@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
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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”
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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
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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