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Products, services, experiences.
Representative work across
industry sectors: • health care
                                  • education
                                  • consumer electronics
                                  • consumer goods
                                  • financial services
                                  • technology + software


         Joanne Mendel
         jxmendel.wordpress.com




                                                            joanne@joannemendel.com
Health care: Services | Translating customer needs into a better HMO experience
Client objective: A prominent healthcare insurance provider wanted to optimize the                            This solution revealed that for Seniors, the decision to renew membership was predicated
membership renewal experience with Seniors by developing a deep understanding of their                        on key touch points with the insurer during their care experience rather than the annual
customer experience. The resulting insights were needed to drive marketing and                                membership drive. It identified design principles for the desired experience to serve as a
communications strategies – and development of communications experiences.                                    guide for client initiatives and for the development of a communications strategy




    Senior’s HMO ecosystem of care                                                                                                                Caring Connections
                                                                                                                                                  scenario




1                                                                        2                                                                    3

A series of HMO ecosystem maps dimensionalized multiple                 A key insight was that it was more important to Seniors that the     Design principles were derived from insights into the customer
aspects of Senior’s experience, perceptions and interactions with the   HMO tangibly demonstrate that “they care” during their treatment     experience and led to strategies, tactics and examples for how to
HMO system of care. These resulted from analysis of information         experiences throughout the year rather than at the annual            strengthen retention through multiple touch points with Seniors
gleaned from member diaries and 1:1 interviews.                         membership renewal time .                                            in ways that demonstrate the insurer cares.

                                                                        4 experience scenarios depicted the most common interactions
                                                                        members have with the insurer between renewal periods. They
                                                                        identified member’s pain points across multiple touch points
                                                                        (also opportunity areas for the client to foster customer
                                                                        retention, loyalty and trust in dependable health care)


                                                                                                                                                                                                  Joanne Mendel 2010
Education service | Identifying opportunities for supporting students in educational decision making
Client objective: A U.S. educational corporation wanted to drive greater market share to                    This solution here provided a deep and rich understanding of how educational aspirations
its portfolio of “ground” & online colleges and trade schools. Doing this required a better                 are threaded throughout people’s life events and work histories. This was translated into
understanding of potential students and their educational needs, how & when to reach                        strategic recommendations for targeted communications through multiple touch points and a
them in their decision making process and the role education played in their lives.                         support system for aiding people’s educational decision making process.




 1                                                                     2                                                                       3
In this multiphase project, business consulting and quantitative       Design frameworks were created during field research to                 The analysis that followed identified:
phases informed and were shaped by this qualitative phase of work.     map people’s life events to their education and work history.           • 4 types of life paths with corresponding educational mindsets
An inquiry & analysis plan developed prior to field work anticipated                                                                           • 9 common levers that needed to fall into place before people
                                                                       This revealed patterns in the role of education in their lives, their     could act on their educational aspirations
what information to gather and how to cut the data .
                                                                       motivations & identified barriers to education across life stages.      • A model of the enrollment decision process.




                                                                                                                                               5
                                                                        4                                                                      Recommendations were made on who to target, at what points in
                                                                       School decision criteria, tradeoffs and touch points were               their life stage, how to effectively leverage key touch points for
                                                                       identified for each step of the enrollment decision process.            communication and ways to support educational decision
                                                                                                                                               making.                                                 Joanne Mendel 2010
Technology & software sector | Research synthesis + Digital product roadmap development
Client objective: An online auction house needed to bring together disparate behavioral &                   This solution provided five strategic recommendations around key dimensions of the online
attitudinal data and web analytics to understand how their product was meeting customer                     auction experience to the executive team. Rolled out in product team workshops, they
needs. The resulting insights needed to drive strategies for improvement.                                   framed next generation product ideation that was strategically aligned with company goals.




 1                                                                       2                                                                  3

Key product issues emerged from a synthesis of series of                 A holistic view of the issues was developed from the vantage       In a series of joint client work sessions, implications &
disparate client studies; qualitative & quantitative studies with site   point of different customers participating in the auction          recommendations were prioritized by mapping them to key
behavior tracking results and an information architecture analysis       transaction. Implications for product strategy were teased out.    company performance metrics and strategic initiatives.
of site experience.




                                                                          4                                                                 5

                                                                         Five guiding principles for a desirable customer site experience   Ideation work sessions were held with product teams who used
                                                                         were presented to the executive committee for funding and          the principles to generate concepts that would be further explored
                                                                         resource allocation of the initiatives.                            in the product development process.
                                                                                                                                                                                                 Joanne Mendel 2010
Consumer electronics sector | Product design language for mobile phones
Client objective: A global mobile technology company wanted to design next generation                          This solution provided three to four design principles for each segment based on
phones for its quantitatively derived U.S. segments. Their product design team needed rich                     understanding their needs and desires. Principles included colors, materials, forms and
insights into mindsets and lifestyles as well as direction and inspiration to fuel design.                     finishes that corresponded segment needs and product attributes. A system of phones was
                                                                                                               framed for achieving maximal market reach while satisfying segment needs & desires.




 1                                                                      2                                                                        3

To learn about how customer segments see themselves they                During ethnographies respondents constructed an identity                 In analysis segment needs and desires were mapped to
were asked to choose three words expressing defining                    matrix of themselves by selecting images across adjacent product         corresponding colors, materials, forms and finishes. These were
characteristics of who they are and send supporting lifestyle images.   categories that expressed “who I am, aspire to be” & explaining why.     elements of a product design language for mobile phones.


                                                                                                                                                     Roadmap for
                                                                                                                                                     implementation




                                                                         4                                                                       5

                                                                        Design principles were derived from the most prominent needs that        Similarities and differences in aesthetics and functionality were
                                                                        characterized each segment. Examples images selected by consumers        compared across the segments to frame a system of phones
                                                                        provided the product design team with input about how they interpreted   could be designed to satisfy what most segments desire while
                                                                        desires like “classic & simple” through a visual vocabulary.             helping the business to achieve market reach.         Joanne Mendel 2010
Consumer electronics sector | Design principles + Roadmap for next generation appliances
Client objective: A global consumer electronics firm needed to understand the underlying              This solution provided cultural insights and design principles to guide the global product
drivers and consumer needs for three household appliances; refrigerators, ranges, and                 design team and a roadmap to guide the formulation of company strategies for product
washing machines in it’s North American market.                                                       development, branding, and communications in the US market..


                                                                                                                                          Behavior / needs evaluation matrix




 1                                                              2                                                                     3
A trends hierarchy resulted from a review of prior client       Through ethnographies and online community                           A behavior/needs matrix aligned consumer pain points with categories
secondary and trend research and expert interviews. This        facilitation, consumer lifestyle needs & attitudes came to light     of needs (lifestyle, meal planning, cooking, food storage & clothing
provided insights and a context for observing customer needs.   that were based on the contextual usage of appliances in their       care) to reveal 3 experiential platforms for differentiating the client.
                                                                homes.

                                                                                                                                             Roadmap for implementation

                                                                                                                                               Experience
                                                                                                                                               platform




                                                                 4                                                                   5

                                                                Design principles emerged from mapping consumer appliance            For each experience platform, a roadmap for implementation was
                                                                needs to trend insights. The principles were used to generate        developed that mapped platforms to needs, principles and solutions.
                                                                solutions and guide the client’s global product design team.         Solution implications were generated for
                                                                                                                                     messaging, positioning, merchandising and POS.          Joanne Mendel 2010
Consumer electronics sector | Translating regional needs & cultural aesthetics into product design languages
Client objective: A global technology company wanted to leverage the fast growing                          This solution provided a high level perspective on global/cultural trends, insight into
demand for desktop PCs in emerging markets, but lacked the cultural perspective and                        how small & medium business owners make choices and the needs that drive what they
direction that would differentiate their product design in China, Japan and India.                         look for in a PC design. Visual cultural languages were mapped to the needs
                                                                                                           identified, resulting in design principles for a product design language in each region.



                                                                       INNER DIRECTED                                OUTER DIRECTED



                                                                    I WORK SMARTER          I AM CAPABLE             I AM SUCCESSFUL




 1                                                                 2                                                                        3
Cultural trends & business forces affecting design were revealed   Global digital ethnos revealed that regional consumer archetypes         Consumers associate technology characteristics they need &
through expert interviews and indicated how the business           had aspirations ranging from inner to outer directed that                desire with the way they are expressed in various form factors of a
opportunity landscape is changing for India, China and Japan.      impacted their choice of workstation…                                    workstation, resulting in regional design languages.


                                                                                                                                                Roadmap for implementation




                                                                    4                                                                       5

                                                                   A visual language audit of architecture & consumer electronics further   A roadmap of design principles for expressing product
                                                                   defined similarities and differences in regional design languages. By    attributes within and across regions identifies regional design
                                                                   associating the visual languages with consumer needs                     principles for near, mid and long term implementation.
                                                                   identified, design principles for a product design language                                                                       Joanne Mendel 2010

                                                                   emerged.
Consumer goods: Products | A semiotic analysis for driving product concepts, packaging & positioning
Client objective: A national beverage brand wanted to stretch the appeal of its flavored                     This solution revealed and validated cultural perceptions about the category that were
milk products from ages 3-5 to target the next age bracket upwards. Semiotics and                            previously unknown to the client. This gave the client new ways to think about target
qualitative research were combined to understand the meanings associated with cultural                       customers and their preferences. This drove brand packaging, positioning & new product
indicators of flavored milk habits and rituals in the general U.S. market.                                   concept ideation.

                                                                            Coded media database




 1                                                                     2                                                                     3
A semiotic assessment of the flavored milk category was conducted      A collection of media available in the public domain (ads, popular    Cultural perceptions of flavored milk emerged to dimentionalize
in parallel with expert interviews in the category. This resulted in   culture, retail environments and material artifacts) were assembled   the category; how product characteristics are perceived, how this
hypothesis that were explored & validated in qualitative research.     and coded into a visual database for semiotic analysis.               varies with age & gender, appropriate occasions and dining rituals.



                                                                                                                                                 Product concept framework




                                                                        4                                                                    5

                                                                       Seeing how drink consumption behaviors have been changing             New product concepts were generated by juxtaposing product
                                                                       over time led to projections of emergent trends in the culture.       characteristics with their cultural associations. This enabled the client
                                                                                                                                             to design product variations that with direct appeal for their target
                                                                                                                                             audience. Positioning and messaging followed.             Joanne Mendel 2010
Consumer goods product experience | Identifying opportunities for a new retail store experience
Client objective: A historic retail brand wanted wanted to target a new, forward thinking                 This solution revealed meaningful shopping motivations and expectations for the targeted
customer segment. They needed to inform the design of a system of 40 pilot stores to be                   segment. Key components of unique and compelling store shopping experiences were
rolled out across the US. and compare their shopping experience with that of competitors.                 identified. The client’s store experience was evaluated against competitors to inform store
                                                                                                          design, merchandising and in-store marketing for new stores.




 1                                                                 2                                                                      3
In-store ethnos gathered insights into dimensions of the desired   Modeling the customer mindset revealed a constant dialogue            Mapping customer’s mindset to the shopping purchase path
shopping experience; Overall store impressions, Navigation of      between how they see themselves in relation to the world of fashion   revealed what considerations were most important in triggering them
merchandise, Communication of product selection, Merchandising     around them; resulting in a cycle of discovery and self expression.   to shop, in the store experience and in wearing the product.
and displays and Customer service.




                                                                    4                                                                    5

                                                                   A store evaluation matrix provided a framework for systematically     Opportunities for improvement were pin pointed to the store’s
                                                                   evaluating the store experience against customer needs and            floor plan. A competitive store analysis revealed how others solved
                                                                   desires. It revealed areas the client was doing well and where        for similar problems. Concrete recommendations resulted for what
                                                                   there was opportunity for improvement.                                to continue, stop and start doing.                  Joanne Mendel 2010
Consumer goods: Product | Opportunity identification: Identifying customer value across touch points of the fast food experience
Client objective: The market for fast food is extremely competitive which has resulted          This solution resulted in a value formula for each customer touch point of their experience.
in highly refined, predictable customer experiences. An international fast food franchise       It identified tangible means of fulfilling customer values in ways that signified to them that they
sought to understand what things they could do to demonstrate the value customers               were getting the things they sought throughout the experience.
were seeking at each touch point of their fast food experience in order to differentiate
their offering.




1                                                                 2                                                                    3

A value framework identifies the things customers value           The customer values were translated through signifiers.              Customer values also tapped into higher level benefits that
about their fast food experience.                                 Signifiers communicate and reinforce the things customers are        have the potential to create a more meaningful customer
                                                                  seeking in their fast food experience. These can be                  experience and therefore, a longer lasting customer
Because customers value different things at each touch point of
                                                                  demonstrated in tangible ways in the experience design.              relationship with the brand.
an experience their values depend on whether they’re choosing
what to eat, purchasing it or consuming it.
                                                                  For example: What connotes fast food ambiance for customers          Value formulas were established for each customer touch
                                                                  is signified through a décor that reflects a modern designer         point to enable the client to focus resources and budget for the
                                                                  kitchen with homey plants, and the inviting atmosphere of a          best customer satisfaction and ROI.
                                                                  café.




                                                                                                                                                                                          Joanne Mendel 2010
Consumer goods: Brand | Tapping into Hispanic values to develop brand positioning & messaging for cars
Client objective: Hispanics have distinct cultural values in relation to cars; those values                  This solution identifies what Hispanic values are most resonant and links them to car
can intersect with the attributes of a car to fulfill their needs. The client sought ways of                 features Hispanics consumers associate with them. A strategy was developed for
making the connection in the minds of Hispanics between their values and the car features                    repositioning the brand to more effectively reach the Hispanic audience. A messaging and
that signify them. This would guide development of their brand messaging & positioning.                      positioning architecture resulted to guide development of the brand expressions.




1                                                                       2                                                                        3

Hispanic cultural values were identified in order to explore how    Identifying car features that signify what Hispanic’s value in a            The client’s car brand positioning and messaging strategy were
they might possibly correspond with attributes Hispanics look       car, helps ensure a car will meet their needs.                              realigned to coincide with Hispanic values and to communicate
for in their cars.                                                                                                                              car features that embodied those values.
                                                                    Example:
Example:                                                            •       Today’s Hispanics associate being smart and adaptable with a
• Smart/Adaptable: Adapting to change is a constant that needs to           modern look in a car in ways that depart from the standard
  be embraced to stay smart if they are to “make it”.                       vocabulary of economy cars.
                                                                    •       Practicality, also an expression of being smart and adaptable, is
                                                                            expressed through compact size and being economical to run.


                                                                                                                                                                                                 Joanne Mendel 2010
Consumer goods: Packaging | A semiotic analysis of packaging for chocolate
Client objective: A semiotic analysis of the color yellow in packaging chocolate helped an             This solution provided an evaluation of the client’s packaging and established the
national brand to stretch the appeal of its flavored milk products from ages 3-5 to target             rationale for making adjustments that would communicate more clearly to the target
the next age bracket upwards.                                                                          market.




 1                                                              2                                                                         3

Secondary research into the color yellow revealed conflicting   Three color dimensions impacting people’s perceptions and                 An analysis of color in chocolate packaging compared mainstream
cultural meanings & associations as well as its physiological   interpretations of color were explored in a study of yellow in relation   against specialty brands. It revealed stark differences in the
effects.                                                        to chocolate; color vocabulary, color intensity and color footprint.      dimensions of the color vocabularies and cultural interpretations.




                                                                 4                                                                        5

                                                                Color footprint is the amount of package real estate that a color         A color evaluation framework was derived from each of the color
                                                                occupies. The more it occupies, the more pronounced it appears.           dimensions explored during analysis. It was used to evaluate the
                                                                These examples show a range of color footprints in chocolate              client’s packaging and adjust color cues to address the targeted
                                                                packaging.                                                                market.                                                  Joanne Mendel 2010
Financial services | Opportunity shaping + Concept development for online financial planning tools
Client objective: A financial services client wanted to build an online suite of tools to                 This solution built a solid rationale for a set of online financial management tools as a
support investors in managing & investing their money and doing financial planning.                       result of having deeply explored consumer attitudes and behaviors towards financial
This necessitated seeing how current client offerings fit into the constellation of tools that            planning. The solution leveraged best practices in the competitive space to create new
customers were already using and identifying unmet needs and pain points.                                 tools that would differentiate the client from the pack.




 1                                                                  2                                                                        3
Segment profiles and attitudinal continuums were developed          Relational models identified what competitive resources were             Key themes resulted from pain points and delights people
as a result of 1:1 interviews. These provided insights to segment   being used for different tasks and revealed patterns of how tools        associated with the tools they were currently using to manage, plan
attitudes and practices around their financial goals & planning.    changed over life stages to remain in-step with changing goals.          and invest.


                                                                                                                                                           Ideation + concept sketches




                                                                     4                                                                       5

                                                                    Design principles for the desired customer experience emerged            An ideation work session with the client resulted in concepts for
                                                                    from triangulating segment attitudes with current needs, pain points     online tools that could differentiate the client’s offering. A best
                                                                    and their idealized tools. Principles were used in concept generation.   practices audit informed high level concept sketches.
                                                                                                                                                                                                   Joanne Mendel 2010
Financial planning product | User testing a digital stock research & investing application
Client objective: A financial services client developed a premium online application for                   This solution explored investor routines and decision making to help develop message
stock research to be launched under a new brand. To build equity among a broad target                      points that would resonate at launch. Gaps between the product and customer needs were
audience, brand positioning and messaging development needed to be informed by                             identified for their relevance of its overall capabilities and UI intuitiveness. A plan was
customer’s perceived “fit” between the product and their current investing routines.                       outlined for training and support during the trial period and beyond.




 1                                                                  2                                                                       3
Consensus on project objectives for marketing, product              10 individual interviews were conducted with stock investors to         Investor profiles revealed themes across investor’s attitudes and
interface, community and training & support resulted from an        understand their investing routines, resources & decision making, to    behaviors and summarized their investing strategies, resources
initial client work session. These informed the project approach.   expose them to the application and to explore how it fit their needs.   and information used for decision making.




                                                                     4                                                                      5

                                                                    A gap analysis between the application’s capabilities and               Word clouds were developed from aggregating investor responses to
                                                                    customer’s stock research needs resulted in identifying the             the applications top attributes, how they would characterize its
                                                                    applications strengths and weaknesses in usefulness & UI.               tools, UI and data quality to inform development of brand and
                                                                                                                                            positioning for launch.                                 Joanne Mendel 2010
Technology & software product | Online collaboration space for managing environmental clean up projects
Client objective: An oil & gas company wanted to increase the efficiency of project                       This solution identified an opportunity for a stand-alone collaborative workspace that would
managers who coordinated with subcontractors to clean up environmental spills. Different                  be accessible to all collaborators on a project. Understanding the cleanup
technology systems, processes & documents were used by all of the parties involved.                       process, information flows and collaboration touch points resulted in a high level site design.


                                                                                                                    Project manager Arizona




    1                                                                 2                                                                       3

Work sessions with project managers were used to model the            Profiles resulted from in-depth individual interviews with project      A high level site conceptual model for managing
end to end environmental clean up process, coordination points with   managers. These provided a job snapshot and identified the              contacts, activities & documents was derived from needs identified in
subcontractors and identified key documents they exchanged.           scheduling applications & tools currently used. Activity models         project manager profiles and work processes.
                                                                      described the main cycles occurring within their work process.
.


                                                                                         Example > Needs          > Features




    4                                                                  5                                                                      6

Scenarios were developed into concept prototypes that were field      Field insights were analyzed in generative needs mapping; by            User paths through the scenario prototypes in field informed the site’s
tested with users. The design was iterated based on more in-depth     mapping examples of user feedback in field to corresponding             information architecture and detailed task flows that followed.
understanding of their actual practices & workarounds on the job.     needs, feature ideas were then generated to address each need.
                                                                                                                                                                                                      Joanne Mendel 2010
Technology & software: Service | Multichannel service concept evaluation + Implementation roadmap
Client objective: A national card and gift company wanted to explore 3 concepts for                  This solution concluded in a gap analysis between their current digital product offering and
evolving online strategy without cannibalizing its bricks and mortar locations. Pros and             the recommended concept. This resulted in a detailed, 3 phase product roadmap for
cons of each concept were evaluated and the strongest concept emerged.                               achieving the desired future state.




1                                                                2                                                                        3
An Attribute Assessment Matrix provided an evaluation of the     The strongest concept was identified; creating an online                 Implications for building out the supporting information & system
three concepts against 12 business metrics revealing the         environment that helps customers strengthen their relationships by       architecture were explored through high level information
benefits and risks of each concept. Criteria for success were    providing them with unique gift solutions comprised of                   architecture development .
identified.                                                      products, services and ideas.




                                                                 4                                                                    5

                                                                User scenarios illustrated the tools, information and customer        A gap analysis between the envisioned concept and existing site
                                                                experience at the page level of the product.                          resulted in a 22 month, 3 phase product roadmap. This detailed the
                                                                                                                                      path forward for planning, creating, and implementing migration to the
                                                                                                                                      future site.                                            Joanne Mendel 2010
Technology & software: Service | Digital product extension: Across customer touch points of the apt. finding & moving experience
Client objective: A bay area online apartment finding service wanted to explore and                          This solution provided an extension to the existing product of finding an apartment to also
evaluate new features to evolve their offering to the next level. This needed to meet                        include the moving in phase. It provided revenue generating service and product concepts
consumer needs as well as to provide additional revenue sources & potential partnerships.                    that were grounded in identified customer needs.




 1                                                                       2                                                                    3
Potential features were scored in an evaluation matrix against           Key features were modeled into a holistic overview of the            Scenarios were developed to further explore and develop the page
criteria ranging from customer needs to business drivers, how well it    customer experience from apartment finding to moving in.             level experience, informing the design of customer pathways
incorporates site content, its ability to drive transactions and which   Contextually relevant tools provided customer support in the form    through the service.
consumer profiles would be likely to use it.
                                                                         of information & service concepts. Identified new revenue streams.




                                                                          4                                                                   5

                                                                         Feature solutions included partnerships with moving companies to     Conceptual prototypes were built for testing with consumers prior to
                                                                         provide special deals, legal tool kits, changing over utilities &    launch of the site. The site garnered a bronze metal at the Webby
                                                                         address, word of mouth about neighborhoods and near by
                                                                                                                                              awards.
                                                                         groceries, schools and hospitals, etc.                                                                                     Joanne Mendel 2010
Visual modeling taxonomy | Models facilitate insight generation during analysis & synthesis + accelerate opportunity framing
Modeling overview: A taxonomy of visual models emerged from solving complex                            They enabled project teams and clients to understand the problem space in non-obvious
problems at the intersection of business and consumers over several years of client work.              ways by synthesizing disparate sets of data to reveal hidden patterns. Models help
Their value went beyond a functional level of simply representing information. These                   accelerate opportunity framing, inform decision making and create consensus among
models operated as a powerful tool for insight generation during analysis, synthesis.                  multiple constituents. Below are some excerpts from the model taxonomy.




1                                                              2                                                                     3
                                                               Market ecosystem model: Overview of digital content creation         Customer journey model: maps customer mindsets and key activities
                                                               through customer delivery. Shows market players, their               of their experience with a product, service or environment to reveal
                                                               interdependencies, competition, information & dollar flows.          what things are working and opportunities for improvement.




                                                               4                                                                     5
                                                               Habits and practices model: Maps customer motivations and action     Quantitative ecosystem model: Explains Consumer PC usage over
                                                               triggers to a constellation of interrelated behaviors that impact    time in terms of revenues generated for services, hardware and mobile.
                                                               outcomes (benefits, aspirations or meanings achieved)
                                                                                                                                                                                            Joanne Mendel 2010

                                                               .
UX deliverables for digital product & service design | Information architecture example deliverables




 1                                                                       2                                                                   3
                                                                                                                                                   Wireframes. Page level specifications depicting navigational
Feature prioritization lists. Used by UX teams and engineers to          Site maps. A blueprint for a site that specifies site
                                                                                                                                                   hierarchy, content, linkages. Wireframes also identify what
prioritize features for the build cycle. Prioritizes features based on   sections, pages, linkages between pages, template types and
                                                                                                                                                   types of data are called from within the system. They describe
user needs, business requirements and technical effort to build.         the main navigational pathways.
                                                                                                                                                   content in drop down & other menus.




 4                                                                        5                                                                  6

     Scenarios. A high level outline of the user’s experience            Task flows. Detail level flow diagrams of the user path through     Prototypes. Used for concept testing, UI testing. Wireframes
     through information on a site or digital device that takes place    information. These may include system responses, identify data      are also used in testing early iterations of functionality.
     in a context of use.                                                called and multiple navigational options at each step of the way.

                                                                                                                                                                                                           Joanne Mendel 2010
User research | Example documents for conducting, analyzing and reporting research




1                                                                   2                                                                       3
                                                                                                                                                 Analysis framework. Organizes user feedback
    Screener. Recruiting questions are developed for evaluating         Discussion guide. Includes questions and activities for
                                                                                                                                                 according to respondents and the topics covered in the
    potential participants for the research as a way of ensuring        conducting the research that are tied to the research objectives.
                                                                                                                                                 interview for analysis and insight generation.
    that a representative set of the target audience is included.       Includes how information is to captured for analysis, time frames
                                                                        for each section and notes to moderators.




4                                                                   5                                                                       6

    Wireframes. Provide page level specifications depicting             Customer profiles. Profiles describe individual users or types      Reporting insights. Research reports aggregate insights about
    navigational hierarchy, content, linkages. They also                of users according to key dimensions that are relevant to the       the customer experience, attitudes and behaviors to identify what
    identify what types of data are called from within                  research at hand. They are instrumental in analysis for cutting     worked well and identify areas for improvement. This forms the
    the system. They describe content in drop down & other              data to compare and contrast results by segment or audience.        basis for recommendations to designers, marketing, clients, etc.
    menus.                                                                                                                                                                                         Joanne Mendel 2010

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Case studies

  • 1. Products, services, experiences. Representative work across industry sectors: • health care • education • consumer electronics • consumer goods • financial services • technology + software Joanne Mendel jxmendel.wordpress.com joanne@joannemendel.com
  • 2. Health care: Services | Translating customer needs into a better HMO experience Client objective: A prominent healthcare insurance provider wanted to optimize the This solution revealed that for Seniors, the decision to renew membership was predicated membership renewal experience with Seniors by developing a deep understanding of their on key touch points with the insurer during their care experience rather than the annual customer experience. The resulting insights were needed to drive marketing and membership drive. It identified design principles for the desired experience to serve as a communications strategies – and development of communications experiences. guide for client initiatives and for the development of a communications strategy Senior’s HMO ecosystem of care Caring Connections scenario 1 2 3 A series of HMO ecosystem maps dimensionalized multiple A key insight was that it was more important to Seniors that the Design principles were derived from insights into the customer aspects of Senior’s experience, perceptions and interactions with the HMO tangibly demonstrate that “they care” during their treatment experience and led to strategies, tactics and examples for how to HMO system of care. These resulted from analysis of information experiences throughout the year rather than at the annual strengthen retention through multiple touch points with Seniors gleaned from member diaries and 1:1 interviews. membership renewal time . in ways that demonstrate the insurer cares. 4 experience scenarios depicted the most common interactions members have with the insurer between renewal periods. They identified member’s pain points across multiple touch points (also opportunity areas for the client to foster customer retention, loyalty and trust in dependable health care) Joanne Mendel 2010
  • 3. Education service | Identifying opportunities for supporting students in educational decision making Client objective: A U.S. educational corporation wanted to drive greater market share to This solution here provided a deep and rich understanding of how educational aspirations its portfolio of “ground” & online colleges and trade schools. Doing this required a better are threaded throughout people’s life events and work histories. This was translated into understanding of potential students and their educational needs, how & when to reach strategic recommendations for targeted communications through multiple touch points and a them in their decision making process and the role education played in their lives. support system for aiding people’s educational decision making process. 1 2 3 In this multiphase project, business consulting and quantitative Design frameworks were created during field research to The analysis that followed identified: phases informed and were shaped by this qualitative phase of work. map people’s life events to their education and work history. • 4 types of life paths with corresponding educational mindsets An inquiry & analysis plan developed prior to field work anticipated • 9 common levers that needed to fall into place before people This revealed patterns in the role of education in their lives, their could act on their educational aspirations what information to gather and how to cut the data . motivations & identified barriers to education across life stages. • A model of the enrollment decision process. 5 4 Recommendations were made on who to target, at what points in School decision criteria, tradeoffs and touch points were their life stage, how to effectively leverage key touch points for identified for each step of the enrollment decision process. communication and ways to support educational decision making. Joanne Mendel 2010
  • 4. Technology & software sector | Research synthesis + Digital product roadmap development Client objective: An online auction house needed to bring together disparate behavioral & This solution provided five strategic recommendations around key dimensions of the online attitudinal data and web analytics to understand how their product was meeting customer auction experience to the executive team. Rolled out in product team workshops, they needs. The resulting insights needed to drive strategies for improvement. framed next generation product ideation that was strategically aligned with company goals. 1 2 3 Key product issues emerged from a synthesis of series of A holistic view of the issues was developed from the vantage In a series of joint client work sessions, implications & disparate client studies; qualitative & quantitative studies with site point of different customers participating in the auction recommendations were prioritized by mapping them to key behavior tracking results and an information architecture analysis transaction. Implications for product strategy were teased out. company performance metrics and strategic initiatives. of site experience. 4 5 Five guiding principles for a desirable customer site experience Ideation work sessions were held with product teams who used were presented to the executive committee for funding and the principles to generate concepts that would be further explored resource allocation of the initiatives. in the product development process. Joanne Mendel 2010
  • 5. Consumer electronics sector | Product design language for mobile phones Client objective: A global mobile technology company wanted to design next generation This solution provided three to four design principles for each segment based on phones for its quantitatively derived U.S. segments. Their product design team needed rich understanding their needs and desires. Principles included colors, materials, forms and insights into mindsets and lifestyles as well as direction and inspiration to fuel design. finishes that corresponded segment needs and product attributes. A system of phones was framed for achieving maximal market reach while satisfying segment needs & desires. 1 2 3 To learn about how customer segments see themselves they During ethnographies respondents constructed an identity In analysis segment needs and desires were mapped to were asked to choose three words expressing defining matrix of themselves by selecting images across adjacent product corresponding colors, materials, forms and finishes. These were characteristics of who they are and send supporting lifestyle images. categories that expressed “who I am, aspire to be” & explaining why. elements of a product design language for mobile phones. Roadmap for implementation 4 5 Design principles were derived from the most prominent needs that Similarities and differences in aesthetics and functionality were characterized each segment. Examples images selected by consumers compared across the segments to frame a system of phones provided the product design team with input about how they interpreted could be designed to satisfy what most segments desire while desires like “classic & simple” through a visual vocabulary. helping the business to achieve market reach. Joanne Mendel 2010
  • 6. Consumer electronics sector | Design principles + Roadmap for next generation appliances Client objective: A global consumer electronics firm needed to understand the underlying This solution provided cultural insights and design principles to guide the global product drivers and consumer needs for three household appliances; refrigerators, ranges, and design team and a roadmap to guide the formulation of company strategies for product washing machines in it’s North American market. development, branding, and communications in the US market.. Behavior / needs evaluation matrix 1 2 3 A trends hierarchy resulted from a review of prior client Through ethnographies and online community A behavior/needs matrix aligned consumer pain points with categories secondary and trend research and expert interviews. This facilitation, consumer lifestyle needs & attitudes came to light of needs (lifestyle, meal planning, cooking, food storage & clothing provided insights and a context for observing customer needs. that were based on the contextual usage of appliances in their care) to reveal 3 experiential platforms for differentiating the client. homes. Roadmap for implementation Experience platform 4 5 Design principles emerged from mapping consumer appliance For each experience platform, a roadmap for implementation was needs to trend insights. The principles were used to generate developed that mapped platforms to needs, principles and solutions. solutions and guide the client’s global product design team. Solution implications were generated for messaging, positioning, merchandising and POS. Joanne Mendel 2010
  • 7. Consumer electronics sector | Translating regional needs & cultural aesthetics into product design languages Client objective: A global technology company wanted to leverage the fast growing This solution provided a high level perspective on global/cultural trends, insight into demand for desktop PCs in emerging markets, but lacked the cultural perspective and how small & medium business owners make choices and the needs that drive what they direction that would differentiate their product design in China, Japan and India. look for in a PC design. Visual cultural languages were mapped to the needs identified, resulting in design principles for a product design language in each region. INNER DIRECTED OUTER DIRECTED I WORK SMARTER I AM CAPABLE I AM SUCCESSFUL 1 2 3 Cultural trends & business forces affecting design were revealed Global digital ethnos revealed that regional consumer archetypes Consumers associate technology characteristics they need & through expert interviews and indicated how the business had aspirations ranging from inner to outer directed that desire with the way they are expressed in various form factors of a opportunity landscape is changing for India, China and Japan. impacted their choice of workstation… workstation, resulting in regional design languages. Roadmap for implementation 4 5 A visual language audit of architecture & consumer electronics further A roadmap of design principles for expressing product defined similarities and differences in regional design languages. By attributes within and across regions identifies regional design associating the visual languages with consumer needs principles for near, mid and long term implementation. identified, design principles for a product design language Joanne Mendel 2010 emerged.
  • 8. Consumer goods: Products | A semiotic analysis for driving product concepts, packaging & positioning Client objective: A national beverage brand wanted to stretch the appeal of its flavored This solution revealed and validated cultural perceptions about the category that were milk products from ages 3-5 to target the next age bracket upwards. Semiotics and previously unknown to the client. This gave the client new ways to think about target qualitative research were combined to understand the meanings associated with cultural customers and their preferences. This drove brand packaging, positioning & new product indicators of flavored milk habits and rituals in the general U.S. market. concept ideation. Coded media database 1 2 3 A semiotic assessment of the flavored milk category was conducted A collection of media available in the public domain (ads, popular Cultural perceptions of flavored milk emerged to dimentionalize in parallel with expert interviews in the category. This resulted in culture, retail environments and material artifacts) were assembled the category; how product characteristics are perceived, how this hypothesis that were explored & validated in qualitative research. and coded into a visual database for semiotic analysis. varies with age & gender, appropriate occasions and dining rituals. Product concept framework 4 5 Seeing how drink consumption behaviors have been changing New product concepts were generated by juxtaposing product over time led to projections of emergent trends in the culture. characteristics with their cultural associations. This enabled the client to design product variations that with direct appeal for their target audience. Positioning and messaging followed. Joanne Mendel 2010
  • 9. Consumer goods product experience | Identifying opportunities for a new retail store experience Client objective: A historic retail brand wanted wanted to target a new, forward thinking This solution revealed meaningful shopping motivations and expectations for the targeted customer segment. They needed to inform the design of a system of 40 pilot stores to be segment. Key components of unique and compelling store shopping experiences were rolled out across the US. and compare their shopping experience with that of competitors. identified. The client’s store experience was evaluated against competitors to inform store design, merchandising and in-store marketing for new stores. 1 2 3 In-store ethnos gathered insights into dimensions of the desired Modeling the customer mindset revealed a constant dialogue Mapping customer’s mindset to the shopping purchase path shopping experience; Overall store impressions, Navigation of between how they see themselves in relation to the world of fashion revealed what considerations were most important in triggering them merchandise, Communication of product selection, Merchandising around them; resulting in a cycle of discovery and self expression. to shop, in the store experience and in wearing the product. and displays and Customer service. 4 5 A store evaluation matrix provided a framework for systematically Opportunities for improvement were pin pointed to the store’s evaluating the store experience against customer needs and floor plan. A competitive store analysis revealed how others solved desires. It revealed areas the client was doing well and where for similar problems. Concrete recommendations resulted for what there was opportunity for improvement. to continue, stop and start doing. Joanne Mendel 2010
  • 10. Consumer goods: Product | Opportunity identification: Identifying customer value across touch points of the fast food experience Client objective: The market for fast food is extremely competitive which has resulted This solution resulted in a value formula for each customer touch point of their experience. in highly refined, predictable customer experiences. An international fast food franchise It identified tangible means of fulfilling customer values in ways that signified to them that they sought to understand what things they could do to demonstrate the value customers were getting the things they sought throughout the experience. were seeking at each touch point of their fast food experience in order to differentiate their offering. 1 2 3 A value framework identifies the things customers value The customer values were translated through signifiers. Customer values also tapped into higher level benefits that about their fast food experience. Signifiers communicate and reinforce the things customers are have the potential to create a more meaningful customer seeking in their fast food experience. These can be experience and therefore, a longer lasting customer Because customers value different things at each touch point of demonstrated in tangible ways in the experience design. relationship with the brand. an experience their values depend on whether they’re choosing what to eat, purchasing it or consuming it. For example: What connotes fast food ambiance for customers Value formulas were established for each customer touch is signified through a décor that reflects a modern designer point to enable the client to focus resources and budget for the kitchen with homey plants, and the inviting atmosphere of a best customer satisfaction and ROI. café. Joanne Mendel 2010
  • 11. Consumer goods: Brand | Tapping into Hispanic values to develop brand positioning & messaging for cars Client objective: Hispanics have distinct cultural values in relation to cars; those values This solution identifies what Hispanic values are most resonant and links them to car can intersect with the attributes of a car to fulfill their needs. The client sought ways of features Hispanics consumers associate with them. A strategy was developed for making the connection in the minds of Hispanics between their values and the car features repositioning the brand to more effectively reach the Hispanic audience. A messaging and that signify them. This would guide development of their brand messaging & positioning. positioning architecture resulted to guide development of the brand expressions. 1 2 3 Hispanic cultural values were identified in order to explore how Identifying car features that signify what Hispanic’s value in a The client’s car brand positioning and messaging strategy were they might possibly correspond with attributes Hispanics look car, helps ensure a car will meet their needs. realigned to coincide with Hispanic values and to communicate for in their cars. car features that embodied those values. Example: Example: • Today’s Hispanics associate being smart and adaptable with a • Smart/Adaptable: Adapting to change is a constant that needs to modern look in a car in ways that depart from the standard be embraced to stay smart if they are to “make it”. vocabulary of economy cars. • Practicality, also an expression of being smart and adaptable, is expressed through compact size and being economical to run. Joanne Mendel 2010
  • 12. Consumer goods: Packaging | A semiotic analysis of packaging for chocolate Client objective: A semiotic analysis of the color yellow in packaging chocolate helped an This solution provided an evaluation of the client’s packaging and established the national brand to stretch the appeal of its flavored milk products from ages 3-5 to target rationale for making adjustments that would communicate more clearly to the target the next age bracket upwards. market. 1 2 3 Secondary research into the color yellow revealed conflicting Three color dimensions impacting people’s perceptions and An analysis of color in chocolate packaging compared mainstream cultural meanings & associations as well as its physiological interpretations of color were explored in a study of yellow in relation against specialty brands. It revealed stark differences in the effects. to chocolate; color vocabulary, color intensity and color footprint. dimensions of the color vocabularies and cultural interpretations. 4 5 Color footprint is the amount of package real estate that a color A color evaluation framework was derived from each of the color occupies. The more it occupies, the more pronounced it appears. dimensions explored during analysis. It was used to evaluate the These examples show a range of color footprints in chocolate client’s packaging and adjust color cues to address the targeted packaging. market. Joanne Mendel 2010
  • 13. Financial services | Opportunity shaping + Concept development for online financial planning tools Client objective: A financial services client wanted to build an online suite of tools to This solution built a solid rationale for a set of online financial management tools as a support investors in managing & investing their money and doing financial planning. result of having deeply explored consumer attitudes and behaviors towards financial This necessitated seeing how current client offerings fit into the constellation of tools that planning. The solution leveraged best practices in the competitive space to create new customers were already using and identifying unmet needs and pain points. tools that would differentiate the client from the pack. 1 2 3 Segment profiles and attitudinal continuums were developed Relational models identified what competitive resources were Key themes resulted from pain points and delights people as a result of 1:1 interviews. These provided insights to segment being used for different tasks and revealed patterns of how tools associated with the tools they were currently using to manage, plan attitudes and practices around their financial goals & planning. changed over life stages to remain in-step with changing goals. and invest. Ideation + concept sketches 4 5 Design principles for the desired customer experience emerged An ideation work session with the client resulted in concepts for from triangulating segment attitudes with current needs, pain points online tools that could differentiate the client’s offering. A best and their idealized tools. Principles were used in concept generation. practices audit informed high level concept sketches. Joanne Mendel 2010
  • 14. Financial planning product | User testing a digital stock research & investing application Client objective: A financial services client developed a premium online application for This solution explored investor routines and decision making to help develop message stock research to be launched under a new brand. To build equity among a broad target points that would resonate at launch. Gaps between the product and customer needs were audience, brand positioning and messaging development needed to be informed by identified for their relevance of its overall capabilities and UI intuitiveness. A plan was customer’s perceived “fit” between the product and their current investing routines. outlined for training and support during the trial period and beyond. 1 2 3 Consensus on project objectives for marketing, product 10 individual interviews were conducted with stock investors to Investor profiles revealed themes across investor’s attitudes and interface, community and training & support resulted from an understand their investing routines, resources & decision making, to behaviors and summarized their investing strategies, resources initial client work session. These informed the project approach. expose them to the application and to explore how it fit their needs. and information used for decision making. 4 5 A gap analysis between the application’s capabilities and Word clouds were developed from aggregating investor responses to customer’s stock research needs resulted in identifying the the applications top attributes, how they would characterize its applications strengths and weaknesses in usefulness & UI. tools, UI and data quality to inform development of brand and positioning for launch. Joanne Mendel 2010
  • 15. Technology & software product | Online collaboration space for managing environmental clean up projects Client objective: An oil & gas company wanted to increase the efficiency of project This solution identified an opportunity for a stand-alone collaborative workspace that would managers who coordinated with subcontractors to clean up environmental spills. Different be accessible to all collaborators on a project. Understanding the cleanup technology systems, processes & documents were used by all of the parties involved. process, information flows and collaboration touch points resulted in a high level site design. Project manager Arizona 1 2 3 Work sessions with project managers were used to model the Profiles resulted from in-depth individual interviews with project A high level site conceptual model for managing end to end environmental clean up process, coordination points with managers. These provided a job snapshot and identified the contacts, activities & documents was derived from needs identified in subcontractors and identified key documents they exchanged. scheduling applications & tools currently used. Activity models project manager profiles and work processes. described the main cycles occurring within their work process. . Example > Needs > Features 4 5 6 Scenarios were developed into concept prototypes that were field Field insights were analyzed in generative needs mapping; by User paths through the scenario prototypes in field informed the site’s tested with users. The design was iterated based on more in-depth mapping examples of user feedback in field to corresponding information architecture and detailed task flows that followed. understanding of their actual practices & workarounds on the job. needs, feature ideas were then generated to address each need. Joanne Mendel 2010
  • 16. Technology & software: Service | Multichannel service concept evaluation + Implementation roadmap Client objective: A national card and gift company wanted to explore 3 concepts for This solution concluded in a gap analysis between their current digital product offering and evolving online strategy without cannibalizing its bricks and mortar locations. Pros and the recommended concept. This resulted in a detailed, 3 phase product roadmap for cons of each concept were evaluated and the strongest concept emerged. achieving the desired future state. 1 2 3 An Attribute Assessment Matrix provided an evaluation of the The strongest concept was identified; creating an online Implications for building out the supporting information & system three concepts against 12 business metrics revealing the environment that helps customers strengthen their relationships by architecture were explored through high level information benefits and risks of each concept. Criteria for success were providing them with unique gift solutions comprised of architecture development . identified. products, services and ideas. 4 5 User scenarios illustrated the tools, information and customer A gap analysis between the envisioned concept and existing site experience at the page level of the product. resulted in a 22 month, 3 phase product roadmap. This detailed the path forward for planning, creating, and implementing migration to the future site. Joanne Mendel 2010
  • 17. Technology & software: Service | Digital product extension: Across customer touch points of the apt. finding & moving experience Client objective: A bay area online apartment finding service wanted to explore and This solution provided an extension to the existing product of finding an apartment to also evaluate new features to evolve their offering to the next level. This needed to meet include the moving in phase. It provided revenue generating service and product concepts consumer needs as well as to provide additional revenue sources & potential partnerships. that were grounded in identified customer needs. 1 2 3 Potential features were scored in an evaluation matrix against Key features were modeled into a holistic overview of the Scenarios were developed to further explore and develop the page criteria ranging from customer needs to business drivers, how well it customer experience from apartment finding to moving in. level experience, informing the design of customer pathways incorporates site content, its ability to drive transactions and which Contextually relevant tools provided customer support in the form through the service. consumer profiles would be likely to use it. of information & service concepts. Identified new revenue streams. 4 5 Feature solutions included partnerships with moving companies to Conceptual prototypes were built for testing with consumers prior to provide special deals, legal tool kits, changing over utilities & launch of the site. The site garnered a bronze metal at the Webby address, word of mouth about neighborhoods and near by awards. groceries, schools and hospitals, etc. Joanne Mendel 2010
  • 18. Visual modeling taxonomy | Models facilitate insight generation during analysis & synthesis + accelerate opportunity framing Modeling overview: A taxonomy of visual models emerged from solving complex They enabled project teams and clients to understand the problem space in non-obvious problems at the intersection of business and consumers over several years of client work. ways by synthesizing disparate sets of data to reveal hidden patterns. Models help Their value went beyond a functional level of simply representing information. These accelerate opportunity framing, inform decision making and create consensus among models operated as a powerful tool for insight generation during analysis, synthesis. multiple constituents. Below are some excerpts from the model taxonomy. 1 2 3 Market ecosystem model: Overview of digital content creation Customer journey model: maps customer mindsets and key activities through customer delivery. Shows market players, their of their experience with a product, service or environment to reveal interdependencies, competition, information & dollar flows. what things are working and opportunities for improvement. 4 5 Habits and practices model: Maps customer motivations and action Quantitative ecosystem model: Explains Consumer PC usage over triggers to a constellation of interrelated behaviors that impact time in terms of revenues generated for services, hardware and mobile. outcomes (benefits, aspirations or meanings achieved) Joanne Mendel 2010 .
  • 19. UX deliverables for digital product & service design | Information architecture example deliverables 1 2 3 Wireframes. Page level specifications depicting navigational Feature prioritization lists. Used by UX teams and engineers to Site maps. A blueprint for a site that specifies site hierarchy, content, linkages. Wireframes also identify what prioritize features for the build cycle. Prioritizes features based on sections, pages, linkages between pages, template types and types of data are called from within the system. They describe user needs, business requirements and technical effort to build. the main navigational pathways. content in drop down & other menus. 4 5 6 Scenarios. A high level outline of the user’s experience Task flows. Detail level flow diagrams of the user path through Prototypes. Used for concept testing, UI testing. Wireframes through information on a site or digital device that takes place information. These may include system responses, identify data are also used in testing early iterations of functionality. in a context of use. called and multiple navigational options at each step of the way. Joanne Mendel 2010
  • 20. User research | Example documents for conducting, analyzing and reporting research 1 2 3 Analysis framework. Organizes user feedback Screener. Recruiting questions are developed for evaluating Discussion guide. Includes questions and activities for according to respondents and the topics covered in the potential participants for the research as a way of ensuring conducting the research that are tied to the research objectives. interview for analysis and insight generation. that a representative set of the target audience is included. Includes how information is to captured for analysis, time frames for each section and notes to moderators. 4 5 6 Wireframes. Provide page level specifications depicting Customer profiles. Profiles describe individual users or types Reporting insights. Research reports aggregate insights about navigational hierarchy, content, linkages. They also of users according to key dimensions that are relevant to the the customer experience, attitudes and behaviors to identify what identify what types of data are called from within research at hand. They are instrumental in analysis for cutting worked well and identify areas for improvement. This forms the the system. They describe content in drop down & other data to compare and contrast results by segment or audience. basis for recommendations to designers, marketing, clients, etc. menus. Joanne Mendel 2010