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We make changes to our user experiences based on heuristics, usability testing, and data, but do we really know if we’re improving the overall experience over time and across projects?
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© 2010 The Vanguard Group Inc. All rights reserved. 1
Experience Strategy:Dealing with a UX Mid-life CrisisRichard DaltonRob WeeningIA Summit, Phoenix, April 10th 2010
© 2010 The Vanguard Group Inc. All rights reserved. 2http://www.flickr.com/photos/mrbigdog2k/2539218247/
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© 2010 The Vanguard Group Inc. All rights reserved. 7
© 2010 The Vanguard Group Inc. All rights reserved. 8
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© 2010 The Vanguard Group Inc. All rights reserved. 12
At mid-life we discovered two problems:• Project teams are too focused on their goals and don’t consider the
bigger picture• We have no consistent way to gauge success
We have these problems because we don’t have a common language for describing the objectives of the experience
TasksUsers do things to try to meet their goals
… and the business wants users to do things so it can meet its goals
Goals
Projects
Are realized through
Are enabled & encouraged by
Are created & changed by
Capabilities
© 2010 The Vanguard Group Inc. All rights reserved. 13
Users have goals
… and the business has goals
Projects create new capabilities
Projects change existing capabilities
Capabilities help users to do the tasks they want to do
… and encourage users to do the tasks the business wants them to do
+ EmotionsUsers also have feelings about their goals & tasks
… and the business wants to encourage certain feelings
Goals
Projects
Are realized through
Are enabled & encouraged by
Are created & changed by
Capabilities
© 2010 The Vanguard Group Inc. All rights reserved. 14
Users have goals
… and the business has goals
Projects create new capabilities
Projects change existing capabilities
Capabilities help users to do the tasks they want to do
… and encourage users to do the tasks the business wants them to do
User-driven tasks
Business-driven tasksCapabilities
Follow Vanguard’s investing principles
Learn why Vanguard is great
Bring assets to Vanguard
Use Vanguard's products & services
Self-provision on the web
Spread the word about Vanguard
Trust Vanguard
Find an investment company
Act on my investments
Help my heirs be successful at Vanguard
Make good investment decisions
Monitor my investments
Stay current on news and commentary
Deal with taxes
Help other people be successful investors
Web
Phone
Paper
Mobile devices
Radio/TV
90 tasks groupedinto 8 categories
45 tasks groupedinto 7 categories
635 capabilities and counting …
© 2010 The Vanguard Group Inc. All rights reserved. 15
User-driven tasks
Business-driven tasksCapabilities
Follow Vanguard’s investing principles
Learn why Vanguard is great
Bring assets to Vanguard
Use Vanguard's products & services
Self-provision on the web
Spread the word about Vanguard
Trust Vanguard
Find an investment company
Act on my investments
Help my heirs be successful at Vanguard
Make good investment decisions
Monitor my investments
Stay current on news and commentary
Deal with taxes
Help other people be successful investors
Web
Phone
Paper
Mobile devices
Radio/TV
90 tasks groupedinto 8 categories
45 tasks groupedinto 7 categories
635 capabilities and counting …
© 2010 The Vanguard Group Inc. All rights reserved. 16
Capability Strategy Sheet Experience Strategy Map
Rollover Offer(web)
User-driven tasks
Business-driven tasksCapabilities
© 2010 The Vanguard Group Inc. All rights reserved. 17
Rollover Offer(web)
User-driven tasks
Business-driven tasksCapabilities
© 2010 The Vanguard Group Inc. All rights reserved. 18
Explore Vanguard’s range of products
Search for candidates
Find out about Vanguard’s reputation
Find an investment company
Find out if there are fees to do a rollover
Rollover Offer(web)
Use Vanguard’s products & services
User-driven tasks
Business-driven tasksCapabilities
© 2010 The Vanguard Group Inc. All rights reserved. 19
Explore Vanguard’s range of products
Search for candidates
Find out about Vanguard’s reputation
Make good investment decisions
Get investment recommendations
Get information about investments
Learn the process and benefits of rollovers
Act on my investments
Rollover my 401(k) to Vanguard
Transfer my IRA to Vanguard
Find an investment company
Find out if there are fees to do a rollover
Learn why Vanguard is great
Learn why our mutual funds are great
Learn how we can help you do a rollover
Learn about the Vanguard story
Bring assets to Vanguard
Rollover 401(k) plans into Vanguard IRAs
Invest in simplified investing solutions
Use Vanguard for advice or guidance
2
3
4
5
6
8
9
10
© 2010 The Vanguard Group Inc. All rights reserved. 20
Find out about Vanguard’s reputation
Get investment recommendations
Get information about investments
Learn the process and benefits of rollovers
Rollover my 401(k) to Vanguard
Transfer my IRA to Vanguard
Find out if there are fees to do a rollover
Learn why our mutual funds are great
Learn how we can help you do a rollover
Learn about the Vanguard story
Rollover 401(k) plans into Vanguard IRAs
Invest in simplified investing solutions
7
1
Emotional considerations
High-level approach
Success criteria – “what is good?”
2
3
4
5
6
8
9
10
© 2010 The Vanguard Group Inc. All rights reserved. 21
Find out about Vanguard’s reputation
Get investment recommendations
Get information about investments
Learn the process and benefits of rollovers
Rollover my 401(k) to Vanguard
Transfer my IRA to Vanguard
Find out if there are fees to do a rollover
Learn why our mutual funds are great
Learn how we can help you do a rollover
Learn about the Vanguard story
Rollover 401(k) plans into Vanguard IRAs
Invest in simplified investing solutions
7
1
Emotional considerations
High-level approach
Success criteria – “what is good?”
Anxious Confident
Frustrated Delighted
Disinterested Engaged
Confused Informed
Regretful Reassured
Envious Content
Alone Supported
Skeptical Trusting
2
3
4
5
6
8
9
10
© 2010 The Vanguard Group Inc. All rights reserved. 22
Find out about Vanguard’s reputation
Get investment recommendations
Get information about investments
Learn the process and benefits of rollovers
Rollover my 401(k) to Vanguard
Transfer my IRA to Vanguard
Find out if there are fees to do a rollover
Learn why our mutual funds are great
Learn how we can help you do a rollover
Learn about the Vanguard story
Rollover 401(k) plans into Vanguard IRAs
Invest in simplified investing solutions
7
1
Emotional considerations
High-level approach
Success criteria – “what is good?”
Many users aren’t sure what they need to know in order to make a good decision. Offering too much information can lead to decision paralysis
Confused Informed2
3
4
5
6
8
9
10
© 2010 The Vanguard Group Inc. All rights reserved. 23
Find out about Vanguard’s reputation
Get investment recommendations
Get information about investments
Learn the process and benefits of rollovers
Rollover my 401(k) to Vanguard
Transfer my IRA to Vanguard
Find out if there are fees to do a rollover
Learn why our mutual funds are great
Learn how we can help you do a rollover
Learn about the Vanguard story
Rollover 401(k) plans into Vanguard IRAs
Invest in simplified investing solutions
7
1
Emotional considerations
High-level approach
Success criteria – “what is good?”
Many users aren’t sure what they need to know in order to make a good decision. Offering too much information can lead to decision paralysis
Confused Informed
Provide summary information about investments appropriate for rollovers within this capability. Provide contextual access to the full investment information – and an easy path back
2
3
4
5
6
8
9
10
© 2010 The Vanguard Group Inc. All rights reserved. 24
Find out about Vanguard’s reputation
Get investment recommendations
Get information about investments
Learn the process and benefits of rollovers
Rollover my 401(k) to Vanguard
Transfer my IRA to Vanguard
Find out if there are fees to do a rollover
Learn why our mutual funds are great
Learn how we can help you do a rollover
Learn about the Vanguard story
Rollover 401(k) plans into Vanguard IRAs
Invest in simplified investing solutions
7
1
Emotional considerations
High-level approach
Success criteria – “what is good?”
Many users aren’t sure what they need to know in order to make a good decision. Offering too much information can lead to decision paralysis
Confused Informed
Provide summary information about investments appropriate for rollovers within this capability. Provide contextual access to the full investment information – and an easy path back
80% of people who navigate to the full investment information from this page should use the in-page links vs. global navigation
2
3
4
5
6
8
9
10
© 2010 The Vanguard Group Inc. All rights reserved. 25
Find out about Vanguard’s reputation
Get investment recommendations
Get information about investments
Learn the process and benefits of rollovers
Rollover my 401(k) to Vanguard
Transfer my IRA to Vanguard
Find out if there are fees to do a rollover
Learn why our mutual funds are great
Learn how we can help you do a rollover
Learn about the Vanguard story
Rollover 401(k) plans into Vanguard IRAs
Invest in simplified investing solutions
7
1
34 7 8 1
5
2
4
7
4
5
10
2
3
4
5
6
8
9
10
© 2010 The Vanguard Group Inc. All rights reserved. 26
Find out about Vanguard’s reputation
Get investment recommendations
Get information about investments
Learn the process and benefits of rollovers
Rollover my 401(k) to Vanguard
Transfer my IRA to Vanguard
Find out if there are fees to do a rollover
Learn why our mutual funds are great
Learn how we can help you do a rollover
Learn about the Vanguard story
Rollover 401(k) plans into Vanguard IRAs
Invest in simplified investing solutions
7
1
34 7 8 1
5
2
4
7
4
5
10
2
3
4
5
6
8
9
10
© 2010 The Vanguard Group Inc. All rights reserved. 27
Find out about Vanguard’s reputation
Get investment recommendations
Get information about investments
Learn the process and benefits of rollovers
Rollover my 401(k) to Vanguard
Transfer my IRA to Vanguard
Find out if there are fees to do a rollover
Learn why our mutual funds are great
Learn how we can help you do a rollover
Learn about the Vanguard story
Rollover 401(k) plans into Vanguard IRAs
Invest in simplified investing solutions
7
1
34 7 8 1
5
2
4
7
4
5
10
2
3
4
5
6
8
9
10
© 2010 The Vanguard Group Inc. All rights reserved. 28
Find out about Vanguard’s reputation
Get investment recommendations
Get information about investments
Learn the process and benefits of rollovers
Rollover my 401(k) to Vanguard
Transfer my IRA to Vanguard
Find out if there are fees to do a rollover
Learn why our mutual funds are great
Learn how we can help you do a rollover
Learn about the Vanguard story
Rollover 401(k) plans into Vanguard IRAs
Invest in simplified investing solutions
7
1
34 7 8 1
5
2
4
7
4
5
10
2
3
4
5
6
8
9
10
© 2010 The Vanguard Group Inc. All rights reserved. 29
Find out about Vanguard’s reputation
Get investment recommendations
Get information about investments
Learn the process and benefits of rollovers
Rollover my 401(k) to Vanguard
Transfer my IRA to Vanguard
Find out if there are fees to do a rollover
Learn why our mutual funds are great
Learn how we can help you do a rollover
Learn about the Vanguard story
Rollover 401(k) plans into Vanguard IRAs
Invest in simplified investing solutions
7
1
34 7 8 1
5
2
4
7
4
5
10
2
3
4
5
6
8
9
10
© 2010 The Vanguard Group Inc. All rights reserved. 30
Find out about Vanguard’s reputation
Get investment recommendations
Get information about investments
Learn the process and benefits of rollovers
Rollover my 401(k) to Vanguard
Transfer my IRA to Vanguard
Find out if there are fees to do a rollover
Learn why our mutual funds are great
Learn how we can help you do a rollover
Learn about the Vanguard story
Rollover 401(k) plans into Vanguard IRAs
Invest in simplified investing solutions
7
1
© 2010 The Vanguard Group Inc. All rights reserved. 31
Capability Strategy Sheet
1. Ensures that project teams are aware of the full scope of the capability and what is most important
2. Helps sponsors to stay focused on tasks and their priorities rather than design decisions
3. Supports controlled evolution of capabilities by providing a stable framework to evaluate success or failure
© 2010 The Vanguard Group Inc. All rights reserved. 32
Check my balanceFind out how much money I’ve made
Am I on track to reach my goal?
Monitor my investments
Check the status of transactions
tasks
© 2010 The Vanguard Group Inc. All rights reserved. 33
Check my balanceFind out how much money I’ve made
Am I on track to reach my goal?
Monitor my investments
Check the status of transactions
tasks
Web
Phone
capabilities
Statement
© 2010 The Vanguard Group Inc. All rights reserved. 34
Check my balanceFind out how much money I’ve made
Am I on track to reach my goal?
Monitor my investments
Check the status of transactions
Client Homepage
Account Balances
Statement
Balances call
tasks
Web
Phone
capabilities
© 2010 The Vanguard Group Inc. All rights reserved. 35
Experience Strategy Map
1. Shows which capabilities support which client tasks across all channels – useful as we think about consistency of the experience
2. Shows the health of the entire experience - helping sponsors prioritize which capabilities should be improved
© 2010 The Vanguard Group Inc. All rights reserved. 36
Look daunting but its composed of simple elements
http://en.wikipedia.org/wiki/Mandelbrot_set
© 2010 The Vanguard Group Inc. All rights reserved. 37
We need our business partners to spread the idea throughout the organization
http://www.flickr.com/photos/63197350@N00/471062320/
© 2010 The Vanguard Group Inc. All rights reserved. 38http://commons.wikimedia.org/wiki/File:Two_silhouette_profile_or_a_white_vase.jpg
Helping the business …
… to reframe their ideas
© 2010 The Vanguard Group Inc. All rights reserved. 39
http://yearofadventure.wordpress.com/2008/09/16/ode-to-my-triptik/
The same goals, tasks & emotions can often describe the current and future state
http://www.flickr.com/photos/rapo/2251688164/
© 2010 The Vanguard Group Inc. All rights reserved. 40
The journey is as important as the destination
http://www.flickr.com/photos/quitelucid/246647500/
© 2010 The Vanguard Group Inc. All rights reserved. 41
Richard DaltonRob Weening
[email protected] [email protected]@mauvyrusset
Thanks also to Steve Weber