Outside in, Better Design by Looking Outwards, UXSEA Summit 2019Kuldeep Kulshreshtha
This is the presentation deck from UX Conference session by Khai Seng of Studio Dojo as a part of UXSEA Summit 2019 in Singapore. UXSEA Summit 2019 was held from 18th to 20th November, 2019. For more information about UXSEA Society, visit https://uxsea.org/
The copyright of this material is with those who created this presentation material. Please take permissions from the authors if you are in doubt about copyright infringement.
This is the presentation deck from UX Conference session by Sakti Nuzan of Gojek as a part of UXSEA Summit 2019 in Singapore. UXSEA Summit 2019 was held from 18th to 20th November, 2019. For more information about UXSEA Society, visit https://uxsea.org/
The copyright of this material is with those who created this presentation material. Please take permissions from the authors if you are in doubt about copyright infringement.
Design the Right thing ... and then Design things Right - UXSEA Summit 2019Kuldeep Kulshreshtha
This is the presentation deck from UX Conference session by Victor Ong of Bain and Company as a part of UXSEA Summit 2019 in Singapore. UXSEA Summit 2019 was held from 18th to 20th November, 2019. For more information about UXSEA Society, visit https://uxsea.org/
The copyright of this material is with those who created this presentation material. Please take permissions from the authors if you are in doubt about copyright infringement.
Learn more about stakeholder maps on https://blog.morethanmetrics.com/stakeholdermaps/
This is a cheat sheet on how to create a stakeholder map – what details are important, how to arrange them and how to analyze connections between them.
This is the presentation deck from UX Conference session by Samantha Yuen of GovTech Singapore as a part of UXSEA Summit 2019 in Singapore. UXSEA Summit 2019 was held from 18th to 20th November, 2019. For more information about UXSEA Society, visit https://uxsea.org/
The copyright of this material is with those who created this presentation material. Please take permissions from the authors if you are in doubt about copyright infringement.
Outside in, Better Design by Looking Outwards, UXSEA Summit 2019Kuldeep Kulshreshtha
This is the presentation deck from UX Conference session by Khai Seng of Studio Dojo as a part of UXSEA Summit 2019 in Singapore. UXSEA Summit 2019 was held from 18th to 20th November, 2019. For more information about UXSEA Society, visit https://uxsea.org/
The copyright of this material is with those who created this presentation material. Please take permissions from the authors if you are in doubt about copyright infringement.
This is the presentation deck from UX Conference session by Sakti Nuzan of Gojek as a part of UXSEA Summit 2019 in Singapore. UXSEA Summit 2019 was held from 18th to 20th November, 2019. For more information about UXSEA Society, visit https://uxsea.org/
The copyright of this material is with those who created this presentation material. Please take permissions from the authors if you are in doubt about copyright infringement.
Design the Right thing ... and then Design things Right - UXSEA Summit 2019Kuldeep Kulshreshtha
This is the presentation deck from UX Conference session by Victor Ong of Bain and Company as a part of UXSEA Summit 2019 in Singapore. UXSEA Summit 2019 was held from 18th to 20th November, 2019. For more information about UXSEA Society, visit https://uxsea.org/
The copyright of this material is with those who created this presentation material. Please take permissions from the authors if you are in doubt about copyright infringement.
Learn more about stakeholder maps on https://blog.morethanmetrics.com/stakeholdermaps/
This is a cheat sheet on how to create a stakeholder map – what details are important, how to arrange them and how to analyze connections between them.
This is the presentation deck from UX Conference session by Samantha Yuen of GovTech Singapore as a part of UXSEA Summit 2019 in Singapore. UXSEA Summit 2019 was held from 18th to 20th November, 2019. For more information about UXSEA Society, visit https://uxsea.org/
The copyright of this material is with those who created this presentation material. Please take permissions from the authors if you are in doubt about copyright infringement.
Scottrade and Understanding the Customer Journey: When Segmentation Isn’t EnoughEffective
Presented at Engagement & Experience Expo 2014 by:
• Gina Bhawalkar, assistant vice president of user experience and accessibility at Scottrade
• Lys Maitland, senior user experience designer at EffectiveUI
By nature, Scottrade, Inc., a leading investing services firm clearly focused on numbers, had ample data and information on its clients from a UX and marketing research standpoint. As the company worked to enhance its strategic vision for client experience and add new services and solutions, company leaders knew they needed to not only bring all of their customer research together, but also fill in some gaps to gain a deeper understanding and get a full picture of its audience – both current clients and potential clients they are looking to attract. Working in close collaboration with user experience agency EffectiveUI, Scottrade embarked on a comprehensive ethnographic study, interviewing 36 people in their own environments to uncover what trading and investing meant to their lives overall, how Scottrade fits into this, the tools they use, where they need guidance or help and how they feel along the way.
Scottrade came away with a better understanding of its clients and what they needed beyond what the company’s segmentation models provided. Scottrade is now actively working to turn what they learned into action and tailoring its tools around its audiences. This session will provide the following tips to customer experience professionals who also want to really know their customers:
• How to start the process of embarking on a large research project, including how to make sure stakeholders are on board
• How to combine ethnographic research with quantitative research for the best understanding
• How to bring participant stories from the research to life for team members who were not involved in the interviews
• How to effectively socialize personas and journey maps throughout an organization
• Using personas and journey maps to drive actual business decisions and initiatives
• Taking the next step in monitoring and addressing the customer pain points uncovered in the journey mapping process
Designing a new end-to-end grant experience from ground up, from outside in.
In November 2014, SG Enable started a design sprint project with Outsprint to envision a new end-to-end experience for their new grant. This project tapped on human-centered design tools and techniques to help SG Enable better understand the needs and challenges faced by grant applicants, grant makers and other partners. This report captures the findings and ideas generated from the project.
SG Enable | SG Enable is an agency dedicated to enabling persons with disabilities.
https://www.sgenable.sg/
Outsprint | The fastest way to innovate public policy & social services.
http://outsprint.io
This presentation reviews the different approaches to research and outlines how you can bring the personas out of static documents and into the on-going conversation about your customers within your organization with something called Listening Sessions.
EMMRI2022 - Nicoletta Carboni - Research Infrastructures branding and positio...Nicoletta Carboni
This word was presented in the frame of EMMRI - Executive Master in Management of Research Infrastructures, at the University Milano Bicocca, with a focus on:
• Brand strategy: key elements and steps;
• Mapping stakeholders;
• Choosing the right communication channels to maximise impact;
• Planning an effective communication campaign: case study;
• An insight on digital communication.
Objective of the module on "Raising awareness of Research Infrastructures" was to provide participants with an adequate understanding of all the key issues related to communication and raising awareness in a research infrastructure. The module helped participants to analyse the communication process, its tools and styles, in order to create value (brand, reputation).
Do you understand the experiences of your customers? How about your employees? In this workshop/presentation Shift breaks down Journey Mapping best practices and offers hands-on guidance to perfecting your Journey Mapping skills.
This presentation aims to teach others how to use the user centered design methodology known as personas.
Personas are archetypes (models) that represent groups of real users who have similar behaviors, attitudes, and goals. A persona describes an archetypical user of software as it relates to the area of focus or domain you are designing for as a lens to highlight the relevant attitudes and the specific context associated with the area of work you are doing.
How to Think Like an Insurtech - Design Thinking & Insurance at Insurance Ope...Josh Levine
Presented Mar 2019 at Insurance Operations Bootcamp 2019 / Las Vegas, Four Seasons Hotel (Resource Pro)
Attendees included operations and sales executives from agencies, brokers, MGAs, and carriers.
Assessing Your Current DesignOps Practice: A Heuristic Model - Dave MaloufWeb à Québec
Many companies are finding that they are being asked to add a DesignOps practice to their existing design organizations. This is great news, because by adding an operational mindset, and putting intentional design to one’s design operations, only better design will happen, which is the point, eh?
But how can I measure and communicate success? How do I even know what success is? How can I prioritize, and roadmap planning, and growth of my DesignOps practice?
In this lecture, I will propose a system that can be easily deployed and even customized so that as a design leader or a DesignOps leader you can show anyone in your company where you are at and where you are going to be working to mature practice and why.
Measuring & Evaluating Your DesignOps PracticeDave Malouf
This premiere version of this talk was given at WAQ in Quebec City on April 10, 2019.
It has a brief introduction to DesignOps and then goes into how to measure and understand value of designOps to the team and business.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This comprehensive presentation with over 320+ slides covers 36 commonly used Design Thinking frameworks, mindsets and methods for Customer Experience innovation and redesign.
A detailed summary is provided for each design framework. The frameworks in this deck span across the inspiration, ideation and implementation phases of Design Thinking.
INCLUDED FRAMEWORKS & METHODOLOGIES:
1. Design Thinking
2. Assume a Beginner's Mindset
3. Persona
4. Empathy Map
5. Interviews
6. Extreme Users
7. Point Of View
8. "How Might We" Questions
9. Design Brief
10. Stakeholder Map
11. Customer Journey Map
12. Context Map
13. Opportunity Map
14. Brainstorming
15. SCAMPER
16. Affinity Diagram
17. Ideas Evaluation Matrix
18. Prioritization Map
19. Prototypes
20. Rapid Prototyping
21. Storyboard
22. Storytelling
23. Role Play
24. 2x2 Matrix
25. Ways to Grow Framework
26. Feedback Capture Grid
27. 70-20-10 Rule
28. Kano Model
29. Customer Profile
30. Value Proposition Map
31. Value Proposition Canvas
32. Business Model Canvas
33. The Golden Circle
34. Five Whys Analysis
35. ADKAR® Model for Individual Change
36. Kotter's Change Management Model
These frameworks and templates are used in many design firms. With this comprehensive document in your back pocket, you can find a way to address just about any problem or design challenge that can arise in your organization.
The level of detail varies by framework, depending on the nature of the model. Examples and templates are provided.
What if we had a method we could use with clients to better understand their stakeholder landscape and that would help us do more effective UX work? What if it was more like a consulting method instead of a design deliverable? Could that help us choose research, design and evaluation methods more effectively so we could have more impact on our projects?
I approach every project with one guiding principal; that no two projects are the same, and each problem requires its own analysis, iteration and proposed solution. The process must fit the problem.
I believe that personality, life experience and the ability to see the situation through the eyes of others are necessary traits for creating design with meaning.
That principal, my analytical approach to every problem, together with my hard skills as user experience designer and my formal architectural training, allow me to delve into each project with a fresh eye and an open mind, finding insights in unexpected places.
1st Conference - Catherine Hills - Service Design and Design ThinkingCatherine Hills
“Speaking with people. How to collaborate with and deliver value for your customers.”
It’s easy to say that we need to have “customer collaboration”, but how can we do this effectively? One way is by speaking to people, but what do you do with the information gathered to deliver valuable outcomes for them?
What does “human centred design”, “service design” and “design thinking” mean? How can we use “design sprints” and how can this be revalidated through the shorter feedback loops and frequent delivery that working with agility insists upon?
It’s all connected to human factors so let’s learn how these can combine to help us get closer to our customers and really deliver!
Catherine Hills is UX and Service Design Director at RMIT Online.
An accomplished and collaborative agile human-centered experience designer and research lead, she has worked for a range of businesses including ANZ Banking Group, SEEK, REA Group, Thoughtworks, 99designs, Envato and the University of Melbourne. Catherine is a seasoned Agile UX practice, delivery lead and people coach, with experience in product discovery and innovation.
Catherine entered industry as a graphic and interaction designer and front-end engineer. Since then, her experience has been gathered in organisations in both the United Kingdom and Australia. Catherine has led design and research in digital agencies, publishing companies, education, technology and startups.
https://www.1stconf.com/speakers/#catherineh
Storytelling For The Web: Integrate Storytelling in your Design ProcessChiara Aliotta
In this slides I explain how I have used storytelling techniques to elevate websites and brands and create memorable user experiences. You can discover practical tips as I showcase the elements of good storytelling and its applied to some examples of diverse brands/projects..
Scottrade and Understanding the Customer Journey: When Segmentation Isn’t EnoughEffective
Presented at Engagement & Experience Expo 2014 by:
• Gina Bhawalkar, assistant vice president of user experience and accessibility at Scottrade
• Lys Maitland, senior user experience designer at EffectiveUI
By nature, Scottrade, Inc., a leading investing services firm clearly focused on numbers, had ample data and information on its clients from a UX and marketing research standpoint. As the company worked to enhance its strategic vision for client experience and add new services and solutions, company leaders knew they needed to not only bring all of their customer research together, but also fill in some gaps to gain a deeper understanding and get a full picture of its audience – both current clients and potential clients they are looking to attract. Working in close collaboration with user experience agency EffectiveUI, Scottrade embarked on a comprehensive ethnographic study, interviewing 36 people in their own environments to uncover what trading and investing meant to their lives overall, how Scottrade fits into this, the tools they use, where they need guidance or help and how they feel along the way.
Scottrade came away with a better understanding of its clients and what they needed beyond what the company’s segmentation models provided. Scottrade is now actively working to turn what they learned into action and tailoring its tools around its audiences. This session will provide the following tips to customer experience professionals who also want to really know their customers:
• How to start the process of embarking on a large research project, including how to make sure stakeholders are on board
• How to combine ethnographic research with quantitative research for the best understanding
• How to bring participant stories from the research to life for team members who were not involved in the interviews
• How to effectively socialize personas and journey maps throughout an organization
• Using personas and journey maps to drive actual business decisions and initiatives
• Taking the next step in monitoring and addressing the customer pain points uncovered in the journey mapping process
Designing a new end-to-end grant experience from ground up, from outside in.
In November 2014, SG Enable started a design sprint project with Outsprint to envision a new end-to-end experience for their new grant. This project tapped on human-centered design tools and techniques to help SG Enable better understand the needs and challenges faced by grant applicants, grant makers and other partners. This report captures the findings and ideas generated from the project.
SG Enable | SG Enable is an agency dedicated to enabling persons with disabilities.
https://www.sgenable.sg/
Outsprint | The fastest way to innovate public policy & social services.
http://outsprint.io
This presentation reviews the different approaches to research and outlines how you can bring the personas out of static documents and into the on-going conversation about your customers within your organization with something called Listening Sessions.
EMMRI2022 - Nicoletta Carboni - Research Infrastructures branding and positio...Nicoletta Carboni
This word was presented in the frame of EMMRI - Executive Master in Management of Research Infrastructures, at the University Milano Bicocca, with a focus on:
• Brand strategy: key elements and steps;
• Mapping stakeholders;
• Choosing the right communication channels to maximise impact;
• Planning an effective communication campaign: case study;
• An insight on digital communication.
Objective of the module on "Raising awareness of Research Infrastructures" was to provide participants with an adequate understanding of all the key issues related to communication and raising awareness in a research infrastructure. The module helped participants to analyse the communication process, its tools and styles, in order to create value (brand, reputation).
Do you understand the experiences of your customers? How about your employees? In this workshop/presentation Shift breaks down Journey Mapping best practices and offers hands-on guidance to perfecting your Journey Mapping skills.
This presentation aims to teach others how to use the user centered design methodology known as personas.
Personas are archetypes (models) that represent groups of real users who have similar behaviors, attitudes, and goals. A persona describes an archetypical user of software as it relates to the area of focus or domain you are designing for as a lens to highlight the relevant attitudes and the specific context associated with the area of work you are doing.
How to Think Like an Insurtech - Design Thinking & Insurance at Insurance Ope...Josh Levine
Presented Mar 2019 at Insurance Operations Bootcamp 2019 / Las Vegas, Four Seasons Hotel (Resource Pro)
Attendees included operations and sales executives from agencies, brokers, MGAs, and carriers.
Assessing Your Current DesignOps Practice: A Heuristic Model - Dave MaloufWeb à Québec
Many companies are finding that they are being asked to add a DesignOps practice to their existing design organizations. This is great news, because by adding an operational mindset, and putting intentional design to one’s design operations, only better design will happen, which is the point, eh?
But how can I measure and communicate success? How do I even know what success is? How can I prioritize, and roadmap planning, and growth of my DesignOps practice?
In this lecture, I will propose a system that can be easily deployed and even customized so that as a design leader or a DesignOps leader you can show anyone in your company where you are at and where you are going to be working to mature practice and why.
Measuring & Evaluating Your DesignOps PracticeDave Malouf
This premiere version of this talk was given at WAQ in Quebec City on April 10, 2019.
It has a brief introduction to DesignOps and then goes into how to measure and understand value of designOps to the team and business.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This comprehensive presentation with over 320+ slides covers 36 commonly used Design Thinking frameworks, mindsets and methods for Customer Experience innovation and redesign.
A detailed summary is provided for each design framework. The frameworks in this deck span across the inspiration, ideation and implementation phases of Design Thinking.
INCLUDED FRAMEWORKS & METHODOLOGIES:
1. Design Thinking
2. Assume a Beginner's Mindset
3. Persona
4. Empathy Map
5. Interviews
6. Extreme Users
7. Point Of View
8. "How Might We" Questions
9. Design Brief
10. Stakeholder Map
11. Customer Journey Map
12. Context Map
13. Opportunity Map
14. Brainstorming
15. SCAMPER
16. Affinity Diagram
17. Ideas Evaluation Matrix
18. Prioritization Map
19. Prototypes
20. Rapid Prototyping
21. Storyboard
22. Storytelling
23. Role Play
24. 2x2 Matrix
25. Ways to Grow Framework
26. Feedback Capture Grid
27. 70-20-10 Rule
28. Kano Model
29. Customer Profile
30. Value Proposition Map
31. Value Proposition Canvas
32. Business Model Canvas
33. The Golden Circle
34. Five Whys Analysis
35. ADKAR® Model for Individual Change
36. Kotter's Change Management Model
These frameworks and templates are used in many design firms. With this comprehensive document in your back pocket, you can find a way to address just about any problem or design challenge that can arise in your organization.
The level of detail varies by framework, depending on the nature of the model. Examples and templates are provided.
What if we had a method we could use with clients to better understand their stakeholder landscape and that would help us do more effective UX work? What if it was more like a consulting method instead of a design deliverable? Could that help us choose research, design and evaluation methods more effectively so we could have more impact on our projects?
I approach every project with one guiding principal; that no two projects are the same, and each problem requires its own analysis, iteration and proposed solution. The process must fit the problem.
I believe that personality, life experience and the ability to see the situation through the eyes of others are necessary traits for creating design with meaning.
That principal, my analytical approach to every problem, together with my hard skills as user experience designer and my formal architectural training, allow me to delve into each project with a fresh eye and an open mind, finding insights in unexpected places.
1st Conference - Catherine Hills - Service Design and Design ThinkingCatherine Hills
“Speaking with people. How to collaborate with and deliver value for your customers.”
It’s easy to say that we need to have “customer collaboration”, but how can we do this effectively? One way is by speaking to people, but what do you do with the information gathered to deliver valuable outcomes for them?
What does “human centred design”, “service design” and “design thinking” mean? How can we use “design sprints” and how can this be revalidated through the shorter feedback loops and frequent delivery that working with agility insists upon?
It’s all connected to human factors so let’s learn how these can combine to help us get closer to our customers and really deliver!
Catherine Hills is UX and Service Design Director at RMIT Online.
An accomplished and collaborative agile human-centered experience designer and research lead, she has worked for a range of businesses including ANZ Banking Group, SEEK, REA Group, Thoughtworks, 99designs, Envato and the University of Melbourne. Catherine is a seasoned Agile UX practice, delivery lead and people coach, with experience in product discovery and innovation.
Catherine entered industry as a graphic and interaction designer and front-end engineer. Since then, her experience has been gathered in organisations in both the United Kingdom and Australia. Catherine has led design and research in digital agencies, publishing companies, education, technology and startups.
https://www.1stconf.com/speakers/#catherineh
Storytelling For The Web: Integrate Storytelling in your Design ProcessChiara Aliotta
In this slides I explain how I have used storytelling techniques to elevate websites and brands and create memorable user experiences. You can discover practical tips as I showcase the elements of good storytelling and its applied to some examples of diverse brands/projects..
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
PDF SubmissionDigital Marketing Institute in NoidaPoojaSaini954651
https://www.safalta.com/online-digital-marketing/advance-digital-marketing-training-in-noidaTop Digital Marketing Institute in Noida: Boost Your Career Fast
[3:29 am, 30/05/2024] +91 83818 43552: Safalta Digital Marketing Institute in Noida also provides advanced classes for individuals seeking to develop their expertise and skills in this field. These classes, led by industry experts with vast experience, focus on specific aspects of digital marketing such as advanced SEO strategies, sophisticated content creation techniques, and data-driven analytics.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
Connect Conference 2022: Passive House - Economic and Environmental Solution...TE Studio
Passive House: The Economic and Environmental Solution for Sustainable Real Estate. Lecture by Tim Eian of TE Studio Passive House Design in November 2022 in Minneapolis.
- The Built Environment
- Let's imagine the perfect building
- The Passive House standard
- Why Passive House targets
- Clean Energy Plans?!
- How does Passive House compare and fit in?
- The business case for Passive House real estate
- Tools to quantify the value of Passive House
- What can I do?
- Resources
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
Book Formatting: Quality Control Checks for Designers
Engagement exposlides 11.07
1. Scottrade and Understanding the Customer
Journey:
When Segmentation Isn’t Enough
Gina Bhawalkar Assistant Vice President • User Experience & Accessibility •
Scottrade
Lys Maitland Senior User Experience Designer • EffectiveUI
Brokerage products and services offered through Scottrade Inc. Member FINRA/SIPC.
2. Disclosures
The materials presented are being provided for educational purposes only. The information
presented or discussed is not a recommendation or solicitation by Scottrade or its affiliates.
Scottrade and its affiliates are not offering or providing any advice, opinion or recommendation
of the suitability, value or profitability of any particular tool or investment strategy.
Any specific securities or tools shown are for demonstration purposes only and should not be
considered investment advice.
EffectiveUI is a third party vendor not affiliated with Scottrade Inc. Third-party websites,
research, and tools are from sources deemed reliable. Scottrade does not guarantee accuracy
or completeness of the information and makes no assurances with respect to results to be
obtained from their use.
3. About Scottrade
Scottrade Financial Services, Inc. is a privately-held company that includes
Scottrade, Inc., Scottrade Bank, and Scottrade Investment Management.
Founded in 1980 to provide investors with a better way to invest and take control
of their financial success.
Our mission: Improve lives by helping people overcome barriers to financial
success.
Headquartered in St. Louis, MO with more than 3600 associates nationwide.
4. About EffectiveUI
EffectiveUI is a UX-focused technology agency that
creates transformational digital products
Founded in 2005 and headquartered in Denver, Colo.
We adapt technology and systems to human behavior
(versus the other way around)
Services include customer insight, strategic services,
experience design, software engineering and engagement
management
The company has received more than 150 industry awards
for innovation, design, and technology
5. Why we took on this research effort
Existing segmentation models weren’t telling us enough about our clients.
Existing personas were project level and based on assumptions.
We’d planted the seed, obtained buy-in, and the timing was finally right.
We’d found the right partner in EffectiveUI.
6. Understand who you are working with
Core UX Team
Stakeholders
Company climate
Leverage existing research
7. Research objectives
Uncover goals, behaviors and motivations for investing
Understand expectations
Discover needs across channels and their ecosystem of
financial service providers
Identify moments of truth for customers
Collect qualitative data to feed personas and journey maps
17. July 17, 2014
Socializing personas and journey maps:
The first step to putting our research into action
18. Take a strategic and tailored approach
Started with teams who could immediately apply them (e.g. UX).
Purposely refrained from sharing with some teams.
Tailored delivery that gave teams tools to apply to their area.
Poured a lot of time into doing it right.
21. Find ways to help people keep personas ‘top of mind’
22. Tap into peoples’ emotions
“…you see, I’m still trying to refine my trading strategy.
I put a lot of time into researching stocks I’m interested
in, and I plan out my trades before I execute them. But
still, I struggle with knowing the best time to get in and
out. I’d love to learn more about technical analysis, but
I’m struggling to find good educational materials that
help me understand what different indicators mean and
how traders use them along with other research to make
decisions. I think if we can partner together I can really
figure this out…”
25. Socialization Do’s and Don’ts
Do clarify how personas are to be used, and how they differ from segmentation models.
Do be thoughtful in terms of who you socialize with first – find your champions.
Do find creative, culturally appropriate ways to embed personas in your environment.
Don’t employ a ‘one size fits all’ approach – tailor your delivery to each team
Don’t forget about new hires.
Don’t share once and expect they’ll take hold – continually re-surface and re-engage.
26. July 17, 2014
Putting Personas and Journey Maps to work:
Changing how we make decisions
33. Putting Personas and Journey Maps to work
Update your design process and evolve deliverables to leverage
these new tools.
Prioritize pain points.
Inform future state experience maps.
Recognize what you don’t know – keep evolving!
34. Five final words of advice
1 Understand how the research will be used ahead of time.
2 Be patient with the process – it takes time.
3 Keep re-introducing your personas in new ways, and have fun with it!
4 Put your personas and journey maps to work – don’t let them sit on a shelf.
5 Pick the right partner and stay involved throughout.
EffectiveUI is a UX-focused technology agency
We help our clients adapt technology and systems to human behavior
Our services include customer insight, strategy, experience design and software engineering
GINA –
Just about a year ago we were in a situation where it became clear our customer segmentations just weren’t enough. We needed a deeper and foundational understanding of our clients. We had several segmentation models that were firmly rooted and well understood, but what we lacked was a model for thinking about our clients that really spoke to their mindsets, needs, environments, and emotions. The things CX people crave, right?
We had personas, sort of, but they were product specific and primarily based on assumptions.
We planted the seed for this effort over several months, pitching our business case to leadership and seeking buy-in. This was critical - we wanted to do it but wanted to make sure we did it right. And when the time came, we needed a partner with expertise in this type of research and a collaborative work style that meshed well with Scottrade. This led us to EffectiveUI.
HAND OVER TO LYS
In order to design an effective study, you have to know who you are working with and gather as much existing data as you can.
We met with the Core Team and realized we were working with a great team
They were :
committed to being involved every step of the way
Unwavering in their enthusiasm for the information
Understood how they wanted to use the findings from the research
steadfast in their belief that the final deliverables were going to be embraced by a larger audience than the original scope
We conducted stakeholder interviews to better understand the desires and expectations of those outside the Core UX Team
Attitudes about using qualitative research
The appetite for the research findings
What they hoped to see out of the research
The barriers to adoption of the personas and journey maps
From these meetings and interviews we discovered how the company culture viewed quantitative and qualitative research and how we needed to work with and communicate with Scottrade to ensure the success of the project.
We dove into the existing research and learned
Scottrade is a numbers driven company with the research to prove it!
they knew the ‘what’ but not the ‘why’
Uncovered what needed more investigation
Designed the study to validate and build on existing research and data about client segmentation
We set out to understand the mindset, emotional experience, environment, financial goals, and explicit/latent needs of clients when they invest or trade
To understand their expectations of Scottrade as well as their journey/needs across different channels and across their ecosystem of financial service providers
And to identifying moments of truth for Scottrade customers and collecting qualitative data that can feed into personas/journeymaps
We were looking to learn about the participants’ experience with investing and trading and how Scottrade fit into that
To do this:
We conducted 36 in-person interviews with a broad range of Scottrade customers
Each interview was 2 hours
They were held in 3 distinct markets
Across 3 weeks
We observed participants in their own environment
Ask questions to elicit stories about their investing and trading life
Observe them performing actual tasks and using their own tools
We were in many in bedrooms, living rooms, and in a few in people’s offices.
They opened up their homes and truly shared what it means to them to be involved in investing and trading
People were very generous and open with us, sharing what was meaningful to them both with investing and in their lives
And we met a of dogs and cats
Scottrade has a policy, that anytime anyone interacts with a client a Scotttrade employee needs to be present.
This actually dovetails nicely with the fact that EffectiveUI encourages client participation in research.
Witnessing interviews has a big impact on clients acceptance of research findings and their ability to incorporate it into their company.
The core team divided the interviews so that they all participated in a few days of the interviews
I feel that their participation empowered each of the team members to have greater empathy for their customers, and more intimately understand them. They collectively lived through all the research and were therefore better equipped to help bring those personas to life for the rest of Scottrade.
How do you share these stories with team members who are not present for the interviews?
That is where storytelling is very important.
Engaging the team
After each interview, we turned interviews into data as soon as possible through a formal debrief process
which we used to create these postcards to send back to the rest of the team at the Scottrade.
Because the research stretched over 3 weeks it was important to keep them engaged and aware of the progress in the field.
It was also a tool for the Core Scottrade team to circulate stories and engage the stakeholders and senior leadership to help generate excitement about upcoming personas.
Once we completed the interviews and began the preliminary analysis, persona framework and had an initial set of findings to share we visited Scottrade for a workshop that included a storytelling session where everyone who had participated in the interviews had to choose a participant and tell their story to the larger stakeholder group.
This activity helped bring to life the behaviors, motivations and goals we were drawing from to create the personas.
We were then able to work through the preliminary persona framework with this larger Stakeholder team. Bringing a beta version of the personas to them allowed us to share our thinking, hear the places the Stakeholders embraced the personas and where they needed more help understanding them.
We needed to ensure the personas would eventually be accepted by this larger group, or they would not be successful.
We had about 5-6 weeks to analyze the data and create the personas and journey maps.
We had 36 interview transcripts which were about 60-80 pages a piece to comb through.
That is about 2500 pages of interview data to sort through
(pause)
From those transcripts we created over 4,000 data points to analyze.
(pause)
In these photos you can see our workspace where we worked out the persona framework by doing participant clustering of the postcards
And you can see the prototype of the journey map in sticky notes. We estimate that we used over 1,000 sticky notes to visualize the data.
This is a long process. There is lots of thought that goes into the production of this type of work.
So, how did we stayed connected with the UX team throughout the process?
We were in Denver and they were in St Louis
We worked to ensure that the Core Team never wondered what we were doing.
Whenever we had a scrap big enough that could be understood by itself or with minimal explanation we sent it to them.
We sent photos and descriptions of everything.
Initial persona frameworks and their characteristics
Prototypes of the journey map
Initial concepts for visualizing the data, layout,
Anything we were sketching we were sharing
We posted artifacts to a collaboration site
we had regularly scheduled calls with the Core UX Team to discuss our progress on the work, the problems we were working at the moment and, to uncover any barriers that the work might encounter.
We relied on the Core Team to be up to date with the work and provide us the feedback we needed to ensure the successful adoption of the journey map and personas.
All of this collaboration reduced the surprises or big reveals. There is no point to a big revel if it is going to fall on its face.
Scottrade Core Team was aware of, and contributed to the thinking that went behind the creation of all the deliverables.
And this point is key. They needed to have this level of understanding because they were the ones who were going to have to make this work in their own organization.
This level of collaboration worked because the Core Team was prepared to put this much effort into the project.
So, after all this amazing collaboration, what did we produce?!?!
So how many of you have engaged with personas or journey maps?
These personas and journeymaps are a composite view of Scottrade’s customer based the qualitative interviews we conducted.
There is no made up data in these documents. It is all based in research.
Every word, phrase, action, emotion, image represented in the personas and journeymaps and can be traced back to actual interviews.
A persona framework allows you to look at your customer experience through the eyes of your customers
Why make personas?
A persona is a stand-in for a unique group of people who share a common experience but who may exist across widely different demographics.
Personas help create empathy for the different needs, behaviors, and mindsets of clients.
We can’t show you the actual documents, but we made a version to share the structure and that is what is really interesting.
It begins with a really good quote that exemplifies the persona’s attitude towards trading
Then there is a narrative to help you understand the point of view of the persona
What his standard routine is
What his goals and motivations are
What his approach to trading is
How he spends his time investing and what his focus is
There is a lot of information in this persona, but what is most important is that it is a tool to share the composite story of this persona.
To help Scottrade develop empathy for him and design tools specifically for him.
A journeymap enables your teams to understand the motivations, activities, emotional experience, and needs of your customers through each stage of their customer journey.
Why use Journeymaps?
Journeymaps are a tool to improve customer experience.
Journeymaps are based directly on what your customers are doing, thinking and feeling.
They visualize the journey a customer takes throughout investing and trading.
This is one stage of the journey map
It tells the story of these personas as they experience their journey
Once again, we collaborated closely with the Core Team on the structure of the journey maps.
We walked them through a process to determine exactly what they wanted and built a journey map based on their needs for content and structure
The top swim lane shows each persona and their influences, triggers and goals for activities in this stage of the journey
The second swim lane show what they are doing
The third shows what they are thinking and feeling throughout the journey
And the fourth shows the big thinking about the the opportunities to interact with customers in this stage
In a typical situation we deliver these documents and we don’t hear a lot of how they have been put to use. But I think I am safe to say most of them do not get the star treatment that Gina and her team have afforded them.
GINA –
We were really excited to start putting our new personas and journey maps into action, but the first step we had to take once we wrapped up our work with EffectiveUI was to begin socializing them strategically throughout Scottrade. My goal was to get to a point where people referenced our personas by name and could advocate for them on their projects, whether they are a designer or a senior vice president. We’ve poured a lot of time and energy into this task of socializing our personas and journey maps over the last year and I’m excited to share our approach with you today, as well as some things we learned along the way.
What we didn’t do is go start shouting from the rooftops – “Hey everyone, meet our personas!”. We took a very strategic approach to who we shared them with and when. We started with our UX and product teams, as we knew they could immediately use them as part of their design process. In this respect they were the ‘easy ones’ we knew would hop on board right away and be our champions. We then slowly broadened the audience from there. We also made the decision NOT to share our personas with certain groups, like our Investment Consultants in the field. They had their own, more sales based, model of thinking about clients and we didn’t want to add confusion to that.
When we socialized these with a team we didn’t take a one-size-fits all approach – we tailored the delivery. After introducing them we encouraged and answered questions. For example, with our content writers we really focused on how they could craft messaging that capitalizes on the positive emotions certain personas feel when placing a trade. In a nutshell, we helped each team think through how to use these in their daily work. We probably did about 15 90-minute sessions with different teams over the course of several months, and that time was well spent.
After the initial introduction, we then worked on ways to get our personas out into our environment. For most of us coffee in the morning or late afternoon is a given, right, so we figured, why not put our personas on coffee mugs! These were a hit and became a great conversation starter. “Hey Gina, is that your mom’s picture on that coffee mug?” “No, that’s Andrea, one of our client personas –– let me tell you more about her!” They also were a great motivator – for example when a new project teams kicks off, we can generate excitement by giving all team members a mug with their primary persona for that project.
To get our journey maps out in the environment, we did things like create an interactive customer experience gallery, where each week we’d post a different set of instructions for how to interact with the journey map. In this example, we had people annotating our journey map with different projects and ideas related to our client pain points. We made sure to put the map in a high foot traffic area (right off our lobby) so people would have to walk by it in the hopes it would then peak their curiosity and they’d engage. And it worked.
We also wanted employees to keep our personas ‘top of mind’, so we ordered mouse pads– it’s hard to forget our personas when they’re right there under your nose! We hoped this would encourage people not just to focus on the main persona their area may be designing for, etc., but to consider all five unique sets of needs.
Another strategy we used was tapping into peoples’ emotions. We wanted our teams and leaders to not just understand who the personas are, but to really empathize with them. We did this by writing letters from our personas and delivering them to vice presidents to read in their department meetings. We made sure the letters hit on both the good and the bad – what that persona has experienced with Scottrade that was favorable, but also what the pain points they’re asking that department to help them with. We found this was a really powerful approach to connect our employees with the personas on a more personal level.
We also just had a lot of fun with getting the word out about our personas! We created a jeopardy game to help employees get to know them better – their routines, wish list, what drives them, etc. This worked better than I anticipated - I saw employees actually ‘studying’ the personas diligently and quizzing each other in preparation for this game. Now, a gift card was at stake so that may have helped, but I loved that I really saw people get competitive about who knew the personas better.
Another fun thing we did was our UX team wrote a skit - is anyone familiar with the recent Alibaba IPO? Well, the scene was our five personas attending a monthly investment club meeting right after the IPO. We used this to stress how differently our personas reacted to the IPO, and the questions they had for Scottrade, to really cement the fact that the personas all have different needs, and they’re all equally important. What we found here was you can never underestimate the power of a good laugh to help solidify understanding!
To summarize, I’ll share my 3 do’s and don’ts based on our experience socializing personas and journey maps.
Do clarify how personas should be used. This includes how they relate to any other segmentation models you have. This was the #1 question I got from our very segmentation aware organization, so we made that a key piece of our discussions.
Do be thoughtful in terms of who you socialize with first – get your champions, and expand from there.
Do find creative but culturally appropriate ways to embed personas into your environment. Every organization is different – we knew that creating experiential things like models of each persona’s trading environment wasn’t going to culturally work for Scottrade, but other organizations do things like that. Whatever you decide, find a way to get them out there.
Don’t employ a ‘one size fits all’ approach – tailor your delivery to each team and make sure they know how to use them as part of their work.
Don’t forget about new hires – what a great time to teach people about your personas and journey maps than when they’re walking in the door. I hold a briefing each quarter for new folks who have joined and this has worked really well.
Don’t share once and expect they’ll take off – this takes a lot of work! It’s so important to continually re-surface and re-engage folks with these.
Once we’d socialized our new personas and journey maps, then we could really start putting them to work, and ultimatley changing how we make decisions.
The first step we took to put these to work was updating our design process and deliverables. Remember – these were new to us! In order to ensure alignment across our UX department we were very explicit in terms of how we communicated where these should be leveraged in our process, as you can see here.
Let me give just a couple of examples…
We create design briefs when we kick off design efforts, and we added areas to include the identification of primary and secondary personas and “elevator pitches” for each. These elevator pitches are an awesome tool that EffectiveUI suggested to us. Each stakeholder writes their pitch individually, shares with the others, and then UX compiles them into one consolidated pitch for each persona. This is an awesome tool for encourage business leaders to think about what their product needs to be for the client, not just how it benefits them from a revenue perspective.
We also created this exercise for, in our pre-project design phase, we challenge product owners to map proposed product features to known customer pain points from our journey maps as well as to impacted personas. This illuminates things like “what pain points are we alleviating if we succeed at this effort?” or in some cases, it may reveal that there are opportunities we didn’t consider and should.
In addition to updating our design process, we also put our journey maps by prioritizing our client pain points. Our research surfaced 55 – yes, 55 - pain points so we had our work cut out for us! We gathered CX leaders and discussed the personas most impacted by the pain point, projects completed or planned that will address it, and then ultimately assigned a Major, Medium, or Minor priority. This became the start of a pain point tracking mechanism to ensure we’re staying on top of these items – both celebrating successes and raising concerns to leaders.
We put our personas to work informing future state experience mapping efforts. We lead whiteboard sessions and ensure that the persona and their needs are front and center, becoming the lens through which we design new experiences.
All of this is great, but we also had to recognize what we didn’t know. For example, before we could really put these to work with our mobile team we needed to understand more about the mobile moments on our customer journey. So we’re actually in the process of doing a follow on research study with EffectiveUI as we speak on this topic. My point here is creating personas and journey maps is not a one and done situation – we need to keep evolving them and dig deeper in areas our company is focused on.
To recap… (summary of previous slides)
1 - Talking to the research/UX team, as well as stakeholders ahead of time to make sure goals and expectations are in line will help ensure success
2 - Research takes time. Be patient with the process and keep up to date with what your research team is doing, ask to be involved.
3 - Don’t present your personas and assume people will catch on – keep finding new ways to re-introduce them, and have some fun with it!
4 - Put your personas and journey maps to work – don’t let them sit on a shelf as so often happens with this kind of research! You have a window in which to get these to take hold, and embed them into your process, so grab it.
5 - Pick the right partner, and stay involved throughout. We knew we didn’t have the bandwidth or exercise to run this research internally, but we knew it was critical we stayed involved every step of the way so we could effectively own our artifacts and put them to work at the end of the day.