Topic: 2.2.2 The Appeal of Convenience

SHAPING USER EXPERIENCES Topic 2 A near-infinite number of services rely on user data to shape individual experiences.   Examples There was a time when business analysts were predicting the failure of Netflix’s streaming service. Once a leader in CD movie...

Topic: 2.2.3 Satisfying User Needs

USER EXPERIENCES Topic 3 How Many Choices Can Users Digest? Through much of the 1980s, Campbell’s line of spaghetti sauce, Prego, struggled to compete against its rival Ragu’s Ragu. Hoping to figure out why, Campbell’s called on famed researcher Howard Moskowitz, a...

Topic: 2.3.1 Influencing Users

INFLUENCING USERS Topic 1 A User Influence Model serves as an argument for why someone should change their behavior. As a theme builds, messaging follows a routine: a user challenge is recognized, attempted solutions are identified, new ways of solving the challenge...

Topic: 2.3.2 User Influence Model Framework

USER INFLUENCE MODEL MESSAGING FRAMEWORK Topic 2 Planning the Message Users rarely accept and trust new services. They are often stuck in routines and are reluctant to experiment with something new. A shift along those lines involves trust, which can be won by...

Topic: 2.4.1 Building a Journey Map

BUILDING A JOURNEY MAP Topic 1 There are three key terms to consider in relation to the Journey Map. A user journey is the path a user takes through a service. A service experience refers to what the user experiences from the service. Lastly, a service outcome is what...