UX & CONSUMIDORES OU UTILIZADORES MARGARIDA CARVALHO - UX SPECIALIST | SONAE MARTA FERNANDEZ - UX DESIGNER | PRIMAVERA BUSINESS SOFTWARE SOLUTIONS SA O contraponto Consumidor vs Utilizador e a sua ligação ao User Experience é realizado pelas duas oradoras, que apresentam ao mesmo tempo as dificuldades encontradas neste campo, por meio das suas experiências na área.

1. Margarida Carvalho & Marta Fernandez
UX & CONSUMIDORES
OU UTILIZADORES
INDUSTRY SESSIONS
DESIGN, UX &
TECHNOLOGY

2. PROFILE
Margarida Carvalho
Before
2014 - 2015: UX Designer @Jovago (PTC)
2013 - 2014: UX Designer @ESN (Brussels)
User Experience Specialist @ Bit - Sonae
UX Design Mentor @ CareerFoundry
Last Book
Tuesdays with Morrie from Mitch Albom
Last Trip
Russia and Baltic Countries

3. Marta Fernandez
Before
2012 - 2013: UX Mobile Designer @ Rocket Internet
2009- 2012: GUI @ Alert Life Sciences Computing
PROFILE
Loves to
Laught :), Travel and Run
Last Trip
NYC
User Experience Specialist @ Primavera BSS
Interaction Design Foundation Local Leader @ Porto

4. CUSTOMER
EXPERIENCE
Customer
is the recipient of a good, a service or
a product, obtained from a seller,
vendor or supplier for monetary or
other valuable consideration.
USER
EXPERIENCE
User
a person who makes use of a
thing; someone who used or
employs something.
Niels Anhalt, FatDUX Cologne, http://www.slideshare.net/nielsa/user-experience-vs-customer-experience-samesame-but-different

5. Meet Maria
Married;
Lives in Oporto;
Engineer;
Mother;

6. Work
ENGINEER
Hobbies
PHOTOGRAPHY
Technology
FREQUENT USER
7:00
8:00
13:00
17:00
19:00
22:00

7. Maria’s Journey
Credits to: www.10best.com; br.pinterest.com; www.metron.bg; icons: Faticon.com
Shopping
Sales
Silk Blouse
Disappointed
Online Store
Search

8. Awareness
Brand awareness matters;
Communication through the right
channels;
Purchase intent triggers;
Online - the importance of SEO;

9. Needs
Validating user needs;
Based on something a real user would say;
Based on evidence not assumptions;

10. Consideration
Research;
Comparison;
Searching vs Browsing;
Importance of IA and SEO;

11. Learnability
Ability of an interface to allow users to
accomplish tasks on the first attempt;
Learnability as easy first time use but
lists learnability as a sub component of
the construct of usability;

12. Decision
Detailed information of the product;
Social proof:
customer testimonials, reviews;
Scarcity;
Urgency;
Novelty;

13. Familiarity
Don’t make me think;
Familiarity brings Happiness;
Platform guidelines exist for a reason;
Using familiar patterns and icons;

14. Purchase
Simplicity of the Checkout Process;
Shipping;
Return Policy;

15. Post-Purchase
Call Center;
Personalised communication;
Loyalty;
Engagement;

16. Feedback
The experience only ends
when you no longer remember it...
for good and for evil!

17. Customer Experience &
User Experience
Same target, Different Relation
Customer
Experience
User
Experience
Micro Pasqualini, Director of Interaction Design, http://www.slideshare.net/mircox/ux-user-experience-design

18. Designing for emotions;
Evoke positive emotions;
First impression;
Usability;
Long-term customer experience;

19. Wrap up
CX vs UX? Ultimately it all boils down to
experience;
UX extends beyond the screen;
Every business is an experience provider;

20. Thanks
Questions?

21. Credits to:
Icons:
flaticon.com
Images:
freepick.com
www.10best.com
br.pinterest.com
www.metron.bg
Niels Anhalt, FatDUX Cologne - slideshare.com
Micro Pasqualini, Director of Interaction Design - slideshare.com