UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences
-
Upload
ucd-uk-ltd -
Category
Design
-
view
175 -
download
0
description
Transcript of UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences
![Page 1: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/1.jpg)
Differentiated experiencesJONATHAN LOVATT-YOUNG
#UCD14
7 steps to creating
![Page 2: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/2.jpg)
A supermarket story…
![Page 3: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/3.jpg)
I believe most experience principlesare a complete waste of time
![Page 4: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/4.jpg)
7 things 30 mins Get in front of the CEO
![Page 5: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/5.jpg)
1\\ What experience principles really are
![Page 6: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/6.jpg)
SIMPLE
![Page 7: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/7.jpg)
ENJOYABLE
![Page 8: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/8.jpg)
REVEALING
![Page 9: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/9.jpg)
![Page 10: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/10.jpg)
Experience that actively set Preference Emotion Loyalty How are you designing that into your products?
![Page 11: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/11.jpg)
![Page 12: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/12.jpg)
Action: align your Bricks Clicks PeopleCreate a continuous customer journey Otherwise you’ll feel like 3 brands…
![Page 13: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/13.jpg)
Are you on-brand? It’s not about the logo…
Innovation launchpad Evaluation Research
![Page 14: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/14.jpg)
1. Have you been on a full service shadow?
Schedule it 2. What are your experience principles?
Write them down 3.How are they woven into the business?
Find the operating model
![Page 15: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/15.jpg)
2\\ How to find and usebrand values
![Page 16: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/16.jpg)
![Page 17: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/17.jpg)
Find the brand managerand seek the strategy
![Page 18: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/18.jpg)
Validate the strategy with senior managementBusiness vision, mission and programmesDoes what you have = their mind/reality?
![Page 19: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/19.jpg)
Extract the bit that matters The values
Typically 3-5 things Genuine and unique Explained how they’re used
![Page 20: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/20.jpg)
1. Who is the brand manager?
Find them 2. Do you know the values history?
Schedule a briefing 3.Are moments of truth documented?
See the evidencing
![Page 21: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/21.jpg)
3\\ Writing how they manifest in digital touch points
![Page 22: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/22.jpg)
Marketing and advertising agencies will have examples how the values work
Stores Contact centres TV and press
![Page 23: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/23.jpg)
DON’T FORGET
Internal behaviour
![Page 24: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/24.jpg)
Ensure you have a good split of
+
Rational Emotional
![Page 25: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/25.jpg)
A blend of existing behaviours and new ideas
Brainstorm how the brand value could be experienced through digital
![Page 26: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/26.jpg)
1. Tag values - rational and emotional
Workshop it out 2. Find other channel experiences
Service safari to catalogue 3. How they could work digitally
Differentiating
![Page 27: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/27.jpg)
4\\ Knowing how they change for personas
![Page 28: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/28.jpg)
Who are you designing for?
Personas Segments Pen portraitsNot all organisations have detailed personas… some even have none. Shock!
![Page 29: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/29.jpg)
![Page 30: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/30.jpg)
Simplicity for mobile telco Same value… different outcome
![Page 31: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/31.jpg)
Mapping needs and goals
How does the principle apply to them? What are the differences? What patterns are required?
![Page 32: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/32.jpg)
Card sort research Test your patterns Reverse engineer your values
![Page 33: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/33.jpg)
1. User needs and goals
Summarise them 2. How can the values be used?
Apply values and test 3.Stress test
Challenge the value
![Page 34: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/34.jpg)
5\\ Creating workshops for executives
![Page 35: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/35.jpg)
You will need a plan Focus on outcomes
Key dates Time required – short Why they are needed
![Page 36: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/36.jpg)
The rationale for giving up precious time
+
CX Revenue
![Page 37: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/37.jpg)
Customer Experience Index demystifies why do this
Three charts that matter from Forrester
![Page 38: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/38.jpg)
CXI: big opportunity for excellent
Excellent
Good
ok
Poor
Very poor
0 10 20 30 40
10%
23%
31%
34%
3%
Source Forrester North American cx study Q4 2011
![Page 39: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/39.jpg)
-0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8
0.65
-0.41
0.71Willingness to consider
the company for another purchase
Likelihood to switch business to a competitor
Likelihood to recommend to a friend or colleague
High HighModerateModerate LowLow
Correlation between CXI and loyalty
![Page 40: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/40.jpg)
-50
-37.5
-25
-12.5
0
12.5
25
37.5
cxi leaders s&p 500 index cxi laggards
-46.3-1.3
22.5
5 year stock performance of customer experience index leaders vs laggards s&p 500 2007-2012
Source Watermark consulting
![Page 41: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/41.jpg)
Sessions you will needValidation of the strategy, principles debate and differentiators
Wk3
Fact finding and evidencing valuesWk1/2
Final proposal experience mapWk4Touchpoint design evidenced through researchWk7
![Page 42: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/42.jpg)
1. Know the leadership team
Find out about them 2. Ask client lead to get time with them
Schedule 3 x 2 hours 3.Keep them updated on progress
It’s their baby after all
![Page 43: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/43.jpg)
6\\ Documenting for sharing
![Page 44: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/44.jpg)
A word a warning
Big decks with lots of words get ignored Pure UX focus will strangle its usefulness
![Page 45: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/45.jpg)
You will have probably amassed a large amount of documentation
![Page 46: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/46.jpg)
It should feel like
There is a natural flow from the business strategy to the customers
![Page 47: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/47.jpg)
Just tell the story
![Page 48: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/48.jpg)
Completing the model
Business strategy
Delivery programmes
Rational and emotional values
Evidenced in channels
How to use in digital
Customer benefit
![Page 49: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/49.jpg)
And a playback book for everyone No onion required
What is itHow to use itExamples from other brands
![Page 50: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/50.jpg)
1. Start with tiled paper from Illustrator
And prezi reveals it 2. Make it big
Pin it up and leave it 3.Evidence how it comes to life
A simple show and tell
![Page 51: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/51.jpg)
7\\ Using your principles for innovation
![Page 52: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/52.jpg)
Your thinking can be used across the business for new ideas:
All employees Product managers Requirements
![Page 53: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/53.jpg)
Keep on the lookout for delightful customer experiences
![Page 54: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/54.jpg)
Sharing stories
Experience belongs to everyone
Objectives 3+1
![Page 55: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/55.jpg)
A catalyst for what if…
Can we be more different? Extending propositions A rich picture
![Page 56: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/56.jpg)
![Page 57: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/57.jpg)
And finally during product development
Filtering by theme Deepening habit loop Measuring emotion
![Page 58: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/58.jpg)
1. Work with HR and Internal Comms
Get them to run with it 2. Keep a collection
Pinterest/Del/Evernote 3.Perpetual beta
Iterate and develop
![Page 59: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/59.jpg)
7 things you should now know
What experience principles really are How to find and use brand values Writing how they manifest in digital touch points Knowing how they change for personas Creating workshops for executives Documenting for sharing Using for future idea generation
@naughtynorth Head of Service and Experience Design Tribal Worldwide | London
1 2 3 4 5 6 7
![Page 60: UCD14 Keynote: Jonathan Lovatt-Young - 7 Steps for Creating Differentiated Experiences](https://reader033.fdocuments.in/reader033/viewer/2022060200/55985f691a28ab494e8b4596/html5/thumbnails/60.jpg)
Thanks Enjoy all the upcoming great talks