UX strategy for digital transformation
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The document discusses UX strategy in the context of digital transformation, emphasizing the importance of customer-centric approaches in business processes. It provides case studies on LEGO and Walt Disney to illustrate successful digital transformation initiatives and outlines steps for organizations to improve UX, including understanding audience needs, fostering communication, and implementing features effectively. Key challenges include managing people, involving developers early, and adopting an agile approach to design and implementation.
UX strategy for digital transformation
- 1. UX STRATEGY FOR DIGITAL TRANSFORMATION CRISTINA VIGANÒ - @CrVigano UX LEAD AT CYBER-DUCK
- 4. Digital transformation is the process of using digital technologies to create new — or modify existing — business processes, culture, and customer experiences to meet changing business and market requirements. https://www.salesforce.com/products/platform/what-is-digital-transformation/
- 5. Every digital transformation is going to begin and end with the customer, and I can see that in the minds of every CEO I talk to. Marc Benioff , Chairman and co-CEO at Salesforce https://www.salesforce.com/products/platform/what-is-digital-transformation/
- 8. After a period of expansion (1970-1991) LEGO suffered a steady decline (1992-2004) and by 2004 LEGO was close to bankruptcy. http://reports.weforum.org/digital-transformation/
- 10. Case study: LEGO earned in 2014 from the first LEGO movie $468 million revenue increase from 2009 to 2014+20% http://reports.weforum.org/digital-transformation/
- 11. In 2014, Disney launched multi-coloured RFID wristbands – Magic Bands – for guests visiting the Disney World resort that link to the company’s guest management system. http://reports.weforum.org/digital-transformation/
- 12. Case study: Walt Disney http://reports.weforum.org/digital-transformation/
- 13. Case study: Walt Disney approval ratings of visitors using the band90% increase in profits in Q4 2014+20% http://reports.weforum.org/digital-transformation/
- 14. 1 - THE BRIEF
- 15. We have been around for a while, we have never invested in UX and now we are in a mess. Can you help us? - Random client
- 16. Our case study - Many systems developed independently - Waterfall mentality
- 17. Where do I start from?
- 18. 1 . WHAT ARE THE REASONS?
- 19. 2 . WHAT IS YOUR VISION?
- 20. 3 . HOW DO PEOPLE COMMUNICATE?
- 22. - Who are the decision makers? - How does communication happen? - Who should be the internal ambassadors?
- 23. Our case study: Workshops
- 24. Our case study: Workshops benefits 1 2 Learning information needed from all business divisions Facilitate communication between teams
- 25. 2 - THE AUDIENCE
- 26. 1 . WHO IS OUR AUDIENCE?
- 27. 2 . WHAT ARE THEIR NEEDS, MOTIVATIONS, CHALLENGES?
- 31. @CRVIGANO
- 32. Our case study: personas Needs Frustrations Opportunities
- 33. Our case study: regional differences Location- specific limitations Cultural and behavioural differences Region-Specific needs and challenges
- 34. 3 . WHAT ARE THE KEY POINTS TO KEEP IN MIND?
- 35. 1 2 Specific information General take-aways topics
- 36. 3 - WHAT’S THERE
- 37. 1 . WHAT FEATURES ARE CURRENTLY THERE?
- 38. 1 . HOW ARE THESE FEATURES PERFORMING?
- 39. Our case study: regional differences
- 40. Our case study: regional differences
- 41. Our case study: regional differences
- 42. Our case study: regional differences
- 43. Our case study: regional differences
- 44. Our case study: regional differences
- 45. 4 - PUT THE PIECES TOGETHER
- 52. 5 - FROM RESEARCH TO SOLUTIONS
- 54. CURRENT NEED / FRUSTRATION - I am only able to access data from the last three months - I often need to report on the last year trends
- 55. CURRENT NEED / FRUSTRATION - I am only able to access data from the last three months - I often need to report on the last year trends As a manager I want to be able to access travel data from the last 12 months so that I can create reports USER STORY
- 56. Persona User story Epic Urgency Technical requirements Manager, Employee As a manager I want to be able to access travel data from the last 12 months Travellers tracking High Storage requirements … … … … …
- 57. Persona User story Epic Urgency Technical requirements Manager, Employee As a manager I want to be able to access travel data from the last 12 months Travellers tracking High Storage requirements … … … … … Who is this feature relevant for? Who should be able to access it?
- 58. Persona User story Epic Urgency Technical requirements Manager, Employee As a manager I want to be able to access travel data from the last 12 months Travellers tracking High Storage requirements … … … … … Description of what is needed
- 59. Persona User story Epic Urgency Technical requirements Manager, Employee As a manager I want to be able to access travel data from the last 12 months Travellers tracking High Storage requirements … … … … … Option to group multiple features together
- 60. Persona User story Epic Urgency Technical requirements Manager, Employee As a manager I want to be able to access travel data from the last 12 months Travellers tracking High Storage requirements … … … … … Priorities: What needs to be done first?
- 61. Persona User story Epic Urgency Technical requirements Manager, Employee As a manager I want to be able to access travel data from the last 12 months Travellers tracking High Storage requirements … … … … … What is needed from the technology?
- 62. 6 - SHARE IT
- 63. @CRVIGANO NEED
- 64. 1 2 Business vision Design principles 3 Personas 4 Feature audits 5 User journeys 6 Goals & priorities
- 65. Deliverable Easy to search Overview + details Easy to share Easy to update
- 66. 7 - IMPLEMENT IT
- 68. Activities in each sprint Design + build Test Iterate
- 70. 1 PEOPLE MANAGEMENT - Keep them involved - Find common ground / compromises - Make them part of the decision making
- 71. 2 DESIGNERS & DEVELOPERS - Involve developers from the beginning - Learn about limitations
- 72. 3 JUMP TO THE FUTURE - Adopt an Agile approach - User stories are key! - Iterate
- 73. 4 METHODOLOGY & TOOLS - Learn about the organisation - Don’t set deliverables in stone - There is not a unique answer