Forty-seven percent of mutual fund mangers do not personally own any of their own fund, according to Morningstar. That’s shocking. But I suspect something similar happens across most businesses.
What percentage of McDonald’s executives frequent their own restaurant as a legitimate customer interested in the chain’s food, rather than a fact-finding mission? Few, I imagine. How many times has the CEO of Delta Airlines been bumped from a flight, or had his bags lost by the airline? Never, I assume.
The inability to understand how your customers experience your product almost guarantees an eventual drift between the problems a business tries to solve and the problems customers need solved. Here again, a person with a lower IQ who can empathize with customers will almost always beat someone with a higher IQ who can’t put themselves in customers’ shoes.
I drive by 1st Financial Bank everyday on my way to work and I was curious about what they do. Turns out they issue student credit cards. I tried to get one for my collection.
1. Application Page
2. Confirmation Page
3. Receipt Page
I never got my personal invitation in the mail. I think they must know I am not a student.
I have been trying to minimize and eventually eliminate my wallet and keys for a couple of years. I recently tried to scan all my membership cards into a mobile app. It made my wallet very thin, but there was a problem. Retail locations can not scan my phone and cashiers have to manual type my number every time, which completely negates any convenience from eliminating my wallet.
As a millennial trying to eliminate my wallet, I want POS systems to be able to scan my digitized membership cards, so the front line staff doesn’t have to manually enter my number.
-Verify the number is correct in the POS system
-Verify that the process can be completed in less than 2 seconds
I would be excited to facilitate a innovation workshop for your team or organization. The material can be customized around your industry and challenges. We will work together to explore multiple innovation techniques and add them to your strategy toolbox:
- The subtraction technique
- Big unsolved problems
- Disruptive innovation
Check out my Innovation Strategy Deck and feel free to send any questions or requests to firstname.lastname@example.org
Check out Font Awesome for almost any icon (in font form) you can think up.
MailChimp has a very robust writing guide focused on voice and tone in multiple situations. I particularly like how they handle the customer’s emotion in negative situations:
User: What went wrong? I really need to get this campaign out.
User’s Feelings: Confusion, Stress, Anger
-Offer a solution or next step.
-Be straightforward. Explain what is going on right away.
-Be calm. Don’t use exclamation points or alarming words like “alert” or “immediately.”
-Be serious. Don’t joke around with people who are frustrated.
MailChimp: We’re experiencing a problem at one of our data centers. Our engineers are on the case, and will have things back to normal shortly.
MailChimp’s full voice and tone guide can be found here.
Dynamic user experience flourishes from the Aspiration signup form.
The app is the Taco Bell mobile app; customers can earn rewards, get coupons, and order food for pickup. After conducting customer interviews and a small survey (n=2), the biggest consumer problem is the need to get fast food into the customer’s mouth faster. The existing pickup experience has too much friction; it requires the customer to tell us when he is on his way and to read a number to the cashier.
The new feature would rely on license plate optical character recognition (OCR) scanners to notify the food preparation team to make the food when the customer pulls into the parking lot and to notify the cashier which car to hand the food to in the drive through. Taco Bell and Dominos are the market leaders in using technology to improve their fast food deliver experience, but the same feature would improve any app to physical pickup experience.
Our target customer is “David Drive Through”. He has a smart phone with a data plan that he uses continually. David eats Taco Bell more than once per week. He orders the same thing 60% of the time, but he is attracted to new items and specials. David uses the drive through when he is on the way to work and he will not eat here if he thinks it will take too long. If Dave comes with friends, they will come into the store so they can each pay separately (future feature idea).
- As David placing my first online order, I want to enter my license plate number, so that I can get my food faster.
- As David placing my second order online, I just want to pick my food and hit the order button, so that the experience can be as transparent as possible.
-Verify that the customer can hit one button to repeat last order.
- As David after I receive my food, I want to receive an in app notification, so that I can know my credit card was charged.
-Verify that there is a feedback mechanism in the alert to block fraudulent purchases.
- As the food preparation team, I want David’s food added to my order que when he pulls into the parking lot, so we can have it hot and ready for him.
- As the cashier, I want to know when I should hold David’s food out the window, so he does not even have to stop.
- As the restaurant manager, I want to report against in app purchase in my location, so that I can manage my business.
The expectation is that this feature will save time for the cashier, make the food preparation more effective, drive new customers into stores, and increase the frequency that existing customers visit the store. We will measure or estimate each of these variables to justify the cost of two OCR scanners in each location and the development expense. I propose we pilot this feature in the Sioux Falls market, where we can iteratively improve the feature before a nationwide launch.
- Enter Payment Info
3) “What happens when I tap submit?” Overlay
4) Order Confirmation/Pickup Method (High Friction Step)
5) Email Receipt