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Experience Design Consulting

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design brings great returns
Experience Design Consulting

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Experience Design Consulting

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design-led approach=success
Experience Design Consulting

many touchpoints
Experience Design Consulting

know what not to build
Experience Design Consulting

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Experience Design Consulting

Agility and….
people who focus on making digital products better
(for the end-users)
•! Human Computer Interaction

•! Customer Experience

•! Experience Design
•! Graphic Designer
•! Information Architect
•! Creative Director

•! Experience Architect

•! Interaction Designer

•! Customer Centered Design

•! User Experience (UX)

•! Product Design

Graphics

Data

Interaction

Experience
Experience Design Consulting

Customer Experience
Experience Design Consulting

Customer Experience
Experience Design Consulting

Customer Experience
Experience Design Consulting

Customer Experience
Experience Design Consulting

Customer Experience
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Experience Design Consulting

Product Development Lifecycle
Experience Design Consulting

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Customer Experience
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what do you see?
Experience Design Consulting

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Experience Design Consulting

Big Upfront Design
Experience Design Consulting

Big Upfront Design
Experience Design Consulting

Big Upfront Design
Experience Design Consulting

Big Upfront Design
Experience Design Consulting

Big Upfront Design
Experience Design Consulting

Big Upfront Design – why it’s bad
Isolated, non-collaborative approach
Experience Design Consulting

Big Upfront Design – why it's bad
UX make it worse by setting
unrealistic expectations
Experience Design Consulting

Big Upfront Design – why it's bad

We forget we
are building
products not
documents!
Experience Design Consulting

Big Upfront Design – why it's bad

People who build
are not even
involved in the
design!
Experience Design Consulting

Big Upfront Design – why it's bad

People are not empowered to take ownership
and manage the process better !
Experience Design Consulting

Big Upfront Design – why it's bad

Trust is lost!
Experience Design Consulting

Big Upfront Design – why it's bad

Big ideas that may
not be feasible,
done slowly
Experience Design Consulting

Blind Incremental Development
Experience Design Consulting

Blind Incremental Development
Experience Design Consulting

Blind Incremental Development
Experience Design Consulting

Blind Incremental Development
Experience Design Consulting

Blind Incremental Development
Experience Design Consulting

Blind Incremental Development
Experience Design Consulting

Blind Incremental Development – why it's bad

Assumes the
business knows
what it wants
upfront!
Experience Design Consulting

Blind Incremental Development – why it's bad

Business
acts as
proxy for
the end
user!

UX Designers and end
users are not involved!
Experience Design Consulting

Blind Incremental Development – why it's bad

Delivering an IT
solution rather than
an experience
solution!
Experience Design Consulting

Blind Incremental Development – why it's bad

Prone to general
chunkiness due to
lack of cohesion and
lack of clear vision!
Experience Design Consulting

Blind Incremental Development – why it's bad

Small ideas that are
technically feasible…
but still may not
deliver real value to
consumers…
done very quickly !
Experience Design Consulting

BAD

Still BAD

Big Upfront Design

Blind Incremental Development

•! Isolated, non-collaborative
approach

•! Collaborative, BUT often within a
limited team

•! Includes customer research
BUT often fails to turn these
insights into actionable designs
or initiatives

•! Often does NOT include
discovery about consumer needs,
focuses on the business acting as
a proxy for the consumer

•! Slow, bloated and ineffective at
delivering

•!Fast BUT often incremental, not
truly iterative and may not deliver
real value to its intended audience
(Customers)

Big ideas that may not be
feasible, done slowly

Small ideas that are
technically feasible… but still
may not deliver real value to
consumers, done very quickly
Experience Design Consulting

So what’s the solution?
Experience Design Consulting

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Experience Design Consulting

Let’s talk about Envisioning
Experience Design Consulting

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Experience Design Consulting

It’s not graphic design…
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Standard
Approach
create paper
based
documents of
increasing
visual fidelity
which imply
functional
behaviour

Agile UX
Approach
create interactive
prototypes of
increasing
functional and
visual fidelity in
order to model
and test
functional
behaviour and
the interactive
user experience

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Experience Design Consulting

What makes Envisioning different?
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Experience Design Consulting

Envisioning
Experience Design Consulting

Envisioning
Lots of User Interaction

Functional

Experiential

Very Little User Interaction
Experience Design Consulting

Envisioning

Bus

IM

BA

UX

DEV

QA

End Users
Experience Design Consulting

Envisioning

Bus

IM

BA

UX

DEV

QA

End Users
Experience Design Consulting

Envisioning

Bus

IM

BA

UX

DEV

QA

End Users
Experience Design Consulting

Envisioning

Bus

IM

BA

UX

DEV

QA

End Users
Experience Design Consulting

Envisioning

End Users

Business

Bus

IM

BA

UX

DEV

QA

End Users
Experience Design Consulting

Envisioning

Jeff Patton

IM

BA

UX

DEV

End Users

Business

X

Bus

“It’s not an
iteration if you
only do it only
once”

QA

End Users
Experience Design Consulting

Envisioning

Bus

IM

BA

UX

DEV

QA

End Users
Experience Design Consulting

Envisioning

Bus

IM

BA

UX

DEV

QA

End Users
Experience Design Consulting

Envisioning

Bus

IM

BA

UX

DEV

QA

End Users
Experience Design Consulting

Envisioning

Bus

IM

BA

UX

DEV

QA

End Users
Experience Design Consulting

Envisioning

Bus

IM

BA

UX

DEV

QA

End Users
Experience Design Consulting

Envisioning

Bus

IM

BA

UX

DEV

QA

End Users
Experience Design Consulting

Envisioning

Lean, Spare & Correct

Bus

IM

BA

UX

DEV

QA

End Users

Full, complete Build
efficiently
Experience Design Consulting

Other industries prototype, why don’t we…
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Experience Design Consulting

Innovation mantra…

Fail Fast
Fail Early
Fail Cheaply
Experience Design Consulting

Take a step back… the product lifecycle
Experience Design Consulting

Fully integrate to ensure quality…

Release
Inception

Iteration 1

Iteration 2

Iteration 3

Iteration 4

Iteration 5

Dev
Implement High Dev
Cost, Low UX cost
features

Dev
Implement UX Design

Dev
Implement UX Design

Dev
Implement UX Design

Dev
Non Functional Build /
Deployment

design analysis

design analysis

UX Prototype
Usability Test

Visioning
Ideation and Conceptual
Design

UX
Design for Iteration 2

design analysis

UX Prototype

UX Prototype

Usability Test

Usability Test

UX
Design for iteration 3
Review Iteration 1
User Test Both

UX
Design for iteration 4
Review Iteration 2
User Test Both

UX
Ideation and Conceptual Design for next release

•! Short iterative design steps and regular testing cycles
•! Transition from “incremental” design to truly “iterative” design
•! Multidisciplinary team with UX facilitating the design process

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Experience Design Consulting

Become part of the design process

please
help!

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Experience Design Consulting

Transform

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Experience Design Consulting

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Experience Design Consulting

Envisioning Pilot
•! Context : REA and Transformation
•! Results : Things we discovered about the
Envisioning approach
Experience Design Consulting

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Experience Design Consulting

Add experience design to your teams
Experience Design Consulting

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bring users in continuously
Experience Design Consulting

balance research and testing
Experience Design Consulting

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build personas from real users
Experience Design Consulting

go where it is used
Experience Design Consulting

Distil findings… fast
Experience Design Consulting

update the designs
Experience Design Consulting

set up the design wall
Experience Design Consulting

a place for ideas & challenges
Experience Design Consulting

joint design sessions
Experience Design Consulting

pair
Experience Design Consulting

build interactive prototypes
Experience Design Consulting

track actual usage
Experience Design Consulting

multi-variant testing
Experience Design Consulting

!"#$%&$'

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Experience Design Consulting

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get serious about experience quality
Experience Design Consulting

A lot of people are thinking about how to do
this…
Experience Design Consulting

experience
Experience Design Consulting

stay agile
Experience Design Consulting

success
Experience Design Consulting

empowerment
Experience Design Consulting

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Experience Design Consulting

take the initiative
Experience Design Consulting

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Agility and Customer Experience