View
700
Download
3
Tags:
Embed Size (px)
DESCRIPTION
UXPA 2013 Annual Conference Thursday July 11, 2013 1:30 pm - 2:30pm ET by Paul Bryan UX Strategy is an emerging discipline within the field of user experience. Companies around the world are realizing that they need to move beyond basic usability and interaction design, and begin developing a comprehensive rationale that guides user experience design programs to successful outcomes. This session discusses how to assemble the key components of a user experience strategy. It addresses topics such as establishing a user experience vision, aligning user experience with business strategy, modeling and segmenting user behaviors across channels, developing a UX scorecard that tracks design performance, and producing a UX road map.
Citation preview
Developing a UX Strategy
by Paul Bryan
UX Strategy Group (www.uxstrategy.net)
@paulbryan
UX Strategy Group (www.uxstrategy.net)
TOPICS
Intro Vision
Business strategy alignment Customer data
Competitive landscape Experience modeling
Behavioral segmentation (e.g. personas) Road map
...other
TOPICS
Intro Vision
Business strategy alignment Customer data
Competitive landscape Experience modeling
Behavioral segmentation (e.g. personas) Road map
...other
Paul Bryan UX Strategy Group (uxstrategy.net) 4
CONSULTING
Paul Bryan UX Strategy Group (uxstrategy.net) 5
GROUP
Paul Bryan UX Strategy Group (uxstrategy.net) 6
CONFERENCE
Paul Bryan UX Strategy Group (uxstrategy.net) 7
BOOK
Paul Bryan UX Strategy Group (uxstrategy.net) 8
COLUMN
Paul Bryan UX Strategy Group (uxstrategy.net) 9
CLASSROOM
Paul Bryan UX Strategy Group (uxstrategy.net) 10
Let’s start with some definitions Goal: Desired future state Strategy: Approach, Big Idea or Concept for reaching the goal Tactic: Specific action consistent with the strategy
INTRO
Paul Bryan UX Strategy Group (uxstrategy.net) 11
INTRO
Paul Bryan UX Strategy Group (uxstrategy.net) 12
INTRO
Paul Bryan UX Strategy Group (uxstrategy.net) 13
INTRO
Paul Bryan UX Strategy Group (uxstrategy.net) 14
INTRO
Paul Bryan UX Strategy Group (uxstrategy.net) 15
INTRO
What is a UX Strategy? • Communicates an overarching approach, vision or big
idea that serves as a “North Star” of UX • Aligns user experience design with business strategy • Differentiates a company's products and services from
those of its main competitors • It describes prioritized customer segments, and how
to address their needs, wants, and interactive behaviors • Provides a road map that shows how future releases
progressively achieve high-level goals
Tactical UX: Do what seems best right now
INTRO
Paul Bryan UX Strategy Group (uxstrategy.net) 17
Hey Paul!
Isn’t all UX strategic?
(noogie noogie noogie)
INTRO
Paul Bryan UX Strategy Group (uxstrategy.net) 18
It’s a thing.
You need it.
INTRO
Paul Bryan UX Strategy Group (uxstrategy.net) 19
TOPICS
Intro Vision
Business strategy alignment Customer data
Competitive landscape Experience modeling
Behavioral segmentation (e.g. personas) Road map
...other
Paul Bryan UX Strategy Group (uxstrategy.net) 20
1. Vision VISION
Paul Bryan UX Strategy Group (uxstrategy.net) 21
VISION
“Knowledge is limited. Imagination encircles the world.”
Albert Einstein
Paul Bryan UX Strategy Group (uxstrategy.net) 22
Vision is seeing a desired future state in enough detail to get there
VISION
Paul Bryan UX Strategy Group (uxstrategy.net) 23
VISION
Paul Bryan UX Strategy Group (uxstrategy.net) 24
So is vision only for geniuses?
VISION
Paul Bryan UX Strategy Group (uxstrategy.net) 25
VISION
Go to a quiet place and imagine the future
Paul Bryan UX Strategy Group (uxstrategy.net) 26
TOPICS
Intro Vision
Business strategy alignment Customer data
Competitive landscape Experience modeling
Behavioral segmentation (e.g. personas) Road map
...other
Paul Bryan UX Strategy Group (uxstrategy.net) 27
BUSINESS STRATEGY ALIGNMENT
Paul Bryan UX Strategy Group (uxstrategy.net) 28
BUSINESS STRATEGY ALIGNMENT
“Sound strategy starts with having the right goal.”
Michael Porter
Paul Bryan UX Strategy Group (uxstrategy.net) 29
Hint: This is an arduous process • Establish a relationship with business strategy • Obtain business strategy documentation:
Annual operating plan Market data Competitive data Marketing strategy Prioritization of product development Prioritization of customer segments
• Connect business strategy with specific UX design direction and components
BUSINESS STRATEGY ALIGNMENT
Paul Bryan UX Strategy Group (uxstrategy.net) 30
BUSINESS STRATEGY ALIGNMENT
Paul Bryan UX Strategy Group (uxstrategy.net) 31
BUSINESS STRATEGY ALIGNMENT
Paul Bryan UX Strategy Group (uxstrategy.net) 32
BUSINESS STRATEGY ALIGNMENT
Paul Bryan UX Strategy Group (uxstrategy.net) 33
Can you answer these questions:
1. What moves the needle in profitability in your business? 2. How does UX impact the needle? 3. How does the business vision and operating plan
directly impact UX design? Where can I observe it? 4. What is the ROI of UX success? Does a UX home run
increase revenue 10%, 100%, 1000%? 5. What kinds of customer decision factors influence usage
and profit? Are they category-specific? 6. What barriers do customers currently experience that, if
removed, would yield much higher completion rates? 7. What differentiates your company from competitors?
Are these factors evident in digital channels?
BUSINESS STRATEGY ALIGNMENT
Paul Bryan UX Strategy Group (uxstrategy.net) 34
TOPICS
Intro Vision
Business strategy alignment Customer data
Competitive landscape Experience modeling
Behavioral segmentation (e.g. personas) Road map
...other
Paul Bryan UX Strategy Group (uxstrategy.net) 35
CUSTOMER DATA
Paul Bryan UX Strategy Group (uxstrategy.net) 36
CUSTOMER DATA
“In God we trust. All others bring data.”
W. E. Deming
Paul Bryan UX Strategy Group (uxstrategy.net) 37
Aligning research methodology to design phase
Discovery Formulation Evaluation
Ethnography Depth Interviews Survey Formative Usability Evaluative Usability
Design solution does not exist Key concepts not well-defined
Design solution does exist Key variables can be measured
Initiation
Design Concept
Launch
CUSTOMER DATA
Paul Bryan UX Strategy Group (uxstrategy.net) 38
Actionable Insight = connecting the wires between research data and design
CUSTOMER DATA
Paul Bryan UX Strategy Group (uxstrategy.net) 39
Research methods we use to guide UX Strategy: • Ethnographic research (in homes, stores, offices) • Participatory design (co-creation) • Video diaries • Web analytics • Competitor UX audits • Surveys
Methods we find less useful for UX strategy: • Lab or remote usability testing • Expert design review • A/B, multivariate testing
CUSTOMER DATA
Paul Bryan UX Strategy Group (uxstrategy.net) 40
Example deliverables from customer research: • Customer personas • Purchase models • Customer journey maps, mental models • Prioritized feature set • UX road map • Video highlights • Interaction designs, wireframes, templates • UX metrics scorecard • Comprehensive UX strategy
CUSTOMER DATA
Paul Bryan UX Strategy Group (uxstrategy.net) 41
We find in vivo research is essential to develop a UX Strategy
CUSTOMER DATA
Paul Bryan UX Strategy Group (uxstrategy.net) 42
Video diaries: An inside view of customers’ changing habits
CUSTOMER DATA
Paul Bryan UX Strategy Group (uxstrategy.net) 43
BTW:
Big Data is going to ROCK the world of UX
CUSTOMER DATA
Paul Bryan UX Strategy Group (uxstrategy.net) 44
TOPICS
Intro Vision
Business strategy alignment Customer data
Competitive landscape Experience modeling
Behavioral segmentation (e.g. personas) Road map
...other
Paul Bryan UX Strategy Group (uxstrategy.net) 45
COMPETITIVE LANDSCAPE
Paul Bryan UX Strategy Group (uxstrategy.net) 46
COMPETITIVE LANDSCAPE
“Know thy self, know thy enemy. A thousand battles, a thousand victories.”
Sun Tzu
Paul Bryan UX Strategy Group (uxstrategy.net) 47
COMPETITIVE LANDSCAPE
Paul Bryan UX Strategy Group (uxstrategy.net) 48
COMPETITIVE LANDSCAPE
Paul Bryan UX Strategy Group (uxstrategy.net) 49
COMPETITIVE LANDSCAPE`
Paul Bryan UX Strategy Group (uxstrategy.net) 50
TOPICS
Intro Vision
Business strategy alignment Customer data
Competitive landscape Experience modeling
Behavioral segmentation (e.g. personas) Road map
...other
Paul Bryan UX Strategy Group (uxstrategy.net) 51
""
EXPERIENCE MODELING
Paul Bryan UX Strategy Group (uxstrategy.net) 52
EXPERIENCE MODELING
“Design is not just what it looks like and feels like. Design is how it works.”
Steve Jobs
Paul Bryan UX Strategy Group (uxstrategy.net) 53
Our approach to creating an experience model: • Become very familiar with the real world
phenomenon you want to model (ethnography, video diaries)
• Create a comprehensive list of entities and their relationships
• Sketch the processes that occur and the data that is exchanged
• Group entities and processes that are similar • Consolidate and simplify
""
EXPERIENCE MODELING
Paul Bryan UX Strategy Group (uxstrategy.net) 54
TOPICS
Intro Vision
Business strategy alignment Customer data
Competitive landscape Experience modeling
Behavioral segmentation (personas) Road map
...other
Paul Bryan UX Strategy Group (uxstrategy.net) 55
""
BEHAVIORAL SEGMENTATION
Paul Bryan UX Strategy Group (uxstrategy.net) 56
BEHAVIORAL SEGMENTATION
“People's behavior makes sense if you think about it in terms of their goals, needs, and motives.
Thomas Mann
Paul Bryan UX Strategy Group (uxstrategy.net) 57
Our approach for creating retail personas 1. Review existing customer data and web analytics 2. Conduct in-depth customer research, either
through on-location interviews or ethnographic studies
3. Determine customer needs, wants, motivations, and purchase processes relevant to web, mobile phone, tablets, and/or in-store technology
4. Determine the factors that impact interactive behavior
5. Create real customer profiles that illustrate range of values for key variables
""
BEHAVIORAL SEGMENTATION
Paul Bryan UX Strategy Group (uxstrategy.net) 58
Our approach for creating retail personas 6. Operationalize variables using quantitative methods
(valid and repeatable) 7. Create personas that represent each distinct segment 8. Prioritize personas based on value to the company
(quantitative) 9. Develop a UX strategy to engage top personas 10. Quantify real impact, refine the model
""
BEHAVIORAL SEGMENTATION
Paul Bryan UX Strategy Group (uxstrategy.net) 59
The key is identifying differentiating user attributes: • Level of knowledge in the product category • Awareness of competitive offerings • Willingness to surrender personal information • Willingness to sign up for communications • Need for detailed explanations prior to purchase • Need for personal hand-holding after initial setup • Ability to read text of various sizes and colors on a device • Tendency to check many competitors prior to a purchase • Price sensitivity • Number of devices used • Readiness to use online training to learn new capabilities
""
BEHAVIORAL SEGMENTATION
Paul Bryan UX Strategy Group (uxstrategy.net) 60
Use semantic differential scales to differentiate types
Browses shopping sites on mobile in down time
Never >2x / Day
BEHAVIORAL SEGMENTATION
Paul Bryan UX Strategy Group (uxstrategy.net) 61
TOPICS
Intro Vision
Business strategy alignment Customer data
Competitive landscape Experience modeling
Behavioral segmentation (e.g. personas) Road map
...other
Paul Bryan UX Strategy Group (uxstrategy.net) 62
""
ROAD MAP
Paul Bryan UX Strategy Group (uxstrategy.net) 63
""
The essence of strategy is choosing what not to do.
Michael Porter
ROAD MAP
Paul Bryan UX Strategy Group (uxstrategy.net) 64
Our approach for generating a UX road map: • Gather relevant data • Create the universe of possibilities • Assign a value (typically Business value, Customer
value, Technology effort or cost) • Apply weighting as warranted by the context • Apply a reality check • Stage the resulting prioritized list into releases • Create a product road map
Other approaches: Kano, Surveys, MVP
""
ROAD MAP
Paul Bryan UX Strategy Group (uxstrategy.net) 65
TOPICS
Intro Vision
Business strategy alignment Customer data
Competitive landscape Behavioral segmentation (e.g. personas)
Experience modeling Road map
...other
Paul Bryan UX Strategy Group (uxstrategy.net) 66
""
Anders Ramsay (andersramsay.com)
other...
Paul Bryan UX Strategy Group (uxstrategy.net) 67
""
Anders Ramsay (andersramsay.com)
other...
Paul Bryan UX Strategy Group (uxstrategy.net) 68
""
other...
Paul Bryan UX Strategy Group (uxstrategy.net) 69
Questions?
UX Strategy Group (www.uxstrategy.net)
Thank You!
UX Strategy Group (www.uxstrategy.net)