This talk explores the role of UX in digital transformation projects. It offers tips on best practice, tools and methodology and it goes through main challenges encountered while working on this type of project. This talk was originally given at the Leeds Digital Festival.

1. UX STRATEGY
FOR DIGITAL
TRANSFORMATION
CRISTINA VIGANÒ - @CrVigano
UX LEAD AT CYBER-DUCK

2. WHAT IS DIGITAL
TRANSFORMATION?

4. Digital transformation is the process of
using digital technologies to create
new — or modify existing — business
processes, culture, and customer
experiences to meet changing business
and market requirements.
https://www.salesforce.com/products/platform/what-is-digital-transformation/

5. Every digital transformation is
going to begin and end with
the customer, and I can see
that in the minds of every CEO I
talk to.
Marc Benioff , Chairman and co-CEO at
Salesforce
https://www.salesforce.com/products/platform/what-is-digital-transformation/

6. People
Processes
Systems
Channels
Users
Structure
Culture
Data
Politics
APIs
Third
parties

7. A FEW EXAMPLES

8. After a period of
expansion (1970-1991)
LEGO suffered a steady
decline (1992-2004) and
by 2004 LEGO was close
to bankruptcy.
http://reports.weforum.org/digital-transformation/

9. Case study: LEGO
http://reports.weforum.org/digital-transformation/

10. Case study: LEGO
earned in 2014 from the first LEGO movie
$468
million
revenue increase from 2009 to 2014+20%
http://reports.weforum.org/digital-transformation/

11. In 2014, Disney launched
multi-coloured RFID
wristbands – Magic Bands
– for guests visiting the
Disney World resort that
link to the company’s
guest management
system.
http://reports.weforum.org/digital-transformation/

12. Case study: Walt Disney
http://reports.weforum.org/digital-transformation/

13. Case study: Walt Disney
approval ratings of visitors using the band90%
increase in profits in Q4 2014+20%
http://reports.weforum.org/digital-transformation/

14. 1 - THE BRIEF

15. We have been around for a
while, we have never invested
in UX and now we are in a
mess. Can you help us?
- Random client

16. Our case study
- Many systems developed independently
- Waterfall mentality

17. Where do I start from?

18. 1 . WHAT ARE THE
REASONS?

19. 2 . WHAT IS YOUR
VISION?

20. 3 . HOW DO PEOPLE
COMMUNICATE?

22. - Who are the decision
makers?
- How does communication
happen?
- Who should be the
internal ambassadors?

23. Our case study: Workshops

24. Our case study: Workshops benefits
1
2
Learning information needed from
all business divisions
Facilitate communication between
teams

25. 2 - THE AUDIENCE

26. 1 . WHO IS OUR
AUDIENCE?

27. 2 . WHAT ARE THEIR
NEEDS, MOTIVATIONS,
CHALLENGES?

28. @CRVIGANO
Semi-structured interviews

29. @CRVIGANO
Ethnographic research

30. @CRVIGANO
Remote research

31. @CRVIGANO

32. Our case study: personas
Needs
Frustrations
Opportunities

33. Our case study: regional differences
Location-
specific
limitations
Cultural and
behavioural
differences
Region-Specific
needs and
challenges

34. 3 . WHAT ARE THE KEY
POINTS TO KEEP IN
MIND?

35. 1
2
Specific information
General take-aways topics

36. 3 - WHAT’S THERE

37. 1 . WHAT FEATURES
ARE CURRENTLY
THERE?

38. 1 . HOW ARE THESE
FEATURES
PERFORMING?

39. Our case study: regional differences

40. Our case study: regional differences

41. Our case study: regional differences

42. Our case study: regional differences

43. Our case study: regional differences

44. Our case study: regional differences

45. 4 - PUT THE PIECES
TOGETHER

52. 5 - FROM RESEARCH TO
SOLUTIONS

53. NEEDS REQUIREMENTS

54. CURRENT NEED / FRUSTRATION
- I am only able to access data from the
last three months
- I often need to report on the last year
trends

55. CURRENT NEED / FRUSTRATION
- I am only able to access data from the last three months
- I often need to report on the last year trends
As a manager I want to be able to access
travel data from the last 12 months so that
I can create reports
USER STORY

56. Persona User story Epic Urgency
Technical
requirements
Manager,
Employee
As a manager I want
to be able to access
travel data from the
last 12 months
Travellers
tracking
High
Storage
requirements
… … … … …

57. Persona User story Epic Urgency
Technical
requirements
Manager,
Employee
As a manager I want
to be able to access
travel data from the
last 12 months
Travellers
tracking
High
Storage
requirements
… … … … …
Who is this feature
relevant for? Who should
be able to access it?

58. Persona User story Epic Urgency
Technical
requirements
Manager,
Employee
As a manager I want
to be able to access
travel data from the
last 12 months
Travellers
tracking
High
Storage
requirements
… … … … …
Description of what is
needed

59. Persona User story Epic Urgency
Technical
requirements
Manager,
Employee
As a manager I want
to be able to access
travel data from the
last 12 months
Travellers
tracking
High
Storage
requirements
… … … … …
Option to group multiple
features together

60. Persona User story Epic Urgency
Technical
requirements
Manager,
Employee
As a manager I want
to be able to access
travel data from the
last 12 months
Travellers
tracking
High
Storage
requirements
… … … … …
Priorities: What needs to
be done first?

61. Persona User story Epic Urgency
Technical
requirements
Manager,
Employee
As a manager I want
to be able to access
travel data from the
last 12 months
Travellers
tracking
High
Storage
requirements
… … … … …
What is needed from the
technology?

62. 6 - SHARE IT

63. @CRVIGANO
NEED

64. 1
2
Business vision
Design principles
3 Personas
4 Feature audits
5 User journeys
6 Goals & priorities

65. Deliverable
Easy to
search
Overview
+ details
Easy to
share
Easy to
update

66. 7 - IMPLEMENT IT

67. RESEARCH
SPRINT /
RELEASE
1
SPRINT /
RELEASE
2

68. Activities in each sprint
Design
+ build
Test Iterate

69. WHAT ARE THE
BIGGEST
CHALLENGES?

70. 1 PEOPLE
MANAGEMENT
- Keep them involved
- Find common ground / compromises
- Make them part of the decision making

71. 2 DESIGNERS &
DEVELOPERS
- Involve developers from the beginning
- Learn about limitations

72. 3 JUMP TO THE
FUTURE
- Adopt an Agile approach
- User stories are key!
- Iterate

73. 4 METHODOLOGY
& TOOLS
- Learn about the organisation
- Don’t set deliverables in stone
- There is not a unique answer

74. Thank you!
@CrVigano