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 BACKâŠ
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
â Publicly traded in the U.S. for the past 10+ years.
â Employs the strategic use of design.
â Has had growth in design-related technologies, talent
acquisitions and facilities.
â Design is endemic to the structure of the organization.
â Design leadership present at the senior & divisional levels.
â 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
â
â
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?
24. @webbit
STEP 1: DISCOVER
âą How do we disrupt the market?
âą How can we delight our customers?
âą How & why do people use our
products and services?
âą Where are we strong/weak?
25. @webbit
UNCOVER THE DIRECTION
The right approach is determined by asking the right questions.
ADOPTION
Business Questions:
âąWhat do people think of my brand?
âąWhat do they want from my company?
âąWhat do people like about our products?
!
Research Methods:
âą Surveys
âą Focus Groups
âą Customer Feedback Channels
âą Card Sorting
!
Design Impact:âš
!
âą Visual Design
âą Branding
âą Content
OPTIMIZATION
Business Questions:
âąCan we increase our conversion rate?
âąIs our navigation helpful to our customers?
âąHow do we stack up against competitors?
!
Research Methods:
âą Usability or A/B Testing
âą Web Analytics
âą Card Sorting
âą Heuristic Review
!
Design Impact:âš
!
âą Information Architecture
âą Interaction Design
âą Content labeling and Site Nomenclature
ENGAGEMENT
Business Questions:
âą How can we delight our customers?
âą How do we disrupt the market?
âą How do people really use our products?
!
Research Methods:
âą Contextual Inquiry
âą Mental Model interview
âą Ethnography
âą Customer Diary
!
Design Impact:âš
!
âą Experience Design
âą Strategic Offerings
âą Interaction Design
29. @webbit
STEP 2: DEFINE
âą What are the gaps in the
experience?
âą How do we use all this to make
decisions?
âą What can we act on now?
âą What does it all mean?
32. @webbit
ADVANTAGES OF MENTAL MODELS
Confidence Clarity Continuity
âą Create confidence in design
decisions that are based on
solid research
!
âą Ensure design decisions make
sense to your audience based
on alignment with their view
!
âą Reduce ambiguity, because
the model is based on real
data
âą Provide a visual model of
someoneâs whole experience
in one place
!
âą Is easily shared among
colleagues, creating common
ground for decision-making
!
âą Help designers and
stakeholders adopt the
customer perspective in a
powerful way
âą Evolves slowly over time, so it
can be the basis for a long-
term strategy
!
âą Provide retained knowledge,
even if team members
change; can easily be
understood by new
stakeholders
!
âą 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
âą How should we prioritize?
âą What are the evaluation criteria?
âą What do we do first?
âą What does success look like â for
our business & customer?
âą How do we socialize this
throughout the organization?
40. @webbit
PRIORITIZE THE OPPORTUNITIES
Identify âš
Gather and document opportunities
identified through each project activity.
Assess âš
Determine evaluation criteria and score
each opportunity accordingly.
Prioritizeâš
Identify opportunities to be done first
based on feasibility, importance.
41. @webbit
âWHYâ UNLOCKS CRITERIA
Technical Feasibility
âș⯠Difficulty of implementation
âș⯠Does solution need front or back-end
coding, or both?
âș⯠Does the solution require integration with
other systems or third-party solutions?
Resource Feasibility
âș⯠Do we have the data and tools to do this?
âș⯠Do we have the people to do this?
âș⯠Is the solution cost-effective?
FEASIBILITY
Importance to the Business
âș⯠Increases investment/conversion
âș⯠Promotes product and brand awareness
âș⯠Increases credibility and trust
âș⯠Provides additional advisor value/education
Importance to the Consumer
âș⯠Facilitates access to product information
âș⯠Provides research and insights
âș⯠Offers client-ready sales/education materials
âș⯠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
âș⯠Site structure, navigation and labeling, branding
and multi-device capability
âș⯠Content refresh and optimization
âș⯠Analytics program
Features/Functions
âș⯠Document accessibility
âș⯠Advisor site (registration required)
âș⯠Comments/discussion and event calendar
âș⯠Context-specific feedback
âș⯠Targeted content and content syndication
Content
âș⯠Thought leadership, practice management, and
client-facing content
âș⯠Multimedia/interactive content
âș⯠Social/community and third-party content
âș⯠Content processes: editorial calendar, controlled
vocabulary
Tools
âș⯠Fund finder and comparison tool, portfolio map
âș⯠Benchmark performance and exposure analysis
âș⯠Price performance and premium/discount charts
âș⯠Correlation tracker and stock screener
âș⯠Portfolio constructor/analyzer
STEP #3: DIRECT
Identify the key themes (samples)
44. @webbit
ILLUSTRATE THE PLAN
Blend short and long term focus.
CAPABILITIES:!
âș⯠Advisor comments and
discussion
âș⯠Advisor site (registration
required)
âș⯠Content syndication
âș⯠Additional third-party
content
âș⯠Targeted content delivery
CAPABILITIES:!
âș⯠Tools for advisor analysis
âș⯠Multimedia content
âș⯠Client-facing content
âș⯠Social media and
community content
development
âș⯠Feedback and surveys
âș⯠Event calendar
CAPABILITIES:!
âș⯠Thought leadership,
research and insights
content
âș⯠Credibility-enhancing
content (case studies, etc.)
âș⯠Tools and processes for
content maintenance
âș⯠Additional Contact Us/
About Us content
âș⯠Document accessibility
âș⯠Controlled vocabulary
CAPABILITIES:!
âș⯠Updated site structure,
navigation and labeling
âș⯠Refreshed design/branding
âș⯠Mobile-friendly platform
âș⯠Content refresh/
optimization
âș⯠Web analytics
45. @webbit
SAMPLE RELEASE EXPERIENCE
CAPABILITIES:!
âą Thought leadership, research
and insights !
âą Credibility-enhancing and
About Us content!
âą Tools for content maintenance!
âą Document accessibility!
âą Controlled vocabulary!
BUSINESS BENEFITS:!
âą Improved user engagement!
âą Improved site and brand
credibility!
âą Internal productivity gains!
MEASUREMENT:!
âą Site Catalyst metrics!
âą Contacts and leads
generated!
âą Repeat visits
Standardize terminologyIncrease editorial efficiency
Develop more ârealâ 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
Customersâ 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 âș Increase in new visitors to web site âș #,% visits by state/region
âș Top accessed content
Increase online quote
completes
âș Number of online quote intention
Phase 1 (landing page of Get a
Quote page)
âș #,% change policy completes calls via GFN
âș #, % change in quote abandonment
Increase products per
household
âș x âș x
Strengthen brand
awareness
âș x âș x
Increase customer
loyalty
âș x âș x
Improve customer
satisfaction
âș x âș x
Increase in Online
Customer Servicing
âș x âș x
âSave More Salesâ by
driving to call center
âș x âș 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
âą Common understanding of our users
âą Explore new ways to measure CX
âą Shift the internal conversation toward
empathy for the customer
âą Merge all CX metrics into a single view
âą No âone size fits allâ approach
âą Experiment with new ways to evolve clientâs
understanding of the customer
53. @webbit
The only way to getâand
keepâhigh marks from
customers is to treat
customer experience as a
business discipline.
Burns, M. (2014, January 21).
The Customer Experience Index 2013. Forrester.
â
â
54. @webbit
CAPABILITY PRESSURE COOKER
Gartnerâs âHype Cycleâ
http://gtnr.it/1g1Nnw0
[A Clientâs] 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 CRAFTâš
(Tools, resources & process)
You have to understand where you stand - and
where youâre 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