UX - From the tactical to the strategic. UX Brighton 2014

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Insights, models and tips on becoming a more strategic UX practitioner.

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UX - From the tactical to the strategic. UX Brighton 2014

  1. 1. TextText @brilliantnoise brilliantnoise.com Jason Ryan Brilliant Noise 13th May 2014 UX Brighton From the tactical to the strategic
  2. 2. A journey from... 2
  3. 3. 3
  4. 4. 4
  5. 5. Interaction design that allows users to achieve goals. 5
  6. 6. to... 6
  7. 7. 7 “A great digital experience is no longer a nice-to-have; it’s a make- or-break point for your business.” ”To a greater extent, customers’ impressions of a business are established through digital engagement forcing businesses to recognize that “software is the brand.” Source: ‘Top technology trends for 2014 and beyond’. Forrester Research 2014
  8. 8. 8 Outside In, Forrester Customer experience
  9. 9. #1 Knowledge of the customer IS strategy. 9
  10. 10. 10 UX and CX Source: Forrester Research 2012 CX UX
  11. 11. 11 UX and CX Source: Niels Anhalt, FatDUX 2014
  12. 12. 12 CX UX Speak more ‘CX-language’ UX Research, design and optimisation of (digital) touchpoints CX Aligning business strategy and operations with the desired brand experience across all touchpoints
  13. 13. #2 UX methods are strategic methods. 13
  14. 14. #3 Understand your customers business. Use their language. 14
  15. 15. Who is your customer? What are they buying? How are they buying? 15
  16. 16. 16 Digital (CX) Strategy Evaluation Socialmedia Content UX SEO PR Creative Paidmedia Competition and collaboration
  17. 17. 17 The Customer Journey From acquisition to lifetime value
  18. 18. 18 Customer decision journey Model first published Harvard Business Review Bond Advocate Enjoy Buy Evaluate Consider
  19. 19. 19 Customer centric planning - digital channels Customer Goal: Buy a return flight to New York for a shopping trip Search Engine Brand website Price Comparison Social Media Consider Evaluate Buy Bond Advocate 1 3 7 8 9 102 5 4 6
  20. 20. 20 Customer journey mapping - omnichannel Source: eConsultancy
  21. 21. In action
  22. 22. Monitoring the customer journey 22 Consider - How are people responding to advertising / press / PR? - How are people reacting to our website and other touchpoints? - What is our brand share of voice? Evaluate - How are people evaluating us vs competitors. What questions are being asked and what conversations are happening? - Price? - Features? - Post-sales support? - Experience? Buy - The buying experience - Financing options - Customer service through all channels - Experience across deposit, delivery and collection
  23. 23. 23 Bond - Post-sales experience - Product experience - What questions are being asked? - Troubleshooting? - How-to’s? Advocacy - Recommending the brand and products - Evidence of customer amplification of media (retweets, shared content) - NPS Monitoring the customer journey
  24. 24. 24 Source: ACCENT Marketing Survey 2014 What is the key to gaining repeat customers? - 90% personalised interactions with brands drive their purchase decisions - 86% important to have a positive experience post-purchase - 50% interact with brands after a purchase "CMOs today need to spend time to understand and engage customers across the entire lifecycle, not only pre-purchase," he said. "What our research has uncovered is that when CMOs consider the entire lifecycle, they can maximize return on investment."
  25. 25. #4 Consider the entire customer journey. 25
  26. 26. Purpose Performance Principles Processes Platforms People Strategic planning framework 26
  27. 27. Return on UX investment? 27
  28. 28. 28 The customer experience pyramid Source: Forrester Research 2012
  29. 29. 29 The customer experience index Source: Forrester Research 2012
  30. 30. 30 Customer-centric evaluation framework Awareness Action Advocacy Traffi c Bounce-rate View s Uniques Sign-ups Com m ents Dow nloads Tim e w atching In-bound links Recom m endations M entions Positive sentim ent Engagement Scale and control Returns Purchases M edia uploads Fans& follow ers Blog posts Engagement Low effort / cost High effort / cost
  31. 31. #5 Decide what and how to measure. And then measure it. 31
  32. 32. The imperative for UX Strategy 32
  33. 33. Digital change comes in all directions… 33 Customer Competitor Employees Channels Company Technology & tools
  34. 34. Bolt-ons are not enough. 34
  35. 35. 35 Customer experience Operational excellence Source: Forrester Research 2014
  36. 36. Interest in Digital Transformation 36
  37. 37. 37 Source: Forrester Research 2012 The age of the customer
  38. 38. 38 Customer experience investment - Outperforming enterprises are 54% more likely to collaborate with customers - C-level executives are planning to double CX spend over the next 3-5 years
  39. 39. Interest in Customer Experience 39
  40. 40. #6 The time is now. 40
  41. 41. 41 - Knowing the customer IS strategy - UX methods are strategy methods - Understand your customers business. Use their language. - Consider the entire customer journey - Decide what and how to measure. And then measure it. - The time is now! Summary
  42. 42. The time is now (near and far) 42 Now 0-6 months Near 6-12 months Far 12 months +
  43. 43. Thank You @jasonryan brilliantnoise.com @brilliantnoise © 2013 Brilliant Noise. All rights reserved

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