customer profile workshop
TRANSCRIPT
Outcomes:
Customers are used to having things their way. They understand ease of use,With iPhones, Netflix, App store etc
Apples design philosophy is the leader in the market in what customers aspire to.
What is the next step is service?
Lets reflect what our customers asipre to be.
I don’t know if the Axa couple do that. Also they don’t help me understand who Axa is?
Online tools that assist me to understand what cover is right for me
Ability to save a
quote for later
Lack of online tools that assist me to understand what cover is right for me
Lack of ability to
save a quote for
later
Lack of ability to
apply online
Ability to view and manage my account online
Lack of ability to view and manage my account online
Ability to apply online
General information about home insurance
Lack of general information about home insurance
Lack of customer ratings / reviews
Customer ratings / reviews
Outcomes:
Aviva seems to have worked on understanding customers. Ease of use and sending a message.
The design of the site will most likely be updated soon as it shows its age.
I think that we need to understand what differentiates us? its it our target customers? is it offers?
I don’t know if the Axa couple signify who I want to be. They seem to be very middle of the road, even scruffy?
Aviva wins due to being a huge part of Middle Class life, Rugby & empty nest syndrome.
Progressive
Research target customers
Create a better solution for marketing cross over
Reduce technobable
Develop concepts for user testing
We are looking to take secondary research and let it be the foundation for primary research
Competitor Cross
Comparison
Clear quote
Easy to understand
Online tools that assist me to understand what cover is right for me
Ability to save a quote for later
Ability to view and manage my account online
Ability to apply online
Overall category map
Easy to understand
General information about home insurance
customer ratings / reviews
Clear Home Page
Use of mascot
A r e a s o f r e s e a r c h
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350
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F Offline
M Offline
F Online
M Online
O f f l i n e a n d
O n l i n e
28 – 44Workshop target
audience
M y h o u s e w a s b r o k e n
i n t o 6 m o n t h s
a g o
M y h u s b a n d d i e d l a s t
y e a r a n d I f e e l u n s a f e i n m y o w n
h o m e
Workshop Design
To understand the customer we need to go beyond, the butt sniffing competitor
analysis
The Employee JourneyDecide Grow
Contribute
Apply Find Join Learn
1
2
3
4
5
6
7
8
EvaluateCandidate Employee
Perform &
Develop
Seek &
Explore
{ Goals }
Learn a hands-on approach to identify the “Four I’s”:
Insights – clear understanding of employee needs and
emotions
Impact – clear focus on the resulting business impact
Issues/Opportunities – what’s getting in the way, or could be improved, in order to meet employee needs
Innovate – design solutions that deliver both employee and organizational value
EX Journey Mapping
Behaviors
PEOPLE
THINGSON
STA
GE
EXP
ERIE
NC
E
PEOPLE
THINGSBA
CK
STA
GE
SUP
PO
RT
Select a specific customer persona to map
ATTITUDES
The new GE Optima MR360
is well suited for a wide range
of MR scanning needs – with
the ease of operation to help
make a clinician’s staff more productive. For
streamlining routine scans, the Optima MR360
incorporates an express exam approach to MR. It
includes many intuitive and automated functions
that help increase patient comfort, operator
confidence, image consistency, and professional
satisfaction of MR staff.
Great Experience
GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
NURSE
TISSUES
GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
DESIGN NEW EXPERIENCESInnovate to influence attitudes and change behaviors
TISSUES
NURSE
FEEL SAFE
IDEA: LET’S GO CAMPING
Great Product
The new GE Optima MR360
is well suited for a wide range
of MR scanning needs – with
the ease of operation to help
make a clinician’s staff more productive. For
streamlining routine scans, the Optima MR360
incorporates an express exam approach to MR. It
includes many intuitive and automated functions
that help increase patient comfort, operator
confidence, image consistency, and professional
satisfaction of MR staff.
Card Sort
Draw and narrate
Activity Analysis
Emotion Pain Point User Personas
Predict next year headlines
Concept Landscape
Five whys?
Persona building for customer
Customers use AXA and Competitors
To understand pain problems through customer prosoma's and the journey sales people have with them
Sales persona