Hacking User Experience - Build Consulting

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designer or programmer. User experience is ... “Design is not for philosophy it's for life”. _____ .... “30 Eye-Op
Hacking User Experience

Kyle Haines, Partner @ Build Consulting

Being an expert in user experience doesn’t mean that you’re an expert designer or programmer. User experience is about how constituents experience your organization. Learn five user experience “hacks” that come before technology and how to turn the experience of your organization into a user-centric one.

@kylechaines

Redefine user experience

Session Goals

Share the hacks Intersperse the hacks with case stories (when I have them) Learn from you

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Relationship Management Continuum

EARLY

Ensuring growth requires near constant vigilance

EMERGING

MATURE

Stronger roots taking hold and potential for significant growth

Established relationship requiring ongoing care and nurturing

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So many terms, so confusing

UI brand

user experience customer experience

UX @kylechaines

customer journeys

brand architecture

Redefining user experience.

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_____ “Design is not for philosophy it’s for life” _____ Issey Miyake

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“” “User experience is customer constituent experience.” @kylechaines

What are the five hacks you keep talking about?

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The five hacks of user experience

1

2

3

4

5

AGREE THAT IT’S IMPORTANT

FOCUS ON STAFF

EVALUATE YOUR ENVIRONMENT

MAP YOUR JOURNEYS

COLLECT AND ACT ON FEEDBACK

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Hack 1: Gain agreement that user experience is important

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HACK 1: AGREE IT’S IMPORTANT

Case Story: Conference room refresh We used a survey, sent to seven Vice Presidents, as a way to understand what they valued, and in turn prime the organization to think about user experiences.

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HACK 1: AGREE IT’S IMPORTANT

Q1: APA conference rooms are a part of the APA brand experience Answered: 7

Skipped: 0

HACK 1: AGREE IT’S IMPORTANT

Q2: APA conference rooms are an integral part of the office Answered: 7

Skipped: 0

HACK 1: AGREE IT’S IMPORTANT

Q3: APA should consider the ease of use for external groups and partners when selecting technology for conference rooms Answered: 7

Skipped: 0

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HACK 1: AGREE IT’S IMPORTANT

Q4: APA conference rooms should have technology that can be operated with minimal training by APA staff Answered: 7

Skipped: 0

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HACK 1: AGREE IT’S IMPORTANT

Q5: APA should require all new hires to undergo onboarding training that covers conference room use and best practices Answered: 7

Skipped: 0

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“” “Technology change is organizational change.” @kylechaines

Hack 2: Focus on staff

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_____ “Employees are now called “internal customers” because their power is far–reaching. Gaining insight into stakeholder characteristics, behavior, needs, and perceptions yields a high return.” _____ Alina Wheeler, Designing Brand Identity

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“” “Organizations don’t realize that people are your biggest asset” @kylechaines

HACK 2: FOCUS ON STAFF

The stats confirm what we intuitively know

20% HAPPY EMPLOYEES ARE UP TO 20% MORE PRODUCTIVE

$450B$550B ACTIVELY DISENGAGED EMPLOYEES COSTS US ECONOMY 450B TO 550B

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147% COMPANIES WITH HIGHLY ENGAGED WORKFORCES OUTPERFORM THEIR PEERS BY 147%

HACK 2: FOCUS ON STAFF

What do we do at Build? “The Build Way” is core to our internal work. It encapsulates everything from our meetings to benefits to how we engage with clients.

• ”The Build Way” is part of our weekly all staff meeting with a focus on transparency.

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Hack 3. Evaluate your organization’s environment

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HACK 3: EVALUATE YOUR ENVIRONMENT

What does your organization value? Rather than mimicking what you’ve seen elsewhere, engage the leadership of your organization

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HACK 3: EVALUATE YOUR ENVIRONMENT

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HACK 3: EVALUATE YOUR ENVIRONMENT

ingredients for effectively evaluating your environment Without these ingredients, constituents can either be nonresponsive all the way to frustrated.

• Design offices to reflect how work actually happens.

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Hack 4: Map your constituent journeys

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HACK 4: MAP YOUR JOURNEYS

Prioritize constituents Gain organizational agreement about which constituents are the most important.

• Those for who your organization’s mission is core

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HACK 4: MAP YOUR JOURNEYS

Prioritize constituents EMPLOYEES

MAJOR DONORS

LOW- DOLLAR DONORS

TOUR GUIDES

ALUMNI

MEMBERS

VISITORS

VENDORS

STORE CUSTOMERS

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A typical journey map

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Moments of truth Created for a hotel chain to capture the entire user experience of guests.

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HACK 4: MAP YOUR JOURNEYS

Mapping their journeys Stand on their rock, not on your rock. Move away from “I want them to….” to ”How can I inspire them to.”

• The best ones are informed by quantitative and qualitative research

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Hack 5: Collect and act on feedback

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HACK 5: COLLECT AND ACT ON FEEDBACK

What are the ingredients for effective feedback? Without these ingredients, constituents can either be nonresponsive all the way to frustrated.

• • • •

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Relevant Measurable Actionable Valuable

HACK 5: COLLECT AND ACT ON FEEDBACK

Case Story: Measuring the impact CEO uses accessible technology (text messaging) to evaluate the experience of it’s clients throughout their journey from onboarding to job placement.

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The five hacks of user experience INTERNAL

EXTERNAL

1

2

3

4

5

AGREE THAT IT’S IMPORTANT

FOCUS ON STAFF

EVALUATE YOUR ENVIRONMENT

MAP YOUR JOURNEYS

COLLECT AND ACT ON FEEDBACK

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Bonus hack: Technology comes last

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Build’s Information Strategy Framework

Leadership & Governance

Operations

Process

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Data

Technology

Resources Dudding, Brad & Salazar, Clarissa Talk to Us: Listening to Constituent Voices. Do Good Data Conference 2016 (used with permission) Lindsay, Ben Waber Jennifer Magnolfi, Greg, et al. “Workspaces That Move People.” Harvard Business Review, 31 Oct. 2014, hbr.org/2014/10/workspaces-that-move-people. “Millennial Survey 2017 | Deloitte | Social Impact, Innovation.” Deloitte, 29 Aug. 2017, www2.deloitte.com/global/en/pages/aboutdeloitte/articles/millennialsurvey.html. Mirus, Peter V. “Build an Information Strategy for Your Organization.” www.thisisbuild.com, Build Consulting, 2 June 2017, thisisbuild.com/build-an-information-strategy-for-your-organization-whitepaper/. Morgan, Jacob. “8 Stats to Persuade Your Team That Employee Experience Matters.”Sapling, 19 June 2017, www.trysapling.com/resources/8-stats-employee-experience/. Rinaldi, Joe. “30 Eye-Opening User Experience Stats [Infographic].” IMPACT Branding & Design, www.impactbnd.com/blog/userexperience-stats-infographic. The Employee Experience Advantage: How to Win the War for Talent by Giving Employees the Workspaces They Want, the Tools They Need, and a Culture They Can Celebrate. John Wiley & Sons, 2017. Tincher, Jim. “Creating a Customer-Focused Customer Experience Journey Map. "Creating a Customer-Focused Customer Experience Journey Map, www.chroniccareclearinghouse.com/uploads/2/4/5/1/24511285/creating-a-customer-focused-customerexperience-map-white-paper1.pdf. Wheeler, Alina. Designing Brand Identity: an Essential Guide for the Entire Branding Team. John Wiley & Sons, Inc., 2017.

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Contact me @kylechaines @phillykyle linkedin.com/in/kylechaines thisisbuild.com/contact

Make sure to use #bbcon! @kylechaines