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Indlæg om forbedring af brugeroplevelsen. Fra Marketing Camp 2013
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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
?
?
?
?
Dyr
t
Dagligdags
Billig
t
Trendy
Dyr
t
Dagligdags
Billig
t
Trendy
Dyr
t
Dagligdags
Billig
t
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
Step����������� ������������������ 1 Step����������� ������������������ 2 ...Step����������� ������������������ n
1.����������� ������������������ KONTEKST!
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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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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
Experience����������� ������������������ mapsSkab����������� ������������������ et����������� ������������������ drømmescenarie
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: [email protected]
Twitter : @kinkobal
Google+: gplus.to/nicolajkn
Blog: nicolajkn.dk
Speaker-kode:mcnielsen
