ConnecTech UX Matters Border Crossing UX 18092019
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What is user experience and why does it matter? Developed for Lloyd's Banking Group's ConnecTech conference Esther will take you through everything UX and how you can apply user centred design to your role.
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ConnecTech UX Matters Border Crossing UX 18092019
- 1. UX Matters LBG ConnecTech Esther Stringer, Managing Director Border Crossing UX @BC_UXTweets
- 2. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets We help clients: We are UX Specialists Objectively assess products and experiences. Radically improve customer journeys across channels. Explore and solve complex business problems. Rapidly develop and test new value propositions. Our approach We take a user centred approach to harnessing new opportunities and solving complex business problems. This allows us to test ideas and balance your organisation’s objectives with people’s needs.
- 3. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets I love my job!
- 4. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets Imagine a better world and create it
- 5. What is User Experience?
- 6. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets User + Product = Experience!
- 7. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets User Experience = Function + Emotional UX encompasses all of the elements and points that influence how a person perceives a company, its services and its products. It includes everything we see, hear and do as well as our emotional reactions. Think Feel Do I made the right choice This bike is well made I can easily ride this bike Safe Intelligent Savvy Cool Like an Olympian Ride the bike Tell their friends about the great bike Buy more bike related items
- 8. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets User Experience = Functional + Emotional
- 9. Why does UX matter? @BC_UXTweets
- 10. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets User Experience = Better outcomes Helping people achieve their goals Exploring and exploiting human behaviour Most value for the least effort Commercial survival
- 11. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets Helping people achieve their goals Problem: It can be difficult for men to hit the bowl after a few drinks.
- 12. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets Solution: Small black fly = 80% reduction in ‘Spillage’ .
- 13. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets Exploring and exploiting changes in Human behaviour Problem: How might we get people to move more in their daily lives?
- 14. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets Exploring and exploiting changes in Human behaviour
- 15. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets Deliver the most value for the least effort Problem: How do you improve (and make more money) on a market leading product?
- 16. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets Solution: 1. Change the experience .
- 17. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets Solution: 1. Change the experience 2. Charge more for different experiences .
- 18. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets Its about survival Problem: Start-ups and digital disrupters taking your market share.
- 19. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets Solution: Give people what they want, how they want it, when they want it. (or they will go elsewhere)
- 20. How can you use UX? B C U X * @BC_UXTweets
- 21. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets 21 1. Define: Identify the core challenge and its key stakeholders. 2. Discover: Explore the problem and the people it impacts. 3. Generate: Develop ideas and prioritise them as solutions. 4. Test: Validate your assumptions and evaluate your concepts. 5. Deliver: What people want and your organisation’s needs. key objectives of this project are to: Take a user centred approach
- 22. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets 22Define: Identify the core challenge and its key stakeholders What is the problem? Who are the stakeholders? What outcomes can we achieve for them? What are the constraints we have to work within? What are the measurements for success so we know when we have solved the problem?
- 23. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets Discover: Explore the problem and the people it impacts. • How should we prioritise stakeholders? • What is their purpose? • What do we want them to think, feel and do? • What are their wants and needs? • What problems will we help them overcome? • How will our solution fit into their lives?
- 24. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets Discover: Explore the problem and the people it impacts. • How should we prioritise stakeholders? • What is their purpose? • What do we want them to think, feel and do? • What are their wants and needs? • What problems will we help them overcome? • How will our solution fit into their lives?
- 25. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets Generate: Develop ideas and prioritise them as solutions.
- 26. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets Test: Validate your assumptions and evaluate your concepts.
- 27. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets Deliver: What people want and your organisation’s needs.
- 29. bordercrossingux.com | +44 (0) 131 467 9227 | @BC_UXTweets 3 key takeaways 1. User Experience is about interacting with people both functionally and emotionally. 2. Applying a user centred design process to solving any problem will help you do more less and achieve better outcomes. 3. Put people at the heart of everything you do.
- 30. Edinburgh London +44 (0)131 467 9227 hello@bordercrossingmedia.com Border Crossing Suite 4 Waterside House 46 Shore Edinburgh EH6 6QU +44 (0)203 097 1600 hello@bordercrossingmedia.com Border Crossing One Pancras Square King’s Cross London N1C 4AG Online @BC_UXTweets @bordercrossingux @bordercrossingux Need UX?
Editor's Notes
- Good afternoon and thank you for coming along to the UX Matters session at ConnecTech. My name is Esther Stringer and I am Managing Director of Border Crossing UX
- A user experience specialist company based in Edinburgh and London. And it is my pleasure to share with you how, for over 10 years we have delivered valuable business outcomes, across sector using one method: User Centred Design. And the reason it is my pleasure to be here is two-fold. Firstly, this is where my journey into user experience began, right here in Port Hamilton in November 2006 when I had my first training in customer service before I joined the DCC and worked in several roles for 3 years. I didn’t know it a the time, but that was the first step on my journey to becoming a UX specialist and I am so grateful to LBG for that training because
- I love my job. Because whether I am imaging a better way for an insurance company to do online renewals or creating new user journeys for people to get critical healthcare or designing IOT smart devices for toilets in tents in Newcastle, I get to speak to interesting people, find out there problems and help them solve them.
- Because essentially it is my job to imagine better world for people and then create it. And that’s pretty exciting but how do I do it? By creating environments and processes that stimulate organisations to think progressively and solve business challenges. And we do this by putting people at the heart of everything we do. No matter what the problem is we focus on what works for the user. And that is why I am here today to share with you what user experience is, why I think it matters and some simple techniques that you can use no matter what your role is to improve your propositions and experiences, so that you can reduce your risks and improve your return on investments.
- So let’s start by looking at what is user experience?
- When I started at Border Crossing UX few people were talking about UX. Even now a lot of people think it is about digital stuff, websites, apps etc. However User Experience is more than digital and has been around a lot longer. It is about how people interact with products or services. Sounds simple right? Well it is if you take into account all factors. User experience is not just about the functional – such as does the wheels on the bike go round when the user pedals.
- But UX is much more than that. It encompass all the elements and points that people are influenced by on both a conscious and unconscious level. It’s about going beyond the functional of what people see, do and hear and engaging with them on an emotional level. Its not just about whether the bike works but how it makes the user think and feel, about the bike, about cycling and about themselves. To deliver a great experience you have to think about and then design what people want from every element of the bike from the way the leather on the handle bars feels, to the way the metal smells to how adjustable the seat is and easy the gears are. You want to build them a bike that makes them feel like Chris Hoy or Laura Kenny. To deliver a truly great user experience you have to first find out what works best for your target customers and designing every element to suit them. .
- A great example of a good user experience is the apple product unpacking and onboarding. Apple thought about how they wanted their customers to think and feel and what they wanted them to do at each stage of the unboxing/on-boarding process and made it a delightful and rewarding process for their customer. From the way the box feels and sounds as you open it, to the simple and understandable instruction sheets to the step-by-step onboarding process that teaches you how to use the device as you set it up. All of which gives you a positive experience that develops a strong emotional connection to the device and the brand.
- Now we know what it is – why does it matter?
- Well in essence User Experience is about delivering better outcomes, for your customers but also your bottom line. UX will help people to achieve their goals when interacting with you and in turn complete the tasks and outcomes you want.
- First up User experience helps people achieve their goals. Take a look at this simple problem – Men’s urinals. Now I am not a frequenter of such venues but I am sure we are all aware of the common problem of gentlemen missing the bowl. It’s a problem for the user – the men – but also the owner of the establishment and their staff who have to clean up the spillage. How do you design a solution to this problem? Well you could put up fancy signs or design cool bowls in the hope that may affect behaviour. Will that really help when people have had a few drinks?
- Maybe but may not. So a really clever design firm decided to tackle it differently and came up with this simple solution. They put a little black fly in each urinal bowl. Why? Well they did their research and discovered that the thing that the majority of men responded to was having something to aim at. The result – spillage in urinals with flies is reduced by up to 80%
- But UX is more than just helping people achieve their goals. It is about exploring and exploiting changes in human behaviour and the technology we are building and using. You can use user experience design to address and change issues in human behaviour. Take the issue of the people of the World becoming fatter and lazier how might we get people to move more? Take the stairs more? Well take a look at this clever solution to try and change our behaviour.
- But UX is more than just helping people achieve their goals. It is about exploring and exploiting changes in human behaviour and the technology we are building and using. You can use user experience design to address and change issues in human behaviour. Take the issue of the people of the World becoming fatter and lazier how can you get people to move more? Take the stairs more? Well take a look at this clever solution to try and change our behaviour.
- So that is great for society and people but what about the businesses? Well UX is so important for a business it allows you to prioritise the outcomes with the highest return on investment for the company and the user so you can focus on those and deliver the most value for the least effort. Take Heinz for example – how do you improve on a market leading product such as ketchup?
- You change the experience. By changing the bottle but not the recipe Heinz were able to improve the user experience of ketchup and deliver more value to their Customers. Plus the bottle was cheaper to make and ship so they saved money. But not only that they even took this principle into the solution as this ketchup bottle requires less effort to get more out of the bottle easily.
- But in order to not disappoint the old fans of the glass bottle, Heinz continued to manufacture them but sell them at a higher unit price. Thus they could change the behaviour of people by encouraging them to opt for the cheaper bottle, but also maintain their die hard fans, giving all their users what they want and still make more money overall.
- And if you don’t stay on top of what your users want and how they want it you can end up being left behind. Take a look at these well known brands. Why did the top four not succeed? Because they stuck to the old ways of doing things and didn’t grasp all that digital technology and mobile technology had to offer. Each one has been replaced by a digital disruptor who essentially provides the same service/information/data. But the difference is that those that won exploited the tech that people already had to provide it simpler, quicker and more convenient experience. But good disrupters are cleverer than just providing a transactional relationship. Not only did each of these companies provide a better, more convenient functionality, they have also been clever in engaging emotionally with their users. Instagram allows me to store and share memories – a hugely emotive experience. Netflix, Amazon and Spotify tailor suggestions on what I like providing a ‘unique’ experience to me. So it is imperative to keep up with what your users want and need.
- Because everything changes. All the time. You can’t stop it. People are always evolving. How and why we do things changes continuously in line with our environment. And the pace of technological development means that human behaviour and expectations are growing all the time. So you need to apply User Experience Techniques to ensure that you are always helping people achieve their goals, your are exploiting the latest technology to change human behaviour, without leaving your core customers behind so that you can not just survive, but thrive..
- So how can you use UX techniques to improve the propositions, products and services you provide to ALL your users (and make more money?)
- Well start by taking a user centred approach and putting people at the heart of everything you do. You need to start by defining the challenge and its key stakeholders. Discover more about the problem, the people it impacts from both a customer and business perspective and then you can generate ideas and prioritise them as solutions. Your solutions should then be tested and evaluated by real people to see what works and what does and then you will be able to know that you are delivering propositions that people want and your organisations needs.
- So let’s start by how do you define a problem? Especially when you often are just presented with one? Well the best way is to start mapping it out. What is the problem? Who are the stakeholders involved, internal and external? What are the outcomes that you can achieve for these stakeholders by solving this problem, like save time, money, give better experience? What are the constraints that you have to fix it in, how much time do you have, how many people can work on it? What are the measurements of success for solving this problem, more money, less complaints etc.? Once you have mapped out the problem area and you should be able to have a solid foundation to start to discover whether your initial assumptions are correct and where there are opportunities to solve them.
- And discovery is all about understanding what the context of the problem, how it makes people think and feel as well as what it makes them do and its severity. It's about asking the right questions, not just of your stakeholders but of yourself. Who you are designing for, what are the relevant stakeholders and how do we prioritise them? What is their purpose for interacting with us? How do we want them to think, feel and do when they interact with us? What do they want and need, and not just in the context of your event but in their wider life. What problems or challenges do they face that you are going to help them overcome? How will your new proposition help them complete their goals? How will it fit into their lives?
- There are many techniques that you can use to find the answers to these questions from generative, exploratory research to come up with new ideas or evaluative research to see how well things are performing and where you can make small improvements with big impact. And the beauty of working in an organisation like Lloyds Banking Group is that you have no issue with accessing data from different stakeholders. You have market research surveys, customer logs, interactions, calls, complaints, web analytics – all of which will allow you to build an picture of your stakeholders. And a great place to gain insight is the customer service team. The call handlers, complaints team and the servicing teams all have to deal with problems every day and are a treasure trove of insight just waiting to be tapped.
- So once you have discovered the answers you need you can start to generate ideas. There are loads of ways to brainstorm, design and develop concepts. I always recommend that whatever technique you choose that when you are coming up with ideas you need a large quantity of different ideas to achieve a few quality ideas. All too often we fall back to the way things have always been done, or what the competition do and so we short cut our creative thinking and get straight into designing a solution. I’d suggest that instead of doing that you take a step back and try to generate as many ideas as you can in a short space of time and then prioritise them based on most impact for the least effort. In my workshop this afternoon on creative problem solving I’ll be taking people through Google’s Crazy 8 process where you generate 8 different ideas in in 8 minutes. Then you can look to merge the ideas that work together or stick to a simple solution. And once you’ve got a good ideas of the solution it's time to
- Test it. And if possible without building it at all. In order to keep the costs of any project low it is best to test your ideas early before a large amount of money is spent on them. You can do this by creating some simple prototypes, on paper or online, that can be tested with real people internally and externally. As long as your prototype is representative of the final proposition and will show people how it will work and what they can do, you can garner some fantastic feedback that will either validate your assumptions and evaluate your concepts without a costly build. And once you have tested and validated your concept
- Then you are ready to build and deliver it. All with the knowledge that as you have designed with your key stakeholders at the heart of the process but also within the constraints of the organisation that you will deliver a solution that will not just help people achieve their goals, but also the organisation to achieve its goals, reduce its risk and increase its ROI.
- So that was a quick whirlwind tour of What user experience is, why it matters and how you can use it. I’d like to thank you for inviting me to come back to Lloyd’s banking group today and before I go I’ll leave you with my 3 key takeaways:
- UX is about interacting with people on both a functional and emotional level. You have to not just think about what people do, but how they think and feel. Whatever your role is, if you apply user centred design to problem solving you will not only achieve more with less, but you will achieve better, validated outcomes for both your stakeholders and your organisation. And remember UX is all about good outcomes. And if there is just one thing you take away today. Put people at heart of everything you do. Because tech is great, but what is the point of it without the people to use it?
- Thank you for your time – any questions?