Human Experience Framework

Author: Sharon Don 9.9.2012

1

HEX

2

Delivery todayConsumer needsConsumer HEX-olutionWhat is HEX?HEXlo’s theoryHEX stuffHEX-assessHex-alateHEX planBack up

3Source: Corporate Executive Board

The statistics: Of 271 programs that delivered on time and budget, on average

only 53% of desired business outcomes were achieved.

…Deliver greatest VALUE to Customers

Our program deliveries must be about people

We must ensure every program delivery creates an emotional connectionA brilliant experience = loyal and engaged customers

4

Easy to use Simple & clearRelevant & useful

…Ensure in every program delivery, we show “WE

CARE”?

…Embrace VALUES in every program?

How do we….?

..put Customers & employees

at the heartof every decision

we make

Link made on projects to key levers for

NPS

The Human Experience (HEX) framework has been developed

for use across all programs to:

5

Show how we care – Brand values

Customers

are at the heart of every

decisionwe make

Iterations made

throughout delivery and post launch are

based on real users and

customers feedback

Provides a superior experience to our

customers via

optimal design for Human Experience

CareFreedom from

irritating obstacles

(reduced discomfort & stress, improved brand

image)

EfficiencyLeast resources

expended

(Increased use of features, wider range of

capability)

EffectivenessAccuracy &

completeness

(reduced rework, CRs, training and support costs)

How we turn people on

Ensure the Brand Promise, the required Customer Experience and the User’s ergonomic needs are integrated into what we deliver

Based on ISO standards, HEX incorporates Brand, Usability & Customer Value

• B• B• B

• B• B• B• b

Our Human Experience(HEX) Framework will ensure that human-centred methods are used throughout the system life cycle

7

Meaningful (has personal significance)

Pleasurable (memorable

experience worth sharing)

Convenient

(Super easy to use, works like I think)

Usable

(Can be used without difficulty)

Reliable

(is available and accurate)

Functional

(works as per designed)

I Trust you

I feel Rewarded

I Love this Service

Does what it’s supposed to

(Makes me feel Smart)

It always works

(Sustainably)

It Works

(as on the box)

Brand value

Focu

s o

f H

EX Focused on Experiences

(People, Activities, Context)

Focused on Tasks

(products and features)

Program Delivery

HEX Framework

Brand values

• I Trust you• I Feel Rewarded• I Love what you do

Customers & employees are at the

heart of every

decision we

make

HEX

+ what else& how?

OPTUS

HEX provides options to ensure we consider brand customer & user experience values before, during and after program delivery

Vision Tree’s

Personas

User Stories

Use Cases

Wire frames/Prototypes

Visual Guidelines

User Validation

Testing Guidelines

Customers & employees are at the

heart of every

decision we make

0-10 10,000 5mil 10mil+

Immediately noticeable Direct

impact

Transparent-Indirect change

Somewhat noticeable

Significantly noticeable

Small user group Optus staff Our Customers

Infl

uen

ce o

n C

ust

om

er V

alu

e /

Usa

bili

ty a

nd

Bra

nd

People (humans) impacted by the change

Internal Customers or specific Customer segments

LOW

HIGH

Low HEX

Critical HEX

Medium HEX

High HEX

All customers , Australian marketplace – or global!

• Small change scope• Small communityE.g. IT platform upgrades Call Centre software

upgrade

• Small change scope• Large communityE.g. Network upgrades Version upgrades

• Large change scope• Large communityE.g. New product launch

to all segments Customer self service

• Large change scope• Small communityE.g. Satellite Enhancements

….HEX evaluationdepends on:

HIGH

• number of people impacted

• influence of the change on experience & brand values

Addressable market or more (Aust. Population)

Every program must consider our Brand promise, Customer & User Experience…

How do we….?

Selective, relevant, co-ordinated comms Honey Considered Comms

Awareness/

Buy/Conne

ct/Use/Ren

ew

engagement,

loyalty?

5 8 0 0 8 0 42.63

Disruptive brand experience Honey Pre-paid Rewards Competitive Advantage

Awarenes/

Buy/use/re

new

churn,

recharge

value,

engagement,

acquisition

OSATCON,

PRDSAT_10,

PRDSAT_2,

Rel_1, Rel_3,

Rel1, PRCSAT_4 10 0 0 0 10 0 21.2

Stand out from the competition Honey Pre-paid Rewards Competitive Advantage

Awarenes/

Buy/use/re

new

churn,

recharge

value,

engagement,

acquisition

OSATCON,

PRDSAT_10,

PRDSAT_2,

Rel_1, Rel_3,

Rel1, PRCSAT_5 10 0 0 0 10 0 21.2

Create a “slap in the face” Honey Pre-paid Rewards Competitive Advantage

Awarenes/

Buy/use/re

new

churn,

recharge

value,

engagement,

acquisition

OSATCON,

PRDSAT_10,

PRDSAT_2,

Rel_1, Rel_3,

Rel1, PRCSAT_5 10 0 0 0 10 0 21.2

Optus must be top of mind Honey Competitive Advantage

Awareness/

Use/Query/

Renew

churn,

recharge

value,

engagement,

acquisition 10 0 0 0 10 0 21.2

Improved customer service Honey Not addressed Cust ServiceUse/Proble

m/Query

engagement,

loyalty

ease of use 0 0 0 0 0 0 0

Simple redemption (for themselves) Shiny Free days Free Days Use/Renew

ease of

use/access

engagement

recharge

value

PRDSAT_2,

PRDSAT_10,

PRDSAT_11,

PRDSAT_1

PRCSAT_3,

PRCSAT_4,

Rel_1, Rel_2,

Rel_3 5 0 0 0 10 0 15.45

Customer Servi

ce

36.5%

Billing

24.4%Pricin

g

8%

Relationsh

ip

9.7%

Network

10%

Product

11.5%

Identify HEX components not being met and

escalate for appropriate decision authority

MD Decision

Customer Decision

Core team Decision

What is the Hex impact - how many

users &/or customers will be impacted?What are the key critical requirements and the Minimal Viable Product?

Program delivery is all about managing risks, trade-offs & making decisions

MD or Sponsor decision to proceed

Risks/Issues referred to the Relevant Steering Team representative, for EG Customer risks/issues will be referred to Customer Representative on the Steering team

Core team empowered to deliver and make decisions on HEX / CE impact

do the right programs that deliver

both customer value & $$$?

manage the trade-off between

time, budget & quality?track & realise our benefits?

get the right people to make the

right decisions at the right time?

1 2 3

4

Relevant

Understand

Users

Define

Interaction

Prototype Design

Measure Validate

Innovate Plan

Simplicity

People Focus

We Care

Collaboration

Excellence

Integrity

Intelligence

Relevant

I trust you

It’s Possible

Simple

Trust

I love what you do

I feel

rewarded

No Problems

“The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are indistinguishable from it.”

Wave 1 - Kick OffTrial programs

Define success->test plan

Coach, mentor teams

Test, learn &improve

Wave 1 ReviewRetrospective –Learning

Change Management – Scale

Measure results - KPIs

Improve and select next projects

Wave 1 - OperationsChange implementation strategy

Documentation to QA acceptance standardTest, learn &improve

I feel

confident

Spirit

Challenging Leadership

Anticipate

needs

DELIVER MEASUREVISION

HEX Lifecycle

LEARNING | KNOWLEDGE | INSIGHTS

Starts long before the program and ends long after launch

HEX Vision Tree Template

14

Approach this exercise as a way to agree the value statement of the project so your entire team is

united in its vision and objectives.

Express no more than 3 problem statements from an

end-users perspective and

the functions that would

resolve these

Understand Users – Persona’s

15

HEX Persona Template

16

Try to define a few different personas so you can view *the customer* or *user* as real individual people with differing backgrounds, frustrations, motivations & goals.

Approach this exercise based

on the target segment/s identified for the product or

capability you are building

Define Interactions – Scenario’s

17

A scenario is a story about someone (usually your users) using whatever is being designed to carry out a specific task or goal

“Walk a mile in another man’s shoes”

HEX User Story Template

Approach this exercise not to create fully fleshed user stories.

Instead, outline functionality using a statement that might start with

"It would be great if… …I <persona> could

<function> so I can <value>

AO

P /

Ad

Ho

c C

on

sult

s

HEX within the Program Process

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CONCEPT

• Vision Tree / Scope statement

• Persona

• Scenarios (day in the life of)

• HEX goals

• Customer Experience Impacts

• Brand Value Impacts

• Business Justification/ Recommendations

PROGRAM EXECUTION

• User Stories / Use Cases

• Straw Man/ Prototyping

• User Feedback

• Customer Experience Pulse check

• Brand Value Alignment

• User Journey / Navigation

• Brand / Visual guidelines / User guide

• Sitemaps / Wire frames

• Business Acceptance Criteria / BRT

POST LAUNCH

• HEX Review

• ISO Standard 16024

Business ArchitectureBusiness Architecture Impact Assessment

Business Benefits Realisation

Take the results and use as input to the next program

Bu

sin

ess

Cas

e

HEX

Res

ou

rce/

Ris

k P

rofi

le

Use proper tools to capture requirements rather than ‘gather’

and ‘collect’

Making sure that requirements are not allocated to systems ineffectively by linking with

Business Architecture

The Quality Triangle and its role in delivery

BrandCorporate

Brand

Product Brand Strategy

Brand Objectives

Customer Vision &

Value

- MVP

- VOC Priority

Are these being met?

How? UXHow is the sum

experienced

- User experience

- How pleasurable

Cost

Time Quality

Manage Risks & trade-offswith Business

YES or NO? Assign to a decision maker atappropriate authority

Typically, programs and projects

focus on cost & time to delivery.

Time, Cost & Quality are all key ingredients to successful project

delivery. HEX Quantifies the Quality Triangle.

21

EstimationUse in Concept phase to estimate business value, effort & negotiate scope, based on budget

Budget of $50K:

I now choose requirements with

most business value

OR make more informed decisions

to reprioritise requirements

Bang for BuckAverage Value (x1000 to get a

readable number) / Effort

This number is designed to give you a relative score to assess

your requirements

L4 Vision Tree

Inputs• Engaged Business owner : accountability• Customer value assessment• Prioritised User Stories • Technical person to do estimate

• B• B• B

• B• B• b

Usable

(Can be used without

difficulty)

Reliable

(is available and accurate)

Functional

(works as per designed)

Un-usable

(difficult to use)

Unreliable

(inconsistent)

Non-functional

(doesn’t work properly)

I can make it work for me

(Makes me feel Smart)

It always works

(Sustainably)

It Works

I can’t make this work

(makes me feel stupid)

It works sometimes

(causes frustration)

It doesn’t work

(lost my trust)

The downside of Negative HEX