EPITECH 2025 STP - Customer Centricity - Persona Canvas
SAVE THE PROJECT BEE CAR
HUDSON RIVER MIRACLE
US Airways Flight 1549 A320 Airbus after takeoff from New YorkCity's LaGuardia Airport on January 15, 2009
HEURISTICS
‣ A heuristic technique (/hjʊəˈrɪstɪk/; Ancient Greek: εὑρίσκω, "find" or "discover"), often called simply a heuristic, is any approach to problem solving, learning, or discovery that employs a practical method not guaranteed to be optimal or perfect, but sufficient for the immediate goals. Where finding an optimal solution is impossible or impractical, heuristic methods can be used to speed up the process of finding a satisfactory solution. Heuristics can be mental shortcuts that ease the cognitive load of making a decision. Examples of this method include using a rule of thumb, an educated guess, an intuitive judgment, guesstimate, stereotyping, profiling, or common sense.
Detailed data, complicated terms, etc. imply insight
SAVE THE PROJECT
WHAT CRISIS MANAGEMENT IS REALLY LIKE
▸ Establish what information is 100% reliable
▸ Actively communicate information before others
SAVE THE PROJECT
▸ Is the IP secured with Bee Car?
(There is an email saying that the IP contracts are being reviewed by external lawyers to confirm that Bee Cars has full ownership)
▸ Is the knowhow in the company?
(This is something you don’t know yet, but can check with a bit of time)
▸ Are you the right team? (This you can answer!)
▸ What is your motivation? (This you can answer!)
▸ Why is Bee Car important to NDCC?
(Describe the market opportunity, but also the danger of stopping)
▸ Why is Bee Car important to society?
▸ What do you want from the board?
(Commitment to the remaining $30m or a step in-between? More time to gather facts and build strategy?
1. Reassurance of damage control and crisis management
2. Communication of the potential of Bee Cars
BEE CAR
PROBLEM / CUSTOMER
PROBLEM /
CUSTOMER
"THE CUSTOMER'S PERCEPTION IS YOUR REALITY."
Kate Zabriskie Author and Business Consultant
PROBLEM / CUSTOMER
CUSTOMER PAIN AND PROBLEM
▸ What problem does your business solve?
▸ Who are your customers?
▸ What is the pain your customers are feeling?
PROBLEM / CUSTOMER
3 TOOLS TO FIND A PROBLEM
2. ROOT CAUSE
1. USER EXPERIENCE FLOW
3. YOUR PROBLEM
PROBLEM / CUSTOMER
1.
USER EXPERIENCE FLOW
▸ You want to immerse yourself in the problem:
▸ You could role-play the user problem
▸ Go and live the life of the user to really understand the problem
▸ The goal is still to determine user profiles, their problems along with their motivations, behaviours and other characteristics
PROBLEM / CUSTOMER
1. USER EXPERIENCE FLOW
▸ Urs Schneider is a thirty-five year old Swiss business person. He is flying from Zürich to New York and will check into a hotel in midtown Manhattan …
PROBLEM / CUSTOMER
1. USER EXPERIENCE FLOW
TAKE COMFORTABLE UBER FROM AIRPORT
PORTER AT HOTEL OFFERS TO CARRY LUGGAGE
QUEUE UP FOR 10 MINUTES TO CHECKIN
PROBLEM / CUSTOMER
2. ROOT CAUSE
I am _______________ (customer, with at least 3 characteristics)
I am trying to _______ (outcome/need trying to solve)
But ________________ (problem I am facing)
Because ____________ (the deeper root cause for why the problem is happening)
PROBLEM / CUSTOMER
2. ROOT CAUSE
FILL OUT TAX FORM
DON’T UNDERSTAND IF QUESTION APPLIES TO ME DON’T UNDERSTAND QUESTION CAN’T GET THIS INFORMATION
POORLY WORDED USES JARGON NEW TO ME
Inspiration: The Innovator's Method, Nathan Furr
ASKING CONFUSING QUESTIONS TOO TECHNICAL
▸ Pick a root cause and do a deep dive
▸ A root cause that appears several times is a good indication
PROBLEM / CUSTOMER
2. ROOT CAUSE
▸ The idea here is to determine the hypothesis to test behind a root cause
▸ Make a list of questions for the main or all of the root causes
▸ Think about customer experiments you could conduct to validate the assumptions you need to check
PROBLEM / CUSTOMER
3. YOUR PROBLEM
It is usually best when you identify a problem you are experiencing
Higher knowledge
Higher commitment
PROBLEM / CUSTOMER
3 TOOLS TO FIND A PROBLEM
2. ROOT CAUSE
1. USER EXPERIENCE FLOW
3. YOUR PROBLEM
PROBLEM / CUSTOMER
CUSTOMER PERSONA CANVAS
▸ Profile of customer (See the profile assigned to you)
▸ Describe the customer
▸ Need in the area of mobility
CUSTOMER IMMERSION
BRINGING THE CUSTOMER TO LIFE
‣ Your team name: ..................................................................
‣ Your full name: .................................................................
‣ What profile are you playing (for example College Student): ..........................................
‣ When you are finished please create a pdf with the name convention as follows
CUSTOMER_Team_firstname_lastname_profile-name.pdf (for example
Pro-tip: Be as specific as possible, the more detailed you are, the easier it will be to empathize and identify with them.
PROBLEM / CUSTOMER
BRING YOUR CUSTOMER(S) TO LIFEUSING IMAGES, SKETCHES, AND OTHER VISUAL ELEMENTS TO DESCRIBE WHO THEY ARE, WHAT THEY DO AND CARE ABOUT, AND HOW THEY THINK.
LiveCase BOT
Educator
CUSTOMER
PERSONA
BRINGING THE CUSTOMER TO LIFE
‣ Describe characteristics or behavioural traits of your customer, along with a descriptive name and title, indicating their background and role.
CUSTOMER PERSONA
BRINGING THE CUSTOMER TO LIFE
Top Social Jobs
‣ Describe the customer’s top three social jobs-to-be-done.
‣ 1.
‣ 2.
‣ 3.
Top Emotional Jobs
‣ Describe the customer’s top three emotional jobs-to-be-done.
‣ 1.
‣ 2.
‣ 3.
Top Functional Jobs
‣ Describe the customer’s top three functional jobs-to-be-done.
‣ 1.
‣ 2.
‣ 3.
CUSTOMER PERSONA
CUSTOMER JOURNEY
TAKE COMFORTABLE UBER FROM AIRPORT
PORTER AT HOTEL OFFERS TO CARRY LUGGAGE …
QUEUE UP FOR 10 MINUTES TO CHECKIN
‣ Map out the customer journey using colors to describe the positive and negative experiences the customer has along the journey.
CUSTOMER
PERSONA
ROOT CAUSE
I am _______________ (customer, with at least 3 characteristics)
I am trying to _______ (outcome/need trying to solve)
But ________________ (problem I am facing)
Because ____________ (the deeper root cause for why the problem is happening)
PROBLEM / CUSTOMER
CUSTOMER PERSONA CANVAS - 1 PER PARTICIPANT
▸ Profile of customer (See the profile assigned to you)
▸ Describe the customer
▸ Need in the area of mobility
CUSTOMER PROFILES
Khattab Soufiane 10 Head of Purchasing Deliveroo
Bussière Céline 14 Head of Internal transportation of airport
Morchdi Zouhair 5 Partner in Eco-Innovation co.
Petiot Johnny 9 Urban Planning Director in large European city
Hajji Fadoua 2 Boilermaker
Scheers Marion 7 Motivational charity
Pagès Anthony 16 CEO Trucking Company
Mellard Julien 11 Head of Partnerships at UBER
Baugey Aurore 9 Urban Planning Director in large European city
Malfilâtre Valentin 1 VC investor in tech
Charmat Elodie 8 Strategy consultant
Abdaoui Cherif 10 Head of Purchasing Deliveroo
Ossengue Dalèche 12 Head of Ground Fleet Fedex
Van Ceulen Arthur 13 Head of Customer Experience Hilton
Cassert Maxence 4 Retired Army Veteran
Mackpayen Edouard 15 CEO Medical Transport Co.
Messaoudi Virginie 2 Boilermaker
PROBLEM / CUSTOMER
MEET THE CUSTOMER ROLE PLAY - SELECT 1 PERSON TO INTERVIEW
