København, 20/5 - 2014
My name is Jesper Wille, my speciality is professional empathy, and I present my skills and
abilities in the area of user/customer experience and understanding and Design & Systems
Thinking.
What follows is an aperitif, made from samples in these speciality areas, and illustrated through
cases, examples etc. - as you'll see I adhere to the principle that people's needs should be
combined with what is technically possible in a way that makes good business sense.
As you will also see I've had a lot to do with physical products and environs, and indeed so does
this presentation deal significantly with such things - however, I believe that there is no longer a
sharp division between the physical and digital world. I therefore consider myself "medium
agnostic" and I do not need to keep the physical and digital apart - a user is a user, a goal is a
goal, and a result is a result, regardless.
My professional latitude also encompasses a wide selection of practical skills, acquired over a long
carreer, and thanks to my a prolific curiousity and the notion that if it's needed to get the job done,
I'll learn it. These include (but are not limited to):
• power user, Mac & PC
• some web programming, html/PHP and various CMS experience
• graphics, 2D & 3D, typically construction/presentation
• various manual skills; I was trained a cabinet maker (see also my CV)
I seem to be considered an engaged, friendly and loyal colleague and employee - I'm gracious and
positive of mindset, and I enjoy sharing it with people around me, and it's said that the sense of
humor I bring is missed at my former places of employment.
Included in this presentation is my CV. I hope this will all pique your interest, and I look forward to
contiuing our communication in some appropriate manner - I'm always available for an informal
talk.
If you buy me coffee, I'll make sure you won't find it a waste.
Jesper Wille
Jesper Wille - tel +45 2329 3008 - www.jesperwille.com - [email protected] - twitter.com/jwcph
Thorsgade 69, DK-2200 København N
cases &
examples
better products & better business through user understanding a few hypotheticals
"A designer going for usable is like a chef going for edible"
- Aaron Walther
case: deBuyer steel skillet
objective: expose to new customer segments
goal:
emotional attachment
purchase decision
- personality
- substance
- aesthetic in use
- authenticity
- environemt friendly
- longevity
emotional signature:
contentment
status quo:
- deBuyer is a niche product
- few outlets
- mostly sold to professionals
- market dominated by modernistic
products in plastic, aluminium and
chemical surface coatings
challenges:
- prejudice: - hard to use, hard to clean,
rust traces may contaminate foods etc.
- market dominance by chain store
products
approach:
storytelling - sentiment
underpinned by sense and
reason
- honest materials, good product
- classical french wares, tested in
restaurant kitchens since 1830
- your personal skillet, more special and
individual with each use
- no unhealthy coatings which may chip
into food
grounded, rustic, genuine simple, green, practical the interst in real cooking
case: Solar Tech "Freeloader" charger
objective: wider exposure of “narrow” product
goal:
convenient product
need
- well known need: the battery
is flat...
- "the green idea", pocket size
- independent of sockets and
outlets
- tech-appeal: solar cells to go
- charges anything with a USB
emotional signature:
cared for
status quo:
- niche product
- primarily used by outdoor type
people
challenges:
- unfamiliar product category
- nerd factor
- physical design needs tightening up
- as does the indicator interface
- carrying case w. iPhone, that accessory
outlets may "steal" and proliferate
approach:
- hi-tech as low-tech
enlightenment, information,
appeal to convenience
- pocket, purse or car: Never
again "oh no, the battery's dead..."
- your personal renewable energy
source
you know the problem - here's a solution, and one
that you may feel good about
practical example:
Hotel Clock Radio
Designed specifically for hotels, but based on certain flawed assumptions, such as the guest being
interested in the genre of music waking them up - a function further dependent on external factors,
possibly beyond the control of the hotel itself - and that any first-time user can handle a non-intuitive
user interface as long as there’s a manual
the task of a hotel clock
radio is simple: - sound
off at a preset time
nevertheless, countless
travelers find them difficult or impossible - to operate
the product must relate to the
user's situation
Indentify the right assumptions:
1. every user is a first-time user
2. an alarm is never not important
3. there isn't any room for doubt about whether the radio is set correctly or not
4. often, the user will be tired, impatient, and operating the radio in the dark
Understand user conditions:
Trust - it's a normal psycological reaction that if an apparatus is difficult to operate, we
assume that it also can't be trusted to work the way we hope
People personfiy machines, whether we want to or not - hence, such an appliance must be
designed to be accomodating and forthcoming
design
practical example:
Pendant mount
There’s no inherent connection between how well-designed a lamp is, and how well-designed its
mount is going to be - especially true for pendants. There are various reasons for this state of affairs,
but none good enough to ignore what it means to the user
a practical task which should
have a perfect and simple
solution - yet is very rarely does
Primary unconsidered factor:
Gravity
3D-CAD/CAM construction software: - an environment
without up and down. A brilliantly powerful design tool,
but also a condition that affects the designer’s point of
view
User result: "dropped them... again..."
User-situation: Screws, tools, wires etc., as well as the lamp
and the mount itself, are completely controlled by the
unconsidered factor
The emotional signature is decisive to the
customer's endorsement
Particularly if the customer is an electrician who has just struggled
through 250 fundamentally flawed mounts, and now has to advise his
next customer on choice of lamps (contract sales being a significant part
of business for most manufacturers)
the User's
Reality
professional empathy as a result-oriented tool
- practical user understanding
"Pay attention to what the users do, not just what they say"
- Jakob Nielsen
"I understand what it's like to use your right hand, even though I am left-handed"
Being a "People Person", one of my ressources is a well developed capacity for insight - the ability to
experience a situation from the perspective of another, and using that understanding working towards a
solution.
Some examples from former positions:
Military
As a supplies sargeant, my task was to handle logistical needs of a 150-man
company.
Subject(s): - a platoon of enlisted men, assigned to supply duty for reasons of
inquisitiveness and non-military individualistic conduct.
Solution: - from the point of view of an 18yo free thinking young man, there are
compelling reasons to challenge authority. By activating the individual pride, and
challenging them to indeed challenge me, the authority figure, and giving them
reasonably loose constrictions to find solutions, I created an effective logistics team
for the unit.
Result: - a considerably greater degree of stability, including better motivated
and less stressed/overworked personnel, compared to the sister company
Mekavi
originating as a webshop, this business hired me when a physical store had opened,
for the tasks of customer reception & contact, sales floor management etc.
Subject(s): - The Customer. Based on webshop experience, the customer entering the
store was seen much like a "hit" on a webshop, where the main focus is on entry and
exit rather than shopping experience and personal sale
Solution: - redesign and -disposition of store/showrrom, with emphasis on creating a
compelling "design experience", and on forming a connection between the customer
situation - "shopping for lamps for the living room/den/office etc." - and the physical
presence in similarly themed surroundings.
Result: - growth, in interest as well as sales, enabling Mekavi to display a rising
curve even during times of general decline in the industry
Rue Verte
luxury interior decoration store, experiencing an unsatisfactory sale and a need for
attracting new customers and segments
Subject(s): - potential customers; how to enable them to find a street shop that
doesn't have an outreach strategy or -channel beyond a narrow geographic area
Solution: - establishing digital presences such as website, webshop, social media &
newsletters, with the intention of meeting new customers where they are, out in the
digital world looking for inspiration and information
Increased attention and insight towards journalists/stylists, making for better support
of them in their tasks, in return receiving greater exposure and positive endorsement
Result: - going from a narrow break-even to healthy growth during a time of
great hardship in the industry, broadening media references, new loyal
customer relations via regular, targeted communication
Montana Mobile
brand specific furniture store - employed for the purpose of opening up towards the
retail segment
Subject(s): - potential customers, plagued by sporadic and imprecise communication,
doubts regarding the store's retail status, uninspiring store and displays
Solution: - redesign and restrategizing on all digital fronts for the purpose of meeting
new customers in previously unharnessed areas of the design/furniture sphere.
Restrategizing the store/display, creating a better, clearer emotional connection with
the mentality of the furniture/interior-shopping customer
A more homey, inspiring and inviting mood throughout the store, as well as renewed
outreach towards stylists and journalists.
Result: - notable positive reactions from both existing and new customers, as
well as from stylists/journalists, increased interest from previously untapped
segments, a promising webshop launch
The empathy tool in writing & text
Clear and effective written communication depends on whether form, content and message is attuned to the
recipients' situation - the skilled communicator is empathic and has the ability to comprehend diverse
recipient situations as if they were his own.
Example from Rue Verte Plus - newsletters (in Danish):
Before:
A flat, uninspiring layout, lacking
• call-to-action
• web address
• physical address
• contact information
No situation exists in which this approach is
adequate, not to mention optimal.
After:
Text & appearance is now accomodating and
simple, with a brief, concise message followed
by a number of specific call-to-action items.
Appealing to
• the directly, deliberately involved reader
• the "skim reader" who can get an overview
quickly, and has ample reasons to return
• anyone who prefers to call or visit the store
Result: open-rates up to 5 times higher
than industry average, high retention and
re-reading rates
Examples from Montana Mobile, newsletters (in Danish):
Designed and written with the intention of connecting the stringent, somewhat clinical
Montana look with the coziness feelings of a comfortable home, and of marrying
classical interior decoration styles with the digital world
Result: consistently high open- and re-reading rates, convincing retention
Web version | Opdater indstillinger | Afmeld
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Besøg os lørdag d 1ste december - dedikeret til julen
Web version | Opdater indstillinger | Afmeld
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Fredericia Furniture i Mobile!
Det er os en stor fornøjelse at meddele, at Montana Mobile har indledt et samarbejde med en af
Danmarks stolteste møbelproducenter, Fredericia Furniture.
Frederica producerer en perlerække af både designklassikere og nye møbler fra de bedste
designere - fra Børge Mogensen, Nanna Ditzel og Hans J. Wegener til Cecilie Manz, Furnid og
Space CPH.
Kom forbi og hils på eller kig ind og hæng ud i Montana Mobile lørdag d 1ste december, hvor vi blandt tidens glit og glimmer, hjerter, stjerner og guirlander - byder på julesnacks og en lille én til
ganen.
Vi har juleklip til børn og barnlige sjæle, og masser af gaveinspiration til ønskelisten.
To billetter til Det Kongelige Teater udloddes blandt dagens besøgende.
Du har i øvrigt sikkert hørt, at lukkeloven blev afskaet pr 1ste oktober - vi har valgt at udvide
åbningstiderne, og holder nu åbent: hver 1ste og sidste søndag i måneden fra kl. 11 til 15.
- og husk nu også, at parkering i indre by er gratis om søndagen
Du kan opleve en række udvalgte modeller fra
Fredericia's store program i vores forretning i
Bredgade.
Vi glæder os til at se jer!
Med venlig hilsen
Montana Mobile
Vi hjælper dig gennem din bestilling, rådgiver dig omkring ting som valg af farver og stof til
polstring, viser dig prøver fra det store udvalg af tilgængelige stoer - eller byder dig en kop kae,
mens du prøvesidder...
På gensyn i Bredgade Web version | Opdater indstillinger | Afmeld
Vi glæder os til at betjene dig!
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- Montana Mobile
Marmor-lysestage - kr. 649,-
"Form Bowl" sæt á 5 stk. - lille
kr. 795, stort kr. 1.195,-
Puder i Alpaca-uld - fra kr.
400,-
Montana Mobile går på nettet!
Ret dine tilmeldinger | Afmeld
- og mange andre gode gave-ideer...
Web version | Opdater indstillinger | Afmeld
Ret dine tilmeldinger | Afmeld
Montana Mobile - Bredgade 24
1260 København K
www.montanamobile.dk
- det vil sige, vi har jo haft en hjemmeside længe, naturligvis, men der er sket noget helt nyt: Vi har lanceret
vores helt egen webshop.
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Montana Mobile - Bredgade 24
1260 København K
www.montanamobile.dk
Sommer i Mobile!
Mandag d. 3/6 kl. 15.00 byder vi indenfor i Bredgade til...
Det vil sikkert interessere dig at vide, at vi sender alle ordrer over kr. 750,- gratis!
Vores navn taget i betragtning kommer det næppe som en overraskelse, at vi har Montana-produkter i
vores udvalg - så for den, der altid har drømt om at komme i gang med Montana (eller den, der netop er
begyndt på det), såvel som den, der trænger til at supplere op, er det hele netop blevet meget nemmere.
Til at begynde med drejer det sig om nogle få, udvalgte units i en enkelt farve, samt lidt tilbehør - men mon
ikke det udvalg kommer til at vokse.
Det er dog langt fra det eneste, du nder hos os...
foto: Egon Gade - stylist: Gitte Kjær
udgivelse af “Living vol. 4” - Montana’s årlige inspirations-katalog, stylet af Gitte Kjær og
fotograferet af Egon Gade. Se udvalgte opstillinger “Live”, og få et eksemplar af kataloget med
hjem
Louise Roe @ Mobile: - designer Louise Roe viser boligaccessories og mode fra sin kollektion,
og vi giver 20% på tøjet
Forårs-lounge-musik v. DJ Karsten Loud
Vel mødt Vi glæder os til at se dig - tag gerne en ven med!
(send evt. denne invitation videre ved hjælp af linket oppe i øverste højre hjørne)
Ret dine tilmeldinger | Afmeld
Montana Mobile - Bredgade 24
1260 København K
www.montanamobile.dk
Example from Montana Mobile, user manual (in Danish):
Written for the benefit of a user, who
• possesses minimal IT user skills
• is un-experienced in the use of back end systems or web sales
• is a first-time user of the particular system, or
• has a problem requiring immediate resolution
Result: all personnel can carry through a web sale without help, from the order
is placed until the package is sent
Webshop vejledning
Når der indløber en ordre på webshop, modtager vi automatisk to emails: Én med en kopi af ordrebekræftelsen fra
webshoppen, og en elektronisk betalingskvittering fra Quickpay.
(bemærk, at begge emails skal ankomme, før et køb er gennemført kommer der kun en ordrebekræftelseskopi, og
ingen Quickpaykvittering, er betalingen sandsynligvis fejlet. I det tilfælde kontakter man kunden og beder dem prøve
igen)
Disse to emails er signal til, at vi kan gå i gang med at køre ordren gennem vores eget system det foregår på følgende
måde:
1. opret ordren i NAV, med varenr. 2002 (MONTANA WEBSHOP, hedder den). Husk at holde øje med, om det er hele
eller halve ophæng, moduler med eller uden m.m.
2. forsendelse:
● mindre ting (ophæng, puder, sokler m.m.) med Post Danmark, helt almindelig forsendelse, godt og forsvarligt
emballeret (især hvis det er glas!!)
● moduler:
○ hvis det er i NT’s normale udkørselsområde, plejer han at tage den
○ hvis det ikke er, har jeg sendt med Danske Fragtmænd men så skal varen herind forbi;;jeg har forsøgt
at sende dem og hente varen ved GRID (så skal man give DF adresserne i telefonen), men det gik i
fisk. Turen bestilles på tlf. 7252 7777. Bemærk også, at de leverer til private, men der skal være nogen
til at modtage varen, og det er ikke muligt at få et præcist tidspunkt.
■ Bjarne er indforstået med at finde ehandelsvarer frem, mens NT er på ferie, og få dem ind til
butikken
○ Små moduler (1261, 6112) kan reelt godt sendes med Post Danmark, det har jeg dog ikke prøvet...
Ved forsendelsen printes leveranceseddel og faktura fra NAV de foldes i tre, med leverancesedlen forrest, og lægges i
en plastklistrekuvert (i skuffen oven over visitkort), så man kan se adressen, men ikke, hvilke varer det er, eller hvad de
koster.
2a. hvis kunden har valgt “jeg afhenter selv i butikken”, gøres tingene klar, og så logger man på webshoppen, går ind
på ordren, og finder feltet “Ordrebemærkninger” der skriver man noget i retning af “kære X, din bestilling står nu klar til
afhentning i butikken i Bredgade. Se evt. www.montanamobile.dk for åbningstider. Venlig hilsen...” og så vælger man
“Kundebemærkning” og klikker “Tilføj”. Så sendes bemærkningen automatisk til kundens email.
3. “Capture” af betaling og opdatering af ordrestatus i webshop: Når varen afsendes, bogføres ordren selvfølgelig i NAV,
og så skal man også hæve betalingen det gøres ved at logge på webshoppen, gå ind på ordren under WooCommerce,
og klikke på “Capture” i højre side for oven.
CV
"Design is not just what it looks or feels like - design is how it
works"
Steve Jobs
2012: Montana Mobile A/S, store manager
2009: Rue Verte Plus ApS, assistant manager, interior advisor og sales
communications and PR manager, webshop developer, IT support manager
2007: Mekavi ApS, interior and lighting advisor, sales, communications & PR manager
#Self-employed
#Sales
#Leadership &
Administration
2014: Jesper W. of Copenhagen
various clients, e.g. Georg Jensen, Wallbreaker Dynamics ApS, TH Design
2005: Company renamed as Jesper W. of Copenhagen
Exhibition at Scandinavian Furniture Fair, STATION 1 // Jesper W. of Copenhagen
Project Manager, Nasa Extreme Makeover, for Johannes Torpe Studios
Exhibition at TEKO, Herning
Exhibition at Routes konference, Kødbyen, Copenhagen
Lighting and decoration, Fanny Foxy Fashion Fair Five, Kødbyen, Copenhagen
Personal assistant to Sebastian Holmbäck, Studio-B
Exhibition at Nordic Music Awards
2002: Terminated position at Rud. Rasmussen to launch DIScantus CPH design company
#Project
2003: Exhibition at “Scandinavian Furniture Fair”, DIScantus CPH
Creates “Grant’s Chair” network for creative professionals
External design advisor, Yask Furniture Factory
#Design
2004: Exhibition at “Scandinavian Furniture Fair”, STOL-04
#Self-employed
#Leadership & Administration
2006: Project Manager, Welltec, for Johannes Torpe Studios
3D-visualisation for, among others, Glahn & Jäpelt, Studio K and Linde & Linde
Project collaboration with Studio K for Carlsberg og Vega among others
Studies and collaborations regarding Second Life with, among others, TV-2 og Dansk Røde Kors
2001: Quality and logistics supervisor, Rud. Rasmussens Snedkerier
1996: Started traing as Cabinet Maker at E. O. Jönsson A/S
1994: Completed educations as a muscular therapist
Launched “Life’n Sports”, sports and general massage service
#Manual
#Education
1999: Completed training as Cabinet Maker, employed at E. O. Jönsson A/S
1992: Initiated education: Medically examined sports-masseur and muscular therapist, DMF
1990: Trained for NCO at Sergentskolen i Sønderborg (147mm TOW-missile commander)
Transferred to Den Kongelige Livgarde (Royal Life Guard), serving as a supply sargeant
1989: High school exam, mathematic/musical line
Drafted into service, Danske Livregiment, selected for NCO school
Jesper Wille - tel +45 2329 3008 - www.jesperwille.com - [email protected] - twitter.com/jwcph
Thorsgade 69, DK-2200 København N
#Education
#Art
1991: Discharged with high marks from military service
Employed at ISS Slagteriservice, sanitation worker
Guitar player, singer and songwriter with several bands
Busker/street performer