lean ux in the experience economy 2018-02-08آ  lean ux:= rapid prototyping of the user experience...

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  • (C) 2017 Michael McKay 1

    Lean UX in the 
 experience economy Michael McKay,, M.Sc.Design Strategist, 
 Member of The Danish Council

    Photo: Google images

  • (C) 2017 Michael McKay 2

    Why Lean UX now?

    What is Lean UX?

    How can we use lean UX?

  • (C) 2017 Michael McKay 3

    My path to customer centricity

  • (C) 2017 Michael McKay 4

    Why Lean UX now?

  • (C) 2017 Michael McKay 5 Franz Reichelt, 1912, Photo: Google images

  • (C) 2017 Michael McKay 6Franz Reichelt, 1912, Video: Youtube

  • (C) 2017 Michael McKay 7

    in the customer experience economy, 
 design thinking is the new arena for innovation

  • (C) 2017 Michael McKay 8

    design thinking offers a set of tools and thinking styles 
 tuned for rapid, lean and agile work modes

  • (C) 2017 Michael McKay 9

    Technology Design

    Business

  • (C) 2017 Michael McKay 10

    Technology Design

    Business

    User Experience

  • (C) 2017 Michael McKay 11

    lean UX:= rapid prototyping of the user experience first, 
 successively adding layers of technology development, business

    model generation and user interface design as a team

  • (C) 2017 Michael McKay 12

    Technology Design

    Business

    Lean 
 UX

  • (C) 2017 Michael McKay 13

    startups and agile businesses are at 
 an advantage point fitting in to the new economy.

  • (C) 2017 Michael McKay 14

    grown and mature companies face several challenges 
 while adopting this new behaviour

  • (C) 2017 Michael McKay 15

    What is Lean UX?

  • (C) 2017 Michael McKay 25

    Severe customer pain

    Light customer pain

    Low feasibility at our company

    High feasibility at our company

    Prioritised long term solution

    discovery

    Prioritised for solution discovery

    Low priority items for product

    optimization

    Significant and easy to implement

    Insignificant problems nice-to-have and easy

    Significant but requires

    work

  • (C) 2017 Michael McKay 28

    Starting 
 Point(s)

    Theme#1

    Theme#2

    Theme#3

    Theme#4

    Theme#5

    Customer Research

    Customer Problem Themes

  • (C) 2017 Michael McKay 29

    Day#1 
 Empathy

    Day#2 
 Ideas

    Day#3 
 Filter & Select

    Day#4 
 Iterate

    Day#5 
 Experience Story

    Design Workshop

    Customer Problem Themes

  • (C) 2017 Michael McKay 30

    Validated Product & Service Concepts

    5 Day Design Workshop

    Day#1 
 Empathy

    Day#2 
 Ideas

    Day#3 
 Filter & Select

    Day#4 
 Iterate

    Day#5 
 Experience Story

    Customer Problem Themes

    Customer Segmentation Idea

    Catalogue Solution portfolio and

    roadmap

    Short term, long term

    and hero product concepts

    Go to market strategy with talking points for

    the new solutions

    Validated Customer Experience Prototype(s)

    and value propositions(s)

    Customer Problem Themes Customer Problem Theme videos

    Solution Validation videos

    High Fidelity Experience Prototypes

  • (C) 2017 Michael McKay 31

    Launched Products & Services

    Experience Validation

    #1 Experience
Validation #2

    Experience
 Validation

    #3

    Agile Development

    Validated Product & Service Concepts

    High Fidelity Experiences

  • (C) 2017 Michael McKay 32

    Empathy Ideas Filter & Select Iterate

    Agile Implementation

    Story User Research

    Starting 
 Point

    Customer Problem Themes

    Customer Segmentation Idea

    Catalogue Go to market strategy with talking points for

    the new solutions

    Validated Customer Experience Prototype(s)

    and value propositions(s)

    Product Implemerntation
 Agile Development

    Qualitative
 Customer Research

    Agile Customer Centric Product Development

    Day#1 
 Empathy

    Day#2 
 Ideas

    Day#3 
 Filter & Select

    Day#4 
 Iterate

    Day#5 
 Experience Story

    Solution Validation

    Solution portfolio and roadmap

    Short term, long term and hero product

    concepts

    Solution Story

    High Fidelity Experiences

  • (C) 2017 Michael McKay 33

    ALLWAYS involve the customer!

  • (C) 2017 Michael McKay 34

    Value Proposition 
 Showcase video

    Business case 
 Spreadsheet Quantify the business case

    Landing page Visualise key user experience elements

    Company Pamphlet Paraphrase the customer value proposition Bring a holistic

    understanding of the service

    Choreographed product experience Gauge initial fit of value proposition to specific customer segments

    Experience 
 Story board Visualise key user experience elements

    Learning Prototype

    Hand operated backend Understand key solution details in realistic context

    The new prototypes

  • (C) 2017 Michael McKay 35

    Value Proposition 
 Showcase video

    Business case 
 Spreadsheet Quantify the business case

    Visualise key user experience elements

    Company Paraphrase the customer value proposition

    Bring a holistic understanding of the service

    Choreographed product experience Gauge initial fit of value proposition to specific customer segments

    Experience 
 Story board Visualise key user experience elements

    Learning Prototype

    Hand operated backend Understand key solution details in realistic context

    Two Dimensions of Prototyping H

    i f id

    el ity

    Lo Resolution Hi Resolution

    Lo fi

    de lit

    y

    Landing page

    Hand operated backend Understand key solution details in realistic context

  • (C) 2017 Michael McKay 36

    Value Proposition 
 Showcase video

    Business case 
 Spreadsheet Quantify the business case

    Visualise key user experience elements

    Company Paraphrase the customer value proposition

    Bring a holistic understanding of the service

    Choreographed product experience Gauge initial fit of value proposition to specific customer segments

    Experience 
 Story board Visualise key user experience elements

    Learning Prototype

    Hand operated backend Understand key solution details in realistic context

    Two Dimensions of Prototyping H

    i f id

    el ity

    Lo Resolution Hi Resolution

    Lo fi

    de lit

    y

    Landing page

    Hand operated backend Understand key solution details in realistic context

    Principle
 Prototype

    Hyper Marketing

    Paper
 Prototype

    Pilot 
 Prototype

  • (C) 2017 Michael McKay 37

    Prototyping

    Principle
 Prototype

    Hi fidelity

    Hi Resolution Lo fidelity

    Pilot 
 Prototype

    Lo Resolution Lo fidelity Hi fidelity

    Lo Resolution Hi Resolution

    Hyper 
 Marketing

    Paper
 Prototype

  • (C) 2017 Michael McKay 38

    The higher quality of a prototype, 
 the less invitation for co-creation and comments for change

  • (C) 2017 Michael McKay 39

    Only build the minimum prototype possible 
 to satisfy your learning goal

  • (C) 2017 Michael McKay 40

    How can we use lean UX?

  • (C) 2017 Michael McKay 41

    INSPIRATION AND 
 DIGITAL MATURITY ASSESSMENT

    DIGITAL CONCEPT MAKING CULTURE ANCHOR

    • Inspire the leadership team


    • Vet the appetite and belief in an ambitious and relevant digital strategy for the business


    • Current state of your digital ambition

    • New digital concepts


    • Accelerate our product development process through digital design thinking


    • Adopt new effective design thinking tools

    • Sustained digital innovation practice in the organization


    • Driving cultural, structural and process change 


    • Market introduction and product operation

    DIGITAL DESIGN THINKING

  • (C) 2017 Michael McKay 42

    building a sustainable design culture
 - capable of using lean ux -


    requires support from the top, 
 a dedicated practitioner layer 


    and orchestrated change management 
 on an organisational level

  • (C) 2017 Michael McKay 43

    Thank You michaelmckay71

    (C) Michael McKay, September 2016