In previous years adopting a UX approach was seen as a key differentiator as the value of designing around user needs and their positive impact on business KPIs and customer loyalty became more apparent. Now, the secret is out, and as awareness of UX increases, a user-centric approach is no longer a key differentiator. Joanne’s talk will explore how the value placed on experiences is changing and how dedicating time to designing your end-to-end experience is now key for forward-thinking businesses.

1. RISE&DESIGN
The value of experience is
changing...
Rise &
DesignJoanne Rigby
@joanneux @orangebus

2. RISE&DESIGN
Hello!
● Over 10 years experience
in UX
● Working with an
amazing UX team of 12
● For large clients in the
public and private sector
Joanne Rigby
@joanneux @orangebus

3. RISE&DESIGN

4. RISE&DESIGN
The value of experience
is changing...

5. RISE&DESIGN
Would you pay over £5 for a bowl of cereal?

6. RISE&DESIGN
These guys did...

7. RISE&DESIGN
“It is a pretty cool experience and concept, where you
feel at home, either because of the customization
options, where you can eat your favorite cereal how
you like to, or because of the ambience.
If you're an adult, it makes you feel like a kid again, and
for kids, it is definitely an amusing breakfast. Must-try!”

8. RISE&DESIGN
Customers are
seeking out qual ty
experiences...

9. RISE&DESIGN
of consumers research
which product before
they even step into
a store
it’s predicted that
customer experience
will overtake price and
product as key brand
differentiators
customers who had
a positive experience
told 10 or more people
about it
4 %9
1 in 4
1. Kasey Lobaugh, Jeff Simpson, and Lokesh Ohri, “Navigating the new digital divide: Capitalizing on digital influence in retail,” Deloitte Consulting LLP, 2015
2. https://www.walkerinfo.com/customers2020/
3. https://hbr.org/2010/07/stop-trying-to-delight-your-customers
2020

10. RISE&DESIGN
UX is a
differentiato
r

11. RISE&DESIGN
UX UCD is a
differentiato
r

12. RISE&DESIGN
● Getting buy-in from clients for a service they never asked for
● Senior stakeholders kept out the loop
● Perceived as taking up too much time
● Scared to show customers early and often
Common Challenges

13. RISE&DESIGN
UX is not a
- it’s a necessity
differentiator

14. RISE&DESIGN
Companies are maturing...

15. RISE&DESIGN
For every
10 Developers
1 UX
Designer
For every
5 Developers
1 UX
Designer

16. RISE&DESIGN
● User Experience and a UCD approach is required on projects
● The long-term value of investing time upfront is appreciated
● Tenders ask for a discovery phase before firm costs are agreed
● Previous research is available to build upon
Challenges are now the
foundations of
requirements

17. RISE&DESIGN
Technology
enables us
to do more...

18. RISE&DESIGN

19. RISE&DESIGN

20. RISE&DESIGN
Magic band

21. RISE&DESIGN
How do we design
valuable end-to-end
experiences?

22. RISE&DESIGN
On a project level...
Discovery Define
Design Refine Deliver
Reflect &
measure
Measure
& learn

23. RISE&DESIGN
...but we need to
understand the context
in which the project sits

24. RISE&DESIGN
Most business models have
focused on self interest
instead of user experience
Tim Cook
CEO, Apple
“ “

25. RISE&DESIGN
On a strategic level...
Research informed digital strategy & transformation
roadmap
Project Project Project

26. RISE&DESIGN
End-to-end
Experience
Digital
Strategy
Technology
Transformation
Great understanding
of customer, no
support to make it
happen
Limited
understanding
of business
context or the
big picture
Little or no
understanding
of customer,
fragmented
experience

27. RISE&DESIGN
Thank you!
Joanne Rigby
@joanneux
@orangebus
www.orangebus.co.uk