Beyond Personas: Creating an Immersive Customer Experience

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Information about Beyond Personas: Creating an Immersive Customer Experience
Business & Mgmt

Published on February 14, 2014

Author: IntuitInc

Source: slideshare.net

Description

Michele Marut, Senior User Researcher and Innovation Catalyst at Intuit, presented at ConveyUX 2014: The Conference for What’s Next in UX.

Find Michele on Twitter (@MicheleMarut) and check out her SlideShare (http://www.slideshare.net/mmarut)!

OUR MISSION IMPROVE OUR CUSTOMERS’ FINANCIAL LIVES SO PROFOUNDLY… THEY CAN’T IMAGINE GOING BACK TO THE OLD WAY

THE ASK The Ask CREATE AN INTERACTIVE DEMO FOR THE CEO (IN TWO WEEKS*) Must address _strategy _customer pain points

NO POWERPOINT!

GETTING STARTED

PERSONA MATERIALS Background _Mix of retail and service _Has 3 employees _Been in business for 3 years Tools Used _Excel _Cash register _Credit card terminal

A SCRIPT

CREATE THE CUSTOMER’S SHOES

PUT REAL LIFE CUSTOMERS IN THE CUSTOMERS’ SHOES

REAL “INVENTORY”

“HACKED” USABILITY LAB

The reward for this hard work was to watch real small business owners trying these prototypes during lab sessions and asking “when can I have it?” questions. Tim Beschastnov Sr. Product Development Manager

WALK IN THE CUSTOMERS’ SHOES (AKA EATING OUR OWN DOGFOOD)

TEAM WORK SESSION

LIVE DEMOS

NO LOGO

OMG!

HELEN’S HABITAT’S MOVED TO A BIGGER AND BETTER LOCATION

STAKEHOLDERS AS CUSTOMERS

IN SUMMARY Created the customers shoes Put customers in those customer shoes Put the team in the customer shoes (aka eat our own dogfood)

Increase in morale A permanent space Stakeholder Support Use on other projects

OUR EXPERIENCE IMPROVED OUR LIVES SO PROFOUNDLY… WE CAN’T IMAGINE GOING BACK TO THE OLD WAY

Stock image $30 Printed on company plotter - FREE “Donated” or “borrowed” items FREE Props $35 Bookshelves and desk in room - FREE

THANK YOU! MICHELE_MARUT@INTUIT.COM

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