Harnessing the Value of UX
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Transcript of Harnessing the Value of UX
HARNESSING THE VALUE OF UXLeveraging the practice of experience
design to create business value
Jason Ulaszek @webbit Product, Customer & User Experience Summit
June 16, 2014
@webbit
OUTLINE
•The Backstory
•UX IS Strategy
•Measuring Impact
•Sustainability
A design approach that’s here to stay.
THE BACKSTORY
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@webbit
A QUICK LOOK BACK…20+ years ago
Tomorrow
WEB DESIGN
CORPORATE STRATEGY + ECOMMERCE
DIGITAL PRODUCT DEVELOPMENT
INNOVATION + CUSTOMER EXPERIENCE
DIGITAL + PHYSICAL MASH-UP
???
@webbit
A TERM WAS BORN
UXUser Experience Design
Multi-disciplinary design approach that builds customer satisfaction, loyalty and engagement by creating easy to use and pleasurable
interactions between a customer and a product/service
@webbit
Dan Saffer: http://bit.ly/1aDkiG7
NOBODY SEEKS FRUSTRATION ON PURPOSE
UX can help to create more relevant and valuable products AND ones that support versus constrain or frustrate.
ALLOWS YOU TO SEEK UNDERSTANDING FIRST
Understand the true nature of the problem or opportunity before you devise the product or solution
HELPS STRIKES A BALANCE BETWEEN PEOPLE CREATING PRODUCTS AND THOSE USING THEM
I’m selling more, yippee!
Sweet, this is exactly what I wanted!
AND IT REDUCES YOUR CHANCES OF FAILURE
@webbit
UX CAN HELP TODAY’S CHALLENGECustomers expect consistency & one conversation.
@webbit
IT PUSHES HOLISTIC THINKING
The ENTIRE Experience
(Ecosystem)
Individual Experiences
(Sites, apps, kiosks, etc.)
Transactional Experiential
@webbit
A STUDY OF 15 COMPANIES
@webbit
SHARING SIX CHARACTERISTICS
✓ Publicly traded in the U.S. for the past 10+ years.
✓ Employs the strategic use of design.
✓ Has had growth in design-related technologies, talent
acquisitions and facilities.
✓ Design is endemic to the structure of the organization.
✓ Design leadership present at the senior & divisional levels.
✓ Senior-level staff demonstrate a conscious decision and
commitment to smart design.
@webbit
OUTPERFORMED S&P500 BY 228%
Design Value Index by Motiv Strategies (January 2013) http://www.dmi.org/?DesignValue
@webbit
Using design methods to understand customer needs better as well as to reframe complex problems is leading to insights that constitute strategic competitive advantages. Further, utilizing top design talent to translate insights and new strategies into tangible solutions in hardware, software and service interactions helps companies grow faster through differentiation and better customer experiences.
Design Value Index by Motiv Strategies (January 2013) http://www.dmi.org/?DesignValue
“
”
Let’s examine some common questions and an approach.
UX IS STRATEGY
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To instill empathy within the organization.
HOW CAN I UNDERSTAND AND REACT TO MY CUSTOMERS NEEDS?
To create uniformity across an entire customer ecosystem.
WHERE SHOULD I FOCUS & ENGAGE? HOW CAN I OPTIMIZE WHAT I HAVE?
To build engaging brand experiences that drive customer desire.
HOW DO I CREATE GREATER BRAND AFFINITY?
To develop a customer-centric culture that drives innovation.
HOW CAN I SHIFT THE MINDSET OF MY ORGANIZATION & CREATE A COMMON UNDERSTANDING OF THE CUSTOMER?
@webbit
ASK YOURSELF…
•How do I address these challenges?
•What do I pull out of my “UX bag
of tricks” to tackle them?
@webbit
HERE’S ONE APPROACH
ENGAGEMENT + INSIGHT + ITERATION
@webbit
STEP 1: DISCOVER• How do we disrupt the market?
• How can we delight our customers?
• How & why do people use our
products and services?
• Where are we strong/weak?
@webbit
UNCOVER THE DIRECTIONThe right approach is determined by asking the right questions.
ADOPTION
Business Questions:
• What do people think of my brand? • What do they want from my company? • What do people like about our products? !Research Methods:
• Surveys • Focus Groups • Customer Feedback Channels • Card Sorting !Design Impact:!• Visual Design • Branding • Content
OPTIMIZATIONBusiness Questions:
• Can we increase our conversion rate? • Is our navigation helpful to our customers? • How do we stack up against competitors? !Research Methods:
• Usability or A/B Testing • Web Analytics • Card Sorting • Heuristic Review !Design Impact:!• Information Architecture • Interaction Design • Content labeling and Site Nomenclature
ENGAGEMENT
Business Questions:
• How can we delight our customers? • How do we disrupt the market? • How do people really use our products? !Research Methods:
• Contextual Inquiry • Mental Model interview • Ethnography • Customer Diary !Design Impact:!• Experience Design • Strategic Offerings • Interaction Design
@webbit
STAKEHOLDERS INFORM STRATEGY
@webbit
RECOGNIZE WHERE YOU STANDCompeting factors set expectations.
@webbit
GO TO YOUR CUSTOMERS
@webbit
STEP 2: DEFINE• What are the gaps in the
experience?
• How do we use all this to make
decisions?
• What can we act on now?
• What does it all mean?
@webbit
LOWER THE BARRIER TO PARTICIPATION
‹#›
DEFINE
@webbit
ADVANTAGES OF MENTAL MODELS
Confidence Clarity Continuity
• Create confidence in design decisions that are based on solid research !• Ensure design decisions make
sense to your audience based on alignment with their view !• Reduce ambiguity, because
the model is based on real data
• Provide a visual model of someone’s whole experience in one place !• Is easily shared among
colleagues, creating common ground for decision-making !• Help designers and
stakeholders adopt the customer perspective in a powerful way
• Evolves slowly over time, so it can be the basis for a long-term strategy !• Provide retained knowledge,
even if team members change; can easily be understood by new stakeholders !• Offer insights about new
opportunities, even as market conditions change
@webbit
A HUGE LIVING DOCUMENT!
8 feet
@webbit
AN EXAMPLE – INSIGHTFUL PATTERNS
@webbit
THE FOUNDATION FOR YOUR ROADMAP
Interaction Design Concepts
Site Architecture Nomenclature Detailed Navigation
Personas Scenarios Use cases
Gap Analysis Product ConceptsMental Model
@webbit
PERSONAS
@webbit
MAPPING FUTURE JOURNEY
@webbit
MAPPING DIGITAL TO HUMAN
SALES PROCESS
SALES ACTIVITIES
UX ARCHITECTURE
@webbit
STEP 3: DIRECT• How should we prioritize?
• What are the evaluation criteria?
• What do we do first?
• What does success look like – for
our business & customer?
• How do we socialize this
throughout the organization?
@webbit
PRIORITIZE THE OPPORTUNITIES
Identify Gather and document opportunities identified through each project activity.
Assess Determine evaluation criteria and score each opportunity accordingly.
PrioritizeIdentify opportunities to be done first based on feasibility, importance.
@webbit
‘WHY’ UNLOCKS CRITERIA
Technical Feasibility
› Difficulty of implementation › Does solution need front or back-end
coding, or both? › Does the solution require integration with
other systems or third-party solutions?
Resource Feasibility › Do we have the data and tools to do this? › Do we have the people to do this? › Is the solution cost-effective?
FEA
SIB
ILIT
Y
Importance to the Business › Increases investment/conversion › Promotes product and brand awareness › Increases credibility and trust › Provides additional advisor value/education
Importance to the Consumer › Facilitates access to product information › Provides research and insights › Offers client-ready sales/education materials › Helps me with my business IM
POR
TAN
CE
And everything is evaluated against it.
@webbit
PRIORITIZATION
CC: Michael Young, from The Noun Project
@webbit
ORGANIZE KEY THEMESLook for affinities across features.
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Foundational Updates › Site structure, navigation and labeling, branding
and multi-device capability › Content refresh and optimization › Analytics program
Features/Functions › Document accessibility › Advisor site (registration required) › Comments/discussion and event calendar › Context-specific feedback › Targeted content and content syndication
Content › Thought leadership, practice management, and
client-facing content › Multimedia/interactive content › Social/community and third-party content › Content processes: editorial calendar, controlled
vocabulary
Tools › Fund finder and comparison tool, portfolio map › Benchmark performance and exposure analysis › Price performance and premium/discount charts › Correlation tracker and stock screener › Portfolio constructor/analyzer
STEP #3: DIRECT
Identify the key themes (samples)
@webbit
ILLUSTRATE THE PLANBlend short and long term focus.
CAPABILITIES:!
› Advisor comments and discussion
› Advisor site (registration required)
› Content syndication › Additional third-party
content › Targeted content delivery
CAPABILITIES:!
› Tools for advisor analysis › Multimedia content › Client-facing content › Social media and
community content development
› Feedback and surveys › Event calendar
CAPABILITIES:!
› Thought leadership, research and insights content
› Credibility-enhancing content (case studies, etc.)
› Tools and processes for content maintenance
› Additional Contact Us/About Us content
› Document accessibility › Controlled vocabulary
CAPABILITIES:!
› Updated site structure, navigation and labeling
› Refreshed design/branding › Mobile-friendly platform › Content refresh/
optimization › Web analytics
@webbit
SAMPLE RELEASE EXPERIENCE
CAPABILITIES:!• Thought leadership, research
and insights !• Credibility-enhancing and
About Us content!• Tools for content maintenance!• Document accessibility!• Controlled vocabulary!
BUSINESS BENEFITS:!• Improved user engagement!• Improved site and brand
credibility!• Internal productivity gains!
MEASUREMENT:!• Site Catalyst metrics!• Contacts and leads
generated!• Repeat visits
Standardize terminologyIncrease editorial efficiency
Develop more “real” content to build credibility
Ensure document accessibility
Facilitate advisor communications with sales
Offer advisors additional, qualitative research and insights
@webbit
CREATE A SHARED UNDERSTANDING
Connecting UX design with business metrics.
MEASURING IMPACT
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@webbit
MAPPING THE METRICS
Net Revenue
Operating Expenses
Lower Customer
Acquisition Costs
Higher Sales
Good Customer Retention
Rates
Happy Customers
Ratings
Risk/Cost Avoidance
Happy Employee
Ratings
Higher Employee
Productivity
Better Data
Lower IT Costs
Higher System Uptime
Faster Time to Market
Fewer Defects
Faster Inventory
Turns
Sales/Marketing Finance HR
Supply Chain All IT
KEY
A healthy mix of financial & qualitative value drivers.
@webbit
THE RIGHT EXPERIENCE IS DRIVEN BY A BALANCED APPROACH
Exploratory research to gain insights into Customers’ needs, wants, and motivations
Validate (or invalidate) design and content decisions: usability testing, A/B testing etc.
Ensure to capture the right metrics to be able to measure results, successes, failures and opportunities. Key to continued, iterative improvements.
ASK
TEST
MEASURE
@webbit
THE RIGHT QUESTIONS LEAD TO CLEAR SUCCESS METRICS
BUSINESS OBJECTIVES
KEY PERFORMANCE INDICATORS DIAGNOSTIC METRICS
Increase in traffic › Increase in new visitors to web site › #,% visits by state/region ›Top accessed content
Increase online quote completes
›Number of online quote intention Phase 1 (landing page of Get a Quote page)
› #,% change policy completes calls via GFN › #, % change in quote abandonment
Increase products per household
› x › x
Strengthen brand awareness
› x › x
Increase customer loyalty
› x › x
Improve customer satisfaction
› x › x
Increase in Online Customer Servicing
› x › x
“Save More Sales” by driving to call center
› x › x
INC
REA
SE
REV
ENU
ERE
DU
CE
COST
S
MEASUREMENT DRIVERS
Acquire New Customers
Increase Sales
Improve Retention
Strengthen Brand Equity
Drive Customer Loyalty
Improve Customer Satisfaction
Decrease Service Costs
Improve Sales & Service Effectiveness
@webbit
MEASURE PAIN POINTS + INSIGHTS
• Common understanding of our users
• Explore new ways to measure CX
• Shift the internal conversation toward
empathy for the customer
• Merge all CX metrics into a single view
• No “one size fits all” approach
• Experiment with new ways to evolve client’s
understanding of the customer
Absolutely crucial and commitment required.
SUSTAINABILITY
52
@webbit
The only way to get—and keep—high marks from customers is to treat customer experience as a business discipline.
Burns, M. (2014, January 21). The Customer Experience Index 2013. Forrester.
“
”
@webbit
CAPABILITY PRESSURE COOKER
Gartner’s “Hype Cycle” http://gtnr.it/1g1Nnw0
[A Client’s] View of CX vs. Current Maturity of CX Team
Pressure is building rapidly for teams
supporting CX execution.
@webbit
UX DESIGN TEAM PATH TO MATURITY
ESTABLISHING A POINT-OF-VIEW
(Selling design and rationale)
!LEADING CHANGE (Design leading business)
Quality InfluenceEngagement
!HONING CRAFT
(Tools, resources & process)
You have to understand where you stand - and
where you’re headed.
@webbit
DESIGN AS BUSINESS DISCIPLINEAssess and invest as any business product/service.
@webbit
DESIGN TEAM MATURITY MODEL
BUILDING A FOUNDATION A team representing the voice of customer experience exists and begins to form a vision.
FORMED TEAM & VISION PROVEN CX SKILLS BEGAN OUTREACH
HONING SKILLS Alignment on mission and expectations progresses as foundational processes materialize.
ESTABLISHING DIRECTION Vision, process, and collaboration are sufficiently developed, and the team begins using their expertise to influence business decisions.
LEADING CHANGE Evolution races rapidly ahead as the team launches forward from its solid base to partner as a regular influences steering customer experience direction.
PIONEERING INNOVATION The team is a proven design and business leader, playfully innovating and demonstrating category leadership and mastery.
DEVELOPED A STANCE EXPLORED APPROACHES BUILDING LEADERSHIP
FINDING A FOCUS DEFINING METHODOLOGIES GAINING MOMENTUM
EARNING RESPECT EMERGED AS LEADERS GREW ORG SUPPORT
DESIGN LEADS BUSINESS EXPERIMENTATION INDUSTRY RECOGNITION
A business plan for your design team.
@webbit
MAXIMIZING YOUR RESOURCES1. Avoid silos, which prevent greatness.
2. Work in parallel streams.
3. Care about your customers.
4. Make creativity a constant in business.
5. Get inspired by the people on your team.
6. Provide self-service, but give service a human touch as well.
7. Think beyond engagement to relationship.
8. Deliver Big D design and make a positive impact.
9. Develop ecosystems and engage in holistic thinking.
10. Get out of the building and gather evidence.
Designing the Future of Business, Daniel Szuc in UX Matters \ http://bit.ly/1kFAA1w
@webbit
STRATEGY
+RIGHT INCENTIVES
Aligned to desired...
Cultural Values
Customer Goals
Business Goals
WIN
Thank you.
FIN
60