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Harnessing the Value of UX
 

Harnessing the Value of UX

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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 ...

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 Harnessing the Value of UX Presentation Transcript

    • 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
    • @webbit OUTLINE •The Backstory •UX IS Strategy •Measuring Impact •Sustainability
    • A design approach that’s here to stay. THE BACKSTORY 3
    • @webbit A QUICK LOOK BACK… 20+ years ago Tomorrow WEB DESIGN CORPORATE STRATEGY + ECOMMERCE DIGITAL PRODUCT DEVELOPMENT INNOVATION + CUSTOMER EXPERIENCE DIGITAL + PHYSICAL MASH-UP ???
    • @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
    • @webbit Dan Saffer: http://bit.ly/1aDkiG7
    • NOBODY SEEKS FRUSTRATION ON PURPOSE UX can help to create more relevant and valuable products AND ones that support versus constrain or frustrate.
    • ALLOWS YOU TO SEEK UNDERSTANDING FIRST Understand the true nature of the problem or opportunity before you devise the product or solution
    • HELPS STRIKES A BALANCE BETWEEN PEOPLE CREATING PRODUCTS AND THOSE USING THEM I’m selling more, yippee! Sweet, this is exactly what I wanted!
    • AND IT REDUCES YOUR CHANCES OF FAILURE
    • @webbit UX CAN HELP TODAY’S CHALLENGE Customers expect consistency & one conversation.
    • @webbit IT PUSHES HOLISTIC THINKING The ENTIRE Experience (Ecosystem) Individual Experiences (Sites, apps, kiosks, etc.) Transactional Experiential
    • @webbit A STUDY OF 15 COMPANIES
    • @webbit SHARING SIX CHARACTERISTICS ✓ Publicly traded in the U.S. for the past 10+ years. ✓ Employs the strategic use of design. ✓ Has had growth in design-related technologies, talent acquisitions and facilities. ✓ Design is endemic to the structure of the organization. ✓ Design leadership present at the senior & divisional levels. ✓ Senior-level staff demonstrate a conscious decision and commitment to smart design.
    • @webbit OUTPERFORMED S&P500 BY 228% Design Value Index by Motiv Strategies (January 2013) http://www.dmi.org/?DesignValue
    • @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 “ ”
    • Let’s examine some common questions and an approach. UX IS STRATEGY 17
    • To instill empathy within the organization. HOW CAN I UNDERSTAND AND REACT TO MY CUSTOMERS NEEDS?
    • To create uniformity across an entire customer ecosystem. WHERE SHOULD I FOCUS & ENGAGE? HOW CAN I OPTIMIZE WHAT I HAVE?
    • To build engaging brand experiences that drive customer desire. HOW DO I CREATE GREATER BRAND AFFINITY?
    • 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?
    • @webbit ASK YOURSELF… •How do I address these challenges? •What do I pull out of my “UX bag of tricks” to tackle them?
    • @webbit HERE’S ONE APPROACH ENGAGEMENT + INSIGHT + ITERATION
    • @webbit STEP 1: DISCOVER • How do we disrupt the market? • How can we delight our customers? • How & why do people use our products and services? • Where are we strong/weak?
    • @webbit UNCOVER THE DIRECTION The right approach is determined by asking the right questions. ADOPTION Business Questions: •What do people think of my brand? •What do they want from my company? •What do people like about our products? ! Research Methods: • Surveys • Focus Groups • Customer Feedback Channels • Card Sorting ! Design Impact:
 ! • Visual Design • Branding • Content OPTIMIZATION Business Questions: •Can we increase our conversion rate? •Is our navigation helpful to our customers? •How do we stack up against competitors? ! Research Methods: • Usability or A/B Testing • Web Analytics • Card Sorting • Heuristic Review ! Design Impact:
 ! • Information Architecture • Interaction Design • Content labeling and Site Nomenclature ENGAGEMENT Business Questions: • How can we delight our customers? • How do we disrupt the market? • How do people really use our products? ! Research Methods: • Contextual Inquiry • Mental Model interview • Ethnography • Customer Diary ! Design Impact:
 ! • Experience Design • Strategic Offerings • Interaction Design
    • @webbit STAKEHOLDERS INFORM STRATEGY
    • @webbit RECOGNIZE WHERE YOU STAND Competing factors set expectations.
    • @webbit GO TO YOUR CUSTOMERS
    • @webbit STEP 2: DEFINE • What are the gaps in the experience? • How do we use all this to make decisions? • What can we act on now? • What does it all mean?
    • @webbit LOWER THE BARRIER TO PARTICIPATION
    • ‹#› DEFINE
    • @webbit ADVANTAGES OF MENTAL MODELS Confidence Clarity Continuity • Create confidence in design decisions that are based on solid research ! • Ensure design decisions make sense to your audience based on alignment with their view ! • Reduce ambiguity, because the model is based on real data • Provide a visual model of someone’s whole experience in one place ! • Is easily shared among colleagues, creating common ground for decision-making ! • Help designers and stakeholders adopt the customer perspective in a powerful way • Evolves slowly over time, so it can be the basis for a long- term strategy ! • Provide retained knowledge, even if team members change; can easily be understood by new stakeholders ! • Offer insights about new opportunities, even as market conditions change
    • @webbit A HUGE LIVING DOCUMENT! 8 feet
    • @webbit AN EXAMPLE – INSIGHTFUL PATTERNS
    • @webbit THE FOUNDATION FOR YOUR ROADMAP Interaction Design Concepts Site Architecture Nomenclature Detailed Navigation Personas Scenarios Use cases Gap Analysis Product Concepts Mental Model
    • @webbit PERSONAS
    • @webbit MAPPING FUTURE JOURNEY
    • @webbit MAPPING DIGITAL TO HUMAN SALES PROCESS SALES ACTIVITIES UX ARCHITECTURE
    • @webbit STEP 3: DIRECT • How should we prioritize? • What are the evaluation criteria? • What do we do first? • What does success look like – for our business & customer? • How do we socialize this throughout the organization?
    • @webbit PRIORITIZE THE OPPORTUNITIES Identify 
 Gather and document opportunities identified through each project activity. Assess 
 Determine evaluation criteria and score each opportunity accordingly. Prioritize
 Identify opportunities to be done first based on feasibility, importance.
    • @webbit ‘WHY’ UNLOCKS CRITERIA Technical Feasibility ›  Difficulty of implementation ›  Does solution need front or back-end coding, or both? ›  Does the solution require integration with other systems or third-party solutions? Resource Feasibility ›  Do we have the data and tools to do this? ›  Do we have the people to do this? ›  Is the solution cost-effective? FEASIBILITY Importance to the Business ›  Increases investment/conversion ›  Promotes product and brand awareness ›  Increases credibility and trust ›  Provides additional advisor value/education Importance to the Consumer ›  Facilitates access to product information ›  Provides research and insights ›  Offers client-ready sales/education materials ›  Helps me with my business IMPORTANCE And everything is evaluated against it.
    • @webbit PRIORITIZATION CC: Michael Young, from The Noun Project
    • @webbit ORGANIZE KEY THEMES Look for affinities across features. 35 Foundational Updates ›  Site structure, navigation and labeling, branding and multi-device capability ›  Content refresh and optimization ›  Analytics program Features/Functions ›  Document accessibility ›  Advisor site (registration required) ›  Comments/discussion and event calendar ›  Context-specific feedback ›  Targeted content and content syndication Content ›  Thought leadership, practice management, and client-facing content ›  Multimedia/interactive content ›  Social/community and third-party content ›  Content processes: editorial calendar, controlled vocabulary Tools ›  Fund finder and comparison tool, portfolio map ›  Benchmark performance and exposure analysis ›  Price performance and premium/discount charts ›  Correlation tracker and stock screener ›  Portfolio constructor/analyzer STEP #3: DIRECT Identify the key themes (samples)
    • @webbit ILLUSTRATE THE PLAN Blend short and long term focus. CAPABILITIES:! ›  Advisor comments and discussion ›  Advisor site (registration required) ›  Content syndication ›  Additional third-party content ›  Targeted content delivery CAPABILITIES:! ›  Tools for advisor analysis ›  Multimedia content ›  Client-facing content ›  Social media and community content development ›  Feedback and surveys ›  Event calendar CAPABILITIES:! ›  Thought leadership, research and insights content ›  Credibility-enhancing content (case studies, etc.) ›  Tools and processes for content maintenance ›  Additional Contact Us/ About Us content ›  Document accessibility ›  Controlled vocabulary CAPABILITIES:! ›  Updated site structure, navigation and labeling ›  Refreshed design/branding ›  Mobile-friendly platform ›  Content refresh/ optimization ›  Web analytics
    • @webbit SAMPLE RELEASE EXPERIENCE CAPABILITIES:! • Thought leadership, research and insights ! • Credibility-enhancing and About Us content! • Tools for content maintenance! • Document accessibility! • Controlled vocabulary! BUSINESS BENEFITS:! • Improved user engagement! • Improved site and brand credibility! • Internal productivity gains! MEASUREMENT:! • Site Catalyst metrics! • Contacts and leads generated! • Repeat visits Standardize terminologyIncrease editorial efficiency Develop more “real” content to build credibility Ensure document accessibility Facilitate advisor communications with sales Offer advisors additional, qualitative research and insights
    • @webbit CREATE A SHARED UNDERSTANDING
    • Connecting UX design with business metrics. MEASURING IMPACT 47
    • @webbit MAPPING THE METRICS Net Revenue Operating Expenses Lower Customer Acquisition Costs Higher Sales Good Customer Retention Rates Happy Customers Ratings Risk/Cost Avoidance Happy Employee Ratings Higher Employee Productivity Better Data Lower IT Costs Higher System Uptime Faster Time to Market Fewer Defects Faster Inventory Turns Sales/Marketing Finance HR Supply Chain All IT KEY A healthy mix of financial & qualitative value drivers.
    • @webbit THE RIGHT EXPERIENCE IS DRIVEN BY A BALANCED APPROACH Exploratory research to gain insights into Customers’ 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
    • @webbit THE RIGHT QUESTIONS LEAD TO CLEAR SUCCESS METRICS BUSINESS OBJECTIVES KEY PERFORMANCE INDICATORS DIAGNOSTIC METRICS Increase in traffic › Increase in new visitors to web site › #,% visits by state/region › Top accessed content Increase online quote completes › Number of online quote intention Phase 1 (landing page of Get a Quote page) › #,% change policy completes calls via GFN › #, % change in quote abandonment Increase products per household › x › x Strengthen brand awareness › x › x Increase customer loyalty › x › x Improve customer satisfaction › x › x Increase in Online Customer Servicing › x › x “Save More Sales” by driving to call center › x › 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
    • @webbit MEASURE PAIN POINTS + INSIGHTS • Common understanding of our users • Explore new ways to measure CX • Shift the internal conversation toward empathy for the customer • Merge all CX metrics into a single view • No “one size fits all” approach • Experiment with new ways to evolve client’s understanding of the customer
    • Absolutely crucial and commitment required. SUSTAINABILITY 52
    • @webbit The only way to get—and keep—high marks from customers is to treat customer experience as a business discipline. Burns, M. (2014, January 21). The Customer Experience Index 2013. Forrester. “ ”
    • @webbit CAPABILITY PRESSURE COOKER Gartner’s “Hype Cycle” http://gtnr.it/1g1Nnw0 [A Client’s] View of CX vs. Current Maturity of CX Team Pressure is building rapidly for teams supporting CX execution.
    • @webbit UX DESIGN TEAM PATH TO MATURITY ESTABLISHING A POINT-OF-VIEW (Selling design and rationale) ! LEADING CHANGE (Design leading business) Quality InfluenceEngagement ! HONING CRAFT
 (Tools, resources & process) You have to understand where you stand - and where you’re headed.
    • @webbit DESIGN AS BUSINESS DISCIPLINE Assess and invest as any business product/service.
    • @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.
    • @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
    • @webbit STRATEGY + RIGHT INCENTIVES Aligned to desired... Cultural Values Customer Goals Business Goals WIN
    • Thank you. FIN 60