Agility and Customer Experience

Experience Design Consulting

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design-led approach=success

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many touchpoints


know what not to build


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•! Graphic Designer

•! Creative Director

•! Information Architect

•! Interaction Designer

•! Product Design

•! Customer Experience

•! Experience Design

•! Experience Architect

•! Customer Centered Design

•! Human Computer Interaction

Graphics Data Experience Interaction

•! User Experience (UX)

Agility and….

people who focus on making digital products better

(for the end-users)


Customer Experience


Customer Experience

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Product Development Lifecycle


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Customer Experience

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what do you see?


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Big Upfront Design


Big Upfront Design – why it’s bad

Isolated, non-collaborative approach


Big Upfront Design – why it's bad

UX make it worse by setting

unrealistic expectations



We forget we

are building products not

documents!



People who build

are not even involved in the

design!



People are not empowered to take ownership

and manage the process better !



Trust is lost!



Big ideas that may

not be feasible,

done slowly


Blind Incremental Development


Blind Incremental Development – why it's bad

Assumes the

business knows what it wants

upfront!



UX Designers and end

users are not involved!

Business

acts as proxy for

the end user!



Delivering an IT

solution rather than

an experience

solution!



Prone to general

chunkiness due to lack of cohesion and

lack of clear vision!



Small ideas that are

technically feasible…

but still may not

deliver real value to

consumers…

done very quickly !


Big Upfront Design

•! Isolated, non-collaborative

approach

•! Includes customer research

BUT often fails to turn these insights into actionable designs

or initiatives

•! Slow, bloated and ineffective at

delivering

Blind Incremental Development

•! Collaborative, BUT often within a

limited team

•! Often does NOT include

discovery about consumer needs, focuses on the business acting as

a proxy for the consumer

•!Fast BUT often incremental, not

truly iterative and may not deliver real value to its intended audience

(Customers)

Big ideas that may not be

feasible, done slowly

Small ideas that are

technically feasible… but still may not deliver real value to

consumers, done very quickly

BAD Still BAD


So what’s the solution?


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Let’s talk about Envisioning


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Standard

Approach

create paper based

documents of

increasing visual fidelity

which imply functional

behaviour

Agile UX

Approach

create interactive prototypes of

increasing

functional and visual fidelity in

order to model and test

functional

behaviour and the interactive

user experience

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It’s not graphic design…


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What makes Envisioning different?

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Envisioning


Envisioning

Lots of User Interaction

Functional Experiential

Very Little User Interaction


Envisioning

Bus BA DEV QA

IM UX End Users


Envisioning

Bus BA DEV QA

IM UX End Users

End Users

Business


Envisioning

Bus BA DEV QA

IM UX End Users

End Users

Business

Jeff Patton

X

“It’s not an

iteration if you

only do it only

once”


Envisioning

Bus BA DEV QA

IM UX End Users


Envisioning

Bus BA DEV QA

IM UX End Users

Lean, Spare & Correct Full, complete Build

efficiently


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Other industries prototype, why don’t we…


Fail Fast

Fail Early

Fail Cheaply

Innovation mantra…


Take a step back… the product lifecycle


UX

Design for iteration 3

Review Iteration 1 User Test Both

Dev

Implement High Dev Cost, Low UX cost

features

Dev

Implement UX Design Dev

Implement UX Design

UX

Design for iteration 4 Review Iteration 2

User Test Both

Iteration 1

Release

Iteration 2 Iteration 3

UX

Design for Iteration 2

design analysis

UX Prototype

Usability Test

design analysis

UX Prototype

Usability Test

design analysis

UX Prototype

Usability Test

Dev

Implement UX Design

Iteration 4

Dev

Non Functional Build / Deployment

Iteration 5

UX

Ideation and Conceptual Design for next release

Inception

Visioning

Ideation and Conceptual Design

•! Short iterative design steps and regular testing cycles

•! Transition from “incremental” design to truly “iterative” design •! Multidisciplinary team with UX facilitating the design process

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Fully integrate to ensure quality…


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Become part of the design process

please

help!


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Envisioning Pilot

•! Context : REA and Transformation

•! Results : Things we discovered about the

Envisioning approach


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Add experience design to your teams


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bring users in continuously


balance research and testing


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build personas from real users


go where it is used


Distil findings… fast


update the designs


set up the design wall


a place for ideas & challenges


joint design sessions


pair


build interactive prototypes


track actual usage


multi-variant testing


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get serious about experience quality


A lot of people are thinking about how to do

this…


experience


stay agile


success


empowerment


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take the initiative


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Agility and Customer Experience

Technology

Transcript of Agility and Customer Experience