ICELW, New York, June 2012 – John Sandler1

User, User: Who Art Thou?

ICELW, New York, June 2012 – John Sandler2

WHO ARE USERS?

ICELW, New York, June 2012 – John Sandler3

WHO ARE USERS?

ICELW, New York, June 2012 – John Sandler4

WHO ARE USERS?

ICELW, New York, June 2012 – John Sandler5

• What information to capture• Who & what will you ask• Where• Observe• Record

WHO ARE USERS?

ICELW, New York, June 2012 – John Sandler6

CONTEXTUAL INQUIRY

‘ We need to find out what our customer and user actually want

and expect...& how they think’

ICELW, New York, June 2012 – John Sandler7

CONTEXTUAL INQUIRY

ICELW, New York, June 2012 – John Sandler8

CUSTOMER JOURNEY MAPS

’A Customer journey map visually details the route customers take, & their touchpoints…

as customers interact with web sites, applications, products & services…

ICELW, New York, June 2012 – John Sandler9

CUSTOMER JOURNEY MAPS

ICELW, New York, June 2012 – John Sandler10

CUSTOMER JOURNEY MAPS

ICELW, New York, June 2012 – John Sandler11

CUSTOMER JOURNEY MAPS

Courtesy Christopher Pucher – Ehsan Zamani CUAS, Villach Austria

ICELW, New York, June 2012 – John Sandler12

CUSTOMER JOURNEY MAPS

• •Non technical user:•Low level of experience *

•No technical interests•Uses basic functions *

• •Normal user•Average level of experience*

•Average technical interests

•Uses most functions *

• •Expert user:•High level of experience*

•High technical interests•Uses all functions*

Courtesy Michael Janach | Dominik Holzmann CUAS, Villach Austria

ICELW, New York, June 2012 – John Sandler13

CUSTOMER JOURNEY MAPS

Courtesy Michael Janach | Dominik Holzmann CUAS, Villach Austria

ICELW, New York, June 2012 – John Sandler14

CUSTOMER JOURNEY MAPS

.…create a positive user experience

ICELW, New York, June 2012 – John Sandler15

SUMMARY

Use of Customer Journey and Experience Maps helps deliver pleasing experiences … allowing customers to achieve their goals.

ICELW, New York, June 2010

REFERENCES

· Sandler, John ICELW 2012 Proceedings

· www.dilbert.com

CONTACT

johnsandler@fastmail.fm

@greyrab (Twitter)

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