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How good design can build a succesful business.By Eewei Chen (BSkyB)Presented at UserZoom UX Seminar, 11th July 2012
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STRATEGIC UXHow good design can build a successful business
Eewei Chen / @ultraman / [email protected]
UX is my life
Eewei Chen / @ultraman / [email protected]
Connect users with the business
ANYTIME
SKY+
SKY GO
EPG
MOBILE WEB
Eewei Chen / @ultraman / [email protected]
“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
http://techcrunch.com/2012/06/11/apple-announces-ios-6-wwdc/
What is a UX Strategy?
Eewei Chen / @ultraman / [email protected]
“The best way to predict the future is to create it.” - Peter Drucker
Why do we need a UX strategy?
Eewei Chen / @ultraman / [email protected]
These companies no longer exist
These companies, no one can live without
Survival
for now any way :-)
Eewei Chen / @ultraman / [email protected]
Impact
1903Wright brothers
first flight
1886Ford Model T
first car
1937302
first phone
1943Biro
first non drip pen
1975Xerox star First GUI
1957Helvetica
First unobtrusive typeface
1996Motorola Startac
first mobile phone
2007iPhone
First true ‘Smart’ phoneiPod, internet, phone
Eewei Chen / @ultraman / [email protected]
Balance
Optimise and fix
Tactical
Innovation
political
process, process,
process
old tech
over analysis
less risky
not connected (too far)
comfortable
short sighted
too busy
quick results
(tip: innovation is key to survival)
Eewei Chen / @ultraman / [email protected]
Value
An index of design aware companies outperformed the FTSE All share by over 200% in both bull and bear markets over a 13 year period - Design Council
Eewei Chen / @ultraman / [email protected]
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
join a bunch of activities tocreate great stuff to
survive*
Connection*improve or differentiate against
Eewei Chen / @ultraman / [email protected]
Why do we need a UX strategy?
• Ensure survival
• Make an impact
• Balance innovation and tactics
• Build a valuable business
• Connect the dots
Measurable results!
Eewei Chen / @ultraman / [email protected]
“If I asked people what they wanted, they would have said ‘Faster Horses’.” - Henry Ford
Problems, trends & opportunities
10
Eewei Chen / @ultraman / [email protected]
Problems
Sky Voice of the Customer report March 2012
consistently low
Omniture, TeaLeaf, Radian 6, customer surveys, interviews
Trends
customer
customer customer
customer
customercustomer
customer
Stakeholder
Stakeholder
Stakeholder
Stakeholder
Stakeholder
Stakeholder
Stakeholder
Stakeholder
Trends
TrendsTrends
Trends
Trends
Trends
Trends
Trends
Trends
Trends
Trends
Trends
customer
Opportunities
Mobile payments
Mobile advertising
Second screen consumption sentiment analysis
Eewei Chen / @ultraman / [email protected]
Step up!
Business ownerStrategy / Planning
MarketingCustomer insight
UX DesignGraphic Design DevelopmentOperations
Sales Customer ServiceCustomer Training
BrandHR
Finance
CXO
Founder
Director of design
Design team lead
Futurist
UX Lead
Creative Director
Strategy consultant
Designer New business guy
Nerd
Producer
Eewei Chen / @ultraman / [email protected]
“Efforts and courage are not enough without purpose and direction.” - John F. Kennedy
Define the value proposition
15
Eewei Chen / @ultraman / [email protected]
Golden Circles
!"#$%&!"#$%&"#'("%)#*+$,-)"(./#,0+1"./#)%23").#%14#56.
'()%&50"7#%("#8"33#4".9'1"4#%14#.9$,3"#)+#-."
!%1)#)+#2-7#+1":
!"*%&!"#*+1.)%1)37#*0%33"1'"#)0"#.)%)-.#;-+#%14#)091&91'#49<"("1)37#)+#$%&"#7+-(#8+(34#%#2"="(#,3%*"
'()%&>?"(7)091'#8"#*("%)"#9.#2"%-@A-337#4".9'1"4/#.9$,3"#)+#-."#B#-."A-3#)+#7+-
!"#$%&!"#C-.)#0%,,"1#)+#$%&"#'("%)#*+$,-)"(./#,0+1"./#)%23").#%14#)?.
D("#7+-#91)"(".)"4:
Eewei Chen / @ultraman / [email protected]
Purpose
• Why? Write a sentence that describes your purpose.
• How? Match your purpose with design principles.
• What? Sell them products and services they will fall in love with.
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
Eewei Chen / @ultraman / [email protected]
Sum it up
• Focus on main customer behaviour & need
• Highlight an important benefit
• Describe how you are different or better than a competitor (USP)
Eewei Chen / @ultraman / [email protected]
Competitor advantage
• Conduct market research and competitor analysis (e.g. SWOT).
• Select 2 important features and map your brand against competitors.
• Decide to improve or differentiate.
Better or Different.
Funny!
Shocking !!! Accepted
Not Funny.
http://www.slideshare.net/dmc500hats/how-to-pitch-a-vc-or-angel
Eewei Chen / @ultraman / [email protected]
Business model
• Match (relationship, channels) value proposition to customer needs
• Identify key people, activities and partners
• Balancing cost and ROIhttp://www.businessmodelgeneration.com/canvas
Eewei Chen / @ultraman / [email protected]
“You’ve got to start with the customer experience and work backwards to the technology. ”
- Steve Jobs
Understand the customer experience
Eewei Chen / @ultraman / [email protected]
The customer
• Street interviews and focus groups for early insight
• Brainstorming using empathy maps to drive out features
• Personas to compare customer segmentsEmpathy maps: http://www.gogamestorm.com/?p=42
Eewei Chen / @ultraman / [email protected]
The journey
• Customer behaviours & needs
• Functionality with most impact.
• Prepare to story map
Empathy maps: http://www.gogamestorm.com/?p=42
Eewei Chen / @ultraman / [email protected]
Validation
• HTML prototype
• Recruit 200 online participants
• 3 remote RITE sessions over 1 week
• Instant results + quick analysis
• Cost effective. Good enough to build!
Eewei Chen / @ultraman / [email protected]
“If I can’t picture it, I can’t understand it.” - Albert Einstein
Build the right things
Eewei Chen / @ultraman / [email protected]
Plan
• Team roles & responsibilities
• Objectives and user stories
• Road map for budget approval
Eewei Chen / @ultraman / [email protected]
Market
• Marketing strategy plan and timings
• Let them know what you need
• Consistent tone of voice and brand messagingEmpathy maps: http://www.gogamestorm.com/?p=42
TV Mobile web
Billboards Direct marketing Other?
Eewei Chen / @ultraman / [email protected]
Team
• Be very choosy. Ask for volunteers. Empower excellence!
• Get people to clarify and define roles and responsibilities.
• When to work in ‘pairs’ and co-locate if needed (Agile, Lean)
Eewei Chen / @ultraman / [email protected]
Vision
• “Hopes and Fears” (success and failure)
• Risks, Assumptions, Issues and Dependencies. Answer unknowns!
• Features against spend, ROI, KPIs met
Empathy maps: http://www.gogamestorm.com/?p=42
Remembertechnology!
Eewei Chen / @ultraman / [email protected]
Principles
innovative = early adoption (new prospects)useful = can’t live without it (stickiness)aesthetic = love it (customer satisfaction)understandable = easy to use (complaints)unobtrusive = expressive (personalisation)honest = trust (cross sell)long lasting = timeless (less updating)thorough = all they need (pref. over competitor)environmentally friendly = fits lifestyle (use all the time)as little design as possible = uncluttered (speed)
606 Universal Shelving System, 1960, by Dieter Rams for Vitsœ
http://www.vitsoe.com/en/gb/about/dieterrams/gooddesign
Eewei Chen / @ultraman / [email protected]
Wireframes
• Page component layout
• User flows
• Interaction models
Eewei Chen / @ultraman / [email protected]
Guidelines
• Document lightly (fonts, colours)
• High level rules, design rational, flows
• Page templates, components, css stylesheets and ux pattern library
components
Eewei Chen / @ultraman / [email protected]
Story Map
• Group user stories under epics (remember customer journeys?)
• Prioritise on KPI impact, cost and dependencies (MoSCoW).
• ‘Thin slice’ to ensure holistic joined up journey for Release 1
Eewei Chen / @ultraman / [email protected]
Launch
TeachThink
Prioritise
Awesome team
Cool tech, clever partnerships
BuildMeasure
Learn
ResearchAnalyseUncover
Release*
*Good enough prototype, roadmap, recommendations
understand explore prototype
Eewei Chen / @ultraman / [email protected]
Build, measure, learn
• Keep it lean and prepare to fail fast
• Track data and split test (cohort analysis)
• Learn from the results to make improvements
• Keep doing this!
Eewei Chen / @ultraman / [email protected]
“The unexamined life is not worth living.” - Socrates
Learn, measure, & improve
50
Eewei Chen / @ultraman / [email protected]
Facilitate
• Get UX strategy in to business and delivery processes
• Be part of the RACI (rules of engagement)
• Set up a design authority
Eewei Chen / @ultraman / [email protected]
Evangelise
• Give expert talks
• Facilitate creative workshops
• Mentor teams
Eewei Chen / @ultraman / [email protected]
Improve
Optimisation and fixes
Tactical Projects
Innovation
Optimisation and fixes
Tactical projects
Innovation
*Innovation needs to be practical
Eewei Chen / @ultraman / [email protected]
OK to get ‘fired’Innovation subversives don’t all fit
The Association for Managers of Innovation studied why corporate innovation champions struggle to survive.! The study looked at what actions and behaviours put these managers at risk in their efforts to evangelise.! Of the 15 innovation champions in the study, 10 left their organisations and became consultants, 4 joined smaller or start-up companies, and 1 retired.
None returned to a Fortune 500 company.! Most of the consultants* have as their clients Fortune 500 companies and, in some cases, their former employers.
*consultant is not a ‘dirty’ word any more!
Eewei Chen / @ultraman / [email protected]
Believe
• Start small fires that make a difference in a big way. OK to fail.
• Persevere past early stage adoption till it becomes second nature.
• Pivot when it starts feeling out of date and make it more relevant.
customer
customer
customer
customer
customercustomer
customer
Eewei Chen / @ultraman / [email protected]
Thanks
Testimonials*
“Ideas look great and are really well thought out. I love the way Agile principles are referenced throughout. Powerful and insightful.” - Jonathan Rassmussen, The Agile Samurai
“I can’t see why anybody wouldn’t find all these ingredients useful. Some real gems here.” - Julien Fourgeaud, New product wizard, Rovio
“Eewei is always scribbling ideas on what ever he can get his hands on including napkins, beer mats and even his hand! It is about time these concepts saw the light of day. Awesome, awesome, awesome.” - Darius Kumana, Principal, ThoughtWorks UK
http://pragprog.com/
25% discount code: PragProgEeweiChen101
Valid after August 3 2012Q & A
Eewei Chen / @ultraman / [email protected]
1. WHY DO WE NEED A UX STRATEGY?
• Who will survive?• Tactical is not good enough• Good design defines history• Use good design to improve business• What is a UX Strategy?
2. UNCOVER PROBLEMS & OPPORTUNITIES
• Problems• Opportunities• Innovate • Gain respect
3. DEFINE THE VALUE PROPOSITION
• Golden Circles• Elevator pitch and Statement• Value Map• Business Model Canvas
4. UNDERSTAND THE CUSTOMER EXPERIENCE
• Interviews, focus groups, empathy maps and personas• Customer Journey Map• Early usability testing
5. BUILD RIGHT THINGS
• Plan • Brand, Marketing & Advertising • The A-Team • Clarify the vision • Design principles• Wireframes • Design guidelines• Story Map• Build, measure and learn
6. GET MORE TO DO MORE• Build up enough momentum• 10 commandments
7. LEARN, MEASURE & IMPROVE
• Facilitate Change• Evangelise the strategy• Keep improving• Don’t be afraid to get fired• Don’t stop believing
8. Q&A