georgetown mba guest lecture 11-10-16
TRANSCRIPT
Wayfinding Sarah Weise | [email protected]
Moral: It stinks to be lost
Where are you now? Where is your customer, right now?
Where is your destination?
Wayfinding: knowing where you are in an environment, knowing
where your desired location is, and knowing how to get there from your present location.
VISIONING PERSONAS
JOURNEY MAPPING
What if an artist followed us around...
Visioning: Play Mad Libs
• There’s no dial-in number Maximize human connection. 4 – 20 people.
• No phones, tablets, laptops We have a short time with you. We need pure attention and focus!
• Goal is to generate a lot of ideas quickly There are deadlines and timers for each activity.
• Call ELMO Tell people up front that it’s not rude to call “ELMO”. Goal is to talk quickly and stay on topic. No history discussions here!
• We are not in the idea or ego squashing business We succeed through a breadth of perspectives and concepts. Not just execs. Facilitator required to diffuse tensions.
Schedule a Hands-On Visioning Session
• There’s no dial-in number Maximize human connection. 4 – 20 people.
• No phones, tablets, laptops We have a short time with you. We need pure attention and focus!
• Goal is to generate a lot of ideas quickly There are deadlines and timers for each activity.
• Call ELMO Tell people up front that it’s not rude to call “ELMO”. Goal is to talk quickly and stay on topic. No history discussions here!
• We are not in the idea or ego squashing business We succeed through a breadth of perspectives and concepts. Not just execs. Facilitator required to diffuse tensions.
Schedule a Hands-On Visioning Session
Visioning: Play Mad Libs
FOR: target customer WHO NEEDS: service/feature UNLIKE: competitor/alternative WE ARE A: business type WE PROVIDE: emotional benefit WE STAND OUT BY: key differentiator
Visioning: Play Mad Libs
FOR: target customer WHO NEEDS: service/feature UNLIKE: competitor/alternative WE ARE A: business type WE PROVIDE: emotional benefit WE STAND OUT BY: key differentiator
Visioning: Play Mad Libs
So what are we waiting for?
Kids Singles
FOR ____________ <target customer>
WHO NEED ______________ <service/feature>
E-books Meet-ups Child Care
Amazon Local Bookstore
WE ARE UNLIKE ______________ <alternative/competitor>
Gathering Place Happy Hour
Spot
WE ARE A ______________ <business type>
Belonging Nostalgia
WE PROVIDE ______________ <emotional benefit>
Free to join In your backyard
WE STAND OUT BY ______________ <key differentiator>
Group brainstorming methods: Use a different one for each stem
• Scribble as many ideas as you can in
2 mins (individuals or pairs/groups)
• Ever person/pair/group must fill 5 post-its
• Build it and ideas will come. Put 50 stickies on the wall, and have people shout out ideas
• Everyone stands, shouts out 1 idea then sits, selects someone else to go
Quickly visualize the most agreed-on concepts.
Wall Voting
Dual-colored dots save you time. Only talk about the ones with red and green.
Wall Voting
Move popular stickies to top. Read vision statement across.
Wall Voting
And when you write it out…
Hashtags are big. Let’s make sure there
are at least 4-5 on our homepage.
When I was 10 my father had a heart attack in front of me. From then I vowed to be prepared if that situation ever happened again. - Bill Winters
Personas
Hi! My name is…
Description
Goals & Needs
Tech Usage (laptop, tablet, phone, wearables, favorite apps…)
Picture (yes, draw it!)
Age / Gender: Occupation: Key Emotional Driver:
Check out John Personas make a post-it come to life.
Personas
Instant empathy! It’s much easier for humans to relate to other humans.
Personas
1 page is more than enough Bullets are great. Quickly state what resonates (and what doesn’t) for a customer. Role play Stubborn exec or client? Have them role play. Ask them to take on a persona and then ask a bunch of questions. Only have 10 mins? Give a team a half-started persona and have them fill in the rest.
Personas
Can be visual Check out what’s on Amy’s
work station!
Personas
What is a journey map?
Journey Maps
Journey maps are different than a task analysis because they take into account before/after product use. This task analysis reveals 30+ screens to apply for a job! Using this, we were able to streamline the process on USAJobs.gov to 9 screens.
Journey Maps
Journey Maps
Journey Maps
When was the last time you were truly delighted?
Delight is happiness
Delight is happiness relief
Wayfinding: knowing where you are in an environment, knowing
where your desired location is, and knowing how to get there from your present location.
Wayfinding: knowing where you are in an environment, knowing
where your desired location is, and knowing how to get there from your present location.
the customer’s journey
Wayfinding: knowing where you are in an environment, knowing
where your desired location is, and knowing how to get there from your present location.
your vision
Wayfinding: knowing where you are in an environment, knowing
where your desired location is, and knowing how to get there from your present location.
points of delight
BIG EMOTION = BIG OPPORTUNITY pinpoint anxiety to find potential for delight
Today’s moral: Work to discover where you are, where your customers are, and where you want to be. Only then can you mindfully craft delight.
Sarah Weise [email protected] linkedin.com/in/sarahweise