Presentation from the 2014 Product, Customer and User Experience Summit in Chicago on June 16, 2014. The presentation discusses the context for UX as strategy, provides an example of applying a UX approach to informing your business and experience strategy, measuring the impact of UX and what's needed to sustain and build upon the value of UX within an organization.
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Harnessing the Value of UX
1. HARNESSING THE VALUE OF UX
Leveraging the practice of experience
design to create business value
Jason Ulaszek @webbit Product, Customer & User
Experience Summit
June 16, 2014
4. @webbit
A QUICK LOOK BACK…
20+ years ago
Tomorrow
WEB DESIGN
CORPORATE STRATEGY + ECOMMERCE
DIGITAL PRODUCT DEVELOPMENT
INNOVATION + CUSTOMER EXPERIENCE
DIGITAL + PHYSICAL MASH-UP
???
5. @webbit
A TERM WAS BORN
UXUser Experience Design
Multi-disciplinary design approach that builds customer satisfaction,
loyalty and engagement by creating easy to use and pleasurable
interactions between a customer and a product/service
14. @webbit
SHARING SIX CHARACTERISTICS
✓ Publicly traded in the U.S. for the past 10+ years.
✓ Employs the strategic use of design.
✓ Has had growth in design-related technologies, talent
acquisitions and facilities.
✓ Design is endemic to the structure of the organization.
✓ Design leadership present at the senior & divisional levels.
✓ Senior-level staff demonstrate a conscious decision and
commitment to smart design.
15. @webbit
OUTPERFORMED S&P500 BY 228%
Design Value Index by Motiv Strategies (January 2013)
http://www.dmi.org/?DesignValue
16. @webbit
Using design methods to understand customer
needs better as well as to reframe complex
problems is leading to insights that constitute
strategic competitive advantages. Further, utilizing
top design talent to translate insights and new
strategies into tangible solutions in hardware,
software and service interactions helps companies
grow faster through differentiation and better
customer experiences.
Design Value Index by Motiv Strategies (January 2013)
http://www.dmi.org/?DesignValue
“
”
18. To instill empathy within the organization.
HOW CAN I UNDERSTAND
AND REACT TO MY
CUSTOMERS NEEDS?
19. To create uniformity across an entire customer ecosystem.
WHERE SHOULD I FOCUS & ENGAGE?
HOW CAN I OPTIMIZE WHAT I HAVE?
20. To build engaging brand experiences that drive customer desire.
HOW DO I CREATE
GREATER BRAND AFFINITY?
21. To develop a customer-centric culture that drives innovation.
HOW CAN I SHIFT THE MINDSET OF MY
ORGANIZATION & CREATE A COMMON
UNDERSTANDING OF THE CUSTOMER?
22. @webbit
ASK YOURSELF…
•How do I address these challenges?
•What do I pull out of my “UX bag
of tricks” to tackle them?
24. @webbit
STEP 1: DISCOVER
• How do we disrupt the market?
• How can we delight our customers?
• How & why do people use our
products and services?
• Where are we strong/weak?
25. @webbit
UNCOVER THE DIRECTION
The right approach is determined by asking the right questions.
ADOPTION
Business Questions:
•What do people think of my brand?
•What do they want from my company?
•What do people like about our products?
!
Research Methods:
• Surveys
• Focus Groups
• Customer Feedback Channels
• Card Sorting
!
Design Impact:
!
• Visual Design
• Branding
• Content
OPTIMIZATION
Business Questions:
•Can we increase our conversion rate?
•Is our navigation helpful to our customers?
•How do we stack up against competitors?
!
Research Methods:
• Usability or A/B Testing
• Web Analytics
• Card Sorting
• Heuristic Review
!
Design Impact:
!
• Information Architecture
• Interaction Design
• Content labeling and Site Nomenclature
ENGAGEMENT
Business Questions:
• How can we delight our customers?
• How do we disrupt the market?
• How do people really use our products?
!
Research Methods:
• Contextual Inquiry
• Mental Model interview
• Ethnography
• Customer Diary
!
Design Impact:
!
• Experience Design
• Strategic Offerings
• Interaction Design
29. @webbit
STEP 2: DEFINE
• What are the gaps in the
experience?
• How do we use all this to make
decisions?
• What can we act on now?
• What does it all mean?
32. @webbit
ADVANTAGES OF MENTAL MODELS
Confidence Clarity Continuity
• Create confidence in design
decisions that are based on
solid research
!
• Ensure design decisions make
sense to your audience based
on alignment with their view
!
• Reduce ambiguity, because
the model is based on real
data
• Provide a visual model of
someone’s whole experience
in one place
!
• Is easily shared among
colleagues, creating common
ground for decision-making
!
• Help designers and
stakeholders adopt the
customer perspective in a
powerful way
• Evolves slowly over time, so it
can be the basis for a long-
term strategy
!
• Provide retained knowledge,
even if team members
change; can easily be
understood by new
stakeholders
!
• Offer insights about new
opportunities, even as market
conditions change
35. @webbit
THE FOUNDATION FOR YOUR ROADMAP
Interaction Design
Concepts
Site Architecture Nomenclature Detailed Navigation
Personas Scenarios Use cases
Gap Analysis Product Concepts
Mental Model
39. @webbit
STEP 3: DIRECT
• How should we prioritize?
• What are the evaluation criteria?
• What do we do first?
• What does success look like – for
our business & customer?
• How do we socialize this
throughout the organization?
40. @webbit
PRIORITIZE THE OPPORTUNITIES
Identify
Gather and document opportunities
identified through each project activity.
Assess
Determine evaluation criteria and score
each opportunity accordingly.
Prioritize
Identify opportunities to be done first
based on feasibility, importance.
41. @webbit
‘WHY’ UNLOCKS CRITERIA
Technical Feasibility
› Difficulty of implementation
› Does solution need front or back-end
coding, or both?
› Does the solution require integration with
other systems or third-party solutions?
Resource Feasibility
› Do we have the data and tools to do this?
› Do we have the people to do this?
› Is the solution cost-effective?
FEASIBILITY
Importance to the Business
› Increases investment/conversion
› Promotes product and brand awareness
› Increases credibility and trust
› Provides additional advisor value/education
Importance to the Consumer
› Facilitates access to product information
› Provides research and insights
› Offers client-ready sales/education materials
› Helps me with my business
IMPORTANCE
And everything is evaluated against it.
43. @webbit
ORGANIZE KEY THEMES
Look for affinities across features.
35
Foundational Updates
› Site structure, navigation and labeling, branding
and multi-device capability
› Content refresh and optimization
› Analytics program
Features/Functions
› Document accessibility
› Advisor site (registration required)
› Comments/discussion and event calendar
› Context-specific feedback
› Targeted content and content syndication
Content
› Thought leadership, practice management, and
client-facing content
› Multimedia/interactive content
› Social/community and third-party content
› Content processes: editorial calendar, controlled
vocabulary
Tools
› Fund finder and comparison tool, portfolio map
› Benchmark performance and exposure analysis
› Price performance and premium/discount charts
› Correlation tracker and stock screener
› Portfolio constructor/analyzer
STEP #3: DIRECT
Identify the key themes (samples)
44. @webbit
ILLUSTRATE THE PLAN
Blend short and long term focus.
CAPABILITIES:!
› Advisor comments and
discussion
› Advisor site (registration
required)
› Content syndication
› Additional third-party
content
› Targeted content delivery
CAPABILITIES:!
› Tools for advisor analysis
› Multimedia content
› Client-facing content
› Social media and
community content
development
› Feedback and surveys
› Event calendar
CAPABILITIES:!
› Thought leadership,
research and insights
content
› Credibility-enhancing
content (case studies, etc.)
› Tools and processes for
content maintenance
› Additional Contact Us/
About Us content
› Document accessibility
› Controlled vocabulary
CAPABILITIES:!
› Updated site structure,
navigation and labeling
› Refreshed design/branding
› Mobile-friendly platform
› Content refresh/
optimization
› Web analytics
45. @webbit
SAMPLE RELEASE EXPERIENCE
CAPABILITIES:!
• Thought leadership, research
and insights !
• Credibility-enhancing and
About Us content!
• Tools for content maintenance!
• Document accessibility!
• Controlled vocabulary!
BUSINESS BENEFITS:!
• Improved user engagement!
• Improved site and brand
credibility!
• Internal productivity gains!
MEASUREMENT:!
• Site Catalyst metrics!
• Contacts and leads
generated!
• Repeat visits
Standardize terminologyIncrease editorial efficiency
Develop more “real” content to
build credibility
Ensure document
accessibility
Facilitate advisor
communications with sales
Offer advisors additional, qualitative
research and insights
49. @webbit
THE RIGHT EXPERIENCE IS DRIVEN
BY A BALANCED APPROACH
Exploratory research to gain insights into
Customers’ needs, wants, and motivations
Validate (or invalidate) design and content
decisions: usability testing, A/B testing etc.
Ensure to capture the right metrics to be
able to measure results, successes,
failures and opportunities. Key to
continued, iterative improvements.
ASK
TEST
MEASURE
50. @webbit
THE RIGHT QUESTIONS LEAD TO
CLEAR SUCCESS METRICS
BUSINESS
OBJECTIVES
KEY PERFORMANCE INDICATORS DIAGNOSTIC METRICS
Increase in traffic › Increase in new visitors to web site › #,% visits by state/region
› Top accessed content
Increase online quote
completes
› Number of online quote intention
Phase 1 (landing page of Get a
Quote page)
› #,% change policy completes calls via GFN
› #, % change in quote abandonment
Increase products per
household
› x › x
Strengthen brand
awareness
› x › x
Increase customer
loyalty
› x › x
Improve customer
satisfaction
› x › x
Increase in Online
Customer Servicing
› x › x
“Save More Sales” by
driving to call center
› x › x
INCREASE
REVENUE
REDUCE
COSTS
MEASUREMENT DRIVERS
Acquire New Customers
Increase Sales
Improve Retention
Strengthen Brand Equity
Drive Customer Loyalty
Improve Customer Satisfaction
Decrease Service Costs
Improve Sales & Service
Effectiveness
51. @webbit
MEASURE PAIN POINTS + INSIGHTS
• Common understanding of our users
• Explore new ways to measure CX
• Shift the internal conversation toward
empathy for the customer
• Merge all CX metrics into a single view
• No “one size fits all” approach
• Experiment with new ways to evolve client’s
understanding of the customer
53. @webbit
The only way to get—and
keep—high marks from
customers is to treat
customer experience as a
business discipline.
Burns, M. (2014, January 21).
The Customer Experience Index 2013. Forrester.
“
”
54. @webbit
CAPABILITY PRESSURE COOKER
Gartner’s “Hype Cycle”
http://gtnr.it/1g1Nnw0
[A Client’s] View of CX vs. Current Maturity of CX Team
Pressure is building rapidly for teams
supporting CX execution.
55. @webbit
UX DESIGN TEAM PATH TO MATURITY
ESTABLISHING A
POINT-OF-VIEW
(Selling design and rationale)
!
LEADING CHANGE
(Design leading business)
Quality InfluenceEngagement
!
HONING CRAFT
(Tools, resources & process)
You have to understand where you stand - and
where you’re headed.
57. @webbit
DESIGN TEAM MATURITY MODEL
BUILDING A
FOUNDATION
A team representing the voice of
customer experience exists and
begins to form a vision.
FORMED TEAM & VISION
PROVEN CX SKILLS
BEGAN OUTREACH
HONING SKILLS
Alignment on mission and
expectations progresses as
foundational processes materialize.
ESTABLISHING
DIRECTION
Vision, process, and collaboration
are sufficiently developed, and the
team begins using their expertise to
influence business decisions.
LEADING CHANGE
Evolution races rapidly ahead as the
team launches forward from its solid
base to partner as a regular
influences steering customer
experience direction.
PIONEERING
INNOVATION
The team is a proven design and
business leader, playfully innovating
and demonstrating category
leadership and mastery.
DEVELOPED A STANCE
EXPLORED APPROACHES
BUILDING LEADERSHIP
FINDING A FOCUS
DEFINING METHODOLOGIES
GAINING MOMENTUM
EARNING RESPECT
EMERGED AS LEADERS
GREW ORG SUPPORT
DESIGN LEADS BUSINESS
EXPERIMENTATION
INDUSTRY RECOGNITION
A business plan for your design team.
58. @webbit
MAXIMIZING YOUR RESOURCES
1. Avoid silos, which prevent greatness.
2. Work in parallel streams.
3. Care about your customers.
4. Make creativity a constant in business.
5. Get inspired by the people on your team.
6. Provide self-service, but give service a human touch as well.
7. Think beyond engagement to relationship.
8. Deliver Big D design and make a positive impact.
9. Develop ecosystems and engage in holistic thinking.
10. Get out of the building and gather evidence.
Designing the Future of Business, Daniel Szuc in UX Matters http://bit.ly/1kFAA1w