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7 Steps for Creating Differentiated Experiences For some reason nearly all projects with UX involvement have experience principles as a deliverable in the Statement of Work. On first glance, these values can look rather made up, no traceability, little reflection of the brand or where the future lies. So what are they and who are they for? I've certainly seen a fair whack of projects where, in all honesty, they've been two weeks waste of time coming up with a bunch of words and ‘best practice’ examples of them – ultimately with zero resemblance to the final product. This session will cover: 1. What experience principles really are 2. How to find and use brand values 3. Writing how they manifest these value in digital touchpoints 4. Knowing how they may change for differing customer groups 5. Creating workshops for executives for input 6. Documenting for sharing 7. Using for future idea generation and critique of work in progress With a template to work through during the talk, all participants will leave with a good understanding of what experience principles are and how to create them collaborating with senior clients.
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Differentiated experiencesJONATHAN LOVATT-YOUNG
#UCD14
7 steps to creating
A supermarket story…
I believe most experience principlesare a complete waste of time
7 things 30 mins Get in front of the CEO
1\\ What experience principles really are
SIMPLE
ENJOYABLE
REVEALING
Experience that actively set Preference Emotion Loyalty How are you designing that into your products?
Action: align your Bricks Clicks PeopleCreate a continuous customer journey Otherwise you’ll feel like 3 brands…
Are you on-brand? It’s not about the logo…
Innovation launchpad Evaluation Research
1. Have you been on a full service shadow?
Schedule it 2. What are your experience principles?
Write them down 3.How are they woven into the business?
Find the operating model
2\\ How to find and usebrand values
Find the brand managerand seek the strategy
Validate the strategy with senior managementBusiness vision, mission and programmesDoes what you have = their mind/reality?
Extract the bit that matters The values
Typically 3-5 things Genuine and unique Explained how they’re used
1. Who is the brand manager?
Find them 2. Do you know the values history?
Schedule a briefing 3.Are moments of truth documented?
See the evidencing
3\\ Writing how they manifest in digital touch points
Marketing and advertising agencies will have examples how the values work
Stores Contact centres TV and press
DON’T FORGET
Internal behaviour
Ensure you have a good split of
+
Rational Emotional
A blend of existing behaviours and new ideas
Brainstorm how the brand value could be experienced through digital
1. Tag values - rational and emotional
Workshop it out 2. Find other channel experiences
Service safari to catalogue 3. How they could work digitally
Differentiating
4\\ Knowing how they change for personas
Who are you designing for?
Personas Segments Pen portraitsNot all organisations have detailed personas… some even have none. Shock!
Simplicity for mobile telco Same value… different outcome
Mapping needs and goals
How does the principle apply to them? What are the differences? What patterns are required?
Card sort research Test your patterns Reverse engineer your values
1. User needs and goals
Summarise them 2. How can the values be used?
Apply values and test 3.Stress test
Challenge the value
5\\ Creating workshops for executives
You will need a plan Focus on outcomes
Key dates Time required – short Why they are needed
The rationale for giving up precious time
+
CX Revenue
Customer Experience Index demystifies why do this
Three charts that matter from Forrester
CXI: big opportunity for excellent
Excellent
Good
ok
Poor
Very poor
0 10 20 30 40
10%
23%
31%
34%
3%
Source Forrester North American cx study Q4 2011
-0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8
0.65
-0.41
0.71Willingness to consider
the company for another purchase
Likelihood to switch business to a competitor
Likelihood to recommend to a friend or colleague
High HighModerateModerate LowLow
Correlation between CXI and loyalty
-50
-37.5
-25
-12.5
0
12.5
25
37.5
cxi leaders s&p 500 index cxi laggards
-46.3-1.3
22.5
5 year stock performance of customer experience index leaders vs laggards s&p 500 2007-2012
Source Watermark consulting
Sessions you will needValidation of the strategy, principles debate and differentiators
Wk3
Fact finding and evidencing valuesWk1/2
Final proposal experience mapWk4Touchpoint design evidenced through researchWk7
1. Know the leadership team
Find out about them 2. Ask client lead to get time with them
Schedule 3 x 2 hours 3.Keep them updated on progress
It’s their baby after all
6\\ Documenting for sharing
A word a warning
Big decks with lots of words get ignored Pure UX focus will strangle its usefulness
You will have probably amassed a large amount of documentation
It should feel like
There is a natural flow from the business strategy to the customers
Just tell the story
Completing the model
Business strategy
Delivery programmes
Rational and emotional values
Evidenced in channels
How to use in digital
Customer benefit
And a playback book for everyone No onion required
What is itHow to use itExamples from other brands
1. Start with tiled paper from Illustrator
And prezi reveals it 2. Make it big
Pin it up and leave it 3.Evidence how it comes to life
A simple show and tell
7\\ Using your principles for innovation
Your thinking can be used across the business for new ideas:
All employees Product managers Requirements
Keep on the lookout for delightful customer experiences
Sharing stories
Experience belongs to everyone
Objectives 3+1
A catalyst for what if…
Can we be more different? Extending propositions A rich picture
And finally during product development
Filtering by theme Deepening habit loop Measuring emotion
1. Work with HR and Internal Comms
Get them to run with it 2. Keep a collection
Pinterest/Del/Evernote 3.Perpetual beta
Iterate and develop
7 things you should now know
What experience principles really are How to find and use brand values Writing how they manifest in digital touch points Knowing how they change for personas Creating workshops for executives Documenting for sharing Using for future idea generation
@naughtynorth Head of Service and Experience Design Tribal Worldwide | London
1 2 3 4 5 6 7
Thanks Enjoy all the upcoming great talks
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