SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez nos Conditions d’utilisation et notre Politique de confidentialité.
SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
…across various platforms… Approximately two-thirds of
customers will cross more than
…and multiple touchpoints Customers no longer interact with
companies from a “channel”
perspective; instead, they interact
(users / customers / not yet
People are different
Including those with
Adapted from Stephen Pheasant (1985)
1. This design is satisfactory for me - it will therefore be satisfactory for
2. This design is satisfactory for the average person - it will therefore be
satisfactory for everybody else.
3. The variability of people is so great that it cannot possibly be catered for in
any design - but since people are so wonderfully adaptable it doesn't matter
4. UX is expensive and since products, systems and services are actually
purchased on appearance and styling, UX considerations may be conveniently
5. UX is an excellent idea. I always design with UX in mind - but I do it intuitively
and rely on my common sense so I don't to need include actual users.
Why can it go wrong?
What “experience” is the design /
development based on – if there
is no user input?
Purpose of a
(What it is / Why you need it / What it does)
Whatis it? It informs project teams
how to go about
It aids the creation of a
“customer first” culture
It’s your commitment
to meet the needs of
Why do you need it?
Good design benefits
It shows a commitment
to putting customers
It reduces the need to
make [costly] last
What does it do?
It states who the “go
to” experts are
It is part of continual
improvement and UX
It is a blueprint for
(What goes in it to help the
Leadership statement Provides direction for
the business and lays
It explains what UCD
means for the business
Makes UCD a company
Outlines user groups
and market segments
What it means in real
Explains what UCD is
and why it is important
regulation to protect or
Leveraging standards to
deliver “what good
Equality Act 2010
UCD Project lifespan
Business ready processes
Project life span
Concept Design and build Release / Live
User Needs Usability
n n +
user needs for each sprint as required
Best Practice /
Personas / Journeys
/ Strategy Sprint 1
Expert input for each sprint as required
E Releasing after each sprint is possible
if testing can be incorporated quickly
Adapted from John Whalen, UXPA 2014
1. The CEO or board member has a family or friend that has / is…..
2. Legislation / regulation is forced upon the market
3. A magic number of sales/hits/requests generates interest…..
4. Market change and competition is forcing the business to be more customer
centric – this is likely to lead to industry wide change
5. To be different. To create that competitive advantage. The business wins have
been identified, it makes sense and will return more value for the business
and the customer
5 simple reasons
End of discussion…