strategic ux - good design = good business

STRATEGIC UXHow good design can build a successful business

@ultramanme@eewei.com

Eewei Chen / @ultraman / me@eewei.com

UX is my life

Connect users with the business

ANYTIME

SKY GO

MOBILE WEB

“An experience strategy is that collection of activities

that an organisation chooses to undertake to deliver a

series of interactions which, when taken together,

constitute a product or service offering that is superior in a meaningful, hard to replicate way; that is

unique, distinct & distinguishable from that available

from a competitor.”

- Steve Batty, VP IxDA

http://techcrunch.com/2012/06/11/apple-announces-ios-6-wwdc/

What is a UX Strategy?

“The best way to predict the future is to create it.” - Peter Drucker

Why do we need a UX strategy?

These companies no longer exist

These companies, no one can live without

Survival

for now any way :-)

Impact

1903Wright brothers

first flight

1886Ford Model T

first car

1937302

first phone

1943Biro

first non drip pen

1975Xerox star First GUI

1957Helvetica

First unobtrusive typeface

1996Motorola Startac

first mobile phone

2007iPhone

First true ‘Smart’ phoneiPod, internet, phone

Balance

Optimise and fix

Tactical

Innovation

political

process, process,

process

old tech

over analysis

less risky

not connected (too far)

comfortable

short sighted

too busy

quick results

(tip: innovation is key to survival)

An index of design aware companies outperformed the FTSE All share by over 200% in both bull and bear markets over a 13 year period - Design Council

Business purpose and needs

Hopes, Fears, RAIDs(incl. Competitors)

User behaviours and needs

Value map

Prioritise Build team Business model Elevator pitch

Interactions and journeys

Validate

join a bunch of activities tocreate great stuff to

survive*

Connection*improve or differentiate against

Why do we need a UX strategy?

• Ensure survival

• Make an impact

• Balance innovation and tactics

• Build a valuable business

• Connect the dots

Measurable results!

“If I asked people what they wanted, they would have said ‘Faster Horses’.” - Henry Ford

Problems, trends & opportunities

Problems

Sky Voice of the Customer report March 2012

consistently low

Omniture, TeaLeaf, Radian 6, customer surveys, interviews

Trends

customer

customer customer

customer

customercustomer

customer

Stakeholder

Trends

TrendsTrends

Trends

customer

Opportunities

Mobile payments

Mobile advertising

Second screen consumption sentiment analysis

Formula for success

Problem+

Trend+

Opportunity=

Success

Step up!

Business ownerStrategy / Planning

MarketingCustomer insight

UX DesignGraphic Design DevelopmentOperations

Sales Customer ServiceCustomer Training

BrandHR

Finance

Founder

Director of design

Design team lead

Futurist

UX Lead

Creative Director

Strategy consultant

Designer New business guy

Producer

“Efforts and courage are not enough without purpose and direction.” - John F. Kennedy

Define the value proposition

Golden Circles

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Purpose

• Why? Write a sentence that describes your purpose.

• How? Match your purpose with design principles.

• What? Sell them products and services they will fall in love with.

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

Sum it up

• Focus on main customer behaviour & need

• Highlight an important benefit

• Describe how you are different or better than a competitor (USP)

Competitor advantage

• Conduct market research and competitor analysis (e.g. SWOT).

• Select 2 important features and map your brand against competitors.

• Decide to improve or differentiate.

Better or Different.

Funny!

Shocking !!! Accepted

Not Funny.

http://www.slideshare.net/dmc500hats/how-to-pitch-a-vc-or-angel

Business model

• Match (relationship, channels) value proposition to customer needs

• Identify key people, activities and partners

• Balancing cost and ROIhttp://www.businessmodelgeneration.com/canvas

“You’ve got to start with the customer experience and work backwards to the technology. ”

- Steve Jobs

Understand the customer experience

The customer

• Street interviews and focus groups for early insight

• Brainstorming using empathy maps to drive out features

• Personas to compare customer segmentsEmpathy maps: http://www.gogamestorm.com/?p=42

The journey

• Customer behaviours & needs

• Functionality with most impact.

• Prepare to story map

Empathy maps: http://www.gogamestorm.com/?p=42

Validation

• HTML prototype

• Recruit 200 online participants

• 3 remote RITE sessions over 1 week

• Instant results + quick analysis

• Cost effective. Good enough to build!

“If I can’t picture it, I can’t understand it.” - Albert Einstein

Build the right things

• Team roles & responsibilities

• Objectives and user stories

• Road map for budget approval

Market

• Marketing strategy plan and timings

• Let them know what you need

• Consistent tone of voice and brand messagingEmpathy maps: http://www.gogamestorm.com/?p=42

TV Mobile web

Billboards Direct marketing Other?

• Be very choosy. Ask for volunteers. Empower excellence!

• Get people to clarify and define roles and responsibilities.

• When to work in ‘pairs’ and co-locate if needed (Agile, Lean)

Vision

• “Hopes and Fears” (success and failure)

• Risks, Assumptions, Issues and Dependencies. Answer unknowns!

• Features against spend, ROI, KPIs met

Empathy maps: http://www.gogamestorm.com/?p=42

Remembertechnology!

Principles

innovative = early adoption (new prospects)useful = can’t live without it (stickiness)aesthetic = love it (customer satisfaction)understandable = easy to use (complaints)unobtrusive = expressive (personalisation)honest = trust (cross sell)long lasting = timeless (less updating)thorough = all they need (pref. over competitor)environmentally friendly = fits lifestyle (use all the time)as little design as possible = uncluttered (speed)

606 Universal Shelving System, 1960, by Dieter Rams for Vitsœ

http://www.vitsoe.com/en/gb/about/dieterrams/gooddesign

Wireframes

• Page component layout

• User flows

• Interaction models

Guidelines

• Document lightly (fonts, colours)

• High level rules, design rational, flows

• Page templates, components, css stylesheets and ux pattern library

components

Story Map

• Group user stories under epics (remember customer journeys?)

• Prioritise on KPI impact, cost and dependencies (MoSCoW).

• ‘Thin slice’ to ensure holistic joined up journey for Release 1

Launch

TeachThink

Prioritise

Awesome team

Cool tech, clever partnerships

BuildMeasure

ResearchAnalyseUncover

Release*

*Good enough prototype, roadmap, recommendations

understand explore prototype

Build, measure, learn

• Keep it lean and prepare to fail fast

• Track data and split test (cohort analysis)

• Learn from the results to make improvements

• Keep doing this!

“The unexamined life is not worth living.” - Socrates

Learn, measure, & improve

Facilitate

• Get UX strategy in to business and delivery processes

• Be part of the RACI (rules of engagement)

• Set up a design authority

Evangelise

• Give expert talks

• Facilitate creative workshops

• Mentor teams

Improve

Optimisation and fixes

Tactical Projects

Innovation

Optimisation and fixes

Tactical projects

Innovation

*Innovation needs to be practical

OK to get ‘fired’Innovation subversives don’t all fit

The Association for Managers of Innovation studied why corporate innovation champions struggle to survive.! The study looked at what actions and behaviours put these managers at risk in their efforts to evangelise.! Of the 15 innovation champions in the study, 10 left their organisations and became consultants, 4 joined smaller or start-up companies, and 1 retired.

None returned to a Fortune 500 company.! Most of the consultants* have as their clients Fortune 500 companies and, in some cases, their former employers.

*consultant is not a ‘dirty’ word any more!

Believe

• Start small fires that make a difference in a big way. OK to fail.

• Persevere past early stage adoption till it becomes second nature.

• Pivot when it starts feeling out of date and make it more relevant.

customer

customercustomer

customer

Thanks

Testimonials*

“Ideas look great and are really well thought out. I love the way Agile principles are referenced throughout. Powerful and insightful.” - Jonathan Rassmussen, The Agile Samurai

“I can’t see why anybody wouldn’t find all these ingredients useful. Some real gems here.” - Julien Fourgeaud, New product wizard, Rovio

“Eewei is always scribbling ideas on what ever he can get his hands on including napkins, beer mats and even his hand! It is about time these concepts saw the light of day. Awesome, awesome, awesome.” - Darius Kumana, Principal, ThoughtWorks UK

http://pragprog.com/

25% discount code: PragProgEeweiChen101

Valid after August 3 2012Q & A

1. WHY DO WE NEED A UX STRATEGY?

• Who will survive?• Tactical is not good enough• Good design defines history• Use good design to improve business• What is a UX Strategy?

2. UNCOVER PROBLEMS & OPPORTUNITIES

• Problems• Opportunities• Innovate • Gain respect

3. DEFINE THE VALUE PROPOSITION

• Golden Circles• Elevator pitch and Statement• Value Map• Business Model Canvas

4. UNDERSTAND THE CUSTOMER EXPERIENCE

• Interviews, focus groups, empathy maps and personas• Customer Journey Map• Early usability testing

5. BUILD RIGHT THINGS

• Plan • Brand, Marketing & Advertising • The A-Team • Clarify the vision • Design principles• Wireframes • Design guidelines• Story Map• Build, measure and learn

6. GET MORE TO DO MORE• Build up enough momentum• 10 commandments

7. LEARN, MEASURE & IMPROVE

• Facilitate Change• Evangelise the strategy• Keep improving• Don’t be afraid to get fired• Don’t stop believing

8. Q&A

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