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Session	
  A7
Joe	
  Macleod	
  and	
  Judith	
  Buhmann
Closure	
  Experience	
  workshop
Email
joe@ustwo.co.uk
@mrmacleo...
CLOSURE
EXPERIENCE
WORKSHOP
Joe Macleod & Judith Buhmann
We have been dealing
with the fall out of the
littered physical
landscape for decades
An invisible landscape
littered with old services
and digital products
The underlying issue is the same.
Our changing relationship with closure.
CLOSURE
The satisfactory conclusion to a product or service
relationship. Each party feeling satisfied with the
completed t...
OLD
DEATH
NEW
DEATH
PRODUCTS
LOTS OF
PRODUCTS
SERVICES
DESIGN
Creation as a conclusion.
CUSTOMER RELATIONSHIP LIFE CYCLE
awareness

knowledge

consideration

selection

satisfaction

advocacy

loyalty

?
THE
CLOSURE
EXPERIENCE
WORKSHOP
THE WORKSHOP
transaction

awareness

knowledge

consideration

selection

ending

satisfaction

advocacy

loyalty

persona
ACTIVITY 1
Post Service Persona
Create a persona that has all the emotional baggage of
someone who has just left a service...
ACTIVITY 2
Endings
Create 2 scenarios, one about a good ending to a service
and one about a bad ending. Who / what / why d...
time-out

credit-out

event/task completion

withdrawal

inactivity/dormancy

When a customer uses a
service that is based...
ACTIVITY 3
Transaction Models
Create a fictional service that will reference the
emotional triggers created through your ch...
payment after delivery

payment before delivery

scheduled payment

synchronous

payment

payment

payment

payment

payme...
THANKS
Joe	
  Macleod	
  and	
  Judith	
  Buhmann
Closure	
  Experience	
  workshop
joe@ustwo.co.uk
@mrmacleod	
  	
  	
  ...
Closure Experience workshop. UCD2013
Closure Experience workshop. UCD2013
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Closure Experience workshop. UCD2013

The Closure Experience workshop aims to flip our approach to the customer lifecycle.

Our conventional design process starts with target users and turns them in to happy active users. We often overlook the end of a service when designing the customers lifecycle. Alternatively, by starting our design process with the aftermath of an ended service we can gain a far more potent insight to a customers perception of a service.

The workshop flips the design process, developing personas that have left services, scenarios of ending services and transaction models that encourage fair and just conclusions to services.

Through this, the workshop aims to raise awareness and example tools that highlight our lack of consideration for closure experiences in our designs.

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Closure Experience workshop. UCD2013

  1. 1. Session  A7 Joe  Macleod  and  Judith  Buhmann Closure  Experience  workshop Email joe@ustwo.co.uk @mrmacleod  # @judithbuhmann @mrmacleod        yourhashtag @ucduk  #ucd2013   www.closureexperiences.com        www.ustwo.co.uk
  2. 2. CLOSURE EXPERIENCE WORKSHOP Joe Macleod & Judith Buhmann
  3. 3. We have been dealing with the fall out of the littered physical landscape for decades
  4. 4. An invisible landscape littered with old services and digital products
  5. 5. The underlying issue is the same. Our changing relationship with closure.
  6. 6. CLOSURE The satisfactory conclusion to a product or service relationship. Each party feeling satisfied with the completed transaction, it being a fair, just conclusion without consequence.
  7. 7. OLD DEATH
  8. 8. NEW DEATH
  9. 9. PRODUCTS
  10. 10. LOTS OF PRODUCTS
  11. 11. SERVICES
  12. 12. DESIGN Creation as a conclusion.
  13. 13. CUSTOMER RELATIONSHIP LIFE CYCLE awareness knowledge consideration selection satisfaction advocacy loyalty ?
  14. 14. THE CLOSURE EXPERIENCE WORKSHOP
  15. 15. THE WORKSHOP transaction awareness knowledge consideration selection ending satisfaction advocacy loyalty persona
  16. 16. ACTIVITY 1 Post Service Persona Create a persona that has all the emotional baggage of someone who has just left a service. transaction awareness knowledge consideration selection ending satisfaction advocacy loyalty persona
  17. 17. ACTIVITY 2 Endings Create 2 scenarios, one about a good ending to a service and one about a bad ending. Who / what / why did it happen? Have fun with it. transaction awareness knowledge consideration selection ending satisfaction advocacy loyalty persona
  18. 18. time-out credit-out event/task completion withdrawal inactivity/dormancy When a customer uses a service that is based on specific time allocation, such as a gym membership or a package holiday, they are expecting access to that service for a specified amount of time. Actual usage of this service may fluctuate throughout the agreed upon time period. When purchasing credits for use with a service provider, the customer still retains some aspect of protection over those credits, the same as they would if it were still cash. They are aware of the value of the purchases they make within the service. The most successful delivery of a Task/Event Completion type service involves the service provider managing the expectations of the customer. If the customer has a drippy tap, the plumber needs to inform the customer exactly what the problem is, how long it will take to fix and the approximate cost. The Withdrawal end-type represents the counterpoint to a desired, comfortable and planned service ending. It is always unexpected and often leaves at least one party in the relationship unhappy. More digital services are being based on content created and shared by users. These services are greatly reliant on active users, so when people stop posting that picture, checking in, linking in, or other verbs we have created in the last few years, the service starts to die.
  19. 19. ACTIVITY 3 Transaction Models Create a fictional service that will reference the emotional triggers created through your chosen transaction model. Be inspired by the variety of feelings you have identified for your persona. transaction awareness knowledge consideration selection ending satisfaction advocacy loyalty persona
  20. 20. payment after delivery payment before delivery scheduled payment synchronous payment payment payment payment payment payment payment This holds the possibility of empowering the customer, as potentially they can negotiate the price on the quality of the service delivered. payment payment Limits the ability of the customer to negotiate if a service has been poor and therefore leaves little opportunity for the service provider to get feedback and improve. The customer considers the service a basic / hygiene level need and wants to give minimum attention to the transaction. Digitising services has increased the use of synchronous transaction. For example, ‘pay-as-you-go’ services are digitised and use of them are increasing in many sectors.
  21. 21. THANKS Joe  Macleod  and  Judith  Buhmann Closure  Experience  workshop joe@ustwo.co.uk @mrmacleod        @judithbuhmann www.closureexperiences.com        www.ustwo.co.uk

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