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Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
Agility and Customer Experience
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Agility and Customer Experience

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  • 1. Experience Design Consulting !"#$%&'()%*++&,&-."%"&/0$)%$& !(%*&1232&
  • 2. Experience Design Consulting !"#$%&"' !"#$#%&'()*'%+,'-./%01,2' 345,2#,)6,'
  • 3. Experience Design Consulting !"#$%& •! '"#(()*+)!"!#$%&'()!)$%&*!+$,-.#*/! •! ,*$-./012.*!"!*,!0./*,1%$!23+%$4%(#%! •! '.*$)3$!"!5$,-.#*!6%7%8,+1%(*!94:%#;#8%! •! 40#(5$6!"!<.48-!7/=!23+%$4%(#%!>.&84*;! •! 7(/&899-.#1"!"!<4)!?+:$,(*!6%/4)(!7/=!<84(-!4(#$%1%(*&8! 6%7%8,+1%(*!! •! :);&899-.#1"&"!@)484*;!&(-!0./*,1%$!23+%$4%(#%! •! <5(.$&<-.=)1$!"!$%&8%/*&*%=#,1=&.! •! :)3$&>$)9?&"!5$&#'#&8!&-74#%!! •! !-#9@09&"!A%;!B%//&)%/! •! 4A8!
  • 4. Experience Design Consulting !"#$% •! &'()*+((!"!#$%&'(%%!%)*'%*+%!,'-!)+*-$./!*0'(+%! •! ,+-"*)-./!"!12&3(!,'-!4*'56+,.77*'(+%! •! 01!"!8%(+!9:)(+&('.(!6+,.77*'(+%!
  • 5. Experience Design Consulting !"#$%"&''#()#$$$ !"#$%&'('"#$)(*"+,-.)/(
  • 6. Experience Design Consulting !+%5($"&$%&'$%.$)&%*(+245&)6%)0)&$7)%",2% )$(8-5$)%0+4%5",%9+(%54)&+7$()%",2%)&":% !"#$%&'$%($)*+,)-.-/-&0% 122%(-3+4(%&+%2$)-3,% !"#$%"&'()%$*+()#$,-."&'"/0"$1)*2'#3$
  • 7. Experience Design Consulting !"#$%&!'%()&*!+,!)+-'$.(&*!/*(.0!1&*(0.! “! &2&)34&56!+/7'&%,+%-&1!89":!;55<"#$%&!(.1&=! >6!?@@A!+4&%!B@!6&$%* ”! #C'DEEFFFG7#&/=>++H-$%HG)+-E5(.H*E>/*(.&**<)$*&E! design brings great returns
  • 8. Experience Design Consulting !""#$%&"$'(&%)*+%",-.$/0%12(3$0%-'% “% ",-0-04"5'3%%”% 678$%9:-;7&<%=74%>?<%>@)@% the best invest in design
  • 9. Experience Design Consulting !""#$%"&"'%(&)*+'+,%-'%.+*#/0'%1&22$'3%% ”% “% 4$53$*'6%(-7%896%8:;:% design-led approach=success
  • 10. Experience Design Consulting many touchpoints
  • 11. Experience Design Consulting know what not to build
  • 12. Experience Design Consulting !"#$%&'()%"*#%* !"#$%&'()*+,'(-'./'
  • 13. Experience Design Consulting Agility and…. people who focus on making digital products better (for the end-users) •! Human Computer Interaction •! Customer Experience •! Experience Design •! Graphic Designer •! Information Architect •! Creative Director •! Experience Architect •! Interaction Designer •! Customer Centered Design •! User Experience (UX) •! Product Design Graphics Data Interaction Experience
  • 14. Experience Design Consulting Customer Experience
  • 15. Experience Design Consulting Customer Experience
  • 16. Experience Design Consulting Customer Experience
  • 17. Experience Design Consulting Customer Experience
  • 18. Experience Design Consulting Customer Experience !"#$%&'(%)*#+,#%-'./+*#0%&'(%)*#+,#%#12#*3#$)#4%-'% +*#%&'(%+225&3$6%+$&%*36'(*%,'%,"3-%2*')#--%7%
  • 19. Experience Design Consulting !"#$%&'(#)($ !"#$%&'()*+*,#-.*/'( 012*&3&,*
  • 20. Experience Design Consulting Product Development Lifecycle
  • 21. Experience Design Consulting !"#$%&'( !"#$%&'()&*+,-.#-/0-& 1"2$#34
  • 22. Experience Design Consulting Customer Experience !"#$%&'#()'&*+(!"#$%&'$(#)*+$(#)*+)',-$.)/0"#/$&'$ &1%0)/2%/3$&'+$!"#$%&'$+242*"5$.)/0"#/$67521)2'%2$ 82-),'21-,(-./(0/1+(/2#(3.450/%(&6(#78#$0#'9#(/24/(%&.( *055(-#(:0"0':(.8(&';(4'<(0/1+(/2#(3.450/%(&6(#78#$0#'9#( /24/(<$0"#+(8#&85#+($#45(*&$5<(<#90+0&'+(4-&./(*24/( /2#%(*4'/(/&(.+#;(*2#$#(/2#%(*4'/(/&(0'24-0/;(50"#;( 5&"#(4'<(:$&*=(
  • 23. Experience Design Consulting !"#$%&'""(&)#&%)*(+",& !"#$%&'"($#)*&+&,-./0#/12/&'"($#)*&
  • 24. Experience Design Consulting !"#$%&'"($#)*& +,-./#.01.&'"($#)*& •!!"#$% •!&'()#$% •!*+,)-+% •!*,"."(.+% •!!.+/0(.+% •!1'2%3+4+,$#% •!!0$%4'-%5)-5'#+% •!*065.+% •!7.+"-% •!8#"(.+% •!7'65+..09:% •!3+.0:;<).%
  • 25. Experience Design Consulting what do you see?
  • 26. Experience Design Consulting !"#$%&&'()*+$$ !"#$%&'()*+$,-."#*$/.0$ !1"*2$"*3(-4-*+51$ ,-/-1)&4-*+$
  • 27. Experience Design Consulting Big Upfront Design
  • 28. Experience Design Consulting Big Upfront Design
  • 29. Experience Design Consulting Big Upfront Design
  • 30. Experience Design Consulting Big Upfront Design
  • 31. Experience Design Consulting Big Upfront Design
  • 32. Experience Design Consulting Big Upfront Design – why it’s bad Isolated, non-collaborative approach
  • 33. Experience Design Consulting Big Upfront Design – why it's bad UX make it worse by setting unrealistic expectations
  • 34. Experience Design Consulting Big Upfront Design – why it's bad We forget we are building products not documents!
  • 35. Experience Design Consulting Big Upfront Design – why it's bad People who build are not even involved in the design!
  • 36. Experience Design Consulting Big Upfront Design – why it's bad People are not empowered to take ownership and manage the process better !
  • 37. Experience Design Consulting Big Upfront Design – why it's bad Trust is lost!
  • 38. Experience Design Consulting Big Upfront Design – why it's bad Big ideas that may not be feasible, done slowly
  • 39. Experience Design Consulting Blind Incremental Development
  • 40. Experience Design Consulting Blind Incremental Development
  • 41. Experience Design Consulting Blind Incremental Development
  • 42. Experience Design Consulting Blind Incremental Development
  • 43. Experience Design Consulting Blind Incremental Development
  • 44. Experience Design Consulting Blind Incremental Development
  • 45. Experience Design Consulting Blind Incremental Development – why it's bad Assumes the business knows what it wants upfront!
  • 46. Experience Design Consulting Blind Incremental Development – why it's bad Business acts as proxy for the end user! UX Designers and end users are not involved!
  • 47. Experience Design Consulting Blind Incremental Development – why it's bad Delivering an IT solution rather than an experience solution!
  • 48. Experience Design Consulting Blind Incremental Development – why it's bad Prone to general chunkiness due to lack of cohesion and lack of clear vision!
  • 49. Experience Design Consulting Blind Incremental Development – why it's bad Small ideas that are technically feasible… but still may not deliver real value to consumers… done very quickly !
  • 50. Experience Design Consulting BAD Still BAD Big Upfront Design Blind Incremental Development •! Isolated, non-collaborative approach •! Collaborative, BUT often within a limited team •! Includes customer research BUT often fails to turn these insights into actionable designs or initiatives •! Often does NOT include discovery about consumer needs, focuses on the business acting as a proxy for the consumer •! Slow, bloated and ineffective at delivering •!Fast BUT often incremental, not truly iterative and may not deliver real value to its intended audience (Customers) Big ideas that may not be feasible, done slowly Small ideas that are technically feasible… but still may not deliver real value to consumers, done very quickly
  • 51. Experience Design Consulting So what’s the solution?
  • 52. Experience Design Consulting !"#$%&&'()*+$$ !"#$#%&'()*'%+,'-./%01,2' 345,2#,)6,'
  • 53. Experience Design Consulting Let’s talk about Envisioning
  • 54. Experience Design Consulting !"#$%&'(')*+,'-"".&$'/0.(112223%"".&$3%"415"#$,+*1+67*&899:1'
  • 55. Experience Design Consulting It’s not graphic design… !"#$%&'()"*+,#-(".-#(/"01#-2-&)%.-(3"/40-&5,6"&( Standard Approach create paper based documents of increasing visual fidelity which imply functional behaviour Agile UX Approach create interactive prototypes of increasing functional and visual fidelity in order to model and test functional behaviour and the interactive user experience !"#$%&'(')$&*'+&&%,&$',-.(//00012"3&456*5$$"041%"7/89&0/96:&;$5<6;'
  • 56. Experience Design Consulting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
  • 57. Experience Design Consulting HI&J<'4#%/'$+?/&$'F+7*' 27?/'+'@#,%/'"F' DK&?%/&D'?/+?'2&'<7<' L$&*+=>&*MN'O#7%K*M'+,<' %/&+.*MP'?/+,'",%&' 2&J>&'4"<&*&<P' $766&<P'D/+<&<P' +,74+?&<P'+,<'*7?'?/&' Q*43'HR+7*'F+D?PS'?/+?JD' ?/&'4+,?$+3S'' !"#$%&'(')*+,'-"".&$'/0.(112223%"".&$3%"415"#$,+*1+67*&899:1'' ;'/0.(112223+<+.=>&.+?/3%"41@*"61899:19A1BC1%",>&$D+=",E27?/E47%/+&*E@E5"/,D",E"FE.7G+$E.+$?EB1'
  • 58. Experience Design Consulting What makes Envisioning different? !"#$%&'$($$$$)*+&,-$.&'/#01&'/#-$.1*2-$3'&41$ !"#$&5"4*#1,($$$$6744$#1*8-$9"44*:";*<=1-$>74<,&5?&+4&2*;@$ !"#$A75#$+"55&:41($$61*5&:41$0&#/&2$?7;;12#$?"25#;*&2#5$ !"#$%4&2,($$9"25&,1;1,-$9"2B,12#-$C15#1,$ !"#$A75#$7+D;"2#($$E+D;"2#-$#/12$F2#1';*#1,-$9"2<27"75$ !"#$"2$+*+1;($$3$G;",7?#$G;"#"#@+1$ !"#$;&5H@($$)1,7?15$:75&2155$*2,$#1?/2&?*4$;&5H$
  • 59. Experience Design Consulting Envisioning
  • 60. Experience Design Consulting Envisioning Lots of User Interaction Functional Experiential Very Little User Interaction
  • 61. Experience Design Consulting Envisioning Bus IM BA UX DEV QA End Users
  • 62. Experience Design Consulting Envisioning Bus IM BA UX DEV QA End Users
  • 63. Experience Design Consulting Envisioning Bus IM BA UX DEV QA End Users
  • 64. Experience Design Consulting Envisioning Bus IM BA UX DEV QA End Users
  • 65. Experience Design Consulting Envisioning End Users Business Bus IM BA UX DEV QA End Users
  • 66. Experience Design Consulting Envisioning Jeff Patton IM BA UX DEV End Users Business X Bus “It’s not an iteration if you only do it only once” QA End Users
  • 67. Experience Design Consulting Envisioning Bus IM BA UX DEV QA End Users
  • 68. Experience Design Consulting Envisioning Bus IM BA UX DEV QA End Users
  • 69. Experience Design Consulting Envisioning Bus IM BA UX DEV QA End Users
  • 70. Experience Design Consulting Envisioning Bus IM BA UX DEV QA End Users
  • 71. Experience Design Consulting Envisioning Bus IM BA UX DEV QA End Users
  • 72. Experience Design Consulting Envisioning Bus IM BA UX DEV QA End Users
  • 73. Experience Design Consulting Envisioning Lean, Spare & Correct Bus IM BA UX DEV QA End Users Full, complete Build efficiently
  • 74. Experience Design Consulting Other industries prototype, why don’t we… •!!"#$%%&!%&!#$'()'*+,-.!/0*+%$12%(! •!!3%445(')12%(!%&!6%5$!'7,1! •!!89,$!:(;%+;,4,(<! •!!3%()$,<,!=!>1(?'@+,! •!!A%$B!'(!<C,!<1$?,<!4,7'54! •!!D%5!)1(-<!*$%<%<6*,!1!)1$!'(!*1*,$!
  • 75. Experience Design Consulting Innovation mantra… Fail Fast Fail Early Fail Cheaply
  • 76. Experience Design Consulting Take a step back… the product lifecycle
  • 77. Experience Design Consulting Fully integrate to ensure quality… Release Inception Iteration 1 Iteration 2 Iteration 3 Iteration 4 Iteration 5 Dev Implement High Dev Cost, Low UX cost features Dev Implement UX Design Dev Implement UX Design Dev Implement UX Design Dev Non Functional Build / Deployment design analysis design analysis UX Prototype Usability Test Visioning Ideation and Conceptual Design UX Design for Iteration 2 design analysis UX Prototype UX Prototype Usability Test Usability Test UX Design for iteration 3 Review Iteration 1 User Test Both UX Design for iteration 4 Review Iteration 2 User Test Both UX Ideation and Conceptual Design for next release •! Short iterative design steps and regular testing cycles •! Transition from “incremental” design to truly “iterative” design •! Multidisciplinary team with UX facilitating the design process !""#$%&'#(#)*+(,,---./+$&&'0.'12,/+$3+/4%50$6'7&,8/&,9::;<$=,$25%">/0?.)@<%#
  • 78. Experience Design Consulting Become part of the design process please help! •!!"#!$%&'()%*&!+',,!-.%/01!12! 0*212130%!14%!%50%*'%)6%!+'14!2*! +'14271!327*!4%,08!-)$!+',,!1*3!12! %)(-(%!327!')!'1! •!!927!6-)!:%!0-*1!2;!14'&!<!$*'=%!14%! $%&'()!27162/%! •!!2*!327!6-)!62/0,-')!-:271!42+! 327>*%!)%=%*!')=2,=%$! •!?%!:%,2)(!12(%14%*!@!-)$!+%!6-)! $2!'1!AB!C"DE!FGHHGI!
  • 79. Experience Design Consulting Transform !"! #$! •!!"#$%&!'()*+#,-$.(,!-(!/#$,! '()*+#,-0! •!!7(1,!1,!'10)(%#2&! •!!$!/1,#$2!-(!$!)(//$3(2$.%#! $442($)"! •!!52(+!$!0#4$2$-#!42$).)#!-(!$,! 1,-#62$-#'!42$).)#! •!!-#)",(/(6&!10!+(2#!-"$,!7*0-!$! )(,0-2$1,-!1,!'#016,! •!!7(1,!1,!'#016,! •!!#84$,'!&(*2!+#$0*2#!(5! 0*))#00! •!!$)-!/19#!&(*!$2#!+(2#!-"$,!7*0-! $!)(,0-2$1,-!1,!'#016,!
  • 80. Experience Design Consulting !"#$%&'(%)*&$+',-('' !"#$"%&#&"'()*'#+
  • 81. Experience Design Consulting Envisioning Pilot •! Context : REA and Transformation •! Results : Things we discovered about the Envisioning approach
  • 82. Experience Design Consulting !"#$%&$"'(% !"#$%$#&'#()*$+'
  • 83. Experience Design Consulting Add experience design to your teams
  • 84. Experience Design Consulting !"#$%&"'(")*+",%$-+.)"%$$/" !"/012,1+"3.24'2+5" bring users in continuously
  • 85. Experience Design Consulting balance research and testing
  • 86. Experience Design Consulting !"#$"% •!%!"#$"%$&%"%'(%)*"#%+,-%./$0*#&$1)%,*21.#*#% •!%34*%5+6*&%14"1%&4*%$&%78#*9)%:+#$/;<% •!%34*%#*=*=:*#&%14*%&=",,%2+./1#)%1+>/%&4*%>"&%:#+.;41% .8?%:.1%@%>"&%;,"-%1+%=+0*%1+%14*%2$1)A%7B0*/%"&%"/%CC%)*"#% +,-?%@%14+.;41%$1%>"&%"%;++-%=+0*<% •!%3$/2*%4*#%1>+%"-.,1%&+/&%4"0*%=+0*-%$/1+%14*$#%8,"2*&?%&4*% */5+)&%1#"0*,,$/;%>$14%4*#%4.&:"/-%+/%14*%,+/;%./$%:#*"6&A% •!%34*%6**8&%"%&8*2$",%"22+./1%&8*2$D2",,)%E+#%1#"0*,,$/;%"/-% ,$6*&%1+%&4+8%"#+./-%1+%;*1%14*%:*&1%$/1*#*&1%#"1*%+/%$1A% •!%34*%-+*&%.&*%"%2#*-$1%2"#-?%:.1%8")&%$E%+F%"1%14*%*/-%+E%*"24% =+/14% &'()"%*+,"$% •!%'(%)*"#%+,-% !""#$% •!%J/$0*#&$1)%K*21.#*#% •!%3*2.#$1)%:","/2*-%>$14%0"#$*1)% •!%!"##$*-%>$14%L%"-.,1%&+/&%M>4+% •!%!"#$"%*G8*21&%#*&8*21%"/-%4.=+.#% -+/N1%,$0*%"1%4+=*O% •!%H"1*&%/+1%6/+>$/;%E.,,%$/E+#="I+/% build personas from real users
  • 87. Experience Design Consulting go where it is used
  • 88. Experience Design Consulting Distil findings… fast
  • 89. Experience Design Consulting update the designs
  • 90. Experience Design Consulting set up the design wall
  • 91. Experience Design Consulting a place for ideas & challenges
  • 92. Experience Design Consulting joint design sessions
  • 93. Experience Design Consulting pair
  • 94. Experience Design Consulting build interactive prototypes
  • 95. Experience Design Consulting track actual usage
  • 96. Experience Design Consulting multi-variant testing
  • 97. Experience Design Consulting !"#$%&$' !"#$%"&&'("&
  • 98. Experience Design Consulting !"#$%&'$%($)*+,)-.-/-&0% !+%1($"&$%&'$%.$)&%$2*$(-$,1$)%",3%.$)&% *(+341&)5%)0)&$6)%",3%)$(7-1$)%0+4%1",%8+(% 14)&+6$()%",3%)&"9% :33%(-;+4(%&+%3$)-;,% get serious about experience quality
  • 99. Experience Design Consulting A lot of people are thinking about how to do this…
  • 100. Experience Design Consulting experience
  • 101. Experience Design Consulting stay agile
  • 102. Experience Design Consulting success
  • 103. Experience Design Consulting empowerment
  • 104. Experience Design Consulting !"#$%&'%()*'+',% •! -"#..'/0'!"!#$%&'()!)$%&*!+$,-.#*/! •! 1/$+),2(3)/!"!*,!0./*,1%$!23+%$4%(#%! •! -)/$'4$!"!5$,-.#*!6%7%8,+1%(*!94:%#;#8%! •! 52#.6$7!"!<.48-!7/=!23+%$4%(#%!>.&84*;! •! 8.,%9::+)#("!"!<4)!?+:$,(*!6%/4)(!7/=!<84(-!4(#$%1%(*&8! 6%7%8,+1%(*!! •! ;'&%9::+)#("%"!@)484*;!&(-!0./*,1%$!23+%$4%(#%! •! <6.)$%<+)='($!"!$%&8%/*&*%=#,1=&.! •! ;'4$%>$':?%"!5$&#'#&8!&-74#%!! •! !+#:@2:%"!A%;!B%//&)%/! •! 5A9!
  • 105. Experience Design Consulting take the initiative
  • 106. Experience Design Consulting !"#$%&'()& !"#$%&'$()(

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