10 Strategic UX Techniques

transcript

Eewei@HaaYaa.com @ultraman #UX #Lean #LeanStartup @KingstonUni

by Eewei Chen

I have been designing a long time

16 years

Working with large organisations!

ANYTIME

SKY GO

MOBILE WEB

1. Predict the future

2. Influence

3. Balance innovation

4. Join the dots

5. Define success

6. Understand customers

7. Test your MVP

8. Measure success

9. Simplify the business model

10. Sustain success

What you will learn today

“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

What is Strategic UX?

Business purpose and needs

Hopes, Fears, RAIDs(incl. Competitors)

User behaviours and needs

Value map

Prioritise Build team Business model Elevator pitch

Interactions and journeys

Validate

Activities needed to deliver interactions that define a product or service in a unique & memorable way*

* Adapted from Steve Batty’s (VP IXDA) definition of an Experience strategy

Predict the future

“The best way to predict the future is to create it.” - Peter Drucker, management guru

no longer exist

no one can live without

Survival of the fittest

Why predict the future?

1903Wright brothers

First flight

1886Ford Model T

First car

1937302

First phone

1943Biro

First non drip pen

1975Xerox starFirst GUI

1996Motorola Startac

First mobile phone

2007iPhone

First ‘Smart’ phone

2013Your product?

First...

Retention, Market share, brand strength?

See what is trending

customer

customercustomer

customer

Stakeholder StakeholderStakeholder

Stakeholder

Trends

TrendsTrends

Trends

customer

Web Mobile

cinema

commute

naturehome

shopping

holiday

exercise

family

friends

dining

hobbies

school

Second screen?

Live event Data analysis?

Create a framework

Influence

Connect with everyone

Business ownerStrategy / Planning

MarketingCustomer insight

UX DesignGraphic Design DevelopmentOperations

Sales Customer ServiceCustomer Training

BrandHR

Finance

Founder

Director of design

Design team lead

Futurist

UX Lead

Creative Director

Strategy consultant

Designer New business guy

Producer

Teacher

Mentor

Manager

Why is shared understanding important?5

Sticky whispers

e.g. “The only way is up”

Create a shared understanding

Thanks Jeff Patton!

Define the vision

• “Hopes and Fears”

• ROI, Impact & KPIs

• RAID

• Technology

• Opportunities

• Analysis

• Marketing plan and timings

• Tone of voice and brand messaging

• Shared awareness of needs

Viv, Head of Marketing,

my mate :-)

Create UX champions

Roles & Responsibilities

Design the process

Balance innovation

Innovation is the development of new customer value through solutions that meet new or old customer and market needs in new ways.

- Wikipedia

What is Innovation?

Optimise and fix

Tactical

Innovation

political

process, process,

process

old tech

over analysis

less risky

not connected

comfortable

short sighted

too busy

quick results

unproven risk

Find the right balance

safety in what is known

no time to improve

INNOVATION

NON-APPLICABILITY

Future tech

Tactical

Emerging product

not innovative enough

Not applicable

awesome innovation*

Good enough

* push and join the dots

More applicable innovation

Time box it

IMPACTpotential maximum impact

what if... 60% of TIME gives you 95% of IMPACT.

Good enough?

Join the dots

Identify problems

RelevanceEase of useFind-a-bilityaccessibility

Monetise

Consume

Belong

mobile payments

idle sourcing

social media

Point, know & buy

second screen

mobile advertising

Mood monitoring

Outline the customer experience

http://staging.skycreative.tv/jh/nav/index.htmlhttp://staging.skycreative.tv/jh/nav/indexx.htmlhttp://staging.skycreative.tv/jh/nav/indexxx.html

Relevance

Ease of use

Find-a-bility

Solve it

Define success

“Start with the end in mind.” - Anonymous

What is success?

Manufacturing

= Production of high quality goods

= Working software

Lean Startup

= Validated learning

Lean UX

= Outcomes & Impact

How do you define success?

Output - EASYSoftware we build. The materials we produce.

Outcome - NOT TOO HARD

The immediate change due to delivering output.

Impact - VERY HARD

The larger change we see over time

OutputA new sign in page

OutcomeUsers sign in at a higher success rate

Impactlarger basket value per purchase

How do you define success?

Assumptions define success

We believe by Output, we will Outcome* leading to Impact

* Qualitative and or Quantatative

Express Suggest Watch

interests

movie database

mobile ads

sentiment analysis

Affiliate deals

Emotivu

“We believe by letting users link their social IDs we will improve the accuracy of movie recommendations leading to increased content viewing & purchasing.”

Facebook posts

profileTweetssecond screen

movies

subscribe

YouTube

Understand customers

Lightweight personas

pretty

Statistical

Unique

insight

Specific

Create a time management app!

I am always running errands, managing the kids, keeping things running...

No Time

What are Mary’s problems? (shout out)5

Writing assumtions

We believe by Output, we will Outcome*

leading to Impact

We believe by synching with users calendars,

we will reduce the number of clashing events

leading to increased productivity

Problem: No Time

* Qualitative and or Quantatative

Eewei@HaaYaa.com @ultraman #UX #Lean #LeanStartup @KingstonUni5

Write an assumption

Sketch your assumptions(6 UP)

Test your MVP

What is an MVP?

http://www.youtube.com/watch?v=b240PGCMwV0

Fenyman, the grandfather of Lean Startup?

MVPs help measure success

• Guess

• Consequences

• Experiment

• Assume

• Output, Outcome, Impact

• MVP

Validated learning!

Fenyman Riesvs

• Validate biggest assumptions first

• ‘Thin slice’ a holistic journey

• Continuously add and pull new features (Kanban)

• Build, Measure, Learn

Do it in small batches

• “In the wild”

• Real-time

• Fast, furious & fun

• Insightful

Get out of the “building”

https://www.youtube.com/watch?v=szr0ezLyQHY

• Pivot or persevere

• Guerilla usability

• Developers, designers, customers

• Lean, Agile, MVP

Measure success

Difficulty of Implementation

Quick wins Differentiator

Building blocks

Bin it

Drive out assumptions

ASSUMPTION

Value map assumptions

HIGH IMPACT

LOW IMPACT

DIFFICULT

Quick Differentiator

Building blocks Bin it

Having the latest movies before Netflix & LoveFilm...

De-risk assumptions

HIGH RISK

LOW RISK

UNKNOWN

Having the latest movies before Netflix & LoveFilm...

Innovation accounting, Cohort analysis

Split tests saw Wk4 joiners get all

changes all at once. Retention was best:

- simplified search box

- sign in at start of experience

- 3 products vs 9

- introduction of Live Chat

No vanit

y metric

please!

Value map assumptions

Simplify the business model

What: We make great computers, phones, tablets and TVs

How: They are well designed and simple to use

Want to buy one?

Why: We constantly challenge the status quo to make your world a better place

How: Everything we create is beautifully designed, simple to use & useful to you

What: We just happen to make great computers, phones, tablets and tvs

Would you like one?http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

Golden C

ircles

Start with the “Why”

For people who need

information on the move , the

Apple iPhone is a SmartPhone

that lets you access email and

internet , unlike the Palm

Treo , the Apple iPhone

removes the fixed keyboard

giving you 40% more room to

email and browse the internet

“Reinventing the phone”+ Tag line

Sum up your business in one sentence

Business model canvas

Task delegation

Co-creation

Mary the busy mom

NEEDS & GOALS123456

Mobile

Pay for movie previews (+$)

SEM and SEO

Marketing

Movie studios and production companies

SEM keyword purchasing (-$)

Calendar integration

• Acquisition: arrival from channels• Activation: enjoy the initial visit• Retention: re-visit• Referral: tell others• Revenue: pay for services

http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version

DaveMcClure

Pirate metrics AARRR!

Write an elevator pitch

Sustain success

Optimisation and fixes

Tactical Projects

Innovation

Optimisation and fixes

Tactical projects

Innovation

*Innovation needs to be practical

Oil the machine

Awesome team

Cool tech + clever partnerships

BuildMeasureLearn

Release

Choose the right tech, partnerships, team

BuildMeasureLearn

ReleaseRelease

BuildMeasureLearn

Good design is:

Innovative = early adoption & new prospectsUseful = increased repeat visitsAesthetic = improved customer satisfaction (NPS)Understandable = reduced complaintsUnobtrusive = reduced task completion timeHonest = social media kudosLong lasting = less release cyclesThorough = preferred over competitorEnvironmentally friendly = accessibilityAs little design as possible = fewer clicks to content

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

Map principles to success metrics

• Document lightly (fonts, colours)

• High level rules, design rational, flows

• Page templates, components, css

stylesheets and ux pattern library

Wireframes & Guidelines

• Page component layout

• User flows

• Interaction models

• Give expert talks

• Facilitate creative workshops

• Mentor teams

Live and breathe it

Of 15 innovation champions*, 10 left their organisations to become consultants, 4 joined smaller or startup companies, and 1 retired.

ZERO returned to a Fortune 500 company. Most have Fortune 500 companies and their former organisations as clients.

*consultant is not a ‘dirty’ word any more!

Be an inno

vation

subversive!

* The Association for Managers of Innovation studied why corporate innovation champions struggle to survive.

It’s ok to get fired (I did... kinda)

• Start small fires. Fail fast & often.

• Pivot based on customer validation.

• Persevere past early stage adoption. Build momentum.

Don’t stop believing

Bin Tactical Awesome

IdeaIdea

1. Influence people

2. Predict the future

3. Balance innovation

4. Join the dots

5. Define success

6. Understand customers

7. Test your MVP

8. Measure success

9. Simplify the business model

10. Sustain success

What you learned today

Alex Osterwalderwww.businessmodelgeneration.com

Eric Rieswww.startuplessonslearned.com

Dave Grayhttp://www.davegrayinfo.com

Eewei Chenhttp://designrecip.es

Thank you. Questions?

Jeff Gothelfhttp://tinyurl.com/d72chdl

Jonathan Rasmussonhttp://tinyurl.com/btdxl9j