what are you trying to achieve? 1. vision (business purpose) what’s the plan? 2. business strategy value proposition target audience business model customer experience strategy 3. what tools keep customer the organisation customer journey map experience (CX) aligned? framework personas design principles KPIs and metrics how do weexecute the plan? 4. strategy driven tactical execution cross-disciplinary workﬂow prototyping in code evidence driven decisions agile, iterative methodology
Business ModelYes! you need to understand it No! you don’t need an MBA (unless you want one) Make sure you understand and care about where the money comes in and goes out (both costs or customers lost).
How I work now... - get a multidisciplinary team quickly. - sketch to HTML, stay out of photoshop - real content, prototype/testing content- multiple prototypes (test lots of ideas, don’t commit) - quickly test both qualitative and ‘active’ use - let stakeholders ‘touch’ your ideas - iterate, the more quickly to learn more. - only document what you really need to.
How to Break the Mould? prototyping new strategies into existence
customer journey map informed by one on one interviews the massive impact that a connection with someone at Surrey (staff or current student) can have on this decision the stress (and prospectus as souvenir in opportunity for us) ofsubject first, then university early stage of journey the ‘intellectual’ and very the highly emotional ‘cultural the personal statement online process of making the fit’ process of choosing your first shortlist ‘dream university’