Delivering Value through UX (english) #UNinnovation #WFPinnovation

Delivering Value through UX (english) #UNinnovation #WFPinnovation

Up 80 % of startups & projects fail. One of the top reasons for it is ignoring the customers leading to a bad user experience.
This talk illuminates what a good user experience consists of, why it is customer service and product quality, and how one can design for it.

#CustomerCentricity, #UserExperience, #UX, #CustomerExperience,#CX, #MinimumViableProduct, #MVP

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Benno Loewenberg

April 30, 2019
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Transcript

  1. UN INNOVATION NETWORK MUNICH – APRIL 30, 2019 @BENNOLOEWENBERG  

    DELIVERING VALUE THROUGH UX 
  2. Photo: Ana Domp Where is the emergency room ? (»Urgencias«)

  3. @BennoLoewenberg  DE-TERMINATION  User Experience (UX) ≠ User Interface (UI) User

    Experience (UX) ≠ Usability read: does NOT equal
  4. Source: Smalt

  5. Source: Smalt

  6. Source: Circuit Breaker (commented) borrows  “SMART” ≠ GOOD UX 

  7. Photo: Benno Loewenberg weird combination & nothing propperly   SWISS

    ARMY KNIFE EFFECT 
  8. Sources: Smalt & World Food Programme

  9. @BennoLoewenberg  DEFINITION  “[Designing for] User Experience is not a lightweight

    blending of prototyping and UI design. It is about a deep understanding of user and business needs.” Source: Andy Budd
  10. @BennoLoewenberg  DEFINITION  “User Experience is [defined by] every touchpoint you

    as a company have with your user.” Source: Rachel Ilan
  11. @BennoLoewenberg  DEFINITION  “User Experience isn’t arbitrary nor superficial, it is

    about solving problems to allow access and clarity.” Source: Malthe Luda
  12. Graphic: @BennoLoewenberg BUSINESS MARKET USER PRODUCT UX Value & interactions

    Context & Focus
  13.   USER PERSPECTIVE  Source: Seth Godin 1. What is this ?

    2. Do I trust you ? 3. What are you offering me ? and if it passed the ›moment of truth‹ positively: 4. How do I get it ?
  14. @BennoLoewenberg   »YOU CANNOT    DESIGN EXPERIENCES« 

  15. @BennoLoewenberg  DESIGN FOR EXPERIENCES  You can support good experiences by

    providing value through solutions designed to make users feel smarter and to keep their flow.
  16. Graphic: Melzer & Moorville

  17. Graphic: Christina Wodtke

  18. Graphic: Corey Stern  COMPONENTS 

  19. @BennoLoewenberg Source: Sam Weller Bloated feature sets render things unusable

  20. @BennoLoewenberg Source: CultOfMac Refocus on basic needs & actual usage

    context
  21. Graphic Henrik Kniberg

  22. @BennoLoewenberg Source: Laurence McCahill

  23. @BennoLoewenberg   »TO DESIGN SIMPLY    YOU NEED TO UNDERSTAND

    DEEPLY«  Source: unknown
  24. UNDERSTAND IDEATION DEFINE PROTOTYPE VALIDATE Graphic: @BennoLoewenberg Design Sprint: Structured

    Method
  25. @BennoLoewenberg Source: Design Singapore Council – Design for Ageing Gracefully

  26. @BennoLoewenberg   OBSERVE, IDEATE & TEST  Photo: @BennoLoewenberg (prototyping an

    elevator cabin)
  27. @BennoLoewenberg Gain Creators Describe how your products and services create

    customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings? Do they… Create savings that make your customer happy? (e.g. in terms of time, money and effort, …) Produce outcomes your customer expects or that go beyond their expectations? (e.g. better quality level, more of something, less of something, …) Pain Relievers Copy or outperform current solutions that delight your customer? (e.g. regarding specific features, performance, quality, …) Make your customer’s job or life easier? (e.g. flatter learning curve, usability, accessibility, more services, lower cost of ownership, …) Create positive social consequences that your customer desires? (e.g. makes them look good, produces an increase in power, status, …) Do something customers are looking for? (e.g. good design, guarantees, specific or more features, …) Fulfill something customers are dreaming about? (e.g. help big achievements, produce big reliefs, …) Produce positive outcomes matching your customers success and failure criteria? (e.g. better performance, lower cost, …) Help make adoption easier? (e.g. lower cost, less investments, lower risk, better quality, performance, design, …) Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain indicate how often it occurs. Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done? Do they… Produce savings? (e.g. in terms of time, money, or efforts, …) Make your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, …) Fix underperforming solutions? (e.g. new features, better performance, better quality, …) Put an end to difficulties and challenges your customers encounter? (e.g. make things easier, helping them get done, eliminate resistance, …) Wipe out negative social consequences your customers encounter or fear? (e.g. loss of face, power, trust, or status, …) Eliminate risks your customers fear? (e.g. financial, social, technical risks, or what could go awfully wrong, …) Help your customers better sleep at night? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …) Limit or eradicate common mistakes customers make? (e.g. usage mistakes, …) Get rid of barriers that are keeping your customer from adopting solutions? (e.g. lower or no upfront investment costs, flatter learning curve, less resistance to change, …) Rank each pain your products and services kill according to their intensity for your customer. Is it very intense or very light? For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done? Products & Services List all the products and services your value proposition is built around. Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs? Which ancillary products and services help your customer perform the roles of: Buyer (e.g. products and services that help customers compare offers, decide, buy, take delivery of a product or service, …) Co-creator (e.g. products and services that help customers co-design solutions, otherwise contribute value to the solution, …) Transferrer (e.g. products and services that help customers dispose of a product, transfer it to others, or resell, …) Products and services may either by tangible (e.g. manufac- tured goods, face-to-face customer service), digital/virtual (e.g. downloads, online recommendations), intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds, financing services). Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer? Gains Describe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings. Which savings would make your customer happy? (e.g. in terms of time, money and effort, …) What outcomes does your customer expect and what would go beyond his/her expectations? (e.g. quality level, more of something, less of something, …) How do current solutions delight your customer? (e.g. specific features, performance, quality, …) Pains Customer Job(s) Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done. What does your customer find too costly? (e.g. takes a lot of time, costs too much money, requires substantial efforts, …) What makes your customer feel bad? (e.g. frustrations, annoyances, things that give them a headache, …) How are current solutions underperforming for your customer? (e.g. lack of features, performance, malfunctioning, …) What are the main difficulties and challenges your customer encounters? (e.g. understanding how things work, difficulties getting things done, resistance, …) What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …) What risks does your customer fear? (e.g. financial, social, technical risks, or what could go awfully wrong, …) What’s keeping your customer awake at night? (e.g. big issues, concerns, worries, …) What common mistakes does your customer make? (e.g. usage mistakes, …) What barriers are keeping your customer from adopting solutions? (e.g. upfront investment costs, learning curve, resistance to change, …) Rank each pain according to the intensity it represents for your customer. Is it very intense or is it very light.? For each pain indicate how often it occurs. Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy. What functional jobs are you helping your customer get done? (e.g. perform or complete a specific task, solve a specific problem, …) What social jobs are you helping your customer get done? (e.g. trying to look good, gain power or status, …) What emotional jobs are you helping your customer get done? (e.g. esthetics, feel good, security, …) What basic needs are you helping your customer satisfy? (e.g. communication, sex, …) Besides trying to get a core job done, your customer performs ancillary jobs in different roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status, …) Co-creator (e.g. esthetics, feel good, security, …) Transferrer (e.g. products and services that help customers dispose of a product, transfer it to others, or resell, …) Rank each job according to its significance to your customer. Is it crucial or is it trivial? For each job indicate how often it occurs. Outline in which specific context a job is done, because that may impose constraints or limitations. (e.g. while driving, outside, …) What would make your customer’s job or life easier? (e.g. flatter learning curve, more services, lower cost of ownership, …) What positive social consequences does your customer desire? (e.g. makes them look good, increase in power, status, …) What are customers looking for? (e.g. good design, guarantees, specific or more features, …) What do customers dream about? (e.g. big achievements, big reliefs, …) How does your customer measure success and failure? (e.g. performance, cost, …) What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance, design, …) Rank each gain according to its relevance to your customer. Is it substantial or is it insignificant? For each gain indicate how often it occurs. strategyzer.com The Value Proposition Canvas Value Proposition Customer Segment The makers of Business Model Generation and Strategyzer Copyright Business Model Foundry AG Produced by: www.stattys.com Source: Stategyzer – Value Proposition Canvas
  28. @BennoLoewenberg Customer Exploration Map Who is our customer / user

    / stakeholder ? What are his likes and dislikes ? Jobs to be done & challenges Functional / social / emotional / supporting needs in a specific situation e.g. I need fast transport / good reputation / security / help to… Existing solutions THIS WOULD BE GAME CHANGING! What we don’t know Be specific: for a person - age, origin, job, interests
 for a company - size, industry, purpose Quotes, that could be typical for this person by Business Model Toolbox - www.bmtoolbox.net Licensed under a Creative Commons Attribution-ShareAlike 4.0 International License Assumptions, black spots Why / when is something a challenge / a good experience….? Any kind of solution that could help to fulfill the needs Empathize with your customer / user / stakeholder What would be the perfect solution, situation or experience? Related to the general character of the person / stakeholder Source: Business Model Toolbox – Customer Exploration Map
  29. @BennoLoewenberg Die Kundenreise Persona, Musterpersönlichkeit Dienstleistungsbezeichnung Manipulierbare Informationen Glaubwürdige Informationen

    Dienstleistungsanbieter Designer / Datum Pre-Service Period Vor der Dienstleistung Service Period Während der Dienstleistung Post-Service Period Nach der Dienstleistung WERBUNG / ÖFFENTLICHKEITSARBEIT Wie lautet das/die Nutzenversprechen des Anbieters und auf welche Art und Weise wird es kommuniziert? SOCIAL MEDIA Welche relevanten Informationen können Personen vor der Erstellung der Dienstleitung(en) in Social Media Kanälen finden? MUNDPROPAGANDA Was sagen Bekannte, Freunde und die Familie über den Anbieter und seine Dienstleistung(en)? GESAMMELTE ERFAHRUNGEN Welche Erfahrungen haben Personen bereits mit gleichen bzw. ähnlichen Dienstleistungen oder Anbietern gemacht? KUNDENERWARTUNGEN Was sind die möglichen Erwartungen and die Dienstleistung und den Anbieter? KUNDENERLEBNISSE Welche individuellen Erlebnisse haben die Kunden während der Erstellung der Dienstleistung bei den einzelnen Schritten der Dienstleistungserstellung und mit dem Anbieter selbst? KUNDENZUFRIEDENHEIT/-UNZUFRIEDENHEIT Wie bewerten die Kunden die Dienstleistung und den Anbieter anhand dem Vergleich von Kundenerwartung zu erlebter Dienstleistungsrealität? MUNDPROPAGANDA Was sagen Kunden ihren Bekannten, Freunden und der Familie über den Anbieter und seine Dienstleistung(en)? SOCIAL MEDIA Was kommunizieren Kunden über den Anbieter und seine Dienstleistung(en) über Social Media Kanäle? KUNDENBEZIEHUNGSMANAGEMENT Wie betreut der Anbieter seine Kunden nach der Erstellung der Dienstleistung(en)? DIENSTLEISTUNGSPROZESS Auf welche Berührungspunkte treffen die Kunden im Erstellungsprozess der Dienstleistung(en)? Gibt es dabei spezielle Augenblicke oder Vorfälle welche als besonders gut oder besonders schlecht erlebt werden? Concept and design: Marc Stickdorn & Jakob Schneider — inspired by the Business Model Canvas — www.thisisservicedesignthinking.com Übersetzung: Mario Sepp — This work is licensed under the Creative Commons Attribution-ShareAlike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creativce Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Source: This is Service Design Thinking – Customer Journey Canvas
  30. @BennoLoewenberg   THE USER PERSPECTIVE COUNTS  “Talk to your users

    – build and test for actual users and for real context of use” ( friends and family are not your users ) Source: Benno Loewenberg
  31. @BennoLoewenberg Source: Benno Loewenberg Instead extending a feature beyond actual

    usage …
  32. @BennoLoewenberg Source: Benno Loewenberg … integrating solutions users really need

  33. @BennoLoewenberg   DON’T LOVE THE SOLUTION  “Success is not delivering

    a feature; success is learning how to solve the customers problem” Source: Mark Cook
  34. @BennoLoewenberg Photo: @BennoLoewenberg Negligible detail ?

  35. @BennoLoewenberg   DETAILS MAKE OR BREAK IT  “The details are

    not the details. They make the design.” “Good design makes a product understandable and is thorough down to the last detail” Source: Charles Eames & Dieter Rams
  36. @BennoLoewenberg Photo: @BennoLoewenberg slippery when wet (or soapy)

  37. @BennoLoewenberg   EDGE CASES ARE THE NORM  “Real users often

    struggle with ‘simple’ details; your solution must cover those scenarios or it will fail for them most of the time” Source: Benno Loewenberg
  38. @BennoLoewenberg Photo: @BennoLoewenberg server outage of secondary system breaks complete

    service
  39. @BennoLoewenberg Photo: @BennoLoewenberg high customer emergence and a waaay to

    slooow process
  40. @BennoLoewenberg Photo: @BennoLoewenberg old system with complicated UI

  41. @BennoLoewenberg Photo: @BennoLoewenberg highly complex search & content strings to

    be typed over & over again by trained power users
  42. @BennoLoewenberg Photo: @BennoLoewenberg even older system causing even more work

  43. @BennoLoewenberg Photo: @BennoLoewenberg

  44. @BennoLoewenberg Photo: @BennoLoewenberg

  45. @BennoLoewenberg Photos: @BennoLoewenberg

  46. @BennoLoewenberg Photos: @BennoLoewenberg

  47. @BennoLoewenberg Photos: @BennoLoewenberg

  48. @BennoLoewenberg Photos: @BennoLoewenberg many complicated steps to process just one

    customer case
  49. @BennoLoewenberg Photo: @BennoLoewenberg huge customer emergence insufficiantly processed

  50. @BennoLoewenberg Photo: @BennoLoewenberg highly manual & laborious tasks in an

    otherwise digital work flow
  51. @BennoLoewenberg Photo: @BennoLoewenberg exhausted customers & employees stuck with hardly

    any progress
  52. @BennoLoewenberg   »IN REALITY THE HAPPY PATH    DOES NOT

    EXIST«  @BennoLoewenberg things go wrong all the time, your solution must handle this!
  53. @BennoLoewenberg   UX IS A CRUCIAL SUCCESS FACTOR  + User

    Experience is Customer Service + User Experience is Product Quality + User Experience influences Trust Source: Benno Loewenberg
  54.   BENNOLOEWENBERG   LINKEDIN / XING / TWITTER  @