DESIGN THINKING HOW TO CREATE GREAT USER EXPERIENCES

Natalija (Piktochart) BarCamp @Penang July 27, 2013

ABOUT ME

EDUCATION EXPERIENCE

BSc in Economics and Business // Stockholm School of Economics in Riga, LV Graduate Erasmus Scholarship // Copenhagen Business School, Denmark MSc in Strategic Marketing // Maastricht University, the Netherlands

4 years in market research, marketing, communications, consulting Startup Pirates Maastricht // entrepreneur accelerator programme Service Science Factory // design thinking & innovation consulting Not Perfect | Y&R // advertising agency

NATALIJA SNAPKAUSKAITE

“visual presentations intended to communicate complex information, data or knowledge quickly and clearly. By presenting information in a compact and creative format, infographics are able to quickly convey knowledge and engage its viewers.”

INFOGRAPHICS

EXAMPLES

DESIGN THINKING

DESIGN

DESIGN CREATES FORM AND FUNCTIONALITY FROM A USER PERSPECTIVE

(SERVICE) DESIGN THINKING IS…

… USER-CENTERED

… A HOLISTIC WAY FOR A BUSINESS TO GAIN A COMPREHENSIVE, EMPATHIC UNDERSTANDING OF CUSTOMER NEEDS

AND THE NATURE OF RELATIONS BETWEEN PEOPLE AND OTHER PEOPLE, BETWEEN PEOPLE AND THINGS, BETWEEN PEOPLE AND ORGANIZATIONS, AND BETWEEN ORGANIZATIONS OF DIFFERENT KINDS.

AS IT IS ALL ABOUT MAKING GOODS / SERVICES USEFUL, USABLE, EFFICIENT, EFFECTIVE AND DESIRABLE

CASE STUDY COMPANY

PROJECT

DETAILS

Umpqua

Umpqua bank’s flagship experience is part boutique hotel lobby, part retail, with a little bit of coffee shop sprinkled in.

The first week the store was open it generated a record $1million in deposits. Nine months into the first year Umpqua’s new store had a record $50 million in deposits. Since then, Umpqua has rolled out the new bank concept to all of its 162 stores. Umpqua’s new stores create 2.25 times higher deposits, two times average deposit balances, two times average loan balances and significantly higher cross sells with these customers. Umpqua also reports that recruiting people to work in these stores is easier. They feel the new store experience also helped Umpqua become one of Fortune magazine’s 100 Best Companies to work for three years in a row.

CASE STUDY ORGANIZATION

PROJECT

DETAILS

Buckinghamshire County Council

Engage the community and improve the access to health and social care services for both urban and rural residents who are 50+.

The result was HealthConnect, a service development proposal to improve access to health and social care services in Buckinghamshire. It includes a range of channels and ways of accessing more useful information and how healthcare and transport providers can work more efficiently together to support the access of residents to their services. The project had immediate impact, with Wycombe District Council, Chiltern District Council, Oxford City Council, Bucks Primary Care Trust, and Wycombe Hospital Trust all integrating concepts from HealthConnect, such as journey planning information on their websites.

GREAT CUSTOMER EXPERIENCES

ONLINE

5 STEPS

4

2

5

3

1 Who your customers are?

What are their motivations? Needs?

How do they behave?

What can be improved?

Prototype and test

WHO ARE THEY? PIKTOCHART (EXISTING AND POTENTIAL) CUSTOMERS

1

PERSONAS (3 to 6) STORIES AND ARTEFACTS STAKEHOLDER MAP

TOOLBOX

2

PERSONAS ARE FICTIONAL PROFILES, OFTEN DEVELOPED AS A WAY OF REPRESENTING A PARTICULAR GROUP BASED ON THEIR SHARED CHARACTERISTICS.

THEY REPRESENT A “CHARACTER” WITH WHICH A MANAGER CAN ENGAGE.

WHO ARE THEY? PIKTOCHART (EXISTING AND POTENTIAL) CUSTOMERS

1

HOW ?

• Google Analytics • Customer Support comm. • Social media • Profile information • Qualitative studies (surveys)

EDUCATORS

CONTENT CREATORS

MANAGERS

DESIGNERS

OTHERS

2

PERSONA - TEMPLATE 1

2

MEET PIKTOCHART PERSONA

Firstly, I only used infographics for making posters and reports for children and their parents. Then I discovered that kids can make their school projects too – infographics test their research and information evaluation skills, …

JEANINE ANDERSON SCHOOL TEACHER

Age: 32 Phoenix, U.S. Keeps herself updated on edu news through Scoop.it and Twitter

“

” EMMA STUDENT

Age: 14 Phoenix, U.S. Tries to be a good student (B+) but does not like excessive workload

1

2

PERSONAS’ EXPECTATIONS

“Easy for my students to use” “Versatility for different projects”

JEANINE TEACHER

EMMA STUDENT

“Easy to use” “Makes my homework look better”

THOMAS EBBER GRAPHIC DESIGNER

“Flexibility” “Possibility to import more images” “Amount of templates”

MARK MAKHOUL BLOGGER

“Easy & FAST to use” “Amount of templates and graphics”

SARAH WOSS MANAGER

“Easy & FAST to use” “Professional looking templates and charts”

1

2

COMPARISON MAP - EXAMPLE 1

2

EXTREMES

JEANINE TEACHER

EMMA STUDENT

THOMAS GRAPHIC DESIGNER

MARK BLOGGER

SARAH MANAGER

Less Advanced in Technology More

Less Time per project More

1

2

EXTREMES - AIRPORT 1

2

WHO ARE THEY? PIKTOCHART (EXISTING AND POTENTIAL) CUSTOMERS

1

2

STAKEHOLDER MAP IS A VISUAL REPRESENTATION OF THE VARIOUS GROUPS INVOLVED WITH A PARTICULAR SERVICE.

IT CAN BE USED TO HIGHLIGHT THE RELATIONSHIPS BETWEEN DIFFERENT STAKEHOLDERS, AS WELL AS INTERESTS, ISSUES AND IMPORTANCE.

PERSONAS (3 to 6) STORIES AND ARTEFACTS STAKEHOLDER MAPS

TOOLBOX

STAKEHOLDER MAP SCHOOL

MANAGEMENT

BLOGGERS

MANAGERS

DESIGNER’S CLIENTS

(ONLINE) EDU COMMUNITY PARENTS

OTHERS

OTHER EMPLOYEES

C-LEVEL MANAGEMENT

SHAREHOLDERS

DESIGN COMMUNITY

JOURNALISTS

DIGITAL CONTENT MANAGERS

OFFICIAL MEDIA

BLOGS

SOCIAL MEDIA

1

2

HOW DO THEY BEHAVE? PIKTOCHART CUSTOMERS

CUSTOMER JOURNEY MAP CONTEXTUAL INTERVIEWS (WHY) QUESTION CHAIN

TOOLBOX

CUSTOMER JOURNEY MAPS PROVIDE A VIVID BUT STRUCTURED VISUALIZATION OF A USER’S EXPERIENCE.

THE TOUCHPOINTS WHERE USERS INTERACT WITH THE SERVICE ARE OFTEN USED TO CONSTRUCT A ‘JOURNEY’ – AN ENGAGING STORY BASED ON THEIR EXPERIENCE.

3

CUSTOMER JOURNEY MAPPING

WEBSITE

DIY EDITOR

LEAVE

HOW ?

• Google Analytics • Contextual interviews • Surveys • Other qualitative methods

HOLISTIC VIEW – PLACE IN THE BROADER PICTURE

3

DISCOVER INVESTIGATE USE

REFERRAL

AD

SEARCH

WHAT ?

• What are they doing? • What are they thinking? • How are they feeling?

JOIN

C.J.M. - EXAMPLE 1

2

CUSTOMER JOURNEY MAPPING

HOW ?

• Google Analytics • Contextual interviews • Other qualitative methods

DETAILED VIEW – NAVIGATION IN THE WEBSITE

WHAT ?

PATH which and how many pages? CLICKS how many clicks? Where they click? EFFORT how much information to enter? PLACEMENT are elements optimally positioned? COMFORT is the colour scheme suitable? LEAVE when they leave? …

3

CUSTOMER JOURNEY MAPPING DETAILED VIEW – NAVIGATION IN THE WEBSITE

3

CUSTOMER JOURNEY MAPPING 3

CUSTOMER JOURNEY MAPPING DETAILED VIEW – NAVIGATION IN THE WEBSITE

3

4

WHAT COULD BE IMPROVED?

CUSTOMER JOURNEY MAPS EXPECTATION MAPS AGILE DEVELOPMENT A/B TESTING CONTEXTUAL INTERVIEWS

TOOLBOX

4

HOLISTIC

• Shorten the Investigate stage • Involve users after Joining

• Prolong Use • Add more stages

DETAILED

• Better website map • Better layout & structure • Clear CTAs • …

PROTOTYPE & TEST

5

WHAT COULD BE IMPROVED? PROTOTYPE & TEST

5

AGILE DEVELOPMENT IS METHODS BASED ON ITERATIVE AND INCREMENTAL DEVELOPMENT, WHERE REQUIREMENTS AND SOLUTIONS EVOLVE THROUGH COLLABORATION BETWEEN SELF-ORGANIZING, CROSS-FUNCTIONAL TEAMS.

IT PROMOTES ADAPTIVE PLANNING, EVOLUTIONARY DEVELOPMENT AND DELIVERY, A TIME-BOXED ITERATIVE APPROACH, AND ENCOURAGES RAPID AND FLEXIBLE RESPONSE TO CHANGE.

PROTOTYPE & TEST 5

A/B TESTING 5

A/B TESTING IS A METHODOLOGY OF USING RANDOMIZED EXPERIMENTS WITH TWO VARIANTS, A AND B, WHICH ARE THE CONTROL AND TREATMENT IN THE CONTROLLED EXPERIMENT.

A/B TESTING 5

OTHER CREATION METHODS

CO - CREATION

LEARN FROM OTHERS / LOOK INTO THE FUTURE

Involve stakeholders to design even better experiences

Best & worst practices • Competitors • Other companies from unrelated industries

Scenarios / “What if”

• Business model • Changing user needs • New developments in the market • Technical capabilities

SUMMARY

DO YOUR RESEARCH

GATHER INSIGHTS AND UTILIZE THEM TO IMPROVE YOUR PRODUCT / SERVICE

Do it well – go deep!

TEST QUICKLY – FAIL QUICKLY – START AGAIN ASAP

THANK YOU. ANY QUESTIONS?

GET IN TOUCH OR COME TO OUR TUESDAY MEETUPS!

TUESDAYS

WEBSITE www.piktochart.com

EMAIL natalija@piktochart.com

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