As part of my job as an Experience Strategist, I have to uncover tacit information from customers and businesses, and then make it explicit to stakeholders. Although the information may already be explicit, it usually lacks structure and, most of the time, it does not address all key viewpoints. One of my goals is to identify these perspectives and represent them in a meaningful way, so stakeholders become conscious of how they relate to the customer and their impact on the business. As a result, there is an increase in collaboration and commitment towards a better customer experience – from all stakeholders – which is beneficial to both businesses and clients.
Please find below some of the artefacts I usually produce, or tasks I undertake, in order to build a great customer experience. These are grouped into 5 main activities as follows:
Research and data gathering (e.g., customer needs, business requirements, technical constraints)
Web traffic analyses
Competitive reviews
Content audit
Interviews
Focus groups
Contextual inquiries
Online surveys
Competitive review for Defence Jobs’ new ‘ADF Active’ fitness app: an effective way to see what's out there, and identify strengths and weaknesses that can be exploited
Contextual inquiries for NBN Co’s mobility team: one of the most effective ways to identify end-user pain points and opportunities do improve efficiencies
Web traffic analysis for Air Force’s ‘Behind the Visor’ promo website: a great way to uncover problems in the user journey
Contextual inquiries for NBN Co’s mobility team: one of the most effective ways to identify end-user pain points and opportunities do improve efficiencies
Content audit for Defence Jobs’ online guide for parents/guardians and career advisors: identifying content gaps and providing ways to build a structured and compelling narrative
Focus groups for Defence Jobs’ website redesign: a way to get valuable insights from users
Contextual inquiries for NBN Co’s mobility team: one of the most effective ways to identify end-user pain points and opportunities do improve efficiencies
Online survey for Defence Jobs’ new ‘Recruitment Centre’ section: an effective way to get user input and measure it, prioritise features, and make strategic or tactical decisions
Online survey for NBN Co’s ‘ATLAS:Wayfinder’, a construction mobile app: an effective way to get user input and measure it, prioritise features, and make strategic or tactical decisions
Focus groups for Defence Jobs’ website redesign: a way to get valuable insights from users
Focus groups for Defence Jobs’ website redesign: one of many ways to get user input and gain insight on the strategy to be built
Web traffic analysis for Defence Jobs’ website redesign: a way to understand how people deal with an interactive piece and then find clues about what can be done to improve it
Translate findings into meaningful information (e.g., touch points, pain points, features list)
Conceptual mapping
Personas
Scenarios
Story boards
Behavioural mapping
Conceptual mapping (in Portuguese, sorry) for GloboCMS website: a quick way to get the full picture regarding key touchpoints and functionalities
Scenarios for AMP’s ‘Insurance Needs’, a conversational “mobile first” insurance cover calculator: understanding the users’ contexts
Scenarios for Defence Jobs’ job finder tool: understanding the users’ contexts
End-user pain points and insights for NBN Co’s mobility team: just one step away from building a features list and updating the product backlog
Personas for Commonwealth Bank’s self-managed super funds: an effective way to summarise and humanise user data, and also build empathy with the end-user
Collective ambition for BPAY Group’s new CRM solution: a simple technique that brings people together toward a common goal
Scenarios for BPAY Group’s new CRM solution: understanding the users’ contexts
Behavioural mapping for Defence Jobs’ ADF Active app: a way to understand the user's emotional state/response when interacting with the product
Conceptual mapping for NBN Co’s ‘ATLAS:Operate’, an operations mobile app: a quick way to get the full picture regarding key touchpoints and functionalities
Personas for Commonwealth Bank’s self-managed super funds: an effective way to summarise and humanise user data, and also build empathy with the end-user
Personas for NBN Co’s mobile apps: an effective way to summarise and humanise user data, and also build empathy with the end-user
Conceptual mapping for Defence Jobs’ ADF Active app: a quick way to get the full picture regarding key touchpoints and functionalities
Build strategies and outline solutions (e.g., objectives, prioritised features list)
Brainstorming
Product backlog and minimum viable product (MVP)
Performance indicators (KPIs)
User stories
Task analyses
Site maps
Customer journeys
Site map for Air Force’s website redesign: structuring the content according to user needs
Brainstorm of Defence Jobs’ ADF Active app: an exciting way of solving a problem
Detailed user journeys for Defence Jobs’ new ‘ADF Active’ fitness app: mapping out the user’s navigation - along with all use cases - throughout the experience
Brainstorm of NBN Co’s ‘ATLAS:Operate’, an operations mobile app: an exciting way of solving a problem
Detailed user journeys for NBN Co’s ‘ATLAS:Operate’, an operations mobile app: mapping out the user’s navigation - along with all use cases - throughout the experience
Detailed user journeys for NBN Co’s ‘ATLAS:Operate’, an operations mobile app: mapping out the user’s navigation - along with all use cases - throughout the experience
Macro user journeys for Defence Jobs’ new mobile website: mapping out the user’s navigation throughout the experience
Rose-bud-thorn, a design thinking methodology similar to Pains & Gains, for BPAY’s new CRM solution: a great way of knowing what needs to be prioritised
Minimum viable product (MVP) for Defence Jobs’ ADF Active app: a list of features to be delivered on the app’s 1st release; for every feature there’s a user story behind it
Task analysis for NBN Co’s ‘ATLAS:Wayfinder’, a construction mobile app: mapping out all the actions necessary to complete a set of tasks
Brainstorm for AMP’s ‘Insurance Needs’, a conversational “mobile first” insurance cover calculator: an exciting way of solving a problem
End-to-end customer journeys for NBN Co’s ‘ATLAS:Wayfinder’ and ‘ATLAS:Auditor’, two construction mobile apps: understanding the context and mapping out the customer experience
Create, experiment and assess potential solutions (e.g., interfaces, microinteractions, processes)
Wireframes
Prototypes
Card sorting
Usability testing
Heuristic analyses
Wireframes and initial functional specifications for Defence Jobs’ new job category page: a quick way to get a gist of the interface before prototyping or moving to final designs
Wireframes for NBN Co’s ‘ATLAS:Operate’, an operations mobile app: a quick way to get a gist of the interface before prototyping or moving to final designs
Usability testing of AMP’s ‘Insurance Needs’, a conversational “mobile first” insurance cover calculator: overall results of an early version
Wireframes for NBN Co’s ‘ATLAS:Operate’, an operations mobile app: a quick way to get a gist of the interface before prototyping or moving to final designs
Prototype for NBN Co’s ‘ATLAS:Operate’, an operations mobile app: the best way to understand how the interface would behave when end-users interact with the system
Prototype for AMP’s ‘Insurance Needs’, a conversational “mobile first” insurance cover calculator: the best way to understand how the interface would behave when end-users interact with the system
Card sorting for Defence Jobs’ website redesign: a great way to understand whether or not the site map being built is on the right track
Wireframes for Defence Jobs’ new mobile search: a quick way to get a gist of the interface before prototyping or moving to final designs
Low-fi wireframes for NBN Co’s ‘ATLAS:Operate’, an operations mobile app: the quickest way to get a gist of the interface before moving ahead with hi-fi wireframes or prototypes
Refining the overall user experience of AMP’s ‘Insurance Needs’, a conversational “mobile first” insurance cover calculator: making sure the Mininum Viable Product (MVP) is acceptable
Card sorting for Globo.com’s video channel: a great way to understand whether or not the site map being built is on the right track
Prototype for Defence Jobs’ new mobile menu: the best way to understand how the interface would behave when end-users interact with the system
Build, test, deliver and improve final solutions (e.g., optimisation, recommendations)
