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[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni 10 Strategic UX Techniques by Eewei Chen

10 Strategic UX Techniques

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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.

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Page 1: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

10 Strategic UX Techniques

by Eewei Chen

Page 2: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

I have been designing a long time

16 years

Page 3: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Working with large organisations!

ANYTIME

SKY+

SKY GO

EPG

MOBILE WEB

Page 4: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

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

Page 5: 10 Strategic UX Techniques

[email protected] @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?

Page 6: 10 Strategic UX Techniques

[email protected] @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 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

Page 7: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Predict the future

Page 8: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

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

Page 9: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

no longer exist

no one can live without

Survival of the fittest

Page 10: 10 Strategic UX Techniques

[email protected] @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?

Page 11: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

See what is trending

customer

customer

customer

customer

customercustomer

customer

Stakeholder StakeholderStakeholder

Stakeholder

Stakeholder

Stakeholder

Stakeholder

Stakeholder

Trends

TrendsTrends

Trends

Trends

Trends

Trends

Trends

Trends

Trends

Trends

Trends

customer

Page 12: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Web Mobile

TV

cinema

commute

naturehome

shopping

holiday

work

play

exercise

family

friends

dining

sport

hobbies

school

sleep

Rewa

rds?

Second screen?

Live event Data analysis?

Create a framework

Page 13: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Influence

Page 14: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Connect with everyone

Business ownerStrategy / Planning

MarketingCustomer insight

UX DesignGraphic Design DevelopmentOperations

Sales Customer ServiceCustomer Training

BrandHR

Finance

CEO

Founder

Director of design

Design team lead

Futurist

UX Lead

Creative Director

Strategy consultant

Designer New business guy

Nerd

Producer

Teacher

Mentor

IA

BA

Manager

Page 15: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Why is shared understanding important?5

Sticky whispers

e.g. “The only way is up”

Page 16: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Create a shared understanding

Thanks Jeff Patton!

Page 17: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Define the vision

• “Hopes and Fears”

• ROI, Impact & KPIs

• RAID

• Technology

• Opportunities

• Analysis

Page 18: 10 Strategic UX Techniques

[email protected] @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

Page 19: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Roles & Responsibilities

RACI

Design the process

Page 20: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Balance innovation

Page 21: 10 Strategic UX Techniques

[email protected] @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?

Page 22: 10 Strategic UX Techniques

[email protected] @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

Page 23: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

INNOVATION

NON-APPLICABILITY

Future tech

fix

Tactical

Emerging product

not innovative enough

idea

Not applicable

awesome innovation*

Good enough

* push and join the dots

idea

idea

More applicable innovation

Page 24: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Time box it

TIME

IMPACTpotential maximum impact

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

Good enough?

Page 25: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Join the dots

Page 26: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Identify problems

Page 27: 10 Strategic UX Techniques

[email protected] @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

Page 28: 10 Strategic UX Techniques

[email protected] @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

Page 29: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Define success

Page 30: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

“Start with the end in mind.” - Anonymous

Page 31: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

What is success?

Manufacturing

= Production of high quality goods

Agile

= Working software

Lean Startup

= Validated learning

Lean UX

= Outcomes & Impact

Page 32: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

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

Page 33: 10 Strategic UX Techniques

[email protected] @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?

Page 34: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Assumptions define success

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

* Qualitative and or Quantatative

Page 35: 10 Strategic UX Techniques

[email protected] @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

Page 36: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Understand customers

Page 37: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Lightweight personas

pretty

pic

Statistical

data

Unique

insight

Specific

needs

Create a time management app!

Page 38: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

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

...

...

No Time

???

???

...

???

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

Page 39: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

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

15

* Qualitative and or Quantatative

Page 40: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni5

Write an assumption

Page 41: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni10

Sketch your assumptions(6 UP)

Page 42: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Test your MVP

Page 43: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

What is an MVP?

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

Fenyman, the grandfather of Lean Startup?

Page 44: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

MVPs help measure success

• Guess

• Consequences

• Experiment

• Assume

• Output, Outcome, Impact

• MVP

Validated learning!

Fenyman Riesvs

Page 45: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

• Validate biggest assumptions first

• ‘Thin slice’ a holistic journey

• Continuously add and pull new features (Kanban)

• Build, Measure, Learn

Do it in small batches

Page 46: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

• “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

Page 47: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Measure success

Page 48: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Difficulty of Implementation

Impa

ct

Quick wins Differentiator

Building blocks

Bin it

Drive out assumptions

ASSUMPTION

ASSUMPTION

ASSUMPTION

ASSUMPTION

Page 49: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Value map assumptions

EASY

HIGH IMPACT

LOW IMPACT

DIFFICULT

Quick Differentiator

Building blocks Bin it

Having the latest movies before Netflix & LoveFilm...

Page 50: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

De-risk assumptions

KNOWN

HIGH RISK

LOW RISK

UNKNOWN

Having the latest movies before Netflix & LoveFilm...

Page 51: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

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

s

please!

Page 52: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni10

Value map assumptions

Page 53: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Simplify the business model

Page 54: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

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”

Page 55: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

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

Page 56: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

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

Page 57: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

• 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!

Page 58: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni10

Write an elevator pitch

Page 59: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Sustain success

Page 60: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Optimisation and fixes

Tactical Projects

Innovation

Optimisation and fixes

Tactical projects

Innovation

*Innovation needs to be practical

Oil the machine

Page 61: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

Awesome team

Cool tech + clever partnerships

BuildMeasureLearn

Release

Choose the right tech, partnerships, team

BuildMeasureLearn

ReleaseRelease

BuildMeasureLearn

Page 62: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

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

Page 63: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

• 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

Page 64: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

• Give expert talks

• Facilitate creative workshops

• Mentor teams

Live and breathe it

Page 65: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

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)

Page 66: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

• Start small fires. Fail fast & often.

• Pivot based on customer validation.

• Persevere past early stage adoption. Build momentum.

Idea

Idea

Don’t stop believing

Bin Tactical Awesome

IdeaIdea

Idea

Idea

Idea

Idea

Idea

Idea

Idea

Page 67: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

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

Page 68: 10 Strategic UX Techniques

[email protected] @ultraman #UX #Lean #LeanStartup @KingstonUni

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