Digitally Transforming Business, 30th April 2015, Perth

30 APRIL // 2015

DIGITALLY

TRANSFORMING

BUSINESS

DAN BAKER, DIGITAL EXPERIENCE DIRECTOR

HELEN WHATTLER, DIGITAL EXPERIENCE CONSULTANT

TODAY’S AGENDA

✱ A CHANGING LANDSCAPE

✱ PRINCIPLES FOR DRIVING CHANGE

✱ WORKSHOP ACTIVITIES

✱ SHARED LEARNINGS

WHAT DIGITAL

USED TO BE

WHAT DIGITAL HAS

BECOME

CHANGING THE WAY

YOU DO BUSINESS

THE INTERNET IS AMONG THE FEW THINGS HUMANS HAVE

BUILT THAT THEY DON’T TRULY UNDERSTAND. IT IS THE

LARGEST EXPERIMENT INVOLVING ANARCHY IN HISTORY.

AS GLOBAL CONNECTIVITY CONTINUES ITS

UNPRECEDENTED ADVANCE, MANY OLD INSTITUTIONS AND

HIERACHIES WILL HAVE TO ADAPT OR RISK BECOMING

OBSOLETE.

THE STRUGGLES WE SEE TODAY IN MANY BUSINESSES, ARE

EXAMPLES OF THE DRAMATIC SHIFT FOR SOCIETY THAT

LIES AHEAD, AND WE’VE BARELY LEFT THE STARTING

BLOCKS.

-Eric Schmidt & Jared Cohen, The New Digital Age

”

“

HOW TO DRIVE THE

TRANSFORMATION

AGENDA

Daring to be Digital | Adrian Porter, Head of Strategic Research, Precedent

Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent

DIGITALTRANSFORMATION

DIGITALTRANSFORMATION

HOW DO I START?

CULTURE

ANALYSIS

RATIONAL

EMOTIONAL

CULTURE

ANALYSIS

RATIONAL

EMOTIONAL

CULTURE CHAMPIONS

CULTURE CHAMPIONS

THREE

GUIDING

PRINCIPLES

WORK

COLLABORATIVELY

TELL STORIES

SHOW THINGS

PROTOTYPING

PROTOTYPING FOR PURPOSE

Using them to get

everyone on the same

page, avoiding

misinterpretation of

ideas, using them as a

method to show and

tell.

Prototypes act as a way

to work through your

design solution, giving

you the ability to

evaluate a few different

options, tweak them,

and come up with the

best one.

Using them to sell your

design solution to

internal stake holders

like senior

management, other

designers, or the

engineering team.

Can this experience be

built and implemented

within the business? An

opportunity to assess

early on the scope for

technical build & impact

to the business.

Prototypes allow your

end user to interact with

your product from the

earliest concept designsWork

through

a design

As a common

communication

platform

Sell your

ideas

Gauge

technical

feasibility

User

research

PAPER PROTOTYPES

WIREFRAME PROTOTYPES

INTERACTIVE PROTOTYPES

ACTIVITY 1:

PAPER PROTOTYPING

THE BRIEF

• The City of Perth are hosting a 2-day event over a weekend, celebrating the multiculturalism of our vibrant city.

THE CHALLENGE

• Design a website homepage to promote the event and it's various offerings.

THE REQUIREMENTS

• Provide users with some details about the event (who, what, when, why)• Promote specific event and their details (date, time, location(s), prices,

agenda)• Utilise rich media (i.e. videos)• Promote social channels• Include information about the promoters (i.e. city of Perth) and their

partners• Allow users to subscribe for updates

TIME FOR A COFFEE

BREAK!

USER RESEARCH

A VARIETY OF METHODS

Individual interviews allow

you to probe their

attitudes, beliefs, desires,

and experiences to get a

deeper understanding of

the users who come to

your site.

The researchers watch

and listen as users work in

the user’s own

environment. Contextual

interviews tend to be more

natural and sometimes

more realistic as a result.

An online survey is a

structured questionnaire

that your target audience

completes over the internet

generally through a filling

out a form. Online surveys

can vary in length and

format

A long running research

process that requires the

user to create diary entries

on a set interval. Allows

users to be polled for

longer periods.

Usability testing refers to

evaluating a product or

service by testing it with

representative users.

The process of co-design

products, services and

tactics with end users.

Interviews Diary Study

Usability

Testing

Survey

Contextual

Interviews

Participatory

Design

A BALANCED MIX

A BALANCED MIX

ACTIVITY 2:

USABILITY TESTING

USABILITY TESTING 101

How do I write a test script?

* Prior to testing know the objectives of why you are testing

* Each task needs to have a clear solution to assist in understanding task completion

* Tasks need to realistic. Something the user would actually do

* Turn the task into a scenario. This helps participants better put themselves in the shoes of the user they are representing

* Unambiguous and simple

* In the user’s language and related to the user’s needs


MODERATING A SESSION

* Becoming a great moderator takes practice, it is a learned skill that improves the more you do it

* Bad interviews can result in:

* Missing data

* Misleading results

* Incomplete detail

* Partial insights / Lost opportunities

* A usability test moderator serves three parties:

* First, and foremost the participant

* the session observers

* the rest of the design team

THE FLIGHT ATTENDANT

THE SPORTS COMMENTATOR

THE SCIENTIST


ASKING THE RIGHT QUESTIONS

* Observations can have many interpretations * For example, if a user did not click a link, maybe they did or did not understand it

* The questions you ask are just a way of probing and encouraging the user to say what they are doing and thinking

* Ask open-ended questions* Stimulates thoughtful, meaningful answers

* Makes the participant think

* Avoids single answer (yes/no) responses

* Hands the control over to the participant

* Open questions usually begin with What? Why? How? Describe…

* Avoid leading questions, they can skew the test and result in inaccurate data.

* “Don’t you think the navigation is difficult to use?” or

* “What are your likes/dislikes on this page”?

CREATING A TEST SCRIPT

THE BRIEF

• You need to provide solid proof to your stakeholders that your prototype will work once out in market.

THE CHALLENGE

• Run a usability test and provide qualitative insights.

THE REQUIREMENTS

• Write a script with at least 5 tasks which focus on;

• Exploring if the test participants understand the purpose of the website

• Locating key functionality

• Testing the effectiveness of the content and labels

• Test the prototype with at least one participant• Record any insights and present back to the group

THE SCRIPT

SHARED LEARNINGSSHARED

LEARNINGS