strategic ux (strux) - emily · pdf file4| strategic ux (strux) and then the good news but...

1 | Strategic UX (STRUX)

STRATEGIC UX (STRUX)HOW TO DERIVE A PRODUCT USERS WILL LOVE WHILE KEEPING YOUR STAKEHOLDERS HAPPYApril 15, 2017


$300 MILLION BUTTON STORY


FIRST, THE BAD NEWS…

Sorry guys, but… design is not the center of the corporate

universe.


… AND THEN THE GOOD NEWS

But design can be used to make the business successful as

long as we look at it through the right lens.

“Design isn’t about beauty, it’s about relevance”

–John Maeda


THE LENS OF THE CEO

“Of users tested through our standard HCD methods, we found a

large portion preferred the RWD design version number 2 because

the affordance was higher for those users on mobile form factors,

so long as they were in the landscape mode, however, once they

switched to portrait, their usage dropped drastically due to the

IXD. Since we’re agile, we think it’s best to…”


SO, I DON’T SPEAK C-SUITE

What we say

HCD

Engagement

Delight

What they hear

Happy customers ($$$)

Returning customers ($$$)

Paying customers ($$$)


SOUNDS LIKE A JOB FOR …

… STRATEGIC UX (STRUX)

• Strategy is “the long term plan of action designed to achieve a

particular goal”

• Strategy is different from tactics or immediate actions by its

orientation on affecting future, not immediate, conditions.


• What is the business environment?

• What are the resources of your organization?

• What do your stakeholders need?

BUSINESS 101 (OR 5 SECONDS TO MBA)


• What is the business environment? (aka, what’s VIABLE?)

• What are the resources of your organization? (aka what’s FEASIBLE?)

• What do your stakeholders need? (aka what’s DESIRABLE?)

UX 101 (OR 5 SECONDS TO HCD)


SOUNDS FAMILIAR, RIGHT?

VIABLEBusiness

FEASIBLETechnology

DESIRABLEHuman


WHAT ARE WE TALKING ABOUT?

VIABLEBusiness

FEASIBLETechnology

DESIRABLEHuman

STRUX


WE ARE BIASED


• What are the critical needs of the business?

• How does UX solve the problems of the business?

• How does UX impact the bottom line?

STRUX 101 (OR 5 SECONDS TO STRATEGIC UX)


GOT IT. SO, IT’S EASY RIGHT…!?

EASY AS 1, 2, 3 …

1. Map out critical business needs

2. Analyze how UX can solve them

3. Show the impact of those solutions


STRUX TOOLS

1. Hiser Element Usability Matrix

2. Kano Model

3. Scorecarding


HISER ELEMENT USABILITY MATRIX



Business Goals Issues Business Objectives UX Goals Metrics

What is the business trying to do?

What issues is the business currently facing as it relates to the business goal?

What is the objective of a solution to these issue(s)?

What can UX do to help with this problem?

How will we know if UX was successful?

What are our critical business needs?



Business Goals Issues Business Objectives UX Goals Metrics

• Reduce abandoned shopping cartmetrics

• Many first-time visitors don’t want to register; they just want to buy.

• Many return users cannot recall their account info.

• Give new users a way to return quickly with a fast registration process.

• Allow returning users to quickly checkout.

• Allow users to checkout without registering.

• Allow returning users an expedientcheckout process that’s easy to use.

• Reduce the number of cart abandonments.

• Increase repeat customers.

What are our critical business needs?


KANO MODELHow does UX solve theproblems of the business?

+


KANO MODEL Customer Satisfaction

Degree ofAchievement

Very satisfied

Very dissatisfied

FullyNot at all

How does UX solve theproblems of the business?




Very satisfied

Very dissatisfied

FullyNot at all

“Attractive” features: User is delighted when present, neutral when

missing.





Very satisfied

Very dissatisfied

FullyNot at all

“One dimensional” features: User is happy when present, unhappy

when missing





Very dissatisfied

FullyNot at all

“Must-have” features: User expects these features to exist.


Very satisfied


KANO MODEL

Very satisfied

Very dissatisfied

FullyNot at all

Unimportant & undesired features

Very satisfied

Very dissatisfied

FullyNot at all





Very satisfied

Very dissatisfied

FullyNot at all

“Attractive”

“One dimensional”

“Must have”





Very satisfied

Very dissatisfied

FullyNot at all

How does UX solve theproblems of the business? “Attractive”


“Must have”

A

A

A

B

B

B




Very satisfied

Very dissatisfied

FullyNot at all



“Must have”

A

A

A

B

B

B




Very satisfied

Very dissatisfied

FullyNot at all



“Must have”


SCORECARDINGHow does UX impact the bottom line?



< Category #1 > < Category #2 > < Category #3 > < Category #4 > Total

Weight X% X% X% X% 100%



Sales/revenue generation

User experience Operationalefficiency

Customer engagement

Total

Weight 40% 30% 20% 10% 100%

Features Scores Priority



Sales/revenue generation

User experience Operationalefficiency

Customer engagement

Total

Weight 40% 30% 20% 10% 100%

Features Scores Priority

Refer a friend 90 20 50 80 60

Streamlined checkout

25 90 60 90 58

Shipping calculator

20 40 20 40 28

Refer a friend = (90*40%) + (20*30%) + (50*20%) + (80*10%) = 60


OH, BUT ONE MORE THING…


THE HEART FRAMEWORK

measures of user attitudes, often collected via survey.

level of user involvement, typically measured through frequency, intensity, or depth of interaction.

new users of a product or feature.

the rate at which existing users are returning.

this includes traditional behavioral metrics, such as efficiency, effectiveness and error rate.

Happiness:

Engagement:

Adoption:

Retention:

Task success:

Choosing what success looks like by focusing on 1-2 per release


THE HEART FRAMEWORK

new users of a product or feature.

this includes traditional behavioral metrics, such as efficiency, effectiveness and error rate.

Adoption:

Task success:

And applying a measureable set of metrics to gauge success

Goal:

Goal:

+10%

-5%

Success = Therefore, if we hit those goals, we should see an increase in revenue to the tune of 125k over a comparable 3 month window and a longer term goal in the millions.

10% of 1.2 million users

5% of 25000 abandoned carts

120k new users = potential for millions in revenue, long-term1250 more checkouts = potential for thousands, short-term

Currently: 1.2 M users & 25k abandoned carts


SO NOW WHAT…?We’re now speaking the same language as our C-suite.

• We’ve defined our critical business needs.• We’ve used UX to solve the problems of our business.• We’re prioritized our features to get the biggest impact to the bottom line.• We’ve defined what success looks like.


THE REST IS A PIECE OF CAKE…


ABOUT THAT $300M BUTTON…


ABOUT THAT $300M BUTTON…

The number of customers purchasing went up by 45%. The extra purchases resulted in an extra $15 million the first month.

For the first year, the site saw an additional $300,000,000.


“CREATIVITY COMES FROM UNLIKELY JUXTAPOSITIONS.”

THANK YOU.

@uxiseverywhere | www.uxiseverywhere.com

–John Maeda

strategic ux (strux) - emily · pdf file4| strategic ux (strux) and then the good news but...

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