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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Big experience - A concept model for digital strategy & product management with UX and SXD
- 1. BIG EXPERIENCE http://twitter.com/jasontill
- 2. Themes, Memes, Megatrends http://twitter.com/jasontill
- 3. Progress http://twitter.com/jasontill
- 4. development introduction growth too late maturity decline http://twitter.com/jasontill
- 5. Wise people put their trust in ideas not circumstances* * Ralph Waldo Emerson http://twitter.com/jasontill
- 6. New Rules http://twitter.com/jasontill
- 7. Fragmentation Not just fragmentation – consumption style being altered • Two-screening • Channel shifting • Time-shifting Source: Wired http://twitter.com/jasontill
- 8. Format proliferation - design for responsiveness Laptops Noteboooks Tablets Mobiile phones Desktops Internet TV http://twitter.com/jasontill
- 10. Customer journeys with stings in their tails http://twitter.com/jasontill
- 11. Inversion of message authority http://twitter.com/jasontill
- 13. No more (faux) shaky handhelds http://twitter.com/jasontill
- 14. A little nudge and everyone’s doing UX… http://twitter.com/jasontill
- 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? http://twitter.com/jasontill
- 16. CX: ‘known knowns’ The companies allocating the greatest amount of resources to Customer Experience are widely recognized for providing disappointing customer experiences. [Exceptions AMEX & Vodafone.] http://twitter.com/jasontill
- 17. Customer experience management (CEM) is in danger of being "misunderstood into extinction” 78% of executives now in CE have been redeployed from areas such as marketing and customer service, with no background in CE. A large number of companies simply hand out new titles to operations staff without truly committing to customer experience management. "The lack of effort behind the change ensures the failure of customer experience management in the eyes of corporate leadership.” Customer Experience Management: Extinction Bound? http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=158814 June and September, 2011. 53 in-depth interviews with CE executives/industry experts and analysis of 8,000 CE executives (including 500 in the U.S.) from 2,106 "CE-active" companies across 239 countries. CE presence / CE title on LinkedIn. http://twitter.com/jasontill
- 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) http://www.slideshare.net/fred.zimny/service-2020-megatrends-for-the-decade-ahead-8787894 http://twitter.com/jasontill
- 19. The digital medium is not just the way of delivering or accessing the product It is the product http://twitter.com/jasontill
- 20. Experience Information& UX architecture Product architecture Service architecture Brand architecture proposition It’s all the same to It’s just scaffolding the customer for the proposition http://twitter.com/jasontill
- 21. If my experience of the brand is through the product and the service provided around it The product and service are the brand http://twitter.com/jasontill
- 22. Category It’s emotional Brand Service Product Information / UX Experience http://twitter.com/jasontill
- 23. BIG EXPERIENCE is full lifecycle Experience Informationarchitecture Product architecture Service architecture Brand architecture Plan Create Learn Execute Measure http://twitter.com/jasontill
- 24. BIG EXPERIENCE places insight at the core Plan Create Insight Learn Execute Measure http://twitter.com/jasontill
- 25. BIG EXPERIENCE = “Fast Experience” – it keeps moving More frequent iterations Plan Create More agile responses to Insight customer Learn Execute feedback Measure More incremental changes http://twitter.com/jasontill
- 26. Realign don’t redesign Evolution not revolution The 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. http://twitter.com/jasontill
- 27. BIG EXPERIENCE gets its hands dirty Detached Plan Create COLD Insight HOT Learn Execute Measure Attached http://twitter.com/jasontill
- 28. The UX footprint Project management Product development UX Plan Create Learn Execute Measure http://twitter.com/jasontill
- 29. A bigger footprint = more relevant Plan Create Product management Learn Execute Measure http://twitter.com/jasontill
- 30. Uses real-time technology (And looks forward to when the tools will catch up with our imagination) Plan Create Product management Learn Execute Through the cycle but not well integrated Measure Process & Powerful but limited creation tools technology increasingly ( ) more integrated New premium product suggests longer term integrated platform play http://twitter.com/jasontill
- 31. BIG EXPERIENCE creates opportunities for planners and IAs More collaboration between strategy & UX Plan http://twitter.com/jasontill
- 32. Looks at designing for impact and emotion (not just usability and accessibility) Higher production values Richer content Branded content Multiformat Create http://twitter.com/jasontill
- 33. Plays well with creative The rise of agile methods Innovation and ideation Creative concepting in parallel with UX Plan Create http://twitter.com/jasontill
- 34. Loves new ways of solving problems with process and technology Execute Private beta Public beta MVT & A/B http://twitter.com/jasontill
- 35. Loves making things which are real Plan Create There’s a lot riding on this – it needs to look flawless when I Execute present 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. http://twitter.com/jasontill
- 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 http://twitter.com/jasontill
- 37. Listens hard to customers Can we harness the power of customers for product and service development? Collaboration and co-design Learn Customer communities Big data http://twitter.com/jasontill
- 38. Knows people connect with people who see processes and silos as irrelevant at best Customers Customers SXD & Employee Customers engagement Customers http://twitter.com/jasontill
- 39. Sees learning and collaboration as the future Higher production values Richer content More collaboration Multiformat between 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 http://twitter.com/jasontill
Editor's Notes
- 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.