ux strat europe, michael thompson, “bridging the ux-business gap: a framework for strategic...
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TelefónicaS.A.17.05.2016
BridgingtheUX-BusinessGap:AFrameworkforStrategicConversaIonsMichaelThompsonGlobalDirector,UX
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TheUXDisciplineTeam
UXcompetency
building
Hands-onUXServices
UXEvangeliza>on
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CustomerJourneyMapsInnovaIons!
QuickWins!
Buildnewstuff!
UXDiscipline
RegionalBusinesses
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CustomerJourneyMapsFromUXperspec>ve• ChampionsmulIdisciplinary
problem-solving• Customer-centricity• Providesopportunityto
demonstrateUXimpact• YieldsinnovaIonsand
evoluIonsinprocess,contentandproduct
Challenges• MarkeIngalready“does”them• NoconsistentdefiniIonor
process• DescripIvevsPrescripIve• Understandingisa“Lean-in”task• “Un-acIonable”oronlyShort-
termfocused
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Data-driven
Toolkit&Templates MulI-displinary
Guidelinesforpartners DescripIveèPrescripIve
Co-design&ValidaIon
CollaboraIveQual-
&QuanIaIve
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CJMsbridgetheBusinessóUXgap
Salesfunnels
Decision-trees
MarketsegmentaIon
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Awareness
Consideration
Purchase
Install/Setup
Use
Renew
1K
200
50
48
45
35
MarkeIng&Sales
Trybeforeyoubuy
“Inviteafriend”
DecisionInfluencers?
Pre-installtrade-offs
CJMdriven
LinktoCSIscores
Sell-onopportuniIes
Salesfunnels(hypothe>cal–notrealdata
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AcIvaIonissue
Buysinstore
Support
Support
Decision-trees(hypothe>cal–notrealdata)
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15%
10%
5%
20%
AcIvaIonissue
Buysinstore
Support
Support
Decision-trees(hypothe>cal–notrealdata)
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15%
10%
5%
20%
AcIvaIonissue
Buysinstore
Support
Support
Decision-trees(hypothe>cal–notrealdata)
€8.34/client
€1.87/client
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Geographic
MarketSegmentaIon(hypothe>cal–notrealdata)
Demographic
AUtudinal
Behavioral
Clients located in major urban centers, Chile, within 5km of
store X
Retirees, Parents, Millenials
Values simplicity, Seeks status on Social Networks
Degree on online self, impulse
purchaser
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Geographic
MarketSegmentaIon(hypothe>cal–notrealdata)
Demographic
AUtudinal
Behavioral
Clients located in major urban centers, Chile, within 5km of
store X
Retirees, Parents, Millenials
Values simplicity, Seeks status on Social Networks
Degree on online self, impulse
purchaser
Interviews with Millenials revealed strong behavioral
and attitudinal differences
• Vocabulary & mental models of offers
• Perceptions of value • Relationships to other
demographics Implications - Other segment attributes much
more important than demographics
- New, clearer opportunities
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CJMsbridgetheBusinessóUXgap
AsUX/CExleaders,weneedtoconnectUXacIviIeswithbusinessacIviIes,toolsandarIfacts
BlueOceanStrategy
RFMtarge>ng M&Aduediligence
Porter’s5forces
NetPromoterScore
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QuesIons