experience strategy: dealing with a ux mid-life crisis

© 2010 The Vanguard Group Inc. All rights reserved. 1

Experience Strategy:Dealing with a UX Mid-life CrisisRichard DaltonRob WeeningIA Summit, Phoenix, April 10th 2010


At mid-life we discovered two problems:• Project teams are too focused on their goals and don’t consider the

bigger picture• We have no consistent way to gauge success

We have these problems because we don’t have a common language for describing the objectives of the experience

TasksUsers do things to try to meet their goals

… and the business wants users to do things so it can meet its goals

Goals

Projects

Are realized through

Are enabled & encouraged by

Are created & changed by

Capabilities


Users have goals

… and the business has goals

Projects create new capabilities

Projects change existing capabilities

Capabilities help users to do the tasks they want to do

… and encourage users to do the tasks the business wants them to do

+ EmotionsUsers also have feelings about their goals & tasks

… and the business wants to encourage certain feelings

Goals

Projects

Are realized through

Are enabled & encouraged by

Are created & changed by

Capabilities


Users have goals

… and the business has goals

Projects create new capabilities

Projects change existing capabilities

Capabilities help users to do the tasks they want to do

… and encourage users to do the tasks the business wants them to do

User-driven tasks

Business-driven tasksCapabilities

Follow Vanguard’s investing principles

Learn why Vanguard is great

Bring assets to Vanguard

Use Vanguard's products & services

Self-provision on the web

Spread the word about Vanguard

Trust Vanguard

Find an investment company

Act on my investments

Help my heirs be successful at Vanguard

Make good investment decisions

Monitor my investments

Stay current on news and commentary

Deal with taxes

Help other people be successful investors

Web

Phone

Paper

E-mail

Mobile devices

Radio/TV

90 tasks groupedinto 8 categories


635 capabilities and counting …


User-driven tasks


Follow Vanguard’s investing principles



Use Vanguard's products & services

Self-provision on the web

Spread the word about Vanguard

Trust Vanguard



Help my heirs be successful at Vanguard



Stay current on news and commentary

Deal with taxes

Help other people be successful investors

Web

Phone

Paper

E-mail

Mobile devices

Radio/TV



635 capabilities and counting …


Capability Strategy Sheet Experience Strategy Map

Rollover Offer(web)

User-driven tasks



Rollover Offer(web)

User-driven tasks



Explore Vanguard’s range of products

Search for candidates

Find out about Vanguard’s reputation


Find out if there are fees to do a rollover

Rollover Offer(web)

Use Vanguard’s products & services

User-driven tasks



Explore Vanguard’s range of products

Search for candidates



Get investment recommendations

Get information about investments

Learn the process and benefits of rollovers


Rollover my 401(k) to Vanguard

Transfer my IRA to Vanguard




Learn why our mutual funds are great

Learn how we can help you do a rollover

Learn about the Vanguard story


Rollover 401(k) plans into Vanguard IRAs

Invest in simplified investing solutions

Use Vanguard for advice or guidance

2

3

4

5

6

8

9

10














7

1

Emotional considerations

High-level approach

Success criteria – “what is good?”

2

3

4

5

6

8

9

10














7

1


High-level approach


Anxious Confident

Frustrated Delighted

Disinterested Engaged

Confused Informed

Regretful Reassured

Envious Content

Alone Supported

Skeptical Trusting

2

3

4

5

6

8

9

10














7

1


High-level approach


Many users aren’t sure what they need to know in order to make a good decision. Offering too much information can lead to decision paralysis

Confused Informed2

3

4

5

6

8

9

10














7

1


High-level approach



Confused Informed

Provide summary information about investments appropriate for rollovers within this capability. Provide contextual access to the full investment information – and an easy path back

2

3

4

5

6

8

9

10














7

1


High-level approach



Confused Informed

Provide summary information about investments appropriate for rollovers within this capability. Provide contextual access to the full investment information – and an easy path back

80% of people who navigate to the full investment information from this page should use the in-page links vs. global navigation

2

3

4

5

6

8

9

10














7

1

34 7 8 1

5

2

4

7

4

5

10

2

3

4

5

6

8

9

10














7

1


Capability Strategy Sheet

1. Ensures that project teams are aware of the full scope of the capability and what is most important

2. Helps sponsors to stay focused on tasks and their priorities rather than design decisions

3. Supports controlled evolution of capabilities by providing a stable framework to evaluate success or failure


Check my balanceFind out how much money I’ve made

Am I on track to reach my goal?


Check the status of transactions

tasks






tasks

Web

Print

Phone

capabilities

Statement






Client Homepage

Account Balances

Statement

Balances call

tasks

Web

Print

Phone

capabilities


Experience Strategy Map

1. Shows which capabilities support which client tasks across all channels – useful as we think about consistency of the experience

2. Shows the health of the entire experience - helping sponsors prioritize which capabilities should be improved


Look daunting but its composed of simple elements

http://en.wikipedia.org/wiki/Mandelbrot_set


We need our business partners to spread the idea throughout the organization

http://www.flickr.com/photos/63197350@N00/471062320/


http://yearofadventure.wordpress.com/2008/09/16/ode-to-my-triptik/

The same goals, tasks & emotions can often describe the current and future state

http://www.flickr.com/photos/rapo/2251688164/


The journey is as important as the destination

http://www.flickr.com/photos/quitelucid/246647500/


Richard DaltonRob Weening

[email protected] [email protected]@mauvyrusset

[email protected]

Thanks also to Steve Weber

experience strategy: dealing with a ux mid-life crisis

Design

vanguard group

vanguard use vanguard

vanguard iraslearn

goals tasks

investment companysearch

vanguards reputationlearn

categories45 tasks groupedinto

goals capabilities