Live from #ConvCon Chicago 2014 – Driving your Multi-Device Strategy with Customer Experience Maps

By Jenny DeGraff | Jun 17, 2014
More Articles by Jenny


20140617_140328Presented by Charlie Claxton, Up Top

Does other people’s success equal our success? Don’t blindly follow trends in other’s multi-device strategy. Responsive Web Design (RWD) is all the rage, but it may not necessarily be the best fit for the customer. If you are going to use RWD, be sure to:

  1. Use a mobile first approach
  2. Remove non-essential content
  3. Optimize Images

Instead of jumping on the latest technology bandwagon, look to your customer experience map for insight and planning. If you don’t already have a customer experience map or know what it is, there is a map of emotions the customer experiences through the purchase process. They can be a visualized as timeline of touch points or as a wheel of emotion. This illustration helps to identify gaps in the user experience, what’s missing in the process, and what can be improved.

Charlie then went into how to build a customer experience map. This is a 4 step process:

1. Define Customers

You can do this by:

Creating Personas (Begin with “provisional personas”what you think then engage ACTUAL customers to make it valid.)

  • Keep them short and sweet
  • Make one a primary persona
  • Associate to other design tasks

Focus Groups

  • Recruit (make sure you’re choosing the right audience)
  • Select a moderator
  • Create questions
  • Run several groups

Card Sorting (open & closed)
This a great starting point, they are quick and inexpensive.

2. Engage/Research in Context

  • Contextual Inquiries: observe people using your product
  • Recruit participants
  • Define goal of study
  • Observe (and have them think out loud)

3. Analyze data/build map

  • Define the purchase
  • Map out the customer lifecycle

Tip: these need to stand on their own, without context

4. Define Strategy

  • User stories answer the ‘who’, ‘what’ and ‘why’ of a specific requirement
  • Ask ourselves questions to help identify solutions to our usability gaps

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