Big experience - A concept model for digital strategy & product management with UX and SXD

BIG EXPERIENCE

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Themes, Memes, Megatrends

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Progress

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deve

lopm

ent

intr

oduc

tion

grow

th

mat

urity

decl

ine

too late

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*

Wise people put their trust in ideas not circumstances*

Ralph Waldo Emersonhttp://twitter.com/jasontill

New Rules

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Fragmentation

Not just fragmentation – consumption style being altered

• Two-screening• Channel shifting• Time-shifting

Source: Wired

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Format proliferation - design for responsiveness

Mobiile phones

Tablets

Noteboooks

Laptops

Desktops

Internet TV

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Customer journeys with stings in their tails

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Inversion of message authority

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No more (faux) shaky handhelds

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A little nudge and everyone’s doing UX…

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What about CX?

Is it UX + stuff that’s offline?Is it what ad agencies have been doing all along?

Is it service design?

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CX: ‘known knowns’

The companies allocating the greatest amount of resources to Customer Experience are widely recognized for providing disappointing customer experiences.

[Exceptions AMEX & Vodafone.]

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Customer experience management (CEM) is in danger of being "misunderstood into extinction”

78% of executives now in CE have been redeployed from areas such as marketing and customer service, with no background in CE.

A large number of companies simply hand out new titles to operations staff without truly committing to customer experience management.

"The lack of effort behind the change ensures the failure of customer experience management in the eyes of corporate leadership.”

Customer Experience Management: Extinction Bound?http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=158814

June and September, 2011. 53 in-depth interviews with CE executives/industry experts and analysis of 8,000 CE executives (including 500 in the U.S.) from 2,106 "CE-active" companies across 239 countries. CE presence / CE title on LinkedIn.

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What will the future ask of us?

Ser

vice

the need for speed

social media transparency

data – analytics & CRM

people business via technology

new types of process & products

global mass affluent

evolving customer expectations

Service 2020 Megatrends for the decade ahead (Economist Intelligence Unit)http://www.slideshare.net/fred.zimny/service-2020-megatrends-for-the-decade-ahead-8787894

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The digital medium is not just the way of delivering or accessing the product

It is the product

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Information & UX architectureProduct architectureService architecture

Brand architectureExp

erie

nce

It’s all the same to the customer

It’s just scaffolding for the proposition

proposition

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If my experience of the brand is through the product and the service provided around it

The product and service are the brand

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Information / UX

Experience

Brand

Service

Product

Category

Delight cu

stomer lo

yalty long-te

rm growth and profitabilit

y

It’s emotional

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Information architectureProduct architectureService architecture

Brand architectureExp

erie

nce

BIG EXPERIENCE is full lifecycle

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Insight

BIG EXPERIENCE places insight at the core

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Insight

BIG EXPERIENCE = “Fast Experience” – it keeps moving

More incremental changes

More agile responses to customer feedback

More frequent iterations

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Realign don’t redesign

Evolution not revolution

The launch is not the end, it’s just the beginning. The pace of technology change and evolving customer expectations

requires smaller, faster iterations and releases.

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InsightCOLD

HOT

Detached

Attached

BIG EXPERIENCE gets its hands dirty

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Experience

The UX footprint

UX

Project management

Product development

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Experience

A bigger footprint = more relevant

Product management

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Uses real-time technology

Process & technology increasingly more integrated

ExperienceProduct management

( )

Through the cycle but not well integrated

Powerful but limited creation tools

New premium product suggests longer term integrated platform play

(And looks forward to when the tools will catch up with our imagination)

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Experience

BIG EXPERIENCEcreates opportunities for planners and IAs

More collaboration between strategy & UX

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Experience

Looks at designing for impact and emotion(not just usability and accessibility)

Higher production valuesRicher contentBranded contentMultiformat

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Experience

Plays well with creative

The rise of agile methodsInnovation and ideation

Creative concepting in parallel with UX

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Experience

Loves new ways of solving problems with process and technology

Private betaPublic betaMVT & A/B

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Experience

Loves making things which are real

Digital product development• Hi-fidelity prototyping• POC development• Pattern libraries

There’s a lot riding on this – it needs to look

flawless when I present it to the board.

I need repeatable process for new

releases – constant change is business as

usual.

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Experience

Knows which tools to use to ask the right questions at the right time

Real-time sentiment monitoring

Multichannel analytics

“Why would I want to do usability testing? I have 100,000 people

hitting my website every week and all the

data I need.”

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Experience

Listens hard to customers

Customer communities

Big data

Collaboration and co-design

Can we harness the power of customers for

product and service development?

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SXD & Employee engagement

Knows people connect with people who see processes and silos as irrelevant at best

CustomersCustomers

Customers

Customers

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Experience

Sees learning and collaboration as the future

Real-time sentiment monitoring

Multichannel analytics

Customer communities

Big data

MVT & A/BLive beta

Higher production valuesRicher contentMultiformat

Collaboration and co-design

More collaboration between strategy & UX

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