Anderson: http://www.flickr.com/photos/hypercatalecta/5412796141/

Stephen Anderson: http://www.flickr.com/photos/hypercatalecta/5412796141/

Stephen Anderson: http://www.flickr.com/photos/hypercatalecta/5412796141/

Hvad er User Experience?

Hvad er User Experience?

Den bevidste historie du leder dine kunder igennem i en købssituation.

1. Definér og forstå din kunde.

1. Definér og forstå din kunde.2. Forfin dit budskab.

1. Definér og forstå din kunde.2. Forfin dit budskab.3. Skab den perfekte historie, der

forener kunden og dig.

1. Definér og forstå din kunde.2. Forfin dit budskab.3. Skab den perfekte historie, der

forener kunden og dig.

Peter Drucker

“

“

The aim of marketing isto know and understandyour customer so wellthe product or service fits himand sells itself.

Dine kunder er også (en slags) mennesker

Nogle����������� ������������������  kunder!

Når kunder tager en købsbeslutning, overvejer de nøje alle mulighederne og tager den bedste, rationelle beslutning.

En eller anden tumpe

““

http://neuropapers.com/categorias/journal-club/168-por-que-fumar-emagrece.html

Det limbiske system

Følelser

Balsamico eddike

Normal Balsamico

Normal Balsamico

Uden forklaring

Med forklaring

Normal Balsamico

Normal Balsamico

Uden forklaring

Med forklaring

Normal Balsamico

Normal Balsamico

Uden forklaring

Med forklaring

Når kunder tager en købsbeslutning, overvejer de nøje alle mulighederne og tager den bedste, mest rationelle beslutning.

En eller anden tumpe

““

Når kunder tager en købsbeslutning, er de stærkt påvirkede af kontekst, og tager en følelsesmæssig beslutning, som efterfølgende rationaliseres.

““

1. Sæt dig ind i kundens verdenDe er hovedpersonerne i din historie

Empati (Voight-Kampff testen)

Blade Runner, 1982

http://neuropapers.com/categorias/journal-club/168-por-que-fumar-emagrece.html

Din egen empati-maskine

Empati-øvelsen

Empati-øvelsen

1. Hvordan ser kundens dagligdag ud?

Empati-øvelsen

1. Hvordan ser kundens dagligdag ud?KONTEKST!

Empati-øvelsen

1. Hvordan ser kundens dagligdag ud?

2. Hvad er den underliggende frygt, frustration eller ambition?

KONTEKST!

Empati-øvelsen

1. Hvordan ser kundens dagligdag ud?

2. Hvad er den underliggende frygt, frustration eller ambition?

KONTEKST!

FøLELSER!

Empati-øvelsen

1. Hvordan ser kundens dagligdag ud?

2. Hvad er den underliggende frygt, frustration eller ambition?

3. Hvad har kunden brug for, for at tage en beslutning?

KONTEKST!

FøLELSER!

Empati-øvelsen

1. Hvordan ser kundens dagligdag ud?

2. Hvad er den underliggende frygt, frustration eller ambition?

3. Hvad har kunden brug for, for at tage en beslutning?

KONTEKST!

FøLELSER!

BEHOV!

5 minutters mini-personas

Skriv 2-3 relevante statements fra kundens perspektiv.

5 minutters mini-personas

Skriv 2-3 relevante statements fra kundens perspektiv.

“Hvordan kan jeg bruge det her i min markedsføring?”

5 minutters mini-personas

Skriv 2-3 relevante statements fra kundens perspektiv.

“Hvordan kan jeg bruge det her i min markedsføring?”

“Ikke for meget teknisk vrøvl, fortæl mig hvordan det påvirker min forretning.”

5 minutters mini-personas

Skriv 2-3 relevante statements fra kundens perspektiv.

“Hvordan kan jeg bruge det her i min markedsføring?”

“Ikke for meget teknisk vrøvl, fortæl mig hvordan det påvirker min forretning.”

“Giv mig 3 specifikke råd, jeg kan tage med hjem.”

Endnu bedre:Mød kunden

1. Sæt dig ind i kundens verdenDe er hovedpersonerne i din historie

1. Definér og forstå din kunde.2. Forfin dit budskab.3. Skab den perfekte historie, der

forener kunden og dig.

En af de vigtigste egenskaber for en virksomhed i dag

Hav en holdning. Stå for noget.

Hvorfor����������� ������������������  er����������� ������������������  det����������� ������������������  ikkeet����������� ������������������  3d����������� ������������������  fjernsyn?

Fordi����������� ������������������  3d����������� ������������������  er����������� ������������������  noget����������� ������������������  fis!

Rigtige����������� ������������������  film-entusiaster����������� ������������������  ser����������� ������������������  ikke����������� ������������������  

3d����������� ������������������  film.

Kunden vil aldrig engagere sig, hvis han ikke kan spejle sig selv i dit budskab.

Kunden vil aldrig engagere sig, hvis han ikke kan spejle sig selv i dit budskab.

Differentiér dig, så kunden kan lave en mental sammenligning.

Kunden vil aldrig engagere sig, hvis han ikke kan spejle sig selv i dit budskab.

Differentiér dig, så kunden kan lave en mental sammenligning.

Sine����������� ������������������  egne����������� ������������������  vaerdierDine����������� ������������������  konkurrenter

Seth Godin MBA øvelsen

?

?

formel vs uformelgrøn vs ikke-grønhøj vs lav kvalitet

dyr vs billighurtig vs langsom

?

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?

?

Dyr

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Dagligdags

Billig

t

Trendy

Dyr

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Dagligdags

Billig

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Trendy

Dyr

t

Dagligdags

Billig

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Trendy

Dyr

t

Dagligdags

Billig

t

Trendy

Dyr

t

Dagligdags

Billig

t

Trendy

Fill-in-the-blanks øvelsen

Vi er for , som

har brug for , der kan .

I modsætning til , har vi fokus

på .

Gamestorming af Dave Gray, Sunni Brown og James Macanufo

Vi er for , som

har brug for , der kan .

I modsætning til , har vi fokus

på .

En����������� ������������������  netbutik

Gamestorming af Dave Gray, Sunni Brown og James Macanufo

Vi er for , som

har brug for , der kan .

I modsætning til , har vi fokus

på .

En����������� ������������������  netbutik bekymrede����������� ������������������  foraeldre

Gamestorming af Dave Gray, Sunni Brown og James Macanufo

Vi er for , som

har brug for , der kan .

I modsætning til , har vi fokus

på .

En����������� ������������������  netbutik bekymrede����������� ������������������  foraeldre

moderigtigtbørnetøj

Gamestorming af Dave Gray, Sunni Brown og James Macanufo

Vi er for , som

har brug for , der kan .

I modsætning til , har vi fokus

på .

En����������� ������������������  netbutik bekymrede����������� ������������������  foraeldre

moderigtigtbørnetøj afspejle����������� ������������������  deres����������� ������������������  

sociale����������� ������������������  status

Gamestorming af Dave Gray, Sunni Brown og James Macanufo

Vi er for , som

har brug for , der kan .

I modsætning til , har vi fokus

på .

En����������� ������������������  netbutik bekymrede����������� ������������������  foraeldre

moderigtigtbørnetøj afspejle����������� ������������������  deres����������� ������������������  

sociale����������� ������������������  status

smartkids

Gamestorming af Dave Gray, Sunni Brown og James Macanufo

Vi er for , som

har brug for , der kan .

I modsætning til , har vi fokus

på .

En����������� ������������������  netbutik bekymrede����������� ������������������  foraeldre

moderigtigtbørnetøj afspejle����������� ������������������  deres����������� ������������������  

sociale����������� ������������������  status

smartkids

inpiration����������� ������������������  og����������� ������������������  personlighed

Gamestorming af Dave Gray, Sunni Brown og James Macanufo

2. Forfin dit budskab

1. Definér og forstå din kunde.2. Forfin dit budskab.3. Skab den perfekte historie, der

forener kunden og dig.

3. Experience mapsPlanlæg den perfekte historie

EnterAnticipate Engage ReflectExit

Enri

ched

Exp

erie

nce

Po

ach

ed E

xper

ien

ce

Touchpoints CarOffice Walk-In Line Order Pay Sit WorkDrink Pack Up Walk Out Car

1.a Discussing with team the local places to grab a coffee.

1.b Decid-ing to go to Starbucks and work on de-sign reports.

1.c Hoping to find a close parking spot.

1.d Hoping Starbucks is not overly crowded and will have avail-able seating.

2.a Notice that there are a couple of people in line.

2.b Notice the narrow, con-fined layout.

2.c Enjoy the aroma of roasted coffee and mixed sweet, robust smells.

2.d The light-ing is pleasant, not overly bright and not too dim.

2.e The music seems ethnic, extended vocals, soft in style, volume too load and but my taste.

1.e Consider-ing alternative places just in case..

3.a The wait-ing line occu-pies the main traffic way.

3.b The menus across the counter are hard to read while in line.

baseline

3.c The line moves slow, people who just ordered are still in the same area. Becomes crowded.

3.d The order-ing process seems too slow. Inconsis-tent structure of service.

4.a The Barista acknowledges me with a smile.

4.b I can see the menu bet-ter now, but I feel rushed to order a drink.

4.c I feel forced to make a quick beverage se-lection. I play it safe by having what I always get.

4.d The baris-ta confirms my selection and asks my name to write on the cup.

4.e He writes down my name and some code on the cup and hands it off to another barista who will make it when he is finished with other orders.

2.f The room climate seems intentionally cold.

5.a The barista tells me the total and I pay with my credit card. He asks me if I want my receipt, I decline.

5.b My inter-action ends with him say-ing thank you. He doesn’t use my name.

5.c Now I move to the left of where i paid. Once again I feel crowded and out of place. People are walking by me. There isn’t a designated waiting ,sitting area.

5.d As I stand, the drinker maker shouts finished orders and places them on a drink stand. He screams Grande Chai.

5.e Confu-sion. Is this my drink? Why did he not call out my name or name and drink? I pick up the drink and see that it has Eric writ-ten on it.

6.a Grab my drink and look for a place to sit.

6.b I need, most im-portantly, an outlet and a workspace.

6.c I notice that there are only a few locations in the seating ar-eas that have outlets. This is discouraging.

6.d Most places are occupied. No outlets are available.

6.e The work-spaces seem small and impractical. Most are just have a small round wooden table with two wooden chairs.

6.f I find an empty reclined cushioned armchair. Next to it is a small wooden table shared by another person sitting in the other arm chair.

6.g The chair is comfortable and I continue to sit in it.

7.a The cub is hot, steaming, but withstand-ing in my hand.

7.b Smells roasty and sweet.

7.c First sip is too hot, but flavorful. I’m happy with the taste and my choice.

7.d The continued sips remain satisfying.

8.a I place my drink on the table next me and place my bag on the floor.

8.b I remove my computer and accesso-ries and now am shifting my coffee to find room for all of my things on this little cof-fee table.

8.c The table is too low to work from there, so I place my laptop in my lap. My drink remains on the table, my bag on the floor.

8.d I’m feel-ing crowded. I have no room to use my wire-less mouse. I now use the surface of the arm chair as my mouse pad. Not very effective.

8.e The crowd talking doesn’t bother me after awhile, but the music is way too loud and beginning to become a distraction.

8.f I enjoy the free wireless and the unlim-ited use. The signal strength is adequate.

8.g The music is really both-ering me. I put my head-phones on and play my mp3 songs.

8.h The bat-tery use on my computer is a concern now. I will begin looking for another table to work at.

8.i The air conditioning seems inten-tion. It’s cold outside and cold inside. I slip my jacket on.

8.j I continually finding myself people watch-ing while I work. There are interesting people here, so I’m not too bothered. I never like feel-ing alone. any

9.a The barista walks by me and makes an announce-ment to the tore that it will be closing shorty -10 pm.

9.b I would like to continue to work. I feel 10pm closing time is much too early, especially in a college town.

9.c I stand up and walk around until I find a hidden trash can to throw my cup into.

10.a I pack my things up and head out the door.

10.b The re-maining staff tell me to have a good night.

11.a I head to my car and wish that I could have stayed longer to work. I know that once I get home, I will be in the wrong mind state to continue working.

11.b The cof-fee was very good, but I was disap-pointed in the environment. Distracting music, small workspace, lack of power outlets.

Date: 3/22/10Eric - Repeat CustomerPurpose: To work/drink coffee

Ambience

Aroma

Audible Sensations

Second guessing

Worrying

Cold, draftySlightly crowded

Greeting

Unwilling to try something new, risk

Feeling rushed

Lack of personal spaceUnstructured

Fake

Factory line

Quick, convenient

Impersonal

Polite

FeedbackConfusingInconsistent

Loud

Lack of seatingLack of outlets

Not large work spaces

Sofa chair is comfortable

Uncomfortable wooden chairs

Tasty drink

Flavorable

Appropriate temperature

Not large work spaces

Furniture not ideal for computer work

Crowd conversation noise

Loud musicDistracting

Repeating, not my taste

Blasting air conditioning

Free Wi-Fi

People watching

Closing time

Good byes

Annoyed about closing time

Good drink

Annoyed about where I sat

Back hurts

Starbucks Experience Map

EnterAnticipate Engage ReflectExit

Enri

ched

Exp

erie

nce

Po

ach

ed E

xper

ien

ceTouchpoints CarOffice Walk-In Line Order Pay Sit WorkDrink Pack Up Walk Out Car

1.a Discussing with team the local places to grab a coffee.

1.b Decid-ing to go to Starbucks and work on de-sign reports.

1.c Hoping to find a close parking spot.

1.d Hoping Starbucks is not overly crowded and will have avail-able seating.

2.a Notice that there are a couple of people in line.

2.b Notice the narrow, con-fined layout.

2.c Enjoy the aroma of roasted coffee and mixed sweet, robust smells.

2.d The light-ing is pleasant, not overly bright and not too dim.

2.e The music seems ethnic, extended vocals, soft in style, volume too load and but my taste.

1.e Consider-ing alternative places just in case..

3.a The wait-ing line occu-pies the main traffic way.

3.b The menus across the counter are hard to read while in line.

baseline

3.c The line moves slow, people who just ordered are still in the same area. Becomes crowded.

3.d The order-ing process seems too slow. Inconsis-tent structure of service.

4.a The Barista acknowledges me with a smile.

4.b I can see the menu bet-ter now, but I feel rushed to order a drink.

4.c I feel forced to make a quick beverage se-lection. I play it safe by having what I always get.

4.d The baris-ta confirms my selection and asks my name to write on the cup.

4.e He writes down my name and some code on the cup and hands it off to another barista who will make it when he is finished with other orders.

2.f The room climate seems intentionally cold.

5.a The barista tells me the total and I pay with my credit card. He asks me if I want my receipt, I decline.

5.b My inter-action ends with him say-ing thank you. He doesn’t use my name.

5.c Now I move to the left of where i paid. Once again I feel crowded and out of place. People are walking by me. There isn’t a designated waiting ,sitting area.

5.d As I stand, the drinker maker shouts finished orders and places them on a drink stand. He screams Grande Chai.

5.e Confu-sion. Is this my drink? Why did he not call out my name or name and drink? I pick up the drink and see that it has Eric writ-ten on it.

6.a Grab my drink and look for a place to sit.

6.b I need, most im-portantly, an outlet and a workspace.

6.c I notice that there are only a few locations in the seating ar-eas that have outlets. This is discouraging.

6.d Most places are occupied. No outlets are available.

6.e The work-spaces seem small and impractical. Most are just have a small round wooden table with two wooden chairs.

6.f I find an empty reclined cushioned armchair. Next to it is a small wooden table shared by another person sitting in the other arm chair.

6.g The chair is comfortable and I continue to sit in it.

7.a The cub is hot, steaming, but withstand-ing in my hand.

7.b Smells roasty and sweet.

7.c First sip is too hot, but flavorful. I’m happy with the taste and my choice.

7.d The continued sips remain satisfying.

8.a I place my drink on the table next me and place my bag on the floor.

8.b I remove my computer and accesso-ries and now am shifting my coffee to find room for all of my things on this little cof-fee table.

8.c The table is too low to work from there, so I place my laptop in my lap. My drink remains on the table, my bag on the floor.

8.d I’m feel-ing crowded. I have no room to use my wire-less mouse. I now use the surface of the arm chair as my mouse pad. Not very effective.

8.e The crowd talking doesn’t bother me after awhile, but the music is way too loud and beginning to become a distraction.

8.f I enjoy the free wireless and the unlim-ited use. The signal strength is adequate.

8.g The music is really both-ering me. I put my head-phones on and play my mp3 songs.

8.h The bat-tery use on my computer is a concern now. I will begin looking for another table to work at.

8.i The air conditioning seems inten-tion. It’s cold outside and cold inside. I slip my jacket on.

8.j I continually finding myself people watch-ing while I work. There are interesting people here, so I’m not too bothered. I never like feel-ing alone. any

9.a The barista walks by me and makes an announce-ment to the tore that it will be closing shorty -10 pm.

9.b I would like to continue to work. I feel 10pm closing time is much too early, especially in a college town.

9.c I stand up and walk around until I find a hidden trash can to throw my cup into.

10.a I pack my things up and head out the door.

10.b The re-maining staff tell me to have a good night.

11.a I head to my car and wish that I could have stayed longer to work. I know that once I get home, I will be in the wrong mind state to continue working.

11.b The cof-fee was very good, but I was disap-pointed in the environment. Distracting music, small workspace, lack of power outlets.

Date: 3/22/10Eric - Repeat CustomerPurpose: To work/drink coffee

Ambience

Aroma

Audible Sensations

Second guessing

Worrying

Cold, draftySlightly crowded

Greeting

Unwilling to try something new, risk

Feeling rushed

Lack of personal spaceUnstructured

Fake

Factory line

Quick, convenient

Impersonal

Polite

FeedbackConfusingInconsistent

Loud

Lack of seatingLack of outlets

Not large work spaces

Sofa chair is comfortable

Uncomfortable wooden chairs

Tasty drink

Flavorable

Appropriate temperature

Not large work spaces

Furniture not ideal for computer work

Crowd conversation noise

Loud musicDistracting

Repeating, not my taste

Blasting air conditioning

Free Wi-Fi

People watching

Closing time

Good byes

Annoyed about closing time

Good drink

Annoyed about where I sat

Back hurts

Starbucks Experience Map

EnterAnticipate Engage ReflectExit

Enri

ched

Exp

erie

nce

Po

ach

ed E

xper

ien

ceTouchpoints CarOffice Walk-In Line Order Pay Sit WorkDrink Pack Up Walk Out Car

1.a Discussing with team the local places to grab a coffee.

1.b Decid-ing to go to Starbucks and work on de-sign reports.

1.c Hoping to find a close parking spot.

1.d Hoping Starbucks is not overly crowded and will have avail-able seating.

2.a Notice that there are a couple of people in line.

2.b Notice the narrow, con-fined layout.

2.c Enjoy the aroma of roasted coffee and mixed sweet, robust smells.

2.d The light-ing is pleasant, not overly bright and not too dim.

2.e The music seems ethnic, extended vocals, soft in style, volume too load and but my taste.

1.e Consider-ing alternative places just in case..

3.a The wait-ing line occu-pies the main traffic way.

3.b The menus across the counter are hard to read while in line.

baseline

3.c The line moves slow, people who just ordered are still in the same area. Becomes crowded.

3.d The order-ing process seems too slow. Inconsis-tent structure of service.

4.a The Barista acknowledges me with a smile.

4.b I can see the menu bet-ter now, but I feel rushed to order a drink.

4.c I feel forced to make a quick beverage se-lection. I play it safe by having what I always get.

4.d The baris-ta confirms my selection and asks my name to write on the cup.

4.e He writes down my name and some code on the cup and hands it off to another barista who will make it when he is finished with other orders.

2.f The room climate seems intentionally cold.

5.a The barista tells me the total and I pay with my credit card. He asks me if I want my receipt, I decline.

5.b My inter-action ends with him say-ing thank you. He doesn’t use my name.

5.c Now I move to the left of where i paid. Once again I feel crowded and out of place. People are walking by me. There isn’t a designated waiting ,sitting area.

5.d As I stand, the drinker maker shouts finished orders and places them on a drink stand. He screams Grande Chai.

5.e Confu-sion. Is this my drink? Why did he not call out my name or name and drink? I pick up the drink and see that it has Eric writ-ten on it.

6.a Grab my drink and look for a place to sit.

6.b I need, most im-portantly, an outlet and a workspace.

6.c I notice that there are only a few locations in the seating ar-eas that have outlets. This is discouraging.

6.d Most places are occupied. No outlets are available.

6.e The work-spaces seem small and impractical. Most are just have a small round wooden table with two wooden chairs.

6.f I find an empty reclined cushioned armchair. Next to it is a small wooden table shared by another person sitting in the other arm chair.

6.g The chair is comfortable and I continue to sit in it.

7.a The cub is hot, steaming, but withstand-ing in my hand.

7.b Smells roasty and sweet.

7.c First sip is too hot, but flavorful. I’m happy with the taste and my choice.

7.d The continued sips remain satisfying.

8.a I place my drink on the table next me and place my bag on the floor.

8.b I remove my computer and accesso-ries and now am shifting my coffee to find room for all of my things on this little cof-fee table.

8.c The table is too low to work from there, so I place my laptop in my lap. My drink remains on the table, my bag on the floor.

8.d I’m feel-ing crowded. I have no room to use my wire-less mouse. I now use the surface of the arm chair as my mouse pad. Not very effective.

8.e The crowd talking doesn’t bother me after awhile, but the music is way too loud and beginning to become a distraction.

8.f I enjoy the free wireless and the unlim-ited use. The signal strength is adequate.

8.g The music is really both-ering me. I put my head-phones on and play my mp3 songs.

8.h The bat-tery use on my computer is a concern now. I will begin looking for another table to work at.

8.i The air conditioning seems inten-tion. It’s cold outside and cold inside. I slip my jacket on.

8.j I continually finding myself people watch-ing while I work. There are interesting people here, so I’m not too bothered. I never like feel-ing alone. any

9.a The barista walks by me and makes an announce-ment to the tore that it will be closing shorty -10 pm.

9.b I would like to continue to work. I feel 10pm closing time is much too early, especially in a college town.

9.c I stand up and walk around until I find a hidden trash can to throw my cup into.

10.a I pack my things up and head out the door.

10.b The re-maining staff tell me to have a good night.

11.a I head to my car and wish that I could have stayed longer to work. I know that once I get home, I will be in the wrong mind state to continue working.

11.b The cof-fee was very good, but I was disap-pointed in the environment. Distracting music, small workspace, lack of power outlets.

Date: 3/22/10Eric - Repeat CustomerPurpose: To work/drink coffee

Ambience

Aroma

Audible Sensations

Second guessing

Worrying

Cold, draftySlightly crowded

Greeting

Unwilling to try something new, risk

Feeling rushed

Lack of personal spaceUnstructured

Fake

Factory line

Quick, convenient

Impersonal

Polite

FeedbackConfusingInconsistent

Loud

Lack of seatingLack of outlets

Not large work spaces

Sofa chair is comfortable

Uncomfortable wooden chairs

Tasty drink

Flavorable

Appropriate temperature

Not large work spaces

Furniture not ideal for computer work

Crowd conversation noise

Loud musicDistracting

Repeating, not my taste

Blasting air conditioning

Free Wi-Fi

People watching

Closing time

Good byes

Annoyed about closing time

Good drink

Annoyed about where I sat

Back hurts

Starbucks Experience Map

EnterAnticipate Engage ReflectExit

Enri

ched

Exp

erie

nce

Po

ach

ed E

xper

ien

ce

Touchpoints CarOffice Walk-In Line Order Pay Sit WorkDrink Pack Up Walk Out Car

1.a Discussing with team the local places to grab a coffee.

1.b Decid-ing to go to Starbucks and work on de-sign reports.

1.c Hoping to find a close parking spot.

1.d Hoping Starbucks is not overly crowded and will have avail-able seating.

2.a Notice that there are a couple of people in line.

2.b Notice the narrow, con-fined layout.

2.c Enjoy the aroma of roasted coffee and mixed sweet, robust smells.

2.d The light-ing is pleasant, not overly bright and not too dim.

2.e The music seems ethnic, extended vocals, soft in style, volume too load and but my taste.

1.e Consider-ing alternative places just in case..

3.a The wait-ing line occu-pies the main traffic way.

3.b The menus across the counter are hard to read while in line.

baseline

3.c The line moves slow, people who just ordered are still in the same area. Becomes crowded.

3.d The order-ing process seems too slow. Inconsis-tent structure of service.

4.a The Barista acknowledges me with a smile.

4.b I can see the menu bet-ter now, but I feel rushed to order a drink.

4.c I feel forced to make a quick beverage se-lection. I play it safe by having what I always get.

4.d The baris-ta confirms my selection and asks my name to write on the cup.

4.e He writes down my name and some code on the cup and hands it off to another barista who will make it when he is finished with other orders.

2.f The room climate seems intentionally cold.

5.a The barista tells me the total and I pay with my credit card. He asks me if I want my receipt, I decline.

5.b My inter-action ends with him say-ing thank you. He doesn’t use my name.

5.c Now I move to the left of where i paid. Once again I feel crowded and out of place. People are walking by me. There isn’t a designated waiting ,sitting area.

5.d As I stand, the drinker maker shouts finished orders and places them on a drink stand. He screams Grande Chai.

5.e Confu-sion. Is this my drink? Why did he not call out my name or name and drink? I pick up the drink and see that it has Eric writ-ten on it.

6.a Grab my drink and look for a place to sit.

6.b I need, most im-portantly, an outlet and a workspace.

6.c I notice that there are only a few locations in the seating ar-eas that have outlets. This is discouraging.

6.d Most places are occupied. No outlets are available.

6.e The work-spaces seem small and impractical. Most are just have a small round wooden table with two wooden chairs.

6.f I find an empty reclined cushioned armchair. Next to it is a small wooden table shared by another person sitting in the other arm chair.

6.g The chair is comfortable and I continue to sit in it.

7.a The cub is hot, steaming, but withstand-ing in my hand.

7.b Smells roasty and sweet.

7.c First sip is too hot, but flavorful. I’m happy with the taste and my choice.

7.d The continued sips remain satisfying.

8.a I place my drink on the table next me and place my bag on the floor.

8.b I remove my computer and accesso-ries and now am shifting my coffee to find room for all of my things on this little cof-fee table.

8.c The table is too low to work from there, so I place my laptop in my lap. My drink remains on the table, my bag on the floor.

8.d I’m feel-ing crowded. I have no room to use my wire-less mouse. I now use the surface of the arm chair as my mouse pad. Not very effective.

8.e The crowd talking doesn’t bother me after awhile, but the music is way too loud and beginning to become a distraction.

8.f I enjoy the free wireless and the unlim-ited use. The signal strength is adequate.

8.g The music is really both-ering me. I put my head-phones on and play my mp3 songs.

8.h The bat-tery use on my computer is a concern now. I will begin looking for another table to work at.

8.i The air conditioning seems inten-tion. It’s cold outside and cold inside. I slip my jacket on.

8.j I continually finding myself people watch-ing while I work. There are interesting people here, so I’m not too bothered. I never like feel-ing alone. any

9.a The barista walks by me and makes an announce-ment to the tore that it will be closing shorty -10 pm.

9.b I would like to continue to work. I feel 10pm closing time is much too early, especially in a college town.

9.c I stand up and walk around until I find a hidden trash can to throw my cup into.

10.a I pack my things up and head out the door.

10.b The re-maining staff tell me to have a good night.

11.a I head to my car and wish that I could have stayed longer to work. I know that once I get home, I will be in the wrong mind state to continue working.

11.b The cof-fee was very good, but I was disap-pointed in the environment. Distracting music, small workspace, lack of power outlets.

Date: 3/22/10Eric - Repeat CustomerPurpose: To work/drink coffee

Ambience

Aroma

Audible Sensations

Second guessing

Worrying

Cold, draftySlightly crowded

Greeting

Unwilling to try something new, risk

Feeling rushed

Lack of personal spaceUnstructured

Fake

Factory line

Quick, convenient

Impersonal

Polite

FeedbackConfusingInconsistent

Loud

Lack of seatingLack of outlets

Not large work spaces

Sofa chair is comfortable

Uncomfortable wooden chairs

Tasty drink

Flavorable

Appropriate temperature

Not large work spaces

Furniture not ideal for computer work

Crowd conversation noise

Loud musicDistracting

Repeating, not my taste

Blasting air conditioning

Free Wi-Fi

People watching

Closing time

Good byes

Annoyed about closing time

Good drink

Annoyed about where I sat

Back hurts

Starbucks Experience Map

EnterAnticipate Engage ReflectExit

Enri

ched

Exp

erie

nce

Po

ach

ed E

xper

ien

ce

Touchpoints CarOffice Walk-In Line Order Pay Sit WorkDrink Pack Up Walk Out Car

1.a Discussing with team the local places to grab a coffee.

1.b Decid-ing to go to Starbucks and work on de-sign reports.

1.c Hoping to find a close parking spot.

1.d Hoping Starbucks is not overly crowded and will have avail-able seating.

2.a Notice that there are a couple of people in line.

2.b Notice the narrow, con-fined layout.

2.c Enjoy the aroma of roasted coffee and mixed sweet, robust smells.

2.d The light-ing is pleasant, not overly bright and not too dim.

2.e The music seems ethnic, extended vocals, soft in style, volume too load and but my taste.

1.e Consider-ing alternative places just in case..

3.a The wait-ing line occu-pies the main traffic way.

3.b The menus across the counter are hard to read while in line.

baseline

3.c The line moves slow, people who just ordered are still in the same area. Becomes crowded.

3.d The order-ing process seems too slow. Inconsis-tent structure of service.

4.a The Barista acknowledges me with a smile.

4.b I can see the menu bet-ter now, but I feel rushed to order a drink.

4.c I feel forced to make a quick beverage se-lection. I play it safe by having what I always get.

4.d The baris-ta confirms my selection and asks my name to write on the cup.

4.e He writes down my name and some code on the cup and hands it off to another barista who will make it when he is finished with other orders.

2.f The room climate seems intentionally cold.

5.a The barista tells me the total and I pay with my credit card. He asks me if I want my receipt, I decline.

5.b My inter-action ends with him say-ing thank you. He doesn’t use my name.

5.c Now I move to the left of where i paid. Once again I feel crowded and out of place. People are walking by me. There isn’t a designated waiting ,sitting area.

5.d As I stand, the drinker maker shouts finished orders and places them on a drink stand. He screams Grande Chai.

5.e Confu-sion. Is this my drink? Why did he not call out my name or name and drink? I pick up the drink and see that it has Eric writ-ten on it.

6.a Grab my drink and look for a place to sit.

6.b I need, most im-portantly, an outlet and a workspace.

6.c I notice that there are only a few locations in the seating ar-eas that have outlets. This is discouraging.

6.d Most places are occupied. No outlets are available.

6.e The work-spaces seem small and impractical. Most are just have a small round wooden table with two wooden chairs.

6.f I find an empty reclined cushioned armchair. Next to it is a small wooden table shared by another person sitting in the other arm chair.

6.g The chair is comfortable and I continue to sit in it.

7.a The cub is hot, steaming, but withstand-ing in my hand.

7.b Smells roasty and sweet.

7.c First sip is too hot, but flavorful. I’m happy with the taste and my choice.

7.d The continued sips remain satisfying.

8.a I place my drink on the table next me and place my bag on the floor.

8.b I remove my computer and accesso-ries and now am shifting my coffee to find room for all of my things on this little cof-fee table.

8.c The table is too low to work from there, so I place my laptop in my lap. My drink remains on the table, my bag on the floor.

8.d I’m feel-ing crowded. I have no room to use my wire-less mouse. I now use the surface of the arm chair as my mouse pad. Not very effective.

8.e The crowd talking doesn’t bother me after awhile, but the music is way too loud and beginning to become a distraction.

8.f I enjoy the free wireless and the unlim-ited use. The signal strength is adequate.

8.g The music is really both-ering me. I put my head-phones on and play my mp3 songs.

8.h The bat-tery use on my computer is a concern now. I will begin looking for another table to work at.

8.i The air conditioning seems inten-tion. It’s cold outside and cold inside. I slip my jacket on.

8.j I continually finding myself people watch-ing while I work. There are interesting people here, so I’m not too bothered. I never like feel-ing alone. any

9.a The barista walks by me and makes an announce-ment to the tore that it will be closing shorty -10 pm.

9.b I would like to continue to work. I feel 10pm closing time is much too early, especially in a college town.

9.c I stand up and walk around until I find a hidden trash can to throw my cup into.

10.a I pack my things up and head out the door.

10.b The re-maining staff tell me to have a good night.

11.a I head to my car and wish that I could have stayed longer to work. I know that once I get home, I will be in the wrong mind state to continue working.

11.b The cof-fee was very good, but I was disap-pointed in the environment. Distracting music, small workspace, lack of power outlets.

Date: 3/22/10Eric - Repeat CustomerPurpose: To work/drink coffee

Ambience

Aroma

Audible Sensations

Second guessing

Worrying

Cold, draftySlightly crowded

Greeting

Unwilling to try something new, risk

Feeling rushed

Lack of personal spaceUnstructured

Fake

Factory line

Quick, convenient

Impersonal

Polite

FeedbackConfusingInconsistent

Loud

Lack of seatingLack of outlets

Not large work spaces

Sofa chair is comfortable

Uncomfortable wooden chairs

Tasty drink

Flavorable

Appropriate temperature

Not large work spaces

Furniture not ideal for computer work

Crowd conversation noise

Loud musicDistracting

Repeating, not my taste

Blasting air conditioning

Free Wi-Fi

People watching

Closing time

Good byes

Annoyed about closing time

Good drink

Annoyed about where I sat

Back hurts

Starbucks Experience Map

EnterAnticipate Engage ReflectExit

Enri

ched

Exp

erie

nce

Po

ach

ed E

xper

ien

ce

Touchpoints CarOffice Walk-In Line Order Pay Sit WorkDrink Pack Up Walk Out Car

1.a Discussing with team the local places to grab a coffee.

1.b Decid-ing to go to Starbucks and work on de-sign reports.

1.c Hoping to find a close parking spot.

1.d Hoping Starbucks is not overly crowded and will have avail-able seating.

2.a Notice that there are a couple of people in line.

2.b Notice the narrow, con-fined layout.

2.c Enjoy the aroma of roasted coffee and mixed sweet, robust smells.

2.d The light-ing is pleasant, not overly bright and not too dim.

2.e The music seems ethnic, extended vocals, soft in style, volume too load and but my taste.

1.e Consider-ing alternative places just in case..

3.a The wait-ing line occu-pies the main traffic way.

3.b The menus across the counter are hard to read while in line.

baseline

3.c The line moves slow, people who just ordered are still in the same area. Becomes crowded.

3.d The order-ing process seems too slow. Inconsis-tent structure of service.

4.a The Barista acknowledges me with a smile.

4.b I can see the menu bet-ter now, but I feel rushed to order a drink.

4.c I feel forced to make a quick beverage se-lection. I play it safe by having what I always get.

4.d The baris-ta confirms my selection and asks my name to write on the cup.

4.e He writes down my name and some code on the cup and hands it off to another barista who will make it when he is finished with other orders.

2.f The room climate seems intentionally cold.

5.a The barista tells me the total and I pay with my credit card. He asks me if I want my receipt, I decline.

5.b My inter-action ends with him say-ing thank you. He doesn’t use my name.

5.c Now I move to the left of where i paid. Once again I feel crowded and out of place. People are walking by me. There isn’t a designated waiting ,sitting area.

5.d As I stand, the drinker maker shouts finished orders and places them on a drink stand. He screams Grande Chai.

5.e Confu-sion. Is this my drink? Why did he not call out my name or name and drink? I pick up the drink and see that it has Eric writ-ten on it.

6.a Grab my drink and look for a place to sit.

6.b I need, most im-portantly, an outlet and a workspace.

6.c I notice that there are only a few locations in the seating ar-eas that have outlets. This is discouraging.

6.d Most places are occupied. No outlets are available.

6.e The work-spaces seem small and impractical. Most are just have a small round wooden table with two wooden chairs.

6.f I find an empty reclined cushioned armchair. Next to it is a small wooden table shared by another person sitting in the other arm chair.

6.g The chair is comfortable and I continue to sit in it.

7.a The cub is hot, steaming, but withstand-ing in my hand.

7.b Smells roasty and sweet.

7.c First sip is too hot, but flavorful. I’m happy with the taste and my choice.

7.d The continued sips remain satisfying.

8.a I place my drink on the table next me and place my bag on the floor.

8.b I remove my computer and accesso-ries and now am shifting my coffee to find room for all of my things on this little cof-fee table.

8.c The table is too low to work from there, so I place my laptop in my lap. My drink remains on the table, my bag on the floor.

8.d I’m feel-ing crowded. I have no room to use my wire-less mouse. I now use the surface of the arm chair as my mouse pad. Not very effective.

8.e The crowd talking doesn’t bother me after awhile, but the music is way too loud and beginning to become a distraction.

8.f I enjoy the free wireless and the unlim-ited use. The signal strength is adequate.

8.g The music is really both-ering me. I put my head-phones on and play my mp3 songs.

8.h The bat-tery use on my computer is a concern now. I will begin looking for another table to work at.

8.i The air conditioning seems inten-tion. It’s cold outside and cold inside. I slip my jacket on.

8.j I continually finding myself people watch-ing while I work. There are interesting people here, so I’m not too bothered. I never like feel-ing alone. any

9.a The barista walks by me and makes an announce-ment to the tore that it will be closing shorty -10 pm.

9.b I would like to continue to work. I feel 10pm closing time is much too early, especially in a college town.

9.c I stand up and walk around until I find a hidden trash can to throw my cup into.

10.a I pack my things up and head out the door.

10.b The re-maining staff tell me to have a good night.

11.a I head to my car and wish that I could have stayed longer to work. I know that once I get home, I will be in the wrong mind state to continue working.

11.b The cof-fee was very good, but I was disap-pointed in the environment. Distracting music, small workspace, lack of power outlets.

Date: 3/22/10Eric - Repeat CustomerPurpose: To work/drink coffee

Ambience

Aroma

Audible Sensations

Second guessing

Worrying

Cold, draftySlightly crowded

Greeting

Unwilling to try something new, risk

Feeling rushed

Lack of personal spaceUnstructured

Fake

Factory line

Quick, convenient

Impersonal

Polite

FeedbackConfusingInconsistent

Loud

Lack of seatingLack of outlets

Not large work spaces

Sofa chair is comfortable

Uncomfortable wooden chairs

Tasty drink

Flavorable

Appropriate temperature

Not large work spaces

Furniture not ideal for computer work

Crowd conversation noise

Loud musicDistracting

Repeating, not my taste

Blasting air conditioning

Free Wi-Fi

People watching

Closing time

Good byes

Annoyed about closing time

Good drink

Annoyed about where I sat

Back hurts

Starbucks Experience Map

Lav dit egetExperience Map

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1.����������� ������������������  KONTEKST!

Step����������� ������������������  1 Step����������� ������������������  2 ...Step����������� ������������������  n

1.����������� ������������������  KONTEKST! 1.����������� ������������������  KONTEKST!

1.����������� ������������������  KONTEKST!

2.����������� ������������������  FøLELSER!

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1.����������� ������������������  KONTEKST!

2.����������� ������������������  FøLELSER!1.����������� ������������������  KONTEKST!

2.����������� ������������������  FøLELSER!

1.����������� ������������������  KONTEKST!

2.����������� ������������������  FøLELSER!

3.����������� ������������������  BEHOV!

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1.����������� ������������������  KONTEKST!

2.����������� ������������������  FøLELSER!

3.����������� ������������������  BEHOV!

1.����������� ������������������  KONTEKST!

2.����������� ������������������  FøLELSER!

3.����������� ������������������  BEHOV!

Case study

1. Sæt dig ind i kundens verdenDe er hovedpersonerne i din historie

http://politiken.dk/debat/profiler/larshedebo/ECE1704177/dsb-lader-hovedbanegaarden-forfalde/

2. Forfin dit budskab

QuizHvor skal jeg sidde?

DSB 1’

DSB 1’

8. maj 2013

DSB 1’

8. maj 2013

DSB 1’

8. maj 2013

København H13:28

DSB 1’

8. maj 2013

København H13:28

Esbjerg16:26

DSB 1’

8. maj 2013

København H13:28

Esbjerg16:26

DSB 1’

8. maj 2013

København H13:28

Esbjerg16:26

Vogn 21

Sæder 24, 27

København - Esbjerg

DSB 1’

8. maj 2013

København H13:28

Esbjerg16:26

Vogn 21

Sæder 24, 27

København - Esbjerg

DSB 1’

8. maj 2013

København H13:28

Esbjerg16:26

Vogn 21

Sæder 24, 27

København - Esbjerg

Vis kvittering

DSB 1’

8. maj 2013

København H13:28

Esbjerg16:26

Vogn 21

Sæder 24, 27

København - Esbjerg

Vis kvittering

DSB 1’

3. Experience mapsPlanlæg den perfekte historie

Billetbestilling

Billetbestilling I toget

Billetbestilling Transport til banegård Ventetid Gå til rette spor I toget

Billetbestilling Transport til banegård Ventetid Gå til rette spor I toget

Billetbestilling

KontekstHjemmeCafé

Billetbestilling

KontekstHjemmeCafé

BehovAfgang/ankomsttidAntal skiftRejsetiden

Billetbestilling

KontekstHjemmeCafé

BehovAfgang/ankomsttidAntal skiftRejsetiden

FølelseHast”Jeg vil hjem”

Billetbestilling

KontekstHjemmeCafé

BehovAfgang/ankomsttidAntal skiftRejsetiden

FølelseHast”Jeg vil hjem”

Billetbestilling

KontekstHjemmeCafé

BehovAfgang/ankomsttidAntal skiftRejsetiden

FølelseHast”Jeg vil hjem”

Billetbestilling

19:42 - 22:50 (3:08) 0 skift

20:02 - 23:22 (3:20) 1 skift

20:42 - 23:55 (3:13) 0 skift

20:48 - 00:05 (3:37) 2 skift

21:02 - 00:12 (3:10) 0 skift

10. maj 2013

Billetbestilling Transport til banegård Ventetid Gå til rette spor I toget

Billetbestilling Transport til banegård Ventetid Gå til rette spor I toget

Transport til banegård

KontekstCaféFortov

Transport til banegård

KontekstCaféFortov

BehovAfgangBanegårdens adresse

Transport til banegård

Dit tog til Esbjerg kører om 1 timeFra København H

Ok

Vis på kort

KontekstCaféFortov

BehovAfgangBanegårdens adresse

Følelse“Når jeg det nu?”“Hvordan finder jeg derhen?”

Transport til banegård

Dit tog til Esbjerg kører om 1 timeFra København H

Ok

Vis på kort

KontekstCaféFortov

BehovAfgangBanegårdens adresse

Følelse“Når jeg det nu?”“Hvordan finder jeg derhen?”

Transport til banegård

Dit tog til Esbjerg kører om 1 timeFra København H

Ok

Vis på kort

KontekstCaféFortov

BehovAfgangBanegårdens adresse

Følelse“Når jeg det nu?”“Hvordan finder jeg derhen?”

Transport til banegård

Dit tog til Esbjerg kører om 1 timeFra København H

Ok

Vis på kort

Dit tog til Esbjerg kører om 30 minutter

Fra København H

Ok

Vis på kort

Dit tog til Esbjerg kører om 1 timeFra København H

Ok

Vis på kort

Dit tog til Esbjerg kører om 30 minutter

Fra København H

Ok

Vis på kort

Billetbestilling Transport til banegård Ventetid Gå til rette spor I toget

Billetbestilling Transport til banegård Ventetid Gå til rette spor I toget

Ventetid på banegård

KontekstBanegården

Ventetid på banegård

KontekstBanegården

BehovAfgangstidSpor(Underholdning)

Ventetid på banegård

KontekstBanegården

BehovAfgangstidSpor(Underholdning)

Følelse“Hvad er klokken?”“Hvornår skal jeg gå til sporet?”“Hvor skal jeg hen?”

Ventetid på banegård

KontekstBanegården

BehovAfgangstidSpor(Underholdning)

Følelse“Hvad er klokken?”“Hvornår skal jeg gå til sporet?”“Hvor skal jeg hen?”

Ventetid på banegård

Om 32 min. fra København H

13:28 København H - EsbjergKontekstBanegården

BehovAfgangstidSpor(Underholdning)

Følelse“Hvad er klokken?”“Hvornår skal jeg gå til sporet?”“Hvor skal jeg hen?”

Ventetid på banegård

Billetbestilling Transport til banegård Ventetid Gå til rette spor I toget

Billetbestilling Transport til banegård Ventetid Gå til rette spor I toget

Gå til rette spor

KontekstBanegården

Gå til rette spor

KontekstBanegården

BehovAfgangstidSpor-nummerVej til sporet

Gå til rette spor

KontekstBanegården

BehovAfgangstidSpor-nummerVej til sporet

Følelse“Når jeg det nu?”“Shit, jeg har glemt tiden”

Gå til rette spor

Dit tog til Esbjerg kører om 15 minutter

Gå til spor 7

Ok

KontekstBanegården

BehovAfgangstidSpor-nummerVej til sporet

Følelse“Når jeg det nu?”“Shit, jeg har glemt tiden”

Gå til rette spor

KontekstBanegården

BehovAfgangstidSpor-nummerVej til sporet

Følelse“Når jeg det nu?”“Shit, jeg har glemt tiden”

Gå til rette spor

4 min. til afgang. Gå til spor 7KontekstBanegården

BehovAfgangstidSpor-nummerVej til sporet

Følelse“Når jeg det nu?”“Shit, jeg har glemt tiden”

Gå til rette spor

4 min. til afgang. Gå til spor 7KontekstBanegården

BehovAfgangstidSpor-nummerVej til sporet

Følelse“Når jeg det nu?”“Shit, jeg har glemt tiden”

Gå til rette spor

Billetbestilling Transport til banegård Ventetid Gå til rette spor I toget

Billetbestilling Transport til banegård Ventetid Gå til rette spor I toget

Visning af billet

KontekstI toget

Visning af billet

KontekstI toget

BehovBilletkode til konduktøren

Visning af billet

KontekstI toget

BehovBilletkode til konduktøren

Følelse“Hvor er min telefon?”“Hvad skal jeg gøre?”

Visning af billet

KontekstI toget

BehovBilletkode til konduktøren

Følelse“Hvor er min telefon?”“Hvad skal jeg gøre?”

Visning af billet

Klik for at vise billet til konduktørenKontekstI toget

BehovBilletkode til konduktøren

Følelse“Hvor er min telefon?”“Hvad skal jeg gøre?”

Visning af billet

Klik for at vise billet til konduktørenKontekstI toget

BehovBilletkode til konduktøren

Følelse“Hvor er min telefon?”“Hvad skal jeg gøre?”

Visning af billet

Billetbestilling Transport til banegård Ventetid Gå til rette spor I toget

It ain’t rocket surgery!

De små detaljergør forskellen

1. Sæt dig i kundens sted

2. Forfin dit budskab

3. Skabe den perfekte historie

1. Sæt dig i kundens sted

2. Forfin dit budskab

3. Skabe den perfekte historie

Empati

Mini-personas

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1. Sæt dig i kundens sted

2. Forfin dit budskab

3. Skabe den perfekte historie

1. Sæt dig i kundens sted

2. Forfin dit budskab

3. Skabe den perfekte historie

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MBA����������� ������������������  øvelsenFill-in-the-blanks

1. Sæt dig i kundens sted

2. Forfin dit budskab

3. Skabe den perfekte historie

1. Sæt dig i kundens sted

2. Forfin dit budskab

3. Skabe den perfekte historie

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1. Sæt dig i kundens sted

2. Forfin dit budskab

3. Skabe den perfekte historie

Hvilken business er du i?product vs. people

Nicolaj Kirkgaard Nielsen

Email: mail@nicolajkn.dk

Twitter : @kinkobal

Google+: gplus.to/nicolajkn

Blog: nicolajkn.dk

Speaker-kode:mcnielsen