UX STRAT Europe, Simon Norris, “Thinking Beyond: Humanising the Way We Do Experience Strategy”

London | Bristol | Amsterdam

@simon_norris

@simon_norris

UX STRAT, EUROPE

Thinking beyond: humanising our approach

to experience strategy

@simon_norris

A brand is not just a logo, a website or your business cards... it's an experience

Anon

@simon_norris

What does it mean to call a taxi

in a world where Uber is valued

more highly than the entire taxi market of

most cities?

@simon_norris

What does it mean to book a room or apartment in a world where planning no longer means having to think days or weeks ahead?

@simon_norris

And, what does money mean in an increasingly cashless world?

@simon_norris

A brand for a company is like a reputation for

a person. You earn reputation by doing the

hard things well

Jeff Bezos

@simon_norris

The client’s brief

1. Deliver a compelling brand for the banking customers of tomorrow

2. Identify or create opportunities for future growth of the brand

@simon_norris

@simon_norris

’nimbl’ Quick and light in movement or action (of the mind);able to think and understand quickly

@simon_norris

Brand philosophy & vision

@simon_norris

@simon_norris

@simon_norris

@simon_norris

2 4 5

Ask a parent to activate your card online and

view your PIN

Make sure your allowance is set to top-up your

account regularly

Get the nimbl app and keep an eye on how much you

spend and save

All yours !Your money, your choice.

Now you can spend in store and online or start saving today

Your nimbl card is contactlessJust tap to pay where you see the sign

@simon_norris

@simon_norris

@simon_norris

Brand book

@simon_norris

The client’s brief

1. Deliver a compelling brand for the banking customers of tomorrow

2. Identify or create opportunities for future growth of the brand

Future

@simon_norris

The road ahead - evolving the brand

Building the vision around a sense of ‘confidence’ we’ve deliberately created a space for nimbl to occupy and further grow into.

ProjectManaging money is just one of a wider set of core life-skills parents wish for their children.

@simon_norris

Managing money - evolving the brand

Assertiveness

Managing money

Critical thinking Problem solving

Decision makingEffective

communication

Creative thinking Team working

Life skill

@simon_norris

Developing life skills - evolving the brand

Assertiveness

Managing money

Critical thinking Problem solving

Decision makingEffective

communication

Creative thinking Team working

Life skills

@simon_norris

It ain’t what you do it’s the way that you do it

Ella Fitzgerald

@simon_norris

+ +

A product proposition Payment system for parents of school-aged children

@simon_norris

Create a compelling brand

Brand

@simon_norris

Defining the problem!

Problem notion

• An awareness of what might be the cause

• Some sense of requirement

Problem definition

• A ‘true’ brief • A clear sense of the

problem / opportunity • The ‘effects’ it causes • An understanding of

how to approach it

versus

Brand

@simon_norris

Knowledge of what is does not directly open the door

to what should be.

Albert Einstein

@simon_norris

Original objective: Micro thinking

Brand

Human

Tech

Brand

Technology

@simon_norris

Gaining perspective: Macro thinking

Family Child

Money

Tech

Brand Brand

Tech

Human

Evolving the brand

`Family

Tech

Child

Money

Brand

Technology

Brand

Tech

Human

Brand

@simon_norris

Evolving the brand

`Family

Tech

Child

Money

Brand

Technology

Brand

Tech

Human

@simon_norris

Experience

@simon_norris

Design is the silent ambassador of your brand

Paul Rand

The Double-Diamond design process

@simon_norris

Discover Define Deliver

Diverge

Converge

Create

choic

es Make choices

Diverge

Converge

Create

choic

es

Make choices

Develop Measurement



Diverge

Converge

Create

choic

es Make choices

Diverge

Converge

Create

choic

es

Make choices

Develop Measurement

@simon_norris



Diverge

Converge

Create

choic

es Make choices

Diverge

Converge

Create

choic

es

Make choices

Develop Measurement

@simon_norris



Diverge

Converge

Create

choic

es Make choices

Diverge

Converge

Create

choic

es

Make choices

Develop Measurement

Developed by the UK's Design Council @simon_norris



Diverge

Converge

Create

choic

es Make choices

Diverge

Converge

Create

choic

es

Make choices

Develop Measurement

@simon_norris


Discover Define DeliverDevelop Measurement

Feedback loop


Discover DeliverDevelop

The UX Strategy Illusion

Define


Discover Deliver§ DevelopDefine


Experience focused

@simon_norris

Design is not just what it looks like and feels like. Design is how it works.

Steve Jobs

Taking the client on a design journey

• There in an inherent challenge on taking a client on a journey across a prolonged research and discovery project;

• Ensuring insights are surfaced and explained in terms of how they inform thinking;

• Consensus with the methods and supporting rationale;

• Collaboration is critical;

• Matching with the client.

@simon_norris

@simon_norris

Meet the UX ‘thinkers’ Thinking as a designer, and what this represents

} The power of two

Tim

‘To design is to communicate clearly by whatever means you can control or master.’

Milton Glaser

‘Curiosity breeds creativity.’ Tim

Aled

@simon_norris

First-diamond methodology2 wks

Known

Qualitative

Explore

1-2-1 interviews

Explore & Validate

Focus groups

Quantitative

Validate Primarily

Surveys

8 wks

Analysis, sense-making and insight

Criss-crossing the process

Measurement

1. Starts out highly explorative and

‘divergent’ in nature

2. New insights validate or create new paths for

exploration and discovery

3. Over time, we build a sense of what’s important and what can be ‘pruned’

@simon_norris

@simon_norris

The best vision is insight

Malcolm Forbes

@simon_norris

• Perceived generational divide;

• Value of money less well-understood in a world of digital;

• Children more money focused today;

• Schools not seen to be playing an active part (implying adults see this as an educational issue);

• Banks also not seen to be set-up to manage the financial needs of today’s teenagers.

“Mum, my money’s gone. So we sat down to look at her

bank statements together.”

Mum of Kate, 13

“He didn’t realise he was spending money.”

Dad on his son’s in-app purchases

The meaning of money

1.

active learning

@simon_norris

‘Active learning’ was a cornerstone informing all our brand proposition development work.

The meaning of money

1.

active learning

Family

Parent

Child

Manage

Transact

nimbl

@simon_norris

Drivers for pocket money:

• Emotive recollections by parents: • Happiness; • Maturity; • Reward.

• Parents who received pocket money are 3x more likely to give their children pocket money.

• Extension of parental care whilst away from home.

“I was able to ‘send’ him the money so I knew

he’d get home safely.”

Parent

Under 1 in 3 parents give pocket money for

‘convenience’ reasons.

Survey insight

Feeling over function

2.

@simon_norris

• The Why (feeling) proceeds The What (function);

• To capture emotion and reflect parental desires for care into the brand proposition;

• Create an enduring legacy to drive future brand evolution;

“Today’s financially confident children

will become tomorrow’s financially confident

adults. It’s nimbl, not banking.”

nimbl brand philosophy

Feeling over function Creating a sense of legacy

2.

@simon_norris

• Feeling independence & acting responsibly - freedom;

• Responsibility is ‘given’ or ‘earned’;

• The ‘felt’ confidence is two-way - parent & child;

“He kept taking it out of his wallet to show

his friends.”

Parent, 1-2-1 interviews

Responsibility

3.

@simon_norris

A daisy-chained ‘on-boarding’ experience Why we chose to celebrate symbolic importance

4.

2-3 hrs

Parent orderscard online

Step 1

Order confirmation received

Step 2

Card arrives in post

Step 3

How you getting on? Follow up emails

Step 41-2 wks 2+ wks

Get parents & children thinking about the card arrival and initial usage

Usage tracking Little notifications

along way to support on boarding

Countdown comms Getting ready and

building anticipation

@simon_norris

A brand is not just a logo, a website or your business cards... it's an experience

Anon

Thank you

@simon_norris

London | Bristol | Amsterdam

@simon_norris @we_are_nomensa