How to cook the best user experience using emotion

On 29th November 2019, I presented an innovative way to combine the moving motivators from management 3.0 with the empathy map and the customer journey to create product which are tapping into the customers emotions.

The pitch of the workshpo is to create a cook book that a single dad father would purchase to create an unforgetable birthday experience for one of his two daughter. The cook book can contain more than cooking receipees. You can add an online experience, offer for goodies, services for animation and decoration.

The workshop takes place in 3 parts:

  1. Evaluation of the customer motivations
  2. Mapping the motivations to emotions on the empathy map
  3. Address teh emotions with features sorted on the customer journey map

To categorise the intrinsic motivations of the customer I used the moving motivators cards from Management 3.0. In 10 cards it allows to create a picture of the drivers of the customer: his goals, his will to be connected to others, his desire for order and method, …

Once we have designed the customer profile, we associate the motivations with an emotion. The desire for status recognition can be expressed as Pride. The emotions are connected to a type of empthy on the empathy map to visualise how this emotions is experienced by the customer: is it an intelectual emotion, somthing the customer thinks about, something he sees in his environment and surroundings, something he is used to say, something he is used to ear, something he does or something he experience deep in his heart.

The empathy map

At this stage we still don’t have a proposal for a product. After the motivations are transformed into emotions, the workshop participant are going to brainstorm on features that would be able to address the emotions of the customer. Each feature then has to be mapped with one of the phase of marketisation of a product:

  1. The acquisition phase corresponds to the early adopters buying product which are addressing a niche market. Teh customers are ready to take the risk to buy a product because it offers at least a unique feature they can’t find on the market.
  2. The adoption phase requires from you to create a product which is able to compete with the market offer. In this phase you have to sell features which are the minimum expected for that category and offer a differentiator
  3. In the retention phase you already built your customer audience, you have to create new features to either develop your customer base or retain teh existing customers with new versions of your best selling products.
  4. The monetisation phase gathers the key market players who need to generate revenue withthere flagship products by creating variation of their best selling product and starting to address new market segments.
Each group created a set of proposal for their cook book.

As example of product proposed by the 3 groups of participants in XP Days 2019, the book of the second group proposed to add a CD of songs and lyrics to sing with the kids during the party. An other group of participant proposed an online experience to celebrate the event and share online and get recognition on social media for the great experience offered to the kids during the birthday.

In 90 minutes, each group pictured a target customer with his motivations, transformed the motivations in emotions to address with innovative product features and created the market strategy to deliver their product to their target market segments.

The workshop at XP Days 2019

I created this workshop to enable companies creating their customer value proposition to focus on the emotional and social jobs of the customer. It is far to easy to concentrate only on the customer functional jobs and disregard the 2 other jobs. Thanks to the social media, product design now often include the online sharing experience, which is par of the social job, but social design of product should not be limited to the online experience. This framework also offers a way to address any time of emotions.

Addressing the social and emotional jobs in a Value Proposition

Visual recording

Visual recording is also called graphical facilitation. It captures on a graphical supports the ideas  coming from a conference, a brainstorming session and can replace meetings notes.

If the graphic recording can be performed by artists, you don’t need to be an artist to create one. Many books are offering to develop your graphical recording skills. These books offer to elaborate a personal gallery of graphic icons to use during the visual recording sessions. Pikablo is a good source of inspiration.

The graphic recording is popular in conferences. It allows to keep a record of the presentation in an entertaining way. It extends the user experience.

The following capture is part of a visual recording during an Agile conference organised by Agile Consortium in Brussels in February 2018.

In the video captured during the event you can see that the visual performance is captured during the speech. The visual recording can be prepared when the slides of the event are available in advance or with a interview of the speaker. The live performance remains a key element.  It creates a visual attention which keeps the audience focus on the speech.

Visual recording can also be used to record notes of meetings. Visual notes  deliver a stronger impact. Visual record of an event will help people with a visual memory to better remember the elements of the discussion.

The graphical facilitation is also a good media to attract the attention of a group of people in a workshop or in a brainstorming session.

Visual recording and graphic facilitation is a tool which becomes popular. It is creating a new communication channel to convey a message and create a visual  impact.

You can start learning by replacing you meeting doodles by visual recording dooldes. You will certainly discover that on top of delivering to you notes which are easier to digest, it also greatly increase your own attention during meeting.

Merci d’être en retard

L’edito d’Amid Faljaoui dans le numéro 51 du 21 Décembre 2017 donne une piste intéressante pour booster votre créativité: des temps morts.

“A force de petit-déjeuner avec ses interlocuteurs à Washington, Thomas Friedman avait remarqué que certains d’entre eux arrivaient souvent en retard. Les uns prétextaient que le métro était resté en rade, d’autres que le réveil n’avait pas sonné, d’autres encore que leur fils était malade. Et puis un beau jour, Thomas Friedman s’est rendu compte qu’il s’en fichait et il leur a même dit : ” Je vous en prie, ne vous excusez pas. Au contraire, merci d’être en retard ! “. Pourquoi ? Parce que grâce à ces retards, l’éditorialiste a pu découvrir un espace-temps précieux. Il a eu droit à quelques minutes de liberté pour penser, s’amuser des conversations à la table voisine ou du spectacle des allées et venues. Mais surtout cela lui a permis un jour de relier deux idées qui le tarabustaient depuis longtemps. “

“Merci d’être en retard” : nouveau mantra pour 2018 ? –


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