understanding your users – unlock business value with€¦ · think digital customer conference...

Understanding Your Users – Unlock Business Value with a Great User ExperienceCloud Acceleration

Principal, User and Stakeholder Experience

Email: [email protected]: @jasonr64LinkedIn: https://www.linkedin.com/in/jruud/

Jason Ruud

mailto:[email protected]

https://www.linkedin.com/in/jruud/

/ 3Think Digital Customer Conference 2019

The Modern Solution Experience

CustomerExperience

StakeholderExperience

UserExperience

DeveloperExperience

Wednesday 3:45The Cloud Trifecta

D365 + Azure + O365

Wednesday 5:00Panel Discussion

Confessions of a Developer

Thursday 4:30The 4 Elements you Need to Successfully

Develop Custom Solutions

Friday 11:15Understanding Your Users – Unlock

Business Value with a Great User Experience


Understanding Your UsersUnlock Business Value with a Great User Experience

History of User Experience (UX)

Problems we face when building

experiences

UX Process and methodology

A closer look at UX in the wild

Example of UX in practice

01

02

03

04

05


EMPATHYWhat they doWhy they do it


OUTCOMESIntimately Understand the Problem(s) your customers face

Features are not a success metric


"User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.

– Don Norman and Jakob Nielsen


User Experience is all-encompassing


"What would this look like if it were easy?”

– Tim Ferriss


Design Matters

38%Will abandon a task or experience based on

aesthetics

Source: Adobe


PROBLEM

Cross functional teams find it hard to align with common business objectives.

Source: AJ&Smart, Berlin


PROBLEM

Teams often work towards unclear goals as project scope changes repeatedly.



PROBLEM

Teams lack real data on which to base business decisions, instead relying on assumptions and endless internal discussions.



Why would anyone want that?

• Link to Willie Wonka clip• https://www.youtube.com/watch?v=t7lIsKhmsVE

https://www.youtube.com/watch?v=t7lIsKhmsVE


Cost of Assumptions

+33-50%Increase in development cycles when UX investments made

in the conceptual phase are absent

Source: SDS (Strategic Data Consulting) special report: ‘UX Business Impacts and ROI’


• Fire Phone

Source: TechCrunch


Employee Quote

“We poured surreal amounts of money into it, yet we all thought it had no value for the customer, which was the biggest irony. Whenever anyone asked why we were doing this, the answer was, ‘Because Jeff wants it.’ No one thought the feature justified the cost to the project. No one. Absolutely no one.”

– Anonymous Amazon Employee


What is at the UX core?


Source: Experience Design Works


Source: PAUL ADAMS


UX UI

UsabilityTestingUser

Research

User Stories

Personas

Low FidelityDesigns Layout

Visual Design

Branding


Outcomes over Outputs


People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.

– Theodore Levitt, Economist

Source: Medium


UX Process

(Image: Graphite Digital)


Doubt Certainty


Source: GV

Take a Shortcut to Learning…


(Image: Pixabay)

“If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and five minutes thinking about solutions.”

- Albert Einstein


Understand &Define



Understand &Define

(Image: @andreacau)


Understand &Define


Ideate



Prototype



Prototype

Source: https://www.youtube.com/watch?v=y20E3qBmHpg


Validate


Not so great experiences…


(source: UX Epic Fails)


(Image: straitstimes.com)

https://www.straitstimes.com/world/false-missile-alert-in-hawaii-prompts-federal-inquiry


(Image: Honolulu Civil Beat)



Terrify 1.5 million people

Conduct a drill


What are some bad experiences that you tolerate?


7 factors that influence UX

(Courtesy: Interaction-design.org)


UsefulUsable

Desirable

+


What frictionless experiences have you encountered lately?


Nordstrom Innovation Labs

• Link to Sunglass iPad App Case Study• https://www.youtube.com/watch?v=dS3sD96m8gc

https://www.youtube.com/watch?v=dS3sD96m8gc


Let’s break it down…

• Who was on the team?• How were they working?• How did they know there was a problem to fix here?• How did they know they were done?• How did they stay on brand?

What did you see?


In Summary

• Lead with empathy• GOOB• Features are simply guesses

• Outcomes over outputs• Partner with a UX team to lower your development cost and

increase your ROI

Keys to building experiences your customers will love


Product Vision

Objective/Outcome

Objective/Outcome

Problem /Theme

Problem /Theme

Problem /Theme

Problem /Theme

Problem /Theme

Feature

Experiment

Feature

Experiment

Experiment

Feature

Feature

Experiment

Feature

Product RoadmapRelease plan


Remember…

User Experience without the user is NOT UX


Recommended Books


Acknowledgements

• Jeff Gothelf, speaker and author of LeanUX.• Jake Knapp, speaker and author of Sprint.

understanding your users – unlock business value with€¦ · think digital customer conference...

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