Customer Profile Workshop

We are looking to take secondary research and input it into primary research

Workshop Design

Secondary Research

Use of mascot

Branded Awareness

(ABC1) Target audience

(C2) Target audience

Outcomes:

Customers are used to having things their way. They understand ease of use,With iPhones, Netflix, App store etc

Apples design philosophy is the leader in the market in what customers aspire to.

What is the next step is service?

Lets reflect what our customers asipre to be.

I don’t know if the Axa couple do that. Also they don’t help me understand who Axa is?

Clear Home Page

Unclear quote

Easy to understandNot easy to understand

Clear quote

Unclear quote


Online tools that assist me to understand what cover is right for me

Ability to save a

quote for later

Lack of online tools that assist me to understand what cover is right for me

Lack of ability to

save a quote for

later

Lack of ability to

apply online

Ability to view and manage my account online

Lack of ability to view and manage my account online

Ability to apply online

General information about home insurance

Lack of general information about home insurance

Lack of customer ratings / reviews

Customer ratings / reviews

Overall category map

Unclear quote



Unclear quote



Outcomes:

Aviva seems to have worked on understanding customers. Ease of use and sending a message.

The design of the site will most likely be updated soon as it shows its age.

I think that we need to understand what differentiates us? its it our target customers? is it offers?

I don’t know if the Axa couple signify who I want to be. They seem to be very middle of the road, even scruffy?

Aviva wins due to being a huge part of Middle Class life, Rugby & empty nest syndrome.

Progressive

Research target customers

Create a better solution for marketing cross over

Reduce technobable

Develop concepts for user testing

We are looking to take secondary research and let it be the foundation for primary research

Competitor Cross

Comparison

Clear quote

Easy to understand

Online tools that assist me to understand what cover is right for me

Ability to save a quote for later

Ability to view and manage my account online

Ability to apply online


Easy to understand

General information about home insurance

customer ratings / reviews

Clear Home Page

Use of mascot

A r e a s o f r e s e a r c h

0

50

100

150

200

250

300

350

5 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 96 98 115

F Offline

M Offline

F Online

M Online

O f f l i n e a n d

O n l i n e

28 – 44Workshop target

audience

W o r k s h o p O u t c o m e

C r e a t e P e r s o n a s

F i r s t t i m e

b u y e r

L i f e l o n g m e m b e r

M y h o u s e w a s b r o k e n

i n t o 6 m o n t h s

a g o

M y h u s b a n d d i e d l a s t

y e a r a n d I f e e l u n s a f e i n m y o w n

h o m e

E v e r y o n e d e s e r v e s

t o b e s a f e

Workshop Design

To understand the customer we need to go beyond, the butt sniffing competitor

analysis

W e N e e d t o u n d e r s t a n d

b e t t e r

Customer journey

map

Customer journey

map

Sales pages

The Employee JourneyDecide Grow

Contribute

Apply Find Join Learn

1

2

3

4

5

6

7

8

EvaluateCandidate Employee

Perform &

Develop

Seek &

Explore

{ Goals }

Learn a hands-on approach to identify the “Four I’s”:

Insights – clear understanding of employee needs and

emotions

Impact – clear focus on the resulting business impact

Issues/Opportunities – what’s getting in the way, or could be improved, in order to meet employee needs

Innovate – design solutions that deliver both employee and organizational value

EX Journey Mapping

Behaviors

PEOPLE

THINGSON

STA

GE

EXP

ERIE

NC

E

PEOPLE

THINGSBA

CK

STA

GE

SUP

PO

RT

Select a specific customer persona to map

ATTITUDES

The new GE Optima MR360

is well suited for a wide range

of MR scanning needs – with

the ease of operation to help

make a clinician’s staff more productive. For

streamlining routine scans, the Optima MR360

incorporates an express exam approach to MR. It

includes many intuitive and automated functions

that help increase patient comfort, operator

confidence, image consistency, and professional

satisfaction of MR staff.

Great Experience

Results

experiencesinfluence

Attitudes drive Behaviors deliver

GOES TO INITIAL DOCTOR

RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS DRUGGED

GOES THROUGH

MRI

………

DOCTOR MOMCHECKIN NURSE

IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-HOME

PACKET

MRI MACHINE

NEEDLE & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!

I’M REALLY

NERVOUS

WISH I WAS AT SCHOOL

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

DOUGPATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM

PATIENT RECORD SYSTEM

RESERV. SYSTEM

IMAGING RECORD SYSTEM

DRUG ROOM

NURSE

TISSUES

GOES TO INITIAL DOCTOR

RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS DRUGGED

GOES THROUGH

MRI

………

DOCTOR MOMCHECKIN NURSE

IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-HOME

PACKET

MRI MACHINE

NEEDLE & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!

I’M REALLY

NERVOUS

WISH I WAS AT SCHOOL

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

DOUGPATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM

PATIENT RECORD SYSTEM

RESERV. SYSTEM

IMAGING RECORD SYSTEM

DRUG ROOM

DESIGN NEW EXPERIENCESInnovate to influence attitudes and change behaviors

TISSUES

NURSE

FEEL SAFE

IDEA: LET’S GO CAMPING

Great Product

The new GE Optima MR360

is well suited for a wide range

of MR scanning needs – with

the ease of operation to help

make a clinician’s staff more productive. For

streamlining routine scans, the Optima MR360

incorporates an express exam approach to MR. It

includes many intuitive and automated functions

that help increase patient comfort, operator

confidence, image consistency, and professional

satisfaction of MR staff.

Workshop Breakdown

This allows customer to build a profile and their journey

Persona building for customer

Card Sort

Draw and narrate

Activity Analysis

Emotion Pain Point User Personas

Predict next year headlines

Concept Landscape

Five whys?

Persona building for customer

Customers use AXA and Competitors

To understand pain problems through customer prosoma's and the journey sales people have with them

Sales persona

Conduct Interviews to establish persona as

well as sales

strategies

Card Sort to build

customer profiles

Draw and narrate the customer journey

Establish Findings

Customer Building

Customer Journey

Predict next year headlines

Sales persona