"Big Experience" is a *developing* framework and concept model with UX/CX principles at the core for planning, creating, delivering and analysing the product through iterative cycles in an increasingly real-time environment. This presentation examines some key principles.
13. No more (faux) shaky handhelds
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14. A little nudge and everyoneโs doing UXโฆ
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15. What about CX?
Is it UX + stuff thatโs offline?
Is it what ad agencies have been doing all along?
Is it service design?
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16. CX: โknown knownsโ
The companies allocating the greatest amount of resources to
Customer Experience are widely recognized for providing
disappointing customer experiences.
[Exceptions AMEX & Vodafone.]
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17. Customer experience management (CEM) is in danger of
being "misunderstood into extinctionโ
78% of executives now in CE have been redeployed from
areas such as marketing and customer service, with no
background in CE.
A large number of companies simply hand out new titles to operations staff without truly committing to
customer experience management.
"The lack of effort behind the change ensures the failure of
customer experience management in the eyes of corporate
leadership.โ
Customer Experience Management: Extinction Bound?
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=158814
June and September, 2011. 53 in-depth interviews with CE executives/industry experts and analysis of
8,000 CE executives (including 500 in the U.S.) from 2,106 "CE-active" companies across 239 countries.
CE presence / CE title on LinkedIn.
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18. What will the future ask of us?
evolving customer expectations
Service
global mass affluent
new types of process & products
people business via technology
data โ analytics & CRM
social media transparency
the need for speed
Service 2020 Megatrends for the decade ahead (Economist Intelligence Unit)
http://www.slideshare.net/fred.zimny/service-2020-megatrends-for-the-decade-ahead-8787894
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19. The digital medium is not just the way of
delivering or accessing the product
It is the product
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20. Experience
Information& UX architecture
Product architecture
Service architecture
Brand architecture
proposition
Itโs all the same to Itโs just scaffolding
the customer for the proposition
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21. If my experience of the brand is through the
product and the service provided around it
The product and service are the brand
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22. Category
Itโs emotional
Brand
Service
Product
Information / UX
Experience
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23. BIG EXPERIENCE is full lifecycle
Experience
Informationarchitecture
Product architecture
Service architecture
Brand architecture
Plan Create
Learn Execute
Measure
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24. BIG EXPERIENCE places insight at the core
Plan Create
Insight
Learn Execute
Measure
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25. BIG EXPERIENCE = โFast Experienceโ
โ it keeps moving
More frequent iterations
Plan Create
More agile
responses to Insight
customer Learn Execute
feedback
Measure
More incremental changes
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26. Realign donโt redesign
Evolution not revolution
The launch is not the end, itโs just the beginning. The pace of
technology change and evolving customer expectations
requires smaller, faster iterations and releases.
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27. BIG EXPERIENCE gets its hands dirty
Detached
Plan Create
COLD
Insight
HOT Learn Execute
Measure
Attached
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29. A bigger footprint = more relevant
Plan Create
Product
management
Learn Execute
Measure
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30. Uses real-time technology
(And looks forward to
when the tools will
catch up with our
imagination)
Plan Create
Product
management
Learn Execute
Through the cycle but
not well integrated
Measure
Process & Powerful but limited creation tools
technology
increasingly ( )
more integrated
New premium product suggests longer term
integrated platform play http://twitter.com/jasontill
31. BIG EXPERIENCE
creates opportunities for planners and IAs
More collaboration
between strategy & UX Plan
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32. Looks at designing for impact and emotion
(not just usability and accessibility)
Higher production values
Richer content
Branded content
Multiformat
Create
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33. Plays well with creative
The rise of agile methods
Innovation and ideation
Creative concepting in parallel with UX
Plan Create
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34. Loves new ways of solving problems with process and
technology
Execute
Private beta
Public beta
MVT & A/B
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35. Loves making things which are real
Plan Create
Thereโs a lot riding on
this โ it needs to look
flawless when I Execute
present it to the board.
Digital product development
I need repeatable
โข Hi-fidelity prototyping process for new
โข POC development releases โ constant
change is business as
โข Pattern libraries usual.
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36. Knows which tools to use to ask the right questions at
the right time
โWhy would I want to
do usability testing? I
have 100,000 people
hitting my website
every week and all the
data I need.โ
Measure
Real-time sentiment monitoring
Multichannel analytics
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37. Listens hard to customers
Can we harness the
power of customers for
product and service
development?
Collaboration
and co-design
Learn
Customer
communities
Big data
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38. Knows people connect with people who see processes
and silos as irrelevant at best
Customers
Customers SXD & Employee Customers
engagement
Customers
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39. Sees learning and collaboration as the future
Higher production values
Richer content
More collaboration Multiformat
between strategy & UX Plan Create
Collaboration
and co-design
Learn Execute
Customer
communities MVT & A/B
Measure Live beta
Big data
Real-time sentiment monitoring
Multichannel analytics
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Editor's Notes
Rational / emotionalSpend time / waste time
The first job I had was a trainee graphic designer for a newspaper company. I was made redundant after the company lost its main account as theyโd failed to invest in new technology.
The next principle is designing for responsiveness. In the old days you defaulted to designing for an increasingly larger screens every couple of years. Then along came WAP in 2002 and there was cottage industry in WAP sites. It wasnโt until SMARTPHONES properly took off with Appleโs iPhone in 2007 that there was a huge push for separate mobile sites.Then there was this weird fallacy of the person sitting on a bus with a mobile phone โ the mobile Internet User.This is the oft-defaulted to persona of the near-sighted UX designer.Then the iPad arrived in 2010 and now copyist tablets have added to the mix thereโs been a huge proliferation of formats. Now we canโt judge where mobile ends and tablet begins โ or even where desktop and laptop and web TV differ.There are two basic issues:1) We canโt possibly keep a range of different stylesheets or versions of our websites up to date2) Itโs a waste of and try to second guess peopleโs context of use or information needs just from screen size and device format. We can alwaystell which devices are connecting to us, but we canโt tell what people are doing or, really what their content needs are until they state their intention.Those days are over.People regularly two or three screen at home โ for example watching X-Factor on a large LCD while using their phone and laptop to engage with the X-Factor backchannel community.