UX Business Value: Increase Overall Project Success Rate
“15% of all IT projects are abandoned and many finish over budget and beyond original timelines. Of twelve primary reasons for failure, three could be avoided by following UX practices.” – Institute of Electrical and Electronics Engineers (IEEE)
UX Business Value: Increase Sales
“14.4% more customers purchase from a site that provides a superior experience” – Forrester Research
“Wal-Mart’s shopping cart redesign resulted in over 160% increase in sales” – Example of Cost Justifying Usability
“Anthropologie increased conversions by 24% with a new checkout flow” – Example of Designing Superior Shopping Carts
UX Business Value: Increase Adoption
“Bank of America improved online banking applications by 45% after redesign” – Adaptive Path
“United Airlines modeled the traveler’s experience to inform a new site design, resulting in a 200% increase in use” – Example of Cost Justifying Usability
Experience Design drives both Strategy and Application Development
Experience Design is focused on meeting strategic goals and business outcomes through the design of dynamic and engaging experiences for customers or employees.
At Maven Wave we have two approaches to Experience Design:
Research Driven Experience Design
Conducting Research to Gain Insights
We begin by studying user behaviors and expectations and then prioritize features and functionality necessary to meet user needs while also realizing the business goals and functional requirements of the project.
User Interviews and Observation
Live user observation and interviewing. Often filmed for analysis.
- Eye tracking technology can identify common patterns, what’s missed.
Internal Stakeholder Interviews
- Business Understanding: What goals do internal stakeholders have for the application?
- Internal Interviews: Interviews with subject matter experts, stakeholders, customer services representatives, etc.
Analytics & Heuristics
- What paths do users follow? Where do they drop off?
- Apply known UX principles that are not utilized
Experience Design Deliverables
Our goal is to ensure that the experience, content and workflows of digital solutions are usable and informed by the user research.
Persona Grids consolidate all the user research information into behavioral patterns that can be divided into a customized 4×4 grid that designates how behaviors can be described and mapped to personas along a spectrum from low to high. Each persona then has a behavioral designation show by its particular placement within the grid. Example here.
A Persona Map is then created to designate a specific persona pathway through the Persona Grid – highlighting how the behavioral changes along the way will achieve the intended business results. The Persona Map also calls out Motivational Design Themes that represent those behavior changes. The Motivational Design Themes can be used to define strategies, or specific system designs. Example here.
Information Architecture & Wireframes
We utilize wireframes to organize content to be accessed efficiently and effectively using patterns known to target users. This includes defining page and screen layout information in varying fidelities to ensure it is in sync with the user’s mental models.
As teams progress into sprints, the wireframes can lead to a defined set of working prototypes with fully-featured interactions to be used for user testing, client stakeholder and product team reference.
Journey maps are used to visually define customer or employee processes or journeys through their eyes, with emotional states and key activities. Along the journey, touchpoint opportunities are identified where digital solutions could provide significant value.
Workshop-Based Experience Design
Maven Wave recognizes that not every business situation lends itself to the degree of user research, insight, behavioral changes and motivational design in our Research-Driven Experience Design approach. To address simpler, more basic system designs like Intranets, dashboards, and basic visualizations, we’ve developed a leaner, more iterative design approach – Workshop-Based Experience Design.
Workshop-Based Experience Design is a focused set of brainstorming, ideation, sketching, validation, and design activities meant to quickly drive towards an initial design that can be iterated and updated during technical development. Working closely with the right stakeholders and key experts, a Workshop-Based Experience Design project can be executed in as little as 2-4 weeks utilizing a series of intense workshops and activities.
The process is based on a rapid brainstorming design process pioneered by Google Ventures and described in the book entitled SPRINT, by Jake Knapp, John Zeratsky and Braden Kowitz.
Maven Wave’s Approach to Great User Experiences For any business or organization, it’s clear to see that customers and employees are changing; by 2020, people will likely manage 85% of their relationships with little-to-no human interaction. We live in a world that is increasingly social, mobile, and easy to use, with an emerging generation of people who expect dynamic and engaging digital experiences in both their personal and professional [...]