The document discusses strategic UX techniques to help businesses succeed. It covers several key areas:
1) Understanding customer needs through interviews, empathy maps, and personas to define problems and opportunities.
2) Developing a value proposition and business model to communicate how the product or service solves customer problems.
3) Mapping the customer experience through customer journeys and usability testing to ensure a seamless experience.
3. SKY+
EPG
ANYTIME
SKY GO
MOBILE WEB
Sky lets me do some cool stuff
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
4. Trends
Trends
customer customer
Trends Stakeholder customer
customer Trends
Stakeholder Stakeholder
Trends Trends
Trends Stakeholder
Stakeholder
customer Stakeholder
Stakeholder
customer customer
customer
Trends Stakeholder
Trends Trends
Trends Trends
I am a futurist
Attract what make sense, cut out the bull
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
5. 1. WHY DO WE NEED A UX STRATEGY? 5. BUILD RIGHT THINGS
ā¢ Who will survive? ā¢ Plan
ā¢ Tactical is not good enough ā¢ Brand, Marketing & Advertising
ā¢ Good design deļ¬nes history ā¢ The A-Team
ā¢ Use good design to improve business ā¢ Clarify the vision
ā¢ What is a UX Strategy? ā¢ Design principles
ā¢ Wireframes
2. UNCOVER PROBLEMS & OPPORTUNITIES ā¢ Design guidelines
ā¢ Story Map
ā¢ Problems ā¢ Build, measure and learn
ā¢ Opportunities
ā¢ Innovate 6. GET MORE TO DO MORE
ā¢ Gain respect ā¢ Build up enough momentum
ā¢ 10 commandments
3. DEFINE THE VALUE PROPOSITION
7. LEARN, MEASURE & IMPROVE
ā¢ Golden Circles
ā¢ Elevator pitch and Statement ā¢ Facilitate Change
ā¢ Value Map ā¢ Evangelise the strategy
ā¢ Business Model Canvas ā¢ Keep improving
ā¢ Donāt be afraid to get ļ¬red
4. UNDERSTAND THE CUSTOMER EXPERIENCE ā¢ Donāt stop believing
ā¢ Interviews, focus groups, empathy maps and personas
ā¢ Customer Journey Map 8. Q&A
ā¢ Early usability testing
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
6. Why do we
need a UX
strategy?
āThe best way to predict the
future is to create it.ā
- Peter Drucker
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7. These companies no longer exist
These companies, no one can live without
for now any way :-)
Who will survive?
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
8. too busy (tip: innovation is key to survival)
over analysis
not connected (too far)
Innovation
less risky process,
process,
political Tactical process
quick results comfortable
Optimise and ļ¬x
short sighted old tech
Tactical is not good enough
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
9. 1886 1903 1937 1943
Ford Model T Wright brothers 302 Biro
ļ¬rst car ļ¬rst ļ¬ight ļ¬rst phone ļ¬rst non drip pen
1957 1975 1996 2007
Helvetica Xerox star Motorola Startac iPhone
First unobtrusive typeface First GUI ļ¬rst mobile phone First true āSmartā phone
iPod, internet, phone
Good design deļ¬nes history
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
10. An index of design aware companies outperformed the FTSE All share by over
200% in both bull and bear markets over a 13 year period - Design Council
Use good design to improve business
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
11. What is a UX strategy?
āAn 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.ā
- Steve Batty, VP IxDA
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
http://techcrunch.com/2012/06/11/apple-announces-ios-6-wwdc/
12. Hopes, Fears, RAIDs
User behaviours Value map
(incl. Competitors)
and needs
Business purpose and needs
join a bunch of activities to
create great stuff to
survive* Interactions and journeys
Validate
Prioritise Business model Elevator pitch
Build team
Experience design 101 - my workshop plug :-)
*improve or differentiate against
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
13. Uncover problems &
opportunities
āIf I asked people what they wanted, they
would have said āFaster Horsesā.ā
- Henry Ford
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14. Omniture, TeaLeaf, Radian 6, customer surveys, interviews
consistently low
Sky Voice of the Customer report March 2012
Problems
Customer insight
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16. Multiply: make
casing that are Edible casing Lower social tariff: Subtract the
SMS, twitter, facebook
recyclable only earpiece
Environment friendly
biodegradable casing Haptic alerts to
indicate levels of
Problem interest or danger
Ease of ļ¬nding info
Trend
Point & Know
use back screen to quickly Channel
ļ¬le or sort items Smart phone
Project who you are
and what you know to
others
Divide the Flip the phone over
to view in-depth
screen to the information Project presentations
Add projection
and movies
back to the camera
http://www.innovationinpractice.com
Innovate
Subtract, multiply, divide and add (unify)
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17. Founder
Futurist
CXO Business owner (brakes)
Strategy / Planning
Marketing (accelerator)
Producer Customer insight Director of design
UX Design
Creative Director Graphic Design
Development
Operations UX Lead
Design team lead Sales
Customer Service
Customer Training
Strategy consultant
Nerd
Brand
HR New business guy
Designer Finance
Gain respect
Understand, do a good job, evangelise... all the time!
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18. Define the
value
proposition
āEfforts and courage are not enough
without purpose and direction.ā
- John F. Kennedy
15 Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
20. ā¢ Why? Write a sentence that describes your purpose.
ā¢ How? Match your purpose with design principles.
ā¢ What? Sell them products and services they will fall in love with.
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
Golden Circles
Create a purpose. Think from the inside out
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21. For people who need information on
the move, the Apple iPhone is a
SmartPhone that lets you access your
email and internet , unlike the Palm
Treo , the Apple iPhone removes the
ļ¬xed keyboard to give you 40% more
room to email and browse the internet
āReinventing the phoneā
7,),)8,+
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Elevator Pitch & Statement
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22. ā¢ Focus on main customer behaviour & need
ā¢ Highlight an important beneļ¬t
ā¢ Describe how you are different or better than a main competitor (USP)
Elevator Pitch & Statement
Sum it up and make it memorable
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24. Better or Different.
Funny!
Shocking !!!
Accepted
Not Funny.
ā¢ Conduct market research and competitor analysis (e.g. SWOT).
ā¢ Select 2 important features and map your brand against competitors.
ā¢ Decide to improve or differentiate.
http://www.slideshare.net/dmc500hats/how-to-pitch-a-vc-or-angel
Value Map
Show them how to gain competitive advantage and win
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26. ā¢ Match (relationship, channels) value proposition to customer needs
ā¢ Identify key people, activities and partners
ā¢ Balancing cost and ROI
http://www.businessmodelgeneration.com/canvas
Business model canvas
Tell your business model story one sticky note at a time
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
27. Understand
the customer
experience
āYouāve got to start with the
customer experience and work
backwards to the technology. ā
- Steve Jobs
25 Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
28. How I start my day I need a āliftā in the
sets the scene for mornings to ākick-
the rest it startā my day
I feel a haptic I want to see content
vibration from my that matches what I
smart phone need (mood)
I feel much happier I want to click on
after watching these videos and watch
videos them all in one go
Fear about 24/7 Increase happiness
monitoring More trust
Guessing what I feel OK sharing it socially
Empathy map
(very simpliļ¬ed)
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
29. ā¢ Street interviews and focus groups to get early insight
ā¢ Brainstorming using empathy maps
ā¢ Creating personas that add real value
Empathy maps: http://www.gogamestorm.com/?p=42
Interviews, groups, empathy maps and personas
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
32. Start
A mobile mood (Ease of finding info, Point & Know)
monitoring and I want to point my Smart phone at something and ļ¬nd out if it
content discovery Flawsome is interesting or not to me.
service
Point & Know
Monetise Consume
(More for less, Flawseome) (Ease of finding info, Seocnd
I only want to pay for the Screen)
things I watch so I can save I want relevant content played
money and know I only pay for back to me on any device,
what I use .
Ease of ļ¬nding based on my mood so that I
can feel better and have my
Relevance
desires met and be better
informed.
more for less Empathy
Control Second screen
Belong (Empathy, Idle More for less Find
Sourcing) (Control, Relevance)
I want to connect with I want to ļ¬ne tune my
people and brands who feel mood and emotions so I
the same way I do so I can can ļ¬nd content more
ļ¬nd interesting content and naturally asking for
help each other feel better feedback and giving manual
about content they can watch. control to users to deļ¬ne
mood for planning purposes
(hot date, family occasion)
Social Idle sourcing
Ease of Finding *****
Relevance ***** Learn (Relevance)
I want to be able to monitor my moods so I can see what has inļ¬uenced my
Empathy ***** emotional well being over time. I want to be able to teach the TV through my
Control *** reactions and be taught by TV how to better my emotional health.
More for less *****
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
33. ā¢ Use customer needs from personas to outline a holistic, end to end journey.
ā¢ Note which interactions and trends impact user needs and KPIs most.
ā¢ Prepare to story map next
Empathy maps: http://www.gogamestorm.com/?p=42
Customer journey map
Join the dots
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
34. ā¢ HTML prototype
ā¢ Recruit 200 online participants
ā¢ 3 remote RITE sessions over 1 week
ā¢ Instant results + quick analysis
ā¢ 10% of normal lab costs, good enough to build!
Early usability testing
Sky.com navigation example
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35. ā¢ Sketch main screen layouts and interactions ļ¬rst before prototype.
ā¢ Quickly test HTML prototype using guerilla and remote desktop research.
ā¢ Report results & recommendations fast.
ā¢ Leave time to implement changes.
Early usability testing
lo-ļ¬ prototype & concepts
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36. Build the
right things
āIf I canāt picture it, I canāt understand it.ā
- Albert Einstein
35 Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
37. ā¢ Outline skills needed in the team (roles & responsibilities)
ā¢ Write and āestimateā user stories
ā¢ Draft road map for budget approval
ā¢ Expect change based on user validation and velocity
Plan
Roles & responsibilities. Objectives. Cost
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
38. TV Mobile web
Billboards Direct marketing Other?
ā¢ Incorporate ALL marketing strategy plan and timings
ā¢ Let them know what you need too (web links to purchase, help etc)
ā¢ Apply a consistent tone of voice and brand messaging
Empathy maps: http://www.gogamestorm.com/?p=42
Brand, marketing & advertising
Timing, joining the dots, brand tone
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39. ā¢ Be very choosy. Ask for volunteers. Empower excellence!
ā¢ Get people to clarify and deļ¬ne roles and responsibilities.
ā¢ When to work in āpairsā and co-locate if needed (Agile, Lean)
The A-Team
A performing cross functional team
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40. Remember
technology!
ā¢ āHopes and Fearsā (success and failure)
ā¢ Risks, Assumptions, Issues and Dependencies. Answer unknowns!
ā¢ Features against spend, ROI, KPIs met
Empathy maps: http://www.gogamestorm.com/?p=42
Clarify the vision
List, prioritise and challenge everything!
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
41. innovative = early adoption (new prospects)
useful = canāt live without it (stickiness)
aesthetic = love it (customer satisfaction)
understandable = easy to use (complaints)
unobtrusive = expressive (personalisation)
honest = trust (cross sell)
long lasting = timeless (less updating)
thorough = all they need (pref. over competitor)
environmentally friendly = ļ¬ts lifestyle (use all the time)
as little design as possible = uncluttered (speed)
606 Universal Shelving System, 1960, by Dieter Rams for VitsÅ
http://www.vitsoe.com/en/gb/about/dieterrams/gooddesign
Design principles
Practical matched to KPIs
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42. ā¢ Page component layout
ā¢ User ļ¬ows
ā¢ Interaction models
Wireframes
Simple and testable (match to stories)
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44. Story Map
Excel ok, Link to relevant design support assets
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45. ā¢ Group user stories under epics (remember customer journeys?)
ā¢ Prioritise on KPI impact, cost and dependencies (MoSCoW).
ā¢ āThin sliceā to ensure holistic joined up journey for Release 1
Story Map
Lean, Agile. Minimum Viable Beautiful Product
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46. Tracking improvements to product selling pages
Split tests saw Wk4 joiners get all
changes all at once. Retention was best:
- simpliļ¬ed search box
- sign in moved to front of experience
- 3 products instead of nine
- introduction of Live Chat
http://www.amazon.co.uk/The-Lean-Startup-Eric-Ries/dp/
Build, measure, learn
Split test and Cohort analysis
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
47. ā¢ Keep it lean and prepare to fail fast
ā¢ Track data and split test (cohort analysis)
ā¢ Learn from the results to make improvements
ā¢ Keep doing this!
Build, measure, learn
Continuously!
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
48. How to get more
to do more
āThere are three responses to a piece of
designā yes, no, and WOW! Wow is the
one to aim for.ā
- Milton Glaser
45 Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
50. Tactical
1. Elevator pitch 6. Technology
2. The problem 7. The competition
3. The opportunity 8. Marketing plan
4. Your solution (R1/demo) 9. The team
5. Business model 10. Next Money / Milestones
The 10 commandments
Thank you Dave McClure @500startups
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
51. Learn, measure, & improve
āThe unexamined life is not worth living.ā - Socrates
50 Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
52. ā¢ Get UX strategy in to business and delivery processes
ā¢ Be part of the RACI (rules of engagement)
ā¢ Set up a design authority
Facilitate the change
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
53. Design Authority - Headed up by Creative Director or Experience Director
ā¢ Best practice design expertise and advice
ā¢ Usability testing research
ā¢ Design quality assurance to ensure ļ¬t for purpose
Responsibilities:
ā¢ Shared responsibility (all designers)
ā¢ Owns Information Architecture
ā¢ Maintain central resource (toolkit, UX pattern library, code, usability test reports etc.)
ā¢ Create framework of methods for teams to deliver UCD activities
ā¢ Be āgood designā evangelists and spread the word (create advocates)
ā¢ Creates criteria for acceptance for design requests
Facilitate the change
Create a design authority
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
54. ā¢ Give expert talks
ā¢ Facilitate creative workshops
ā¢ Mentor teams
Evangelise the strategy
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
55. Innovation
Innovation
Tactical
Projects Tactical projects
Optimisation and ļ¬xes Optimisation and ļ¬xes
*Innovation needs to be practical
Keep improving
Balance* of work for people and business
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
56. The Association for Managers of Innovation
studied why corporate innovation champions
struggle to survive.! The study looked at what
actions and behaviours put these managers at
risk in their efforts to evangelise.! Of the 15
innovation champions in the study, 10 left their
organisations and became consultants, 4 joined
smaller or start-up companies, and 1 retired.
None returned to a Fortune 500 company.!
Most of the consultants* have as their clients
Fortune 500 companies and, in some cases,
their former employers.
*consultant is not a ādirtyā word any more!
Donāt be afraid to get āļ¬redā
Innovation subversives donāt all ļ¬t
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
57. customer
customer
customer
customer
customer
customer
customer
ā¢ Start small ļ¬res that make a difference in a big way. OK to fail.
ā¢ Persevere past early stage adoption till it becomes second nature.
ā¢ Pivot when it starts feeling out of date and make it more relevant.
Donāt stop believing
Eewei Chen / @ultraman / me@eewei.com / #UXUtSav
58. Testimonials*
āIdeas look great and are really well thought out. I love the way
Agile principles are referenced throughout. Powerful and
insightful.ā - Jonathan Rassmussen, The Agile Samurai
āI canāt see why anybody wouldnāt ļ¬nd all these ingredients
useful. Some real gems here.ā - Julien Fourgeaud, New product
wizard, Rovio
āEewei is always scribbling ideas on what ever he can get his
hands on including napkins, beer mats and even his hand! It is
about time these concepts saw the light of day. Awesome,
awesome, awesome.ā - Darius Kumana, Principal,
ThoughtWorks UK
http://pragprog.com/
25% discount code: PragProgEeweiChen101
Valid after August 3 2012
Thanks
50 Eewei Chen / @ultraman / me@eewei.com / #UXUtSav