Marut immersive
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Marut immersive
- 1. GIANT CONFERENCE 2014 BEYOND PERSONAS: CREATING A “RAD” IMMERSIVE CUSTOMER EXPERIENCE @MICHELEMARUT
- 2. IMPROVE OUR CUSTOMERS’ FINANCIAL LIVES SO PROFOUNDLY… THEY CAN’T IMAGINE GOING BACK TO THE OLD WAY INTUIT MISSION
- 3. The Ask THE ASK Must address _strategy _customer pain points CREATE AN INTERACTIVE DEMO FOR THE CEO
- 6. PERSONA ELEMENTS Background _Mix of retail and service _Has 3 employees _Been in business for 3 years Tools Used _Excel _Cash register _Credit card terminal
- 9. A SCRIPT
- 18. PUTTING REAL CUSTOMERS IN THE CUSTOMERS’ SHOES
- 19. REAL “INVENTORY”
- 21. The reward for this hard work was to watch real small business owners trying these prototypes during lab sessions and asking questions like “when can I have it?” Tim Beschastnov Sr. Product Development Manager
- 22. WALK IN THE CUSTOMERS’ SHOES (AKA EATING OUR OWN DOGFOOD)
- 24. LIVE DEMOS
- 25. NO LOGO
- 26. OMG!
- 28. HELEN’S HABITAT’S MOVED TO A BIGGER AND BETTER LOCATION
- 31. WHAT WE DID Created the customers shoes Put customers in those customer shoes Put the team in the customer shoes (aka eat our own dogfood)
- 32. Stakeholder support A better product Increase in morale Wide range of uses
- 33. IMPROVED OUR OUR LIVES SO PROFOUNDLY… WE CAN’T IMAGINE GOING BACK TO THE OLD WAY OUR EXPERIENCE
- 34. Stock image $30 Printed on company plotter - FREE Bookshelves and desk in room - FREE “Donated” or “borrowed” items FREE Props $35
- 35. LEARN MORE Watch a video of the room and get other details here - http://awards.designforexperience.com/gallery/2013/prom oting-empathy-for-users/intuit
Notas do Editor
- Intuit does this NOTES: In terms of small biz Today I’m going to tell you a story about a time we build a restoration hardware. Pottery barn and got everyone bought into it even the CEO was knocking on the door. Overview - what happened Trying to method effective to create empathy within our own employees
- . Early skit ideas were rejected for being too comedic or over the top. We also imagined a scenario where Brad would be an employee in the store .
- Different expectations
- Instead of a play we knew we wanted to show them and really demonstrate rather than just tell them We focused on making the customer environment a real and we turned our persona into an experience
- It began by setting up the hardware and transforming an office into a store… Raised the desks to make counters We just put a stake in the ground – we no idea how far we would take it
- You can still see the whiteboard Tablet on a cash drawer. Receipt printer
- Some props were added to illustrate that the store owner also offers “design services.” This relates to the story that she invoices for these services from her “back office.” Props included: colored pencils, a sketch pad and furniture covering catalogs
- A stock photo image was enlarged, duplicated and printed on plotter paper to add to the store “illusion.” Brought in inventory
- Branding Created a name Logo
- Signage
- Put the customer in the customer shoes
- Usability participants brought their own inventory Pricing is not simple Barcodes Skus
- Screenshot from the “hacked” usability lab. We did this so remote team members could attend and see participants using all of the hardware And we could record
- One of the big pushes that we’ve heard is “get the front-line developers to better understand the customer and you will build a better product,” and that is exactly what the immersive customer experience did -
- Had daily meetings there Here’s a shot from one of the multi-disciplinary team (ux, product management, engineering) work sessions*
- A Helen’s Habitats customer (our customer’s customer) A “Helen’s Habitats” employee (our Intuit customer)
- While setting up for live demos, we when through the experience of being “open for business.” In this case, the logo did not print on the receipt.
- A real error message during a live demo.
- The PM panicked in front of the stakeholders just as a real customer might in front of their customer.
- Low Budget!