Customer journeys: Designing for disagreement

by Boon Sheridan, at UX New Zealand 2013

Customer Journeys, maps, stories, flows. Whatever you call them they’re a powerful tool for understanding interactions, touchpoints, and moments of engagement between a company and an individual. Given the level of detail possible they often require long cycles, multiple lanes of research and multiple rounds of review to complete. What about a slightly different approach: creating journeys with less information, more inspiration and geared to foster conversations. I’ll take you through the ideas and methods I’ve used to spark discussions, identifying unspoken biases, uncover insights and collaborate with as many people as you can get hold of

Transcript

1. Designing for Disagreement ux New Zealand, 2013 R T BZ + + =
2. @boonerang
3. THANKS!
4. Spoiler alert
5. Designing for Disagreement @boonerang#disagree
6. Disclaimers
7. Designing for Disagreement S
8. THE PROBLEM
9. “what am I looking at?” Q
10. y “I don’t see it.”
11. I “THis is wrong.”
12. “This isn't what I was expecting.” 8
13. U “this isn’t what we agreed on!!” P
14. why?
15. illusions of agreement
16. the approach
17. Fuzzy Tough © Caro Sheridan / @splityarn
18. focus
19. uncover
20. spark
21. customer journeys R
22. Designing for Disagreement @boonerang#disagree
23. Q:“what the heck is a customer journey?”
24. A:“whatever you need it to be.”
25. the snowflake phenomena
27. Designing for Disagreement @boonerang#disagree
28. low-fidelity design
29. high-fidelity idea
30. collaborative exercise
31. Designing for Disagreement @boonerang#disagree
32. goals audiences actions l
33. Goal: Why we're doing this in the first place
34. We're here today to explore how customers might use our site tools to schedule an appointment
35. Audiences: An understanding of the people involved
36. We’re concerned with tech savvy users who have no brand loyalty and limited time
37. Actions: Clear understanding of what’s happening within
38. we want to explore how they’ll go from “i need a policy” to the act of setting an appointment
39. NOW WHAT? T
43. PUPPY BREAK n
44. Lucy & her pups juniper moon Farm, va © Caro Sheridan / @splityarn
45. putting them into use J
47. Designing for Disagreement @boonerang#disagree
48. Designing for Disagreement @boonerang#disagree
51. THANKS! (again)