UX VISIONEVOLVINGIN AN AGILE ENVIRONMENT

Lilach KantorUX expert @ NICE Enterprise

The NICE

Customer Journey

How? Why?

The questions

The questions

Customer

behavior patterns

HOW CAN WE IMPROVE THE CUSTOMER EXPERIENCE???

This is Dave

Canceled account

Called customerService - IVR

Visitedweb page

Receivedemail

Talkedto agent

Dave

Canceled account

Called customerService - IVR

Visitedweb page

Receivedemail

Talkedto agent

Dave

Dave

Differing perspectives

Dave’sperspective

Organization’s

perspective

One organizationBranch / Mobile /

Website / Call center

Back office Email

Website

Call Center

IVRCall

CenterVoice

Visualizing a single journey is simple

Visualizing multiple journeys is complex

HOW DO WE VISUALIZE BIG DATA?

Identify patterns

Consolidate the view

Aggregate journey data

1 2 3 4 5 6 7

100%120,000

100%120,000

50%60,000

100%120,000

50%60,000

80%48,000

45%

100% 25%

20%

20%

50%

100%

88%

100%

100%

100%

45%2,250

100%5,000

25%1,250

20%1000

20%450

50%1,125

100%1,250

88%880

100%880

100%1,125

100%450

45%2,250

100%5,000

25%1,250

20%1000

20%450

50%1,125

100%1,250

88%880

100%880

100%1,125

100%450

IS THE UI EFFECTIVE?

Test it with real users

How many journeys Started

here?

45%2,250

100%5,000

25%1,250

20%1000

20%450

50%1,125

100%1,250

88%880

100%880

100%1,125

100%450

How many journeys Started

here?

45%2,250

100%5,000

25%1,250

20%1000

20%450

50%1,125

100%1,250

88%880

100%880

100%1,125

100%450

How many journeys

ended here?

45%2,250

100%5,000

25%1,250

20%1000

20%450

50%1,125

100%1,250

88%880

100%880

100%1,125

100%450

45%2,250

100%5,000

25%1,250

20%1000

20%450

50%1,125

100%1,250

88%880

100%880

100%1,125

100%450

WE LOST CLARITY

Where does the Journey start?Where does it end?

Validating possible solutions

1 2 3

Most effective solution

1 2 3

45%2,250

100%5,000

25%1,250

20%1000

20%450

50%1,125

100%1,250

88%880

100%880

100%1,125

100%450

Ended here30%675

Ended here100%450

Ended here100%1,125

Ended here100%880

Ended here100%1,250

Ended here12%120

Ended here10%500

45%2,250

100%5,000

25%1,250

20%1000

20%450

50%1,125

100%1,250

88%880

100%880

100%1,125

100%450

Ended here30%675

Ended here100%450

Ended here100%1,125

Ended here100%880

Ended here100%1,250

Ended here12%120

Ended here10%500

BEHIND THE SCENES – THE UX PROCESS

Product concept

Prototype

BrainstormingProduct

requirements

Product concept

Prototype

BrainstormingProduct

requirements Product Roadma

p

Product Roadma

p

Focus on:• User stories• Good usability• Business needs• Innovation• Real data

• Future capabilities

Short Rangedevelopment

Long rangeVision

• User stories

• Good usability

• Business needs• Innovation • Real data• Future capabilities

2

different designs!

Business needs

UX Concep

t

Detailed design

Visualdesign

Design 1: Designing a long range vision

Design 2: Designing for short range development

Release plannin

g

2st sprintUX design

1st sprintUX design

1st sprint

planning

Visualdesign

2nd sprint

planning

Simultaneously

Business needs

UX Concep

t

Detailed design

Visualdesign

Release plannin

g

2st sprintUX design

1st sprintUX design

1st sprint

planning

Visualdesign

2nd sprint

planning

Simultaneous design

Advantages:

• Deeper product understanding

• Unified product vision

• Internal product promotion

• Faster design process

Business needs

UX Concep

t

Detailed design

Visualdesign

Release plannin

g

2st sprintUX design

1st sprintUX design

1st sprint

planning

Visualdesign

2nd sprint

planning

Usability

testing

Usability

testing

Short Rangedevelopment

Long rangeVision

Usability

testing

Usability

testing

TAKEAWAYS

Don’t oversimplify your design

Validate both the product and the planned solution

Invest in your vision!

Questions?