Big experience - A concept model for digital strategy & product management with UX and SXD


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"Big Experience" is a *developing* framework and concept model with UX/CX principles at the core for planning, creating, delivering and analysing the product through iterative cycles in an increasingly real-time environment. This presentation examines some key principles.

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  • Rational / emotionalSpend time / waste time
  • The first job I had was a trainee graphic designer for a newspaper company. I was made redundant after the company lost its main account as they’d failed to invest in new technology.
  • The next principle is designing for responsiveness. In the old days you defaulted to designing for an increasingly larger screens every couple of years. Then along came WAP in 2002 and there was cottage industry in WAP sites. It wasn’t until SMARTPHONES properly took off with Apple’s iPhone in 2007 that there was a huge push for separate mobile sites.Then there was this weird fallacy of the person sitting on a bus with a mobile phone – the mobile Internet User.This is the oft-defaulted to persona of the near-sighted UX designer.Then the iPad arrived in 2010 and now copyist tablets have added to the mix there’s been a huge proliferation of formats. Now we can’t judge where mobile ends and tablet begins – or even where desktop and laptop and web TV differ.There are two basic issues:1) We can’t possibly keep a range of different stylesheets or versions of our websites up to date2) It’s a waste of and try to second guess people’s context of use or information needs just from screen size and device format. We can alwaystell which devices are connecting to us, but we can’t tell what people are doing or, really what their content needs are until they state their intention.Those days are over.People regularly two or three screen at home – for example watching X-Factor on a large LCD while using their phone and laptop to engage with the X-Factor backchannel community.
  • Big experience - A concept model for digital strategy & product management with UX and SXD

    2. Themes, Memes, Megatrends
    3. Progress
    4. development introduction growth too late maturity decline
    5. Wise people put their trust in ideas not circumstances* * Ralph Waldo Emerson
    6. New Rules
    7. FragmentationNot just fragmentation –consumption style beingaltered• Two-screening• Channel shifting• Time-shifting Source: Wired
    8. Format proliferation - design for responsiveness Laptops Noteboooks TabletsMobiile phones Desktops Internet TV
    10. Customer journeys with stings in their tails
    11. Inversion of message authority
    13. No more (faux) shaky handhelds
    14. A little nudge and everyone’s doing UX…
    15. What about CX? Is it UX + stuff that’s offline?Is it what ad agencies have been doing all along? Is it service design?
    16. CX: ‘known knowns’The companies allocating the greatest amount of resources toCustomer Experience are widely recognized for providingdisappointing customer experiences.[Exceptions AMEX & Vodafone.]
    17. Customer experience management (CEM) is in danger ofbeing "misunderstood into extinction”78% of executives now in CE have been redeployed fromareas such as marketing and customer service, with nobackground in CE.A large number of companies simply hand out new titles to operations staff without truly committing tocustomer experience management."The lack of effort behind the change ensures the failure ofcustomer experience management in the eyes of corporateleadership.”Customer Experience Management: Extinction Bound? and September, 2011. 53 in-depth interviews with CE executives/industry experts and analysis of8,000 CE executives (including 500 in the U.S.) from 2,106 "CE-active" companies across 239 countries.CE presence / CE title on LinkedIn.
    18. What will the future ask of us? evolving customer expectations Service global mass affluent new types of process & products people business via technology data – analytics & CRM social media transparency the need for speed Service 2020 Megatrends for the decade ahead (Economist Intelligence Unit)
    19. The digital medium is not just the way of delivering or accessing the product It is the product
    20. Experience Information& UX architecture Product architecture Service architecture Brand architecture propositionIt’s all the same to It’s just scaffoldingthe customer for the proposition
    21. If my experience of the brand is through the product and the service provided around it The product and service are the brand
    22. CategoryIt’s emotional Brand Service ProductInformation / UX Experience
    23. BIG EXPERIENCE is full lifecycle Experience InformationarchitectureProduct architectureService architecture Brand architecture Plan Create Learn Execute Measure
    24. BIG EXPERIENCE places insight at the core Plan Create Insight Learn Execute Measure
    25. BIG EXPERIENCE = “Fast Experience” – it keeps moving More frequent iterations Plan CreateMore agileresponses to Insightcustomer Learn Executefeedback Measure More incremental changes
    26. Realign don’t redesign Evolution not revolutionThe launch is not the end, it’s just the beginning. The pace of technology change and evolving customer expectations requires smaller, faster iterations and releases.
    27. BIG EXPERIENCE gets its hands dirtyDetached Plan CreateCOLD InsightHOT Learn Execute MeasureAttached
    28. The UX footprintProjectmanagementProductdevelopment UX Plan Create Learn Execute Measure
    29. A bigger footprint = more relevant Plan CreateProductmanagement Learn Execute Measure
    30. Uses real-time technology(And looks forward towhen the tools willcatch up with ourimagination) Plan CreateProductmanagement Learn Execute Through the cycle but not well integrated MeasureProcess & Powerful but limited creation toolstechnologyincreasingly ( )more integrated New premium product suggests longer term integrated platform play
    31. BIG EXPERIENCE creates opportunities for planners and IAsMore collaborationbetween strategy & UX Plan
    32. Looks at designing for impact and emotion (not just usability and accessibility) Higher production values Richer content Branded content Multiformat Create
    33. Plays well with creative The rise of agile methods Innovation and ideationCreative concepting in parallel with UX Plan Create
    34. Loves new ways of solving problems with process and technology Execute Private beta Public beta MVT & A/B
    35. Loves making things which are real Plan CreateThere’s a lot riding on this – it needs to look flawless when I Executepresent it to the board.Digital product development I need repeatable• Hi-fidelity prototyping process for new• POC development releases – constant change is business as• Pattern libraries usual.
    36. Knows which tools to use to ask the right questions at the right time “Why would I want to do usability testing? I have 100,000 people hitting my website every week and all the data I need.” Measure Real-time sentiment monitoring Multichannel analytics
    37. Listens hard to customers Can we harness thepower of customers for product and service development? Collaboration and co-design Learn Customer communities Big data
    38. Knows people connect with people who see processes and silos as irrelevant at best Customers Customers SXD & Employee Customers engagement Customers
    39. Sees learning and collaboration as the future Higher production values Richer contentMore collaboration Multiformatbetween strategy & UX Plan Create Collaboration and co-design Learn Execute Customer communities MVT & A/B Measure Live beta Big data Real-time sentiment monitoring Multichannel analytics