7. HAVE YOU EVER SAID OR HEARD?
“Yeah, it’s our website, it’s old and ugly; we are still
waiting for the budget to revamp it.”
“Don’t trust what’s written on the website, it’s
outdated, call the customer service instead.”
“In store promotions are not applicable online.”
10. 24 months or 36
months?
Added or
Cancelled?
WTF?
11. BAD SERVICE OFFER = NO MONEY
64% of customers switch because of bad customer
service
It’s more important than price (57%)
$4,000 loss per customer
Source: Accenture, « High Performance in the Age of Customer Centricity », 2008
12. CLIENT IS DEAD, LONG LIVE THE
USER
Companies must give a significant experience at
every touch point. From acquisition to the support
phase.
It is not a MARKCOMM project, it’s a corporate
vision.
21. BEING FEELING-AWARE
How?
•
•
•
•
Does she want to be entertained or relaxed?
What does she want to fulfill?
Is she under pressure, is it an emergency?
Is she in control?
21
25. PERSONAS + USER JOURNEY MAP
“What makes a customer journey map much more
powerful than simply delivering personas and
scenarios is its ability to highlight the flow of the
customer experience…”
Source: Flom J., « The Value of Customer Journey Maps: A UX Designer’s Personal Journey », 2011
28. USER JOURNEY MAP?
Illustrates and structures the interconnections
between:
• User’s needs
• Touch points
• Lifecycle
• Tasks
29. 1. DEFINE
• Each stage of the journey
• The user’s needs at each stage, and time
necessary to fulfill them.
• The stakeholders involved:
departments, channels, individuals
30. 2. PLAN
• Different paths that the user can choose
• Activities required to meet the demands
(what, when, where)
31. 3. IDENTIFY
• The difference between the users’ expectation
and the actual service you provide
• Adjustments that have to be done, including
cost and schedule
• Key Performance Indicators
40. WHY ARE WE DOING THIS?
• To have a better understanding of the user’s
state of mind at each interaction with a touch
point
• To improve collaboration between channels
and departments
• To present an holistic view of the user across
channels and departments
• To identify weakness and inconsistencies
46. 3 PRINCIPLES OF BRAND
DIFFERENTIATION WITH USER
EXPERIENCE
• Building on user needs before features
• Strengthen the brand with every
interaction, not just communication and
advertising
• Consider user experience as a
competence, not a function of the company
Source: Temkin, « The Customer Experience Journey », Forrester, September 2008
Ce sont les piliers du contexte. Piliers à la base du solomo. En somme, les systèmes doivent s’adapter à l’amalgame des pilliers composant le contexte. Vous devez considérer ces 5 piliers lorsque vous développez une interface, qu’elle soit mobile ou non, une borne, ou autre.Pour se faire vous devez répondre à quelques questions.http://www.slideshare.net/wasvel/a-context-aware-mobile-social-webpublic-5094705Sensibilité aux contextes = s’adapte aux besoins de l’utilisateur dans n’importe quelle situation.«ContextAwareness = adapts to user needs in anygiven situation/context.»