ux strat europe, simon norris, “thinking beyond: humanising the way we do experience strategy”
Post on 21-Apr-2017
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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
@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
@simon_norris
@simon_norris
@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 contactlessJust tap to pay where you see the sign
@simon_norris
@simon_norris
@simon_norris
Brand book
@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
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.
ProjectManaging 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 makingEffective
communication
Creative thinking Team working
Life skill
@simon_norris
Developing life skills - evolving the brand
Assertiveness
Managing money
Critical thinking Problem solving
Decision makingEffective
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
Diverge
Converge
Create
choic
es Make choices
Diverge
Converge
Create
choic
es
Make choices
Develop Measurement
The Double-Diamond design process
Discover Define Deliver
Diverge
Converge
Create
choic
es Make choices
Diverge
Converge
Create
choic
es
Make choices
Develop Measurement
@simon_norris
The Double-Diamond design process
Discover Define Deliver
Diverge
Converge
Create
choic
es Make choices
Diverge
Converge
Create
choic
es
Make choices
Develop Measurement
@simon_norris
The Double-Diamond design process
Discover Define Deliver
Diverge
Converge
Create
choic
es Make choices
Diverge
Converge
Create
choic
es
Make choices
Develop Measurement
Developed by the UK's Design Council @simon_norris
The Double-Diamond design process
Discover Define Deliver
Diverge
Converge
Create
choic
es Make choices
Diverge
Converge
Create
choic
es
Make choices
Develop Measurement
@simon_norris
The Double-Diamond design process
Discover Define DeliverDevelop Measurement
Feedback loop
Developed by the UK's Design Council @simon_norris
Discover DeliverDevelop
The UX Strategy Illusion
Define
Developed by the UK's Design Council @simon_norris
Discover Deliver§ DevelopDefine
Developed by the UK's Design Council @simon_norris
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 methodology2 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 orderscard online
Step 1
Order confirmation received
Step 2
Card arrives in post
Step 3
How you getting on? Follow up emails
Step 41-2 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
@simon_norris
A brand is not just a logo, a website or your business cards... it's an experience
Anon
Thank you
@simon_norris
London | Bristol | Amsterdam
@simon_norris @we_are_nomensa
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