E-commerce Link: It's All About Experience
Good models use primary research as well as first-hand experience to help determine the shape of a process. They can also use a range of media to tell the story. Photos, videos and sketches taken during research not only help inform the model, but they can also be used within the actual model itself to illustrate and drive home the stages of the experience. These types of visuals and diagrams make the model a more compelling tool for explaining complex behaviors to clients and internal teams.
Here’s a list of things to think about as you start creating experience models of your own:
• Be collaborative. Experience models are only as useful as they are accurate. The bias of individual thinking can really skew the way a model comes together. Instead, get snacks, Post-Its, a whiteboard and a bunch of smart people in a room.
• Don’t forget the point of view you’re modeling. It’s so easy to slip back into company-centric thinking. Resist the urge. Don’t use company terminology. Don’t be swayed by company goals or politics.
• Grab your camera. The main input to your experience model is the work you’ve done during the discovery phase of your project. Get into people’s lives. Take
• Don’t get stuck on the formal part of the experience. Some of the biggest opportunities come from the little or unexpected nuances that customers face. Planting a tomato plant is an obvious part of the lawn and garden process. Entertaining a child who wants to help dig in the dirt is where things get interesting.
In addition to the outdoor space and snacking models described earlier, I’ve also included examples of high-level models for car battery jumpers and kitchen remodelers (view in the mediaplayer to the right). If you end up using this technique in your own work, please pass your experience models along. We’re suckers for the creative work that’s happening in the world.