Date post: | 10-Feb-2017 |
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© Creuna
IN NEED OF A WHYA S S E S S I N G T H E V A L U E O F U X
By Mo rt e n Ba rkho l t , S e n io r U X Co n sul t a n t
© Creuna
MORTENBARKHOLTS E N I O R U X C O N S U L T A N T
U X S T R A T E G YS E L F S E R V I C E T O O L SI N T E R A C T I O N D E S I G NI N S I G H T F R A M E W O R K S
Aarhus
HelsinkiOslo
Gothenburg
Copenhagen
Stockholm
© Creuna
A G E N C Y T Y P EFull Service Digital Agency
S I Z E & W E I G H T340+ visionary people.6 offices in all 4 Nordic countries. Largest agency of our kind in The Nordic Region.
B I R T H D A YBorn digital 1st April 2001
IT’S NOT ABOUT CHANGING UXBEFORE WE GET STARTED
OUR JOBS ARE SO VERY DIFFERENTGENERALIZATIONS WILL HAPPEN
Leaders within Customer Experience Management outperform the market with 25 percentage points.1
EXCELLENT CUSTOMER EXPERIENCE IS A PROVEN DIFFERENTIATOR
© Creuna2) 2014 study from Watermark Consult
Forrester research confirm the strong relationship between customer experience and measures of loyalty.2
1) Based on Forrester Research, Creuna research and methodology
AND YET WE ARE STILL STRUGGLING “SELLING UX” ?
WIREFRAMES
INTERVIEWS
PERSONAS
CUSTOMER JOURNEYSTONE OF VOICE
SKETCHING
USER TESTING
USER TESTINGDESIGN THINKING
USER INSIGHTS
We should not make it possible to de-scope all of the creative stuff
It is impossible to get it done if there is no “pull” from the customer
They do not understand the value of our process and work“
“
“
UXPARADIGM
BUSINESS STRATEGY
COMPETITOR LANDSCAPE
USER CONTEXT
FROM UX TO UXWE TOO OFTEN DISCUSS AND SOLVE PROBLEMS WITHIN OUR OWN FRAME OF REFERENCE
UXPARADIGM
BUSINESS STRATEGY
COMPETITOR LANDSCAPE
USER CONTEXT
FROM UX TO UXWE TOO OFTEN DISCUSS AND SOLVE PROBLEMS WITHIN OUR OWN FRAME OF REFERENCE
UXPARADIGM
BUSINESS STRATEGY
COMPETITOR LANDSCAPE
USER CONTEXT
FROM UX TO UXWE TOO OFTEN DISCUSS AND SOLVE PROBLEMS WITHIN OUR OWN FRAME OF REFERENCE
WHAT
HOW
WHY
SHAPING NEW AND IMPROVED USER EXPERIENCES
METHODS: RESEARCH, SKETCHES, TESTING, ETC.
CONVIENIENCE, EFFECTIVENESS, EMOTION, QUALITY ETC.
WHAT
HOW
WHY
USEREXPERIENCE
BUSINESSPRIORITIES
CONVENIENCEEFFECTIVENESSQUALITYDISERABILITY
REVENUECOST OUT LOYALTY
WHAT
HOW
WHY
USEREXPERIENCE
BUSINESSPRIORITIES
CONVENIENCEEFFECTIVENESSQUALITYDISERABILITY
REVENUECOST OUT LOYALTY
WHAT
HOW
WHY
USEREXPERIENCE
BUSINESSPRIORITIES
QUANTITATIVEQUALITATIVE
CONVENIENCEEFFECTIVENESSQUALITYDISERABILITY
REVENUECOST OUT LOYALTY
© Creuna
We want to be a natural part of the scuba diving community by providinginspiring content and relevant services across all digital channels
Supportthe brand
Drive sales and retail traffic
Increase loyalty
KPI’s
Goals
Value
Digital vision
MWB’s
Content pieces shared
>120 sec.
50/100 60/100
<15%
40/100
Time spent
on-site
Bounce rate
<20
Cross-sales
eComturnover
Dealerlook-ups
User satisfaction
(NPS)
Newsletter sign-ups
Usage of digital tools
>10K €
80/100 60/100
>20
40/100
>10% >100
50/100 60/100
>5%
40/100
>30
KPI-framework
Ecosystem mappingAnalytics
Business casesCompetitor analysis
ROADMAPS
http://blogs.atlassian.com/2013/10/fight-the-dark-side-of-lean-ux-with-the-experience-canvas/
ASSESSING THE “WHY” THROUGH METHODS
ALWAYS CONSIDER CONTEXT & FOCUSSpecific features are at times less important than strategic potentials
TALKING UX VALUE
BE THE EXPERT OF WHAT YOU DOMinimize complexity - Don’t always explain how you build the house
UTILIZE TERMS & DATAApplying field specific terms can smoothen and drive communication
APPLYVALUE FOCUSED METHODSLooking beyond our standard toolset can make a big difference