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Execute a Non-reactionary UX Strategy

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HOW TO CREATE A BETTER EXPERIENCE WHEN CREATING RECURSIVE JAVASCRIPT OBJECTS


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CREATE + EXECUTE A NON-REACTIONARY UX STRATEGY VINCE BASKERVILLE UX DIRECTOR, @CALLRAIL


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LEARNING OBJECTIVES ‣ How to focus on problems, assumptions and success criteria to then lead the design iterative process ‣ Familiarity with a UX Strategy canvas to track, measure and learn how to continue building great products ‣ Understanding how to work with not having proper resources, creative isolation and organizational ignorance / hostility #connectjs vince baskerville | @whoisvince


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AGENDA 1. Definitions 2. Articulating assumptions & problems 3. Identify high level key components 4. Defining Success 5. Prepare for team presentations #connectjs vince baskerville | @whoisvince


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WHAT DOES ‘STRATEGY’ MEAN? #connectjs vince baskerville | @whoisvince


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Strategy is a high level plan to achieve one or more goals under conditions of uncertainty #connectjs vince baskerville | @whoisvince


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Key Components 1. Diagnosis —  defines or explains the nature of the challenge 2. Guiding Policy —  for dealing with the challenge 3. Action Plans — designed to carry out the guiding policy #connectjs vince baskerville | @whoisvince


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ISN’T ALL UX WORK STRATEGIC? #connectjs vince baskerville | @whoisvince


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#connectjs vince baskerville | @whoisvince


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#connectjs vince baskerville | @whoisvince


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…… WHAT IS A UX STRATEGY? #connectjs vince baskerville | @whoisvince


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A UX STRATEGY ‣ is a hypothesis-led plan that takes information about your business + your users and turning it into an actionable approach for a desirable CX. It must overlap with the overall business strategy #connectjs vince baskerville | @whoisvince


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#connectjs vince baskerville | @whoisvince


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ARTICULATE KNOWN PROBLEMS & ASSUMPTIONS


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EXAMPLE Micro-Campaigns (theme) Problems ● Current 1:1 emails aren’t scalable ● Sales users can’t use assets created by the Marketing team ● Sales users can’t send template emails in their own custom workflow #connectjs Assumption Sales users want to increase their personal touch to a larger number of prospects and leads, however the individual time it takes can’t scale efficiently vince baskerville | @whoisvince


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DEFINE THE PROBLEMS • Ask yourself these questions: • What are the core issues & problems we’re attempting to solve with this feature/product? • What are we assuming users would do as a result because of this solution? • How are they currently working around the issue now? • Is it still worth investing in a new solution? Why? #connectjs vince baskerville | @whoisvince


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WRITE AN ASSUMPTION STATEMENT Assumption Our _______ users want to _____________________________________ ; however, they can’t now because _________________________________________________. #connectjs vince baskerville | @whoisvince


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IDENTIFY AND DEFINE HIGH LEVEL KEY COMPONENTS


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STAKEHOLDER & PM DEPENDENCY Your UX team will be able to work best once the top 3 product drivers have been set and explicitly laid out:
 1. 2. 3. 4. Vision Themes Epics Features #connectjs vince baskerville | @whoisvince


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EXAMPLE Vision & themes for new Sales Tools product • Vision • To be the dominant product of choice for both Sales & Marketing teams seeking automation and the ability to leverage customer insights!
 • Themes • Micro-Campaigns • Data & Analytics • Scaling Serendipity #connectjs vince baskerville | @whoisvince


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DEFINING SUCCESS


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THE HEART FRAMEWORK #connectjs vince baskerville | @whoisvince


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THE HEART FRAMEWORK • Happiness — measures of user attitudes, often collected via survey
 • Engagement — level of user involvement, typically behavioral proxies such as frequency, intensity, or depth of interaction over some time period
 #connectjs • Adoption — new users of a product or feature
 • Retention — the rate at which existing users are returning
 • Task success — behaviors such as time to complete a task, effectiveness (e.g. percent of tasks completed), & error rate vince baskerville | @whoisvince


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EXAMPLE Micro-Campaigns (theme) goals metrics happiness The perceived ease of use & general satisfaction is high 8+ on NPS surveys engagement Increased communication & usage of marketing templates / assets from sales users 10% increase of recurring sessions 40%+ total usage adoption Majority of sales users are continuing to use this product as their primary way to send emails to leads 80%+ successful adoption within 6 months Can send template email to 10 users w/o help Can send to 50 users faster than existing current method 90% success rate New way is better than old way 100% of the time retention task success #connectjs vince baskerville | @whoisvince


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PREP FOR PRESENTATIONS


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PREP FOR PRESENTATIONS #connectjs vince baskerville | @whoisvince


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A QUICK CASE STUDY


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• Vision • To be the dominant product of choice for both Sales & Marketing teams seeking automation and the ability to leverage customer insights!
 • Themes • Tracked Emails • Data & Analytics • Scaling Serendipity 
 • Epics • Sales Engage • Reporting • Lead Deck • S1 #connectjs vince baskerville | @whoisvince


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EXAMPLE Micro-Campaigns (theme) Problems ● Current 1:1 emails aren’t scalable ● Sales users can’t use assets created by the Marketing team ● Sales users can’t send template emails in their own custom workflow #connectjs Assumption Sales users want to increase their personal touch to a larger number of prospects and leads, however the individual time it takes can’t scale efficiently vince baskerville | @whoisvince


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*Re-defining the Problem Sales users will need the ability to view success reports based on their Sales Engage email sends #connectjs vince baskerville | @whoisvince


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Assumption Problems If sales users can see which templates and emails are performing the best, they’ll be able to tighten the sales cycle for current and future prospects ● Sales users have to send manual emails to their prospects ● These emails don’t have an easy to to view aggregate report analytics ● These emails aren’t able to pull in previously successful template analytics #connectjs vince baskerville | @whoisvince


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Details There are 3 primary (filtered) views, that are based on a timeframe the user selects #connectjs vince baskerville | @whoisvince


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Q&A


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