To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition. Whether your customers are members, students, clients, influencers or patients, this exclusive seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline, and provide steps for how you can use digital to improve customer experience and reach your business goals.

1. 30 APRIL // 2015
DIGITALLY
TRANSFORMING
BUSINESS
DAN BAKER, DIGITAL EXPERIENCE DIRECTOR
HELEN WHATTLER, DIGITAL EXPERIENCE CONSULTANT

2. TODAY’S AGENDA
✱ A CHANGING LANDSCAPE
✱ PRINCIPLES FOR DRIVING CHANGE
✱ WORKSHOP ACTIVITIES
✱ SHARED LEARNINGS

3. WHAT DIGITAL
USED TO BE

4. WHAT DIGITAL HAS
BECOME

5. CHANGING THE WAY
YOU DO BUSINESS

6. THE INTERNET IS AMONG THE FEW THINGS HUMANS HAVE
BUILT THAT THEY DON’T TRULY UNDERSTAND. IT IS THE
LARGEST EXPERIMENT INVOLVING ANARCHY IN HISTORY.
AS GLOBAL CONNECTIVITY CONTINUES ITS
UNPRECEDENTED ADVANCE, MANY OLD INSTITUTIONS AND
HIERACHIES WILL HAVE TO ADAPT OR RISK BECOMING
OBSOLETE.
THE STRUGGLES WE SEE TODAY IN MANY BUSINESSES, ARE
EXAMPLES OF THE DRAMATIC SHIFT FOR SOCIETY THAT
LIES AHEAD, AND WE’VE BARELY LEFT THE STARTING
BLOCKS.
-EricSchmidt&JaredCohen,TheNewDigitalAge
“

7. HOW TO DRIVE THE
TRANSFORMATION
AGENDA

8. Daring to be Digital | Adrian Porter, Head of Strategic Research, Precedent

9. Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent
DIGITAL
TRANSFORMATION
DIGITAL
TRANSFORMATION

11. HOW DO I START?

12. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL

13. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL

15. CULTURE CHAMPIONS

16. CULTURE CHAMPIONS

18. THREE
GUIDING
PRINCIPLES

19. WORK
COLLABORATIVELY

20. TELL STORIES

21. SHOW THINGS

22. PROTOTYPING

23. PROTOTYPING FOR PURPOSE
Using them to get
everyone on the same
page, avoiding
misinterpretation of
ideas, using them as a
method to show and
tell.
Prototypes act as a way
to work through your
design solution, giving
you the ability to
evaluate a few different
options, tweak them,
and come up with the
best one.
Using them to sell your
design solution to
internal stake holders
like senior
management, other
designers, or the
engineering team.
Can this experience be
built and implemented
within the business? An
opportunity to assess
early on the scope for
technical build & impact
to the business.
Prototypes allow your
end user to interact with
your product from the
earliest concept designs
Work
through
a design
As a common
communication
platform
Sell your
ideas
Gauge
technical
feasibility
User
research

24. PAPER PROTOTYPES

25. WIREFRAME PROTOTYPES

26. INTERACTIVE PROTOTYPES

27. ACTIVITY 1:
PAPER PROTOTYPING

28. THE BRIEF
• The City of Perth are hosting a 2-day event over a weekend, celebrating
the multiculturalism of our vibrant city.
THE CHALLENGE
• Design a website homepage to promote the event and it's various
offerings.
THE REQUIREMENTS
• Provide users with some details about the event (who, what, when, why)
• Promote specific event and their details (date, time, location(s), prices,
agenda)
• Utilise rich media (i.e. videos)
• Promote social channels
• Include information about the promoters (i.e. city of Perth) and their
partners
• Allow users to subscribe for updates

31. TIME FOR A COFFEE
BREAK!

32. USER RESEARCH

33. A VARIETY OF METHODS
Individual interviews allow
you to probe their
attitudes, beliefs, desires,
and experiences to get a
deeper understanding of
the users who come to
your site.
The researchers watch
and listen as users work in
the user’s own
environment. Contextual
interviews tend to be more
natural and sometimes
more realistic as a result.
An online survey is a
structured questionnaire
that your target audience
completes over the internet
generally through a filling
out a form. Online surveys
can vary in length and
format
A long running research
process that requires the
user to create diary entries
on a set interval. Allows
users to be polled for
longer periods.
Usability testing refers to
evaluating a product or
service by testing it with
representative users.
The process of co-design
products, services and
tactics with end users.
Interviews Diary Study
Usability
Testing
Survey
Contextual
Interviews
Participatory
Design

34. A BALANCED MIX

35. A BALANCED MIX

36. ACTIVITY 2:
USABILITY TESTING

37. USABILITY TESTING 101
How do I write a test script?
* Prior to testing know the objectives of why you are testing
* Each task needs to have a clear solution to assist in
understanding task completion
* Tasks need to realistic. Something the user would actually do
* Turn the task into a scenario. This helps participants better
put themselves
in the shoes of the user they are representing
* Unambiguous and simple
* In the user’s language and related to the user’s needs

38. USABILITY TESTING 101
MODERATING A SESSION
* Becoming a great moderator takes practice, it is a learned
skill that improves the more you do it
* Bad interviews can result in:
* Missing data
* Misleading results
* Incomplete detail
* Partial insights / Lost opportunities
* Ausability test moderator serves three parties:
* First, and foremost the participant
* the session observers
* the rest of the design team

39. THE FLIGHT ATTENDANT

40. THE SPORTS COMMENTATOR

41. THE SCIENTIST

42. USABILITY TESTING 101
ASKING THE RIGHT QUESTIONS
* Observations can have many interpretations
* For example, if a user did not click a link, maybe they did or did not understand it
* The questions you ask are just a way of probing and encouraging
the user to say what they are doing and thinking
* Ask open-ended questions
* Stimulates thoughtful, meaningful answers
* Makes the participant think
* Avoids single answer (yes/no) responses
* Hands the control over to the participant
* Open questions usually begin with What? Why? How? Describe…
* Avoid leading questions, they can skew the test and result in
inaccurate data.
* “Don’t you think the navigation is difficult to use?” or
* “What are your likes/dislikes on this page”?

43. CREATING A TEST SCRIPT

44. THE BRIEF
• You need to provide solid proof to your stakeholders that your prototype will
work once out in market.
THE CHALLENGE
• Run a usability test and provide qualitative insights.
THE REQUIREMENTS
• Write a script with at least 5 tasks which focus on;
• Exploring if the test participants understand the purpose of the website
• Locating key functionality
• Testing the effectiveness of the content and labels
• Test the prototype with at least one participant
• Record any insights and present back to the group
THE SCRIPT

45. SHARED LEARNINGSSHARED
LEARNINGS