Better software 2013

Peoples and services tales

experience architect

Luca Mascaro

I want to tell

The story of batman

Batman experience customer hero

Batman experience customer hero

ADV high expectation

Batman experience customer hero

ADV high expectation

in store buy high expectation

Batman experience customer hero

ADV high expectation

in store buy high expectation

daily usage anything special

Batman experience customer hero

ADV high expectation

in store buy high expectation

daily usage anything special up-selling

why -_-

Batman experience customer hero

ADV high expectation

in store buy high expectation

daily usage anything special up-selling

why -_-

customer service

°_°

Batman experience customer hero

ADV high expectation

in store buy high expectation

daily usage anything special up-selling

why -_-

customer service

°_°

other player

proposal ^_^

Batman experience customer hero

ADV high expectation

in store buy high expectation

daily usage anything special up-selling

why -_-

customer service

°_°

other player

proposal ^_^

long shot redemption

WTF!!!

“Why you haven’t change supplier? !

Because they are equal and I need time for change”

an important lesson on customer satisfaction

less worst choice vs energy for change

two opposite side effect

continuous change high concurrent market without barrier: apps

two opposite side effect

continuous change high concurrent market without barrier: apps

good enough static market: telco

two opposite side effect

“I think that one of the biggest problems in this country is that every product or service provider solves his operational problems by simply pushing them to the end users. And this is the best way to deliver an awful user experience.”

Alessandro Galetto 2013

talk goal

As product manager/owner & teams we want create successful products and services

Defining a successful product/service

promise buy

Defining a successful product/service

promise buy

adoption buy &

first time usage

Defining a successful product/service

promise buy

adoption buy &

first time usage

engagement daily usage

Defining a successful product/service

promise buy

loyalty value services

adoption buy &

first time usage

engagement daily usage

First fact

We are in an high-offer market where the level of offering in term of features, quality and price is good enough for many of us

Second fact

At the same time we’re un-satisfied customers and we wanna spend our money in more valuable experience

we know that

customer experience and user experience management has a really big impact on that

Impact

+10%

profitabilityx2.6

loyalty

Report “Competitive strategy in the Age of the Customer” Forrester CX 2011

Report “Customer Experience ROI” Forrester 2012

good vs bad experience

good experience grab people

40% began purchasing

55% willing to recommend

85% would pay up to 25%

bad experience push customers away

82% change business relationship

95% generate costs

79% told to others

The next big miracle

Improve CX & UX of customer base = success!?!?

The next big miracle

Improve CX & UX of customer base = success!?!?

NOT REALLY

We have to understand two more real big but underestimate

PHENOMENON

how experience change our needs and behavior?

how many service we use and how?

how experience change our needs and behavior?

how many service we use and how?

“We are in the battle of home screen”

Matias Duarte 2012

People insight

Average number of digital services

0

10

20

30

40

Italy USA Switzerland

25

21

15

1512

9

Used (last 30 days) Adopted

Data by Google Insight

People insight

Digital service journey

0

2

4

6

8

Daily Weekly Monthly

3

1

3

3

5

Personal Professional

Data by Google Insight

There can be only one

As human we have limited cognitive (capabilities, memory, …) & physical (time, money,…) resources so we try to focus only on a few services providers.

effect

Substitution effect

!

“many of my friends is moving from sms to whatsapp, is free and I can see also the status… is cool!”

effect

Aggregation of trust

!

how experience change our needs and behavior?

how many service we use and how?

Daniel Kahneman @TED

Daniel Kahneman @TED

We made our choices based on the past experiences

expectation experience

We made our choices based on the past experiences

expectation experience

live experience

We made our choices based on the past experiences

expectation experience

live experience

remember experience

We made our choices based on the past experiences

expectation experience

behavioral change

live experience

remember experience

in today’s world

customers that have the opportunity reward companies that help them to do more. !

In exchange for hard-earned cash, customers want an enriched experience that improves their lives.

Forrester 2011, Forbes 2012, Wolffolins Game Changers Report 2012

but

not every time

Lisa

I invest my resources for improve my happiness

trough experience

Mark

I’m happy and I invest my resources for improve

experience

Happiness define

The levelGallup research 2012

Level define

The cluster

Level define

The cluster

Good enough

Level define

The cluster

Want more

Good enough

The lesson

Think really carefully about how our products and service interact with our users life and how can be integrated with their circadian cycle!

thank you @lucamascaro !www.lucamascaro.info www.sketchin.ch