big experience - a concept model for digital strategy & product management with ux and sxd
DESCRIPTION
"Big Experience" is a *developing* framework and concept model with UX/CX principles at the core for planning, creating, delivering and analysing the product through iterative cycles in an increasingly real-time environment. This presentation examines some key principles.TRANSCRIPT
BIG EXPERIENCE
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Themes, Memes, Megatrends
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Progress
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deve
lopm
ent
intr
oduc
tion
grow
th
mat
urity
decl
ine
too late
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*
Wise people put their trust in ideas not circumstances*
Ralph Waldo Emersonhttp://twitter.com/jasontill
New Rules
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Fragmentation
Not just fragmentation – consumption style being altered
• Two-screening• Channel shifting• Time-shifting
Source: Wired
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Format proliferation - design for responsiveness
Mobiile phones
Tablets
Noteboooks
Laptops
Desktops
Internet TV
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Customer journeys with stings in their tails
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Inversion of message authority
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No more (faux) shaky handhelds
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A little nudge and everyone’s doing UX…
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What about CX?
Is it UX + stuff that’s offline?Is it what ad agencies have been doing all along?
Is it service design?
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CX: ‘known knowns’
The companies allocating the greatest amount of resources to Customer Experience are widely recognized for providing disappointing customer experiences.
[Exceptions AMEX & Vodafone.]
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Customer experience management (CEM) is in danger of being "misunderstood into extinction”
78% of executives now in CE have been redeployed from areas such as marketing and customer service, with no background in CE.
A large number of companies simply hand out new titles to operations staff without truly committing to customer experience management.
"The lack of effort behind the change ensures the failure of customer experience management in the eyes of corporate leadership.”
Customer Experience Management: Extinction Bound?http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=158814
June and September, 2011. 53 in-depth interviews with CE executives/industry experts and analysis of 8,000 CE executives (including 500 in the U.S.) from 2,106 "CE-active" companies across 239 countries. CE presence / CE title on LinkedIn.
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What will the future ask of us?
Ser
vice
the need for speed
social media transparency
data – analytics & CRM
people business via technology
new types of process & products
global mass affluent
evolving customer expectations
Service 2020 Megatrends for the decade ahead (Economist Intelligence Unit)http://www.slideshare.net/fred.zimny/service-2020-megatrends-for-the-decade-ahead-8787894
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The digital medium is not just the way of delivering or accessing the product
It is the product
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Information & UX architectureProduct architectureService architecture
Brand architectureExp
erie
nce
It’s all the same to the customer
It’s just scaffolding for the proposition
proposition
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If my experience of the brand is through the product and the service provided around it
The product and service are the brand
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Information / UX
Experience
Brand
Service
Product
Category
Delight cu
stomer lo
yalty long-te
rm growth and profitabilit
y
It’s emotional
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Information architectureProduct architectureService architecture
Brand architectureExp
erie
nce
BIG EXPERIENCE is full lifecycle
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Insight
BIG EXPERIENCE places insight at the core
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Insight
BIG EXPERIENCE = “Fast Experience” – it keeps moving
More incremental changes
More agile responses to customer feedback
More frequent iterations
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Realign don’t redesign
Evolution not revolution
The launch is not the end, it’s just the beginning. The pace of technology change and evolving customer expectations
requires smaller, faster iterations and releases.
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InsightCOLD
HOT
Detached
Attached
BIG EXPERIENCE gets its hands dirty
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Experience
The UX footprint
UX
Project management
Product development
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Experience
A bigger footprint = more relevant
Product management
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Uses real-time technology
Process & technology increasingly more integrated
ExperienceProduct management
( )
Through the cycle but not well integrated
Powerful but limited creation tools
New premium product suggests longer term integrated platform play
(And looks forward to when the tools will catch up with our imagination)
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Experience
BIG EXPERIENCEcreates opportunities for planners and IAs
More collaboration between strategy & UX
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Experience
Looks at designing for impact and emotion(not just usability and accessibility)
Higher production valuesRicher contentBranded contentMultiformat
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Experience
Plays well with creative
The rise of agile methodsInnovation and ideation
Creative concepting in parallel with UX
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Experience
Loves new ways of solving problems with process and technology
Private betaPublic betaMVT & A/B
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Experience
Loves making things which are real
Digital product development• Hi-fidelity prototyping• POC development• Pattern libraries
There’s a lot riding on this – it needs to look
flawless when I present it to the board.
I need repeatable process for new
releases – constant change is business as
usual.
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Experience
Knows which tools to use to ask the right questions at the right time
Real-time sentiment monitoring
Multichannel analytics
“Why would I want to do usability testing? I have 100,000 people
hitting my website every week and all the
data I need.”
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Experience
Listens hard to customers
Customer communities
Big data
Collaboration and co-design
Can we harness the power of customers for
product and service development?
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SXD & Employee engagement
Knows people connect with people who see processes and silos as irrelevant at best
CustomersCustomers
Customers
Customers
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Experience
Sees learning and collaboration as the future
Real-time sentiment monitoring
Multichannel analytics
Customer communities
Big data
MVT & A/BLive beta
Higher production valuesRicher contentMultiformat
Collaboration and co-design
More collaboration between strategy & UX
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