strategic ux - rapid experience strategy techniques to help businesses succeed (1st ever intensive...
Post on 18-Oct-2014
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DESCRIPTION
Many companies, in their haste to be first to market, forget the value of good early, strategic design thinking when creating a product or service. This results in mediocrity, and ultimately leads to an unloved brand experience where consumers become fickle and disloyal. Now, whether leading a design team, sitting on the board of directors or starting up a company, UX practitioners have made their way back up the value chain and have been re-empowered to make decisions that really can change the world.My talk talk centers on the fact strategic design is critical to the success of the business and pulls together his insights and leanings to help set those brave enough to take on this responsibility in the right direction. I also talk about how to straddle the cross roads and actively connect that emotional relationship between the business and design.TRANSCRIPT
STRATEGIC UXRapid experience strategy techniques to help businesses succeed
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Design defines my life
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Sky lets me do some cool stuff
ANYTIME
SKY+
SKY GO
EPG
MOBILE WEB
Eewei Chen / @ultraman / [email protected] / #UXUtSav
I am a futuristAttract what make sense, cut out the bull
customer
customer customer
customer
customercustomer
customer
Stakeholder
Stakeholder
Stakeholder
Stakeholder
Stakeholder
Stakeholder
Stakeholder
Stakeholder
Trends
TrendsTrends
Trends
Trends
Trends
Trends
Trends
Trends
Trends
Trends
Trends
customer
Eewei Chen / @ultraman / [email protected] / #UXUtSav
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
Eewei Chen / @ultraman / [email protected] / #UXUtSav
“The best way to predict the future is to create it.” - Peter Drucker
Why do we need a UX strategy?
5
Eewei Chen / @ultraman / [email protected] / #UXUtSav
These companies no longer exist
These companies, no one can live without
Who will survive?
for now any way :-)
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Tactical is not good enough
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)
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Good design defines history
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
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Use good design to improve business
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
Eewei Chen / @ultraman / [email protected] / #UXUtSav
“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
What is a UX strategy?
http://techcrunch.com/2012/06/11/apple-announces-ios-6-wwdc/
Eewei Chen / @ultraman / [email protected] / #UXUtSav
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*
Experience design 101 - my workshop plug :-)*improve or differentiate against
Eewei Chen / @ultraman / [email protected] / #UXUtSav
“If I asked people what they wanted, they would have said ‘Faster Horses’.” - Henry Ford
Uncover problems & opportunities
10
Eewei Chen / @ultraman / [email protected] / #UXUtSav
ProblemsCustomer insight
Sky Voice of the Customer report March 2012
consistently low
Omniture, TeaLeaf, Radian 6, customer surveys, interviews
Eewei Chen / @ultraman / [email protected] / #UXUtSav
OpportunitiesMatch competitor analysis & trends to problems
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Eewei Chen / @ultraman / [email protected] / #UXUtSav
http://www.innovationinpractice.com
Lower social tariff:SMS, twitter, facebook
only
Edible casing
Environment friendly biodegradable casing
use back screen to quickly file or sort items
Flip the phone over to view in-depth
information
Haptic alerts to indicate levels of
interest or danger
Project who you are and what you know to
others
Project presentations and movies
InnovateSubtract, multiply, divide and add (unify)
Subtract the earpiece
Multiply: make casing that are
recyclable
Divide the screen to the
backAdd projection to the camera
ProblemEase of finding info
TrendPoint & Know
ChannelSmart phone
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Gain respectUnderstand, do a good job, evangelise... all the time!
Business owner (brakes)Strategy / Planning
Marketing (accelerator)Customer insight
UX DesignGraphic Design DevelopmentOperations
Sales Customer ServiceCustomer Training
BrandHR
Finance
CXO
Founder
Director of design
Design team lead
Futurist
UX Lead
Creative Director
Strategy consultant
Designer New business guy
Nerd
Producer
Eewei Chen / @ultraman / [email protected] / #UXUtSav
“Efforts and courage are not enough without purpose and direction.” - John F. Kennedy
Define the value proposition
15
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Golden Circles
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Eewei Chen / @ultraman / [email protected] / #UXUtSav
Golden CirclesCreate a purpose. Think from the inside out
• 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
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Elevator Pitch & Statement
For people who need information on
the move, the Apple iPhone is a SmartPhone that lets you access your
email and internet , unlike the Palm
Treo , the Apple iPhone removes the
fixed keyboard to give you 40% more
room to email and browse the internet
“Reinventing the phone”
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Eewei Chen / @ultraman / [email protected] / #UXUtSav
Elevator Pitch & StatementSum it up and make it memorable
• Focus on main customer behaviour & need
• Highlight an important benefit
• Describe how you are different or better than a main competitor (USP)
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Value Map
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Eewei Chen / @ultraman / [email protected] / #UXUtSav
Value MapShow them how to gain competitive advantage and win
• 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
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Business model canvasTell your business model story one sticky note at a time
• Match (relationship, channels) value proposition to customer needs
• Identify key people, activities and partners
• Balancing cost and ROIhttp://www.businessmodelgeneration.com/canvas
Eewei Chen / @ultraman / [email protected] / #UXUtSav
“You’ve got to start with the customer experience and work backwards to the technology. ”
- Steve Jobs
Understand the customer experience
25
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Empathy map(very simplified)
I need a ‘lift’ in the mornings to ‘kick-
start’ my day
I want to see content that matches what I
need (mood)
I feel much happier after watching these
videos
I feel a haptic vibration from my
smart phone
Increase happiness More trust
OK sharing it socially
Fear about 24/7 monitoring
Guessing what I feel
I want to click on videos and watch them all in one go
How I start my day sets the scene for
the rest it
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Interviews, groups, empathy maps and personas
• Street interviews and focus groups to get early insight
• Brainstorming using empathy maps
• Creating personas that add real valueEmpathy maps: http://www.gogamestorm.com/?p=42
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Customer journey mapSky.com customer journeys (high level)
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Monetise
Start
Consume
Find
Learn
Belong
Customer journey skeleton
Trends
User needs / KPIs
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Belong (Empathy, Idle Sourcing)I want to connect with people and brands who feel the same way I do so I can find interesting content and help each other feel better about content they can watch.
Consume(Ease of finding info, Seocnd Screen)I want relevant content played back to me on any device, based on my mood so that I can feel better and have my desires met and be better informed.
Start(Ease of finding info, Point & Know)I want to point my Smart phone at something and find out if it is interesting or not to me.
Find(Control, Relevance)I want to fine tune my mood and emotions so I can find content more naturally asking for feedback and giving manual control to users to define mood for planning purposes (hot date, family occasion)
Learn (Relevance)I want to be able to monitor my moods so I can see what has influenced my emotional well being over time. I want to be able to teach the TV through my reactions and be taught by TV how to better my emotional health.
Monetise(More for less, Flawseome)I only want to pay for the things I watch so I can save money and know I only pay for what I use .
Ease of Finding *****
Relevance *****
Empathy *****
Control ***
More for less *****
Idle sourcing
Flawsome
more for less
Point & Know
Second screen
Social
Ease of findingRelevanceEmpathyControl
More for less
A mobile mood monitoring and content discovery service
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Customer journey mapJoin the dots
• Use customer needs from personas to outline a holistic, end to end journey.
• Note which interactions and trends impact user needs and KPIs most.
• Prepare to story map next
Empathy maps: http://www.gogamestorm.com/?p=42
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Early usability testingSky.com navigation example
• HTML prototype
• Recruit 200 online participants
• 3 remote RITE sessions over 1 week
• Instant results + quick analysis
• 10% of normal lab costs, good enough to build!
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Early usability testinglo-fi prototype & concepts
• Sketch main screen layouts and interactions first before prototype.
• Quickly test HTML prototype using guerilla and remote desktop research.
• Report results & recommendations fast.
• Leave time to implement changes.
Eewei Chen / @ultraman / [email protected] / #UXUtSav
“If I can’t picture it, I can’t understand it.” - Albert Einstein
Build the right things
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Eewei Chen / @ultraman / [email protected] / #UXUtSav
PlanRoles & responsibilities. Objectives. Cost
• Outline skills needed in the team (roles & responsibilities)
• Write and ‘estimate’ user stories
• Draft road map for budget approval
• Expect change based on user validation and velocity
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Brand, marketing & advertisingTiming, joining the dots, brand tone
• Incorporate ALL marketing strategy plan and timings
• Let them know what you need too (web links to purchase, help etc)
• Apply a consistent tone of voice and brand messagingEmpathy maps: http://www.gogamestorm.com/?p=42
TV Mobile web
Billboards Direct marketing Other?
Eewei Chen / @ultraman / [email protected] / #UXUtSav
The A-TeamA performing cross functional team
• 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)
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Clarify the visionList, prioritise and challenge everything!
• “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!
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Design principlesPractical matched to KPIs
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
Eewei Chen / @ultraman / [email protected] / #UXUtSav
WireframesSimple and testable (match to stories)
• Page component layout
• User flows
• Interaction models
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Design guidelinesfonts, colours, coded layout
• Document lightly
• High level rules, design rational, flows
• Page templates, components, css stylesheets and ux pattern library
components
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Story MapExcel ok, Link to relevant design support assets
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Story MapLean, Agile. Minimum Viable Beautiful Product
• 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
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Build, measure, learnSplit test and Cohort analysis
Split tests saw Wk4 joiners get all changes all at once. Retention was best:
- simplified search box - sign in moved to front of experience - 3 products instead of nine - introduction of Live Chat
http://www.amazon.co.uk/The-Lean-Startup-Eric-Ries/dp/
Tracking improvements to product selling pages
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Build, measure, learnContinuously!
• 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!
Eewei Chen / @ultraman / [email protected] / #UXUtSav
“There are three responses to a piece of design– yes, no, and WOW! Wow is the one to aim for.” - Milton Glaser
How to get more to do more
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Eewei Chen / @ultraman / [email protected] / #UXUtSav
Build enough momentumGet ready for Phase 2?
TeachThink
Prioritise
Awesome team
Cool tech, clever partnerships
BuildMeasure
Learn
ResearchAnalyseUncover
Release*
*Good enough prototype, roadmap, recommendations
understand explore prototype
Eewei Chen / @ultraman / [email protected] / #UXUtSav
The 10 commandmentsThank you Dave McClure @500startups
1. Elevator pitch2. The problem3. The opportunity4. Your solution (R1/demo)5. Business model
6. Technology7. The competition8. Marketing plan9. The team10. Next Money / Milestones
Tactical
Eewei Chen / @ultraman / [email protected] / #UXUtSav
“The unexamined life is not worth living.” - Socrates
Learn, measure, & improve
50
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Facilitate the change
• Get UX strategy in to business and delivery processes
• Be part of the RACI (rules of engagement)
• Set up a design authority
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Facilitate the change Create a design authority
Design Authority - Headed up by Creative Director or Experience Director
• Best practice design expertise and advice
• Usability testing research
• Design quality assurance to ensure fit for purpose
Responsibilities:
• Shared responsibility (all designers)
• Owns Information Architecture
• Maintain central resource (toolkit, UX pattern library, code, usability test reports etc.)
• Create framework of methods for teams to deliver UCD activities
• Be ‘good design’ evangelists and spread the word (create advocates)
• Creates criteria for acceptance for design requests
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Evangelise the strategy
• Give expert talks
• Facilitate creative workshops
• Mentor teams
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Keep improvingBalance* of work for people and business
Optimisation and fixes
Tactical Projects
Innovation
Optimisation and fixes
Tactical projects
Innovation
*Innovation needs to be practical
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Don’t be afraid 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!
Eewei Chen / @ultraman / [email protected] / #UXUtSav
Don’t stop believing
• 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
customer
customer
customer
customercustomer
customer
Eewei Chen / @ultraman / [email protected] / #UXUtSav
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 2012
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