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(C) 2017 Michael McKay 1
Lean UX in the experience economyMichael McKay,, M.Sc.Design Strategist, Member of The Danish Council
Photo: Google images
(C) 2017 Michael McKay 7
in the customer experience economy, design thinking is the new arena for innovation
(C) 2017 Michael McKay 8
design thinking offers a set of tools and thinking styles tuned for rapid, lean and agile work modes
(C) 2017 Michael McKay 11
lean UX:= rapid prototyping of the user experience first, successively adding layers of technology development, business
model generation and user interface design as a team
(C) 2017 Michael McKay 13
startups and agile businesses are at an advantage point fitting in to the new economy.
(C) 2017 Michael McKay 14
grown and mature companies face several challenges while adopting this new behaviour
(C) 2017 Michael McKay 25
Severe customer pain
Light customer pain
Low feasibility at our company
High feasibility at our company
Prioritised long term solution
discovery
Prioritised for solution discovery
Low priority items for product
optimization
Significant and easy to implement
Insignificant problems nice-to-have
and easy
Significant but requires
work
(C) 2017 Michael McKay 28
Starting Point(s)
Theme#1
Theme#2
Theme#3
Theme#4
Theme#5
Customer Research
Customer Problem Themes
(C) 2017 Michael McKay 29
Day#1 Empathy
Day#2 Ideas
Day#3 Filter & Select
Day#4 Iterate
Day#5 Experience Story
Design Workshop
Customer Problem Themes
(C) 2017 Michael McKay 30
Validated Product & Service Concepts
5 Day Design Workshop
Day#1 Empathy
Day#2 Ideas
Day#3 Filter & Select
Day#4 Iterate
Day#5 Experience Story
Customer Problem Themes
Customer Segmentation Idea
CatalogueSolution portfolio and
roadmapShort term, long term
and hero product concepts
Go to market strategy with talking points for
the new solutions
Validated Customer Experience Prototype(s)
and value propositions(s)
Customer Problem Themes Customer Problem Theme videos
Solution Validation videos
High Fidelity Experience Prototypes
(C) 2017 Michael McKay 31
Launched Products & Services
Experience Validation
#1 ExperienceValidation
#2ExperienceValidation
#3
Agile Development
Validated Product & Service Concepts
High Fidelity Experiences
(C) 2017 Michael McKay 32
Empathy Ideas Filter & Select Iterate
Agile Implementation
StoryUser Research
Starting Point
Customer Problem Themes
Customer Segmentation Idea
CatalogueGo to market strategy with talking points for
the new solutions
Validated Customer Experience Prototype(s)
and value propositions(s)
Product ImplemerntationAgile Development
Qualitative Customer Research
Agile Customer Centric Product Development
Day#1 Empathy
Day#2 Ideas
Day#3 Filter & Select
Day#4 Iterate
Day#5 Experience Story
Solution Validation
Solution portfolio and roadmap
Short term, long term and hero product
concepts
Solution Story
High Fidelity Experiences
(C) 2017 Michael McKay 34
Value Proposition Showcase video
Business case SpreadsheetQuantify the business case
Landing pageVisualise key user experience elements
Company PamphletParaphrase the customer value proposition Bring a holistic
understanding of the service
Choreographed product experienceGauge initial fit of value proposition to specific customer segments
Experience Story boardVisualise key user experience elements
Learning Prototype
Hand operated backendUnderstand key solution details in realistic context
The new prototypes
(C) 2017 Michael McKay 35
Value Proposition Showcase video
Business case SpreadsheetQuantify the business case
Visualise key user experience elements
Company Paraphrase the customer value proposition
Bring a holistic understanding of the service
Choreographed product experienceGauge initial fit of value proposition to specific customer segments
Experience Story boardVisualise key user experience elements
Learning Prototype
Hand operated backendUnderstand key solution details in realistic context
Two Dimensions of PrototypingH
i fid
elity
Lo Resolution Hi Resolution
Lo fi
delit
y
Landing page
Hand operated backendUnderstand key solution details in realistic context
(C) 2017 Michael McKay 36
Value Proposition Showcase video
Business case SpreadsheetQuantify the business case
Visualise key user experience elements
Company Paraphrase the customer value proposition
Bring a holistic understanding of the service
Choreographed product experienceGauge initial fit of value proposition to specific customer segments
Experience Story boardVisualise key user experience elements
Learning Prototype
Hand operated backendUnderstand key solution details in realistic context
Two Dimensions of PrototypingH
i fid
elity
Lo Resolution Hi Resolution
Lo fi
delit
y
Landing page
Hand operated backendUnderstand key solution details in realistic context
PrinciplePrototype
Hyper Marketing
PaperPrototype
Pilot Prototype
(C) 2017 Michael McKay 37
Prototyping
PrinciplePrototype
Hi fidelity
Hi ResolutionLo fidelity
Pilot Prototype
Lo ResolutionLo fidelity Hi fidelity
Lo Resolution Hi Resolution
Hyper Marketing
PaperPrototype
(C) 2017 Michael McKay 38
The higher quality of a prototype, the less invitation for co-creation and comments for change
(C) 2017 Michael McKay 41
INSPIRATION AND DIGITAL MATURITY ASSESSMENT
DIGITAL CONCEPT MAKING CULTURE ANCHOR
• Inspire the leadership team
• Vet the appetite and belief in an ambitious and relevant digital strategy for the business
• Current state of your digital ambition
• New digital concepts
• Accelerate our product development process through digital design thinking
• Adopt new effective design thinking tools
• Sustained digital innovation practice in the organization
• Driving cultural, structural and process change
• Market introduction and product operation
DIGITAL DESIGN THINKING
(C) 2017 Michael McKay 42
building a sustainable design culture - capable of using lean ux -
requires support from the top, a dedicated practitioner layer
and orchestrated change management on an organisational level