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The experience gap Where you want to be… Business Strategy Brand Strategy How well does your organisation connect? Culture, Organisation Experience Design & Governance Capability Where you actually are… Customer Experience
There are many emerging flavours ofUX strategy. This is ours.
User experience strategyA long-term vision, roadmap and KPIsto align every customer touch-pointwith your brand position and businessstrategy
The anatomy of a pain-pointA meaningful pain-point describes: The emotion someone would feel What causes that emotion Protected Overwhelmed Woee By the obvious By the security amount of About measures things to hidden fees learn about 30
What are experience design principles?Experience design principles describethe core values of the user experience ofa product or a serviceThey form the basis for creating a visionof your future customer experience
What are experience design principles?Experience design principles shouldbe aspirational and inspiringThey become stretch targets fortransforming your business and thecustomer experience
Creating design principlesGood experience of design principles GOOD DESIGN CUSTOMER BRAND PRINCIPLES EXPERIENCE ASSETS & INSIGHT 1. Based on VALUES customer research What is the current experience What are our brand values? like for our customers? 2. Short & How do we want the What do they like? memorable experience to be an expression of these? What are their frustrations and pain-points? 3. Cross-feature What are our differentiating assets and capabiliities What can we learn from our competitors? 4. Specific Have they been delighted 5. Non-conflicting before by similar services/offerings? How? Why? 6. Measurable
Source: Making UX Happen survey of top 3 barriers (100 respondents)
THE BUSINESS PROJEC UX ADVISOR T Inertia and resistance to change Driven by Lack of consultant technology Politics & Lack of senior-level and constraints skills & experienceorganisational client sponsor for UX silos Low Lack of stakeholder Ineffective Client lack of commitment communication vision, strategy and business to UX engagement -case in UX & persuasion Client doesnt measure Lack of Client doesnt Lack of time or understand understand budget Consultant UX processesthe value of UX & agency Lack of attitudes resources Source: Making UX Happen survey of top 3 barriers (100 respondents)
BUSINESS UX ADVISORPhoto Credit: http://www.flickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517