自我轉型是創新旅程的開始_raven chai

2016 International Forum

自我轉型是創新旅程的開始 Self transformation is the start of innovation journey

Raven Chai 蔡文强 Founding Principal Consultant 創始人及首席諮詢師 UX Consulting, Singapore

2016 International Forum

What we do Consultancy | Training | Coaching

Experiences accumulated from 170+ projects over 10 years

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My work gives me the privilege and opportunities to observe failures & successes of customer-centric and

innovation projects at close proximity.

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Two Stories

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Elevate the level of customer experience

Lack of digital roadmap and metrics to measure project success & failures

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Re-alignment of digital and retail Experience

Next Generation Digital Retail Store Revamp Corporate WebsiteNext Generation Online Store

3 strategic projects being commissioned

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1 singtelshop.comRedesign to complete the integration of package purchase flow

> 20% sales revenue

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2 Digital retail store experienceService design prototyping to build immersive retail experience

↑40% sales revenue

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3 singtel.comChanged the mindset and internal culture on evidence-driven design approach

Ongoing Customer Research Activities Web Analytics + A/B Testing

Strategy, Planning & Restructuring Design & Technology Implementation

Integrate design capabilities within tech & business teams Develop digital UX strategy to realign product vision

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Key challengesSuccesses and failures are evaluated at project-level,

but not from an overall organisation’s competencies perspective.

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What worksSome degree of continuity in the strategic goals being set,

as there is a tendency for the same group of people in the driving seat.

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What it fails to deliverCreate a pool of advocates and champions towards the

culture of customer-centricity, resulting the difficulty to scale project successes in the speed it deserves.

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Redesign and simplify online securities platform across multi-devices

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Complex business rules & processesUnknown feature sets that are both wide and deep

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Set a product visionConsistent User Experience across platforms

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what, when, why, who and howConduct 1-on-1 depth interviews to validate the customer

personas, prior proceeding to design phase.

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Iterate, iterate, iterate

Test

PrioritiseIterate

Focus on areas that need validation

Pick your battlesKeep up with the pace

It feels like running a marathon for 16 months

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Establish clear objectives and way of working

Debrief after each session is completed. Facts are derived from observations, Use evidence to make design decisions. Final decisions are made by product owners (designers), not senior management

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Be ready to be adaptiveUnderstand the context on how people use different devices to perform their tasks

• Perform a large subset of user tasks as per web platform

• Consume info and read news in an enjoyable way

• Makes sharing easy

• Timely alerts

• Perform simple transactions

• Updates on the move

• Perform complex, time-sensitive transactions in single or batch orders

• Customisation and personalisation tasks

• Analysing multiple sources of information

• Management of portfolio

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Build partnership with stakeholdersConsensus building & problem solving as a team from different BUs CX workshops & lab observations are mandatory for all stakeholders

Reference: Sarah Bloomer. Changing the UX Mindset UXSG Conference, 28 Jun 2013 + useit.com/alertbox/process_maturity.html

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Key challengesWhile customer experience is being valued across the organisation,

the mindset of business agility has not reach the same level of adoption to match their aspirations.

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What worksThe first design hardly ever wins.

Relentless iteration is the pathway to powerful design.

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What it fails to deliverImbalance power distribution and approaches towards projects

between customer experience activities and technical implementation processes.

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Starting point of transformation journey differs from each organisations.

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At the heart of effective organisation transformation is storytelling with evidence.

This is an opportunity of the century for designers today to take the center stage in any businesses.

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Too often many projects bring the technical skills, processes and methodologies, but doesn’t bring the

storytelling and narrative.

It is the mastery of storytelling that empowers you to shape perceptions and construct meaningful

conversations.

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Learn to adapt and adopt practices for the right context. Business goals, user needs and technical

know-how differs from each organisations.

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are we doing it right? organisation-wide

are we able to do it repeatedly? team-level

do we know how to do it? individual-level

Methodologies

Processes

Skills

How most organisations build competencies

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are we doing it right? organisation-wide

are we able to do it repeatedly? team-level

do we know how to do it? individual-level

Methodologies

Processes

Skills Trust

Accountability

Ownership

Introducing the soft skills spectrum

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are we doing it right? organisation-wide

are we able to do it repeatedly? team-level

do we know how to do it? individual-level

Methodologies

Processes

Skills Trust

Accountability

Ownership

Essential attributes to succeed in 21st century

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Requires both directions to build these attributes

Ownershipare we doing it right? organisation-wide

are we able to do it repeatedly? team-level

do we know how to do it? individual-level

Methodologies

Processes

Skills Trust

Accountability

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Business innovation is always costly, building trusted innovation is probably the best way to manage risks.

5 waves of trust Self-trust

Relationship Trust Organisational Trust

Market Trust Societal Trust

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Organisation transformation tends to start with only a few individuals who doesn’t know the answers, but

posses strong resilience in their characters to navigate uncharted waters.

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Attempting to change everyone’s perspectives is a futile effort, shifting our own mindset is the catalyst of

meaningful conversations.

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If we can’t transform ourselves, how can we expect to transform society, communities

and products & services we aim to create.

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Thank youRaven Chai 蔡文强

Email: raven@uxconsulting.com.sg Twitter: @ravenchai