10 strategic ux techniques
Post on 15-Sep-2014
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DESCRIPTION
Many companies, in their haste to be first to market, forget the value of good early, strategic design thinking when creating a product or service. This results in mediocrity, and ultimately leads to an unloved brand experience where consumers become fickle and disloyal. Now, whether leading a design team, sitting on the board of directors or starting up a company, UX practitioners have made their way back up the value chain and have been re-empowered to make decisions that really can change the world. This talk and workshop helps you get into the right mindset and apply techniques that prove the enormous value of UX at a strategic level.TRANSCRIPT
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10 Strategic UX Techniques
by Eewei Chen
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I have been designing a long time
16 years
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Working with large organisations!
ANYTIME
SKY+
SKY GO
EPG
MOBILE WEB
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1. Predict the future
2. Influence
3. Balance innovation
4. Join the dots
5. Define success
6. Understand customers
7. Test your MVP
8. Measure success
9. Simplify the business model
10. Sustain success
What you will learn today
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“An experience strategy is that collection of activities that an organisation chooses to undertake to deliver a series of interactions which, when taken together, constitute a product or service offering that is superior in a meaningful, hard to replicate way; that is unique, distinct & distinguishable from that available from a competitor.”
- Steve Batty, VP IxDA
What is Strategic UX?
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What is Strategic UX?
Business purpose and needs
Hopes, Fears, RAIDs(incl. Competitors)
User behaviours and needs
Value map
Prioritise Build team Business model Elevator pitch
Interactions and journeys
Validate
Activities needed to deliver interactions that define a product or service in a unique & memorable way*
* Adapted from Steve Batty’s (VP IXDA) definition of an Experience strategy
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Predict the future
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“The best way to predict the future is to create it.” - Peter Drucker, management guru
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no longer exist
no one can live without
Survival of the fittest
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Why predict the future?
1903Wright brothers
First flight
1886Ford Model T
First car
1937302
First phone
1943Biro
First non drip pen
1975Xerox starFirst GUI
1996Motorola Startac
First mobile phone
2007iPhone
First ‘Smart’ phone
2013Your product?
First...
Retention, Market share, brand strength?
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See what is trending
customer
customer
customer
customer
customercustomer
customer
Stakeholder StakeholderStakeholder
Stakeholder
Stakeholder
Stakeholder
Stakeholder
Stakeholder
Trends
TrendsTrends
Trends
Trends
Trends
Trends
Trends
Trends
Trends
Trends
Trends
customer
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Web Mobile
TV
cinema
commute
naturehome
shopping
holiday
work
play
exercise
family
friends
dining
sport
hobbies
school
sleep
Rewa
rds?
Second screen?
Live event Data analysis?
Create a framework
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Influence
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Connect with everyone
Business ownerStrategy / Planning
MarketingCustomer insight
UX DesignGraphic Design DevelopmentOperations
Sales Customer ServiceCustomer Training
BrandHR
Finance
CEO
Founder
Director of design
Design team lead
Futurist
UX Lead
Creative Director
Strategy consultant
Designer New business guy
Nerd
Producer
Teacher
Mentor
IA
BA
Manager
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Why is shared understanding important?5
Sticky whispers
e.g. “The only way is up”
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Create a shared understanding
Thanks Jeff Patton!
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Define the vision
• “Hopes and Fears”
• ROI, Impact & KPIs
• RAID
• Technology
• Opportunities
• Analysis
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• Marketing plan and timings
• Tone of voice and brand messaging
• Shared awareness of needs
TV
Viv, Head of Marketing,
my mate :-)
Create UX champions
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Roles & Responsibilities
RACI
Design the process
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Balance innovation
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Innovation is the development of new customer value through solutions that meet new or old customer and market needs in new ways.
- Wikipedia
What is Innovation?
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Optimise and fix
Tactical
Innovation
political
process, process,
process
old tech
over analysis
less risky
not connected
comfortable
short sighted
too busy
quick results
unproven risk
Find the right balance
safety in what is known
no time to improve
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INNOVATION
NON-APPLICABILITY
Future tech
fix
Tactical
Emerging product
not innovative enough
idea
Not applicable
awesome innovation*
Good enough
* push and join the dots
idea
idea
More applicable innovation
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Time box it
TIME
IMPACTpotential maximum impact
what if... 60% of TIME gives you 95% of IMPACT.
Good enough?
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Join the dots
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Identify problems
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RelevanceEase of useFind-a-bilityaccessibility
Monetise
Start
Find
Learn
Consume
Belong
mobile payments
idle sourcing
social media
Point, know & buy
second screen
mobile advertising
Mood monitoring
Outline the customer experience
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http://staging.skycreative.tv/jh/nav/index.htmlhttp://staging.skycreative.tv/jh/nav/indexx.htmlhttp://staging.skycreative.tv/jh/nav/indexxx.html
Relevance
Ease of use
Find-a-bility
Solve it
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Define success
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“Start with the end in mind.” - Anonymous
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What is success?
Manufacturing
= Production of high quality goods
Agile
= Working software
Lean Startup
= Validated learning
Lean UX
= Outcomes & Impact
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How do you define success?
Output - EASYSoftware we build. The materials we produce.
Outcome - NOT TOO HARD
The immediate change due to delivering output.
Impact - VERY HARD
The larger change we see over time
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OutputA new sign in page
OutcomeUsers sign in at a higher success rate
Impactlarger basket value per purchase
How do you define success?
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Assumptions define success
We believe by Output, we will Outcome* leading to Impact
* Qualitative and or Quantatative
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Express Suggest Watch
tags
interests
mood
movie database
mobile ads
sentiment analysis
Affiliate deals
Emotivu
“We believe by letting users link their social IDs we will improve the accuracy of movie recommendations leading to increased content viewing & purchasing.”
Facebook posts
profileTweetssecond screen
movies
subscribe
rent
buy
YouTube
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Understand customers
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Lightweight personas
pretty
pic
Statistical
data
Unique
insight
Specific
needs
Create a time management app!
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I am always running errands, managing the kids, keeping things running...
...
...
No Time
???
???
...
???
What are Mary’s problems? (shout out)5
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Writing assumtions
We believe by Output, we will Outcome*
leading to Impact
We believe by synching with users calendars,
we will reduce the number of clashing events
leading to increased productivity
Problem: No Time
15
* Qualitative and or Quantatative
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Write an assumption
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Sketch your assumptions(6 UP)
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Test your MVP
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What is an MVP?
http://www.youtube.com/watch?v=b240PGCMwV0
Fenyman, the grandfather of Lean Startup?
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MVPs help measure success
• Guess
• Consequences
• Experiment
• Assume
• Output, Outcome, Impact
• MVP
Validated learning!
Fenyman Riesvs
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• Validate biggest assumptions first
• ‘Thin slice’ a holistic journey
• Continuously add and pull new features (Kanban)
• Build, Measure, Learn
Do it in small batches
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• “In the wild”
• Real-time
• Fast, furious & fun
• Insightful
Get out of the “building”
https://www.youtube.com/watch?v=szr0ezLyQHY
• Pivot or persevere
• Guerilla usability
• Developers, designers, customers
• Lean, Agile, MVP
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Measure success
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Difficulty of Implementation
Impa
ct
Quick wins Differentiator
Building blocks
Bin it
Drive out assumptions
ASSUMPTION
ASSUMPTION
ASSUMPTION
ASSUMPTION
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Value map assumptions
EASY
HIGH IMPACT
LOW IMPACT
DIFFICULT
Quick Differentiator
Building blocks Bin it
Having the latest movies before Netflix & LoveFilm...
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De-risk assumptions
KNOWN
HIGH RISK
LOW RISK
UNKNOWN
Having the latest movies before Netflix & LoveFilm...
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Innovation accounting, Cohort analysis
Split tests saw Wk4 joiners get all
changes all at once. Retention was best:
- simplified search box
- sign in at start of experience
- 3 products vs 9
- introduction of Live Chat
No vanit
y metric
s
please!
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Value map assumptions
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Simplify the business model
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What: We make great computers, phones, tablets and TVs
How: They are well designed and simple to use
Want to buy one?
Why: We constantly challenge the status quo to make your world a better place
How: Everything we create is beautifully designed, simple to use & useful to you
What: We just happen to make great computers, phones, tablets and tvs
Would you like one?http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
Golden C
ircles
Start with the “Why”
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For people who need
information on the move , the
Apple iPhone is a SmartPhone
that lets you access email and
internet , unlike the Palm
Treo , the Apple iPhone
removes the fixed keyboard
giving you 40% more room to
email and browse the internet
“Reinventing the phone”+ Tag line
Sum up your business in one sentence
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Business model canvas
Task delegation
Co-creation
Mary the busy mom
NEEDS & GOALS123456
Mobile
Pay for movie previews (+$)
SEM and SEO
Marketing
Movie studios and production companies
SEM keyword purchasing (-$)
Calendar integration
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• Acquisition: arrival from channels• Activation: enjoy the initial visit• Retention: re-visit• Referral: tell others• Revenue: pay for services
http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
DaveMcClure
Pirate metrics AARRR!
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Write an elevator pitch
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Sustain success
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Optimisation and fixes
Tactical Projects
Innovation
Optimisation and fixes
Tactical projects
Innovation
*Innovation needs to be practical
Oil the machine
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Awesome team
Cool tech + clever partnerships
BuildMeasureLearn
Release
Choose the right tech, partnerships, team
BuildMeasureLearn
ReleaseRelease
BuildMeasureLearn
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Good design is:
Innovative = early adoption & new prospectsUseful = increased repeat visitsAesthetic = improved customer satisfaction (NPS)Understandable = reduced complaintsUnobtrusive = reduced task completion timeHonest = social media kudosLong lasting = less release cyclesThorough = preferred over competitorEnvironmentally friendly = accessibilityAs little design as possible = fewer clicks to content
http://www.vitsoe.com/en/gb/about/dieterrams/gooddesign
Map principles to success metrics
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• Document lightly (fonts, colours)
• High level rules, design rational, flows
• Page templates, components, css
stylesheets and ux pattern library
Wireframes & Guidelines
• Page component layout
• User flows
• Interaction models
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• Give expert talks
• Facilitate creative workshops
• Mentor teams
Live and breathe it
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Of 15 innovation champions*, 10 left their organisations to become consultants, 4 joined smaller or startup companies, and 1 retired.
ZERO returned to a Fortune 500 company. Most have Fortune 500 companies and their former organisations as clients.
*consultant is not a ‘dirty’ word any more!
Be an inno
vation
subversive!
* The Association for Managers of Innovation studied why corporate innovation champions struggle to survive.
It’s ok to get fired (I did... kinda)
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• Start small fires. Fail fast & often.
• Pivot based on customer validation.
• Persevere past early stage adoption. Build momentum.
Idea
Idea
Don’t stop believing
Bin Tactical Awesome
IdeaIdea
Idea
Idea
Idea
Idea
Idea
Idea
Idea
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1. Influence people
2. Predict the future
3. Balance innovation
4. Join the dots
5. Define success
6. Understand customers
7. Test your MVP
8. Measure success
9. Simplify the business model
10. Sustain success
What you learned today
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Alex Osterwalderwww.businessmodelgeneration.com
Eric Rieswww.startuplessonslearned.com
Dave Grayhttp://www.davegrayinfo.com
Eewei Chenhttp://designrecip.es
Thank you. Questions?
Jeff Gothelfhttp://tinyurl.com/d72chdl
Jonathan Rasmussonhttp://tinyurl.com/btdxl9j