Step 1 & 2
Focus groups, interviews and analysis
Mapping the user experience
An experience model was composed of a series of organizing structures that helped to define the core of the IGT applicant experience. These structures were derived from the narratives and language gathered during the initial focus groups. Those first-hand narratives helped the designers understand how customers make sense of their experience. During the step two, patterns emerged and helped to identify core activity areas, scenarios, and process flows. Also, existing pain points and unmet needs were catalogs these underlying structures are then used to inform the development of persona as well as the identification of opportunities.
Identifying the opportunity
Defining the user workflow