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10 Strategic UX Techniques

Date post:15-Sep-2014
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Many companies, in their haste to be first to market, forget the value of good early, strategic design thinking when creating a product or service. This results in mediocrity, and ultimately leads to an unloved brand experience where consumers become fickle and disloyal. Now, whether leading a design team, sitting on the board of directors or starting up a company, UX practitioners have made their way back up the value chain and have been re-empowered to make decisions that really can change the world. This talk and workshop helps you get into the right mindset and apply techniques that prove the enormous value of UX at a strategic level.
Transcript:
  • Eewei@HaaYaa.com @ultraman #UX #Lean #LeanStartup @KingstonUni

    10 Strategic UX Techniques

    by Eewei Chen

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

    I have been designing a long time16 yea

    rs

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

    Working with large organisations!

    ANYTIME

    SKY+

    SKY GO

    EPG

    MOBILE WEB

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

    1. Predict the future2. Influence 3. Balance innovation 4. Join the dots5. Define success6. Understand customers7. Test your MVP8. Measure success 9. Simplify the business model10. Sustain success

    What you will learn today

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

    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?

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

    What is Strategic UX?

    Business purpose and needs

    Hopes, Fears, RAIDs(incl. Competitors)

    User behaviours and needs

    Value map

    Prioritise Build team Business modelElevator pitch

    Interactions and journeys

    Validate

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

    * Adapted from Steve Battys (VP IXDA) definition of an Experience strategy

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

    Predict the future

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

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

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

    no longer exist

    no one can live without

    Survival of the fittest

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

    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?

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

    See what is trending

    customer

    customer

    customercustomer

    customer customercustomer

    Stakeholder StakeholderStakeholder

    Stakeholder

    Stakeholder

    Stakeholder

    Stakeholder

    Stakeholder

    Trends

    TrendsTrends

    Trends

    Trends

    Trends

    TrendsTrends

    Trends

    TrendsTrends

    Trends

    customer

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

    Web Mobile

    TV

    cinema

    commutenature

    home

    shopping

    holiday

    work

    play

    exercise

    family

    friends

    dining

    sport

    hobbies

    school

    sleep

    Reward

    s?Second screen?

    Live event Data analysis?

    Create a framework

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

    Influence

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

    Connect with everyone

    Business ownerStrategy / Planning

    MarketingCustomer insight

    UX DesignGraphic Design DevelopmentOperations

    Sales Customer ServiceCustomer Training

    BrandHR

    Finance

    CEOFounder

    Director of design

    Design team lead

    Futurist

    UX LeadCreative Director

    Strategy consultant

    Designer New business guyNerd

    Producer

    Teacher

    Mentor

    IA

    BA

    Manager

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

    Why is shared understanding important?5

    Sticky whisperse.g. The only way is up

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

    Create a shared understandingThanks Jeff Patton!

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

    Define the vision

    Hopes and Fears ROI, Impact & KPIs RAID

    Technology Opportunities Analysis

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

    Marketing plan and timings Tone of voice and brand messaging Shared awareness of needs

    TV

    Viv, Head of Marketing, my mate :-)

    Create UX champions

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

    Roles & Responsibilities

    RACI

    Design the process

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

    Balance innovation

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

    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?

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

    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

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

    INNOVATION

    NON-APPLICABILITYFuture tech

    fixTactical

    Emerging product

    not innovative enough

    idea

    Not applicable

    awesome innovation*

    Good enough

    * push and join the dots

    ideaidea

    More applicable innovation

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

    Time box itTIME

    IMPACTpotential maximum impact

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

    Good enough?

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

    Join the dots

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

    Identify problems

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

    RelevanceEase of useFind-a-bilityaccessibility

    Monetise

    Start

    Find

    Learn

    Consume

    Belong

    mobile payments

    idle sourcing

    social media

    Point, know & buy

    second screen

    mobile advertising

    Mood monitoring

    Outline the customer experience

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

    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

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

    Define success

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

    Start with the end in mind. - Anonymous

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

    What is success?

    Manufacturing= Production of high quality goodsAgile= Working softwareLean Startup= Validated learningLean UX= Outcomes & Impact

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

    How do you define success?

    Output - EASYSoftware we build. The materials we produce.

    Outcome - NOT TOO HARDThe immediate change due to delivering output.

    Impact - VERY HARDThe larger change we see over time

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

    OutputA new sign in page

    OutcomeUsers sign in at a higher success rate

    Impactlarger basket value per purchase

    How do you define success?

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

    Assumptions define success

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

    * Qualitative and or Quantatative

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

    Express Suggest Watch

    tags

    interests

    mood

    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

    rent

    buy

    YouTube

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

    Understand customers

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

    Lightweight personas

    prettypic

    Statistical data

    Uniqueinsight

    Specificneeds

    Create a time management app!

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

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

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