Agility and Customer Experience

Experience Design Consulting

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design brings great returns


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the best invest in design


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design-led approach=success


many touchpoints


know what not to build


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Agility and….
people who focus on making digital products better
(for the end-users)
•! Human Computer Interaction

•! Customer Experience

•! Experience Design
•! Graphic Designer
•! Information Architect
•! Creative Director

•! Experience Architect

•! Interaction Designer

•! Customer Centered Design

•! User Experience (UX)

•! Product Design

Graphics

Data

Interaction

Experience


Customer Experience


Customer Experience
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Product Development Lifecycle


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Customer Experience
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what do you see?


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Big Upfront Design


Big Upfront Design – why it’s bad
Isolated, non-collaborative approach


Big Upfront Design – why it's bad
UX make it worse by setting
unrealistic expectations



We forget we
are building
products not
documents!



People who build
are not even
involved in the
design!



People are not empowered to take ownership
and manage the process better !



Trust is lost!



Big ideas that may
not be feasible,
done slowly


Blind Incremental Development


Blind Incremental Development – why it's bad

Assumes the
business knows
what it wants
upfront!



Business
acts as
proxy for
the end
user!

UX Designers and end
users are not involved!



Delivering an IT
solution rather than
an experience
solution!



Prone to general
chunkiness due to
lack of cohesion and
lack of clear vision!



Small ideas that are
technically feasible…
but still may not
deliver real value to
consumers…
done very quickly !


BAD

Still BAD

Big Upfront Design

Blind Incremental Development

•! Isolated, non-collaborative
approach

•! Collaborative, BUT often within a
limited team

•! Includes customer research
BUT often fails to turn these
insights into actionable designs
or initiatives

•! Often does NOT include
discovery about consumer needs,
focuses on the business acting as
a proxy for the consumer

•! Slow, bloated and ineffective at
delivering

•!Fast BUT often incremental, not
truly iterative and may not deliver
real value to its intended audience
(Customers)

Big ideas that may not be
feasible, done slowly

Small ideas that are
technically feasible… but still
may not deliver real value to
consumers, done very quickly


So what’s the solution?


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Let’s talk about Envisioning


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It’s not graphic design…
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Standard
Approach
create paper
based
documents of
increasing
visual fidelity
which imply
functional
behaviour

Agile UX
Approach
create interactive
prototypes of
increasing
functional and
visual fidelity in
order to model
and test
functional
behaviour and
the interactive
user experience

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What makes Envisioning different?
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Envisioning


Envisioning
Lots of User Interaction

Functional

Experiential

Very Little User Interaction


Envisioning

Bus

IM

BA

UX

DEV

QA

End Users


Envisioning

End Users

Business

Bus

IM

BA

UX

DEV

QA

End Users


Envisioning

Jeff Patton

IM

BA

UX

DEV

End Users

Business

X

Bus

“It’s not an
iteration if you
only do it only
once”

QA

End Users


Envisioning

Lean, Spare & Correct

Bus

IM

BA

UX

DEV

QA

End Users

Full, complete Build
efficiently


Other industries prototype, why don’t we…
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Innovation mantra…

Fail Fast
Fail Early
Fail Cheaply


Take a step back… the product lifecycle


Fully integrate to ensure quality…

Release
Inception

Iteration 1

Iteration 2

Iteration 3

Iteration 4

Iteration 5

Dev
Implement High Dev
Cost, Low UX cost
features

Dev
Implement UX Design

Dev
Implement UX Design

Dev
Implement UX Design

Dev
Non Functional Build /
Deployment

design analysis

design analysis

UX Prototype
Usability Test

Visioning
Ideation and Conceptual
Design

UX
Design for Iteration 2

design analysis

UX Prototype

UX Prototype

Usability Test

Usability Test

UX
Design for iteration 3
Review Iteration 1
User Test Both

UX
Design for iteration 4
Review Iteration 2
User Test Both

UX
Ideation and Conceptual Design for next release

•! Short iterative design steps and regular testing cycles
•! Transition from “incremental” design to truly “iterative” design
•! Multidisciplinary team with UX facilitating the design process

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Become part of the design process

please
help!

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Transform

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Envisioning Pilot
•! Context : REA and Transformation
•! Results : Things we discovered about the
Envisioning approach


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Add experience design to your teams


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bring users in continuously


balance research and testing


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build personas from real users


go where it is used


Distil findings… fast


update the designs


set up the design wall


a place for ideas & challenges


joint design sessions


pair


build interactive prototypes


track actual usage


multi-variant testing


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get serious about experience quality


A lot of people are thinking about how to do
this…


experience


stay agile


success


empowerment


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take the initiative


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