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vince baskerville | @whoisvince#connectjs
LEARNING OBJECTIVES
‣How to focus on problems, assumptions and success criteria to then lead the design iterative process
‣ Familiarity with a UX Strategy canvas to track, measure and learn how to continue building great products
‣Understanding how to work with not having proper resources, creative isolation and organizational ignorance / hostility
vince baskerville | @whoisvince#connectjs
AGENDA
1. Definitions
2. Articulating assumptions & problems
3. Identify high level key components
4. Defining Success
5. Prepare for team presentations
vince baskerville | @whoisvince#connectjs
Strategy is a high level plan to achieve one or more goals under conditions of uncertainty
vince baskerville | @whoisvince#connectjs
Key Components 1. Diagnosis — defines or explains
the nature of the challenge
2. Guiding Policy — for dealing with the challenge
3. Action Plans — designed to carry out the guiding policy
vince baskerville | @whoisvince#connectjs
A UX STRATEGY‣ is a hypothesis-led plan that takes information about your business +
your users and turning it into an actionable approach for a desirable CX. It must overlap with the overall business strategy
vince baskerville | @whoisvince#connectjs
Assumption
● Current 1:1 emails aren’t scalable ● Sales users can’t use assets created
by the Marketing team ● Sales users can’t send template
emails in their own custom workflow
Sales users want to increase their personal touch to a larger number of prospects and leads, however the individual time it takes can’t scale efficiently
Problems
EXAMPLEMicro-Campaigns (theme)
vince baskerville | @whoisvince#connectjs
DEFINE THE PROBLEMS
• Ask yourself these questions:
• What are the core issues & problems we’re attempting to solve with this feature/product?
• What are we assuming users would do as a result because of this solution?
• How are they currently working around the issue now?
• Is it still worth investing in a new solution? Why?
vince baskerville | @whoisvince#connectjs
AssumptionOur _______ users want to _____________________________________ ; however, they can’t now because _________________________________________________.
WRITE AN ASSUMPTION STATEMENT
vince baskerville | @whoisvince#connectjs
STAKEHOLDER & PM DEPENDENCY
Your UX team will be able to work best once the top 3 product drivers have been set and explicitly laid out:
1. Vision 2. Themes 3. Epics 4. Features
vince baskerville | @whoisvince#connectjs
• Vision • To be the dominant product of choice for both Sales & Marketing teams
seeking automation and the ability to leverage customer insights!
• Themes • Micro-Campaigns • Data & Analytics • Scaling Serendipity
EXAMPLEVision & themes for new Sales Tools product
vince baskerville | @whoisvince#connectjs
THE HEART FRAMEWORK• Happiness — measures of user
attitudes, often collected via survey
• Engagement — level of user involvement, typically behavioral proxies such as frequency, intensity, or depth of interaction over some time period
• Adoption — new users of a product or feature
• Retention — the rate at which existing users are returning
• Task success — behaviors such as time to complete a task, effectiveness (e.g. percent of tasks completed), & error rate
vince baskerville | @whoisvince#connectjs
EXAMPLEMicro-Campaigns (theme)
goals metrics
happiness The perceived ease of use & general satisfaction is high 8+ on NPS surveys
engagement Increased communication & usage of marketing templates / assets from sales users
10% increase of recurring sessions 40%+ total usage
adoptionMajority of sales users are continuing to use
this product as their primary way to send emails to leads
80%+ successful adoption within 6 months
retention
task successCan send template email to 10 users w/o help
Can send to 50 users faster than existing current method
90% success rate New way is better than old way 100% of the
time
vince baskerville | @whoisvince#connectjs
• Vision • To be the dominant product of choice for both
Sales & Marketing teams seeking automation and the ability to leverage customer insights!
• Themes • Tracked Emails • Data & Analytics • Scaling Serendipity
• Epics • Sales Engage • Reporting • Lead Deck • S1
vince baskerville | @whoisvince#connectjs
Assumption
● Current 1:1 emails aren’t scalable ● Sales users can’t use assets created
by the Marketing team ● Sales users can’t send template
emails in their own custom workflow
Sales users want to increase their personal touch to a larger number of prospects and leads, however the individual time it takes can’t scale efficiently
Problems
EXAMPLEMicro-Campaigns (theme)
vince baskerville | @whoisvince#connectjs
*Re-defining the ProblemSales users will need the ability to view success reports based on their Sales Engage email sends
vince baskerville | @whoisvince#connectjs
Assumption
● Sales users have to send manual emails to their prospects
● These emails don’t have an easy to to view aggregate report analytics ● These emails aren’t able to pull in previously successful template analytics
If sales users can see which templates and emails are performing the best, they’ll be able to tighten the sales cycle for current and future prospects
Problems
vince baskerville | @whoisvince#connectjs
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