Selling the UX - In Need of a WHY

© Creuna

IN NEED OF A WHYA S S E S S I N G T H E V A L U E O F U X

By Mo rt e n Ba rkho l t , S e n io r U X Co n sul t a n t

© Creuna

MORTENBARKHOLTS E N I O R U X C O N S U L T A N T

U X S T R A T E G YS E L F S E R V I C E T O O L SI N T E R A C T I O N D E S I G NI N S I G H T F R A M E W O R K S

Aarhus

HelsinkiOslo

Gothenburg

Copenhagen

Stockholm

© Creuna

A G E N C Y T Y P EFull Service Digital Agency

S I Z E & W E I G H T340+ visionary people.6 offices in all 4 Nordic countries. Largest agency of our kind in The Nordic Region.

B I R T H D A YBorn digital 1st April 2001

© Creuna

THE SITUATIONWE HAVE A PROBLEM

ASSESSING THE WHY OF UXPRINCIPLES TO CONSIDER

AGENDA

IT’S NOT ABOUT CHANGING UXBEFORE WE GET STARTED

OUR JOBS ARE SO VERY DIFFERENTGENERALIZATIONS WILL HAPPEN

Leaders within Customer Experience Management outperform the market with 25 percentage points.1

EXCELLENT CUSTOMER EXPERIENCE IS A PROVEN DIFFERENTIATOR

© Creuna2) 2014 study from Watermark Consult

Forrester research confirm the strong relationship between customer experience and measures of loyalty.2

1) Based on Forrester Research, Creuna research and methodology

AND YET WE ARE STILL STRUGGLING “SELLING UX” ?

WIREFRAMES

INTERVIEWS

PERSONAS

CUSTOMER JOURNEYSTONE OF VOICE

SKETCHING

USER TESTING

USER TESTINGDESIGN THINKING

USER INSIGHTS

USEREXPERIENCE

BUSINESSPRIORITIES

RELATIONSHIPSARE COMPLICATED

RELATIONSHIPSARE COMPLICATED

USEREXPERIENCE

BUSINESSPRIORITIES

We should not make it possible to de-scope all of the creative stuff

It is impossible to get it done if there is no “pull” from the customer

They do not understand the value of our process and work“

“

“

UXPARADIGM

BUSINESS STRATEGY

COMPETITOR LANDSCAPE

USER CONTEXT

FROM UX TO UXWE TOO OFTEN DISCUSS AND SOLVE PROBLEMS WITHIN OUR OWN FRAME OF REFERENCE

UXPARADIGM

BUSINESS STRATEGY

COMPETITOR LANDSCAPE

USER CONTEXT

FROM UX TO UXWE TOO OFTEN DISCUSS AND SOLVE PROBLEMS WITHIN OUR OWN FRAME OF REFERENCE

UXPARADIGM

BUSINESS STRATEGY

COMPETITOR LANDSCAPE

USER CONTEXT

FROM UX TO UXWE TOO OFTEN DISCUSS AND SOLVE PROBLEMS WITHIN OUR OWN FRAME OF REFERENCE

http://www.pd4pic.com/donkey-mule-pack-animal-stubborn-stupid.html

© Creuna

Are we truly representing the users if we cannot convey their value to the business?

My goal is to help and guide the users. the business will benefit from that!“

THE IMPORTANCE OF A WHYSIMON SINEK’S GOLDEN CIRCLE

WHAT

HOW

WHY

WHAT

HOW

WHY

SHAPING NEW AND IMPROVED USER EXPERIENCES

METHODS: RESEARCH, SKETCHES, TESTING, ETC.

?

WHAT

HOW

WHY

SHAPING NEW AND IMPROVED USER EXPERIENCES

METHODS: RESEARCH, SKETCHES, TESTING, ETC.

CONVIENIENCE, EFFECTIVENESS, EMOTION, QUALITY ETC.

WHAT

HOW

WHY

USEREXPERIENCE

BUSINESSPRIORITIES

CONVENIENCEEFFECTIVENESSQUALITYDISERABILITY

REVENUECOST OUT LOYALTY

WHAT

HOW

WHY

USEREXPERIENCE

BUSINESSPRIORITIES

CONVENIENCEEFFECTIVENESSQUALITYDISERABILITY

REVENUECOST OUT LOYALTY

WHAT

HOW

WHY

USEREXPERIENCE

BUSINESSPRIORITIES

QUANTITATIVEQUALITATIVE

CONVENIENCEEFFECTIVENESSQUALITYDISERABILITY

REVENUECOST OUT LOYALTY

© Creuna

BRIDGING THE GAP BETWEEN QUALITATIVE AND QUANTITATIVE VALUES CAN BE TRICKY

© Creuna

We want to be a natural part of the scuba diving community by providinginspiring content and relevant services across all digital channels

Supportthe brand

Drive sales and retail traffic

Increase loyalty

KPI’s

Goals

Value

Digital vision

MWB’s

Content pieces shared

>120 sec.

50/100 60/100

<15%

40/100

Time spent

on-site

Bounce rate

<20

Cross-sales

eComturnover

Dealerlook-ups

User satisfaction

(NPS)

Newsletter sign-ups

Usage of digital tools

>10K €

80/100 60/100

>20

40/100

>10% >100

50/100 60/100

>5%

40/100

>30

KPI-framework

Ecosystem mappingAnalytics

Business casesCompetitor analysis

ROADMAPS

http://blogs.atlassian.com/2013/10/fight-the-dark-side-of-lean-ux-with-the-experience-canvas/

ASSESSING THE “WHY” THROUGH METHODS

ALWAYS CONSIDER CONTEXT & FOCUSSpecific features are at times less important than strategic potentials

TALKING UX VALUE

BE THE EXPERT OF WHAT YOU DOMinimize complexity - Don’t always explain how you build the house

UTILIZE TERMS & DATAApplying field specific terms can smoothen and drive communication

APPLYVALUE FOCUSED METHODSLooking beyond our standard toolset can make a big difference

© Creuna

Mo rt e n Ba rkho l t , S e n io r U X Co n sul t a n t

m o rt e n . b a rkho l t @c re un a . d kw w w . l in ke d in . c o m / m o rt e n b a rkho l t

THANKS!