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EXPERIENCE MAP Mktg 353 / Social Brands / Spring 2012 Brett Westervelt INTERVENTION POINTS Time 1 2 3 Time PROUD/UNCERTAIN great creation, but how relevant? website is engineer oriented INTIMIDATED fun shapes! DELIGHTED app looks fun + easy EXCITED REJECTED Windows only software FRUSTRATED steep learning curve APPREHENSIVE complex training AUTODESK SEGMENT USERS Currently all users access the same list of products. If Autodesk truly wants to reach new users it must create easy access avenues for distinct user groups to find what they need. What if the splash page let you self-identify as creator vs. collaborator? 1 BE SUPPORTIVE ...of all platforms, that is! Collaboration software must be available on all platforms, because users do not self- segregate in the ways that engineers do. 2 INTEGRATE, NOT INTIMIDATE By integrating the user’s training session into his first model, it helps build confidence and reduces the number of commands to memorize. 3 FORM FOLLOWS FUNCTION To attract makers and creative professionals, create functional printable templates such as cars, pencil holders & utensils. 4 A B C D E F G “Wearing the sticker “There were so many commands I wasn’t sure how I would remember them all. I’m sure someone thought they were intutive, but that wasn’t me.” Autodesk has taken a bold step from technical tools to creative, accessible artforms “When I saw the app on the app store, I thought, this isn’t just for engineers, this is for me.” Segment users Be supportive Integrate, not intimidate 4 Form follows function A E F G A B C D

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EXPERIENCE MAP Mktg 353 / Social Brands / Spring 2012Brett Westervelt

INTERVENTION POINTSTime

Time

PROUD/UNCERTAIN

great creation,but how relevant?

website isengineeroriented

INTIMIDATED

fun shapes!DELIGHTED

app looksfun + easyEXCITED

REJECTED

Windows onlysoftware

FRUSTRATEDsteep learning curve

APPREHENSIVEcomplex training

AUTODESK

SEGMENT USERSCurrently all usersaccess the same listof products. If Autodesktruly wants to reachnew users it mustcreate easy accessavenues for distinctuser groups to �ndwhat they need. Whatif the splash pagelet you self-identify ascreator vs. collaborator?

1BE SUPPORTIVE...of all platforms,that is! Collaborationsoftware must be available on allplatforms, becauseusers do not self-segregate in theways that engineersdo.

2INTEGRATE, NOTINTIMIDATEBy integrating the user’straining session intohis �rst model, it helpsbuild con�dence andreduces the numberof commands to memorize.

FORM FOLLOWSFUNCTIONTo attract makers andcreative professionals,create functional printabletemplates such as cars,pencil holders & utensils.

“Wearing the sticker

“There were so manycommands I wasn’t sure howI would remember them all.I’m sure someone thoughtthey were intutive, but thatwasn’t me.”

Autodesk has taken a bold step from technical tools to creative, accessible artforms

“When I saw the appon the app store, Ithought, this isn’t justfor engineers, this isfor me.”

Segmentusers

Be supportive

Integrate, notintimidate 4 Form

followsfunction

E F G

AB C D

417 Westervelt Avenue House, Horton's Rows-media.nyc.gov/agencies/lpc/lp/2382.pdf417 WESTERVELT AVENUE HOUSE,HORTON’S ROW, 417 Westervelt Avenue aka 79 Corson Avenue, Staten Island