肖又歌——CUSTOMER JOURNEY AND PERSONA

GTLC

2017/11/14 发布于 技术 分类

这次UIUX Conf将于2016年10月15日及16日在上海举行,在这两天的大会中你将听到20多场来自资深UIUX设计大牛们的主题演讲(交互设计、视觉设计、用户研究设计、管理服务设计、设计思维等)、参与到多个交互设计体验工作坊、结识其他800多位和你一样有想法的创意人士。 本次活动参与者包括多家国际知名设计公司及国内外新兴企业,“探索、启迪、连接” 是本次大会的主题。

文字内容
1. CUSTOMER JOURNEY AND PERSONA YOUGE XIAO 2016.10.16 SHANGHAI 1
2. FROG DESIGN APPROACH DEVELOP A SHARED UNDERSTANDING INFORM & INSPIRE DESIGN HELP PEOPLE IMAGINE MAKE EXPERIENCES REAL HELP EXPERIENCES GROW 2
3. INFORM / INSPIRE DESIGN DESIGN RESEARCH PROCESS DISCOVER INSPIRE understand needs DESIGN create the right design DELIVER INFORM get the design right 3 3
4. INFORM / INSPIRE DESIGN TELLA GOOD STORY 4
5. INFORM / INSPIRE DESIGN step 1 UNDERSTAND THE USER 5
6. INFORM / INSPIRE DESIGN step 2 BUILD THE CHARACTER 6
7. INFORM / INSPIRE DESIGN step 3 BUILD THE NARRATIVE 7
8. INFORM / INSPIRE DESIGN PERSONA A persona is a model of people you are designing for. It adds human context by describing patterns shared by a certain segment of target users, and showing individual’s behaviour, needs and wishes. 8
9. INFORM / INSPIRE DESIGN PERSONA 1. A conclusion of the user research outcome; 2. Example of possible features combination set; 3. A tool for brainstorming; 4. A tool for internal communication; 9
10. PERSONA PARTICIPATE PROFILE PERSONA } "#! 10
11. PERSONA ATTRIBUTES OF A PERSONA 1. 2. 3. ARCHETYPE LIFE STAGE 4. 5. CONTEXT 6. + MOTIVATION USER JOURNEY TOUCH POINTS … PROJECT-SPECIFIC ATTRIBUTES 11
12. PERSONA ARCHETYPE EXAMPLE DOERS Getting it Done, Technology or Not CONNECTORS Seeking Relationships and Retail Therapy REALISTS Fiscally Pragmatic and Aware CAUTIONARIES Want Technology, Looking for Help 12
14. PERSONA LIFE STAGE EXAMPLE Single Just Married Family with Newborn Child Multigenerational Cohabitation Family with Grown Up Kid Matured Family 14
15. PERSONA CONTEXT EXAMPLE 15
16. PERSONA TOUCH POINTS " PERSONA 1 # PERSONA 2 ! PERSONA 3 16
17. PERSONA PERSONA MATRIX Journey Focus USE BUY PLAN " PERSONA 1 # PERSONA 2 ! PERSONA 3 Life Stage 17
18. PERSONA FEATURE CLUSTER " PERSONA 1 # PERSONA 2 ! PERSONA 3 Feature 1 Feature 2 Feature 3 Feature 4 Feature 5 Feature 6 Feature 7 Feature 8 Feature 9 18
19. PERSONA CONCEPT NAME DESCRIPTION CONCEPT SKETCH PGERROSUOPNNAU1MBER WKEEYLLB-EBNEIENFGITFSACTOR 19 19
20. PERSONA HOWEVER, THE CONTEXT IS CHANGING… Projects are changing Market environments are changing User needs’ are changing 20
21. PERSONA MAKE PERSONA ADJUSTABLE 1. 2. 3. Define needs and context Adjust persona’s attributes Use persona for brainstorming 21
22. PERSONA MAKE PERSONA ADJUSTABLE " PERSONA 1 " PERSONA 1 " $ % BEYOND TIME BEYOND SPACE 22
23. PERSONA ATTENTION 1. Persona is different from archetype; 2. Persona is the outcome of qualitative research, which needs to be validated in quantitative research; 3. Persona is not fixed - it needs to be updated from time to time; 23
24. PERSONA & 24
25. INFORM / INSPIRE DESIGN CUSTOMER JOURNEY The Customer Journey Map is a synthetic representation which describes the main stages of an experience through the touch points across which the interaction can occur. 25
26. CUSTOMER JOURNEY SINGLE - LAYER 26
27. CUSTOMER JOURNEY MULTI - LAYER 27
28. CUSTOMER JOURNEY CUSTOMER-FOCUSED 28
29. CUSTOMER JOURNEY PRODUCT-FOCUSED 29
30. CUSTOMER JOURNEY ATTENTION 30
31. “In the realm of the mind a method is comparable to a crutch; the true thinker walks freely.” —— Dutch Writer Godfried Bomans 31
32. WeChat @frogChina frog Thanks!