Experience Strategy: Dealing With a UX Mid-Life Crisis

© 2010 The Vanguard Group Inc. All rights reserved.
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Experience Strategy:
Dealing with a UX Mid-life Crisis
Richard Dalton
Rob Weening
IA Summit, Phoenix, April 10th 2010

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http://www.flickr.com/photos/mrbigdog2k/2539218247/

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http://www.flickr.com/photos/ackook/2012371141/

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http://www.flickr.com/photos/10037058@N08/2805524085/

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http://www.flickr.com/photos/asten/2776369677/

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http://www.flickr.com/photos/iirraa/3682940547/

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At mid-life we discovered two problems:
Project teams are too focused on their goals and don’t consider the bigger picture
We have no consistent way to gauge success
We have these problems because we don’t have a common language for describing the objectives of the experience
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Users have goals
… and the business has goals
Users do things to try to meet their goals
… and the business wants users to do things so it can meet its goals
Capabilities help users to do the tasks they want to do
… and encourage users to do the tasks the business wants them to do
Projects create new capabilities
Projects change existing capabilities
Goals
Are realized through
Tasks
Are enabled & encouraged by
Capabilities
Are created & changed by
Projects
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Users have goals
… and the business has goals
Users also have feelings about their goals & tasks
… and the business wants to encourage certain feelings
Capabilities help users to do the tasks they want to do
… and encourage users to do the tasks the business wants them to do
Projects create new capabilities
Projects change existing capabilities
Goals
Are realized through
+ Emotions
Are enabled & encouraged by
Capabilities
Are created & changed by
Projects
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User-driven tasks
Business-driven tasks
Capabilities
Find an investment company
Make good investment decisions
Follow Vanguard’s investing principles
Web
Phone
Paper
E-mail
Mobile devices
Radio/TV
Monitor my investments
Learn why Vanguard is great
Act on my investments
Bring assets to Vanguard
Stay current on news and commentary
Use Vanguard's products & services
Deal with taxes
Self-provision on the web
Help other people be successful investors
Spread the word about Vanguard
Help my heirs be successful at Vanguard
Trust Vanguard
90 tasks grouped
into 8 categories
45 tasks grouped
into 7 categories
635 capabilities and counting …
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Capability Strategy Sheet
Experience Strategy Map
User-driven tasks
Capabilities
Follow Vanguard’s investing principles
Web
Phone
Paper
E-mail
Mobile devices
Radio/TV
Stay current on news and commentary
Use Vanguard's products & services
Deal with taxes
Self-provision on the web
Help other people be successful investors
Spread the word about Vanguard
Help my heirs be successful at Vanguard
Trust Vanguard
90 tasks grouped
into 8 categories
45 tasks grouped
into 7 categories
635 capabilities and counting …
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User-driven tasks
Capabilities
Rollover Offer
(web)
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User-driven tasks
Capabilities
Rollover Offer
(web)
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Search for candidates
Find out about Vanguard’s reputation
Explore Vanguard’s range of products
Find out if there are fees to do a rollover

User-driven tasks
Capabilities
Rollover Offer
(web)
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Search for candidates
Explore Vanguard’s range of products
Learn why our mutual funds are great
Learn how we can help you do a rollover
Learn about the Vanguard story
Get investment recommendations
Get information about investments
Rollover 401(k) plans into Vanguard IRAs
Learn the process and benefits of rollovers
Use Vanguard’s products & services
Invest in simplified investing solutions
Rollover my 401(k) to Vanguard
Use Vanguard for advice or guidance
Transfer my IRA to Vanguard

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Emotional considerations
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High-level approach
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Success criteria – “what is good?”
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Anxious Confident
Frustrated Delighted
Disinterested Engaged
Confused Informed
Regretful Reassured
Envious Content
Alone Supported
Skeptical Trusting
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High-level approach
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Many users aren’t sure what they need to know in order to make a good decision. Offering too much information can lead to decision paralysis
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High-level approach
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Confused Informed
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High-level approach
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Provide summary information about investments appropriate for rollovers within this capability. Provide contextual access to the full investment information – and an easy path back
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Confused Informed
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High-level approach
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Provide summary information about investments appropriate for rollovers within this capability. Provide contextual access to the full investment information – and an easy path back
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Confused Informed
80% of people who navigate to the full investment information from this page should use the in-page links vs. global navigation
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Capability Strategy Sheet
Ensures that project teams are aware of the full scope of the capability and what is most important
Helps sponsors to stay focused on tasks and their priorities rather than design decisions
Supports controlled evolution of capabilities by providing a stable framework to evaluate success or failure
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tasks
Find out how much money I’ve made
Check the status of transactions
Am I on track to reach my goal?
Check my balance

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capabilities
Web
Print
Phone
tasks
Check my balance

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capabilities
Web
Print
Phone
tasks
Check my balance
Client Homepage
Account Balances
Statement
Statement
Balances call

Experience Strategy Map
Shows which capabilities support which client tasks across all channels – useful as we think about consistency of the experience
Shows the health of the entire experience - helping sponsors prioritize which capabilities should be improved
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Look daunting but its composed of simple elements
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http://en.wikipedia.org/wiki/Mandelbrot_set

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We need our business partners to spread the idea throughout the organization

Helping the business …
… to reframe their ideas
http://commons.wikimedia.org/wiki/File:Two_silhouette_profile_or_a_white_vase.jpg
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The same goals, tasks & emotions can often describe the current and future state
http://yearofadventure.wordpress.com/2008/09/16/ode-to-my-triptik/
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http://www.flickr.com/photos/rapo/2251688164/

The journey is as important as the destination
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http://www.flickr.com/photos/quitelucid/246647500/

Richard Dalton
Rob Weening
richard_dalton@vanguard.com
richard@mauvyrusset.com
@mauvyrusset
rob_weening@vanguard.com
Thanks also to Steve Weber
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Experience Strategy: Dealing With a UX Mid-Life Crisis

by Richard Dalton

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