Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

STRATEGIC UX
Rapid experience strategy techniques to help businesses succeed

@ultraman
me@eewei.com

Design deﬁnes my life

Eewei Chen / @ultraman / me@eewei.com / #UXUtSav

SKY+

EPG

ANYTIME

SKY GO
MOBILE WEB

Sky lets me do some cool stuff


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


1. WHY DO WE NEED A UX STRATEGY? 5. BUILD RIGHT THINGS
• Who will survive? • Plan
• Tactical is not good enough • Brand, Marketing & Advertising
• Good design deﬁnes history • The A-Team
• Use good design to improve business • Clarify the vision
• What is a UX Strategy? • Design principles
• Wireframes
2. UNCOVER PROBLEMS & OPPORTUNITIES • Design guidelines
• Story Map
• Problems • Build, measure and learn
• Opportunities
• Innovate 6. GET MORE TO DO MORE
• Gain respect • Build up enough momentum
• 10 commandments
3. DEFINE THE VALUE PROPOSITION
7. LEARN, MEASURE & IMPROVE
• Golden Circles
• Elevator pitch and Statement • Facilitate Change
• Value Map • Evangelise the strategy
• Business Model Canvas • Keep improving
• Don’t be afraid to get ﬁred
4. UNDERSTAND THE CUSTOMER EXPERIENCE • Don’t stop believing
• Interviews, focus groups, empathy maps and personas
• Customer Journey Map 8. Q&A
• Early usability testing


Why do we
need a UX
strategy?
“The best way to predict the
future is to create it.”
- Peter Drucker

5 Eewei Chen / @ultraman / me@eewei.com / #UXUtSav

These companies no longer exist

These companies, no one can live without

for now any way :-)

Who will survive?


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 ﬁx

short sighted old tech

Tactical is not good enough


1886 1903 1937 1943
Ford Model T Wright brothers 302 Biro
first car first flight first phone first non drip pen

1957 1975 1996 2007
Helvetica Xerox star Motorola Startac iPhone
First unobtrusive typeface First GUI first mobile phone First true ‘Smart’ phone
iPod, internet, phone

Good design defines history


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


What is a UX strategy?
“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

http://techcrunch.com/2012/06/11/apple-announces-ios-6-wwdc/

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


Uncover problems &
opportunities
“If I asked people what they wanted, they
would have said ‘Faster Horses’.”
- Henry Ford


Omniture, TeaLeaf, Radian 6, customer surveys, interviews

consistently low

Sky Voice of the Customer report March 2012

Problems
Customer insight


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http://trendwatching.com/trends/12trends2012/?pointknow

Opportunities
Match competitor analysis & trends to problems


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 ﬁnding info
Trend
Point & Know
use back screen to quickly Channel
ﬁle 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)


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!


Define the
value
proposition
“Efforts and courage are not enough
without purpose and direction.”
- John F. Kennedy


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Golden Circles


• Why? Write a sentence that describes your purpose.
• How? Match your purpose with design principles.
• 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


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
ﬁxed keyboard to give you 40% more
room to email and browse the internet

“Reinventing the phone”
7,),)8,+
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Elevator Pitch & Statement


• Focus on main customer behaviour & need
• Highlight an important beneﬁt
• 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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Value Map


Better or Different.

Funny!

Shocking !!!
Accepted

Not Funny.

• Conduct market research and competitor analysis (e.g. SWOT).
• Select 2 important features and map your brand against competitors.
• 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


• Match (relationship, channels) value proposition to customer needs
• Identify key people, activities and partners
• Balancing cost and ROI
http://www.businessmodelgeneration.com/canvas

Business model canvas
Tell your business model story one sticky note at a time


Understand
the customer
experience
“You’ve got to start with the
customer experience and work
backwards to the technology. ”
- Steve Jobs


How I start my day I need a ‘lift’ in the
sets the scene for mornings to ‘kick-
the rest it start’ 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 simpliﬁed)

• Street interviews and focus groups to get early insight
• Brainstorming using empathy maps
• Creating personas that add real value
Empathy maps: http://www.gogamestorm.com/?p=42

Interviews, groups, empathy maps and personas

Customer journey map
Sky.com customer journeys (high level)

Start

Trends
Monetise Consume

User needs / KPIs

Belong Find

Learn

Customer journey skeleton

Start
A mobile mood (Ease of finding info, Point & Know)
monitoring and I want to point my Smart phone at something and find 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 finding 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 fine tune my
people and brands who feel mood and emotions so I
the same way I do so I can can find content more
find interesting content and naturally asking for
help each other feel better feedback and giving manual
about content they can watch. control to users to define
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 influenced 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 *****

• Use customer needs from personas to outline a holistic, end to end journey.
• Note which interactions and trends impact user needs and KPIs most.
• Prepare to story map next

Customer journey map
Join the dots

• HTML prototype
• Recruit 200 online participants
• 3 remote RITE sessions over 1 week
• Instant results + quick analysis
• 10% of normal lab costs, good enough to build!

Early usability testing
Sky.com navigation example

• Sketch main screen layouts and interactions ﬁrst before prototype.
• Quickly test HTML prototype using guerilla and remote desktop research.
• Report results & recommendations fast.
• Leave time to implement changes.

Early usability testing
lo-ﬁ prototype & concepts

Build the
right things
“If I can’t picture it, I can’t understand it.”
- Albert Einstein


• Outline skills needed in the team (roles & responsibilities)
• Write and ‘estimate’ user stories
• Draft road map for budget approval
• Expect change based on user validation and velocity

Plan
Roles & responsibilities. Objectives. Cost


TV Mobile web

Billboards Direct marketing Other?

• Incorporate ALL marketing strategy plan and timings
• Let them know what you need too (web links to purchase, help etc)
• Apply a consistent tone of voice and brand messaging

Brand, marketing & advertising
Timing, joining the dots, brand tone


• Be very choosy. Ask for volunteers. Empower excellence!
• Get people to clarify and deﬁne roles and responsibilities.
• When to work in ‘pairs’ and co-locate if needed (Agile, Lean)

The A-Team
A performing cross functional team


Remember
technology!

• “Hopes and Fears” (success and failure)
• Risks, Assumptions, Issues and Dependencies. Answer unknowns!
• Features against spend, ROI, KPIs met

Clarify the vision
List, prioritise and challenge everything!


innovative = early adoption (new prospects)
useful = can’t 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 = ﬁts lifestyle (use all the time)
as little design as possible = uncluttered (speed)
606 Universal Shelving System, 1960, by Dieter Rams for Vitsœ

http://www.vitsoe.com/en/gb/about/dieterrams/gooddesign

Design principles
Practical matched to KPIs


• Page component layout
• User ﬂows
• Interaction models

Wireframes
Simple and testable (match to stories)


components

• Document lightly
• High level rules, design rational, ﬂows
• Page templates, components, css stylesheets and ux pattern library

Design guidelines
fonts, colours, coded layout


Story Map
Excel ok, Link to relevant design support assets


• Group user stories under epics (remember customer journeys?)
• Prioritise on KPI impact, cost and dependencies (MoSCoW).
• ‘Thin slice’ to ensure holistic joined up journey for Release 1

Story Map
Lean, Agile. Minimum Viable Beautiful Product


Tracking improvements to product selling pages

Split tests saw Wk4 joiners get all
changes all at once. Retention was best:
- simpliﬁed 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


• Keep it lean and prepare to fail fast
• Track data and split test (cohort analysis)
• Learn from the results to make improvements
• Keep doing this!

Build, measure, learn
Continuously!


How to get more
to do more
“There are three responses to a piece of
design– yes, no, and WOW! Wow is the
one to aim for.”
- Milton Glaser


Cool tech, clever partnerships

understand explore prototype Release*

Research Teach Build
Analyse Think Measure
Uncover Prioritise Learn

*Good enough prototype, roadmap, recommendations Awesome team

Build enough momentum
Get ready for Phase 2?


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


Learn, measure, & improve
“The unexamined life is not worth living.” - Socrates


• Get UX strategy in to business and delivery processes
• Be part of the RACI (rules of engagement)
• Set up a design authority

Facilitate the change


Design Authority - Headed up by Creative Director or Experience Director

• Best practice design expertise and advice
• Usability testing research
• Design quality assurance to ensure ﬁt for purpose

Responsibilities:

• Shared responsibility (all designers)
• Owns Information Architecture
• Maintain central resource (toolkit, UX pattern library, code, usability test reports etc.)
• Create framework of methods for teams to deliver UCD activities
• Be ‘good design’ evangelists and spread the word (create advocates)
• Creates criteria for acceptance for design requests

Facilitate the change
Create a design authority


• Give expert talks
• Facilitate creative workshops
• Mentor teams

Evangelise the strategy


Innovation

Innovation

Tactical
Projects Tactical projects

Optimisation and ﬁxes Optimisation and ﬁxes

*Innovation needs to be practical

Keep improving
Balance* of work for people and business


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 ‘dirty’ word any more!

Don’t be afraid to get ‘ﬁred’
Innovation subversives don’t all ﬁt


customer
customer
customer

customer
customer
customer
customer

• Start small ﬁres that make a difference in a big way. OK to fail.
• Persevere past early stage adoption till it becomes second nature.
• Pivot when it starts feeling out of date and make it more relevant.

Don’t stop believing


Testimonials*

“Ideas look great and are really well thought out. I love the way
Agile principles are referenced throughout. Powerful and
insightful.” - Jonathan Rassmussen, The Agile Samurai

“I can’t see why anybody wouldn’t ﬁnd all these ingredients
useful. Some real gems here.” - Julien Fourgeaud, New product
wizard, Rovio

“Eewei 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.” - Darius Kumana, Principal,
ThoughtWorks UK

http://pragprog.com/
25% discount code: PragProgEeweiChen101
Valid after August 3 2012

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Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

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