This presentation demonstrates why every product needs an Experience Vision: a simple sentence expressing the core of the experience that your customers will have with your product. An Experience Vision is the glue in great customer experience, and the coordinating force behind products we love. A vision creates a culture of shared ownership, helps projects stay on track, and keeps people focused on who’s important; your customers. At a time of such rapid change, a co-ordinating force has never been more needed to bring consistency across platforms, devices, and new models of interaction.

1. ALAN COLVILLE
3Sixty
www.3sixty.co.uk
Useful, Beautiful, Digital

2. www.3sixty.co.uk

3. EXPERIENCE
VISION

4. “to make it so simple that people would actually use it.”

6. 40% less code on the box
1 million saved in support
SIMPLE, STABLE, FAST

7. WHY VISIONS WORK
• Focus on who’s important
• Create a culture of shared ownership
• Help sell our ideas and get buy in
• Consistent narrative across channels
•....

8. Always simple
and complete
Does this help make decisions?

9. TRY TO BE PERFECT

10. WHY VISIONS FAIL
• Set up front
• Fiction not fact
• Start with technology
• Not shared
•....

11. RECAP
• What is an Experience Vision
• Why they work
• Why they fail

12. WHERE TO
START?

13. WE CAN
90% OF COMPANIES ORGANISATIONAL
CONSIDER THE CROSS STRUCTURE IS MOST
CHANNEL EXPERIENCE SIGNIFIANT BARRIER
TO BE IMPORTANT TO SUCCESS SAY
COMPANIES
Survey by
Econsulting & Foviance

14. GET INTO
THE REAL
WORLD
If content is king,
context wears the crown
Simon Waterfall

15. GET TO KNOW THEM
If we’re not designing for the users of the site, then who are we designing for?

16. Date: 3/22/10
Starbucks Experience Map Eric - Repeat Customer
Enriched Experience
Purpose: To work/drink coffee
Tasty drink Free Wi-Fi Good drink
Flavorable
Appropriate temperature
Aroma
Polite
People watching
Crowd conversation noise
Ambience Quick, convenient Sofa chair is comfortable Good byes
baseline
Greeting
Fake
Audible Sensations Closing time
Worrying
Loud Factory line Impersonal
Poached Experience
Second guessing Blasting air conditioning
Loud music
Distracting
Unwilling to try something new, risk Annoyed about closing time
Repeating, not my taste
Cold, drafty Feeling rushed Annoyed about where I sat
Slightly crowded
Back hurts
Not large work spaces Not large work spaces
Feedback
Furniture not ideal for computer work
Confusing
Lack of personal space Lack of seating
Inconsistent
Unstructured Lack of outlets
Uncomfortable wooden chairs
Anticipate Enter Engage Exit Reflect
Touchpoints Office Car Walk-In Line Order Pay Sit Drink Work Pack Up Walk Out Car
1.a Discussing 1.c Hoping 2.a Notice 3.a The wait- 4.a The Barista 5.a The barista 6.a Grab my 7.a The cub is 8.a I place my 8.f I enjoy the 9.a The barista 10.a I pack my 11.a I head to
with team the to find a close that there are ing line occu- acknowledges tells me the drink and look hot, steaming, drink on the free wireless walks by me things up and my car and
local places to parking spot. a couple of pies the main me with a total and I pay for a place to but withstand- table next me and the unlim- and makes an head out the wish that I
grab a coffee. people in line. traffic way. smile. with my credit sit. ing in my and place my ited use. The announce- door. could have
1.d Hoping card. He asks hand. bag on the signal strength ment to the stayed longer
1.b Decid- Starbucks is 2.b Notice the 3.b The 4.b I can see me if I want 6.b I need, floor. is adequate. tore that it 10.b The re- to work. I
ing to go to not overly narrow, con- menus across the menu bet- my receipt, I most im- 7.b Smells will be closing maining staff know that
Starbucks and crowded and fined layout. the counter ter now, but I decline. portantly, an roasty and 8.b I remove 8.g The music shorty -10 pm. tell me to have once I get
work on de- will have avail- are hard to feel rushed to outlet and a sweet. my computer is really both- a good night. home, I will be
sign reports. able seating. 2.c Enjoy the read while in order a drink. 5.b My inter- workspace. and accesso- ering me. I put 9.b I would like in the wrong
aroma of line. action ends 7.c First sip is ries and now my head- to continue mind state
4.c I feel
1.e Consider- roasted coffee with him say- 6.c I notice too hot, but am shifting my phones on and to work. I feel to continue
forced to
ing alternative and mixed 3.c The line ing thank you. that there are flavorful. I’m coffee to find play my mp3 10pm closing working.
make a quick
places just in sweet, robust moves slow, He doesn’t use only a few happy with room for all of songs. time is much
beverage se-
case.. smells. people who my name. locations in the taste and my things on too early, 11.b The cof-
lection. I play it
just ordered the seating ar- my choice. this little cof- 8.h The bat- especially in a fee was very
2.d The light- safe by having
are still in the eas that have fee table. tery use on my college town. good, but I
ing is pleasant, what I always 5.c Now I
same area. outlets. This is 7.d The computer is a was disap-
not overly get. move to the 8.c The table
Becomes discouraging. continued concern now. 9.c I stand pointed in the
bright and not left of where is too low to
crowded. 4.d The baris- sips remain I will begin up and walk environment.
too dim. i paid. Once work from
ta confirms 6.d Most satisfying. looking for around until I Distracting
again I feel there, so I
3.d The order- my selection places are another table find a hidden music, small
2.e The music crowded and place my
ing process and asks my occupied. No to work at. trash can to workspace,
seems ethnic, out of place. laptop in my
seems too name to write outlets are throw my cup lack of power
extended People are lap. My drink
slow. Inconsis- on the cup. available. 8.i The air into. outlets.
vocals, soft in walking by me. remains on
tent structure conditioning
style, volume There isn’t a the table, my
of service. 4.e He writes 6.e The work- seems inten-
too load and designated bag on the
down my spaces seem tion. It’s cold
but my taste. waiting ,sitting floor.
name and small and outside and
area.
some code impractical. cold inside. I
2.f The room Most are just 8.d I’m feel- slip my jacket
on the cup 5.d As I stand,
climate seems have a small ing crowded. on.
and hands it the drinker
intentionally round wooden I have no
off to another
EXPERIENCE MAPS
cold. maker shouts room to use
barista who table with 8.j I continually
finished orders my wire-
will make it two wooden finding myself
and places less mouse. I
when he is chairs. people watch-
them on a now use the
finished with ing while I
drink stand.
Customer Journey Mapping
other orders. 6.f I find an surface of the work. There
He screams arm chair as
empty reclined are interesting
Grande Chai. my mouse
cushioned people here,
http://servicedesigntools.org.tools/8
5.e Confu-
sion. Is this my
armchair.
Next to it is a
pad. Not very
effective.
so I’m not too
bothered. I
drink? Why small wooden never like feel-
table shared 8.e The crowd ing alone. any
did he not call
by another talking doesn’t
out my name
person sitting bother me
or name and
in the other after awhile,
drink? I pick

17. EXPERIENCE MAPS
Customer Journey Mapping
http://servicedesigntools.org.tools/8

18. JOINED UP
C&A, Brazil

19. VISION PLANNING
WORKSHOP
http://uxmag.com/articles/creating-a-shared-vision-that-works

20. WORKSHOP AGENDA
• Review key customer insights, like personas
• Set boundaries
• Post up
• Find patterns - Affinity mapping
• Prioritise ideas - Dot voting
• Find best fit

21. BRAINSTORM
Imagine you’re a customer,
list the qualities that matter
most to you in using the
product?
List also feelings associated
with these qualities.

22. POST-UP
LOTS OF IDEAS
NO PATTERNS

23. HIDDEN PATTERNS
Predictable Definitive Usable Speed Safe
Confident Comprehensive Clearly flowing Instant Secure
Controlled Finable Simple Fast Trusted
Expected Engaging User friendly Quick Safe
Certain Fully equipped Easy to use Speedy Accurate
Solid Tailored Intuitive Confident
Stable Resolved Stress free
Reliable Straightforward
Available Efficient
Accomplished
Associated Feelings to evoke:
Confident - professional - relaxed - engaging - empowering - reassuring - in control

24. GO AWAY

25. PATTERNS EMERGE
Clear Concise In control Helpful Empowering
Straightforward Comprehensive Flowing Supportive Engaging
Simple Findable Well structured Contextual Reassuring
User friendly Fully equipped Quick Tailored Confident
Easy to use Resolved Efficient Friendly Trusted
Intuitive Expected Secure Useful Stress free
Certain Stable
Solid Reliable
Accurate Available
Safe

26. REGROUP
REVIEW
AGREE
EVANGELISE

27. Concise, helpful
and puts customers in control
We’ll deliver on the company’s brand promise:
‘To Make Investing Easy’

28. A GOOD VISION IS . . .
Simple, attainable, measurable,
and meaningful.
Even the smallest thing we do,
will be measured against this vision.

29. What do you think of
when you think
great customer
experience?

30. GOV.UK TO SAVE IN 2011 150 MILLION CALLS COULD
£3 BILLION
HAVE BEEN AVOIDED THROUGH
IMPROVED ONLINE EXPERIENCE
FINDABLE - UNDERSTANDABLE - ACTIONABLE
1 Start with needs*
2 Do less
3 Design with data
4 Do the hard work to make it simple
5 Iterate. Then iterate again.
6 Build for inclusion
7 Understand context
8 Build digital services, not websites
9 Be consistent, not uniform
10 Make things open: it’s better
https://www.gov.uk/designprinciples

31. MULTI-CHANNEL CROSS-CHANNEL
SERVICE SERVICE
+ +
Peter Morveille’s
2011 UserFocus Keynote

32. FOUR THINGS
1. Great customer experiences don’t start with the customer
2. Vision helps overcome cross channel barriers
3. Every vision needs a plan
4. Test your vision in the real world

33. CX PRINCIPLES
For staff
1. Lead with empathy
2. Empower with information
3. Experience it first hand
4. Every interaction is an opportunity
5. It’s a marathon, not a sprint

34. Thank you!
Work with me - alan@3sixty.co.uk
www.3sixty.co.uk
Useful, Beautiful, Digital

35. LINKS
Johnny Holland ‘What is an Experience Strategy’ http://johnnyholland.org/2009/06/04/
what-is-an-experience-strategy/
Cindy Chastain from Boxes & Arrows - Experience Themes - How a storytelling method can
help unify teams and create better products. Slideshare (http://www.slideshare.net/
cchastain/experience-themes-an-element-of-story-applied-to-design-1190389)
Jared Spool 'The Experience Vision'- http://www.uie.com/brainsparks/2006/05/31/the-
experience-vision/
Joe Lamantia from Beyond Findability - IA Summit 09 http://2010.iasummit.org/talks/
9693
Making a User Experience Strategy Tangible by Catriona Cornett
http://www.inspireux.com/2010/05/31/making-a-user-experience-strategy-tangible/?
utm_source=twitterfeed&utm_medium=twitter
Jared Spool ‘Essential UX Layers for Agile and Lean Design Teams’ http://
www.uie.com/articles/ux_layers_agile/

36. READING
Simple and Usable
Web, mobile, and interaction design by Giles Colborne
Gamestorming
A playbook for innovators, rulebreakers, and changemakers by
Dave Grey, Sunni Brown, James Macanufo
Undercover User Experience Design
Great UX with a tiny budget by Cennydd Bowles and James Box
The Lean Startup
How constant innovation creates radically successful businesses
by Eric Ries
Start with why
How great leaders inspire by Simon Sinek

37. ARTICLES
Taming Goliath: Selling UX to Large Companies (part 1 of 2) - http://
www.uxbooth.com/articles/taming-goliath-selling-ux-to-large-companies-part-1-of-2/
Taming Goliath: Collaboration with Large Companies (part 1 of 2) - http://
www.uxbooth.com/articles/taming-goliath-collaboration-with-large-companies-part-2-of-2/
A Shared Vision: The Coordinating Force Behind Great UX - http://uxmag.com/
articles/shared-vision
SLIDES
A Shared Vision: The Coordinating Force Behind Great UX - http://www.slideshare.net/
alancolville/a-shared-vision-the-coordinating-force-behind-great-ux