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UX STRAT Europe, Simon Norris, “Thinking Beyond: Humanising the Way We Do Experience Strategy”

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UX STRAT Europe 2016 presentation by Simon Norris, Founder, Nomensa

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UX STRAT Europe, Simon Norris, “Thinking Beyond: Humanising the Way We Do Experience Strategy”

  1. 1. London | Bristol | Amsterdam @simon_norris
  2. 2. @simon_norris UX STRAT, EUROPE Thinking beyond: humanising our approach to experience strategy
  3. 3. @simon_norris A brand is not just a logo, a website or your business cards... it's an experience Anon
  4. 4. @simon_norris What does it mean to call a taxi 
 in a world where Uber is valued 
 more highly than the entire taxi market of most cities?
  5. 5. @simon_norris What does it mean to book a room 
 or apartment 
 in a world where planning no longer means having to think days or weeks ahead?
  6. 6. @simon_norris And, what does money mean 
 in an increasingly cashless world?
  7. 7. @simon_norris A brand for a company is like a reputation for a person. You earn reputation by doing the hard things well Jeff Bezos
  8. 8. @simon_norris The client’s brief 1. Deliver a compelling brand 
 for the banking customers 
 of tomorrow 2. Identify or create opportunities 
 for future growth of the brand
  9. 9. @simon_norris
  10. 10. @simon_norris ’nimbl’ Quick and light in movement 
 or action (of the mind);
 able to think and understand quickly
  11. 11. @simon_norris Brand philosophy & vision
  12. 12. @simon_norris
  13. 13. @simon_norris
  14. 14. @simon_norris
  15. 15. @simon_norris 2 4 5 Ask a parent to activate your card online and view your PIN Make sure your allowance is set to top-up your account regularly Get the nimbl app and keep an eye on how much you spend and save All yours! Your money, your choice. Now you can spend in store and online or start saving today Your nimbl card is contactless Just tap to pay where you see the sign
  16. 16. @simon_norris
  17. 17. @simon_norris
  18. 18. @simon_norris Brand book
  19. 19. @simon_norris The client’s brief 1. Deliver a compelling brand 
 for the banking customers 
 of tomorrow 2. Identify or create opportunities 
 for future growth of the brand
  20. 20. Future @simon_norris The road ahead - evolving the brand Building the vision around a sense of ‘confidence’ we’ve deliberately created 
 a space for nimbl to occupy and further 
 grow into. Project Managing money is 
 just one of a wider 
 set of core life-skills parents wish for their children.
  21. 21. @simon_norris Managing money - evolving the brand Assertiveness Managing money Critical thinking Problem solving Decision making Effective communication Creative thinking Team working Life skill
  22. 22. @simon_norris Developing life skills - evolving the brand Assertiveness Managing money Critical thinking Problem solving Decision making Effective communication Creative thinking Team working Life skills
  23. 23. @simon_norris It ain’t what you do it’s the way that you do it Ella Fitzgerald
  24. 24. @simon_norris + + A product proposition Payment system for parents of school-aged children
  25. 25. @simon_norris Create a compelling brand Brand
  26. 26. @simon_norris Defining the problem! Problem notion • An awareness of what might be the cause
 • Some sense of requirement Problem definition • A ‘true’ brief • A clear sense of the problem / opportunity • The ‘effects’ it causes • An understanding of how to approach it versus Brand
  27. 27. @simon_norris Knowledge of what is 
 does not directly open the door to what should be. Albert Einstein
  28. 28. @simon_norris Original objective: Micro thinking Brand Human Tech Brand Technology
  29. 29. @simon_norris Gaining perspective: Macro thinking Family Child Money Tech Brand Brand Tech Human
  30. 30. Evolving the brand ` Family Tech Child Money Brand Technology Brand Tech Human Brand @simon_norris
  31. 31. Evolving the brand ` Family Tech Child Money Brand Technology Brand Tech Human @simon_norris Experience
  32. 32. @simon_norris Design is the silent ambassador of your brand Paul Rand
  33. 33. The Double-Diamond design process @simon_norris Discover Define Deliver D iverge C onverge C reate choices M ake choices D iverge C onverge C reate choices M ake choices Develop Measurement
  34. 34. The Double-Diamond design process Discover Define Deliver D iverge C onverge C reate choices M ake choices D iverge C onverge C reate choices M ake choices Develop Measurement @simon_norris
  35. 35. The Double-Diamond design process Discover Define Deliver D iverge C onverge C reate choices M ake choices D iverge C onverge C reate choices M ake choices Develop Measurement @simon_norris
  36. 36. The Double-Diamond design process Discover Define Deliver D iverge C onverge C reate choices M ake choices D iverge C onverge C reate choices M ake choices Develop Measurement Developed by the UK's Design Council@simon_norris
  37. 37. The Double-Diamond design process Discover Define Deliver D iverge C onverge C reate choices M ake choices D iverge C onverge C reate choices M ake choices Develop Measurement @simon_norris
  38. 38. The Double-Diamond design process Discover Define DeliverDevelop Measurement Feedback loop Developed by the UK's Design Council@simon_norris
  39. 39. Discover DeliverDevelop The UX Strategy Illusion Define Developed by the UK's Design Council@simon_norris
  40. 40. Discover Deliver § DevelopDefine Developed by the UK's Design Council@simon_norris Experience focused
  41. 41. @simon_norris Design is not just what it looks like and feels like. Design is how it works. Steve Jobs
  42. 42. Taking the client on a design journey • There in an inherent challenge on taking a client on a journey across a prolonged research and discovery project; • Ensuring insights are surfaced and explained in terms of how they inform thinking; • Consensus with the methods and supporting rationale; • Collaboration is critical; • Matching with the client. @simon_norris
  43. 43. @simon_norris Meet the UX ‘thinkers’ Thinking as a designer, and what this represents }The power of two Tim ‘To design is to communicate clearly by whatever means you can control or master.’ Milton Glaser ‘Curiosity breeds creativity.’ Tim Aled
  44. 44. @simon_norris First-diamond methodology 2 wks Known Qualitative Explore 1-2-1 interviews Explore & Validate Focus groups Quantitative Validate Primarily Surveys 8 wks Analysis, sense-making and insight
  45. 45. Criss-crossing the process Measurement 1. Starts out highly explorative and ‘divergent’ in nature 2. New insights validate 
 or create new paths for exploration and discovery 3. Over time, we build a sense of what’s important and what can be ‘pruned’ @simon_norris
  46. 46. @simon_norris The best vision is insight Malcolm Forbes
  47. 47. @simon_norris • Perceived generational divide;
 • Value of money less well-understood in a world of digital; • Children more money focused today; • Schools not seen to be playing an active part (implying adults see this as an educational issue); • Banks also not seen to be set-up to manage the financial needs of today’s teenagers. “Mum, my money’s gone. 
 So we sat down to look at her bank statements together.” Mum of Kate, 13 “He didn’t realise he was spending money.” Dad on his son’s 
 in-app purchases The meaning of money 1. active learning
  48. 48. @simon_norris ‘Active learning’ was a cornerstone informing all our brand proposition development work. The meaning of money 1. active learning Family Parent Child Manage Transact nimbl
  49. 49. @simon_norris Drivers for pocket money: • Emotive recollections by parents: • Happiness; • Maturity; • Reward.
 • Parents who received pocket money are 3x more likely 
 to give their children pocket money. • Extension of parental care whilst away from home. “I was able to ‘send’ him the money so I knew he’d get home safely.” Parent Under 1 in 3 parents give pocket money for ‘convenience’ reasons. Survey insight Feeling over function 2.
  50. 50. @simon_norris • The Why (feeling) proceeds The What (function); • To capture emotion and reflect parental desires for care into the brand proposition; • Create an enduring legacy to drive 
 future brand evolution; “Today’s financially confident children 
 will become tomorrow’s financially confident adults. It’s nimbl, 
 not banking.” nimbl brand philosophy Feeling over function Creating a sense of legacy 2.
  51. 51. @simon_norris • Feeling independence & acting responsibly - freedom; • Responsibility is ‘given’ or ‘earned’; • The ‘felt’ confidence is two-way - parent & child; “He kept taking it out of his wallet to show his friends.” Parent, 1-2-1 interviews Responsibility 3.
  52. 52. @simon_norris A daisy-chained ‘on-boarding’ experience Why we chose to celebrate symbolic importance 4. 2-3 hrs Parent orders
 card online Step 1 Order confirmation received Step 2 Card arrives in post Step 3 How you getting on? Follow up emails Step 4 1-2 wks 2+ wks Get parents & children thinking about the card arrival and initial usage Usage tracking Little notifications along way to support on boarding Countdown comms Getting ready and building anticipation
  53. 53. @simon_norris A brand is not just a logo, a website or your business cards... it's an experience Anon
  54. 54. Thank you @simon_norris
  55. 55. London | Bristol | Amsterdam @simon_norris @we_are_nomensa

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