6. Définition
Planification et stratégie / POURQUOI ? COMMENT ?
Réalisation
Fabriquer une solution dans un environnement de
contraintes / QUOI ?
Idée (Insight) Planification Lancement
Générateur d’idées
Définitions et besoins
Conception itérative
Réalisation et implémentation
7. Définition
Planification et stratégie / POURQUOI ? COMMENT ?
Réalisation
Fabriquer une solution dans un environnement de
contraintes / QUOI ?
Idée
(Insight)
Planification Lancement
le design rendre tangible la stratégie
le design crée l’enchantement et des expérience
engageantes
Générateur d’idées
Définitions et besoins
Conception itérative
Réalisation et implémentation
8. Définition
Planification et stratégie / POURQUOI ? COMMENT ?
Réalisation
Fabriquer une solution dans un environnement de
contraintes / QUOI ?
Idée
(Insight)
Planification Lancement
le design rendre tangible la stratégie
le design crée l’enchantement et des expérience
engageantes
Comprendre
le marché
Comprendre
l’usager
Stratégie
produit
Idéation
Prototype
Stratégie
d’expérience
Générateur d’idées
Définitions et besoins
Conception itérative
Réalisation et implémentation
9. Définition
Planification et stratégie / POURQUOI ? COMMENT ?
Réalisation
Fabriquer une solution dans un environnement de
contraintes / QUOI ?
Idée
(Insight)
Planification Lancement
le design rendre tangible la stratégie le design crée des expériences engageantes
Comprendre
le marché
Comprendre
l’usager
Stratégie
produit
Idéation
Prototype
Stratégie
d’expérience
Générateur d’idées
Définitions et besoins
Conception itérative
Réalisation et implémentation
Croquis
Prototypes
Tests
prototype
Détailler
la solution
Test
utilisateur
Affiner
Fabriquer
10. Définition
Planification et stratégie / POURQUOI ? COMMENT ?
Réalisation
Fabriquer une solution dans un environnement de
contraintes / QUOI ?
Idée
(Insight)
Planification Lancement
le design rendre tangible la stratégie le design crée des expériences engageantes
Comprendre
le marché
Comprendre
l’usager
Stratégie
produit
Idéation
Prototype
Stratégie
d’expérience
Générateur d’idées
Définitions et besoins
Conception itérative
Réalisation et implémentation
Croquis
Prototypes
Tests
prototype
Détailler
la solution
Test
utilisateur
Affiner
Fabriquer
Analyse
33. Isabelle is dying for some holidays.
It’s February, she’s tired from work plus taking
care of the home and kids all the time.
Last time she went on holidays to the Alps, she
couldn’t really relax as she still had to take care of
food and the kids...
34. . so now she wants to ensure she can relax while
someone else looks after the kids.
She knows Club Med from past experience, and
determines her solution is there, so she goes on
to Google and searches for
“Club Med Easter family holidays ”
35. She scans the results page and clicks on the
“ClubMed” link. She recognises the brand and
knows their packages are all-inclusive.
She lands on the “Easter holidays offers” page,
where Easter promos are clearly identified.
She scans the results list.
So many wonderful places, but which one to
choose?
36. Isabelle ticks additional options that matter to her,
and the list of results is updated to fit her new
requests
In the list, Isabelle can see starting- prices for
each category of room available, and then notices
infor- mations that are relevant to her: Children
under 4 go free!
37. She selects a resort and is pre- sented with the
resort page.
She reads about the different room options and
prices, and activities included in the Club Med
pack- ages.
There are also activities available as extras, but
the starting prices for each reassure her they’re
not that expensive.
Surprisingly, spa and golf are the first activities
proposed. Lucky.
She is pleased with what she sees. She notices a
“Favorite” function, she clicks on it and the resort
is added to her favorites list, so she can compare
or share later with her husband.
38. She wants to compare with other alternatives
before making up her mind, so she opens a new
browser window to check out other holiday sites
and compare prices and child- care offers.
A few days later she has made her decision, after
having asked a friend about her experience with
ClubMed.
So she returns to the CM site and is greeted with
her saved favorites list presented inside a popin
window.
She can resume her booking where she left off.
39. She picks one resort and initiates the reservation
process by check- ing availability for her dates.
Great, there are rooms available for the dates she
entered.
She’s okay with the setup pro- posed, as it seems
to be the best fit for her family.
40. She continues to pick a flight.
The shortest trip door-to-door is a bit more
expensive than the de- fault included in the
proposition, but with three children to haul, it’s
worth the investment.
Her cart has been updated with her flight change,
and so has her price.
Moving on to services.
Realizing she forgot to book the Baby Club, she
hurries to do so, as there are only 2 places left.
The other kids are already taken care of, their
childcare is obviously included already.
And then, she picks a spa treat- ment, because
she deserves it!
41. She enters her payment details... and personal
info and is ready to book.
..and after payment has been veri- fied she
receives a confirmation message and email with a
com- plete holiday programme for the whole
family
61. “We’re not in the business of keeping
the media companies alive.
We’re in the business of connecting
with consumers.”
Trevor Edwards
Vice President, Global Brand & Category Management Nike - October 2007
62.
63. Créer de la valeur
dans le produit,
le service,
l’entreprise…
80. “When you create a utility, you're creating
something that gives people time back.
It becomes less about information as pollution
and more about information to help people get
through life.”
!
!
Nick Law
Chief Creative Officer, North America - R/GA - March 2008
89. Ce sont les principes fondateurs
de l’expérience utilisateur.
!
Ce sont 4 à 5 phrases maximum
qui servent à définir l’expérience
que l’on va faire vivre à notre
utilisateur
90. A quoi ça sert ?
!
#1- à mettre d’accord tout le monde
#2- à trouver le bon concept
#3- à prendre les bonnes décisions tout
au long du projet
#4- ils peuvent avoir une durée de vie
supérieur au projet
91. Les contraintes
!
!
• courts
• mémorisables
• multi-fonctionnalités
• spécifiques (pas de « facile à utiliser »)
• différenciateurs pris ensemble
• non conflictuels