Post on 24-Jan-2017
transcript
CHRIS CLEGG DIGITAL SERVICE EXPERIENCE DESIGNER & DIRECTOR
www.chrisclegg.co.uk
ABOUT 20 YEARS CREATING EXPERIENCES FOR PEOPLE, ENABLED BY TECHNOLOGY
EXPERIENCE
Prospect Moving Brands Poke Plugg Ltd Oyster (Digitas LBi)
User Experience Director2014 to Present day
Design Director2006 – 2013
(10 years)
Art Director2005 to 2006
(1 year)
Art Director2004
(6 months)
Founder / Director2003 to 2004
(1.5 years)
Senior Designer1997 to 2003
(6 years)
CAPABILITIES
Research & mappingstakeholder interviews
shadowing & observationcustomer journeys
proposition scenariosvision story
roadmap...
Interface design user interviews & testinguse casespersonascard sortingtemplate map & user flowssitemap & wireframesconcept iterationprototypeuser testingguidelines...
Directingmentoring, supporting, guiding, QA
...
DOIN
G
THIN
KIN
G
ENGAGING
touch-point UX, IA & designse
rvic
e &
expe
rienc
e design
team, project & client management
/ Overseeing all deliverables for creative, research, interaction design
/ Maintaining quality and helping mentor the design team/ Hiring, mentoring, supervising and guiding creative team members
/ Leading new business activities and extend existing client relationships/ Supporting project management with planning
/ Delivering best in class project deliverables on time and on budget/ Enhancing, improving, and expanding methodologies and service offerings
/ Supporting the development of the studio’s culture and quality standards
ROLE RESPONSIBILITIES
CLIENTS
APPROACH UNEARTHING THE NEEDS OF THE BUSINESS, TECHNOLOGY AND PEOPLE THAT MAKE UP THE SERVICE ECO-SYSTEM
Looking at a service in its totality. The people using it. The technology supporting it. The business delivering it.
interactions
stuff
brand
viable? business
USP
feasible?
techIP
desirable?
peopleUX
service
Understanding the business processes from it’s services and operations, to products and marketing.Gathering business requirements. project objectives and setting KPIs and metrics.
Interviewing stakeholders and mapping the current business model.
businessmarketing services
product
Operations
Understanding how customers interact with the service. Finding the opportunities for improvement. Experiencing the service as a customer. Shadowing those using and delivering the service.
Mapping the current user journey and defining the future user experience opportunities.
user
decide
attract
support use
retain
Understanding who will be using the service and who will be delivering the service. Interviewing all user groups and creating personas. User-testing the touch-points to identify pain-points.
servicestaff
customer
agent supplier
editor
Understanding when they use the service, how much time they have, their goals and motivations, location and environment, state of mind and behaviours.
Defining user cases and key journeys.
Identifying the user needs and the channels, touchpoints and journeys they will take to meet those needs.Creating experience journey maps, concept modelling, prototyping and testing.
Defining the interactions delivered across all touchpoints to make the service coherent.
attract decide use support retain
Developing a system that can responsively deliver appropriate content through any channel that meet the users objectives.
Architect and test. Design and test. Launch, learn and iterate.
Supporting a channel shift to digital to automate services and move businesses from being in-active to being pro-active.
Your binis too full for
collectionWhy has my bin not been emptied? #£@!
I will get back to you when I know more from
the collection agentDelays on
route
Your binwill be
emptiedby 3pm
Track truck
PROCESS CO-CREATING THE DIGITAL SERVICE EXPERIENCES THAT DELIGHT CUSTOMERS AND EMPOWER ORGANISATIONS
PROJECT FLOW
requirements
Discover
hypothesis prototype MVP solutionbrief
research ideation
Deliver
deploy &monitor
design &prototype
Define Develop
test &iterate
DISCOVER
requirements &desk research
synthesise& present
workshop& iterate
present& validate
present& validate
workshop& synthesise
interview, test& observe
map currentjourneys
& personasroadmap
& blueprint
ideate futurejourneys
& touchpoints
propositionscenarios
& vision story
Requirements gathering
Running workshops, interviews and desk research to understand the the nature and scope of the client engagement.
• Business objectives • Success criteria, KPIs and metrics • Stakeholder interviews • Service experience / Technology audit • Competitive analysis • Trend & best practice analysis • Business process map
ETHNOGRAPHIC & QUALITATIVE RESEARCHUnderstanding the needs of the business and customers alike by getting under the skin of their issues, desires and expectations.
Service safari
Experiencing how similar services feel as a customer to develop a first hand understanding of the service landscape and document best practice.
Results synthesis
Shadowing
Witnessing the driving forces, procedure, important moments and limitations from the users interactions with the service or product.
In-depth interviews
In-depth conversations with users of the service to gain insight into their lives and experiences. Uncovering their attitudes, conditions, moments and contexts of it's use and it’s strengths and weaknesses.
• Define structure of questions • Conduct and record interviews • Synthesis results • Present findings
Results synthesis
MAPPING
Documenting all research in easily digestible deliverables that help to shape the decision making of the project teams.
Personas
Identifying and documenting existing and potential user groups to understand their needs, objectives, motivations and behaviours.
Empathy maps
Customer lifecycle
Understanding the context in which the service is used including entry and exit points and what brings then to the service in the first instance.
Engagement map
Customer experience maps
Visually describing the journey of a user by representing the different touchpoints that characterise their interaction with the service.
Proposition scenarios
Illustrating the opportunities and innovations to imagine the future service combining technologies, interactions and outcomes from the customer and staff perspectives.
IDEATION
Co-creating solutions and unearthing opportunities that deliver digital solutions aligned with the business goals – tested and re-tested to ensure value and make sure they are operationally viable.
Ideation map
Workshop to map the opportunities and innovations of the future service vision.
Opportunity map
Identifying the pain points and success points across the service to unearth and document opportunities.
Operational roadmap
Documenting how the service will be implemented and the order of execution to ensure a successful roll-out.
Vision story
DEFINE
brief card sortingworkshop
prototype synthesise &prioritisationworkshop
workshop& iterate
use cases& concept map
low fidelitywireframes & user flows
workshop
paperprototyping
high fidelitywireframes& sitemap
test
INFORMATION ARCHITECTURE
Defining the principles that will make the digital channel work the most efficiently, through co-creation workshops and paper-prototyping exercises to developing low and hi fidelity wireframes.
Card sorting
Paper prototyping
Sitemap
Concept map / template flow
User flows & low fidelity wire-framing
High fidelity wireframes
Rapid prototyping
TESTING
Managing the testing process from start to finish. From writing the recruitment spec, testing scripts, conducting testing whether lab based or virtual, to synthesising and conducting prioritisation workshops.
Lab testing
Virtual testing
Results synthesis
DEVELOP
brief present& validate
QA drinks!synthesise &prioritisation workshop
benchmark& competitive
analysistest
present& iterate
interfacedesigns
CSS &interaction
guides
deploy& monitor
USER INTERFACE DESIGN
Developing the user interface design, applying best practices for multi screen compatibility and creating designs that delight users and meet the needs of the sales, brand and marketing teams alike.
Mood-boards
Responsive user interface design
DELIVER
Providing documentation to the development and channel management teams.
CSS guides & interaction principle guides
TESCO F&F
Omni-channel retail innovation
Tesco wanted to keep its F&F fashion brand at the forefront of consumers’ minds and secure competitive advantage by defining the future of retail with the goal to increase sales across multiple channels and boost brand perception.
/ Negative perception of affordable fashion
/ Unify disparate technology trials/ Improve customer service delivery
/ Boost staff time, productivity and streamline day-to-day tasks/ Increase customer engagement
/ Increase basket value, foot fall and reduce basket abandonment/ Grow online sales
/ Validate digital transformation business case/ Access staff and customer appetite for technology adoption
BUSINESS CHALLENGES AND OPPORTUNITIES
SynthesisService Safari
Contextual interviews & shadowing
Current journey mappingCustomer & staff segmentation & Personas
/ Increase value of wardrobe
/ Support with fashion and style advice/ Ability to build a fashion profile to receive style tips that can share with peers
/ A personalised service / Ability to self-serve
/ Access to discounts and rewards/ Staff to become better customer service operatives and merchandisers
USER ISSUES, WANTS AND NEEDS
/ Identified the route to an omni-channel eco-system that would integrate
the online and in-store experience/ Identified staff training and task management opportunities
/ Unified all current technology and integrated future touch-points/ Co-created a roadmap for delivery
UX SOLUTIONS
ScenariosTechnology mapping
Service story animations for socialising ideas amongst the business stakeholders
RoadmapIdeation workshop
Store visualisations
BMI AIRLINES
End-to-end customer experience
BMI needed to create a comprehensive customer experience built around the airline’s new positioning and service offer. The goals were clear and ambitious: increase market share, dramatically increase conversions and provide a seamless and integrated end-to-end customer experience.
/ Manage a new brand identity, positioning and service offer rollout
/ Increase market share/ Increase online sales conversions
/ Provide a seamless and integrated end-to-end customer experience/ Fix a floored online booking engine to reduce drop out rates
/ Move practices to a customer-centred approach/ Catch up with fast moving industry standards and digital channel practices
/ Increase SEO and rankings/ Prove ROI
BUSINESS CHALLENGES AND OPPORTUNITIES
Customer shadowing
PersonasJourney mapping workshop with customers
Customer interviews
Audience mapping
USER ISSUES, WANTS AND NEEDS
/ Understanding of the service offer and perceived service value
/ Make booking easier/ Make the travel experience easier and more accessible
/ Travel support post the transaction stage/ Ability to find the right information at the point of need
UX SOLUTIONS
/ Increased awareness of the difference ticket price propositions
/ Reduced online booking steps from seven to five/ A flexible and customisable booking process to add bolt-on ancillary products to a basic seat ticket
to allow customers to tailor make their travel experience and manage spend/ Visibility of the business service offer through video stories
/ Put managing bookings and travel requirements in the hands of the passenger / Sharper content, messaging and functionality
/ Guides and maps to help passengers understand the full breadth of bmi’s well-connected destinations network
/ Quicker transit through the airport with app or kiosk check-in/ Access to all information on any channel the met the needs for the passenger
Rapid prototyping
Lab testing
Information architecture
Lab testingInformation architecture
NOKIA SIEMENS NETWORKS
Unifying two network giants
Network giants Nokia and Siemens were completing a merger and needed to launch a new brand and unified online presence that would position Nokia Siemens Networks as a legitimate contender for the top spot in the sector.
/ Manage a seamless merger between 2 industry giants: Nokia Networks and Siemens
/ Unify 2 different work forces, respective customer bases and cultures/ Limit disruption and brand position in the market and retain customer trust
/ All digital touch-points updating to reflect the new brand and service proposition/ Inform analysts and shareholders of the ambition
/ Platform integration
BUSINESS CHALLENGES AND OPPORTUNITIES
Competitor analysisPersonas Wireframes & testingRoadmap
Opportunity mapDigital strategy Paper prototypingCo-creation workshop
USER ISSUES, WANTS AND NEEDS
/ Quick understanding of the proposition
/ Adequate guidance in the roll out of new assets and marketing activities/ Timely information to keep abreast of proceedings
/ A feeling of inclusion and reassurance of opportunities and benefits
UX SOLUTIONS
/ An internet to showcase for the new company’s thought leadership
/ Animations to simplify explanations of the solutioneering that the new company would provide/ An intranet hub for internal communications, knowledge sharing and collaboration
/ Productivity tools – from personal workspaces to a social phonebook/ Access to clear, real time business information
/ An extranet that provides a platform for effective client management/ A Customer Care productivity tool to support customised levels of client service delivery
/ Tools to support ticketing issues as well as product orders and tracking/ An online brand centre to deliver the tools needed to create all cross platform communications
/ Collaboration tools and project spaces to quickly facilitate approvals
NOKIA
Simplified business intelligence
To innovative and stay relevant, Nokia needs its analysts and product designers to be able to freely source, analyse and share competitive intelligence. They wanted to reimagine their business intelligence platform which was overly complex and difficult to use – undermining operational effectiveness and adding unnecessary costs.
/ Stay up-to-date with competitor activity
/ Source, analyse and share intelligence/ Redevelop and unintuitive legacy platform
/ Increase operational effectiveness/ Reduce costs
BUSINESS CHALLENGES AND OPPORTUNITIES
Nokia DCIP portal +44 (0) 20 7490 1196www.prospect.euCONFIDENTIAL 6
Graphs
benchmarking
competitorspersonas
IA workshop
research
Information architecture
USER ISSUES, WANTS AND NEEDS
/ Respond to market threats and opportunities more effectively
/ Compare product key features and details/ Share findings easily
/ Build reports quickly/ Feel confident they are up-to-date with latest competitor activity
/ Translate data into action insights/ Be accountable
UX SOLUTIONS
/ A user-friendly interface that enabled filtering and comparison
/ Visualisation of highly complex data to aid analysis/ Ability to create customised reports
/ Removed the need for system training/ Introduced new data feeds and visualisation of market data
/ Rank products based on user preferences
ABERCROMBIE & KENT
A tailor-made luxury travel service, down to the last detail
For 50 years, luxury travel company Abercrombie & Kent has been famous for its personal, tailor-made service. But the company needed help to bring their digital platforms up to the same impeccable standards.
/ Channel shift to digital
/ Grow market share with a younger demography / Brand refresh and new flagship store in central London
/ Launch online booking function/ Desperate country websites making content unmanageable
/ Move away from printing and posting itinerary suggestions to clients/ Streamline operations processes to increase efficiency and consistency to save time and costs
BUSINESS CHALLENGES AND OPPORTUNITIES
Staff contextual interviews
Virtual testingInformation architecture
USER ISSUES, WANTS AND NEEDS
/ Ability to self-serve
/ Have more control to tailor travel experience/ Involve more friends and family in the decision making process
UX SOLUTIONS
/ Connect customers and sales staff via the digital channel
/ Co-curate the perfect travel experience via the inspirer tool/ Give clients more control to tailor-make their itinerary
/ An accessible channel that increased sales lead generation anytime, anywhere, either face to face, over phone or in private
/ Ability to share ideas with travel companions/ Allow customers to transact online
/ Clear navigation and journeys through richer and more engaging content/ An online experience that reflected the brand USP of expert local guided tours
EUROSTAR
Relaunching the passenger experience
With European competition for customers intensifying, Eurostar embarked on a comprehensive refurbishment programme aimed at setting a new passenger experience benchmark and positioning itself to become Europe’s leading travel company. Eurostar commissioned new trainsets, new branding and a new digital platform.
/ New brand positioning, collateral and service offer roll-out
/ End to end single ticket purchase for connecting service providers / Increased brand reach
/ Grow market share to 50% volume in 3 years/ Increase customer loyalty
/ Reduce call centre support/ Improve the ticket purchase funnel to reduce drop-outs and increase conversions
/ Grow revenue from ancillary product sales/ Become an airline on wheels
/ Integration of numerous micro-sites/ Engage with customers during the onboard experience
BUSINESS CHALLENGES AND OPPORTUNITIES
Audience segmentation & personasCustomer lifecycle
USER ISSUES, WANTS AND NEEDS
/ Access to offers and discounts
/ Help with connection travel with other operators/ Access to the internet onboard
/ Quicker time to booking/ Service support during disruption
/ A seamless and stable travel experience/ Increased transparency and access to loyalty membership and rewards
UX SOLUTIONS
/ An intelligent homepage customisation system to allow for a targeted, localised and immersive
experience/ Re-engineered booking architecture into clear and intuitive interface designs
/ Transparent pricing of different ticket classes and advanced bookings/ Ability to add travel extras to tailor the booking
/ Book connections to anywhere in Europe in one simple transaction/ Additional destination content and city guides to allow for discovery, education and planning
/ Onboard entertainment delivered to the passengers personal device/ Allow passengers to plan their onward journeys, orient themselves at their connecting stations
and even book a restaurant in their destination while en route
SILVERJET
A brand new class of airline
Silverjet, the business class only airline start-up, needed help to launch a superlative new travel service. After securing funding, Silverjet had no physical embodiment of the brand to present to the public. No planes, pilots or lounges or channel with which to sell tickets.
/ Manage the launch of a new business class only airline
/ Present an engaging new ‘silver service’ brand to the public, quickly/ Start to take advanced bookings to secure funding
/ Gain market traction quickly
BUSINESS CHALLENGES AND OPPORTUNITIES
UX SOLUTIONS
/ Immersive online experience to explain the brand defining service offer
/ Fostered a partnership with Style City to provide online destination guides for travel hints and tips/ Online booking engine incorporating transparent pricing with seat and meal selection
/ Ability to add ancillary products such as a chauffeur transfer to and from the airport/ Onboard entertainment system
/ Helped the airline to own ‘silver’
HOPPA
When you land, Hoppa takes off
Hoppa, the world’s no 1 specialist in transfers, serving over 700 airports and 7500 cities and resorts were undergoing a brand transformation to better serve over 59 countries and needed help to re-engineer their website to better reflect the new positioning as well as vastly improving the booking engine to simplify the customer experience and make it as stress free as the airport to resort transfer itself.
/ Meet ambitious growth targets
/ Manage a rebranding programme/ Increase market share and reach
/ Enhance brand perception/ Deliver a seamless multi-channel service
/ Deliver an end-to-end service/ Increased SEO and rankings
/ Increased booking conversations/ Manage service across 59 countries and meet local marketing needs
BUSINESS CHALLENGES AND OPPORTUNITIES
Paper prototyping workshop
Card sortingInformation architecture
USER ISSUES, WANTS AND NEEDS
/ A clearer understanding of the service offer
/ Ability to book the right transfer option to meet their requirements/ Information at the point of need
/ Reassurance that the transport booked would be ready and waiting/ Ability to manage bookings
/ Reduce the stress and perceived potential pitfalls with transfers
UX SOLUTIONS
/ Transfer to be part of the local travel experience via native driver knowledge
/ Driver tracking and notifications/ Quick, informative and relevant booking process to meet the passengers requirements
/ Social Media integration of customer reviews to increase customer reassurance/ Clear service promises and accountability
/ Supportive information needs at different planning and travel stages/ Reduced the number of clicks to purchase and transparent pricing
/ Ability to tailor the experience with extras/ Guides and maps help people see the full breadth of Hoppa’s well-connected destinations network
/ Brand consistency across the service delivery
SANCTUARY RETREATS
Redefining luxury travel
Sanctuary Retreats sets the standard in its class with highly regarded lodges, camps and cruises. The luxury travel brand needed to bring an equivalent level of refinement and engagement into its online brand experience – to meet and exceed customers’ increasingly sophisticated expectations and demands, and to attract a new generation of audiences.
/ Create more brand engagement and an enriched online presence
/ Increase visit-to-enquiry rates/ Drive bookings online
/ Increase customer base/ Appeal to a wider demography
/ Enhance content delivery/ Channel shift to digital for booking management and customer self-serve
BUSINESS CHALLENGES AND OPPORTUNITIES
USER ISSUES, WANTS AND NEEDS
/ Ability to self-serve
/ Have more control to tailor travel experience
Information architecture
UX SOLUTIONS
/ Rich media content and immersive itinerary discover and comparison
/ Give clients more control to tailor-make their itinerary/ Multi-lodge or cruise booking
/ A guest area allows Sanctuary Retreats customers to fine tune their travel preferences/ Add excursion or order extras during the travel experience
EUROPCAR
Enhancing the customer service
Europcar needed to make their under-promoted Prestige cars and vans products a key revenue generator in the UK and increase yields through online marketing channels.
/ Increased awareness of the Prestige and Van hire product range
/ A better booking function that met the needs of the customer/ Reduced drop-outs
/ A user-centered customer experience/ Improved CRM assets
/ Proven ROI
BUSINESS CHALLENGES AND OPPORTUNITIES
USER ISSUES, WANTS AND NEEDS
/ Clarity of service offer
/ Relevant information quickly to aid comparison shopping/ More vehicle product details
/ Needs based search
UX SOLUTIONS
/ Simplified product and service categorisation
/ Ability to match the product to the customer needs/ Transparent pricing to aid comparison shopping
/ Reduced steps to booking/ Additional vehicle details and rich media content to help decision making and focus on
the in-vehicle experience as the heart of the customer experience