UX Strategy

I needed to use a Service Design approach to creating a new interface, based on a new sales journey, that would sit on a new technology stack on a new Product Catalogue. This was a greenfield project running in agile and we grew from 12 project folks to 125 in 3 months.

In 2011, I joined as UX lead - UX team needed to be created. I set out a strategy and mapped KPIs that could be changed.

The internal team had made a strategic decision of ensuring that UX was inside the technology team. I had to ensure that the UX was feasible.

The first step was understanding the user context and pain points. I successfully managed to gather these by using an ethnographic approach amongst other User Research tools.

 

THE Vision

Embrace and deliver compelling and emotionally engaging customer experience - everyday for all customers, every time.

To create an extendable User Experience and User Interface for the PSP project that is:

  • Flexible to customer and user demands
  • Flexible to business and technology demands
  • Maintainable by the product owners
  • Intuitive to learn
  • Fun to use

Keeping in mind the core UX principles to design an application that is:

  • Usable
  • Useful
  • Contextual
  • Explorable
  • Extensible
  • Scaleable

 

UX Strategic Goals

In order to create and maintain a consistent user experience in PSP there is a direct need to create a UX framework:

  • UX principles (leading to a UX library)
  • UX research and testing approach
  • UX KPIs (validated by metrics)
  • User Centred Design and planning/ delivery approach
  • Develop a visual language through graphic design
  • Copywriting approach
 
Featured
CALL CENTRE ENVIRONMENT Sky's call centres span all of the UK employing over 1,600 people in Livingston, Dunfermline, Uddingston, Newcastle and Leeds.

CALL CENTRE ENVIRONMENT

Sky's call centres span all of the UK employing over 1,600 people in Livingston, Dunfermline, Uddingston, Newcastle and Leeds.

CHORDIANT Normal 0 false false false EN-US JA X-NONE

CHORDIANT

A slow and cumbersome Java Fat client deployed through Citrix. Took over 3 weeks for new employees to learn how to make Prospect sales.

Normal 0 false false false EN-US JA X-NONE

TOUCHPOINT

A web based application that was used by agents to profile new customer sales. This was a barrier to making a sale in Chordiant. It had mandatory fields in it that blocked use and led to poor email capture.

RSG The Retail agents did not like it as it did not support their natural sales conversation. The interface had been designed based on the SKY.com website and was not user centred for face to face sales. Agents thought it was a compromised web

RSG

The Retail agents did not like it as it did not support their natural sales conversation. The interface had been designed based on the SKY.com website and was not user centred for face to face sales. Agents thought it was a compromised website. It included banner adverts that promoted offers and discounts the agents were not incentivised to sell but that the customer could see.