1.
@danielwalsh
Leverage Seven Proof Points
to Improve the User Experience of
Your Product or Service
May 2018
Daniel Walsh

2.
@danielwalsh Copyright © 2018 nuCognitive. All rights reserved.2
Our Shared Purpose For Today’s Session
Enable you to concisely explain what a <user experience> is
Learn how to use the seven proof points to evaluate the UX of a product or service
Understand how to use UX proof points to deliver more compelling products or services

3.
@danielwalsh
What Do We Mean By <User Experience>?
Let’s unpack and disambiguate <user experience> …
What is the difference between … Customers, Buyers,
Users, End Users?
How you would define user experience?
3
Copyright © 2018 nuCognitive. All rights reserved.

4.
@danielwalsh
Pair up with someone you do not know well
Discuss the following topic for 2 min
How do you define user experience?
4 Copyright © 2018 nuCognitive. All rights reserved.
Lipmanowicz & McCandless. The Surprising Power of Liberating Structures: Simple Rules to Unleash A Culture of Innovation. 2014.

5.
@danielwalsh5
Copyright © 2018 nuCognitive. All rights reserved.
Customer
Buyer
Purchase Usage
What Do We Mean By <User Experience>?
Let’s unpack and disambiguate UX…
User: a person who interacts with or experiences a
product or service in pursuit of a goal or outcome.
Customer: an individual, organization, or other
entity who receives products or services in
exchange for monetary or other valuable
consideration (e.g. time, use, energy, or reputation
in addition to money).
Buyer: a person who acts on behalf of a customer
to facilitate a purchase transaction.
User

6.
@danielwalsh
How Would You Define <User Experience>?
User experience is defined as the thoughts,
attitudes, emotions, and perceptions of an
individual before, during, and after use of a
product or service.*
6
Copyright © 2018 nuCognitive. All rights reserved.
*Reference: Similar to definition found in international standard on ergonomics of human system interaction, ISO 9241-210

7.
@danielwalsh
User experience Proof Points are a set of key
moments or inflection points that can either
make or break the user experience.
UX Proof Points may have been inspired by
Procter & Gamble Moments of Truth1
A moment of truth2 is the moment when a user
interacts with a brand, product, or service to form
or change an impression about that particular
brand, product or service
7
Copyright © 2018 nuCognitive. All rights reserved.
1. Reference: A.G. Lafley Chairman, President & CEO of Procter & Gamble coined two Moments of Truth in 20052
2. Moment of Truth was introduced in the 1980s by Jan Carlzon

8.
@danielwalsh8
Copyright © 2018 nuCognitive. All rights reserved.
UX Proof Points For Products
First
Awareness
First Touch
or Use
Refresh or
Recycle
Purchase
Out of the
Box
Daily Use
Installation
and Setup

9.
@danielwalsh9
Copyright © 2018 nuCognitive. All rights reserved.
First
Awareness
Purchase
Post-Service
or Follow
Up
Pre-Service
Preparation
First Touch
or
Onboarding
Last Touch
or
Departure
Service
Delivery
UX Proof Points For Services

10.
@danielwalsh10
Copyright © 2018 nuCognitive. All rights reserved.
Tailoring UX Proof Points
First
Awareness
First Touch
or Use
Refresh or
Recycle
Purchase
Out of the
Box
Daily Use
Installation
and Setup
Upgrade or
Extend
Repair
Exchange
Manage
Support
Trial
Donation
or Gifting
Search
(ZMOT)

11.
@danielwalsh
UX Assessment Exercise
As a team, decide on what
product or service to assess
• Something someone
purchased and used within the
past month
• Something the whole team can
relate to
Evaluate the product or service at
each UX Proof Points on a scale
from 0 to 10 where
• 0 = extremely dissatisfied, a
horrible experience
• 10 = extremely satisfied, an
amazing experience
• NA = does not apply
What is the team’s consensus on
the worst and best UX Proof
Point?
11
Copyright © 2018 nuCognitive. All rights reserved.
Example Services:
Rideshare, A Conference, Haircut
Example Products:
Roku box, Apple Watch, Coffee Maker

12.
@danielwalsh
UX Assessment Exercise
As a team, decide on what
product or service to assess
• Something someone
purchased and used within the
past month
• Something the whole team
can relate to
Evaluate the product or service at
each UX Proof Points on a scale
from 0 to 10 where
• 0 = extremely dissatisfied, a
horrible experience
• 5 = neutral
• 10 = extremely satisfied, an
amazing experience
• NA = does not apply
(Optional Report Out) What is the
team’s consensus on the worst
and best UX Proof Point?
12
Copyright © 2018 nuCognitive. All rights reserved.
[Write Service Name Here]
Rideshare, A Conference, Haircut
[Write Product Name Here]
Roku box, Apple Watch, Coffee Maker
7
5
2
4
9
5
6
9
7
1
2
5
9
8

13.
@danielwalsh
UX Assessment Exercise
Draw a graph of importance vs
satisfaction
Evaluate how important each
UX Proof Point is on a scale
from 0 to 10 where
• 0 = extremely insignificant
• 5 = neutral
• 10 = extremely important
Position each Proof Point on
graph
13
Copyright © 2018 nuCognitive. All rights reserved.
[Product or Service Name Here]
Importance
0 10
10
Satisfaction
First
Awarene
ss
7
First
Touch or
Use
2
Refresh
or
Recycle
1
Purchase
5
Out of
the Box
6
Daily Use
4
Installati
on and
Setup
9

14.
@danielwalsh
UX Assessment Exercise
Draw a graph of importance vs
satisfaction with scales from 1 to 10
Evaluate how important each UX
Proof Point is on a scale from 0 to
10 where
• 0 = extremely insignificant
• 5 = neutral
• 10 = extremely important
Position each Proof Point on graph
As a team, brainstorm 3 to 5 ideas
for “How might we…” improve the
UX Proof Point selected
Dot vote to determine the team’s
top ideas
14
Copyright © 2018 nuCognitive. All rights reserved.
[Product or Service Name Here]
Importance
0 10
10
Satisfaction
First
Awarene
ss
7
First
Touch or
Use
2
Refresh
or
Recycle
1
Purchase
5
Out of
the Box
6
Daily Use
4
Installati
on and
Setup
9
How might these be improved?
How might these be scaled back?
HMW
… HMW
…
HMW
…
HMW
…
HMW
… HMW
…
HMW
…
HMW
…

15.
@danielwalsh
Combine UX Proof Points With Other Methods
15 Copyright © 2018 nuCognitive. All rights reserved.
UX Proof
Point
Jobs-To-
Be-Done
Job
Job
Job
Job
Job
Job
Job
UX
Proof
Points
Design Sprint
Competitive analysis or
hypothesis validation
Importance0 10
10
Satisfaction
Purchase
1
Purchase
5
UX Proof
Point
UX Proof
Point
Story
Map
Value
Prop
Canvas
Power of
Moments
Service
Blueprint
Landing
Zone
Elevation
Insight
Pride
Connection

16.
@danielwalsh
½ Day Workshop Outline
Defining a User Experience
User Experience Proof Points
Evaluation Exercise
• In teams of five to ten people, select a product or service to
evaluate from the list provided (e.g. Nest, Keurig, Uber)
• Use each of the seven UX Proof Points to evaluate the product
against the competition
Improvement Exercise
• Select a UX Proof Point to improve
• As individuals, brainstorm three to five ideas for “How might
we…”
• Affinity group and vote on the top ideas
Exercise debrief
Optional Deep Dive Innovation Exercise (Value Proposition Design,
JTBD, Hypothesis Testing, Landing Zone, Story Map …)
Summary Q&A
Next Steps
16 Copyright © 2018 nuCognitive. All rights reserved.

17.
@danielwalsh
References
Ulwick, Anthony. Jobs to be Done: Theory to Practice. 2016.
Carlzon, Jon. Moments of Truth. 1989.
Grundy, Terry. “Understanding Moments of Truth: The Key Link to Improve Patient Satisfaction,” Press Ganey.
Hyken, Shep. “The New Moment Of Truth In Business,” Forbes, 2016.
Zero Moment of Truth (ZMOT) Handbook and think with Google ZMOT website
IBM Design Language: Six universal experiences https://www.ibm.com/design/language/experience
Heath, Chip and Dan. The Power of Moments. 2017.
Relationship Marketing and Customer Relationship Management by Annekie Brink & Adele Berndt
Lipmanowicz & McCandless. The Surprising Power of Liberating Structures: Simple Rules to Unleash A Culture of Innovation. 2014.
17
Copyright © 2018 nuCognitive. All rights reserved.

18.
@danielwalsh Copyright © 2018 nuCognitive. All rights reserved.18
Q&A
Feel free to follow up with us at
daniel.walsh@nuCognitive.com
linkedin.com/in/danwalsh1115
Our Shared Purpose For Today’s Workshop
Enable you to concisely explain what a <user experience> is
Learn how to use the seven proof points to evaluate the UX of a product or service
Understand how to use UX proof points to deliver more compelling products or services
http://bit.ly/walshslides