Strategic UX - Good Design = Good Business

STRATEGIC UX
How good design can build a successful business

@ultraman
me@eewei.com

UX is my life

Eewei Chen / @ultraman / me@eewei.com

SKY+

EPG

ANYTIME

SKY GO
MOBILE WEB

Connect users with the business


“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 a UX Strategy?

http://techcrunch.com/2012/06/11/apple-announces-ios-6-wwdc/

Why do we
need a UX
strategy?
“The best way to predict the
future is to create it.”
- Peter Drucker


These companies no longer exist

These companies, no one can live without

for now any way :-)

Survival


1886 1903 1937 1943
Ford Model T Wright brothers 302 Biro
first car first flight first phone first non drip pen

1957 1975 1996 2007
Helvetica Xerox star Motorola Startac iPhone
First unobtrusive typeface First GUI first mobile phone First true ‘Smart’ phone
iPod, internet, phone

Impact


too busy (tip: innovation is key to survival)
over analysis
not connected (too far)
Innovation

less risky process,
process,
political Tactical process

quick results comfortable

Optimise and ﬁx

short sighted old tech

Balance


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

Value


Hopes, Fears, RAIDs
User behaviours Value map
(incl. Competitors)
and needs
Business purpose and needs

join a bunch of activities to
create great stuff to
survive* Interactions and journeys

Validate

Prioritise Business model Elevator pitch
Build team

Connection
*improve or differentiate against


• Ensure survival
• Make an impact
• Balance innovation and tactics
• Build a valuable business
• Connect the dots

Measurable results!

Why do we need a UX strategy?


Problems, trends &
opportunities
“If I asked people what they wanted, they
would have said ‘Faster Horses’.”
- Henry Ford

10 Eewei Chen / @ultraman / me@eewei.com

Omniture, TeaLeaf, Radian 6, customer surveys, interviews

consistently low

Sky Voice of the Customer report March 2012

Problems


Trends

Trends
customer customer
Trends Stakeholder customer
customer Trends
Stakeholder Stakeholder
Trends Trends
Trends Stakeholder
Stakeholder
customer Stakeholder
Stakeholder
customer customer
customer
Trends Stakeholder
Trends Trends
Trends Trends

Trends

Mobile payments

Mobile advertising

Second screen consumption sentiment analysis

Opportunities

Problem
+
Trend
+
Opportunity
=
Success

Formula for success


Founder
Futurist
CXO Business owner
Strategy / Planning
Marketing
Producer Customer insight Director of design
UX Design
Creative Director Graphic Design
Development
Operations UX Lead
Design team lead Sales
Customer Service
Customer Training
Strategy consultant
Nerd
Brand
HR New business guy
Designer Finance

Step up!


Define the
value
proposition
“Efforts and courage are not enough
without purpose and direction.”
- John F. Kennedy


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D("#7+-#91)"(".)"4:

Golden Circles


• 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

Purpose


• Focus on main customer behaviour & need
• Highlight an important beneﬁt
• Describe how you are different or better than a competitor (USP)

Sum it up


Better or Different.

Funny!

Shocking !!!
Accepted

Not Funny.

• Conduct market research and competitor analysis (e.g. SWOT).
• Select 2 important features and map your brand against competitors.
• Decide to improve or differentiate.
http://www.slideshare.net/dmc500hats/how-to-pitch-a-vc-or-angel

Competitor advantage


• Match (relationship, channels) value proposition to customer needs
• Identify key people, activities and partners
• Balancing cost and ROI
http://www.businessmodelgeneration.com/canvas

Business model


Understand
the customer
experience
“You’ve got to start with the
customer experience and work
backwards to the technology. ”
- Steve Jobs


• Street interviews and focus groups for early insight
• Brainstorming using empathy maps to drive out features
• Personas to compare customer segments
Empathy maps: http://www.gogamestorm.com/?p=42

The customer

• Customer behaviours & needs
• Functionality with most impact.
• Prepare to story map

The journey

• HTML prototype
• Recruit 200 online participants
• 3 remote RITE sessions over 1 week
• Instant results + quick analysis
• Cost effective. Good enough to build!

Validation

Build the
right things
“If I can’t picture it, I can’t understand it.”
- Albert Einstein


• Team roles & responsibilities
• Objectives and user stories
• Road map for budget approval

Plan


TV Mobile web

Billboards Direct marketing Other?

• Marketing strategy plan and timings
• Let them know what you need
• Consistent tone of voice and brand messaging

Market


• 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)

Team


Remember
technology!

• “Hopes and Fears” (success and failure)
• Risks, Assumptions, Issues and Dependencies. Answer unknowns!
• Features against spend, ROI, KPIs met

Vision


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

Principles


• Page component layout
• User ﬂows
• Interaction models

Wireframes


components

• Document lightly (fonts, colours)
• High level rules, design rational, ﬂows
• Page templates, components, css stylesheets and ux pattern library

Guidelines


• 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

Story Map


Cool tech, clever partnerships

understand explore prototype Release*

Research Teach Build
Analyse Think Measure
Uncover Prioritise Learn

*Good enough prototype, roadmap, recommendations Awesome team

Launch


• 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!

Build, measure, learn


Learn, measure, & improve
“The unexamined life is not worth living.” - Socrates


• Get UX strategy in to business and delivery processes
• Be part of the RACI (rules of engagement)
• Set up a design authority

Facilitate


• Give expert talks
• Facilitate creative workshops
• Mentor teams

Evangelise


Innovation

Innovation

Tactical
Projects Tactical projects

Optimisation and ﬁxes Optimisation and ﬁxes

*Innovation needs to be practical

Improve


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!

OK to get ‘ﬁred’
Innovation subversives don’t all ﬁt


customer
customer
customer

customer
customer
customer
customer

• 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.

Believe


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/

Q&A 25% discount code: PragProgEeweiChen101
Valid after August 3 2012

Thanks


1. WHY DO WE NEED A UX STRATEGY? 5. BUILD RIGHT THINGS
• Who will survive? • Plan
• Tactical is not good enough • Brand, Marketing & Advertising
• Good design deﬁnes history • The A-Team
• Use good design to improve business • Clarify the vision
• What is a UX Strategy? • Design principles
• Wireframes
2. UNCOVER PROBLEMS & OPPORTUNITIES • Design guidelines
• Story Map
• Problems • Build, measure and learn
• Opportunities
• Innovate 6. GET MORE TO DO MORE
• Gain respect • Build up enough momentum
• 10 commandments
3. DEFINE THE VALUE PROPOSITION
7. LEARN, MEASURE & IMPROVE
• Golden Circles
• Elevator pitch and Statement • Facilitate Change
• Value Map • Evangelise the strategy
• Business Model Canvas • Keep improving
• Don’t be afraid to get ﬁred
4. UNDERSTAND THE CUSTOMER EXPERIENCE • Don’t stop believing
• Interviews, focus groups, empathy maps and personas
• Customer Journey Map 8. Q&A
• Early usability testing


Strategic UX - Good Design = Good Business

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