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Agenda 05:00 - 05:10 Intros 05:10 - 05:25 Victor Introduces Moto Di Santa Monica and the project. 05:25 - 05:45 Alignment Exercise 05:45 - 06:15 Brand Attributes Exercise 06:15 - 06:30 Break 06:30 - 07:30 Customer Profiles 07:30 - 08:30 Goals Prioritization (Features) 08:30 - 09:00 Wrap up Exercise - Reflection
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Brand Attributes Culture
U s er s
Voice
Feeling
Impact
X-Factor
How would your community describe you?
How would you describe your users?
How do you sound to others?
How others feel after interacting with you?
What tangible impact do you have on others?
How are your di#erent from others?
Adventurous Rebel
Expressive Sophisticate
Friend Adventurous
Excited Safe
Grow Community Status
Experience Exclusive Inclusive
Passionate Gaf Family
Professional Risk Taking Don’t Fit
Authentic Genuine Wise
Unique Important Part Of ACircle
Exclusive More Educated Guidance
Sage Advice Trusted Firm
Guide
Caring
Top 5 Attributes:
X-Factor:
Caring Exclusive Inclusive Risk Taking Authentic Part of A Circle Informed Equipped
Informed Equipped
Moto Club Di Santa Monica MCSM provides a Italian motorcycle sales and services toadventurous professionals in a caring environment with an authentic voice. Helping them
feel they are part of a trusted family and leaving them better equipped to succeed in their motorcycle lifestyle.
User Profile Demographics
Story
$
48 Years Old
$
Male
$
Second wife
$
Have to manage 100 people.
$
4 kids
$
Want to get his own job and
$
Work on a stressful job with high power deals.
leave his actual work.
Needs First Name:John
$
Escape
$
1 Brotherhood
$
Upgrade ride
Solutions
McRow
Middle Aged Entrepreneur
$
Bespoke Service
$
High Standards
$
Look Good / shop top shelf
$
Community
$
Special treatment
$
Reviews exclusive
$
Conversation
$
CRM System Exclusive events
$
Appeal, previews accessories, Branded…
$
Newsletter
$
Featured
$
Service level
$
Membership Club
Revenue Term
Description
Desireablity
M
P r emM i ue mm b e r s h i p
10
7
17
S
A c c es s oo r inelsi n e
10
8
18
S
A po pn alrienle
S
S er v iA cp ep o i n t m e n t / l e a d s
S
L eGa Bedin kQ e su/a l i t y
S
F in an c Pianrgt n er
M
R e t uBruns i n es s / P r o c e s s
S
N ew s let t er
10
Doability
8
18
9
7
10
16
7
10
17
9
9
19
6
8
Total
15
9
17
Awareness Term
Description
ML
R e tV ai s l i o n / I n s t oErx ep
M
help Li v e
S
F i n acnaclec u l a t i o n
L
VCi d oe moer c i a l
S
V co i dneto ent
SM
M a r k e t iM n ga t eN r iea /w ls
M
Ni n efwosr m a t i o n
S
Social Media (strategy)
Desireablity 10
Doability 5
5
Total 15
6
11
7
8
15
9
4
13
10
8
18
8
6
9
14
5
10
14
6
16
E"ciency Term
Description
S
F e a t uCr u ed s t om er s
S
C u s t oSm t oerri e s
M
CRM
M
R et a r g e t i n g
M
F a cA ed bso o k
9
8
17
S
R aRt e /v i eW wi s / h lis t
10
8
18
S
S
En Fg ua ng em e n t
F r e nFcTuhoni l et / w eb s i t e
Desireablity
Doability
10
Total
7
10
17
8
18
10
5
15
7
6
13
10
8
18
10
8
18
Our Goals / Focus 1. Get Accessories online 2. Get Apparel online 3. Financing Partner 4. Video content 5. Customer Stories 6. Fun Engagement 7. French Fun Toilet / Website
CORE is the foundation for the conversation
Now you have to use the foundation to direct your project
39
40
41
42
1: Have a UX Mindset Flexibility, empathy and adaptablity are key. $ $
UX is not just the deliverables, it’s the conversation. The mindset requires people skills and communication.
3: Everything is Story Stories are the bridge from customer needs to customer experience. $ Prioritize
needs and create those stories first
$ Schedule
a story session with your clients
$ Document
and get approval
Story
Acts
Sequences
Scene
Sc en e
Acts
Sequences
Sce n e
S ce n e
Sequences
Sce n e
Sce n e
Acts
Sequences
S c en e
Sce n e
Sequences
Sce n e
S c en e
Sequences
Scene
Sce n e
54
Beats
User Story First Name:John
McRow
Middle Aged Entrepreneur
Find Out
Engage
Return
Buy
Share
Advocate
$
Trusted Friend
$
Customer highlights
$
Content
$
Accessories for his bike
$
Reviews
$
Has a big circle
$
Cool video
$
Secret members Only
$
Live help
$
Get more info on a bike
$
Tell friend
$
He has big influence
and come in to learn more
$
Gift toolkit
$
They care about
$
Facebook
$
Get a feel
group
$
Purchase
$
website
$
Sign up
$
Private community
$
newsletter
$
About us Bio of founder
$
each other $
Limited edition gifts
4: Anchor Your Decisions Move forward gradually and anchor your next steps in the last deliverable you made. $ “Mrs $ Use
Client, based on the 3 priority needs we did XYZ.”
‘If then’ logic. “If the brand attribute was X then the color is X.”
$ Make
it visual and confirm often. “Can you hear me now?”
Anchors
More Important
Less Important
5: Confirm Agreements At the end of each anchor confirm and reconfirm approval. In writing and with witnesses. $
Use a signature form at the end of each deliverable. for confirmation before moving on to the next step.
$ Ask
$ Make
things visual and easy to digest for your client.
6: Validate with Real Users It’s not enough to use assumptions and client input. Talking to customers is the best UX tool ever. YUGE! $ Get out of the o%ce and go talk to customers. $ Coordinate with your client to do customer interviews. $ Get
comfortable in a 3 way conversation with your client and their customers.
