Crafting Experience Strategy. Presented at UX Strategies Summit in SF. Jun 11. 2014

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Crafting
Experience
Strategy
UX Strategies Summit.
San Francisco. Jun 12
!
Cathy Wang
@cathycracks

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@cathycracks
Cathy Wang
Dreamer of the future.
Nomadic Vancouverite found mostly in Europe.
Lover of whisky.
Director, User Experience at epam Empathy Lab

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The Traveling Salesman Problem

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ant colony optimisation algorithm
the solution

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a complex problem in a
network of touchpoints
Disconnect in Experience

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org
users
Business goals
Corporate strategy
Infrastructure
capability & culture
Layers of services
delivered through
Internal product /
services
B2B services &
integration
Goals
Needs
Expectations
Emotions

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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

11. @cathycracks SPECIAL THANKS: Marei Wllersberger
NOW FUTURE
frame of mind
ABSTRACT
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?

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NOW FUTURE
ABSTRACT
CONCRETE
frame of mind
PLANASPIREASPIRE PLAN
EXECUTEMEASURE

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Marketplace Business
Product/
Services
Customer Enablers
Experience Strategy Framework
ASPIRE
PLAN
EXECUTE
MEASURE

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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!

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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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ASPIRE
What 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.html
Liz Sanders

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2. APPLY1. ANALYZE
TREND CANVAS
CONSUMER
Which (new) customer groups could you
Shifts: Long-term, widespread macro changes Triggers: Recent, short-term changes or technologies
Emerging Consumer
Expectations
TREND:
Basic Needs
Inspiration
Who
Look into the Future

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Building Market Context
Informational Commercial
Service Oriented
Product Oriented
UK telcom service provider service mapping

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Discover new opportunities

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PLAN
How do we get to the future?

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An organization’s ability to
learn, and translate that
learning into action
rapidly, is the ultimate
competitive advantage.
- Jack Welch

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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

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EXECUTE
What can we do to make it
happen?

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Experience Design
• UI
• Product
• Print
• HTML/CSS
• Emotion
• Service
Tangible Intangible
informed by
marketplace business product / services customer enablers

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Precious Studio. Multiscreen patterns
http://previous.precious-forever.com/2011/05/26/patterns-for-multiscreen-strategies/
Ecosystem of multi-screens
Experience does not happen on just 1 screen. Designing the experience between the screens.

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Service Design
Designing 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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MEASURE
How 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 Iteration
Refine with findings to stay competitive.

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http://en.wikipedia.org/wiki/Travelling_salesman_problem
Further Readings
Traveling 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/developers
Berg 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 badge
http://www.tfl.gov.uk/transport-accessibility/pregnant-women-and-pushchairs
http://thenounproject.com/driskell
https://twitter.com/sandeepa
Credits