Being an expert in user experience doesn't mean that you're an expert designer or ... can be operated with minimal train
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.
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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