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     20            Some Things
   nd
  te

            You Can’t Wireframe 
  on
Fr




                 Wolf Becvar @wdbecvar
Some Things You Can't Wireframe
Credit: http://3.bp.blogspot.com/_5Usp1g7Jb2Q/TVMadeM7LrI/AAAAAAAAAAY/9-nqfXZk1Sw/s1600/darth-vader-on-vacation.jpg
Credit: http://fc08.deviantart.net/fs71/f/2009/350/5/5/Darth_Vader_loved_too_by_Peagabassi.png
Credit: http://www.wallchan.com/images/wallpapers/1136-darth-vader-guinness-wallpaper-wallchan-1680x1050.jpg
Credit: http://www.imgbase.info/images/safe-wallpapers/miscellaneous/funny/15559_funny_darth_vader.jpg
Designing for experience by
identifying customer touchpoints
#touchpoints
                   Wolf Becvar


use the hashtag




HI.               twitter.com/wdbecvar
                  wolfbecvar.com
Some Things You Can't Wireframe
Don’t get me wrong ...
I   wireframes
Wireframes help us ...

• get a clear picture
• focus on each page’s purpose
• no distraction through clutter of color or design
• clear view of what needs to be designed
• get clients involved in the planning process
Wireframes are
just one part of
 the equation.
1. What are customer touchpoints?

2. Why touchpoints are crucial?

3. How to identify touchpoints?

4. How to translate customer
   touchpoints into your UI?
1. What are customer touchpoints?

2. Why touchpoints are crucial?

3. How to identify touchpoints?

4. How to translate customer
   touchpoints into your UI?
“every point in time the customer
‘touches’ or connects with your
company throughout the entire
product/service delivery; pre-,
during and post-purchase.”

- Touchpoint Experience (2004)
“every point of contact—online and off;
each communication, human resource,
branding, marketing and sales process
initiative creates touchpoints. The quality
of touchpoint experiences drives
perceptions, actions and relationships.”

- Touchpoint Metrics (2003)
Touchpoints
     =
Interactions
Interactive
           Marketing




Customer                                                       Social
 Service                                                       Media
                                                              Channels




             Digital
           Experience

                         Credit: http://incentmedia.files.wordpress.com/2009/10/customer-touch-points.gif
UX
Design                               Dev



                                       CRM


Sales


         Branding        Marketing
Some Things You Can't Wireframe
•visual design
•interaction design
•information architecture
•user research

   YES
           Isn’t this?
“How do I
improve our
  customer
experience?”
Credit: http://joshunfried.com/wp-content/uploads/2010/10/wallmart_facebook.jpg
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
"Design is a funny word. Some people think
design means how it looks. But of course,
if you dig deeper, it's really how it
works ...To design something really well,
you have to get it. You have to really grok
what it's all about. It takes a passionate
commitment to really thoroughly
understand something, chew it up, not just
quickly swallow it. Most people don't take
the time to do that."
- Steve Jobs / Wired magazine, 1994
1. What are customer touchpoints?

2. Why touchpoints are crucial?

3. How to identify touchpoints?

4. How to translate customer
   touchpoints into your UI?
Touchpoints can
make or break a
good experience.
WinErr:   001   Windows loaded - System in danger
WinErr:   002   No Error - Yet
WinErr:   003   Dynamic linking error - Your mistake is now i
WinErr:   004   Erroneous error - Nothing is wrong
WinErr:   005   Multitasking attempted - System confused
WinErr:   006   Malicious error - Desqview found on drive
WinErr:   007   System price error - Inadequate money spent o
WinErr:   008   Broken window - Watch out for glass fragments
WinErr:   009   Horrible bug encountered - God knows what has
WinErr:   00A   Promotional literature overflow - Mailbox ful
WinErr:   00B   Inadequate disk space - Free at least 50MB
WinErr:   00C   Memory hog error - More RAM needed. More! Mor
WinErr:   00D   Window closed - Do not look outside
WinErr:   00E   Window open - Do not look inside
WinErr:   00F   Unexplained error - Please tell us how this h
WinErr:   010   Reserved for future mistakes by our developer
WinErr:   011   Window open - Do not look outside
WinErr:   012   Window closed - Do not look insided
Credit: http://www.shaanhaider.com/2011/09/windows-8s-blue-screen-of-death-is-new.html
Credits: http://businessfinancestore.com/blogs/marketingyourbusiness/files/2011/08/Bad_Customer_Service.jpg
Some Things You Can't Wireframe
Credit: http://www.airbnb.com
We connect people who have space to spare
with those who are looking for a place to
stay. Guests can build real connections with
their hosts, gain access to distinctive
spaces, and immerse themselves in the
culture of their destinations...

- airbnb.com
Credit: http://techcrunch.com/
Some Things You Can't Wireframe
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
Credit: http://www.airbnb.com
1. What are customer touchpoints?

2. Why touchpoints are crucial?

3. How to identify touchpoints?

4. How to translate customer
   touchpoints into your UI?
Touchpoints
evolve from
user insights
The customer experience
process starts at the
moment the customer
becomes aware of your
company.
Sales Funnel

          becomes aware of the product
                                                makes contact with the company




            becomes      does                      does
                                                                            demos or decides to
identifies aware that preliminary   gets buy-    detailed
                                                             short-lists
            product/ research of       in to     research                  downloads purchase
    a                                                         solution
            service/   product/     purchase         of                       trial
 problem                                                                              product
            solution   services      solution    solutions                   version
              exist
Map out a
customer
journey
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Credit: http://fortheloveofbikes.blogspot.com/
Some Things You Can't Wireframe
Credit: http://www.knog.com.au/
Credit: http://www.knog.com.au/
Credit: http://www.knog.com.au/
Credit: http://www.knog.com.au/
Credit: http://www.knog.com.au/
Credit: http://experiencematters.files.wordpress.com/2009/03/legowheel.png
ACTIVITIES      •Hears about it from friends or sees it in friends’ home
                • Sees it on web, on TV or in magazine
                                                                           •Ask friends for advice
                                                                           •Visit stores, ask sales people questions
                                                                                                                                  •Go to retailer
                                                                                                                                  •Talk to sales person
                                                                                                                                                                                         •Open box/packaging
                                                                                                                                                                                         •Look for/read directions
                                                                           •Read web sites, blogs, magazines for reviews and to   •Compare side by side                                  •Confirm all parts are present (e.g. remote)
                                                                            gain understanding of domain                          •Compare warranties                                    •Plug in/power TV
                                                                           •Understand impact on other CE components              •Consider extended warranty                            •Connect components
                                                                           •Learn jargon, brands                                  •Consider installation service                         •Test system (e.g. movie, broadcast)
                                                                           •Look for sales                                                                                               •Adjust TV settings
                                                                                                                                                                                         •Set up mounting hardware
                                                                                                                                                                                         •Place on wall/stand
                                                                                                                                                                                         •Hire professional installer if not doing oneself
                                                                                                                                                                                         •Program remote
                                                                                                                                                                                         •Educate family, friends on use
                                                                                                                                                                                         •Call customer service
                                                                                                                                                                                         •Complete/submit warranty information
  MOTIVATIONS




                •House remodel/build                                       •Make the best choice/not a bad choice                 •See different model on sale                           •Get it finished fast (Busy, excited to see it work)
                •Broken TV                                                 •Get the best deal                                     •Get out quickly as kids acting up in store            • Relish unboxing (but not make it challenging)
                •Super Bowl                                                •Satisfy my needs                                      •Sale going on                                         •Avoid frustration
                •Wedding gift (life event gift)                            •Trump my neighbors/friends                            •Sports event coming up                                •Don’t hurt back lifting it
                •Digital switchover in 2009                                •Latest and greatest                                   •New hot model released                                •Check out the new HD broadcast/DVD
                •The “Joneses” got one                                     •Get up to speed                                       •Sales person recommended                              •Brag to friends
                •Children want a TV (hand me down)                         •Know enough to not get duped by sales person
                •Buy DVD or other high tech gear




                                   AWARENESS                                                  RESEARCH                                                PURCHASE                                                    OOBE
 QUESTIONS




                •How much? (Can I afford it?)                              •What is the best?                                     •Do I want it?                                         •Is it damaged? (Inspect packaging, TV. Power on
                                                                           •What can I get for my budget?                         •How do I get it home?                                  before placement)
                •Is it worth it?
                                                                           •Is it future proof?                                   •Is it in stock?                                       •Do I need help to set up/install TV?
                •Is it an improvement?
                                                                           •Will it fit in my room/apt?                           •On sale?                                              •Do I need the directions?
                •Is it cool?
                                                                           •Who can I trust? (Brand, Store, Sales Person)         •Should I buy the service warranty?                    •Do I have every thing I need?
                •What will my friends think?
                                                                           •Does/will it work with my game console, DVD player?   •Do I need this?                                       •How do I change the settings?
                                                                           •Are there hidden costs/things I will need to buy?     •Should I buy this?                                    •How do I get the TV paired with the universal remote?
                                                                           •Will it last?                                         •How much are taxes, shipping and handling costs?      •What do I do with my old TV? Remote? Disposal
                                                                                                                                                                                          versus recycle
                                                                           •Will it go on sale soon? When will prices drop?       •Do my old components, cables, etc work with the new
                                                                                                                                   TV?                                                   •What do all these inputs/outputs go to?
                                                                           •Do I have enough information?
                                                                           •Can I get HDTV?
                                                                           •What’s important?
                                                                           •Is it easy to use?
BARRIERS




                •Status quo – satisfied with TV                            •Honest, unbiased reviews                              •Don’t have desired model in stock                     •What to do with old furniture?
                •Not tech aware or interested                              •Too much to learn                                     •Unhelpful/ignorant sales person                       •Move old TV to another room and connect it up. Buy
                                                                           •No time to do the necessary research                  •Buyer’s remorse (may revert back to last stage)        other components to go with it.
                                                                           •Analysis paralysis: Too many choices & options        •Lingo and acronyms too confusing to make a decision   •Too complicated to set up/pair with other components
                                                                                                                                                                                         •Can’t just plug in and watch TV
                                                                                                                                                                                         •Too many directions; instruction booklet is too thick
                                                                                                                                                                                         •No time for an involved set up




 Credit: http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html
Credit: http://files.thisisservicedesignthinking.com/tisdt_cujoca.pdf
Credit: http://creativeperch.com
1. What are customer touchpoints?

2. Why touchpoints are crucial?

3. How to identify touchpoints?

4. How to translate customer
   touchpoints into your UI?
http://www.hotgloo-v2.com



Casestudy        former website
“What’s the
purpose of our
  website?”
Research Concept Build Run


heuristic analysis
content analysis     sitemap       design
benchmark            flowchart     <code/>   user test
usability test       wireframing
?




    Customer Journey
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Identify the needs, the wants
      and the how to’s.
Benchmark
How are our competitors
presenting themselves?
                                 feature oriented
 very technical

                  unemotional

    “boring”
                            focus soly on the app
Analyzed Metrics
53%
53% exit rate on
our sign-up page.
Home........................... 45%
Pricing overview.......... 53%
Sign-up Step1.............. 23%
Sign-up Step2.............. 5%
Sign-up Step3.............. 5%
Sign-up Step4.............. 22%
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Evaluated Support
  Conversations
Some Things You Can't Wireframe
Conducted a Customer
 Satisfaction Survey
How long have you been using HotGloo?

             31%

                                  49%

               9%
                    10%




         Less than 1 month    1 to 6 months
         6 months to 1 year   More than 1 year
How often do you use HotGloo?

               24%



       15%                     39%


              10%
                      9%
                3%


    Never      Once a year   Every 2-4 months
    Monthly    Weekly        Daily
How did you come accross HotGloo?
                      10%
                 9%

            17%                     42%


                  16%
                          5%
                         1%


    Recommended by friends     Recommended on a blog
    Saw Demo                   Conference
    Searchengine               Social-media channels
    Banner-Ad                  Others
Why did you choose HotGloo?
                        5%
                  10%           17%
simple to use
  effective
 interactive 19%                    11%
 responsive
collaborative                   18%
                    17%
                               2%


        Quality                     Price
        Design                      Customer support
        First use experience        Accessability
        Collaboration               Others
What do you think about the help section?

        Video Tutorials


 HotGloo Vimeo Channel


      FAQs/Help section


HotGloo Customer Forum


         Email Support

                          0 %        25 %      50 %          75 %       100 %



        Didn’t even know        Not used yet   Not helpful    Helpful    Very Helpful
simple         reliable support        listening to users

                    productive
                                        easy access
 like the UI

                        like
easy to use                            inexpensive

                      fast
                                            collaborative
good perfomrance             fast support
feature XX           feature XX
  feature XX
                      feature XX
                                              feature XX
feature XX

                    dislike                   feature XX
   feature XX
                                          feature XX
                         feature XX
  login is too complicated
Some Things You Can't Wireframe
Think aloud!
?
Some Things You Can't Wireframe
sign up landing
                    page
  tour                       call
                              to                          copy
                            action
          website
sign in                              key                         Usability
                                    visual
                                                          IA
                           help
   contact
              pricing




                           news
                 twitter   letter
   facebook
                                    tutorials                            system
                                                                         mailing
                    channels

          blog                                                 APP
                                                support
                               customer
                                forum
Step1: Strategy
Credit: http://books.verg.es/img/elements_of_ux_5planes.jpg
Step2: Theme
Some Things You Can't Wireframe
Step3: Key Visual
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Step4: Sitemap
Some Things You Can't Wireframe
Step5: Wireframing
Credit: http://www.dubberly.com/articles/interactions-the-experience-cycle.html
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Step4: Design
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
feature XX           feature XX
  feature XX
                      feature XX
                                              feature XX
feature XX

                    dislike                   feature XX
   feature XX
                                          feature XX
                         feature XX
  login is too complicated
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Some Things You Can't Wireframe
Ok, but what about
the M in sMart?


        page
        visits       *2
         sign
         ups         *3
Wrap up
Identify the needs, the wants, and the how to’s.


    Find the key sources, and platforms.


         Look for the gap and fill it.


      Make your touch points count.
The secret Sauce?




Credit: http://www.gallonjug.com/assets/images/secret_sauce.png
LI
KE
LO
VE
“The essential difference
between an emotion and
reason is that emotion leads
to action while reason leads
to conclusion.”

- Donald Calne, Neurologist
Good UX means
that everyone
wins.
“A beholder must
create his own
experience.”
- John Dewey, Philosopher
TAKK.

                       ping me!

    wolfbecvar.com
    twitter.com/wdbecvar
    hotgloo.com

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