Creating, breaking, and repairing service offerings on a balmy November night. With Premortems, Jaycustomers, and Antifragility.

1. UXPA Pre-Mortem

2. Volcanic??
Brands are the experiences people encounter with every interaction.
Volcanic carefully and consciously creates experiences that delight
customers, create share-worthy moments and drive value.
We uncover insights about the customer, brand, and business that
help us set the front and back stage for creating, building and
testing breakthrough experiences.
Why?
What?
How?

3. Volcanic’s core offerings:
96% of unhappy customers
never tell companies about
their poor experiences
71% of business
leaders believe that
customer experience
is the next corporate
battleground
86% of consumers
would pay more for
a better customer
experience
Insights
Strategy
Design
Experience Experience
Experience

4. Buckle Up
0

5. 1Team

6. 2Ideate

7. 3Prepare

8. 3Prepare
______(name of idea) provides _____(does the following)
for/to ______(target user/market/audience). We deliver
______(service) with/through ______(attributes) that
leads to/results in ______(benefits/ultimate outcome).
A good example is ______(short success Story).
Elevator Pitch Mad Lib

9. 3Prepare
______(name of idea) provides _____(does the following)
for/to ______(target user/market/audience). We deliver
______(service) with/through ______(attributes) that
leads to/results in ______(benefits/ultimate outcome).
A good example is ______(short success Story).
ex: Glimpse facilitates personal goal achievement to anyone
seeking a fresh perspective. We deliver transformative, P2P
experiences through matchmaking and guidance that result in an
expansion of knowledge, self-awareness, and personal growth.
Elevator Pitch Mad Lib

10. 4Share

11. “Hold my beer!”
5
(aka Intro to pre-mortems)

12. “Hold my beer!”
5
(aka Intro to pre-mortems)
Premortem:
To improve your chances of success by imagining your failure,
then working backwards to determine the factors that lead to it.

13. premortem
informed customer journey
developed strategies and tactics to address issues

14. “Hold my beer!”
5
(aka Intro to pre-mortems)
“Often in projects, the learning is all at the wrong end.
Usually after things have already gone horribly wrong or
off-track, members of the team gather in a ‘postmortem’ to
sagely reflect on what bad assumptions and courses of
action added up to disaster. What makes this doubly
unfortunate is that those same team members, somewhere
in their collective experience, may have seen it coming.
A pre-mortem is a way to open a space in a project at its
inception to directly address its risks. Unlike a more
formal risk analysis, the pre-mortem asks team members to
directly tap into their experience and intuition at a time
when it is needed most, and is potentially the most useful.”
— Gamestorming

15. “Because designers can be insufferable optimists.”
— Me
GROUPTHINK

16. “Hold my beer!”
(aka Intro to pre-mortems)

17. “Hold my beer!”
(aka Intro to pre-mortems)
IKEA in China

18. “Hold my beer!”
(aka Intro to pre-mortems)

19. jay-customer
Jaycustomers

20. Jaycustomer:
Customers who (deliberately) act in a thoughtless or abusive manner,
causing problems for the company, employees, or other customers.

21. 1.The Thief - Avoids paying for the service availed
• ex: Shoplifting, stolen credit cards, sneaking into movies
2.The Cheat - Lives up to their name
• ex: Fake insurance Claims, “wardrobing”, 100% guarantee abuses
3.The Belligerent - Angrily abuses service personnel
• ex: Angry drunk people, customer service calls, air rage
4.The Rule Breaker - Ignores rules of social behavior
• “No Shirts, no shoes, no service”, reckless skiers, roller coasters
5.The Vandal - Deliberately damages property
• Graffiti, cigarette burns, broken property
6.The Family Feuder - Fights w/ other customers or their own party
• Food fights, relationship issues, violent drunk patrons
7.The Deadbeat - Fails to pay bills on time
• Delayed payments, “I’ll pay tomorrow”
7 Types of Jay-customers:

22. #Fail
6Predict

23. Predict
6#Fail
Likelihood
Disaster
Control

24. 7Destroy

25. 7Destroy
Likelihood
Disaster

26. 8“Survey says…”

27. 9Repair*

28. Solutions should be designed to not
(negatively) affect other customers
*Repair Guideline #1

29. Fragile Robust Antifragile
*Repair Guideline #2

33. 9Repair*

34. 10Postmortem

35. 10Postmortem
Briefest Summary:
Premortems: Mitigating problems through foresight.
Jaycustomers: A lens for predicting abuse.
Antifragile: Growth through volatility.