NO MORE EXCUSESREAL TOOLS TO HELP YOU DESIGN ONLINE AWESOMENESS

E V E R Y D A Y E V I L M O N S T E R SC O N S P I R E A G A I N S T Y O U .

T H E Y H I D E W I T H I N E V E R Y O R G A N I Z A T I O N D I S G U I S E D A S

EXCUSES.

//IMAGE SOURCE: Hugh Macleod, The Blue Monster

“It’s a mess out there. Everything keeps changing. Where do I even begin?”

E X C U S E # 1

START BY ASKING YOURSELF & YOUR TEAM THESE QUESTIONS:

1. What are all the situations where people may want to interact with your brand? (Be as specific as possible)

2. What are their needs in each of these situations?

3. How can your online experience be designed to help in each of these situations?

= SITUATION

= NEED

= BRAND

“...But I work with clients who just want the latest trend”

E X C U S E # 1

//IMAGE SOURCE: Hugh Macleod, The Blue Monster

P E O P L EO B J E C T I V E S S T R A T E G Y T E C H N O L O G Y

A V O I D S H I N Y O B J E C T S Y N D R O M E . S T A R T H E R E .

“I just don’t have the time to make sense of all the information...”

E X C U S E # 2

Source: Helge Tenno, www.180360720.no

SCENARIO

ACTIVITY

NEEDS

BRAND

Source: Adapted from Lego Customer Experience Journey

BEFORE

DURING

AFTER

Increasingly irritated pet

Notice issue through “self-diagnosis” Try wash/clean and other home remediesNotice temporary relief

Problem recurring and getting worse

Determine vet visit required

Call to schedule appointment

Apply 1st dosage

Notice irritation decreasing

Use “self-reminder” for next dosage

Notice irritation close to being gone

Forget 2nd dosage. Apply late.

No longer observing tick/fleas

Notice ticks/fleasare back

Forget 3rd dosage

Question productefficacy

IndifferentPositive Negative Delighted

Next appointment reminders – vet calls/emails/sends reminder postcards

Check-in with receptionist

Pet checked (routine exams) and diagnosed by vet

Technician comes in to give needles/do tests

Receive recommendations for medication, preventive care

See receptionist to pay for visit, purchase medication

Leave clinic

Take seat in waiting room ( 12 - 15 mins)

Consumer Journey Situation: Irritated pet

“Now what? I’m not creative to design anything.”

E X C U S E # 3

1. Sketch with Sharpies1

2. Use parameters3. Time yourself

// SOURCE: 1. 37 Signals: http://37signals.com/svn/posts/466-sketching-with-a-sharpie

Novice Tech Savvy

Individual Social

Stephen Harper Lady Gaga

SPECTRUMSH E L P S YO U V I S U A L I Z E A N D S TA R T S K E T C H I N G D I F F E R E N T P O S S I B I L I T I E S

D E S I G N A T T H E E X T R E M E S -

Keep the conversation going @ nishshah

NO EXCUSES. GET YOUR AWESOMENESS ON.

nish@collidelabs.com

www.collidelabs.com