no more excuses - real tools to design online awesomeness
DESCRIPTION
Why do most organizations fail to deliver awesome online experiences for their users? Excuses. Learn how to fight back with real tangible tools.TRANSCRIPT
NO MORE EXCUSESREAL TOOLS TO HELP YOU DESIGN ONLINE AWESOMENESS
E V E R Y D A Y E V I L M O N S T E R SC O N S P I R E A G A I N S T Y O U .
T H E Y H I D E W I T H I N E V E R Y O R G A N I Z A T I O N D I S G U I S E D A S
EXCUSES.
//IMAGE SOURCE: Hugh Macleod, The Blue Monster
“It’s a mess out there. Everything keeps changing. Where do I even begin?”
E X C U S E # 1
START BY ASKING YOURSELF & YOUR TEAM THESE QUESTIONS:
1. What are all the situations where people may want to interact with your brand? (Be as specific as possible)
2. What are their needs in each of these situations?
3. How can your online experience be designed to help in each of these situations?
= SITUATION
= NEED
= BRAND
“...But I work with clients who just want the latest trend”
E X C U S E # 1
//IMAGE SOURCE: Hugh Macleod, The Blue Monster
P E O P L EO B J E C T I V E S S T R A T E G Y T E C H N O L O G Y
A V O I D S H I N Y O B J E C T S Y N D R O M E . S T A R T H E R E .
“I just don’t have the time to make sense of all the information...”
E X C U S E # 2
Source: Helge Tenno, www.180360720.no
SCENARIO
ACTIVITY
NEEDS
BRAND
Source: Adapted from Lego Customer Experience Journey
BEFORE
DURING
AFTER
Increasingly irritated pet
Notice issue through “self-diagnosis” Try wash/clean and other home remediesNotice temporary relief
Problem recurring and getting worse
Determine vet visit required
Call to schedule appointment
Apply 1st dosage
Notice irritation decreasing
Use “self-reminder” for next dosage
Notice irritation close to being gone
Forget 2nd dosage. Apply late.
No longer observing tick/fleas
Notice ticks/fleasare back
Forget 3rd dosage
Question productefficacy
IndifferentPositive Negative Delighted
Next appointment reminders – vet calls/emails/sends reminder postcards
Check-in with receptionist
Pet checked (routine exams) and diagnosed by vet
Technician comes in to give needles/do tests
Receive recommendations for medication, preventive care
See receptionist to pay for visit, purchase medication
Leave clinic
Take seat in waiting room ( 12 - 15 mins)
Consumer Journey Situation: Irritated pet
“Now what? I’m not creative to design anything.”
E X C U S E # 3
1. Sketch with Sharpies1
2. Use parameters3. Time yourself
// SOURCE: 1. 37 Signals: http://37signals.com/svn/posts/466-sketching-with-a-sharpie
Novice Tech Savvy
Individual Social
Stephen Harper Lady Gaga
SPECTRUMSH E L P S YO U V I S U A L I Z E A N D S TA R T S K E T C H I N G D I F F E R E N T P O S S I B I L I T I E S
D E S I G N A T T H E E X T R E M E S -
Keep the conversation going @ nishshah
NO EXCUSES. GET YOUR AWESOMENESS ON.
www.collidelabs.com