It's an expert review of the customer experience of an exisiting product.
It's to understand what works and what doesn't from a customer experience perspective.
Do it at the beginning of a major redesign project, in the early stages of a new product development project (evaluating competitors), or afterward as part of evolution.
Preparation: Show the product you are reviewing, either by projecting on a large wall, displaying on a TV, creating a large print out. Grab your personas and goals or tasks for that product.
- Have each team member choose a goal/task and the persona who would complete the goal/task.
- Each team member jump on the product and complete task/goal from persona's perspective. Immerse yourself in the persona and try to achieve the goal or complete the tasks from the persona's perspective.
- Team members not preforming the goal write down observations on sticky notes.
- Once all goals and tasks have been completed do an affinity map with the observations looking for key themes.
Things to consider: Consider all the dimensions that are essential to creating a good experience including usefulness, usability, desirability, value, findable, engaging, sticky, gamification, interaction, content, efficient, integration with social media, user-generated content and so-on.
Consider using the think aloud protocol, and capturing the session on video.
From Agile Experience Design book