Humanising our Approach to Experience Strategy | Simon Norris

London | Bristol | Amsterdam
@simon_norris

@simon_norris
UX STRAT, EUROPE
Thinking beyond:
humanising our approach
to experience strategy

@simon_norris
A brand is not just a logo, a website or your
business cards... it's an experience
Anon

@simon_norris
What does it mean to
call a taxi  
in a world where
Uber is valued  
more highly than the
entire taxi market of
most cities?

@simon_norris
What does it mean
to book a room  
or apartment  
in a world where
planning no longer
means having to
think days or
weeks ahead?

@simon_norris
And, what does money mean  
in an increasingly cashless world?

@simon_norris
A brand for a company is like a reputation for
a person. You earn reputation by doing the
hard things well
Jeﬀ Bezos

@simon_norris
The client’s brief
1. Deliver a compelling brand  
for the banking customers  
of tomorrow
2. Identify or create opportunities  
for future growth of the brand

@simon_norris
’nimbl’
Quick and light in movement  
or action (of the mind); 
able to think and understand quickly

@simon_norris
Brand philosophy & vision

@simon_norris
2 4 5
Ask a parent to activate
your card online and
view your PIN
Make sure your allowance
is set to top-up your
account regularly
Get the nimbl app and keep
an eye on how much you
spend and save
All yours!
Your money, your choice.
Now you can spend in store and
online or start saving today
Your nimbl card is contactless
Just tap to pay where you see the sign

Future
@simon_norris
The road ahead - evolving the brand
Building the vision
around a sense of
‘conﬁdence’ we’ve
deliberately created  
a space for nimbl to
occupy and further  
grow into.
Project
Managing money is  
just one of a wider  
set of core life-skills
parents wish for their
children.

@simon_norris
Managing money - evolving the brand
Assertiveness
Managing money
Critical thinking Problem solving
Decision making
Eﬀective
communication
Creative thinking Team working
Life skill

@simon_norris
Developing life skills - evolving the brand
Assertiveness
Managing money
Critical thinking Problem solving
Decision making
Eﬀective
communication
Creative thinking Team working
Life skills

@simon_norris
It ain’t what you do
it’s the way that you do it
Ella Fitzgerald

@simon_norris
+ +
A product proposition
Payment system for parents of school-aged children

@simon_norris
Create a compelling brand
Brand

@simon_norris
Defining the problem!
Problem notion
• An awareness of what
might be the cause 
• Some sense of
requirement
Problem definition
• A ‘true’ brief
• A clear sense of the
problem / opportunity
• The ‘effects’ it causes
• An understanding of
how to approach it
versus
Brand

@simon_norris
Knowledge of what is  
does not directly open the door
to what should be.
Albert Einstein

@simon_norris
Original objective: Micro thinking
Brand
Human
Tech
Brand
Technology

@simon_norris
Gaining perspective: Macro thinking
Family Child
Money
Tech
Brand Brand
Tech
Human

Evolving the brand
`
Family
Tech
Child
Money
Brand
Technology
Brand
Tech
Human
Brand
@simon_norris

Evolving the brand
`
Family
Tech
Child
Money
Brand
Technology
Brand
Tech
Human
@simon_norris
Experience

@simon_norris
Design is the silent ambassador
of your brand
Paul Rand

The Double-Diamond design process
@simon_norris
Discover Define Deliver
D
iverge
C
onverge
C
reate
choices
M
ake
choices
D
iverge
C
onverge
C
reate
choices
M
ake
choices
Develop Measurement

D
iverge
C
onverge
C
reate
choices
M
ake
choices
D
iverge
C
onverge
C
reate
choices
M
ake
choices
Develop Measurement
@simon_norris

D
iverge
C
onverge
C
reate
choices
M
ake
choices
D
iverge
C
onverge
C
reate
choices
M
ake
choices
Develop Measurement
Developed by the UK's Design Council@simon_norris

Discover Define DeliverDevelop Measurement
Feedback loop

Discover DeliverDevelop
The UX Strategy Illusion
Define

Discover Deliver
§
DevelopDefine
Experience focused

@simon_norris
Design is not just what it looks like
and feels like. Design is how it works.
Steve Jobs

Taking the client on a design journey
• There in an inherent challenge on taking a client on
a journey across a prolonged research and
discovery project;
• Ensuring insights are surfaced and explained in
terms of how they inform thinking;
• Consensus with the methods and supporting
rationale;
• Collaboration is critical;
• Matching with the client.
@simon_norris

@simon_norris
Meet the UX ‘thinkers’
Thinking as a designer, and what this represents
}The power of two
Tim
‘To design is to communicate
clearly by whatever means
you can control or master.’
Milton Glaser
‘Curiosity breeds creativity.’
Tim
Aled

@simon_norris
First-diamond methodology
2 wks
Known
Qualitative
Explore
1-2-1 interviews
Explore & Validate
Focus groups
Quantitative
Validate Primarily
Surveys
8 wks
Analysis, sense-making and insight

Criss-crossing the process
Measurement
1. Starts out highly
explorative and
‘divergent’ in nature
2. New insights validate  
or create new paths for
exploration and discovery
3. Over time, we build a
sense of what’s important
and what can be ‘pruned’
@simon_norris

@simon_norris
The best vision is insight
Malcolm Forbes

@simon_norris
• Perceived generational divide; 
• Value of money less well-understood in a world of digital;
• Children more money focused today;
• Schools not seen to be playing an active part (implying
adults see this as an educational issue);
• Banks also not seen to be set-up to manage the ﬁnancial
needs of today’s teenagers.
“Mum, my money’s gone.  
So we sat down to look at her
bank statements together.”
Mum of Kate, 13
“He didn’t realise he was
spending money.”
Dad on his son’s  
in-app purchases
The meaning of money
1.
active learning

@simon_norris
‘Active learning’ was a cornerstone
informing all our brand proposition
development work.
The meaning of money
1.
active learning
Family
Parent
Child
Manage
Transact
nimbl

@simon_norris
Drivers for pocket money:
• Emotive recollections by parents:
• Happiness;
• Maturity;
• Reward. 
• Parents who received pocket money are 3x more likely  
to give their children pocket money.
• Extension of parental care whilst away from home.
“I was able to ‘send’ him
the money so I knew
he’d get home safely.”
Parent
Under 1 in 3 parents
give pocket money for
‘convenience’ reasons.
Survey insight
Feeling over function
2.

@simon_norris
• The Why (feeling) proceeds The What (function);
• To capture emotion and reflect parental desires
for care into the brand proposition;
• Create an enduring legacy to drive  
future brand evolution;
“Today’s financially
confident children  
will become tomorrow’s
financially confident
adults. It’s nimbl,  
not banking.”
nimbl brand philosophy
Feeling over function
Creating a sense of legacy
2.

@simon_norris
• Feeling independence & acting responsibly - freedom;
• Responsibility is ‘given’ or ‘earned’;
• The ‘felt’ conﬁdence is two-way - parent & child;
“He kept taking it out
of his wallet to show
his friends.”
Parent, 1-2-1 interviews
Responsibility
3.

@simon_norris
A daisy-chained ‘on-boarding’ experience
Why we chose to celebrate symbolic importance
4.
2-3 hrs
Parent orders 
card online
Step 1
Order conﬁrmation
received
Step 2
Card arrives
in post
Step 3
How you getting on?
Follow up emails
Step 4
1-2 wks 2+ wks
Get parents & children
thinking about the card
arrival and initial usage
Usage tracking
Little notiﬁcations
along way to support
on boarding
Countdown comms
Getting ready and
building anticipation

London | Bristol | Amsterdam
@simon_norris @we_are_nomensa

Humanising our Approach to Experience Strategy | Simon Norris

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Humanising our Approach to Experience Strategy | Simon Norris