Creating & Capturing Value
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The document discusses the importance of user-centered design and design thinking in driving business success, emphasizing the need to understand customer needs to create value. It highlights the concept of 'moment of truth' in customer experience and how improving these moments can lead to better user experience and customer retention. Lastly, it provides insights on conducting user research effectively to enhance product design and innovation.
Creating & Capturing Value
- 1. User Experience / Strategy / Design / Usability / Metrics Creating & Capturing Value: Innovation and Design for Business Success 05.05.2017 Mat Winegarden @matwinegarden Matt Arnold @sanctioning_agt
- 3. Our Point of View • Design Thinking is critical to business success. • Regardless of business stage or product lifecycle, user-centered design can help. • You need to understand your customers & users in order to create and capture value.
- 8. #truthbomb
- 9. What do you want out of this talk?
- 10. Topics & Wayfinding • Design thinking frameworks • Understand ways to accelerate innovation to improve business outcomes • Desirability, feasibility, and viability as part of your product/service management processes • Ways to test and to understand
- 11. What is UX?
- 13. What is Design?
- 14. Few organizations want to create bad experience for the people they serve… ...yet bad experiences happen all the time.
- 15. “Most people make the mistake of thinking design is what it looks like. People think it’s this veneer – that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.” – Steve Jobs
- 17. Good design begins with understanding.
- 18. Age of Customer (expectations) Big Data Disruption Unknown
- 19. Create & Capture Value
- 20. How does UX impact business?
- 21. http://info.careerfoundry.com/ux-design/roi-of-ux-design-report That’s Trillion with a T!
- 23. “The purpose of business is to create and keep a customer.” - Peter F. Drucker
- 24. Competence
- 27. Moment of Truth
- 28. Moment of Truth: Origin “An assessment of customer experience starts with the moment of truth, at the customer - provider interface, where quality as perceived by the customer is created“ - Richard Normann
- 29. Moment of Truth: Intersection Points
- 30. Moment of Truth: Importance • MOTs no matter the interface, are critically important in the customer value chain – Failed MOT’s can cause other MOTs to fail • Actions: – Improve – Remove
- 31. Moment of Truth: Improvement Cons • Take our time • Require our effort • Consume precious resources
- 32. Moment of Truth: Improvement Pros • Clear areas for business focus • Improved UX / CX • Customer loyalty and retention
- 33. Moment of Truth = keeping or breaking a brand promise.
- 39. Don’t mess with people’s time or money.
- 40. “The essence of a great customer experience is timeless: Deliver interactions that are effective, easy, and, emotionally engaging.” - Forrester Research
- 41. Design Thinking Frameworks (aka Innovation, Problem Solving, Getting $h&t Done)
- 42. About Design & Value • Solve “wicked problems” • Get to insights faster • Return on Investment, Return on Design
- 43. Insights (novel, relevant, change behavior)
- 45. De-Risk
- 46. Prototyping: Build to Think, Build to Decide
- 47. Build to Think
- 48. Build to Decide
- 50. Competence Do they want it? Can we do it? Should we do it?
- 54. User Research / Customer Feedback
- 55. User Research: Getting to Understanding • Doing Good Research –Plan –Collect –Share • Communicating results –Interesting –Relevant –Actionable
- 56. Practical Questions Regarding Research • Why are you doing the research? • How will your research be used? • How will you gather the information? • When do you need to deliver the results? • What’s the budget?
- 57. Gain Empathy
- 58. Team Clarity
- 59. User Research Is Key
- 60. Sample Tools
- 62. Resources: www.handrailux.com • Persona / Goal • Phases / Stages • Actions • Thoughts / Emotions • Opportunities Customer Journey Map
- 63. • Saying / Doing • Thinking / Feeling • Seeing • Hearing • Pains / Gains • Opportunities Resources: www.handrailux.com Persona Empathy Map
- 64. NIHITO
- 66. Any Insights? What are you going to do differently? #truthbomb #insights #EntreFEST
- 67. Thank You!