Lean UX and Marketing

Transcription

1 Lean UX and Marketing

2 We design products and services based on customer knowledge to help businesses grow

3 If you have a product that is underperforming, we can help you get in touch with your customers, find out what is holding you back and teach your team how to get more from what you do.

4 If you have an idea, and you are not sure how to make into a profitable business we can help you define your product and audience and prototype the service before you take the risk.

5 Observation & Analysis We observe and interview users in their environment to understand their behaviour and needs. We explore how they currently solve particular problems, the technologies they use, their relationship with your brand and the competition to map out their journey through a product or service. Ideation, Prototyping & Design The intelligence we acquire provides the insights to generate ideas, prototype, test and launch new physical or digital products or improve existing ones. Brand generation & refinement A brand should not be an afterthought: it needs to be built alongside the product and with the customer at the center of the process. We analyse price, placement and promotion options throughout product development. Ethnography Customer Development Service Design User Experience Interaction Design Design Thinking Lean Marketing Guerrilla campaigns Strategy

6 How we do it

7 USER TEST There is really nothing like putting a product to test with real users. Be it guerrilla style, remotely or with larger sets of participants, we can test your product, understand its problems are and help you improve it.

8 Our RAPID METHOD brings the whole team into a room, where they observe how users interact with the product, hear what they say and actively participate in the deciding what needs to be changed.

9 CUSTOMER JOURNEY MAP How do your customers use your product or service in the real world? We can help you find out where there is room for improvement in what you do, and new business opportunities within your target audience

10 leaves the room and CUSTOMER JOURNEY MAP Heineken Crack the case Web Full Experience.com First lock 3 tumblers Interface: watch again Go to TVC website Users get to the dedicated website Interface Watch Berenice's Watch Russians Watch TVC find the number intro video + snippet snippet with Watch TVC rules + PLAY suitcase "pushed (explaining the hidden numbers button (for first 3 out" of the video enemy) (007) tumblers) The user watches the 90" spot which ends with the Heineken star closing. The red star starts pulsing The user watches Berenice talking straight to the camera - she 8 Interface: enter code 8 The first lock tumblers adjust to their default initial position and 'pulse' or 'glow' to indicate next action - (spotlighting) Choose # on 1st Choose # on 2nd tumbler tumbler explains that's Choose # on 3rd tumbler and beeping - the star reopens and the P.O.V changes Bond's suitcase and that she needs your help opening it. You 12 to MOTW (first persons perspective) need to discover the combination number and the suitcase will give you clues. She Interface: make it easier the suitcase 'slides out of the scene' and 8 becomes part of the interface. It will be persistent OR Sketched out hypothesis customer journey for Parkimeter throughout the journey Final user journey mapping for Heineken 007 online promo game Watch TVC snippet SHORTER VERSION Watch 3rd TVC snippet SHORTER VERSION 1 OR STILL IMAGE

11 !"#$%$&"' Encuentra tu médico Consigue tu cita Opina Alta de usuario Y además, 2 Alta de Médico Centro Directorio de Farmacias Buscador de Síntomas Directorio Apps USABILITY EXPERT REVIEWS,-'*$).-'/$.0&-'1234%-' ()*&"&'''''''''!"#$%&'()'''''''''55555) )))*+,$-(%.)-$&/%)0+,$-(.)-"1&'(%)0+,$-(%.)-2/,'(%)0+,$-(%) 5!"#$%&'()*+*(+,&'-,'.&.%/*(&'' 012,#3('4(5,+6*%/',"'%"5%' -,'.&.%/*(')%6*,+5,' 7!"#$%&'(!)')*')!+#%#,%)8'%' "%'6*5%'$,-*6%9' ()*&"&''+''!"#$%&'() 8234%-/'+''!$)*&-/'1234%-/''+''9$.0&-/'8234%-/'''+'''7"&1"%4"/''''+''''9:)*-1"/''''+''';<</' >*)('?%$,-%=-,' 5 6 Expert review for Doctuo 8 :%"(/%/'.&%/' ;2%<'#)(' *-,+#&5%=6($= $<' Comentarios Out of visits, 1800 landed on the home. That is 4%! It's not possible to search for a doctors name from the homepage. Is that because you assume that all users won't be looking for a specific doctor? From an overview analysis, your analytics show that there is a use case for allowing so. 1. What is the reason to include this? 2. When will it be possible to make an appointment online? 3. Is this a menu? 4. Field label and example are contradictory. Choose one. 5. Why is this duplicated? And why would a user register from the homepage? A returning user would probably log in, but a new user won't register from the outset. 6. Can be a good idea to show that the site contains users opinions (and boost sign in/up - not sure about Doctors statements 7. Should disappear - users don't understand or are skeptical of it 8. Showing a list of the 5-10 main seguradoras and especialidades can be illustrative 4 1 Expert review for IDEQ 3 2 Homepage 1. The list doesn t give the user an option to change after having clicked on an operation option 2. The search button is too small and doesn t have an obvious feedback state 3. The first choice in the advanced search is not very intuitive. Perhaps it would be better to start with a house size, number of bedrooms or area. 4. Again, search button is too small. Besides, it is too diferent in style from the search button above When you know there is something wrong with your interface, it pays off to do an Usability Expert Review - which generally works as a first step to understand deeper, more holistic challenges your business might be facing. :%"(/%/'.&%/' ;2%<'#)(' *-,+#&5%=6($= $<' :%"(/%/'.&%/' ;2%<'#)(' *-,+#&5%=6($= $<' +,$-(%)) 6 7--*$&'

12 INTERACTION DESIGN MDS El Ricon de Vallvidrera Menu: 9.00 Calle Galileu 335 OFERTAS DE ESPACIO PARA COPY DE OFERTAS PERSONALIZADAS AQUI RESTAURANTES detalle Notes 1.Linea completa para nombre del restaurante, porque pueden llegar a ser bastante largos. Dudo si sobre la foto, o debajo. 2. Foto del restaurante. Diseñar para posibilidad de que haya más fotos, aunque en el piloto trabajaremos con una solo foto. Sugerencia es carousel sobre la foto misma, con swipe hacia la derecha. 3. El precio del menú. En restaurantes de carta harbrá que poner precio medio 4. El tipo de cocina. No hace falta poner la palabra cocina, creemos que se entiende bien si solo se pone el tipo. Esto puede variar, desde cortos como italiano, hasta más largos como (ejemplo) mediterranea y fusión 5. Las opiniones que se scrap de Salir. No se pueden leer en Pockeat, el usuario no sabrá de donde vienen, y tampoco habrá manera de dejar comentarios. 6. Icono o recorte de mapa. Es clicable, y lleva a una pagina, de segun nivel de navegación, solo con mapa, la ubicación del sitio y del usuario. 7. Dirección con nombre de la via, numero, codigo postal y población 8. El teléfono del restaurante debe aparecer (en cambio de ser solo un botón). Debe ser clicable y acceder Just like an architect works on a project to make sure a house is built according to people s needs, we can design the interactions of your digital product step by step and work iteratively with programers and graphic desginers.

13 MARKET RESEARCH & BRAND How does the rest of the world see your product or service? We can work out how you can build or rebuild a brand based on knowledge we gather from quantitative and qualitative data: crunching your numbers and talking to your customers to find out what they really love... and hate.

14 PROTOTYPING Prototyping is a way of learning fast about a product or service so we can test ideas and find out whether what you are about to build is the right thing. We can build physical prototypes or run software experiments that can easily bring to light potential pitfalls and help you and your team launch better products.

15 Brands that trust our work

16 Master Digital Business ESADE - Barcelona MARTA ROS MARKETING ESPECIALIST & ENTERPRENEUR I create and promote brands that customers truly love SARAH RINK UX RESEARCHER AND INTERACTION I like understanding customers and designing solutions adapted to their needs. MsC Human Computer Interaction University College London (UCL)

17 Get