Skapa ett helt rum för att förstå kundresan, kundupplevelsen och besökarnas flöde

Hur ska vi nu börja den här förståelsen för kundresan, kundupplevelsen och CXM-arbetet? Ett av de mer iögonfallande och högst praktiska sätten att anamma det kommer från CXM-chefen Ingrid Lindberg på Prime Therapeutics. De skapade egna, så kallade, CX room för att låta sina anställda verkligen förstå den kundupplevelse som deras arbetsgivare vill erbjuda. Och känna att de kunde bli en del av arbetet.


Det finns även ett större kreditkortsföretag som nyligen skapade sitt eget CX room (kallat Customer Experience Lab) i en mobil variant som kunde fällas ihop och flyttas med i en rullande intern företagskampanj för att sedan "poppas upp" på de olika kontoren.

CX room'en skulle demonstrera hur komplext det är för kunder att ta del av all information, alla telefonnummer och alla olika webbplatser företaget just nu upprätthöll. Samt visa de pågående aktiviteter för att förbättra detta som pågick.

Förhoppningen var att rummen skulle fostra förståelse för irritation och frågor hos kunderna genom att iscensätta allt i verklig storlek och som en rundvandring i deras medvetande. Som sedan kunde leda till ännu fler förbättringar hos företaget.

Tanken är att alla anställda vid ett företag ska ta del av rummet.

Lärdomen är att innan ett CX room tar form krävs en befintlig CXM-strategi, flertalet personas och genomförd customer journey mapping. Annars är det svårt att få en bild av helheten via ett rum.

På Forrester tror man att detta kan vara ett bra sätt att komma vidare i det komplexa CXM-arbetet de kommande åren.

Absolut Art Award - a new release from Nansen Stockholm

Yay!
Today we released a small sub-site on the Absolut.com site called Absolut Art Award.
At the moment site is rather thin, there are only two pages, but more content is being added during the next couple of days.

"The Absolut Art Award offers an artist and an art writer a unique opportunity to realise a 'dream project', demonstrating our continued commitment to collaborating on transformative projects with the worlds’ most interesting creative talent."

This release is built in tight collaboration with Great Works, who did the design and frontend part. Tobias from team Cyclops did all the back end EPiServer magic. Thanks for a great job Tobbe, I know the time schedule was a bit tight, but you handled it perfectly, just as usual!

Visit the site at this address: http://www.absolut.com/se/Absolut-Art-Award/

Designing with lean UX

Andreas, Giovanni, Alexandra and I went to the UXLX Conference in Lisbon, where we attended different workshops during two days, the third day was based on lightening talks.
This is a wrapped-up review of one of the workshops I attended.

Designing with lean UX with Kate Rutter

Kate gave us tools to use Lean Startup principles with fun methods. The workshop contained a few steps to make a low-fi product concept by envision, experiment and then share it with the rest of the group. By using lean rapid methods, it was quite easy to understand if the product concept would make it or not.

What are these methods then? Lean UX methods are often used in startups. A startup is an institution designed to create a new product or service under conditions of extreme uncertainty. You need to experiment, validate learnings and reduce waste. And that is basically what the methods help you do. Validate and reduce.

Lean UX
Build

Measure

Learn!

…and do this again.

First, define your users. Who are they? What do they like? What do they don't like? Throw that away. How do their lives look like? When you know your target group you need to define their needs. What can a user DO with your product? What will they not do? Throw that away. How will they do that? Are there any features to add that might help our users? 

We had five minutes to come up with an idea to test. Sketched it out on papers, used post-its on the wall, sketched something new, threw some ideas away. We sketched out personas with needs, how they live and what they like, why and when they need our product, and what features that they will need.

Finally we had a concept in three hours. What to do next? How do you actually know this is working? You need to measure what matters. A good metric measures the usage of your product by a person. But a great metric makes you look at all the other metrics and say “None of those matter if we don’t get this right first”.

Metrics:

Signups (unhelpful)

Total number of registered users (vanity)

% of new users per week (good)

% of users who sign in 3 times a day, per week (better)

% of users who share a task 3+ times a day, per week (awesome)

Here at Nansen Stockholm we usually work with agile development, and that works very well in most of our projects. I have never worked in this way with reducing waste, but I think this method definitely is something to try out, especially when designing a new product or service.

Day two at UXLx

After the first day we were all pretty excited for the following day; again filled with various workshops.

“Designing with Data” with Brian Suda 

A condensed version of the very same book by Brian, now in a workshop format. An introduction to charts, examples of how--or not--to lie using charts and tell a story with data visualisation.
A good combination of introduction, inspiration and exercises emphasising the width of solutions possible; all depending on what story you want to tell.

“From UX Designer to Product Leader” with Bill DeRouchey

“Don't think of it like a UX career. It changes over time, think more of it like a skill, approach or philosophy.”

Bill showed in his workshop the importance of universal skills rather than having specific UX skills. The key is to practice owning that product before you actually get that big promotion.

“Collaborative Research” with Erika Hall

All too often, critical design and business decisions are based on internal assumptions rather than how the world actually works. When you have to move quickly and collaboratively, how do you make sure that you and your team have the information you need to to design and build a new product or service that delights your target users and meets your business goals? Research can be much faster and more flexible than you might imagine.

As a group working in the same direction it is very important with a shared reality view. To know what the users need and what goals the customer has.  Research saves time and money! It can be expensive for a company to develop something that the users does´t want...

Everybody lies! It´s difficult working with people. What they say is not always what they do because of fear. Fear of losing control. Fear of looking bad in from of other people.

“Brand-Driven Content Strategy” with Margot Bloomstein

The importance of defining why a client needs a  blog and how your using your blog is very important in terms of content strategy. Megan introduced the attendees to a process where the client invest a lot in time/work themselves to define the content strategy, later used to define a message architecture. Loads of inspiring examples throughout the presentation in combination with hands-on exercises. And the team got a chance to see Giovanni as a CEO for a multinational bank. Let’s just say we’re all hoping Gio will stay at Nansen.

Day one at UXLx

The capital of Portugal and one of the oldest cities in the world, is now also hosting Andreas Nymark, Alexandra Nelson, Giovanni Vivanco and Susanna Averpil from the Stockholm office. From 4–6 June we’re here to attend a user experience conference, filled with workshops and talks from a variety of perspectives. The first two days consist of two workshops each day. The last day is filled with inspiring talks by Mike Monteiro, Kate Rutter and Jared Spool amongst others.

Here’s a summary of workshops we attended day one at UX Lisbon:

“Design-led innovation” with Steve Baty

“If there’s anything you should take from this workshop it is that we assume things to be true. Assume nothing.”

Steve combined inspiring examples with group exercises to help the attendees find ways to innovate in a broader sense. From pin-pointing industry clichés to generate innovative and challenging ideas and how to focus on what the competitors aren’t doing.

“The Workshop Workshop” with Ross Unger

Besides winning a book for the best group name–“The Team Team”–the workshop was laid out to help and introduce each attendee on how to facilitate a super-slim workshop. From the importance of planning and agendas, to the qualities of a facilitator and how to help a group keep track and move forward in a process.

“Designing with lean UX” with Kate Rutter

Kate gave us tools to use Lean Startup principles with fun methods. The workshop contained a few steps to make a low-fi product concept by envision, experiment and then share it with the rest of the group. By using this methods, it was quite easy to understand if the product concept would make it or not.

Next we’ll write about day two, where we attended workshops such as “Designing with Data” and “From Designer to Product Leader”.

Nansen soon got our own locally brewed beer! Label-design in the making.

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