- •1. Objectives: the questions we are trying to answer
- •2. Hypotheses: what we believe we already know
- •3. Methods: how we plan to fill the gaps in our knowledge
- •4. Conduct: gather data through the methods we’ve selected
- •5. Synthesis: answer our research questions, and prove or disprove our hypotheses
- •1. Identify your users
- •2. Decide what to ask
- •4. Gain an understanding of users
- •5. Analyze the data
- •6. Synthesize a model of users
- •7. Produce a document for others
- •8. Socialize the personas
- •Additional resources
- •What is a customer journey map?
- •Why you should create customer journey maps
- •How to research a customer journey map
- •Analytical research
- •Anecdotal research
- •Presenting your customer journey map
- •The difficulty of “face to face”
- •“I’m afraid I’ll be bothering people.”
- •Increase the value of participation
- •Find the right time
- •Be aware of body language
- •Fostering interest
- •Fostering goodwill
- •Offer incentives
- •“I’m afraid of rejection.”
- •Turn it into a game
- •Variation: football rules
- •“Only extroverts are good at this.”
- •Practice playfully
- •Make it meaningful
- •Pair up personalities
- •Go face to face
- •Resources
- •Start the planning and visa application process early
- •Partner with a great local firm
- •Hire a real-time translator
- •Limit the number of observers and make sure your client observes a few sessions
- •Plan more time than you think you need between interviews
- •Over-recruit in anticipation of no-shows
- •Incentives
- •Class structure
- •Geography
- •Holidays
- •Keep an open mind during your research for unexpected lessons
- •Learn about brazilian customs and culture
- •Greetings
- •Building trust
- •Portuguese
- •Working late
- •Technology
- •Conclusion
- •References
- •What is user testing?
- •User testing is…
- •User testing is not…
- •What is a user study?
- •A good user study has clear and measurable outcomes
- •A good user study is easy to facilitate
- •A good user study must be sufficiently detailed and interactive
- •Self-evaluation
- •User testing in an agile world
- •User testing at conferences
- •Attempt #1: puppetconf 2012
- •Attempt #2: puppetconf 2013
- •What did we learn?
- •Conferences let you cut the fat out of recruiting
- •Conferences let you validate your entire roadmap
- •Conferences are chaotic, but process can help
- •Conferences allow your competitors to snoop
- •Conferences are a great way to build user empathy
- •Conferences are a black hole for data
- •Process is king, but organization is queen
- •Use retrospectives to learn and improve
- •Should you add conferences to your toolbox?
- •Tips to make this work for you
- •Resources
- •Articles and examples
- •About The Authors carolyn chandler
- •About Smashing Magazine
Additional resources
•“Understanding Your Users: Developing Personas21” (slidedeck), Shlomo Goltz Use these presentation slides to kick off a persona creation project.
•“Provisional Personas: Workshop22” (slidedeck), Shlomo Goltz This guide walks through the process of creating provisional personas.
•“The Persona Core Poster: A Service Design Tool23,” Christof Zürn This template can be used to create a one-page deliverable.
—
1.http://www.cooper.com/
2.http://www.steamfeed.com
3.http://media.mediatemple.netdna-cdn.com/wp-content/uploads/2014/08/01-segmentation-opt.jpg
4.http://www.samsweitz.com/research/
5.http://copernicusconsulting.net/the-essence-of-qualitative-research-verstehen/
6.http://interactions.acm.org/blog/view/designers-toolkit-a-primer-on-capturing-research
7.http://www.slideshare.net/TheConartist/provisional-persona-workshop-10
8.http://wiki.fluidproject.org/display/fluid/Persona+Creation
9.http://www.amazon.com/Designing-Digital-Age-Human-Centered-Products/dp/0470229101
10.http://en.wikipedia.org/wiki/Likert_scale
11.http://en.wikipedia.org/wiki/Semantic_differential
12.http://en.wikipedia.org/wiki/Affinity_diagram
13.http://media.mediatemple.netdna-cdn.com/wp-content/uploads/2014/08/09-spectra-patterns-opt.jpg
14.http://www.amazon.com/101-Design-Methods-Structured-Organization/dp/1118083466/
15.http://boltpeters.com/clients/dolby/
16.http://media.mediatemple.netdna-cdn.com/wp-content/uploads/2014/08/11-sketch-opt.jpg
17.http://krizzeldibi.wordpress.com/2012/07/02/personas/
18.http://media.mediatemple.netdna-cdn.com/wp-content/uploads/2014/06/02-cook-opt.jpg
19.http://creativecompanion.wordpress.com/2011/05/05/the-persona-core-poster/
20.http://blog.mailchimp.com/new-mailchimp-user-persona-research/
21.http://www.slideshare.net/TheConartist/what-are-personas-and-how-to-use-them-a-presentation-by-shlomo-goltz
22.http://www.slideshare.net/TheConartist/provisional-persona-workshop-10
23.http://creativecompanion.wordpress.com/2011/05/05/the-persona-core-poster/
All You Need To Know About Customer Journey Mapping
BY PAUL BOAG
https://www.safaribooksonline.com/library/view/a-field-guide/9783945749180/chapter-5.xhtml
Stories have defined our world. They have been with us since the dawn of communication, from cave walls to the tall tales recounted around fires. They have continued to evolve, with their purpose remaining the same: to entertain, to share common experiences, to teach and to pass on traditions.
Francisco Inchauste wrote those words1 on this website back in 2010. His post is just one of many on this website that talk about the power of storytelling to engage users.
But storytelling is not just a tool to engage users. It is also a powerful way to teach organizations more about their customers.
Most organizations are reasonably good at gathering data on their users. But data often fails to communicate the frustrations and experiences of customers. A story can do that, and one of the best storytelling tools in business is the customer journey map.