10 Strategic UX Techniques

10 Strategic UX
Techniques

by Eewei Chen
Eewei@HaaYaa.com @ultraman #UX #Lean #LeanStartup @KingstonUni

ears
y
16
I have been designing a long time

SKY+

EPG

ANYTIME

MOBILE WEB SKY GO

Working with large organisations!

1. Predict the future
2. Inﬂuence
3. Balance innovation
4. Join the dots
5. Deﬁne success
6. Understand customers
7. Test your MVP
8. Measure success
9. Simplify the business model
10. Sustain success

What you will learn today

“An experience strategy is that collection of
activities that an organisation chooses to
undertake to deliver a series of interactions
which, when taken together, constitute a
product or service offering that is superior in a
meaningful, hard to replicate way; that is
unique, distinct & distinguishable from that
available from a competitor.”

- Steve Batty, VP IxDA

What is Strategic UX?

Hopes, Fears, RAIDs
User behaviours Value map
(incl. Competitors)
and needs
Business purpose and needs

Activities needed to deliver
interactions that deﬁne a product or
service in a unique & memorable way*
Interactions and journeys

Validate

Prioritise Business model Elevator pitch
Build team

What is Strategic UX?
* Adapted from Steve Batty’s (VP IXDA) deﬁnition of an Experience strategy


Predict the future


“The best way to predict the
future is to create it.”

- Peter Drucker, management guru


no longer exist

no one can live without

Survival of the ﬁttest

1886 1903 1937 1943
Ford Model T Wright brothers 302 Biro
First car First ﬂight First phone First non drip pen

Retention, Market share, brand strength?

1975 1996 2007 2013
Xerox star Motorola Startac iPhone Your product?
First GUI First mobile phone First ‘Smart’ phone First...

Why predict the future?

customer
Trends

Trends

Trends customer
Stakeholder Stakeholder
Stakeholder customer
customer Trends

Trends Stakeholder Trends
Trends

Stakeholder
Stakeholder
customer
customer customer
customer

Trends Stakeholder

Trends Trends
Trends
Trends
Stakeholder

See what is trending

school
nature
home
commute

Web Se
co
Mobile work
shopping
s? n
d d
ar sc
dining ew re play
R e n
?
exercise
Live event hobbies
sleep
Data analysis? cinema

family sport

friends TV holiday

Create a framework

Inﬂuence


Founder
Business owner
Futurist
CEO
Strategy / Planning Manager
Producer Marketing
Customer insight Director of design
UX Design
Creative Director
Graphic Design Teacher
Development UX Lead
Design team lead Operations
Sales
Mentor Strategy consultant
Customer Service
Nerd Customer Training BA
Brand New business guy
Designer
HR
IA
Finance

Connect with everyone


Sticky whispers

e.g. “The only way is up”

Why is shared understanding important?
5 Eewei@HaaYaa.com @ultraman #UX #Lean #LeanStartup @KingstonUni

Thanks Jeff Patton!

Create a shared understanding

• “Hopes and Fears” • Technology
• ROI, Impact & KPIs • Opportunities
• RAID • Analysis

Deﬁne the vision

TV

Vi v
, He
• Marketing plan and timings ad
of
my Mar
• Tone of voice and brand messaging ma ket
te ing
• Shared awareness of needs :-) ,

Create UX champions


Roles & Responsibilities

RACI

Design the process

Balance innovation


Innovation is the development of new
customer value through solutions that meet
new or old customer and market needs in
new ways.

- Wikipedia

What is Innovation?

too busy

unproven risk
over analysis
not connected
Innovation

process,
less risky process,
process
political safety in what is known
Tactical

quick results comfortable

no time to improve
Optimise and ﬁx

short sighted old tech

Find the right balance

NON-APPLICABILITY Not applicable
Future
Good enough
tech

not innovative enough

Emerging awesome innovation*
idea
product
Tactical idea
idea
ﬁx

* push and join the dots INNOVATION

More applicable innovation

IMPACT
potential maximum impact

what if... 60% of TIME gives
you 95% of IMPACT.

Good enough?

TIME

Time box it

Join the dots


Identify problems

Point, know & buy
mobile advertising
Start

Monetise Find
Relevance idle sourcing

Ease of use
mobile payments Find-a-bility
accessibility

Belong Learn

Mood monitoring

social media Consume
second screen

Outline the customer experience

Relevance

Find-a-bility

Ease of use
http://staging.skycreative.tv/jh/nav/index.html
http://staging.skycreative.tv/jh/nav/indexx.html
http://staging.skycreative.tv/jh/nav/indexxx.html

Solve it

Deﬁne success


“Start with the end in mind.”

- Anonymous


Manufacturing
= Production of high quality goods

Agile
= Working software

Lean Startup
= Validated learning

Lean UX
= Outcomes & Impact

What is success?

Output - EASY
Software we build. The materials we produce.

Outcome - NOT TOO HARD
The immediate change due to delivering output.

Impact - VERY HARD
The larger change we see over time

How do you deﬁne success?

Output
A new sign in page

Outcome
Users sign in at a higher success rate

Impact
larger basket value per purchase

How do you deﬁne success?

We believe by Output, we will
Outcome* leading to Impact

* Qualitative and or Quantatative

Assumptions deﬁne success

Emotivu

Facebook posts movie database Affiliate deals

profile second screen
Tweets
sentiment
analysis movies buy

mood
tags rent

interests
YouTube subscribe
mobile ads
Express Suggest Watch

“We believe by letting users link their social IDs we will improve the accuracy of
movie recommendations leading to increased content viewing & purchasing.”

Understand customers


Create a time management app!

pretty Unique
pic insight

Statistical Speciﬁc
data needs

Lightweight personas

???
No Time
I am always running ...
errands, managing the
kids, keeping things
running...

???
???

... ...

What are Mary’s problems? (shout out)

Problem: No Time

We believe by Output, we will Outcome*
leading to Impact

We believe by synching with users calendars,
we will reduce the number of clashing events
leading to increased productivity

* Qualitative and or Quantatative

Writing assumtions

Write an assumption


Sketch your assumptions
(6 UP)


Test your MVP


Fenyman, the grandfather of Lean Startup?

http://www.youtube.com/watch?v=b240PGCMwV0

What is an MVP?

Fenyman vs Ries

• Guess • Assume
• Consequences • Output, Outcome, Impact
• Experiment • MVP

Validated learning!

MVPs help measure success

• Validate biggest assumptions ﬁrst
• ‘Thin slice’ a holistic journey
• Continuously add and pull new features (Kanban)
• Build, Measure, Learn

Do it in small batches

https://www.youtube.com/watch?v=szr0ezLyQHY

• “In the wild” • Pivot or persevere
• Real-time • Guerilla usability
• Fast, furious & fun • Developers, designers, customers
• Insightful • Lean, Agile, MVP

Get out of the “building”

Measure success


AS
SU
M PT
ION

Quick wins Differentiator

AS

Impact
SU
MP
T ION

Building
Bin it
blocks
ASSUMPTION

AS
SU Difficulty of Implementation
MP
T ION

Drive out assumptions

Having the latest movies
before Netﬂix &
LoveFilm...
HIGH IMPACT

Differentiator
Quick

EASY DIFFICULT

Building blocks Bin it

LOW IMPACT

Value map assumptions

HIGH RISK
Having the latest movies
before Netﬂix &
LoveFilm...

KNOWN UNKNOWN

LOW RISK

De-risk assumptions

ics
m etr
i ty
van ase!
No ple

Split tests saw Wk4 joiners get all
changes all at once. Retention was best:

- simpliﬁed search box
- sign in at start of experience
- 3 products vs 9
- introduction of Live Chat

Innovation accounting, Cohort analysis

Value map
assumptions


Simplify the business model


rc les
Ci
ld en
Go

What: We make great computers, Why: We constantly challenge the status
phones, tablets and TVs quo to make your world a better place

How: They are well designed and How: Everything we create is beautifully
simple to use designed, simple to use & useful to you

Want to buy one? What: We just happen to make great
computers, phones, tablets and tvs
http://www.ted.com/talks/
simon_sinek_how_great_leaders_inspire_action.html Would you like one?

Start with the “Why”

For people who need
information on the move , the
Apple iPhone is a SmartPhone
that lets you access email and
internet , unlike the Palm
Treo , the Apple iPhone
removes the ﬁxed keyboard
giving you 40% more room to
email and browse the internet
+ Tag line

“Reinventing the phone”

Sum up your business in one sentence

Calendar integration

Movie studios SEM and SEO Co-creation
and production
companies
Task delegation Mary the busy
mom

NEEDS &
GOALS
1
2
Marketing Mobile 3
4
5
6

SEM keyword Pay for movie
purchasing (-$) previews (+$)

Business model canvas

• Acquisition: arrival from channels
• Activation: enjoy the initial visit
• Retention: re-visit
• Referral: tell others
• Revenue: pay for services

http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version

DaveMcClure

Pirate metrics AARRR!

Write an elevator
pitch


Sustain success


Innovation

Innovation

Tactical
Projects Tactical projects

Optimisation and ﬁxes Optimisation and ﬁxes

*Innovation needs to be practical

Oil the machine

Cool tech + clever partnerships

Release Release
Release

Build Build Build
Measure Measure Measure
Learn Learn Learn

Awesome team

Choose the right tech, partnerships, team

Good design is:

Innovative = early adoption & new prospects
Useful = increased repeat visits
Aesthetic = improved customer satisfaction (NPS)
Understandable = reduced complaints
Unobtrusive = reduced task completion time
Honest = social media kudos
Long lasting = less release cycles
Thorough = preferred over competitor
Environmentally friendly = accessibility
As little design as possible = fewer clicks to content
http://www.vitsoe.com/en/gb/about/dieterrams/gooddesign

Map principles to success metrics

• Page component layout • Document lightly (fonts, colours)
• User ﬂows • High level rules, design rational, ﬂows
• Interaction models • Page templates, components, css
stylesheets and ux pattern library

Wireframes & Guidelines

• Give expert talks
• Facilitate creative workshops
• Mentor teams

Live and breathe it

t io n
no va
n in
Be a sive
!
bver
Of 15 innovation champions*,
su 10 left their organisations to
become consultants, 4 joined
smaller or startup companies,
and 1 retired.
ZERO returned to a Fortune
500 company. Most have
Fortune 500 companies and
their former organisations as
clients.

*consultant is not a ‘dirty’ word any more!Innovation studied why corporate innovation champions struggle to survive.
* The Association for Managers of

It’s ok to get ﬁred (I did... kinda)

Idea
Idea
Idea Idea

Idea
Idea
Idea
Idea Idea
Idea
Idea

Bin Tactical Awesome

• Start small ﬁres. Fail fast & often.
• Pivot based on customer validation.
• Persevere past early stage adoption. Build momentum.

Don’t stop believing

1. Inﬂuence people
2. Predict the future
3. Balance innovation
4. Join the dots
5. Deﬁne success
6. Understand customers
7. Test your MVP
8. Measure success
9. Simplify the business model
10. Sustain success

What you learned today

Dave Gray Alex Osterwalder Eric Ries
http://www.davegrayinfo.com www.businessmodelgeneration.com www.startuplessonslearned.com

Jeff Gothelf Jonathan Rasmusson
http://tinyurl.com/d72chdl
Eewei Chen
http://tinyurl.com/btdxl9j
http://designrecip.es

Thank you. Questions?

10 Strategic UX Techniques

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