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BIG
EXPERIENCE
        http://twitter.com/jasontill
Themes, Memes, Megatrends




                            http://twitter.com/jasontill
Progress




           http://twitter.com/jasontill
development


                                          introduction


                                            growth
                               too late


                                           maturity


                                           decline
http://twitter.com/jasontill
Wise people put their trust in
 ideas not circumstances*
              *




          Ralph Waldo Emerson
                                http://twitter.com/jasontill
New Rules

       http://twitter.com/jasontill
Fragmentation

Not just fragmentation –
consumption style being
altered

• Two-screening
• Channel shifting
• Time-shifting




                                  Source: Wired

                           http://twitter.com/jasontill
Format proliferation - design for responsiveness

                                            Laptops

                           Noteboooks
                 Tablets

Mobiile phones




                                                          Desktops

                              Internet TV
                                                      http://twitter.com/jasontill
http://twitter.com/jasontill
Customer journeys with stings in their tails




                                      http://twitter.com/jasontill
Inversion of message authority




                          http://twitter.com/jasontill
http://twitter.com/jasontill
No more (faux) shaky handhelds




                        http://twitter.com/jasontill
A little nudge and everyone’s doing UX…




                                     http://twitter.com/jasontill
What about CX?

            Is it UX + stuff that’s offline?
Is it what ad agencies have been doing all along?
                  Is it service design?



                                             http://twitter.com/jasontill
CX: ‘known knowns’

The companies allocating the greatest amount of resources to
Customer Experience are widely recognized for providing
disappointing customer experiences.

[Exceptions AMEX & Vodafone.]


                                                         http://twitter.com/jasontill
Customer experience management (CEM) is in danger of
being "misunderstood into extinction”

78% of executives now in CE have been redeployed from
areas such as marketing and customer service, with no
background in CE.
A large number of companies simply hand out new titles to operations staff without truly committing to
customer experience management.


"The lack of effort behind the change ensures the failure of
customer experience management in the eyes of corporate
leadership.”
Customer Experience Management: Extinction Bound?
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=158814

June and September, 2011. 53 in-depth interviews with CE executives/industry experts and analysis of
8,000 CE executives (including 500 in the U.S.) from 2,106 "CE-active" companies across 239 countries.
CE presence / CE title on LinkedIn.


                                                                                        http://twitter.com/jasontill
What will the future ask of us?

      evolving customer expectations




                                                                       Service
               global mass affluent

     new types of process & products

      people business via technology

            data – analytics & CRM

          social media transparency

                the need for speed

         Service 2020 Megatrends for the decade ahead (Economist Intelligence Unit)
http://www.slideshare.net/fred.zimny/service-2020-megatrends-for-the-decade-ahead-8787894

                                                                                   http://twitter.com/jasontill
The digital medium is not just the way of
  delivering or accessing the product

            It is the product




                                    http://twitter.com/jasontill
Experience
 Information& UX                    architecture
          Product                   architecture
          Service                   architecture
           Brand                    architecture
         proposition




It’s all the same to                     It’s just scaffolding
the customer                             for the proposition


                                                         http://twitter.com/jasontill
If my experience of the brand is through the
 product and the service provided around it

  The product and service are the brand




                                     http://twitter.com/jasontill
Category
It’s emotional
                                 Brand


                       Service



             Product


Information / UX


                                         Experience
                                             http://twitter.com/jasontill
BIG EXPERIENCE is full lifecycle



        Experience
 Informationarchitecture
Product     architecture
Service     architecture
 Brand      architecture

                             Plan             Create




                     Learn                        Execute



                                    Measure




                                                            http://twitter.com/jasontill
BIG EXPERIENCE places insight at the core




                   Plan             Create




                          Insight
           Learn                        Execute



                          Measure




                                                  http://twitter.com/jasontill
BIG EXPERIENCE = “Fast Experience”
                  – it keeps moving
  More frequent iterations


                                     Plan             Create



More agile
responses to                                Insight
customer                     Learn                        Execute
feedback

                                            Measure


                                                           More incremental changes




                                                                            http://twitter.com/jasontill
Realign don’t redesign

               Evolution not revolution

The launch is not the end, it’s just the beginning. The pace of
  technology change and evolving customer expectations
       requires smaller, faster iterations and releases.




                                                    http://twitter.com/jasontill
BIG EXPERIENCE gets its hands dirty
Detached




                            Plan             Create



COLD
                                   Insight
HOT                 Learn                        Execute



                                   Measure




Attached



                                                           http://twitter.com/jasontill
The UX footprint
Project
management

Product
development   UX      Plan             Create




              Learn                        Execute



                             Measure




                                                     http://twitter.com/jasontill
A bigger footprint = more relevant




                            Plan             Create



Product
management
                    Learn                        Execute



                                   Measure




                                                           http://twitter.com/jasontill
Uses real-time technology
(And looks forward to
when the tools will
catch up with our
imagination)


                                   Plan             Create



Product
management
                           Learn                         Execute

                                                                                            Through the cycle but
                                                                                               not well integrated
                                          Measure



Process &                                                                  Powerful but limited creation tools
technology
increasingly                                                           (                )
more integrated
                                          New premium product suggests longer term
                                                           integrated platform play   http://twitter.com/jasontill
BIG EXPERIENCE
   creates opportunities for planners and IAs


More collaboration
between strategy & UX   Plan




                                         http://twitter.com/jasontill
Looks at designing for impact and emotion
   (not just usability and accessibility)
                               Higher production values
                               Richer content
                               Branded content
                               Multiformat
                      Create




                                              http://twitter.com/jasontill
Plays well with creative

       The rise of agile methods
        Innovation and ideation
Creative concepting in parallel with UX

          Plan         Create




                                          http://twitter.com/jasontill
Loves new ways of solving problems with process and
                    technology




                              Execute

                                  Private beta
                                  Public beta
                                  MVT & A/B




                                                 http://twitter.com/jasontill
Loves making things which are real




                               Plan    Create




There’s a lot riding on
 this – it needs to look
    flawless when I                        Execute
present it to the board.




Digital product development
                                                       I need repeatable
• Hi-fidelity prototyping                               process for new
• POC development                                     releases – constant
                                                     change is business as
• Pattern libraries                                          usual.



                                                             http://twitter.com/jasontill
Knows which tools to use to ask the right questions at
                   the right time




   “Why would I want to
   do usability testing? I
   have 100,000 people
    hitting my website
  every week and all the
       data I need.”
                             Measure


                             Real-time sentiment monitoring
                             Multichannel analytics



                                                          http://twitter.com/jasontill
Listens hard to customers

 Can we harness the
power of customers for
 product and service
    development?




        Collaboration
        and co-design

                               Learn
        Customer
        communities
                         Big data




                                                      http://twitter.com/jasontill
Knows people connect with people who see processes
           and silos as irrelevant at best

                        Customers




          Customers   SXD & Employee   Customers
                        engagement




                        Customers




                                                   http://twitter.com/jasontill
Sees learning and collaboration as the future

                                                      Higher production values
                                                      Richer content
More collaboration                                    Multiformat
between strategy & UX       Plan             Create


    Collaboration
    and co-design

                    Learn                        Execute
    Customer
    communities                                       MVT & A/B
                                   Measure            Live beta
             Big data

                                       Real-time sentiment monitoring
                                   Multichannel analytics



                                                                     http://twitter.com/jasontill

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Big experience - A concept model for digital strategy & product management with UX and SXD

  • 1. BIG EXPERIENCE http://twitter.com/jasontill
  • 2. Themes, Memes, Megatrends http://twitter.com/jasontill
  • 3. Progress http://twitter.com/jasontill
  • 4. development introduction growth too late maturity decline http://twitter.com/jasontill
  • 5. Wise people put their trust in ideas not circumstances* * Ralph Waldo Emerson http://twitter.com/jasontill
  • 6. New Rules http://twitter.com/jasontill
  • 7. Fragmentation Not just fragmentation – consumption style being altered • Two-screening • Channel shifting • Time-shifting Source: Wired http://twitter.com/jasontill
  • 8. Format proliferation - design for responsiveness Laptops Noteboooks Tablets Mobiile phones Desktops Internet TV http://twitter.com/jasontill
  • 10. Customer journeys with stings in their tails http://twitter.com/jasontill
  • 11. Inversion of message authority http://twitter.com/jasontill
  • 13. No more (faux) shaky handhelds http://twitter.com/jasontill
  • 14. A little nudge and everyone’s doing UX… http://twitter.com/jasontill
  • 15. What about CX? Is it UX + stuff that’s offline? Is it what ad agencies have been doing all along? Is it service design? http://twitter.com/jasontill
  • 16. CX: ‘known knowns’ The companies allocating the greatest amount of resources to Customer Experience are widely recognized for providing disappointing customer experiences. [Exceptions AMEX & Vodafone.] http://twitter.com/jasontill
  • 17. Customer experience management (CEM) is in danger of being "misunderstood into extinction” 78% of executives now in CE have been redeployed from areas such as marketing and customer service, with no background in CE. A large number of companies simply hand out new titles to operations staff without truly committing to customer experience management. "The lack of effort behind the change ensures the failure of customer experience management in the eyes of corporate leadership.” Customer Experience Management: Extinction Bound? http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=158814 June and September, 2011. 53 in-depth interviews with CE executives/industry experts and analysis of 8,000 CE executives (including 500 in the U.S.) from 2,106 "CE-active" companies across 239 countries. CE presence / CE title on LinkedIn. http://twitter.com/jasontill
  • 18. What will the future ask of us? evolving customer expectations Service global mass affluent new types of process & products people business via technology data – analytics & CRM social media transparency the need for speed Service 2020 Megatrends for the decade ahead (Economist Intelligence Unit) http://www.slideshare.net/fred.zimny/service-2020-megatrends-for-the-decade-ahead-8787894 http://twitter.com/jasontill
  • 19. The digital medium is not just the way of delivering or accessing the product It is the product http://twitter.com/jasontill
  • 20. Experience Information& UX architecture Product architecture Service architecture Brand architecture proposition It’s all the same to It’s just scaffolding the customer for the proposition http://twitter.com/jasontill
  • 21. If my experience of the brand is through the product and the service provided around it The product and service are the brand http://twitter.com/jasontill
  • 22. Category It’s emotional Brand Service Product Information / UX Experience http://twitter.com/jasontill
  • 23. BIG EXPERIENCE is full lifecycle Experience Informationarchitecture Product architecture Service architecture Brand architecture Plan Create Learn Execute Measure http://twitter.com/jasontill
  • 24. BIG EXPERIENCE places insight at the core Plan Create Insight Learn Execute Measure http://twitter.com/jasontill
  • 25. BIG EXPERIENCE = “Fast Experience” – it keeps moving More frequent iterations Plan Create More agile responses to Insight customer Learn Execute feedback Measure More incremental changes http://twitter.com/jasontill
  • 26. Realign don’t redesign Evolution not revolution The launch is not the end, it’s just the beginning. The pace of technology change and evolving customer expectations requires smaller, faster iterations and releases. http://twitter.com/jasontill
  • 27. BIG EXPERIENCE gets its hands dirty Detached Plan Create COLD Insight HOT Learn Execute Measure Attached http://twitter.com/jasontill
  • 28. The UX footprint Project management Product development UX Plan Create Learn Execute Measure http://twitter.com/jasontill
  • 29. A bigger footprint = more relevant Plan Create Product management Learn Execute Measure http://twitter.com/jasontill
  • 30. Uses real-time technology (And looks forward to when the tools will catch up with our imagination) Plan Create Product management Learn Execute Through the cycle but not well integrated Measure Process & Powerful but limited creation tools technology increasingly ( ) more integrated New premium product suggests longer term integrated platform play http://twitter.com/jasontill
  • 31. BIG EXPERIENCE creates opportunities for planners and IAs More collaboration between strategy & UX Plan http://twitter.com/jasontill
  • 32. Looks at designing for impact and emotion (not just usability and accessibility) Higher production values Richer content Branded content Multiformat Create http://twitter.com/jasontill
  • 33. Plays well with creative The rise of agile methods Innovation and ideation Creative concepting in parallel with UX Plan Create http://twitter.com/jasontill
  • 34. Loves new ways of solving problems with process and technology Execute Private beta Public beta MVT & A/B http://twitter.com/jasontill
  • 35. Loves making things which are real Plan Create There’s a lot riding on this – it needs to look flawless when I Execute present it to the board. Digital product development I need repeatable • Hi-fidelity prototyping process for new • POC development releases – constant change is business as • Pattern libraries usual. http://twitter.com/jasontill
  • 36. Knows which tools to use to ask the right questions at the right time “Why would I want to do usability testing? I have 100,000 people hitting my website every week and all the data I need.” Measure Real-time sentiment monitoring Multichannel analytics http://twitter.com/jasontill
  • 37. Listens hard to customers Can we harness the power of customers for product and service development? Collaboration and co-design Learn Customer communities Big data http://twitter.com/jasontill
  • 38. Knows people connect with people who see processes and silos as irrelevant at best Customers Customers SXD & Employee Customers engagement Customers http://twitter.com/jasontill
  • 39. Sees learning and collaboration as the future Higher production values Richer content More collaboration Multiformat between strategy & UX Plan Create Collaboration and co-design Learn Execute Customer communities MVT & A/B Measure Live beta Big data Real-time sentiment monitoring Multichannel analytics http://twitter.com/jasontill

Editor's Notes

  1. Rational / emotionalSpend time / waste time
  2. The first job I had was a trainee graphic designer for a newspaper company. I was made redundant after the company lost its main account as they’d failed to invest in new technology.
  3. The next principle is designing for responsiveness. In the old days you defaulted to designing for an increasingly larger screens every couple of years. Then along came WAP in 2002 and there was cottage industry in WAP sites. It wasn’t until SMARTPHONES properly took off with Apple’s iPhone in 2007 that there was a huge push for separate mobile sites.Then there was this weird fallacy of the person sitting on a bus with a mobile phone – the mobile Internet User.This is the oft-defaulted to persona of the near-sighted UX designer.Then the iPad arrived in 2010 and now copyist tablets have added to the mix there’s been a huge proliferation of formats. Now we can’t judge where mobile ends and tablet begins – or even where desktop and laptop and web TV differ.There are two basic issues:1) We can’t possibly keep a range of different stylesheets or versions of our websites up to date2) It’s a waste of and try to second guess people’s context of use or information needs just from screen size and device format. We can alwaystell which devices are connecting to us, but we can’t tell what people are doing or, really what their content needs are until they state their intention.Those days are over.People regularly two or three screen at home – for example watching X-Factor on a large LCD while using their phone and laptop to engage with the X-Factor backchannel community.