execute a non-reactionary ux strategy

HOW TO CREATE A BETTER EXPERIENCE WHEN CREATING

RECURSIVE JAVASCRIPT OBJECTS

VINCE BASKERVILLE UX DIRECTOR, @CALLRAIL

CREATE + EXECUTE A NON-REACTIONARY UX STRATEGY

vince baskerville | @whoisvince#connectjs

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


AGENDA

1. Definitions

2. Articulating assumptions & problems

3. Identify high level key components

4. Defining Success

5. Prepare for team presentations


WHAT DOES ‘STRATEGY’ MEAN?


Strategy is a high level plan to achieve one or more goals under conditions of uncertainty


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


ISN’T ALL UX WORK STRATEGIC?


…… WHAT IS A UX STRATEGY?


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

ARTICULATE KNOWN PROBLEMS & ASSUMPTIONS


Assumption

● 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

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

Problems

EXAMPLEMicro-Campaigns (theme)


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?


AssumptionOur _______ users want to _____________________________________ ; however, they can’t now because _________________________________________________.

WRITE AN ASSUMPTION STATEMENT

IDENTIFY AND DEFINE HIGH LEVEL KEY COMPONENTS


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. Vision 2. Themes 3. Epics 4. Features


• 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

EXAMPLEVision & themes for new Sales Tools product

DEFINING SUCCESS


THE HEART FRAMEWORK


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

• 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



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

adoptionMajority of sales users are continuing to use

this product as their primary way to send emails to leads

80%+ successful adoption within 6 months

retention

task successCan 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

PREP FOR PRESENTATIONS

A QUICK CASE STUDY


• 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


Assumption

● 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

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

Problems



*Re-defining the ProblemSales users will need the ability to view success reports based on their Sales Engage email sends


Assumption

● 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

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

Problems


DetailsThere are 3 primary (filtered) views, that are based on a timeframe the user selects

execute a non-reactionary ux strategy

Design