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UX STRAT Europe, Michael Thompson, “Bridging the UX-Business Gap: A Framework for Strategic Conversations”

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UX STRAT Europe 2016 presentation by Michael Thompson, Director of Global UX and Innovation, Télefonica

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UX STRAT Europe, Michael Thompson, “Bridging the UX-Business Gap: A Framework for Strategic Conversations”

  1. 1. Telefónica S.A. 17.05.2016 Bridging the UX-Business Gap: A Framework for Strategic ConversaIons Michael Thompson Global Director, UX
  2. 2. Telefónica S.A. 2 The UX Discipline Team UX competency building Hands-on UX Services UX Evangeliza>on
  3. 3. Telefónica S.A. 3 Customer Journey Maps InnovaIons ! Quick Wins ! Build new stuff ! UX Discipline Regional Businesses
  4. 4. Telefónica S.A. 4 Customer Journey Maps From UX perspec>ve •  Champions mulIdisciplinary problem-solving •  Customer-centricity •  Provides opportunity to demonstrate UX impact •  Yields innovaIons and evoluIons in process, content and product Challenges •  MarkeIng already “does” them •  No consistent definiIon or process •  DescripIve vs PrescripIve •  Understanding is a “Lean-in” task •  “Un-acIonable” or only Short- term focused
  5. 5. Telefónica S.A. 5 Data- driven Toolkit & Templates MulI-displinary Guidelines for partners DescripIve è PrescripIve Co-design & ValidaIon CollaboraIve Qual- & QuanIaIve
  6. 6. Telefónica S.A. 6 CJMs bridge the Business ó UX gap Sales funnels Decision-trees Market segmentaIon
  7. 7. Telefónica S.A. 7 Awareness Consideration Purchase Install/Setup Use Renew 1K 200 50 48 45 35 MarkeIng & Sales Try before you buy “Invite a friend” Decision Influencers? Pre-install trade-offs CJM driven Link to CSI scores Sell-on opportuniIes Sales funnels (hypothe>cal – not real data
  8. 8. Telefónica S.A. 8 AcIvaIon issue Buys in store Support Support Decision-trees (hypothe>cal – not real data)
  9. 9. Telefónica S.A. 9 15% 10% 5% 20% AcIvaIon issue Buys in store Support Support Decision-trees (hypothe>cal – not real data)
  10. 10. Telefónica S.A. 10 15% 10% 5% 20% AcIvaIon issue Buys in store Support Support Decision-trees (hypothe>cal – not real data) € 8.34/client € 1.87/client
  11. 11. Telefónica S.A. 11 Geographic Market SegmentaIon (hypothe>cal – not real data) Demographic AUtudinal Behavioral Clients located in major urban centers, Chile, within 5km of store X Retirees, Parents, Millenials Values simplicity, Seeks status on Social Networks Degree on online self, impulse purchaser
  12. 12. Telefónica S.A. 12 Geographic Market SegmentaIon (hypothe>cal – not real data) Demographic AUtudinal Behavioral Clients located in major urban centers, Chile, within 5km of store X Retirees, Parents, Millenials Values simplicity, Seeks status on Social Networks Degree on online self, impulse purchaser Interviews with Millenials revealed strong behavioral and attitudinal differences •  Vocabulary & mental models of offers •  Perceptions of value •  Relationships to other demographics Implications -  Other segment attributes much more important than demographics -  New, clearer opportunities
  13. 13. Telefónica S.A. 13 CJMs bridge the Business ó UX gap As UX/CEx leaders, we need to connect UX acIviIes with business acIviIes, tools and arIfacts Blue Ocean Strategy RFM targe>ng M&A due diligence Porter’s 5 forces Net Promoter Score
  14. 14. Telefónica S.A. 14 QuesIons

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