Upload
heller-de-paula
View
392
Download
0
Embed Size (px)
Citation preview
Sprint Ethnography
The
Challenge
How to insert customer research in our routines?
Problems
Time
Money
Belief
Aims
More Sales Happiness Love/Loyalty
How
Understand
Investigate
Go Deeper
Shadowing
What we can use
Activity analyses
Self-documentation
Applied ethnography
Virtual ethnography
Oral history
Behavioral mapping
System observation
Surveys Photographic registration
User interview
Cultural probes
Sprint ethnography
Shadowing
What we can use
Activity analyses
Self-documentation
Applied ethnography
Virtual ethnography
Oral history
Behavioral mapping
System observation
Surveys Photographic registration
User interview
Cultural probes
Sprint ethnography
What is?
The Service Startup
How it works
Learn
Use
Remember
• Open questions
• Appeal to feelings and sensations
• Innovation-oriented
Where we can do it
Internet Telephone Personally
Example: Music streaming services
• LEARN
How did you find your current music streaming service?
• USE
In which moment of the day do you listen to this? How is it?
• Remember
What is the first thing that comes to your mind when I say “streaming music service”?
Challenge: How do we make people choose our music streaming service?
Example: Service of attendance to the Customer
• LEARN
How did you know about the online version of this service? Do you have any problems to access it or to find something there?
• USE
When do you usually use this kind service? How is it?
• Remember
What is the first thing that comes to your mind when I talk about online versions of Service of Attendance to the Customer?
Challenge: How to make SAC Online become the preferred channel for people solve their account problems?
References
The Service Startup - www.theservicestartup.com
Images - www.thenounproject.com
Heller - www.hellerdepaula.com