2012-11-26: User Experience Strategy

UX strategy
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the value of delivering value

joe natoli | givegoodux.com

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why UX strategy? a cautionary tale.
➡  retirement planning company
develops new online business
model (website)

➡  $200+ cost per instance to
service customer support calls;
thousands of calls daily

➡  website plan relies on usage and
customer loyalty to drive down
operational costs


3
can t-lose proposition
➡  research shows cost of 1.2 cents
per instance via online self-service

➡  design and build cost of new site is
$1.3M

➡  ROI projections for year one "
are off the chart

➡  project gets greenlight


4
the new site launches
➡  personalized account and
educational information

➡  real-time market data and
companion mobile app

➡  $750K marketing campaign drives
thousands of users to the site s
home page, where they take the
very next step:


they quit and call customer service.
5


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so, how bout that ROI calculation?

website design & development
$1,300,000

marketing campaign
750,000
($2,050,000)

customer support call costs (non-website)
($1,500,000)

customer support call costs (website)
(3,400,000)

total ROI
($6,950,000)


7

so they ask me:
what the hell is
happening? and why?

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so we gather the tribes.

➡  they talk, I listen

➡  processes

➡  rationale

➡  opinions on what/why

➡  dissent and blame


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I ask pepto-bismol question one.

Did you ask customers about what "
they felt they needed to be able to "
do with the website?


➡  majority of site users were somewhat new to the entire
idea of retirement planning.

➡  the advancing age of the majority of these folks made
them also novices at the entire idea of using the Internet.

➡  they needed handholding to understand the registration
process & consequences of each action

10


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on to pepto-bismol question two.

What kind of research did your user "
experience or user interface teams "
do prior to designing the site?


➡  IT designed and developed the website.

➡  two programmers who were pretty good "
with graphics handled the UI.

➡  no user experience professionals were consulted.

➡  a graphic designer was brought in "
after the site was built to pretty it up.
12


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last chance to save face.

Did you show customers a prototype "
before launch? Ask them what was "
useful and what wasn t?


14


15

what to do about it

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if you forget everything else, remember this.

form follows function=
BULLSHIT


if form did
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follow function...
functionality would take priority over all
other design considerations

aesthetic considerations would be
secondary to functional considerations

every functional element would ultimately
have one (and only one) design

one size would truly ﬁt all!


reality check
18

audience needs
client desires
ethical obligations
aesthetic inclinations
material properties
cultural presuppositions
functional requirements
time
budget
resources


REMEMBER
19

every force
evolves form.

20
start with strategy.

what
what value
what s
how do we
are we does it
worth doing?
deliver it?
creating?
provide?

focus definition value scope


UX efforts
must address

what s "
these

UX efforts

worth "

importance
should
accommodate
these

doing?
Unwise use of
time to address
these

21
viability | feasibility

givegoodux.com
resource: adaptivepath.com

what "
are we
creating?
Project Manager 22
Client Team Lead

givegoodux.com

What experiences are
compelling to them?

what "
value
does it
provide?
Who is the target
audience?
23
How is the offering different from
competitors and substitutes?

givegoodux.com

TOO BIG
Unrealistic delivery expectations

how " Trouble creating a timely release
(e.g. Vista vs. Mac OS X)

do we
Battling can t we also have _____ ?

Nervous designers + developers

deliver it?
TOO SMALL

Unclear path to the
full vision

Symptoms we haven t Unremarkable,
clarified scope unimpressive, watered- 24
down releases

givegoodux.com

25
let strategy inform user experience.
➡  successful design is born from clear
strategy that determines what the
customer experience should be.

➡  that overall experience must be
driven by business goals and
customer needs.

➡  know your customer — and "
remember they are not you.


26
let user experience inform design.
➡  the level of visual engagement and
communication provided by the
user interface

➡  the workﬂows enabled by the
underlying technology

➡  the necessary degree of clear
feedback for user actions "
(and system reactions).


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let design inform everything else.
➡  information architecture – volume,
order, priority and labeling

➡  navigation structure(s)

➡  visual hierarchy and segregation

➡  prototype, test, revise, repeat.


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takeaways

➡  the networked world we all operate in instantly exposes "
inconsistent business processes and poorly integrated "
systems via the quality of the user's experience.

➡  in the age of the wireless web and mobile ubiquity, ROI "
will be much harder to come by unless providers can "
get the UX/CX part right

➡  you must give customers what they want, when they "
want it and how they want it delivered.


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takeaways

➡  the right solution is not possible unless you ask the"
right questions – and solve the right problems.

➡  you must have internal agreement on strategy: what s needed, "
who it s for, why it s necessary and how you ll create it.

➡  creating truly successful user and customer experience "
cannot be left to IT or Marketing or the Executive Team; "
hire experienced UX and UI professionals.


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takeaways

you can make money, or you can make excuses.
BUT YOU CANNOT DO BOTH.


what can I help
you achieve?
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call 410.627.1783 or email me at joe@givegoodux.com


2012-11-26: User Experience Strategy

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