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Transform or Evolve?

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Border Crossing Media's Breakout session at Digital Transformation 2016 - how to avoid the innovation echo chamber and navigate your way through your own transformation or evolution using UX techniques.

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Transform or Evolve?

  1. 1. 23.02.2016 Transform or Evolve?
  2. 2. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Are you sitting comfortably?
  3. 3. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 You shouldn’t be
  4. 4. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
  5. 5. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Stagnation = Risk
  6. 6. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
  7. 7. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
  8. 8. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Source: Shutter Stock
  9. 9. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Source: www.astronomygcse.co.uk Everything want to be in the lowest state of energy with the least amount of disorder. Third Law of Thermodynamics
  10. 10. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Source: IMDB.Com
  11. 11. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 WRONG
  12. 12. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Eewei Chen, @ultraman
  13. 13. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Source: YouTube.com/RadDan
  14. 14. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
  15. 15. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Everything Changes
  16. 16. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Transform Evolve
  17. 17. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Transform • Do different • Step change • Systems • Processes • Tools • People
  18. 18. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Source: Word of DTC Marketing
  19. 19. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Stagnation = Risk
  20. 20. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Evolve • Environment • Politics • Economy • Society • Technology • CUSTOMERS
  21. 21. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Feel Good, Be Comfortable, Less Effort Source: The Simpons
  22. 22. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 • Who • Where • What • Why • How
  23. 23. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
  24. 24. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
  25. 25. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Exploration • New ideas • Step change • Don’t know where or when • High risk, high reward Exploitation • Continuous improvement • Better outcomes • Less wastage • Evolution • Low-med risk, Low-High Reward
  26. 26. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
  27. 27. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
  28. 28. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
  29. 29. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 1. Discover
  30. 30. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Generative Product & Market Research Generative Product Research Generative Market Research Questions  How can we solve the problem?  What form should this take?  How important is the design?  What’s the quickest solution?  What is the minimum feature set?  How should we prioritise? Methods  Solution interview  Contextual inquiry/ethnography  Demo pitch  Consulting  Competitor analysis and usability testing Questions  Who is our customer?  What are their pains?  What job needs to be done?  Is our customer segment too broad?  How do we find them? Methods  Customer discovery interviews  Contextual inquiry/ethnography  Data mining  Focus groups*  Surveys* (open ended) * Not recommended
  31. 31. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Evaluative Product/Market Research Evaluative Product Research Evaluative Market Research Questions  Is this solution working?  Are people using it?  Which solution is better?  How should we optimise this?  What do people like / dislike?  Why do they do that? Methods  Paper prototypes  Clickable prototypes  Usability  Hallway  Live  Remote  Functioning products  Analytics  Surveys* o Net Promoter Score o Product/Market Fit Survey * Not recommended Questions  Are they really willing to pay?  How much will they pay?  How do we convince them to buy?  How much will it cost to sell?  Can we scale marketing? Methods  5 second tests  Comprehension  Conjoint Analysis  Data mining/market research  Surveys* (closed) * Not recommended
  32. 32. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 2. Define
  33. 33. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Ask the right questions
  34. 34. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Ask the right questions • Who are we building for? • What is their purpose? • What are their wants and needs? • What are the problems and challenges they face? • How does our “solution” fit into their lives and the jobs they need to get done?
  35. 35. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Set your hypothesis: “If I do ‘X’, ‘Y’ will happen”
  36. 36. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 3. Design, test, implement
  37. 37. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
  38. 38. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
  39. 39. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
  40. 40. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Task: Reduce Complaints and Reworks
  41. 41. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 If you see there is a problem with a customer’s policy. Find out how to fix it and then pick up the phone and tell them: 1. What the problem was 2. How it will be resolved 3. How long it will take to resolve it 4. When you will call them back once it is fixed. Pick Up The Phone
  42. 42. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 If you see thereis a problemwith a customer’spolicy.Find out how to fix it and then pickup the phone and tellthem: 1. What the problemwas 2. Howit will be resolved 3. Howlongit will taketo resolveit 4. When you will call themback onceit is fixed. Pick Up The Phone • Reduction in complaints • Reduction in reworks • Reduction in box losses • Better Staff engagement results • Better Customer Satisfaction results
  43. 43. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 4. Measure and improve
  44. 44. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Ask yourselves • Was my hypothesis right? • If yes, what was the impact to the business • If no, why wasn’t it right • What have we learnt? • How will we do differently next time?
  45. 45. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 How will we do differently next time?
  46. 46. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Source: www.astronomygcse.co.uk Everything want to be in the lowest state of energy with the least amount of disorder. Third Law of Thermodynamics
  47. 47. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Source: IMDB.Com
  48. 48. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Are you sitting comfortably?
  49. 49. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Good, then you can begin
  50. 50. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978 Problem solved. 0131 561 7300 esther@bordercrossingmedia.com @EstherBCM @BCM_Tweets

Border Crossing Media's Breakout session at Digital Transformation 2016 - how to avoid the innovation echo chamber and navigate your way through your own transformation or evolution using UX techniques.

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