redesigning business - a workshop with tim loo - webvisions bcn 2014
TRANSCRIPT
Tim Loo Strategy Director, Foolproof
WebVisions Barcelona Redesigning business
The Chatham House Rule When a meeting, or part thereof, is held under the Chatham House Rule, participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed.
Team exercise
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With the person next to you, discuss and capture: You have 2 minutes.
§ What are your goals for today’s session? § What does good look like?
Team exercise
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Now in your table team discuss and agree on: You have 5 minutes.
§ What’s our single goal for today’s session?
my frame of reference
CHAPTER 1
DEFINING UX STRATEGY
Team exercise
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In your teams discuss and capture: You have 10 minutes.
§ What are the behaviours and pain-points of an organisation without a UX strategy?
BRAND POSITION
BUSINESS STRATEGY
What you want to be…
What & how you actually are …
USER EXPERIENCE
How well does your organisation connect?
@timothyloo
There are many emerging flavours of UX strategy. This is ours.
@timothyloo
User experience strategy
A long-term vision, roadmap and KPIs to align every customer touch-point with your brand position & business strategy
@timothyloo
DESIGN OF EXPERIENCE
EXPERIENCE CULTURE
BRAND POSITION
BUSINESS STRATEGY
UX STRATEGY
@timothyloo
BRAND POSITION
BUSINESS STRATEGY
How will we know we’re on the right track?
What’s our priori6sed plan?
Where do we want to get to?
Where are we today?
DESIGN OF EXPERIENCE
EXPERIENCE CULTURE
@timothyloo
UX strategy
A long-term vision, roadmap and KPIs which align every customer touch-point with your brand position & business strategy
@timothyloo
§ What’s the environment and ecosystem of our target customers?
§ What’s the current customer story, priorities and pain-points?
§ What are our pain-points in aligning our priorities & activities?
§ What’s our are vision for the holistic experience?
§ What are our guiding principles for target experience?
§ What are our future customer stories and outcomes?
§ What’ are the gaps between the vision and reality?
§ How will we prioritise to create focus and value?
§ What’s our roadmap for change and innovation?
§ What are key performance indicators and targets for transforming the user experience?
§ How will we incentivise the right behaviours?
§ What’s our business vision and target position in the market?
§ How do we create competitive advantage through our activities?
§ What’s our brand promise and our brand values & assets?
§ Who are our target customers & how do we want them to feel about us?
© 2013 Foolproof Limited
BRAND STRATEGY
BUSINESS STRATEGY
4. METRICS, TARGETS & INCENTIVES
3. ROADMAP & BENEFITS CASE
2. UX VISION & PRINCIPLES
1. CURRENT STATE EXPERIENCE
Foolproof UX Strategy Framework
UX Strategy is about creating business change & transformation
Design planning UX Strategy
Short term goals Long term vision
Driving revenue Building value
Cost reduction Organisational alignment
Optimisation Transformation
Interactions Holistic experiences
In summary
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CHAPTER 2
ENGAGING WITH SPONSORS & STAKEHOLDERS
Team exercise
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In your teams discuss and capture: You have 10 minutes.
§ Who are potential owners for UX strategy in an organisation?
§ What other important stakeholders might need to be engaged?
§ What are challenges of engaging with this audience?
@timothyloo
Time poor Lack knowledge of UX
Loaded with data Opinion driven
Lack of empathy with customers
Effective stakeholder engagement & communication focuses on stakeholder needs
In summary
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§ Big picture § Concise & relevant § Emotionally engaging § Linked to business
outcomes
Personas Stories Pain-points
CHAPTER 3
UNDERSTANDING & COMMUNICATING THE CURRENT STATE
10:43pm
10:55pm
10:58pm
8 minute interna2onal phone call on my mobile
10 minute wait to reset my account
11:18pm
@timothyloo
Long, detailed reports on UX do not get read by
senior stakeholders
@timothyloo
Use tools which quickly & memorably capture the
experience both functionally and emotionally
@timothyloo
So let’s do some shit-stormingTM
Customer/business pain-points mapping
Customer lifecycle
Posi
tive
expe
rienc
es
Neg
ativ
e ex
perie
nces
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Overwhelmed
By the amount of things to learn about
Protected
By the obvious security measures
The anatomy of a pain-point
32
Woee
About hidden fees
A meaningful pain-point describes: § The emotion someone would feel § What causes that emotion
Team exercise: Pain-points
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In your teams discuss and capture: You have 20 minutes.
§ Map all key touch-points and interactions from the customer’s perspective
§ Ensure that you pain-points succinctly capture how the customer feels and what happened
Travelling overseas with your credit card
Customer journey
Posi
tive
expe
rienc
es
Neg
ativ
e ex
perie
nces
Before travel Away from home Back home
Team exercise: Clustering super pain-points
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In your teams discuss and capture: You have 20 minutes.
§ Group together pain-points by key themes § Think about different pain-points may create
common feelings § Use customer language
Creating alignment and agreement is as important presenting the evidence
In summary
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§ Collaboration through workshops
§ Data visualisation § Storytelling § Creating focus
§ Pain-point mapping
§ Super pain-points
Ethnography & experience videos
Ethnography & experience videos
CHAPTER 4
CREATING EXPERIENCE DESIGN PRINCIPLES
Experience design principles describe the quality of the user experience of a product or a service They provide direction and intent for how we want customers to feel about the experience
What are experience design principles?
Experience design principles should be aspirational and inspiring
They are stretch targets and measures for transforming your business and the customer experience
What are experience design principles?
CUSTOMER EXPERIENCE
INSIGHT
BRAND
ASSETS & VALUES
GOOD DESIGN PRINCIPLES
1. Based on customer insight
2. Short & memorable
3. Cross-feature
4. Specific
5. Non-conflicting
6. Measurable
What is the current experience of our customers?
§ What do they like?
§ What are their frustrations and pain-points?
§ What can we learn from our competitors?
§ Have they been delighted before by similar services/offerings? How? Why?
What are our brand values?
§ How do we want the experience to be an expression of these?
§ What are our differentiating assets and capabiliities
Good experience design principles
4 Exper6se on tap
§ When I need advice or technical help I know where to go § I can always access the right informa2on when I need it
Design principles
Team exercise
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In your teams discuss and capture: You have 30 minutes.
§ Using your super pain-points as a starting point, create design principles which describe in customer language how the experience should feel
§ Include measurable customer statements
CHAPTER 5
IDEATION & ENVISIONING THE FUTURE EXPERIENCE
@timothyloo
Create new future stories for customers showing outcomes (not outputs or specific features) based on the design principles
“I’ve got options for how I want to place my order. It’s the same whether I do this online or on the phone.” 1
“I like that I can quickly place an order for the products I frequently buy. Everything I need to know about the products is at my fingertips.” 2
“It’s really clear to me what products are available and when I’m realistically going to get them.” 3
“When a product isn’t available, I know they will inform me as soon as they know. They will use their expertise to suggest a suitable alternative product and support me in reaching a decision with my colleagues so that our business keeps running.”
4
“If we can’t find an alternative, I can add the product to my ‘wish list’ and know that I’ll find out when it’s next available and I can continue with the rest of my order.”
5
“Placing the order is as simple as on Amazon.” 6
“I know I’ve placed my order correctly because I receive an immediate order confirmation that I can check and send to others within my business.”
7
“I receive confirmation that my delivery is on its way. I can quickly see if anything is missing with details of when it will follow. Knowing when to expect the delivery, helps me plan to receive it.”
8
Team exercise
53 © 2014 Foolproof Limited
In your teams discuss and capture: You have 30 minutes.
§ Using your previous journey map, create a new story of how customers would describe the journey if we were delivering on the experience design principles at each and every touch point?
CHAPTER 6
CREATING A DELIVERY ROADMAP
@timothyloo
Using Future Customer Stories to identify enablers and drive the delivery & technology roadmap
@timothyloo
CHAPTER 7
CREATING UX KEY PERFORMANCE INDICATORS
@timothyloo
Make the organisation measure & report on things which are meaningful for business and the customer
@timothyloo
@timothyloo
@timothyloo
Change thinking
Change behaviours
Make stakeholders collaborate and share customer perspective
Create empathy with colleagues and customers
