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FXD 2019 Interactive Session: Behavior Based Design

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Moderated by Mad*Pow
Priyama Barua, Experience Strategy Director
Jen Briselli, VP, Experience Strategy & Service Design
Dana Ortegón Senior Content Strategist
Nedret Sahin, Senior Experience Designer

Publicado en: Diseño
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FXD 2019 Interactive Session: Behavior Based Design

  1. 1. Behavior Based Design: Interactive Session October 25, 2019
  2. 2. Must Insert Background Image To do so: 1- Select “Insert” in the file menu 2- Select “Picture from File” 3- Scale your image to fill the page by dragging the corner Background Image must be “sent to back” To do so: Right click the Image, select “Send to Back” Make sure Arrow Box and Mad*Pow Are viewable.
  3. 3. Must Insert Background Image To do so: 1- Select “Insert” in the file menu 2- Select “Picture from File” 3- Scale your image to fill the page by dragging the corner Background Image must be “sent to back” To do so: Right click the Image, select “Send to Back” Make sure Arrow Box and Mad*Pow Are viewable. Creating innovative customer experiences isn't just thinking outside the box. EXPERIENCE INNOVATION Changing behaviors is central to the challenges facing both society and business. BEHAVIOR CHANGE Modern technology is accelerating innovation and transforming business. DIGITAL SOLUTIONS
  4. 4. FINANCIAL WELLBEING Retail Banks Insurers Wealth Management & Investment Companies We work within the Financial Services domain to translate customer data into personalized experiences. Multi-line Financial Services Companies
  5. 5. OUR CLIENTS IN FINANCIAL SERVICES AND BEYOND
  6. 6. PERSONAS
  7. 7. WHAT IS A PERSONA?
  8. 8. WHAT IS A PERSONA?
  9. 9. “ ”Alan Cooper WHAT IS A PERSONA?
  10. 10. PERSONA DEVELOPMENT
  11. 11. PERSONA DEVELOPMENT
  12. 12. WHY DO PERSONAS FAIL?
  13. 13. DEMOGRAPHIC BASED PERSONAS
  14. 14. DEMOGRAPHIC BASED PERSONAS… Don’t tell us what users need Don’t tell us how people will react to products and services Don’t tell us why people might do what they do
  15. 15. WHAT COMES TO MIND? Blonde woman in her early 40s, married with children.
  16. 16. IT COULD BE…
  17. 17. IT COULD BE…
  18. 18. IT COULD BE…
  19. 19. 20 WHAT IS A STEREOTYPE?
  20. 20. TRENDS THAT CHALLENGE STEREOTYPE: Most gamers are men  Women who dominate the gaming industry High-end or luxury goods are only bought by high net worth individuals Baby Boomers don’t like using technology Millennials like to do everything digitally  Low to middle income earners who consume high-end or luxury goods  Baby Boomers who are increasingly tech-savvy  Millennials who respond to direct mail and paper coupons (Source: https://www.zionandzion.com/consumer-experience-stereotypes-personas-and-demographics/)
  21. 21. BEHAVIOR BASED PERSONAS
  22. 22. 23 BEHAVIOR BASED PERSONAS
  23. 23. 24 BEHAVIOR ATTRIBUTES Source: smashingideas.com/behavioral-archetypes/
  24. 24. TO COMPARE THE TWO… • Overwhelmed by complexity • Wants to be “told” what to do • Doesn’t research her options • Chooses what’s easiest • Doesn’t always follow a budget, but financially responsible • 30+ years old • Married, no children • Masters level education • Works in a design company • Lives in Boston • Expat OPTION #1: DEMOGRAPHIC OPTION #2: BEHAVIOR-BASED
  25. 25. BEHAVIOR ATTRIBUTES CAN GUIDE DESIGN • Overwhelmed by complexity • Wants to be “told” what to do • Doesn’t research her options • Chooses what’s easiest • Doesn’t always follow a budget, but financially responsible BEHAVIOR-BASED PERSONA • Give her simple, step by step directions, so she knows exactly what to do • Educate her about options, and explain the benefits of each one • Provide the support she needs to meet her savings goals and stick to her budget HOW TO DESIGN FOR THIS PERSONA
  26. 26. INTRODUCING MPACTINTRODUCING MPACT
  27. 27. Must Insert Background Image To do so: 1- Select “Insert” in the file menu 2- Select “Picture from File” 3- Scale your image to fill the page by dragging the corner Background Image must be “sent to back” To do so: Right click the Image, select “Send to Back” Make sure Arrow Box and Mad*Pow Are viewable.
  28. 28. RESEARCH
  29. 29. 30 RESEARCH TO INFORM BEHAVIOR-BASED DESIGN Use research-based insights and/or anecdotal evidence, if available Use primary and/or secondary data if available
  30. 30. 31 USING ANECDOTAL EVIDENCE Personal observations, reflections, and authority/experience Gained through direct interaction with end users • Financial Advisors • Benefits administrators • Bank tellers • Call center representatives • Researchers with past experience Pro Tip: Assumptions or one off stories are not the same as anecdotal evidence. Be wary of assumptions. Seek out relevant people in your organization. Someone might have experience with the information you’re looking for. 31 USING ANECDOTALEVIDENCE Personal observations, reflections, and authority/ experience Gained through direct interaction with end users • Financial Advisors • Benefits administrators • Bank tellers • Call center representatives • Researchers with past experience Pro Tip: Assumptionsor one off storiesare not the same as anecdotal evidence. Be wary of assumptions. Seek out relevant people in your organization. Someone might have experience with the information you’re looking for.
  31. 31. 32 USING SECONDARY RESEARCH DATA
  32. 32. 33 USING PRIMARY RESEARCH DATA Ethnographic Observations User Interviews Surveys Focus Groups Usability Testing (Lab- and Field-based) Experiential audits (Secret Shopping) Social media listening User Behavior Analysis via Analytics Pro Tip: Verbatim quotes can be a rich source of behavioral data as you’ll see today.
  33. 33. INTRODUCING BEHAVIOR ATTRIBUTES
  34. 34. 35 BEHAVIOR ATTRIBUTES Behavior attributes are personality traits that bring a persona to life — and help build empathy. These personality traits affect how people interact with and experience products and services.
  35. 35. 36 BEHAVIOR ATTRIBUTES We display attributes on a spectrum, with each end representing an extreme of that attribute. In this case, “I just chose the funds our plan administrator suggested. I’m not an investment expert!” “I don’t need an expert to tell me what to buy. I do my own research and follow my gut.”
  36. 36. 37 WE WILL USE THESE BEHAVIOR ATTRIBUTES TODAY Human service – Prefers to interact with another person before making decisions or taking action. No preference – Might lean one way or the other – human or digital service – depending on the complexity of the task or situation. Self-service – Thinks that it’s faster and easier to take care of tasks themselves rather than with another person’s help.
  37. 37. 38 WE WILL USE THESE BEHAVIOR ATTRIBUTES TODAY Novice – Uncomfortable with technology and unfamiliar with advanced digital capabilities. Savvy – Actively seeks out the latest technology.
  38. 38. 39 WE WILL USE THESE BEHAVIOR ATTRIBUTES TODAY Delegator – Prefers to leave decision-making to a trusted expert. Validator – Comfortable making and acting on decisions, after they’ve been validated by an expert. Soloist – Makes decisions without external guidance, but may seek help and validation when highly stressed. Note: Sometimes attributes include a midpoint, which represents more than just a wishy- washy personality. In this case, a validator has specific traits.
  39. 39. 40 WE WILL USE THESE BEHAVIOR ATTRIBUTES TODAY Easily influenced – Bases opinions on other people’s thoughts, opinions, and experiences. Rarely influenced – Disregards the opinions of others and bases judgments on direct experience.
  40. 40. 41 WE WILL USE THESE BEHAVIOR ATTRIBUTES TODAY Deep dive – Reads the fine print, sweats the details, knows where every dollar is going, and wants detailed insights. Surface level – Focuses on the big picture. Comfortable with less detailed oversight.
  41. 41. 42 WE WILL USE THESE BEHAVIOR ATTRIBUTES TODAY Strict – Adheres to deadlines, sticks to a budget, etc. Lax – Comfortable with missing deadlines, overspending, etc.
  42. 42. 43 WE WILL USE THESE BEHAVIOR ATTRIBUTES TODAY Dissatisfied – Spends a lot of time worrying about their current financial situation and seeks to change it. Satisfied – Doesn’t think much about money on a day-to-day basis and is comfortable with their current financial situation.
  43. 43. 44 WE WILL USE THESE BEHAVIOR ATTRIBUTES TODAY Micromanaging – Frequently checks up on financial products and services to make sure things are on track. Hands-off – Comfortable with less frequent oversight. Prefers to set up their accounts and then occasionally check in.
  44. 44. MOCK INTERVIEW
  45. 45. 46 LISTEN FOR CLUES How people describe their experiences is important. Even if your research wasn’t designed to specifically understand where someone falls on a behavior attribute spectrum you can infer things based on what you hear. For example: “I just chose the funds our plan administrator suggested. I’m not an investment expert!” “I don’t need an expert to tell me what to buy. I do my own research and follow my gut.”
  46. 46. 47 ATTRIBUTE SHEET While listening to today’s interviews, make note of any “clues” to how the interviewee might handle their personal finances. Based on what you hear, mark where you think they fall on each of the attribute scales.
  47. 47. 48 MOCK INTERVIEW SCENARIO Scenario: You’re designing a budgeting app for young women, to help them establish good financial habits and to offer education, guidance, and support in the future. The purpose of these interviews is to understand the perspectives of two Millennial women. What makes them unique? Is it their demographics or their personalities? Your task: Take notes! Mark where the personas fall on each of the attribute scales
  48. 48. TEAM SYNC-UP
  49. 49. 50 TEAM SYNC-UP — 10 MINUTES Your table = your team Compare attribute sheets and discuss differences and similarities As a team, create a single attribute sheet for your designated persona (This sheet will be your “source of truth” for the next activity.)
  50. 50. UI SCAVENGER HUNT
  51. 51. 52 UI SCAVENGER HUNT — 15 MINUTES Using your attribute worksheets, evaluate the app screens for your table-specific persona Fill out the worksheets as a team If you don’t get to each screen, don’t worry!
  52. 52. 53 SHARE OUT— 15 MINUTES What did you learn? Did anything surprise you? How can you envision using this in your practice/organization? What else would you need to feel empowered to do so?
  53. 53. QUESTIONS?
  54. 54. 55 USING PERSONAS IN REAL LIFE Q: How do you handle multiple personas? Decide which one represents your audience best and when making design decisions, prioritize them. This is the age of personalized experiences. Adaptive content is your friend Think about how you could bring about business innovation and differentiation by designing your products based on customer’s behavior attributes.
  55. 55. Must Insert Background Image To do so: 1- Select “Insert” in the file menu 2- Select “Picture from File” 3- Scale your image to fill the page by dragging the corner Background Image must be “sent to back” To do so: Right click the Image, select “Send to Back” Make sure Arrow Box and Mad*Pow Are viewable. Come by our booth to chat more. We’re also raffling off one kit today!
  56. 56. THANK YOUTHANK YOU

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