understanding your users – unlock business value with€¦ · think digital customer conference...
TRANSCRIPT
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Understanding Your Users – Unlock Business Value with a Great User ExperienceCloud Acceleration
Principal, User and Stakeholder Experience
Email: [email protected]: @jasonr64LinkedIn: https://www.linkedin.com/in/jruud/
Jason Ruud
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The Modern Solution Experience
CustomerExperience
StakeholderExperience
UserExperience
DeveloperExperience
Wednesday 3:45The Cloud Trifecta
D365 + Azure + O365
Wednesday 5:00Panel Discussion
Confessions of a Developer
Thursday 4:30The 4 Elements you Need to Successfully
Develop Custom Solutions
Friday 11:15Understanding Your Users – Unlock
Business Value with a Great User Experience
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Understanding Your UsersUnlock Business Value with a Great User Experience
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History of User Experience (UX)
Problems we face when building
experiences
UX Process and methodology
A closer look at UX in the wild
Example of UX in practice
01
02
03
04
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EMPATHYWhat they doWhy they do it
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OUTCOMESIntimately Understand the Problem(s) your customers face
Features are not a success metric
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"User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.
– Don Norman and Jakob Nielsen
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User Experience is all-encompassing
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"What would this look like if it were easy?”
– Tim Ferriss
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Design Matters
38%Will abandon a task or experience based on
aesthetics
Source: Adobe
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PROBLEM
Cross functional teams find it hard to align with common business objectives.
Source: AJ&Smart, Berlin
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PROBLEM
Teams often work towards unclear goals as project scope changes repeatedly.
Source: AJ&Smart, Berlin
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PROBLEM
Teams lack real data on which to base business decisions, instead relying on assumptions and endless internal discussions.
Source: AJ&Smart, Berlin
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Why would anyone want that?
• Link to Willie Wonka clip• https://www.youtube.com/watch?v=t7lIsKhmsVE
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Cost of Assumptions
+33-50%Increase in development cycles when UX investments made
in the conceptual phase are absent
Source: SDS (Strategic Data Consulting) special report: ‘UX Business Impacts and ROI’
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• Fire Phone
Source: TechCrunch
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Employee Quote
“We poured surreal amounts of money into it, yet we all thought it had no value for the customer, which was the biggest irony. Whenever anyone asked why we were doing this, the answer was, ‘Because Jeff wants it.’ No one thought the feature justified the cost to the project. No one. Absolutely no one.”
– Anonymous Amazon Employee
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What is at the UX core?
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Source: Experience Design Works
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Source: PAUL ADAMS
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UX UI
UsabilityTestingUser
Research
User Stories
Personas
Low FidelityDesigns Layout
Visual Design
Branding
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Outcomes over Outputs
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People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.
– Theodore Levitt, Economist
Source: Medium
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UX Process
(Image: Graphite Digital)
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Doubt Certainty
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Source: GV
Take a Shortcut to Learning…
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(Image: Pixabay)
“If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and five minutes thinking about solutions.”
- Albert Einstein
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Understand &Define
Source: AJ&Smart, Berlin
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Understand &Define
(Image: @andreacau)
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Understand &Define
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Ideate
Source: AJ&Smart, Berlin
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Ideate
Source: AJ&Smart, Berlin
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Prototype
Source: AJ&Smart, Berlin
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Prototype
Source: https://www.youtube.com/watch?v=y20E3qBmHpg
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Validate
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Validate
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Not so great experiences…
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(source: UX Epic Fails)
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(Image: straitstimes.com)
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(Image: Honolulu Civil Beat)
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(Image: Honolulu Civil Beat)
Terrify 1.5 million people
Conduct a drill
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What are some bad experiences that you tolerate?
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(Image: Honolulu Civil Beat)
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7 factors that influence UX
(Courtesy: Interaction-design.org)
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UsefulUsable
Desirable
+
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What frictionless experiences have you encountered lately?
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Nordstrom Innovation Labs
• Link to Sunglass iPad App Case Study• https://www.youtube.com/watch?v=dS3sD96m8gc
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Let’s break it down…
• Who was on the team?• How were they working?• How did they know there was a problem to fix here?• How did they know they were done?• How did they stay on brand?
What did you see?
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In Summary
• Lead with empathy• GOOB• Features are simply guesses
• Outcomes over outputs• Partner with a UX team to lower your development cost and
increase your ROI
Keys to building experiences your customers will love
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Product Vision
Objective/Outcome
Objective/Outcome
Problem /Theme
Problem /Theme
Problem /Theme
Problem /Theme
Problem /Theme
Feature
Experiment
Feature
Experiment
Experiment
Feature
Feature
Experiment
Feature
Product RoadmapRelease plan
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Remember…
User Experience without the user is NOT UX
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Recommended Books
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Acknowledgements
• Jeff Gothelf, speaker and author of LeanUX.• Jake Knapp, speaker and author of Sprint.