Beyond User Experience - Designing Strategy and Services
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The document discusses how UX design alone is not enough for product success and that an effective strategy outlining how a product provides unique services to meet user needs is also required. It defines strategy as a plan to move from the current state to the desired future state. Analyzing the current state involves understanding who the target users are, what problems they face, and how they currently solve those problems. For products to be successful, they must differentiate themselves by providing services that meet user needs better than existing solutions. UX professionals should work to inform a holistic product strategy conversation, not just focus on UX. Designing services, not just interfaces, is key to strategy.
Beyond User Experience - Designing Strategy and Services
- 1. Beyond User Experience – Designing Strategy & Services Jasper Liu Lead UX Architect, ICF International Mobile UXCamp DC 2015
- 2. 2 Google decided to dismantle Google+. Why did it fail?
- 3. 3 • It offers a lot of features. • The circles look pretty cool. • There are not many heuristic violations.
- 4. 4 What caused the failure of Google+ is § Not UX design
- 5. 5 What caused the failure of Google+ is § Not UX design § But the lack of an effective strategy, outlining how it provides unique services for users' unmet needs.
- 6. 6 If a product does not provide valuable services to solve people’s problems, does it matter how usable and beautiful it is?
- 7. 7 There are millions of usable and beautiful products. Customers won’t care about one unless it helps their life.
- 8. 8 As is often the case, UX professionals get involved in a project after a new product initiative has been determined by a client or in-house management.
- 9. 9 Have you ever designed something that you know is doomed to failure?
- 10. 10 Have you ever designed something that you know is doomed to failure? For example: • A great feature that users never need. • An appealing website that does not have content users are looking for. • A native mobile app that users only need to use once a year. • An e-Library with nothing more than what can be found in Google.
- 11. 11 “Tactics without strategy is the noise before defeat. Strategy without tactics is the slowest route to victory.” This quotation is commonly attributed to Sun Tzu, but does not appear in his book.
- 12. 12 OK, a strategy is important. But what exactly is a “strategy” and how to create a good one?
- 13. 13 A strategy is not goals, though you need to define your goals first.
- 14. 14 Strategy is • A method or plan chosen to bring about a desired future. • It depicts how to move things from where they are to where they want to be.
- 15. 15 Understanding the current state is as important as defining the goals. A strategy outlines the directions to connect the two.
- 16. 16 Analyzing the current state involves more work than defining goals. You need to find out: 1. Who do you plan to serve? 2. What problems do you want to help them to solve? 3. How do they currently solve these problems? 4. How will your solution be different and better than the existing ones?
- 17. 17 Back to the example of Google+ • It does not provide a unique service that differentiates this product from its competitors. • It is much easier to recognize the unique characteristics of Facebook, Twitter, LinkedIn, and Instagram.
- 19. 19 Is there such thing as UX Strategy?
- 20. 20 UX strategy is part of product strategy. It is not its own thing. Calling it out as such further isolates designers from their colleagues in “the business” and does nothing to actually drive the value of a holistic user experience into the org’s mainstream conversations. Instead, designers should work to inform a product strategy conversation that considers not only the UX but the business’ and product’s success factors as well. Jeff Gothelf: No Source: http://www.jeffgothelf.com/blog/there-is-no-such-thing-as-ux-strategy/#sthash.ozSgqWOi.2cFBKjAI.dpbs
- 21. 21 If we extend the audience that we design for from users to customers, then CX people’s involvement in strategic planning goes from products (e.g. web, app) to services.
- 22. 22 • Shipping is not a product, but a service. • In-store services are not products. • But they could be key value propositions of a business (e.g. Amazon Prime, Disney).
- 23. 23 What drives customers to a business is its service, not UX/UI design.
- 24. 24 Actually, the best UI is invisible. It facilitates users to get things done through it in a natural way, with minimal conscious thought on the UI itself.
- 25. 25 Before we start designing the channel through which customers receive the services, the first step is to design the service itself.
- 26. 26 Designing a portfolio of services is to design the entire business strategy and offerings.
- 27. 27 Tools to Design Strategy and Services Customer Journey Map (source)
- 28. 28 Tools to Design Strategy and Services Service Blueprint (source)
- 29. 29 How can UX/CX people get involved in strategic discussions with senior leadership? • Do UX tactics well first • Build trust and relationship • Go from thought leadership to business leadership • Understand business priorities • Prove with data • Use empathy not only for users but also for stakeholders • Be patient and persevere • What else?
- 30. 30 Thank you! Jasper Liu Lead User Experience Architect ICF International www.icfi.com Jasper.liu@icfi.com www.linkedin.com/in/jasperlz www.pinterest.com/jasper1084
Editor's Notes
- #2: Intro
- #3: Photos and Hangouts are moved out of G+ and become standalone apps Google + is going to die Not a surprise. Has been a ghost town for a while
- #6: The key is unique services and user needs
- #7: Only if it is a game. Most of us do not design games.
- #8: As UX people, we know our users, or can do research to find out their needs.
- #9: When we start our UX tactics, it may have been too late and the product may has headed to a wrong direction.
- #10: Do you have any examples to share?
- #13: OK, I hope I have made a point that a strategy is important.
- #19: So far, we have talked abut strategy in general.
- #21: Do you agree with Jeff? I think it makes a lot of sense. UX strategy can not live on its own. There must be a product first, then users of the product, then users’ experience on this product. But I don’t think it covers everything we do. We don’t necessarily have to design a product.
- #22: Who has CX in their job title? I also noticed some people just call themselves Experience Designers.
- #25: Websites, mobile apps are channels to deliver services.
- #28: The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the service.
- #29: Service include not only customer facing services, but also the frontstage activities that impact the customer directly, and the backstage activities that the customer does not see.