Vision vs Iteration - UX Bri · Critical User Journey. I need to find a service provider as fast as...
Transcript of Vision vs Iteration - UX Bri · Critical User Journey. I need to find a service provider as fast as...
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Vision vs Iteration@Brendan_Kearns
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Nine women can’t make a baby in one month
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Short time framesComplex problems Limited resources
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@Brendan_Kearns
Studio Rival
© 2019
@RivalLondon
Concept FatigueBlind Iteration
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Critical User JourneysGreat visions start with
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Critical User Journeys
Important Customer Goals and Outcomes
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“Navigate and find things to do in the world around me”
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“My regular train is cancelled. I need to find a new way home”
“Navigate and find things to do in the world around me”
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“My regular train is cancelled. I need to find a new way home”
Notifications of delaysAutomatically suggest
alternate routesFind the cheapest ride-
sharing option to get home
Bundle two or more modes of transport
Suggest things to do to pass waiting times
Predict cancellations using historical signals
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© 2019
@RivalLondon
How are they different from regular journeys?• E2E experiences, not single moments
• Focus on high-impact customer goals
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© 2019
Services Lab
View results on map
blocked drain islington
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“My car won’t start”
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“My power is out”
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“I need help moving furniture”
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“My drain is blocked”
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HMW create a better way for people to solve these problems on Google?
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@Brendan_Kearns
Studio Rival
Iterative methodMap experiment
View results on map
blocked drain islington
1
2
3
1
Skillset experiment2
Price experiment3
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@Brendan_Kearns
Studio Rival
© 2019
@RivalLondon
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I need to contact a plumber about a leaky drain
A user task
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I need to contact a plumber about a leaky drain
A user task
Measures of success: • No. of phone calls, messages, etc. • No. of leads sent to plumbers
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I need to contact a plumber about a leaky drain
A user task
I need to find the right service provider as fast as possible
Translated into a ‘Critical User Journey’
Measures of success: • No. of phone calls, messages, etc. • No. of leads sent to plumbers
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I need to contact a plumber about a leaky drain
A user task
I need to find the right service provider as fast as possible
Translated into a ‘Critical User Journey’
Measures of success: • No. of successful matches • Time it takes to find the right provider
Measures of success: • No. of phone calls, messages, etc. • No. of leads sent to plumbers
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I need to find a service provider as fast as possible
Critical User Journey
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I need to find a service provider as fast as possible
Critical User Journey
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I need to find a service provider as fast as possible
Critical User Journey
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Tested with real people
1
Actionable insights
2
Vision-building over time
3
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Vision Testing CycleServices Lab
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CRITICAL USER JOURNEY
Vision Testing CycleServices Lab
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CRITICAL USER JOURNEY
Vision Testing CycleServices Lab
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CRITICAL USER JOURNEY
Vision Testing CycleServices Lab
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CRITICAL USER JOURNEY
Vision Testing CycleServices Lab
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CRITICAL USER JOURNEY
Vision Testing CycleServices Lab
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@Brendan_Kearns
Studio Rival
© 2019
@RivalLondon
Which problem is the most important?Use the analogy of roads, potholes, and reconstruction
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@Brendan_Kearns
Studio Rival
© 2019
@RivalLondon
Use the analogy of roads, potholes, and reconstruction
Which problem is the most important?
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Iteration on its own isn’t a blank cheque
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[email protected] | @Brendan_Kearns