Expanding to upstream and downstream thinking for amazing end-to-end experiences - UX In the City Manchester 2019

There's more to designing the next feature, product or amazing experience if you don't think of how it affects the upstream (innovation) and downstream (go to market and sustaining) experiences your customers will encounter.

If you want to understand how to make old experiences seem continually new, and new experiences that help your customers achieve their goals with your product, we'll give you great examples on upstream and downstream UX thinking and ways to apply it to your work.

Transcript

1. Expanding to Upstream and Downstream Thinking Jay Brewer, Saurabh Dutta #uxcitymcr Jay Brewer @jaybrewer Saurabh Dutta @saurabhdutta 2019
2. #uxcitymcr Jay Brewer @jaybrewer Saurabh Dutta @saurabhdutta
3. How can we apply this to the design of great experiences? 3 #uxcitymcr Jay Brewer @jaybrewer Saurabh Dutta @saurabhdutta
4. 4 #uxcitymcr Jay Brewer @jaybrewer Saurabh Dutta @saurabhdutta
7. 7 Upstream Thinking
8. 8 Downstream Experience
9. 9 The Jet Engine Engineer as Experience Designer
10. It’s not good enough to delight your direct customers. You have to delight all the customers and employees down the supply chain. 10 “
12. 12 Beneficiaries
13. 13 Companies that make point of sale equipment are thinking about the bookkeepers, retail cashiers, and purchasers
14. 14 Designers of educational materials are designing for curriculum developers, teachers, students, and the students’ parents.
15. User Experience Role 15 Expanding Thinking Beyond
20. B2B Free Trial Considerations 20 Try/ Buy Migration Support Upsell? CSM renewal t&c Standard EULA or have Legal conditions in place Standard Sales price or have bulk discount applied? Requires Deployment Services? Qualified Marketing lead Integration with CRM, ERP , Billing tools
21. Everyone knows their part of the elephant How do we design a system that is too big to see?
22. 22 • How do we enable user to try? • How do we make sure of a successful adoption? • Is there a checklist, I can follow? Crossing the chasm
23. 4-Circle Analysis It enables us to assess and articulate gaps and promotes upstream thinking in design process CORE SERVICE The core way an organization creates value ENABLING SERVICES Process, training, and resources enabling core ENHANCING SERVICES Process and partnership that extend delight SERVICE RECOVERY Process that seek to salvage and repair Core Enabling Enhancing Recovery
24. Example-Upstream Thinking for creating a free trial funnel CORE SERVICE Create a free trial funnel for the product with CRM, ERP and billing integration ENABLING SERVICES Offer deployment and training services, Analytics to monitor adoption, pricing and packaging ENHANCING SERVICES CSM monitors Analytics for adoption and proactively reach out to help as needed. Seamless process to convert to paid user and activate subscription SERVICE RECOVERY Any migration help needed for them to move from one product or vendor to other. Any billing concern... Core Enabling Enhancing Recovery
25. 25 Core Service
26. 26 Enabling Services
27. 27 Enhancing Service
28. 28 Service Recovery Data Driven Culture Driven Empowered
29. Workshop 29
30. 10 Minutes - Fill Out Sheet 30 Upstream downstream work...
31. 5 Minutes - Share 1 or 2 31 Let’s see what you’re trying to solve
32. Key Takeaways 32 Service Constituents WHO WHAT (Outcomes) WHEN (in journey) HOW (to design/ help) Core Enabling Enhancing Recovery Service Design Thinking Discovery Design • Do not treat the symptom, diagnose the real problem by applying service design thinking into your discovery and design process. Start with core problem and expand thinking to enabling, enhancing and recovery service constituents. • It’s not good enough to delight your direct customers. You have to delight all the customers and employees down the supply chain. Identify who are they, what they need, when they need and then think about how to design that experience.
33. For Reference 33 Service Constituents WHO WHAT (Outcomes) WHEN (in journey) HOW (to design/ help) Core Enabling Enhancing Recovery Service Design Thinking Discovery Design