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© 2010 The Vanguard Group Inc. All rights reserved.<br />1<br />Experience Strategy:<br />Dealing with a UX Mid-life Crisi...
© 2010 The Vanguard Group Inc. All rights reserved.<br />2<br />http://www.flickr.com/photos/mrbigdog2k/2539218247/<br />
© 2010 The Vanguard Group Inc. All rights reserved.<br />3<br />http://www.flickr.com/photos/ackook/2012371141/<br />
© 2010 The Vanguard Group Inc. All rights reserved.<br />4<br />http://www.flickr.com/photos/10037058@N08/2805524085/<br />
© 2010 The Vanguard Group Inc. All rights reserved.<br />5<br />http://www.flickr.com/photos/asten/2776369677/<br />
© 2010 The Vanguard Group Inc. All rights reserved.<br />6<br />http://www.flickr.com/photos/7817806@N02/3003122116/<br />
© 2010 The Vanguard Group Inc. All rights reserved.<br />7<br />
© 2010 The Vanguard Group Inc. All rights reserved.<br />8<br />
© 2010 The Vanguard Group Inc. All rights reserved.<br />9<br />http://www.flickr.com/photos/12905355@N05/4275453227/<br />
© 2010 The Vanguard Group Inc. All rights reserved.<br />10<br />http://www.flickr.com/photos/iirraa/3682940547/<br />
© 2010 The Vanguard Group Inc. All rights reserved.<br />11<br />
At mid-life we discovered two problems:<br /><ul><li>Project teams are too focused on their goals and don’t consider the b...
We have no consistent way to gauge success</li></ul>We have these problems because we don’t have a common language for des...
Users have goals<br />… and the business has goals<br />Users do things to try to meet their goals<br />… and the business...
Users have goals<br />… and the business has goals<br />Users also have feelings about their goals & tasks<br />… and the ...
User-driven tasks<br />Business-driven tasks<br />Capabilities<br />Find an investment company<br />Make good investment d...
Capability Strategy Sheet<br />Experience Strategy Map<br />User-driven tasks<br />Business-driven tasks<br />Capabilities...
User-driven tasks<br />Business-driven tasks<br />Capabilities<br />Rollover Offer<br />(web)<br />© 2010 The Vanguard Gro...
User-driven tasks<br />Business-driven tasks<br />Capabilities<br />Rollover Offer<br />(web)<br />© 2010 The Vanguard Gro...
User-driven tasks<br />Business-driven tasks<br />Capabilities<br />Rollover Offer<br />(web)<br />© 2010 The Vanguard Gro...
© 2010 The Vanguard Group Inc. All rights reserved.<br />20<br />Rollover my 401(k) to Vanguard <br />1<br />Rollover 401(...
Emotional considerations<br />2<br />3<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />21<br />Rollover my 4...
© 2010 The Vanguard Group Inc. All rights reserved.<br />22<br />Rollover my 401(k) to Vanguard <br />Emotional considerat...
Emotional considerations<br />Many users aren’t sure what they need to know in order to make a good decision.  Offering to...
Emotional considerations<br />Many users aren’t sure what they need to know in order to make a good decision.  Offering to...
Emotional considerations<br />Many users aren’t sure what they need to know in order to make a good decision.  Offering to...
Rollover my 401(k) to Vanguard <br />1<br />Rollover 401(k) plans into Vanguard IRAs<br />Get investment recommendations<b...
Rollover my 401(k) to Vanguard <br />1<br />Rollover 401(k) plans into Vanguard IRAs<br />Get investment recommendations<b...
Rollover my 401(k) to Vanguard <br />1<br />Rollover 401(k) plans into Vanguard IRAs<br />Get investment recommendations<b...
Rollover my 401(k) to Vanguard <br />1<br />Rollover 401(k) plans into Vanguard IRAs<br />Get investment recommendations<b...
Rollover my 401(k) to Vanguard <br />1<br />Rollover 401(k) plans into Vanguard IRAs<br />Get investment recommendations<b...
Capability Strategy Sheet<br />Ensures that project teams are aware of the full scope of the capability and what is most i...
© 2010 The Vanguard Group Inc. All rights reserved.<br />32<br />tasks<br />Monitor my investments<br />Find out how much ...
© 2010 The Vanguard Group Inc. All rights reserved.<br />33<br />capabilities<br />Web<br />Print<br />Phone<br />tasks<br...
© 2010 The Vanguard Group Inc. All rights reserved.<br />34<br />capabilities<br />Web<br />Print<br />Phone<br />tasks<br...
Experience Strategy Map<br />Shows which capabilities support which client tasks across all channels – useful as we think ...
Look daunting but its composed of simple elements<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />36<br />ht...
© 2010 The Vanguard Group Inc. All rights reserved.<br />37<br />We need our business partners to spread the idea througho...
Helping the business …<br />… to reframe their ideas<br />http://commons.wikimedia.org/wiki/File:Two_silhouette_profile_or...
The same goals, tasks & emotions can often describe the current and future state<br />http://yearofadventure.wordpress.com...
The journey is as important as the destination<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />40<br />http:...
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Experience Strategy: Dealing with a UX mid-life crisis

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We make changes to our user experiences based on heuristics, usability testing, and data, but do we really know if we’re improving the overall experience over time and across projects?

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Experience Strategy: Dealing with a UX mid-life crisis

  1. 1. © 2010 The Vanguard Group Inc. All rights reserved.<br />1<br />Experience Strategy:<br />Dealing with a UX Mid-life Crisis<br />Richard Dalton<br />Rob Weening<br />IA Summit, Phoenix, April 10th 2010<br />
  2. 2. © 2010 The Vanguard Group Inc. All rights reserved.<br />2<br />http://www.flickr.com/photos/mrbigdog2k/2539218247/<br />
  3. 3. © 2010 The Vanguard Group Inc. All rights reserved.<br />3<br />http://www.flickr.com/photos/ackook/2012371141/<br />
  4. 4. © 2010 The Vanguard Group Inc. All rights reserved.<br />4<br />http://www.flickr.com/photos/10037058@N08/2805524085/<br />
  5. 5. © 2010 The Vanguard Group Inc. All rights reserved.<br />5<br />http://www.flickr.com/photos/asten/2776369677/<br />
  6. 6. © 2010 The Vanguard Group Inc. All rights reserved.<br />6<br />http://www.flickr.com/photos/7817806@N02/3003122116/<br />
  7. 7. © 2010 The Vanguard Group Inc. All rights reserved.<br />7<br />
  8. 8. © 2010 The Vanguard Group Inc. All rights reserved.<br />8<br />
  9. 9. © 2010 The Vanguard Group Inc. All rights reserved.<br />9<br />http://www.flickr.com/photos/12905355@N05/4275453227/<br />
  10. 10. © 2010 The Vanguard Group Inc. All rights reserved.<br />10<br />http://www.flickr.com/photos/iirraa/3682940547/<br />
  11. 11. © 2010 The Vanguard Group Inc. All rights reserved.<br />11<br />
  12. 12. At mid-life we discovered two problems:<br /><ul><li>Project teams are too focused on their goals and don’t consider the bigger picture
  13. 13. We have no consistent way to gauge success</li></ul>We have these problems because we don’t have a common language for describing the objectives of the experience<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />12<br />
  14. 14. Users have goals<br />… and the business has goals<br />Users do things to try to meet their goals<br />… and the business wants users to do things so it can meet its goals <br />Capabilities help users to do the tasks they want to do<br />… and encourage users to do the tasks the business wants them to do<br />Projects create new capabilities<br />Projects change existing capabilities<br />Goals<br />Are realized through<br />Tasks<br />Are enabled & encouraged by<br />Capabilities<br />Are created & changed by<br />Projects<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />13<br />
  15. 15. Users have goals<br />… and the business has goals<br />Users also have feelings about their goals & tasks<br />… and the business wants to encourage certain feelings<br />Capabilities help users to do the tasks they want to do<br />… and encourage users to do the tasks the business wants them to do<br />Projects create new capabilities<br />Projects change existing capabilities<br />Goals<br />Are realized through<br />+ Emotions<br />Are enabled & encouraged by<br />Capabilities<br />Are created & changed by<br />Projects<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />14<br />
  16. 16. User-driven tasks<br />Business-driven tasks<br />Capabilities<br />Find an investment company<br />Make good investment decisions<br />Follow Vanguard’s investing principles<br />Web<br />Phone<br />Paper<br />E-mail<br />Mobile devices<br />Radio/TV<br />Monitor my investments<br />Learn why Vanguard is great<br />Act on my investments<br />Bring assets to Vanguard<br />Stay current on news and commentary<br />Use Vanguard's products & services<br />Deal with taxes<br />Self-provision on the web<br />Help other people be successful investors<br />Spread the word about Vanguard<br />Help my heirs be successful at Vanguard<br />Trust Vanguard<br />90 tasks grouped<br />into 8 categories<br />45 tasks grouped<br />into 7 categories<br />635 capabilities and counting …<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />15<br />
  17. 17. Capability Strategy Sheet<br />Experience Strategy Map<br />User-driven tasks<br />Business-driven tasks<br />Capabilities<br />Find an investment company<br />Make good investment decisions<br />Follow Vanguard’s investing principles<br />Web<br />Phone<br />Paper<br />E-mail<br />Mobile devices<br />Radio/TV<br />Monitor my investments<br />Learn why Vanguard is great<br />Act on my investments<br />Bring assets to Vanguard<br />Stay current on news and commentary<br />Use Vanguard's products & services<br />Deal with taxes<br />Self-provision on the web<br />Help other people be successful investors<br />Spread the word about Vanguard<br />Help my heirs be successful at Vanguard<br />Trust Vanguard<br />90 tasks grouped<br />into 8 categories<br />45 tasks grouped<br />into 7 categories<br />635 capabilities and counting …<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />16<br />
  18. 18. User-driven tasks<br />Business-driven tasks<br />Capabilities<br />Rollover Offer<br />(web)<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />17<br />
  19. 19. User-driven tasks<br />Business-driven tasks<br />Capabilities<br />Rollover Offer<br />(web)<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />18<br />Find an investment company<br />Search for candidates<br />Find out about Vanguard’s reputation<br />Explore Vanguard’s range of products<br />Find out if there are fees to do a rollover<br />
  20. 20. User-driven tasks<br />Business-driven tasks<br />Capabilities<br />Rollover Offer<br />(web)<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />19<br />Find an investment company<br />Search for candidates<br />Find out about Vanguard’s reputation<br />Learn why Vanguard is great<br />Explore Vanguard’s range of products<br />Learn why our mutual funds are great<br />Find out if there are fees to do a rollover<br />Learn how we can help you do a rollover<br />Learn about the Vanguard story<br />Make good investment decisions<br />Get investment recommendations<br />Bring assets to Vanguard<br />Get information about investments<br />Rollover 401(k) plans into Vanguard IRAs<br />Learn the process and benefits of rollovers<br />Use Vanguard’s products & services<br />Act on my investments<br />Invest in simplified investing solutions<br />Rollover my 401(k) to Vanguard <br />Use Vanguard for advice or guidance<br />Transfer my IRA to Vanguard<br />
  21. 21. © 2010 The Vanguard Group Inc. All rights reserved.<br />20<br />Rollover my 401(k) to Vanguard <br />1<br />Rollover 401(k) plans into Vanguard IRAs<br />Get investment recommendations<br />2<br />Get information about investments<br />3<br />Learn the process and benefits of rollovers<br />4<br />Learn how we can help you do a rollover<br />5<br />Learn about the Vanguard story<br />6<br />Find out about Vanguard’s reputation<br />7<br />Learn why our mutual funds are great<br />Find out if there are fees to do a rollover<br />8<br />Transfer my IRA to Vanguard<br />9<br />10<br />Invest in simplified investing solutions<br />
  22. 22. Emotional considerations<br />2<br />3<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />21<br />Rollover my 401(k) to Vanguard <br />1<br />Rollover 401(k) plans into Vanguard IRAs<br />Get investment recommendations<br />Get information about investments<br />Learn the process and benefits of rollovers<br />4<br />High-level approach<br />Learn how we can help you do a rollover<br />5<br />Learn about the Vanguard story<br />6<br />Find out about Vanguard’s reputation<br />7<br />Learn why our mutual funds are great<br />Success criteria – “what is good?”<br />Find out if there are fees to do a rollover<br />8<br />Transfer my IRA to Vanguard<br />9<br />10<br />Invest in simplified investing solutions<br />
  23. 23. © 2010 The Vanguard Group Inc. All rights reserved.<br />22<br />Rollover my 401(k) to Vanguard <br />Emotional considerations<br />1<br />Rollover 401(k) plans into Vanguard IRAs<br />Anxious Confident<br />Frustrated Delighted<br />Disinterested Engaged<br />Confused Informed<br />Regretful Reassured<br />Envious Content<br />Alone Supported<br />Skeptical Trusting<br />Get investment recommendations<br />2<br />Get information about investments<br />3<br />Learn the process and benefits of rollovers<br />4<br />High-level approach<br />Learn how we can help you do a rollover<br />5<br />Learn about the Vanguard story<br />6<br />Find out about Vanguard’s reputation<br />7<br />Learn why our mutual funds are great<br />Success criteria – “what is good?”<br />Find out if there are fees to do a rollover<br />8<br />Transfer my IRA to Vanguard<br />9<br />10<br />Invest in simplified investing solutions<br />
  24. 24. Emotional considerations<br />Many users aren’t sure what they need to know in order to make a good decision. Offering too much information can lead to decision paralysis<br />2<br />3<br />4<br />High-level approach<br />5<br />6<br />Confused Informed<br />Success criteria – “what is good?”<br />8<br />9<br />10<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />23<br />Rollover my 401(k) to Vanguard <br />1<br />Rollover 401(k) plans into Vanguard IRAs<br />Get investment recommendations<br />Get information about investments<br />Learn the process and benefits of rollovers<br />Learn how we can help you do a rollover<br />Learn about the Vanguard story<br />Find out about Vanguard’s reputation<br />7<br />Learn why our mutual funds are great<br />Find out if there are fees to do a rollover<br />Transfer my IRA to Vanguard<br />Invest in simplified investing solutions<br />
  25. 25. Emotional considerations<br />Many users aren’t sure what they need to know in order to make a good decision. Offering too much information can lead to decision paralysis<br />2<br />3<br />4<br />High-level approach<br />5<br />Provide summary information about investments appropriate for rollovers within this capability. Provide contextual access to the full investment information – and an easy path back<br />6<br />Confused Informed<br />Success criteria – “what is good?”<br />8<br />9<br />10<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />24<br />Rollover my 401(k) to Vanguard <br />1<br />Rollover 401(k) plans into Vanguard IRAs<br />Get investment recommendations<br />Get information about investments<br />Learn the process and benefits of rollovers<br />Learn how we can help you do a rollover<br />Learn about the Vanguard story<br />Find out about Vanguard’s reputation<br />7<br />Learn why our mutual funds are great<br />Find out if there are fees to do a rollover<br />Transfer my IRA to Vanguard<br />Invest in simplified investing solutions<br />
  26. 26. Emotional considerations<br />Many users aren’t sure what they need to know in order to make a good decision. Offering too much information can lead to decision paralysis<br />2<br />3<br />4<br />High-level approach<br />5<br />Provide summary information about investments appropriate for rollovers within this capability. Provide contextual access to the full investment information – and an easy path back<br />6<br />Confused Informed<br />Success criteria – “what is good?”<br />80% of people who navigate to the full investment information from this page should use the in-page links vs. global navigation<br />8<br />9<br />10<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />25<br />Rollover my 401(k) to Vanguard <br />1<br />Rollover 401(k) plans into Vanguard IRAs<br />Get investment recommendations<br />Get information about investments<br />Learn the process and benefits of rollovers<br />Learn how we can help you do a rollover<br />Learn about the Vanguard story<br />Find out about Vanguard’s reputation<br />7<br />Learn why our mutual funds are great<br />Find out if there are fees to do a rollover<br />Transfer my IRA to Vanguard<br />Invest in simplified investing solutions<br />
  27. 27. Rollover my 401(k) to Vanguard <br />1<br />Rollover 401(k) plans into Vanguard IRAs<br />Get investment recommendations<br />2<br />Get information about investments<br />3<br />10<br />3<br />4<br />7<br />8<br />1<br />4<br />Learn the process and benefits of rollovers<br />4<br />Learn how we can help you do a rollover<br />5<br />4<br />Learn about the Vanguard story<br />6<br />Find out about Vanguard’s reputation<br />7<br />5<br />7<br />Learn why our mutual funds are great<br />Find out if there are fees to do a rollover<br />8<br />2<br />Transfer my IRA to Vanguard<br />9<br />5<br />10<br />Invest in simplified investing solutions<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />26<br />
  28. 28. Rollover my 401(k) to Vanguard <br />1<br />Rollover 401(k) plans into Vanguard IRAs<br />Get investment recommendations<br />2<br />Get information about investments<br />3<br />10<br />3<br />4<br />7<br />8<br />1<br />4<br />Learn the process and benefits of rollovers<br />4<br />Learn how we can help you do a rollover<br />5<br />4<br />Learn about the Vanguard story<br />6<br />Find out about Vanguard’s reputation<br />7<br />5<br />7<br />Learn why our mutual funds are great<br />Find out if there are fees to do a rollover<br />8<br />2<br />Transfer my IRA to Vanguard<br />9<br />5<br />10<br />Invest in simplified investing solutions<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />27<br />
  29. 29. Rollover my 401(k) to Vanguard <br />1<br />Rollover 401(k) plans into Vanguard IRAs<br />Get investment recommendations<br />2<br />Get information about investments<br />3<br />10<br />3<br />4<br />7<br />8<br />1<br />4<br />Learn the process and benefits of rollovers<br />4<br />Learn how we can help you do a rollover<br />5<br />4<br />Learn about the Vanguard story<br />6<br />Find out about Vanguard’s reputation<br />7<br />5<br />7<br />Learn why our mutual funds are great<br />Find out if there are fees to do a rollover<br />8<br />2<br />Transfer my IRA to Vanguard<br />9<br />5<br />10<br />Invest in simplified investing solutions<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />28<br />
  30. 30. Rollover my 401(k) to Vanguard <br />1<br />Rollover 401(k) plans into Vanguard IRAs<br />Get investment recommendations<br />2<br />Get information about investments<br />3<br />10<br />3<br />4<br />7<br />8<br />1<br />4<br />Learn the process and benefits of rollovers<br />4<br />Learn how we can help you do a rollover<br />5<br />4<br />Learn about the Vanguard story<br />6<br />Find out about Vanguard’s reputation<br />7<br />5<br />7<br />Learn why our mutual funds are great<br />Find out if there are fees to do a rollover<br />8<br />2<br />Transfer my IRA to Vanguard<br />9<br />5<br />10<br />Invest in simplified investing solutions<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />29<br />
  31. 31. Rollover my 401(k) to Vanguard <br />1<br />Rollover 401(k) plans into Vanguard IRAs<br />Get investment recommendations<br />2<br />Get information about investments<br />3<br />10<br />3<br />4<br />7<br />8<br />1<br />4<br />Learn the process and benefits of rollovers<br />4<br />Learn how we can help you do a rollover<br />5<br />4<br />Learn about the Vanguard story<br />6<br />Find out about Vanguard’s reputation<br />7<br />5<br />7<br />Learn why our mutual funds are great<br />Find out if there are fees to do a rollover<br />8<br />2<br />Transfer my IRA to Vanguard<br />9<br />5<br />10<br />Invest in simplified investing solutions<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />30<br />
  32. 32. Capability Strategy Sheet<br />Ensures that project teams are aware of the full scope of the capability and what is most important<br />Helps sponsors to stay focused on tasks and their priorities rather than design decisions<br />Supports controlled evolution of capabilities by providing a stable framework to evaluate success or failure<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />31<br />
  33. 33. © 2010 The Vanguard Group Inc. All rights reserved.<br />32<br />tasks<br />Monitor my investments<br />Find out how much money I’ve made<br />Check the status of transactions<br />Am I on track to reach my goal?<br />Check my balance<br />
  34. 34. © 2010 The Vanguard Group Inc. All rights reserved.<br />33<br />capabilities<br />Web<br />Print<br />Phone<br />tasks<br />Monitor my investments<br />Find out how much money I’ve made<br />Check the status of transactions<br />Am I on track to reach my goal?<br />Check my balance<br />
  35. 35. © 2010 The Vanguard Group Inc. All rights reserved.<br />34<br />capabilities<br />Web<br />Print<br />Phone<br />tasks<br />Monitor my investments<br />Find out how much money I’ve made<br />Check the status of transactions<br />Am I on track to reach my goal?<br />Check my balance<br />Client Homepage<br />Account Balances<br />Statement<br />Statement<br />Balances call<br />
  36. 36. Experience Strategy Map<br />Shows which capabilities support which client tasks across all channels – useful as we think about consistency of the experience<br />Shows the health of the entire experience - helping sponsors prioritize which capabilities should be improved<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />35<br />
  37. 37. Look daunting but its composed of simple elements<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />36<br />http://en.wikipedia.org/wiki/Mandelbrot_set<br />
  38. 38. © 2010 The Vanguard Group Inc. All rights reserved.<br />37<br />We need our business partners to spread the idea throughout the organization<br />http://www.flickr.com/photos/63197350@N00/471062320/<br />
  39. 39. Helping the business …<br />… to reframe their ideas<br />http://commons.wikimedia.org/wiki/File:Two_silhouette_profile_or_a_white_vase.jpg<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />38<br />
  40. 40. The same goals, tasks & emotions can often describe the current and future state<br />http://yearofadventure.wordpress.com/2008/09/16/ode-to-my-triptik/<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />39<br />http://www.flickr.com/photos/rapo/2251688164/<br />
  41. 41. The journey is as important as the destination<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />40<br />http://www.flickr.com/photos/quitelucid/246647500/<br />
  42. 42. Richard Dalton<br />Rob Weening<br />richard_dalton@vanguard.com <br />richard@mauvyrusset.com<br />@mauvyrusset<br />rob_weening@vanguard.com<br />Thanks also to Steve Weber<br />© 2010 The Vanguard Group Inc. All rights reserved.<br />41<br />

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