User Experience (UX) Strategy Consulting Digital Business Services
Presentation outline
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UX Strategy
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Plan
3
Activities
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Sample deliverables
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Monitoring
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Team
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Addendum • • • •
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Where we are? Where we want to be? How do we get there? Going the last mile …
Back-up slides
Our understanding
Goal #1 BNSF wants to provide a User Experience (UX) strategy framework and long term vision that align each employee/ customer touch-point with the overall BNSF business strategy & brand positioning
Goal #2 BNSF wants to specify design guidelines, identify information, interface, interaction and visual design patterns to deliver consistent & standardized user experiences across all touch-points, platforms & channels.
Value drivers CMO • Unification of experience • Accelerated conversion • Market recognition • Brand Value (esp. B2B)
CIO • Improve “day-in-the-life” of employee • Improve “on-the-go” decision making for managers • Improve customer service quality (NPS)
#uxstrategy #easy #efficient #delightful
#seamless #aligned #engaging
Dell plans to deliver a UX strategy blueprint that can be adopted across the BNSF organization to uncover key design challenges in a given situation and devising a way of coordinating efforts to overcome them for a desired outcome. “ Blueprints come in a variety of shapes & sizes and can be consumed across a variety of channels. “
This engagement will (1) explore these possibilities and (2) deliver a working model to that could be used by BNSF to deploy a UX strategy framework that is adaptable & accessible across functions. Taking one representative application from each of the functions to assess the business impact
Marketing
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Finance Customer à Customer Hub; Web and mobile apps HR
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Service à Service Modernization; Service Design Planning; Terminal Planner; Terminal Automation Control; Hump Control
Operations à Corp. Staff
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Assets à Condition based maintenance; Telecom Hub; Material Management; Mechanical Asset Management; Loco Insourcing; Service Invoice
Workforce à Crew consolidation; Non-op workforce
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For e.g., Under Operations, we could select a touch point related to Mechanical Asset Management to cerate a UX strategy that can create a business impact for Assets. (e.g. higher efficiency & satisfaction, lower cost, increase in productivity respectively)
UX STRATEGY: Components, goals & the big picture B2B Brand Strategy • Business vision & emotions • Niche Market, Brand Values & Perception • Target customers
Business Current State • Business environment & ecosystem • Current employee/ customer story, priorities and pain-points
• Align UX priorities to the strategic business initiatives • Create WIP limits to ensure focus and drive innovation & collaboration within teams
UX Vision & Principles • Vision for the holistic user experience • Guiding principles • Future employee/ customer stories and outcomes
Roadmap • Gap Analysis – vision and reality • Create focus and value, change and innovation
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Framework or blueprint that helps to:
• Ensure the analysis and decision making phases deliver tangible artifacts that drive the design towards identified business priorities and end-user needs Metrics, Targets & Incentives • KPI’s and measured targets • Incentivize the right behaviors Image from: http://cdn.phys.org/newman/gfx/news/hires/2014/wherehumansa.png
PLAN: 3 parts to implementing the UX Strategy – it’s a journey we will take from where we are to where we want to be!
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Assessing the current state through design audits •
How are the applications designed today?
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Do they follow the needed heuristic principles?
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Are they designed around persuasion, emotion & trust?
Challenges
Current state
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Focus areas
Aspirations
Where we are?
Click here to see related slides 14 - 17
Click here to see related slides 18 - 21
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Where we want to be?
Execution
Guiding principles
How do we get there?
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Future state
Monitoring
Click here to see related slides 22 - 25
Design thinking that aligns with and adopts to the business strategy •
Blue-prints to aid adoption of design thinking
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Governance mechanisms to achieve the future state
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Creating a pull and demand for the UX strategy
Ideating on the future state using systems thinking •
What design changes will the future business strategies bring in?
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How will channels or touchpoints evolve to cater to those business demands?
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What will make the design change happen?
ACTIVITIES: Select 3 applications (from operations department?) and conduct the following activities over 12 weeks: What problems are you trying to solve? What obstacles must you overcome?
What are the ideal desired outcomes? What do you want to achieve?
What is the scope of strategy? What will we focus on for the most impact?
Focus Areas
Aspirations
Challenges
How will you overcome the challenges? What specific mantras will guide teams?
What types of measurements will you employ? What metrics will be used to gauge success?
What types of activities solve the problems? What capabilities achieve your aspirations?
Guiding Principles
Execution
WK 4
Monitoring WK 9
WK 12+
Where we are & where we want to be? Examples• Lack of brand identity • Lack of effective communication • New product awareness • Performance issues • Internal constraints • Lack of productivity • Down-time • Cost reduction • Asset & inventory management
Examples• Aligning to business strategy • Unification of experience • Accelerated adoption • Market recognition • Brand Value • Improve “day-in-the-life” of employee • Improve “on-the-go” decision making for managers • Improve customer service quality (NPS)
Baseline
How do we get there? Examples• Users and personas • Regions and cultures • Services and products • Use cases and user scenarios • Areas of UX (e.g.- IA, Content Strategy) • Anytime/ anywhere asset & inventory tracking • Ways to reduce TCO • Reduce human error and increase throughput in workflows
Examples• Particular sequences of activities • Approach to persuasion, emotion & trust • Approach to design for UX type • Coordination of touch points • Differentiation play
Examples• Research methods • Information architecture • Design activities • Prototyping and testing • Best practice and patterns • Blueprints • Skill development & training •
High-level redesign
Success stories
UX consultants will be tasked with unearthing key challenges in each of the above phases and related activities in order to devise a sustainable UX strategy blueprint that will result in desired outcomes. 7
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Examples• Higher adoption & frequency of use • Increased self support (DIY) • Better customer onboarding/ conversion • Better and faster task completion • Increase in customer/ employee satisfaction
Acceptance
Activities adopted from framework at: http://www.uie.com/articles/ux_strategy_blueprint/
SAMPLE DELIVERABLES: A rough chart on some of the aspects that the UX strategy will inform and impact various stakeholders in the organization Business themes
Activities
Key features/ functionality
Deliverables
Customer For e.g., Customer Hub
Order processing, logistics Order capture, Goods delivery, Segregation, Customer routing, Documentation, touch points, Freight offerings Invoicing, Payments per location, Satellite centers, Channel for distribution, Center where a person will drop freight,
Personas Card Sorting Info. Architecture Design Patterns Interaction Design User Flows User Scenarios
Service For e.g., Service Modernization
Modernizing tracks, Route Service handbooks, planning systems, New services, Inspection manuals, Technology upgrades, Fuel Maps, Planners efficiency, Freight planning modernization
Heuristic Evaluation Quality Assurance and Testing
Work Force For e.g., Non-op Workforce
scheduling, roasters, leave management,
Sales management modules catalogue, CRM, Financing training, Collaboration,
Prototypes Wireframes Functional Specifications Usability Testing
Assets For e.g., Condition based Maintenance
Reactive maintenance, repair overhauling, calibration, replacement
Readings, Defects, Faults, Safety checks, Monitoring,
Design Principles Accessible Design Brand Consistency Design Guidelines Acceptance Testing Gestalt Principles
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UX Strategy to inform design decisions that can help … Management/ Stakeholders
Developers/ Employees …
Governance Team …
To provide end-to-end visibility into container movement, increased number of touch points involved in intermodal freight movement. 1) Update their tracking systems for better CRM and ROI 2) Improve Revenue.
Create apps and portals that have proper information about system status and visibility. 1) Provide scalable solution. 2) Be able to adopt to the changing technologies.
To check if the users needs are being satisfied. 1) Provide seamless experience to customer.
To improve on-time performance and increase virtual capacity and include a new dispatch and traffic-control system to improve scheduling, transit times and service. 1) Roll out newer services. 2) Leverage best practices across technology.
Create services that are consistent and standardized.
To create roadmap and measures to modernize legacy systems and rail operational systems such as service design planning and execution systems. 1) Ability to deliver service quickly. 2) Better management of new service.
To modernize the underlying technology infrastructure, improving communications across the organization and externally. 1) Improved workforce engagement. 2) Enable open culture and communication.
Create an experience that is error free and enables effective error handling. 1) To provide mobility access to field staff and engineers is critical to improve productivity and communications. 2) Provide secure access to employees.
To make services user centric and concentrate on their needs. 1) Secure management of workforce access to their application. 2) Simplify process by leveraging technologies.
To provide integration, customization, and operation, tracking all assets and inventory. To create work orders, and provide real-time reports of assets that need attention, calibration, or inspection. 1) Better mechanism to track assets. 2) Assuring great asset delivery.
To create a service that gives users freedom and helps them prevent error. 1) To create dashboard, with instant inventory and tracking for valuable assets and to reduce downtime.
To monitor if the service follows the design guidelines. 1) Have better asset management leveraging technologies. 2) Enable better forecasting capabilities.
1) 2)
Scalable infrastructure to deliver services faster. To create the next generation tool to optimize railcar-trip planning and provide dynamic routing.
MONITORING: Creating a mobile-led campaign combined with a strong social strategy to engage and enable adoption of the UX strategy Campaigning to promote and fuel adoption of UX strategy Click here to see a related slides 21 - 22
As part of this UX strategy consulting engagement, we will ‌
Design a UX strategy adoption campaign
Making UX strategy components simple and accessible anytime anywhere
Create a mock-prototype of the blueprint that users can use to learn & adopt the defined UX strategy
Listening to conversations to ensure the UX strategy evolves on a continual basis
Suggest a social strategy to monitor adoption and help the UX strategy to evolve
We recommend not to measure the past. Instead, strategize and monitor to ensure desirable future outcomes 9
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TEAM: Creating a mobile-led campaign combined with a strong social strategy to engage and enable adoption of the UX strategy Onsite team
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About 8-12 years of hands-on experience as a UX Architect and Consultant with strong co-design and facilitation skills Responsible for producing UX-project deliverables including: research, heuristic assessments, landscape & competitive audits, content & functionality audits, scope detailing, user scenarios, experience maps, task models, sitemaps, user flows, use cases, interface/interaction sketches, functional specifications; The ability to understand and foresee business requirements, business sensitivity, usage scenarios, usage patterns and user requirements; Gathering and expressing UX-related insights; applying those insights against strategic and creative directions. Stakeholder Management and Enterprise Skills Client interfacing and strong presentation skills; Will act as a bridge between the business and user experience designer (to articulate the design to create prototype screens.) or developer (to articulate the design to facilitate creation of working models) Dell - Restricted - Confidential
Offshore team
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About 6-10 years of hands-on experience as an Interface, Interaction & Visual Design with strong co-design and facilitation skills Strong experience in various UX research and design techniques such as: requirements gathering and understanding, secondary & primary/ qualitative research methods, personas, user journeys, wire framing, task analysis, sketching, prototyping and usability testing Proficient in graphics design packages such as Adobe CS, able to create vector graphics such as icons and high fidelity graphic mock ups Responsible for defining the user experience using wireframes screens and user journeys in line with the business requirements. Responsible for creating the user interface & interaction design specification document. Responsible for creating iconography & themes in-line with the product branding guidelines or brand strategy
CASESTUDY (1/2): Client Brief - How can we get more data of/ from
existing customers and what can we do with that data? WK 2 Secondary & Primary Research
WK 4 Co-creation & Ideation
WK 12
WK 6 Collaboration, Stakeholder Interviews
Analysis/ Synthesis
Prototyping/ Testing/ Planning
WK 17 Working Model
Dell deliverable: 4 UX strategies that could be adopted across the organization for upselling/ cross-selling to the clients existing customer base 11
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CASESTUDY (2/2): Dell Deliverable - 4 UX strategies that could be adopted
across the organization for upselling/ cross-selling to the clients existing customer base
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Touch point for intermediaries to get a complete 360 degree view of their customers so that they can see opportunities to up/ cross sell.
Channel that allows the organization to understand key levers for customer retention and realize how their customer relationship will evolve in the future.
Key focus areas include alerts, agents (bots) and predictive/ prescriptive analytics.
Key focus areas include customer demographics/ psychographics & contextual offers.
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Marketing campaign that can get existing and potential customers to engage with the organization as a “brand with a purpose�.
B2B solution for embedding the employee benefit consultants into the wellbeing of a corporate customer.
Key focus areas include brand building, retention and new lead generation.
Key focus areas include CRM, pricing analytics and social engagement strategies.
Addendum
Where we are? Assessment of the current state
Did you know, UTILITY as a UX Type is used to access data at a glance? This makes the task duration small and helps our employees to take faster “on-the-go” decision .There are 4 other type of applications also … 15
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Did you know freight transport mishaps (13th November,1998) could have been avoided if “ERROR PREVENTION� was used as a Heuristics Principle? Fun part is, there are 9 other principles like this ... 16
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Does the removal of resultant emission from vehicles pursue our employees to perform better and help us achieve that goal? Understanding what are the driving forces is also very important. 17
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Where we want to be? Assessment of the future state
Ever wondered, how concept of consumerization can be a key driver for employee productivity? This can happen across all departments! 19
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Ever imagined, how the right computing & communication can help our employees perform 30% faster? This helps us in facing our challenges easily. 20
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There is always a scope for better and efficient rail routing system and scheduling as we now have added more than 80 miles of double tracks added at BNSF. 21
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How do we get there? Snapshot of how the engagement may look like.
Designing a perfect UX Strategy involves Focusing on Multiple areas that matter the most. At the same time our Guiding principles will help us overcome day to day challenges. 23
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For successful implementation of our guiding principles we have to implement a very strong execution plan. This plan includes multiple steps and various activities. 24
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Ever imagined, how proper monitoring of our plan (from beginning to end) will help us strengthen our UX strategy! Proper measurement will consist of benchmarking and comparison if needed 25
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Going the last mile ‌ The little bit extra that may be needed!
Creating the pull for UX Strategy Notice how some strategies attract users to it, time & again ‌
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Back-up slides
Few design methods that may turn out to be relevant during this engagement.
Approach to designing for UX type
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UX type
Task type
Task duration
Combine with
Utility
At-a-glance
Information recall
Very short
Immersive
Locale
Location based
Contextual information
Quick
Immersive
Informative
Content based
Seek information
Quick
Locale
Productivity
Task based
Content management
Long
Utility
Immersive
Full screen
Entertainment
Long
Utility, locale
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• Utility type screens are designed for that “at-aglance” communication of information and information recall. Task durations are small and for that information recall effect, this could be clubbed with the immersive type • Locale applications use the device GPS and provide information that is contextual to the users location. These screens are designed for a “quick-glance” • As the name suggests, Informative type screens ate heavy on information and users will often look for ways to seek the right information. Task durations are again quick since the user knows what s/he wants • Productivity type screens are heavy on tasks the user needs to perform. Task duration here is typically long and users need to create/ manage a lot of content • Full-screen views – like dashboards/ charts/ infographics and/ or videos are examples of Immersive type screens
Usability heuristics principles to maintain focus and create work-in-progress (WIP) limits
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Persuasion, emotion, trust & consumerization
Capability of the device …………..……………..…………………..………. Context of the user …………………….………………………………………. Value for the enterprise
“Designing well rounded experiences around 1 2 3: 1. the devices they carry and its capability & 2. the value an enterprise derives from a relationship” 3. the users context and unique needs 31
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Cause & effect analysis using systems thinking e.g., How are the variables “80 miles of double track” and “services modernization” related?
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+80 miles double track + +
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R Current state
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Future state
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Services modernization +
B
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Another example could be to understand impact on “mechanical asset management” when there is an increase of “49% increase in core network and related assets.” This methodology visioning the desired future state in enough detail to get there. 32
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from the Digital Experience Studios @ Dell