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UX strategy for digital transformation

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This talk explores the role of UX in digital transformation projects. It offers tips on best practice, tools and methodology and it goes through main challenges encountered while working on this type of project.
This talk was originally given at the Leeds Digital Festival.

Published in: Technology
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UX strategy for digital transformation

  1. 1. UX STRATEGY FOR DIGITAL TRANSFORMATION CRISTINA VIGANÒ - @CrVigano UX LEAD AT CYBER-DUCK
  2. 2. WHAT IS DIGITAL TRANSFORMATION?
  3. 3. Digital transformation is the process of using digital technologies to create new — or modify existing — business processes, culture, and customer experiences to meet changing business and market requirements. https://www.salesforce.com/products/platform/what-is-digital-transformation/
  4. 4. Every digital transformation is going to begin and end with the customer, and I can see that in the minds of every CEO I talk to. Marc Benioff , Chairman and co-CEO at Salesforce https://www.salesforce.com/products/platform/what-is-digital-transformation/
  5. 5. People Processes Systems Channels Users Structure Culture Data Politics APIs Third parties
  6. 6. A FEW EXAMPLES
  7. 7. After a period of expansion (1970-1991) LEGO suffered a steady decline (1992-2004) and by 2004 LEGO was close to bankruptcy. http://reports.weforum.org/digital-transformation/
  8. 8. Case study: LEGO http://reports.weforum.org/digital-transformation/
  9. 9. Case study: LEGO earned in 2014 from the first LEGO movie $468 million revenue increase from 2009 to 2014+20% http://reports.weforum.org/digital-transformation/
  10. 10. In 2014, Disney launched multi-coloured RFID wristbands – Magic Bands – for guests visiting the Disney World resort that link to the company’s guest management system. http://reports.weforum.org/digital-transformation/
  11. 11. Case study: Walt Disney http://reports.weforum.org/digital-transformation/
  12. 12. Case study: Walt Disney approval ratings of visitors using the band90% increase in profits in Q4 2014+20% http://reports.weforum.org/digital-transformation/
  13. 13. 1 - THE BRIEF
  14. 14. We have been around for a while, we have never invested in UX and now we are in a mess. Can you help us? - Random client
  15. 15. Our case study - Many systems developed independently - Waterfall mentality
  16. 16. Where do I start from?
  17. 17. 1 . WHAT ARE THE REASONS?
  18. 18. 2 . WHAT IS YOUR VISION?
  19. 19. 3 . HOW DO PEOPLE COMMUNICATE?
  20. 20. - Who are the decision makers? - How does communication happen? - Who should be the internal ambassadors?
  21. 21. Our case study: Workshops
  22. 22. Our case study: Workshops benefits 1 2 Learning information needed from all business divisions Facilitate communication between teams
  23. 23. 2 - THE AUDIENCE
  24. 24. 1 . WHO IS OUR AUDIENCE?
  25. 25. 2 . WHAT ARE THEIR NEEDS, MOTIVATIONS, CHALLENGES?
  26. 26. @CRVIGANO Semi-structured interviews
  27. 27. @CRVIGANO Ethnographic research
  28. 28. @CRVIGANO Remote research
  29. 29. @CRVIGANO
  30. 30. Our case study: personas Needs Frustrations Opportunities
  31. 31. Our case study: regional differences Location- specific limitations Cultural and behavioural differences Region-Specific needs and challenges
  32. 32. 3 . WHAT ARE THE KEY POINTS TO KEEP IN MIND?
  33. 33. 1 2 Specific information General take-aways topics
  34. 34. 3 - WHAT’S THERE
  35. 35. 1 . WHAT FEATURES ARE CURRENTLY THERE?
  36. 36. 1 . HOW ARE THESE FEATURES PERFORMING?
  37. 37. Our case study: regional differences
  38. 38. Our case study: regional differences
  39. 39. Our case study: regional differences
  40. 40. Our case study: regional differences
  41. 41. Our case study: regional differences
  42. 42. Our case study: regional differences
  43. 43. 4 - PUT THE PIECES TOGETHER
  44. 44. 5 - FROM RESEARCH TO SOLUTIONS
  45. 45. NEEDS REQUIREMENTS
  46. 46. CURRENT NEED / FRUSTRATION - I am only able to access data from the last three months - I often need to report on the last year trends
  47. 47. CURRENT NEED / FRUSTRATION - I am only able to access data from the last three months - I often need to report on the last year trends As a manager I want to be able to access travel data from the last 12 months so that I can create reports USER STORY
  48. 48. Persona User story Epic Urgency Technical requirements Manager, Employee As a manager I want to be able to access travel data from the last 12 months Travellers tracking High Storage requirements … … … … …
  49. 49. Persona User story Epic Urgency Technical requirements Manager, Employee As a manager I want to be able to access travel data from the last 12 months Travellers tracking High Storage requirements … … … … … Who is this feature relevant for? Who should be able to access it?
  50. 50. Persona User story Epic Urgency Technical requirements Manager, Employee As a manager I want to be able to access travel data from the last 12 months Travellers tracking High Storage requirements … … … … … Description of what is needed
  51. 51. Persona User story Epic Urgency Technical requirements Manager, Employee As a manager I want to be able to access travel data from the last 12 months Travellers tracking High Storage requirements … … … … … Option to group multiple features together
  52. 52. Persona User story Epic Urgency Technical requirements Manager, Employee As a manager I want to be able to access travel data from the last 12 months Travellers tracking High Storage requirements … … … … … Priorities: What needs to be done first?
  53. 53. Persona User story Epic Urgency Technical requirements Manager, Employee As a manager I want to be able to access travel data from the last 12 months Travellers tracking High Storage requirements … … … … … What is needed from the technology?
  54. 54. 6 - SHARE IT
  55. 55. @CRVIGANO NEED
  56. 56. 1 2 Business vision Design principles 3 Personas 4 Feature audits 5 User journeys 6 Goals & priorities
  57. 57. Deliverable Easy to search Overview + details Easy to share Easy to update
  58. 58. 7 - IMPLEMENT IT
  59. 59. RESEARCH SPRINT / RELEASE 1 SPRINT / RELEASE 2
  60. 60. Activities in each sprint Design + build Test Iterate
  61. 61. WHAT ARE THE BIGGEST CHALLENGES?
  62. 62. 1 PEOPLE MANAGEMENT - Keep them involved - Find common ground / compromises - Make them part of the decision making
  63. 63. 2 DESIGNERS & DEVELOPERS - Involve developers from the beginning - Learn about limitations
  64. 64. 3 JUMP TO THE FUTURE - Adopt an Agile approach - User stories are key! - Iterate
  65. 65. 4 METHODOLOGY & TOOLS - Learn about the organisation - Don’t set deliverables in stone - There is not a unique answer
  66. 66. Thank you! @CrVigano

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