Agility and the Customer Experience

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Agility and the Customer Experience

  1. 1. Experience Design Consulting !"#$%&'()%*++&,&-."%"&/0$)%$& !(%*&1232&
  2. 2. Experience Design Consulting !"#$%&"' !"#$#%&'()*'%+,'-./%01,2' 345,2#,)6,'
  3. 3. Experience Design Consulting !"#$%& •! '"#(()*+)!"!#$%&'()!)$%&*!+$,-.#*/! •! ,*$-./012.*!"!*,!0./*,1%$!23+%$4%(#%! •! '.*$)3$!"!5$,-.#*!6%7%8,+1%(*!94:%#;#8%! •! 40#(5$6!"!<.48-!7/=!23+%$4%(#%!>.&84*;! •! 7(/&899-.#1"!"!<4)!?+:$,(*!6%/4)(!7/=!<84(-!4(#$%1%(*&8! 6%7%8,+1%(*!! •! :);&899-.#1"&"!@)484*;!&(-!0./*,1%$!23+%$4%(#%! •! <5(.$&<-.=)1$!"!$%&8%/*&*%=#,1=&.! •! :)3$&>$)9?&"!5$&#'#&8!&-74#%!! •! !-#9@09&"!A%;!B%//&)%/! •! 4A8!
  4. 4. Experience Design Consulting !"#$% •! &'()*+((!"!#$%&'(%%!%)*'%*+%!,'-!)+*-$./!*0'(+%! •! ,+-"*)-./!"!12&3(!,'-!4*'56+,.77*'(+%! •! 01!"!8%(+!9:)(+&('.(!6+,.77*'(+%!
  5. 5. Experience Design Consulting !"#$%"&''#()#$$$ !"#$%&'('"#$)(*"+,-.)/(
  6. 6. Experience Design Consulting !"#$%&'$%($)*+,)-.-/-&0% 122%(-3+4(%&+%2$)-3,% !+%5($"&$%&'$%.$)&%*(+245&)6%)0)&$7)%",2% )$(8-5$)%0+4%5",%9+(%54)&+7$()%",2%)&":% !"#$%"&'()%$*+()#$,-."&'"/0"$1)*2'#3$
  7. 7. Experience Design Consulting !"#$%&!'%()&*!+,!)+-'$.(&*!/*(.0!1&*(0.! &2&)34&56!+/7'&%,+%-&1!89":!;55<"#$%&!(.1&=! >6!?@@A!+4&%!B@!6&$%* #C'DEEFFFG7#&/=>++H-$%HG)+-E5(.H*E>/*(.&**<)$*&E! ”! “! design brings great returns
  8. 8. Experience Design Consulting !""#$%&"$'(&%)*+%",-.$/0%12(3$0%-'% ",-0-04"5'3%% 678$%9:-;7&<%=74%>?<%>@)@% the best invest in design ”% “%
  9. 9. Experience Design Consulting !""#$%"&"'%(&)*+'+,%-'%.+*#/0'%1&22$'3%% 4$53$*'6%(-7%896%8:;:% design-led approach=success ”%“%
  10. 10. Experience Design Consulting many touchpoints
  11. 11. Experience Design Consulting know what not to build
  12. 12. Experience Design Consulting !"#$%&'()%"*#%* !"#$%&'()*+,'(-'./'
  13. 13. Experience Design Consulting •!Graphic Designer •!Creative Director •!Information Architect •!Interaction Designer •!Product Design •!Customer Experience •!Experience Design •!Experience Architect •!Customer Centered Design •!Human Computer Interaction Graphics Data ExperienceInteraction •!User Experience (UX) Agility and…. people who focus on making digital products better (for the end-users)
  14. 14. Experience Design Consulting Customer Experience
  15. 15. Experience Design Consulting Customer Experience
  16. 16. Experience Design Consulting Customer Experience
  17. 17. Experience Design Consulting Customer Experience
  18. 18. Experience Design Consulting Customer Experience !"#$%&'(%)*#+,#%-'./+*#0%&'(%)*#+,#%#12#*3#$)#4%-'% +*#%&'(%+225&3$6%+$&%*36'(*%,'%,"3-%2*')#--%7%
  19. 19. Experience Design Consulting !"#$%&'(#)($ !"#$%&'()*+*,#-.*/'( 012*&3&,*
  20. 20. Experience Design Consulting Product Development Lifecycle
  21. 21. Experience Design Consulting !"#$%&'( !"#$%&'()&*+,-.#-/0-& 1"2$#34
  22. 22. Experience Design Consulting Customer Experience !"#$%&'#()'&*+(!"#$%&'$(#)*+$(#)*+)',-$.)/0"#/$&'$ &1%0)/2%/3$&'+$!"#$%&'$+242*"5$.)/0"#/$67521)2'%2$ 82-),'21-,(-./(0/1+(/2#(3.450/%(&6(#78#$0#'9#(/24/(%&.( *055(-#(:0"0':(.8(&';(4'<(0/1+(/2#(3.450/%(&6(#78#$0#'9#( /24/(<$0"#+(8#&85#+($#45(*&$5<(<#90+0&'+(4-&./(*24/( /2#%(*4'/(/&(.+#;(*2#$#(/2#%(*4'/(/&(0'24-0/;(50"#;( 5&"#(4'<(:$&*=(
  23. 23. Experience Design Consulting !"#$%&'""(&)#&%)*(+",& !"#$%&'"($#)*&+&,-./0#/12/&'"($#)*&
  24. 24. Experience Design Consulting !"#$%&'"($#)*& •!!"#$% •!&'()#$% •!*+,)-+% •!*,"."(.+% •!!.+/0(.+% •!1'2%3+4+,$#% +,-./#.01.&'"($#)*& •!!0$%4'-%5)-5'#+% •!*065.+% •!7.+"-% •!8#"(.+% •!7'65+..09:% •!3+.0:;<).%
  25. 25. Experience Design Consulting what do you see?
  26. 26. Experience Design Consulting !"#$%&&'()*+$$ !"#$%&'()*+$,-."#*$/.0$ !1"*2$"*3(-4-*+51$ ,-/-1)&4-*+$
  27. 27. Experience Design Consulting Big Upfront Design
  28. 28. Experience Design Consulting Big Upfront Design
  29. 29. Experience Design Consulting Big Upfront Design
  30. 30. Experience Design Consulting Big Upfront Design
  31. 31. Experience Design Consulting Big Upfront Design
  32. 32. Experience Design Consulting Big Upfront Design – why it’s bad Isolated, non-collaborative approach
  33. 33. Experience Design Consulting Big Upfront Design – why it's bad UX make it worse by setting unrealistic expectations
  34. 34. Experience Design Consulting Big Upfront Design – why it's bad We forget we are building products not documents!
  35. 35. Experience Design Consulting Big Upfront Design – why it's bad People who build are not even involved in the design!
  36. 36. Experience Design Consulting Big Upfront Design – why it's bad People are not empowered to take ownership and manage the process better !
  37. 37. Experience Design Consulting Big Upfront Design – why it's bad Trust is lost!
  38. 38. Experience Design Consulting Big Upfront Design – why it's bad Big ideas that may not be feasible, done slowly
  39. 39. Experience Design Consulting Blind Incremental Development
  40. 40. Experience Design Consulting Blind Incremental Development
  41. 41. Experience Design Consulting Blind Incremental Development
  42. 42. Experience Design Consulting Blind Incremental Development
  43. 43. Experience Design Consulting Blind Incremental Development
  44. 44. Experience Design Consulting Blind Incremental Development
  45. 45. Experience Design Consulting Blind Incremental Development – why it's bad Assumes the business knows what it wants upfront!
  46. 46. Experience Design Consulting Blind Incremental Development – why it's bad UX Designers and end users are not involved! Business acts as proxy for the end user!
  47. 47. Experience Design Consulting Blind Incremental Development – why it's bad Delivering an IT solution rather than an experience solution!
  48. 48. Experience Design Consulting Blind Incremental Development – why it's bad Prone to general chunkiness due to lack of cohesion and lack of clear vision!
  49. 49. Experience Design Consulting Blind Incremental Development – why it's bad Small ideas that are technically feasible… but still may not deliver real value to consumers… done very quickly !
  50. 50. Experience Design Consulting Big Upfront Design •!Isolated, non-collaborative approach •!Includes customer research BUT often fails to turn these insights into actionable designs or initiatives •!Slow, bloated and ineffective at delivering Blind Incremental Development •!Collaborative, BUT often within a limited team •!Often does NOT include discovery about consumer needs, focuses on the business acting as a proxy for the consumer •!Fast BUT often incremental, not truly iterative and may not deliver real value to its intended audience (Customers) Big ideas that may not be feasible, done slowly Small ideas that are technically feasible… but still may not deliver real value to consumers, done very quickly BAD Still BAD
  51. 51. Experience Design Consulting So what’s the solution?
  52. 52. Experience Design Consulting !"#$%&&'()*+$$ !"#$#%&'()*'%+,'-./%01,2' 345,2#,)6,'
  53. 53. Experience Design Consulting Let’s talk about Envisioning
  54. 54. Experience Design Consulting !"#$%&'(')*+,'-"".&$'/0.(112223%"".&$3%"415"#$,+*1+67*&899:1'
  55. 55. Experience Design Consulting !"#$%&'()"*+,#-(".-#(/"01#-2-&)%.-(3"/40-&5,6"&( Standard Approach create paper based documents of increasing visual fidelity which imply functional behaviour Agile UX Approach create interactive prototypes of increasing functional and visual fidelity in order to model and test functional behaviour and the interactive user experience !"#$%&'(')$&*'+&&%,&$',-.(//00012"3&456*5$$"041%"7/89&0/96:&;$5<6;' It’s not graphic design…
  56. 56. Experience Design Consulting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
  57. 57. Experience Design Consulting !"#$%&'(')*+,'-"".&$'/0.(112223%"".&$3%"415"#$,+*1+67*&899:1'' ;'/0.(112223+<+.=>&.+?/3%"41@*"61899:19A1BC1%",>&$D+=",E27?/E47%/+&*E@E5"/,D",E"FE.7G+$E.+$?EB1' HI&J<'4#%/'$+?/&$'F+7*' 27?/'+'@#,%/'"F' DK&?%/&D'?/+?'2&'<7<' L$&*+=>&*MN'O#7%K*M'+,<' %/&+.*MP'?/+,'",%&' 2&J>&'4"<&*&<P' $766&<P'D/+<&<P' +,74+?&<P'+,<'*7?'?/&' Q*43'HR+7*'F+D?PS'?/+?JD' ?/&'4+,?$+3S''
  58. 58. Experience Design Consulting What makes Envisioning different? !"#$%&'$($$$$)*+&,-$.&'/#01&'/#-$.1*2-$3'&41$ !"#$&5"4*#1,($$$$6744$#1*8-$9"44*:";*<=1-$>74<,&5?&+4&2*;@$ !"#$A75#$+"55&:41($$61*5&:41$0&#/&2$?7;;12#$?"25#;*&2#5$ !"#$%4&2,($$9"25&,1;1,-$9"2B,12#-$C15#1,$ !"#$A75#$7+D;"2#($$E+D;"2#-$#/12$F2#1';*#1,-$9"2<27"75$ !"#$"2$+*+1;($$3$G;",7?#$G;"#"#@+1$ !"#$;&5H@($$)1,7?15$:75&2155$*2,$#1?/2&?*4$;&5H$
  59. 59. Experience Design Consulting Envisioning
  60. 60. Experience Design Consulting Envisioning Lots of User Interaction Functional Experiential Very Little User Interaction
  61. 61. Experience Design Consulting Envisioning Bus BA DEV QA IM UX End Users
  62. 62. Experience Design Consulting Envisioning Bus BA DEV QA IM UX End Users
  63. 63. Experience Design Consulting Envisioning Bus BA DEV QA IM UX End Users
  64. 64. Experience Design Consulting Envisioning Bus BA DEV QA IM UX End Users
  65. 65. Experience Design Consulting Envisioning Bus BA DEV QA IM UX End Users End Users Business
  66. 66. Experience Design Consulting Envisioning Bus BA DEV QA IM UX End Users End Users Business Jeff Patton X “It’s not an iteration if you only do it only once”
  67. 67. Experience Design Consulting Envisioning Bus BA DEV QA IM UX End Users
  68. 68. Experience Design Consulting Envisioning Bus BA DEV QA IM UX End Users
  69. 69. Experience Design Consulting Envisioning Bus BA DEV QA IM UX End Users
  70. 70. Experience Design Consulting Envisioning Bus BA DEV QA IM UX End Users
  71. 71. Experience Design Consulting Envisioning Bus BA DEV QA IM UX End Users
  72. 72. Experience Design Consulting Envisioning Bus BA DEV QA IM UX End Users
  73. 73. Experience Design Consulting Envisioning Bus BA DEV QA IM UX End Users Lean, Spare & Correct Full, complete Build efficiently
  74. 74. Experience Design Consulting •!!"#$%%&!%&!#$'()'*+,-.!/0*+%$12%(! •!!3%445(')12%(!%&!6%5$!'7,1! •!!89,$!:(;%+;,4,(<! •!!3%()$,<,!=!>1(?'@+,! •!!A%$B!'(!<C,!<1$?,<!4,7'54! •!!D%5!)1(-<!*$%<%<6*,!1!)1$!'(!*1*,$! Other industries prototype, why don’t we…
  75. 75. Experience Design Consulting Fail Fast Fail Early Fail Cheaply Innovation mantra…
  76. 76. Experience Design Consulting Take a step back… the product lifecycle
  77. 77. Experience Design Consulting UX Design for iteration 3 Review Iteration 1 User Test Both Dev Implement High Dev Cost, Low UX cost features Dev Implement UX Design Dev Implement UX Design UX Design for iteration 4 Review Iteration 2 User Test Both Iteration 1 Release Iteration 2 Iteration 3 UX Design for Iteration 2 design analysis UX Prototype Usability Test design analysis UX Prototype Usability Test design analysis UX Prototype Usability Test Dev Implement UX Design Iteration 4 Dev Non Functional Build / Deployment Iteration 5 UX Ideation and Conceptual Design for next release Inception Visioning Ideation and Conceptual Design •!Short iterative design steps and regular testing cycles •!Transition from “incremental” design to truly “iterative” design •!Multidisciplinary team with UX facilitating the design process !""#$%&'#(#)*+(,,---./+$&&'0.'12,/+$3+/4%50$6'7&,8/&,9::;<$=,$25%">/0?.)@<%# Fully integrate to ensure quality…
  78. 78. Experience Design Consulting •!!"#!$%&'()%*&!+',,!-.%/01!12! 0*212130%!14%!%50%*'%)6%!+'14!2*! +'14271!327*!4%,08!-)$!+',,!1*3!12! %)(-(%!327!')!'1! •!!927!6-)!:%!0-*1!2;!14'&!<!$*'=%!14%! $%&'()!27162/%! •!!2*!327!6-)!62/0,-')!-:271!42+! 327>*%!)%=%*!')=2,=%$! •!?%!:%,2)(!12(%14%*!@!-)$!+%!6-)! $2!'1!AB!C"DE!FGHHGI! Become part of the design process please help!
  79. 79. Experience Design Consulting !"! •!!"#$%&!'()*+#,-$.(,!-(!/#$,! '()*+#,-0! •!!$!/1,#$2!-(!$!)(//$3(2$.%#! $442($)"! •!!52(+!$!0#4$2$-#!42$).)#!-(!$,! 1,-#62$-#'!42$).)#! •!!-#)",(/(6&!10!+(2#!-"$,!7*0-!$! )(,0-2$1,-!1,!'#016,! Transform #$! •!!7(1,!1,!'10)(%#2&! •!!7(1,!1,!'#016,! •!!#84$,'!&(*2!+#$0*2#!(5! 0*))#00! •!!$)-!/19#!&(*!$2#!+(2#!-"$,!7*0-! $!)(,0-2$1,-!1,!'#016,!
  80. 80. Experience Design Consulting !"#$%&'(%)*&$+',-('' !"#$"%&#&"'()*'#+
  81. 81. Experience Design Consulting Envisioning Pilot •! Context : REA and Transformation •! Results : Things we discovered about the Envisioning approach
  82. 82. Experience Design Consulting !"#$%&$"'(% !"#$%$#&'#()*$+'
  83. 83. Experience Design Consulting Add experience design to your teams
  84. 84. Experience Design Consulting !"#$%&"'(")*+",%$-+.)"%$$/" !"/012,1+"3.24'2+5" bring users in continuously
  85. 85. Experience Design Consulting balance research and testing
  86. 86. Experience Design Consulting !"#$"% •!%!"#$"%$&%"%'(%)*"#%+,-%./$0*#&$1)%,*21.#*#% •!%34*%5+6*&%14"1%&4*%$&%78#*9)%:+#$/;<% •!%34*%#*=*=:*#&%14*%&=",,%2+./1#)%1+>/%&4*%>"&%:#+.;41% .8?%:.1%@%>"&%;,"-%1+%=+0*%1+%14*%2$1)A%7B0*/%"&%"/%CC%)*"#% +,-?%@%14+.;41%$1%>"&%"%;++-%=+0*<% •!%3$/2*%4*#%1>+%"-.,1%&+/&%4"0*%=+0*-%$/1+%14*$#%8,"2*&?%&4*% */5+)&%1#"0*,,$/;%>$14%4*#%4.&:"/-%+/%14*%,+/;%./$%:#*"6&A% •!%34*%6**8&%"%&8*2$",%"22+./1%&8*2$D2",,)%E+#%1#"0*,,$/;%"/-% ,$6*&%1+%&4+8%"#+./-%1+%;*1%14*%:*&1%$/1*#*&1%#"1*%+/%$1A% •!%34*%-+*&%.&*%"%2#*-$1%2"#-?%:.1%8")&%$E%+F%"1%14*%*/-%+E%*"24% =+/14% !""#$% •!%3*2.#$1)%:","/2*-%>$14%0"#$*1)% •!%!"#$"%*G8*21&%#*&8*21%"/-%4.=+.#% •!%H"1*&%/+1%6/+>$/;%E.,,%$/E+#="I+/% &'()"%*+,"$% •!%'(%)*"#%+,-% •!%J/$0*#&$1)%K*21.#*#% •!%!"##$*-%>$14%L%"-.,1%&+/&%M>4+% -+/N1%,$0*%"1%4+=*O% build personas from real users
  87. 87. Experience Design Consulting go where it is used
  88. 88. Experience Design Consulting Distil findings… fast
  89. 89. Experience Design Consulting update the designs
  90. 90. Experience Design Consulting set up the design wall
  91. 91. Experience Design Consulting a place for ideas & challenges
  92. 92. Experience Design Consulting joint design sessions
  93. 93. Experience Design Consulting pair
  94. 94. Experience Design Consulting build interactive prototypes
  95. 95. Experience Design Consulting track actual usage
  96. 96. Experience Design Consulting multi-variant testing
  97. 97. Experience Design Consulting !"#$%&$' !"#$%"&&'("&
  98. 98. Experience Design Consulting !"#$%&'$%($)*+,)-.-/-&0% !+%1($"&$%&'$%.$)&%$2*$(-$,1$)%",3%.$)&% *(+341&)5%)0)&$6)%",3%)$(7-1$)%0+4%1",%8+(% 14)&+6$()%",3%)&"9% :33%(-;+4(%&+%3$)-;,% get serious about experience quality
  99. 99. Experience Design Consulting A lot of people are thinking about how to do this…
  100. 100. Experience Design Consulting experience
  101. 101. Experience Design Consulting stay agile
  102. 102. Experience Design Consulting success
  103. 103. Experience Design Consulting empowerment
  104. 104. Experience Design Consulting !"#$%&'%()*'+',% •! -"#..'/0'!"!#$%&'()!)$%&*!+$,-.#*/! •! 1/$+),2(3)/!"!*,!0./*,1%$!23+%$4%(#%! •! -)/$'4$!"!5$,-.#*!6%7%8,+1%(*!94:%#;#8%! •! 52#.6$7!"!<.48-!7/=!23+%$4%(#%!>.&84*;! •! 8.,%9::+)#("!"!<4)!?+:$,(*!6%/4)(!7/=!<84(-!4(#$%1%(*&8! 6%7%8,+1%(*!! •! ;'&%9::+)#("%"!@)484*;!&(-!0./*,1%$!23+%$4%(#%! •! <6.)$%<+)='($!"!$%&8%/*&*%=#,1=&.! •! ;'4$%>$':?%"!5$&#'#&8!&-74#%!! •! !+#:@2:%"!A%;!B%//&)%/! •! 5A9!
  105. 105. Experience Design Consulting take the initiative
  106. 106. Experience Design Consulting !"#$%&'()& !"#$%&'$()(

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