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The UX Strategy* A Strategic Approach to User Experience IT Management Final *This is an IT only presentation – information within this deck will be reviewed with business.

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Page 1: Wells Fargo Ux Strategy - Strategy Presentation

The UX Strategy*A Strategic Approach to User Experience

IT ManagementFinal

*This is an IT only presentation – information within this deck will be reviewed with business.

Page 2: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team2

Our TeamCross Team Representation

BOSSJohn Haley

DATA Shelley Gehrman

ADS - SASJoe Nestlerode

Committee Members

ARCHITECTURE Lloyd Schenewerk

ADS - CAT Mike Jones

Page 3: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team3

DefineScope of UX Strategy, Definitions

AlignBusiness Strategy, BPM, SOA, Architecture, Data, PMO, Testing

OrganizeStructure, Governance, Execution

Guide IT organization and define adoption of intuitive user experience impacting our organizational processes, structure, and skills.

Our Charter

TransformDevelop staff, Grow, Evolve

Page 4: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team4

People & Process

Scope of UX Strategy2 Components

AFocus on User

Experience

ToolsBNew

TechnologyPatterns

Page 5: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team5

Creating a better experience for our users

AFocus on User Experience

Page 6: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team6

USER EXPERIENCE

The aim of usability is to make the user interface easy to use whilst the aim of user experience to make the user happy before, during and after using the interface.

User ExperienceWhere Technology meets Psychology

USABILITY

User Interface is the vehicle, Usability is the science and User Experience is the emotion.

When done properly, user experience effectively enhances the relationship between the user and the brand. This is because true user experience goes far beyond giving customers what they say they want, or providing checklist features

USERINTERFACE

Page 7: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team7

The Importance of User Experience

User experience (UX) has become a critical factor in customer and workplace satisfaction

40% of people will abandon a web page if it takes more than three seconds to load. A study of Fortune 500 websites showed an average load time of 6.5 seconds.Source: Hubspot.com

The industry is going to the “Experience First” methodology, which is a proven methodology for improving customer satisfaction.

Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases.Source: Parature Customer Service Blog

“User Experience” is becoming a key differentiator In the industry.

89% of consumers began doing business

with a competitor following a poor

customer experience.Source: RightNow

Customer Experience Impact Report 2011

Page 8: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team8

• Sold 8,000 in 48 days

• Microsoft spent 2 years and over 1 billion dollars

• No Apps, No Games

45%Lorem Ipsum Dolor Sit Amet

Apple

iPhoneMicrosoft

Kin

Verizon Stopped

Selling it after 48 days and

returned unsold phones

• Sold 600,000 preorders in 24 hours

• Apps and Games• Highly praised

interface

Over 421 Million Units

SoldTo Date

User Experience is a Competitive Advantage

Page 9: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team9

Steps to a better User Experience Experience First Model

User Stories

USER STORIES

Captures what a user

does or needs to do as part of his or her

job function

What does the user...

EMPATHIES Fictitious characters represent

user communities in order to solve design

questions

PERSONASVisual guides

represent skeletal

frameworks of a website

WIREFRAMES Interactive models simulate eventual working

systems

PROTOTYPES

PLANNING PHASE

Page 10: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team10

Persona Groups

Persona 1Back Office

Persona 2FA Mobile

Persona 4Customer

Persona 5Call Center

Persona 3Front Office

Persona 6Middle Office

Brokerage

Persona Groups Definition

A persona group is intended to identify a subset of a total user population that share the same goals and behaviors and might use a site, brand or product in a similar way

Page 11: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team11

OUTLINERecommend tools for

each phase of the Experience First Model

DEFINEDefine the process for the Experience First

Model

ENGAGEEngage with business leaders to review recommendations

How will MarkIT be leveraged for Wireframes going forward?How could these new processes/steps impact project timeline and cost?Will the Business Process workflow teams be stewards of User Stories?Vendor Products – What is the strategy to provide common look and feel (e.g. BondDesk, Caliper)

Define UX Strategy - Next Steps

questions

• Who owns each phase (business, IT, both, team)?

• Funding of each phase?• Roles included?• Impact on roles and existing

responsibilities?• Lifecycle reconciliation

(PMO)

• How will UCD be expanded to meet demand?

• Review Glossary

Page 12: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team12

New Technology Patterns & ToolsB

The Tools to build Modern Applications

Page 13: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team13

The UXi PatternSocialization and Education

The Pattern ReferenceThe User Experience (UX) Interface pattern describes principles and technologies for delivering application interface functionality to end users through web browsers and connected devices. This pattern creates Rich Internet Applications, Single Page Applications, Widgets, and web pages, based on Responsive Web Design. The User Interface (UI) is focused on delivering an integrated and consistent functionality, enhancing the end user’s experience and workflow — not a single business system from UI to data.

This pattern will utilize, but not contain, the following areas of business systems: • Domain Services• Business Process Management• Business Rules Engine

Page 14: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team14

The UXi PatternSocialization and Education (Page 2)

• Deliver content and functionality to end user based on the screen resolution and device capabilities. 

• Adapt to the delivery medium without user intervention.• Aggregate backend services, workflows and processes into an intuitive, highly

integrated UI that focuses on user experience, productivity and ease of use.• Utilize standards based web technologies including

HTML5, CSS3, and JavaScript.• Provide a single architectural pattern, style and technology

stack for all UI needs on all connected devices and browsers.• Exclude proprietary thick technologies such as Adobe Flash,

Microsoft Silverlight and Java applets. • Modernize our UI technology skillsets to state of the art.• Lay the foundations for a competitive and highly flexible

UX technology practice within WBR.• “Responsiv e Design” Techniques• “Decision Tree” Usage when Uxi appropriate

The focus of this UX Interface pattern is to:

Page 15: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team15

DefineScope of UX Strategy, Definitions

AlignBusiness Strategy, BPM, SOA, Architecture, Data, PMO, Testing

OrganizeStructure, Governance, Execution

Guide IT organization and define adoption of intuitive user experience impacting our organizational processes, structure, and skills.

Our Charter

TransformDevelop staff, Grow, Evolve

Page 16: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team16

Define Use BPM Coach vs. “Jackbe” or “Presto” or other code base

choice (tertiary solution) – decision tree for when to

use each?Collaboration

between BPM, UX and Architecture

teams.

PATTERNSocialization

ConsiderEnterprise Playbook

How do changes impact each roleHow do changes impact process

UX ROADMAPTechnical Plan

Device StrategyOrganizing Alignment

Training StrategyTPM Alignment

Organize UX Strategy - Next Steps

Page 17: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team17

Assign Persona Group Owners

02Persona Groups

Persona Owners:•Champion Projects within the Persona•Govern platform(s) and/or device(s) used by the Persona•Work closely with other Persona owners to establish standards and best practices across Personas.•Serve as member of the UX Steering Committee to determine the future direction of UX.•Establish business relationship with business leaders for the Persona•No reorganization of contributor staff at this time•Eventually Persona expansion to WBR level.•The breakdown to the left is a current assumption and requires further thought and conversation with the business

Persona 1Back Office

Persona 2FA Mobile

Persona 4Customer

Persona 5Call Center

Persona 3Front Office

Persona 6Middle Office

Brokerage

Page 18: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team18

Execution is EverythingUX Governance Structure4th QTR of 2013 (dotted lines future)

01Strategy Team

03UX Competency Team

Capability Team LeadSolution ArchitectStrategy Architect

Analyst(s)Developer(s)

05FA Mobile

Front OfficeRetail (eBrokerage)

Call CenterMiddle Office Back Office

App Delivery Teams/Owners

02Steering Committee ChairWBR ArchitectureFA Mobile PersonaFront Office PersonaMiddle Office PersonaBack Office PersonaCall Center PersonaClient PersonaBusinessData, Test & PMO reps

Steering Committee 04UX Competency

Team

Business/User Centered

Design (UCD)

Until we have closed any pending action items (including vetting our recommendation with the business) and confirmed that the business is on board, we would ramp up the larger Steering Committee.

Competency Team:•Cross section of technology teams represented•Serve as a “center of excellence” for UX working with UX projects to guide on processes, tools and technologies.•Evaluate standing processes, tools and technologies to determine gaps or recommend changes to the UX Steering Committee (rapidly changing space)•Primary liaison to User Center Design•Roadmap planning with Architecture•Team has already assembled

Steering Committee:•Senior decision making body for UX•Meets regularly to evaluate and evolve the UX organization, pattern and tools to ensure proper UX adoption.•Reviews all UX candidate projects•Defines the development and training plan UX resources•Ensures proper governance of UX development •Evaluates the recommendations of UX Competency Team•Coordinates with other Pattern Steering Committees (SOA) as needed.•Provides periodic progress updates to Sr Leadership

Strategy Team:Vet scope and recommendations with Technology LeadershipEngage business leaders to ensure strategic alignment

Page 19: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team19

DefineScope of UX Strategy, Definitions

AlignBusiness Strategy, BPM, SOA, Architecture, Data, PMO, Testing

OrganizeStructure, Governance, Execution

Guide IT organization and define adoption of intuitive user experience impacting our organizational processes, structure, and skills.

Our Charter

TransformDevelop staff, Grow, Evolve

Page 20: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team20

RESTATEAlignment actions throughout earlier

part of deck- Business Alignment

MEETINGWITH BPM to discuss Coach

MEETINGwith SOA Strategy

PRESENTProgress and

further recommendations

in next forum.

Align UX Strategy - Next Steps

Page 21: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team21

DefineScope of UX Strategy, Definitions

AlignBusiness Strategy, BPM, SOA, Architecture, Data, PMO, Testing

OrganizeStructure, Governance, Execution

Guide IT organization and define adoption of intuitive user experience impacting our organizational processes, structure, and skills.

Our Charter

TransformDevelop staff, Grow, Evolve

Page 22: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team22

UX Representatives now available

Training – 1 round

Training existing staff thru engagment of UX Compentency Team (for now)

Maintenance of UX pattern

Transform

Adapting to NextGen recommendations

Longevity of funding UX vendors (MarkIT)

Page 23: Wells Fargo Ux Strategy - Strategy Presentation

UX Strategy Team23

Progress to Date

Make an Impact

New Development Pattern

Train on Development Language

Define Holistically, Technology & Process

Page 24: Wells Fargo Ux Strategy - Strategy Presentation

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Glossary Of Terms

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UX Strategy Team32

Thank YouFor your participation