ux strat 2014: martin granström, "ux as a core company strategy"
DESCRIPTION
As the notion of UX / Experience Planning / Interaction design / Visual Design / Motion Design / UX Research, drastically have changed from something that "we fix later" to an often pronounced expectation from executive leadership that UX should not only visualize but also guide and drive the actual user/consumer delivery, it requires us to constantly evolve in the way we work, they way we present, our output, how we organize ourselves, to be able to start from Experience Goals tied to target users AND business objectives to work with UX as a core company strategy.TRANSCRIPT
UX as a core company strategyMartin Granstrom
establish a ux mindset
establish a ux mindsetstart working with “ux planning”
establish a ux mindsetstart working with “ux planning”provide ux direction
establish a ux mindsetstart working with “ux planning”provide ux directionidentify experience domains
establish a ux mindsetstart working with “ux planning”provide ux directionidentify experience domainscreate experience teams
establish a ux mindsetstart working with “ux planning”provide ux directionidentify experience domainscreate experience teamscreate experience plans
establish a ux mindsetstart working with “ux planning”provide ux directionidentify experience domainscreate experience teamscreate experience plansexecute on the plan
UX framework
Years go byFirst monthConsideration Purchase First hour First week
The 7 steps of UX – UX Lifecycle
Years go byFirst monthAwareness Consideration Purchase First hour First week
Aware of my needs Product awareness
Desire to act
The 7 steps of UX – UX Lifecycle
Years go byFirst monthAwareness Consideration Purchase First hour First week
Aware of my needs Product awareness
Desire to act
Identify candidates Compare
Pick candidates
The 7 steps of UX – UX Lifecycle
Years go byFirst monthAwareness Consideration Purchase First hour First week
Aware of my needs Product awareness
Desire to act
Identify candidates Compare
Pick candidates
Shop atmosphere Information at shop Point of purchase
The 7 steps of UX – UX Lifecycle
Years go byFirst monthAwareness Consideration Purchase First hour First week
Aware of my needs Product awareness
Desire to act
Identify candidates Compare
Pick candidates
Shop atmosphere Information at shop Point of purchase
Setup Explore Move on
The 7 steps of UX – UX Lifecycle
Years go byFirst monthAwareness Consideration Purchase First hour First week
Aware of my needs Product awareness
Desire to act
Identify candidates Compare
Pick candidates
Shop atmosphere Information at shop Point of purchase
Setup Explore Move on
Usability Everyday usage Defend purchase
The 7 steps of UX – UX Lifecycle
Years go byFirst monthAwareness Consideration Purchase First hour First week
Aware of my needs Product awareness
Desire to act
Identify candidates Compare
Pick candidates
Shop atmosphere Information at shop Point of purchase
Setup Explore Move on
Usability Everyday usage Defend purchase
Done learning Natural part of me First bill – worth it?
The 7 steps of UX – UX Lifecycle
Years go byFirst monthAwareness Consideration Purchase First hour First week
Aware of my needs Product awareness
Desire to act
Identify candidates Compare
Pick candidates
Shop atmosphere Information at shop Point of purchase
Setup Explore Move on
Usability Everyday usage Defend purchase
Done learning Natural part of me First bill – worth it?
Quality Decay effect
Customer service
The 7 steps of UX – UX Lifecycle
Loyal?
Years go byFirst monthAwareness Consideration Purchase First hour First week
Aware of my needs Product awareness
Desire to act
Identify candidates Compare
Pick candidates
Shop atmosphere Information at shop Point of purchase
Setup Explore Move on
Usability Everyday usage Defend purchase
Done learning Natural part of me First bill – worth it?
Quality Decay effect
Customer service
The 7 steps of UX – UX Lifecycle
Delight
Feel Good
Hygiene
The Experience Pyramid
Delight
Feel Good
HygieneSimple
EasyUseful
The Experience Pyramid
Delight
Feel Good
Hygiene
Unique
InnovativeEmotional
SimpleEasy
Useful
The Experience Pyramid
Delight
Feel Good
Hygiene
Energizing
Unique
InnovativeEmotional
SimpleEasy
Useful
The Experience Pyramid
Awareness First hour Years go byConsideration First weekPurchase First month
Hyg
iene
Feel
goo
dD
elig
ht
Dis
appo
inte
rs
Example of a Nook user experience
Awareness First hour Years go byConsideration First weekPurchase First month
Hyg
iene
Feel
goo
dD
elig
ht
Dis
appo
inte
rs
I know this brand stands for good readers
Example of a Nook user experience
Awareness First hour Years go byConsideration First weekPurchase First month
Hyg
iene
Feel
goo
dD
elig
ht
Dis
appo
inte
rs
I know this brand stands for good readers
Great reviewsExample of a Nook user experience
Awareness First hour Years go byConsideration First weekPurchase First month
Hyg
iene
Feel
goo
dD
elig
ht
Dis
appo
inte
rs
I know this brand stands for good readers
Great reviews
It’s bigger than it looked in commercials
Example of a Nook user experience
Awareness First hour Years go byConsideration First weekPurchase First month
Hyg
iene
Feel
goo
dD
elig
ht
Dis
appo
inte
rs
I can try out the new device in the store – new features new content
I know this brand stands for good readers
Great reviews
It’s bigger than it looked in commercials
Example of a Nook user experience
Awareness First hour Years go byConsideration First weekPurchase First month
Hyg
iene
Feel
goo
dD
elig
ht
Dis
appo
inte
rs
When can I use my new device - the wizard is too long
I can try out the new device in the store – new features new content
I know this brand stands for good readers
Great reviews
It’s bigger than it looked in commercials
Example of a Nook user experience
Awareness First hour Years go byConsideration First weekPurchase First month
Hyg
iene
Feel
goo
dD
elig
ht
Dis
appo
inte
rs
When can I use my new device - the wizard is too long
It was easy to get my content into my new device
I can try out the new device in the store – new features new content
I know this brand stands for good readers
Great reviews
It’s bigger than it looked in commercials
Example of a Nook user experience
Awareness First hour Years go byConsideration First weekPurchase First month
Hyg
iene
Feel
goo
dD
elig
ht
Dis
appo
inte
rs
When can I use my new device - the wizard is too long
It was easy to get my content into my new device
I can try out the new device in the store – new features new content
I know this brand stands for good readers
Great reviews
It’s bigger than it looked in commercials
Example of a Nook user experience
It surprises me – my reader experience get upgraded with features and content that I want
UX Direction
UX Direction
discover
UX Direction
discover consume !
!
UX Direction
discover consume !
!
organize !
UX Intents
1. I always want access to my content, no matter where I am or what kind of device I'm using!
2. I want to be served proposals to my next read when approaching the end of my current one!
Experience Goals
Hyg
iene
Feel
goo
dD
elig
ht
Awareness First hour Years go byConsideration First weekPurchase First month
We know what you like
and will surprise you with free stuff
1. I always want access to my content, no matter where I am or what kind of device I'm using!
Your Nook content is in
all your devices
We’ll help you get your
account and content in
order at the store
Hyg
iene
Feel
goo
dD
elig
ht
Awareness First hour Years go byConsideration First weekPurchase First month
We know what you like
and will surprise you with free stuff
1. I always want access to my content, no matter where I am or what kind of device I'm using!
Your Nook content is in
all your devices
We’ll help you get your
account and content in
order at the store
Hyg
iene
Feel
goo
dD
elig
ht
Awareness First hour Years go byConsideration First weekPurchase First month
We’ll nudge/help you to finish that last 20 pages
2. I want to be served proposals to my next read when approaching the end of my current one!
Start a new series and
we’ll buy you #2
Hyg
iene
Feel
goo
dD
elig
ht
Awareness First hour Years go byConsideration First weekPurchase First month
We’ll nudge/help you to finish that last 20 pages
2. I want to be served proposals to my next read when approaching the end of my current one!
Start a new series and
we’ll buy you #2
Experience Domains
Identify experience domains
home – shop – library - reader
Experience teams
!
!
UX Planner / Product manager Lead Interaction Designer Lead Visual Designer UX Researcher Lead SW Engineer
Experience Team – setup "Key roles:
!!Key team members goes through:"!
• Experience plan!• Key experiences!• Flows and Visual Design!• SW status / Release plan!
!Purpose of “ Experience Review”"
!
• Get approval of experience plan!• Get approval of design!• Update on action items
UX setup structure - Reviews "Weekly meetings “ Experience Review”
• UX intent!!
• Experience Plan!!
• Wireframe spec!!
• Core Visuals!!
• Release Plan
UX setup - Docs
Experience Plan
Experience Plan
Experience Plan
Nook reading experiences enables our consumers to always find something interesting to read no matter context
Vision
Experience Plan
Nook reading experiences enables our consumers to always find something interesting to read no matter context
VisionThere is no good enough xx experience on the market today. Consumer expectation is “it must be..”
Problem definition
Experience Plan
Nook reading experiences enables our consumers to always find something interesting to read no matter context
VisionThere is no good enough xx experience on the market today. Consumer expectation is “it must be..”
Problem definition Investment objectiveEnable the digital reader consumer base/market to start using …
Experience Plan
Experience Plan
Total Market!Yearly US Bookmarket $20 Billion - Online - In store - Paperback - Digital - Audio
Addressable market
Experience Plan
Total Market!Yearly US Bookmarket $20 Billion - Online - In store - Paperback - Digital - Audio
Addressable marketReading/consumption is redefined !
- People read more then ever but not only books / ebooks !
- Consumers expect to be able to access all their reading content independent of device, eco system and service !
- The consumer expectation on bringing analog “book experiences” digital is increasing
Industry trends
Experience Plan
Total Market!Yearly US Bookmarket $20 Billion - Online - In store - Paperback - Digital - Audio
Addressable marketReading/consumption is redefined !
- People read more then ever but not only books / ebooks !
- Consumers expect to be able to access all their reading content independent of device, eco system and service !
- The consumer expectation on bringing analog “book experiences” digital is increasing
Industry trends CompetitorsExperiences - Hygiene - Feel Good - Delight
Experience Plan
Experience Plan
Marketing feedback!xxx articles covering launch event % favorability !
Partner feedback!!
Consumer feedback! - Good book content - Other media coverage so so - Easy to find my stuff - Hard to get new stuff
Market feedback
Experience Plan
Marketing feedback!xxx articles covering launch event % favorability !
Partner feedback!!
Consumer feedback! - Good book content - Other media coverage so so - Easy to find my stuff - Hard to get new stuff
Market feedbackHow was the perceived quality score of previous release? !
How were the analytics results !
How will the results be addressed?
Usage feedback
Experience Plan
Marketing feedback!xxx articles covering launch event % favorability !
Partner feedback!!
Consumer feedback! - Good book content - Other media coverage so so - Easy to find my stuff - Hard to get new stuff
Market feedbackHow was the perceived quality score of previous release? !
How were the analytics results !
How will the results be addressed?
Usage feedback Nook / BN opportunityNook apps are available on all platforms. !
Barnes and Noble has millions of direct in physical book store face to face contact with customers interested in our content everyday !
Content
1. I always want access to my content, no matter where I am or what kind of device I'm using!
!
2. I want to be served proposals to my next read when approaching the end of my current one
Experience GoalsExperience Plan
2013
2014
2015
What we are working on for the coming release!
Describe high level experiences for future releases
Describe what we launched last year / previous release
Experience Evolution PlanExperience Plan
Next UX / UI Experience Plan
UX Prioritization
Delight(
Feel(good(
Hygiene(
Annoying(
Boring(
Ugly(
Doesn�t(work(
Don�t(have(it(
Call(support(
Return(device((
Not((buy(device(
Never(buy(this((
brand(again(
Seldom' Monthly' Weekly'
1(
2(
3(
2(
3(
4(
3(
4(
5(
D3(
D2(
D1(
D4(
D3(
D2(
D5(
D4(
D3(
Experience(
Frequency(
(of(use(Every'day'
4(
5(
6(
5(
6(
7(
D6(
D5(
D4(
D7(
D6(
D5(Several'3mes'a'day'
I(want(to(take(digigal(notes(while(reading(
A'digital'pen'that'lets'me'enhance'my'content(
13(
I'cant'gi;'a'book'to''my''
son(
I'can''easily'surprise'my'kids'with'a'nice'gi;'
6(
Prioritization
Prioritization
establish a ux mindset
establish a ux mindsetstart working with “ux planning”
establish a ux mindsetstart working with “ux planning”provide ux direction
establish a ux mindsetstart working with “ux planning”provide ux directionidentify experience domains
establish a ux mindsetstart working with “ux planning”provide ux directionidentify experience domainscreate experience teams
establish a ux mindsetstart working with “ux planning”provide ux directionidentify experience domainscreate experience teamscreate experience plans
establish a ux mindsetstart working with “ux planning”provide ux directionidentify experience domainscreate experience teamscreate experience plansexecute on the plan
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