lean ux in the experience economy · 2018-02-08 · lean ux:= rapid prototyping of the user...

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(C) 2017 Michael McKay 1 Lean UX in the experience economy Michael McKay,, M.Sc.Design Strategist, Member of The Danish Council Photo: Google images

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(C) 2017 Michael McKay 1

Lean UX in the experience economyMichael McKay,, M.Sc.Design Strategist, Member of The Danish Council

Photo: Google images

(C) 2017 Michael McKay 2

Why Lean UX now?

What is Lean UX?

How can we use lean UX?

(C) 2017 Michael McKay 3

My path to customer centricity

(C) 2017 Michael McKay 4

Why Lean UX now?

(C) 2017 Michael McKay 5Franz Reichelt, 1912, Photo: Google images

(C) 2017 Michael McKay 6Franz Reichelt, 1912, Video: Youtube

(C) 2017 Michael McKay 7

in the customer experience economy, design thinking is the new arena for innovation

(C) 2017 Michael McKay 8

design thinking offers a set of tools and thinking styles tuned for rapid, lean and agile work modes

(C) 2017 Michael McKay 9

Technology Design

Business

(C) 2017 Michael McKay 10

Technology Design

Business

User Experience

(C) 2017 Michael McKay 11

lean UX:= rapid prototyping of the user experience first, successively adding layers of technology development, business

model generation and user interface design as a team

(C) 2017 Michael McKay 12

Technology Design

Business

Lean UX

(C) 2017 Michael McKay 13

startups and agile businesses are at an advantage point fitting in to the new economy.

(C) 2017 Michael McKay 14

grown and mature companies face several challenges while adopting this new behaviour

(C) 2017 Michael McKay 15

What is Lean UX?

(C) 2017 Michael McKay 25

Severe customer pain

Light customer pain

Low feasibility at our company

High feasibility at our company

Prioritised long term solution

discovery

Prioritised for solution discovery

Low priority items for product

optimization

Significant and easy to implement

Insignificant problems nice-to-have

and easy

Significant but requires

work

(C) 2017 Michael McKay 28

Starting Point(s)

Theme#1

Theme#2

Theme#3

Theme#4

Theme#5

Customer Research

Customer Problem Themes

(C) 2017 Michael McKay 29

Day#1 Empathy

Day#2 Ideas

Day#3 Filter & Select

Day#4 Iterate

Day#5 Experience Story

Design Workshop

Customer Problem Themes

(C) 2017 Michael McKay 30

Validated Product & Service Concepts

5 Day Design Workshop

Day#1 Empathy

Day#2 Ideas

Day#3 Filter & Select

Day#4 Iterate

Day#5 Experience Story

Customer Problem Themes

Customer Segmentation Idea

CatalogueSolution portfolio and

roadmapShort term, long term

and hero product concepts

Go to market strategy with talking points for

the new solutions

Validated Customer Experience Prototype(s)

and value propositions(s)

Customer Problem Themes Customer Problem Theme videos

Solution Validation videos

High Fidelity Experience Prototypes

(C) 2017 Michael McKay 31

Launched Products & Services

Experience Validation

#1 ExperienceValidation

#2ExperienceValidation

#3

Agile Development

Validated Product & Service Concepts

High Fidelity Experiences

(C) 2017 Michael McKay 32

Empathy Ideas Filter & Select Iterate

Agile Implementation

StoryUser Research

Starting Point

Customer Problem Themes

Customer Segmentation Idea

CatalogueGo to market strategy with talking points for

the new solutions

Validated Customer Experience Prototype(s)

and value propositions(s)

Product ImplemerntationAgile Development

Qualitative Customer Research

Agile Customer Centric Product Development

Day#1 Empathy

Day#2 Ideas

Day#3 Filter & Select

Day#4 Iterate

Day#5 Experience Story

Solution Validation

Solution portfolio and roadmap

Short term, long term and hero product

concepts

Solution Story

High Fidelity Experiences

(C) 2017 Michael McKay 33

ALLWAYS involve the customer!

(C) 2017 Michael McKay 34

Value Proposition Showcase video

Business case SpreadsheetQuantify the business case

Landing pageVisualise key user experience elements

Company PamphletParaphrase the customer value proposition Bring a holistic

understanding of the service

Choreographed product experienceGauge initial fit of value proposition to specific customer segments

Experience Story boardVisualise key user experience elements

Learning Prototype

Hand operated backendUnderstand key solution details in realistic context

The new prototypes

(C) 2017 Michael McKay 35

Value Proposition Showcase video

Business case SpreadsheetQuantify the business case

Visualise key user experience elements

Company Paraphrase the customer value proposition

Bring a holistic understanding of the service

Choreographed product experienceGauge initial fit of value proposition to specific customer segments

Experience Story boardVisualise key user experience elements

Learning Prototype

Hand operated backendUnderstand key solution details in realistic context

Two Dimensions of PrototypingH

i fid

elity

Lo Resolution Hi Resolution

Lo fi

delit

y

Landing page

Hand operated backendUnderstand key solution details in realistic context

(C) 2017 Michael McKay 36

Value Proposition Showcase video

Business case SpreadsheetQuantify the business case

Visualise key user experience elements

Company Paraphrase the customer value proposition

Bring a holistic understanding of the service

Choreographed product experienceGauge initial fit of value proposition to specific customer segments

Experience Story boardVisualise key user experience elements

Learning Prototype

Hand operated backendUnderstand key solution details in realistic context

Two Dimensions of PrototypingH

i fid

elity

Lo Resolution Hi Resolution

Lo fi

delit

y

Landing page

Hand operated backendUnderstand key solution details in realistic context

PrinciplePrototype

Hyper Marketing

PaperPrototype

Pilot Prototype

(C) 2017 Michael McKay 37

Prototyping

PrinciplePrototype

Hi fidelity

Hi ResolutionLo fidelity

Pilot Prototype

Lo ResolutionLo fidelity Hi fidelity

Lo Resolution Hi Resolution

Hyper Marketing

PaperPrototype

(C) 2017 Michael McKay 38

The higher quality of a prototype, the less invitation for co-creation and comments for change

(C) 2017 Michael McKay 39

Only build the minimum prototype possible to satisfy your learning goal

(C) 2017 Michael McKay 40

How can we use lean UX?

(C) 2017 Michael McKay 41

INSPIRATION AND DIGITAL MATURITY ASSESSMENT

DIGITAL CONCEPT MAKING CULTURE ANCHOR

• Inspire the leadership team

• Vet the appetite and belief in an ambitious and relevant digital strategy for the business

• Current state of your digital ambition

• New digital concepts

• Accelerate our product development process through digital design thinking

• Adopt new effective design thinking tools

• Sustained digital innovation practice in the organization

• Driving cultural, structural and process change

• Market introduction and product operation

DIGITAL DESIGN THINKING

(C) 2017 Michael McKay 42

building a sustainable design culture - capable of using lean ux -

requires support from the top, a dedicated practitioner layer

and orchestrated change management on an organisational level

(C) 2017 Michael McKay 43

Thank Youmichaelmckay71

(C) Michael McKay, September 2016