@cathycracks

Crafting Experience StrategyUX Strategies Summit. San Francisco. Jun 12!Cathy Wang@cathycracks

@cathycracks

@cathycracksCathy Wang

Dreamer of the future. Nomadic Vancouverite found mostly in Europe. Lover of whisky.

Director, User Experience at epam Empathy Lab

@cathycracks

The Traveling Salesman Problem

@cathycracks

ant colony optimisation algorithmthe solution

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@cathycracks

a complex problem in a network of touchpoints

Disconnect in Experience

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orgusers

Business goals

Corporate strategy

Infrastructure

capability & culture

Layers of services

delivered through

Internal product / services

B2B services & integration

Goals

Needs

Expectations

Emotions

@cathycracks

Designing interactions within a network of systems to deliver meaningful product / services.

Experience Strategy:

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the way we experience the world is changing

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how services/products reach us has changed

@cathycracks SPECIAL THANKS: Marei Wllersberger

NOW FUTURE

frame of mindABSTRACT

CONCRETE

What do we want to do?

How do we get to the future?

What can we do to make it happen?

How does this compare to now?

@cathycracks

NOW FUTURE

ABSTRACT

CONCRETE

frame of mind

PLANASPIREASPIRE PLAN

EXECUTEMEASURE

@cathycracks

Marketplace Business Product/Services Customer Enablers

Experience Strategy Framework

ASPIRE

PLAN

EXECUTE

MEASURE

@cathycracks

Marketplace Business Product/Services Customer Enablers

Narrow-Minded Approach

ASPIRE

PLAN

EXECUTE

MEASURE

Look at this app that can do this and that

We should have an app

We have an app!

@cathycracks

Narrow-Minded Approach

Marketplace Business Product/Services Customer Enablers

ASPIRE

PLAN

EXECUTE

MEASURE

The customers are not using the app

Who will provide content for the app

Our app does not stand out

“Sorry you can’t login with your

existing username”

@cathycracks

The interconnected system

Enablers

Customer Business

Product / Service

Marketplace

Experience Strategy

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ASPIREWhat do we want to do?

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Design Research

http://www.dubberly.com/articles/an-evolving-map-of-design-practice-and-design-research.htmlLiz Sanders

@cathycracks

2. APPLY1. ANALYZE

TREND CANVASCONSUMER

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Shifts: Long-term, widespread macro changes Triggers: Recent, short-term changes or technologies

Emerging Consumer

Expectations

TREND:

Basic Needs 'ULYHUV�RI�&KDQJH+RZ�DQG�ZKHUH�FRXOG�\RX�DSSO\�WKLV�WUHQG�WR�\RXU�EXVLQHVV"

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Inspiration

Who

Look into the Future

@cathycracks

Building Market Context

Informational Commercial

Service Oriented

Product Oriented

UK telcom service provider service mapping

@cathycracks

Discover new opportunities

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PLANHow do we get to the future?

@cathycracks

An organization’s ability to learn, and translate that

learning into action rapidly, is the ultimate competitive advantage.

- Jack Welch

@cathycracks

Long-term

Digital Roadmap

Mid-term

Short-term

Low-hanging fruit

Org capability Tech capability

- team of 7 in place - innovation centre up and

running

- Content development team established

~12 months

~6 months

~3 months

now

- outsource analytics data

- migration to new platform completed

- CDN server up and running

- VDN license in place

- migration from native app to hybrid app completed

tablet

mobile

web

others

KPI checkpoint KPI checkpoint

@cathycracks

EXECUTEWhat can we do to make it

happen?

@cathycracks

Experience Design

• UI • Product • Print • HTML/CSS

• Emotion • Service

Tangible Intangible

informed bymarketplace business product / services customer enablers

@cathycracks

Precious Studio. Multiscreen patternshttp://previous.precious-forever.com/2011/05/26/patterns-for-multiscreen-strategies/

Ecosystem of multi-screensExperience does not happen on just 1 screen. Designing the experience between the screens.

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Service DesignDesigning the intangible to bring value.

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Emotion Journey

Phase of Journey Awareness Consideration Intent Decision Use

Emotional Experience

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MEASUREHow does this compare to now?

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Did we fulfill what we planned to do?Qualitative v.s Quantitative KPIs

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Product

Iteration

New Product

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Marketplace Business Product/Services Customer Enablers

ASPIRE

PLAN

EXECUTE

MEASURE

Non-Linear Process

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Marketplace mCommerce Market

Business Revenue Stream Partnership

Product / Service New Service

Customer Uninterrupted flow

Enabler #shopthis

@cathycracks

Look at the bigger picture.

Step outside of the problem to solve a problem.

Systematic Thinking

Holistic Approach

Ongoing IterationRefine with findings to stay competitive.

@cathycracks

http://en.wikipedia.org/wiki/Travelling_salesman_problem

Further ReadingsTraveling Salesman Problem

Emergence: The Connected Lives of Ants, Brains, Cities, and Software http://www.amazon.com/Emergence-Connected-Brains-Cities-Software-ebook/dp/B008TRUBLY/

http://trendwatching.com/trends/consumertrendcanvas/Consumer Trend Canvas

http://remote.bergcloud.com/developersBerg Cloud Developer

http://newsroom.mastercard.com/press-releases/wired-1st-to-pilot-in-content-purchasing-via-mastercards-shopthis/Wired + MasterCard’s ShopThis

London Underground Baby-on-board badgehttp://www.tfl.gov.uk/transport-accessibility/pregnant-women-and-pushchairs

http://thenounproject.com/driskell

https://twitter.com/sandeepa

Credits