自我轉型是創新旅程的開始_Raven chai

2016 International Forum
自我轉型是創新旅程的開始
Self transformation is the start of innovation journey
Raven Chai 蔡文强
Founding Principal Consultant 創始人及首席諮詢師
UX Consulting, Singapore

What we do
Consultancy | Training | Coaching
Experiences accumulated from 170+ projects over 10 years

My work gives me the privilege and opportunities to
observe failures & successes of customer-centric and
innovation projects at close proximity.

Two Stories

Elevate the level of customer experience
Lack of digital roadmap and metrics to measure project
success & failures

Re-alignment of digital and retail Experience
Next Generation Digital Retail Store Revamp Corporate WebsiteNext Generation Online Store
3 strategic projects being commissioned

1 singtelshop.com
Redesign to complete the integration of package purchase ﬂow
> 20%
sales revenue

2 Digital retail store experience
Service design prototyping to build immersive retail experience
↑40%
sales revenue

3 singtel.com
Changed the mindset and internal culture on evidence-driven design approach
Ongoing Customer Research Activities Web Analytics + A/B Testing
Strategy, Planning & Restructuring Design & Technology Implementation
Integrate design capabilities within tech & business teams Develop digital UX strategy to realign product vision

Key challenges
Successes and failures are evaluated at project-level,
but not from an overall organisation’s competencies perspective.

What works
Some degree of continuity in the strategic goals being set,
as there is a tendency for the same group of people in the driving seat.

What it fails to deliver
Create a pool of advocates and champions towards the
culture of customer-centricity, resulting the diﬃculty to scale
project successes in the speed it deserves.

Redesign and simplify online securities platform across multi-devices

Complex business rules & processes
Unknown feature sets that are both wide and deep

Set a product vision
Consistent User Experience across platforms

what, when, why, who and how
Conduct 1-on-1 depth interviews to validate the customer
personas, prior proceeding to design phase.

Iterate, iterate, iterate
Test
PrioritiseIterate
Focus on areas that need validation
Pick your battlesKeep up with the pace
It feels like running a marathon
for 16 months

Establish clear objectives and way of working
Debrief after each session is completed.
Facts are derived from observations, Use evidence to make design decisions.
Final decisions are made by product owners (designers), not senior management

Be ready to be adaptive
Understand the context on how people use diﬀerent devices to perform their tasks
• Perform a large subset of user
tasks as per web platform
• Consume info and read news in
an enjoyable way
• Makes sharing easy
• Timely alerts
• Perform simple transactions
• Updates on the move
• Perform complex, time-sensitive transactions in
single or batch orders
• Customisation and personalisation tasks
• Analysing multiple sources of information
• Management of portfolio

Build partnership with stakeholders
Consensus building & problem solving as a team from diﬀerent BUs
CX workshops & lab observations are mandatory for all stakeholders
Reference: Sarah Bloomer. Changing the UX Mindset UXSG Conference, 28 Jun 2013 + useit.com/alertbox/process_maturity.html

Key challenges
While customer experience is being valued across the organisation,
the mindset of business agility has not reach the same level of
adoption to match their aspirations.

What works
The ﬁrst design hardly ever wins.
Relentless iteration is the pathway to powerful design.

What it fails to deliver
Imbalance power distribution and approaches towards projects
between customer experience activities and technical
implementation processes.

Starting point of transformation journey diﬀers from
each organisations.

At the heart of eﬀective organisation transformation is
storytelling with evidence.
This is an opportunity of the century for designers
today to take the center stage in any businesses.

Too often many projects bring the technical skills,
processes and methodologies, but doesn’t bring the
storytelling and narrative.
It is the mastery of storytelling that empowers you to
shape perceptions and construct meaningful
conversations.

Learn to adapt and adopt practices for the right
context. Business goals, user needs and technical
know-how diﬀers from each organisations.

are we doing it right?
organisation-wide
are we able to do it repeatedly?
team-level
do we know how to do it?
individual-level
Methodologies
Processes
Skills
How most organisations build competencies

organisation-wide
team-level
individual-level
Methodologies
Processes
Skills Trust
Accountability
Ownership
Introducing the soft skills spectrum

organisation-wide
team-level
individual-level
Methodologies
Processes
Skills Trust
Accountability
Ownership
Essential attributes to succeed in 21st century

Requires both directions to build these attributes
Ownershipare we doing it right?
organisation-wide
team-level
individual-level
Methodologies
Processes
Skills Trust
Accountability

Business innovation is always costly,
building trusted innovation is probably the best way to manage risks.
5 waves of trust
Self-trust
Relationship Trust
Organisational Trust
Market Trust
Societal Trust

Organisation transformation tends to start with only a
few individuals who doesn’t know the answers, but
posses strong resilience in their characters to navigate
uncharted waters.

Attempting to change everyone’s perspectives is a futile
eﬀort, shifting our own mindset is the catalyst of
meaningful conversations.

If we can’t transform ourselves,
how can we expect to transform society, communities
and products & services we aim to create.

Thank you
Raven Chai 蔡文强
Email: raven@uxconsulting.com.sg
Twitter: @ravenchai

自我轉型是創新旅程的開始_Raven chai

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