Hi!

Optimal Experience What we believe User centred design

User centred

design puts the

user at the centre

of your service.

Optimal Experience What we believe User centred design

World class companies don’t compete on services, products, technology, or features.They compete on experience.World-class experience comes from user insight anduser-centred design.

The best way to remedy a problem –whether with a product, system, service, or channel – or to create things that are new to the world……is with user centred design.

Our mission

Helping organisations deliver better human experiences

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80% of companies believe theyprovide a superior proposition

!Source: Bain & Co. survey of 400 firms

Companies perception of

themselves

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…but just 8% of their customersagree with them

!Source: Bain & Co. survey of 400 firms

customers’

perception of

companies propositions

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64% of shoppers have !immediately bought from a

competitor after poor service. !

Source: Oracle’s 2012 CX Index Report

What happens when

perception and

experience don’t

meet…

Optimal Experience What we believe User centred design

Competitiveness

user centred design 101

most of the time User

centred design meant

usability testing.

http://www.sheffield.ac.uk/polopoly_fs/1.37826!/file/Web-Page-Usability-Testing.jpg

ten years ago ucd had clear constraints, a screen, keyboard and mouse.

competitiveness meant sales optimisation

Hot Ucd topics from ten years

ago: •Should we open a pop-up

window? • How fast is your modem?

•Where should the navigation

bar go, top or left?

• Big news - the BBC news site

ditches 640 for 800.

people took some

convincing that flash

wasn’t the answer to

everything.

http://www.thegooglecache.com/rants-and-raves/should-i-make-a-flash-site-flash-website-flowchart/

in 2007 Ucd and self

service moved into the

world. the user’s context

became the critical factor

to self service and

competitiveness

But What makes

great self

service?

optimal self service is based around a high demand, simple choice that is quick to make.

frustration

convenienceself service controls variable costs, but fixed costs are high.

creating something simple and fast is hard

work.

simple self service doesn’t come cheap!

“Across all countries, research into New Zealand prior to arrival is done primarily through online channels, with half to one-third of all research conducted online.”

low variable costs

high fixed costs

“Almost 90% of customers use car dealer Websites or OEM Websites in the early steps of their decision making journey.“ !Innovating automative retail - McKinsey

low variable costs

high fixed costs

Don’t make

me think

the era of usability testing tackled high demand, simple, quick choices.

What once seemed tremendously challenging is now common place.

low hanging fruit

https://www.flickr.com/photos/11263821@N05/2224626086/

no more low

hanging fruit

we’re left with low demand tasks that include complex choices that take time to make. !frequently users don’t have the practical expertise to help them through a complicated self service experience.

https://www.flickr.com/photos/11263821@N05/2224626086/

What are the

implications of

getting it wrong?

Self service encourages speed and impatience. In users and in the staff who talk to customers. !Everyones expected to have done the research, practiced the techniques and have plentiful experience.

Self service

divorce anyone?

would divorce in three easy steps be a good idea?

through innovation &

differentiation

complex services need user involvement from the start, not just at the end.

Competitiveness

Ethnography and

contextual interviews,

with users.

Start at the beginning, with empathy and insight.

persona development

use personas to represent archetypal users as you make decisions.

Align the business needs with the tasks, goals and motivations of your customers.

Stakeholder interviews,

with the business

product Vision and design

principle workshops

define your product and the principles that will govern the choices and direction your product takes.

co-design workshops

ideate. provide the opportunity for divergent thinking, in a collaborative environment.

one off

tasks

High complexity

multiple channelsmultiple

touchpoints

Competitiveness in

the context of:

what are the consequences of choosing the wrong health insurance policy? !•not enough cover? • complicated shared cover? • preexisting conditions not covered?

• cover not available when you’re abroad?

How many times do you

choose health insurance in

a lifetime?

Self service and competitiveness isn’t just about controlling fixed costs.

Reflectionanticipation

conversationseeking counsel

complex low demand high complexity tasks like choosing health insurance can be delivered as a self service. but don’t forget to be compassionate.

wait, what was all that? • frequently made choices suit simple fast self service. • iterative design leads to an optimised user experience. • once in a lifetime decisions require compassionate experiences what

include other people. • empathy means understanding

customers’ complex needs and differentiating through the user experience.

UCD may mean an

organisational

behaviour change.

!Do the one smallest

thing you can.

!Involve one user early.

Thanks!@silverfoxyboy