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When your user base is huge and diverse, how do you make sure everyone is included in a user centric approach? Kev Murray of Valtech demonstrates how we do it.
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Digital Inclusion
valtech- ! valtech
The vulnerable
@Kev_C_Murray @imranyounis@Valtech
Insights and actionable takeaways
@Kev_C_Murray @imranyounis@Valtech
Let’s focus on problems, not features
When User Feedback is too late
Typical service
Costly, requirements upfront, adhering to legal and policy
When launched, unhappy and angry customers
"#
@Kev_C_Murray @imranyounis@Valtech
AgileUser Experience
(UX)
@Kev_C_Murray @imranyounis@Valtech
Agile and Lean UX
DESIGN
TEST
I
TERA
TE
User needs
Typically a 2 week Sprint
DESIGN
TEST
I
TERA
TE
User needs
@Kev_C_Murray @imranyounis@Valtech
Iden
tify
ass
umpt
ions
abo
ut y
our c
usto
mer
s an
d cr
eate
hyp
othe
ses
- lea
rn q
uick
, lea
rn fa
st!
DON’T STOP!
DESIGN
TEST
I
TERA
TE
Live service
User needs
Guerrilla Research G.O.O.B.
@Kev_C_Murray @imranyounis@ValtechUK
Pop-up testing(Webcam)
Lab-based user research
experimentLet’s do a little
@Kev_C_Murray @imranyounis@Valtech
What is the user struggling with?
Clue…Clue…
@Kev_C_Murray @imranyounis
@Kev_C_Murray @imranyounis
Communicate in a simple way that users understand
Actionable takeaway…
@Kev_C_Murray @imranyounis@Valtech
What is wrong with this form?
@Kev_C_Murray @imranyounis
Clue…
@Kev_C_Murray @imranyounis@Valtech
@Kev_C_Murray @imranyounis
Questions should be questions, statements should be statements
Actionable takeaway…
@Kev_C_Murray @imranyounis@Valtech
What’s missing?
@Kev_C_Murray @imranyounis
Clue…
@Kev_C_Murray @imranyounis@Valtech
@Kev_C_Murray @imranyounis
Avoid cognitive barriers, which will result in
potential abandonment
Actionable takeaway…
@Kev_C_Murray @imranyounis@Valtech
@Kev_C_Murray @imranyounis
User research techniques
When screening your users, ask about device preferences
Actionable takeaway…
@Kev_C_Murray @imranyounis@Valtech
When conducting user research have a skilled facilitator and
observer (anyone in the team)
How to conduct user research
@Kev_C_Murray @imranyounis@Valtech
Customer insights
@Kev_C_Murray @imranyounis
Affinity Sorting
@Kev_C_Murray @imranyounis@Valtech
Observations!Things you observed during the user research
!- People who were… - Some people… - Assumptions…
Themes!- Investigate - Design challenge - Iterate on… - Implement… - Hypotheses…
Actions
Gathering insights
Sharpie and post-its
@Kev_C_Murray @imranyounis
Anyone can help.Did your hypotheses work?
Actionable takeaway…
@Kev_C_Murray @imranyounis@Valtech
Turns user research into user stories
Actionable takeaway…
@Kev_C_Murray @imranyounis@Valtech
Playback to the business
@Kev_C_Murray @imranyounis@Valtech
Playback to developers
@Kev_C_Murray @imranyounis@Valtech
Being transparentAppropriate level of detail
Actionable takeaway…
@Kev_C_Murray @imranyounis@Valtech
Standards
@Kev_C_Murray @imranyounis@Valtech
Accessibility
STANDARD
@Kev_C_Murray @imranyounis@Valtech
@Kev_C_Murray @imranyounis@Valtech
Actionable takeaway…
WCAG 2.0 (Level AA)WAI-ARIA - more accessible for people
Wave / ChromeVox Extensions
@Kev_C_Murray @imranyounis@Valtech
Responsive Design
STANDARD
@Kev_C_Murray @imranyounis@Valtech
Mobile-firstProgressive enhancement
Bake in from the outset
Actionable takeaway…
@Kev_C_Murray @imranyounis@Valtech
Bring your own device
@Kev_C_Murray @imranyounis@Valtech
Cheap user testingMulti device coverage
Generate wider involvement
Externalise Text
@Kev_C_Murray @imranyounis@Valtech
Minimal impactDefinition of done
Actionable takeaway…
@Kev_C_Murray @imranyounis@Valtech
Cost per transaction down
Customer Service Agents
Call centres
Paper forms
Digital service
@Kev_C_Murray @imranyounis@Valtech
Vulnerable groups
@Kev_C_Murray @imranyounis@Valtech
@Kev_C_Murray @imranyounis@Valtech
4,500 deaths in the UK each year
Health and Safety ExecutiveAsbestos App
@Kev_C_Murray @imranyounis@Valtech
Customer journey mapping
Customer Trade Counter
Asbestos Tool
On site@ Property
Launch Tool
• Recky • Estimating • Quotes • Use the tool here
• Free Kit advice • Trust • Trade counter
knowledge • Point of Sale
• QR code • HSE website • Trade partner website • SMS • URL
• Age of property • Room Location • Material • Task • Disturbance • Prep • Lower risk of contamination
• Recommendation • Call • Online
• Buy materials • Conversations • Talk to other tradesmen • Kit redemption • Refer to mask specialists
• Licensed / • non licensed
@Kev_C_Murray @imranyounis@Valtech
MVP - Mobile-first approach
@Kev_C_Murray @imranyounis@Valtech
Misguided information
“Only 6th floor and
above”“Only find it
outside”
“in the Jewish
houses”
“Houses more than 100 years
old”
@Kev_C_Murray @imranyounis@Valtech
Customer Journey
@Valtech@Kev_C_Murray @imranyounis
Change in behaviour
@Kev_C_Murray @imranyounis@Valtech
Internal cultural changeChange in user behaviour
Cost effective
Actionable takeaway…
@Kev_C_Murray @imranyounis@Valtech
DWP - State PensionDesigning with empathy
@Kev_C_Murray @imranyounis@Valtech
Empathetic, not Sympathetic Understand customer journey
Actionable takeaway…
@Kev_C_Murray @imranyounis@Valtech
Carer’s Allowance Claim Form
330Total questions
67Total pages
Carer’s Allowance Beta
DWP -Carer’s AllowanceListen to user needs
@Kev_C_Murray @imranyounis@Valtech
256
-18optimised by 27%
Carer’s Allowance Claim Optimisation
Total questions
post MVP
-74
Total questions
removed
330
Total questions
(sprint zero)
Total pages
removed
49
optimised by 22%
Total pages
(Post MVP)
67
Total pages
(sprint zero)
Carer’s Allowance Beta
After 4 sprints
195
-28optimised by 42%
Carer’s Allowance Claim Optimisation
Total questions
post MVP
-135
Total questions
removed
330
Total questions
(sprint zero)
Total question
groups removed
39
optimised by 41%
Total question groups
(Post MVP)
67
Total question groups
(sprint zero)
Carer’s Allowance Beta
Beta go live
Challenge policy
Actionable takeaway…
@Kev_C_Murray @imranyounis@Valtech
@Kev_C_Murray @imranyounis@Valtech
Questions?
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