Design Digital

Transformation
UX Strategy
What is User Experience
User experience design (UX, UXD, UED or XD) is the process of enhancing user satisfaction with a product by
improving the usability, accessibility, and pleasure provided in the interaction with the product.

User experience (abbreviated as UX) is how a person feels when interfacing with a system. The system could be a
website, a web application or desktop software and, in modern contexts, is generally denoted by some form of
human-computer interaction (HCI).

User experience is about feelings. It goes beyond human-computer interaction (HCI) and puts special emphasis
on the human side. People classify an experience as a personal moment.

UX depends on the context in which the product is used. The

circumstances under which a product is used constantly change
over time. UX involves understanding the larger context in which
users operate, and discovering what part a product plays in their
lives.
What is User Experience
Usable: A product needs to be simple and easy to use. It should be
designed in a way that is familiar and understandable.

Useful: A product must fill a need. If the product isn’t filling a

perceived gap in the users’ lives, then there is no real reason for
them to use it.

Desirable: The visual aesthetics of the product need to be

attractive. Design elements can evoke positive emotion and
appreciation.

Findable: If the user has a problem with a product they should be

able to quickly find a solution.

Accessible: The product or service should be designed so even

users with a disability can have the same experience as others.

Credible: The company and its products need to be trustworthy.

What is Usability
Usability means thinking about how and why people use a product.

The first step in creating a usable product is understanding those goals in the context of the user’s environment,
task or work flow, and letting these needs communicate the design.

Usability relies on user-feedback through evaluation rather than simply trusting the experience of the designer.

Unlike formal software application testing, usability evaluation involves watching real people using the product
or prototype and learn to improve the product much better.
Users are satisfied when an interface is user-centered, which means when their goals, models, tasks and
requirements are all met.
The combination of analysis, design and evaluation all approached starting from the user’s point of view creates
usable products.

• It is a quality or characteristic of a product.

• It is whether a product is efficient, effective and satisfying for those who use it.

• It is the name for a group of techniques developed by usability professionals to help create usable products.
UX STRATEGY
 UX strategy is a long-term plan to align every
customer touchpoint with your vision for user
experience. The component parts of a user
experience (UX) strategy are: A very clear
qualitative and quantitative understanding of
your current user experience. A detailed
vision for the user experience you are trying
to create
UX Strategy Helps company by ?
• Create Product Design Usability Group across the enterprise helps in standardizing the design practice across
all the projects.

• Best practice of design, UX & usability will be share with design resources and projects owners across the
enterprise.

• All Best practice of design, UX & usability will be archived , so it can reuse across all the projects.

• Standard design guideline and practices ( UCD Process) can be applied for all projects.

• Improve the Performance , by reducing the users errors, ease of use and ease of learning.

• Reduce development costs, documentation costs & redesign costs.

• Mature UX & usability helps to create innovate product features.

• Mature UX & usability helps to set design benchmark against competitors.

Target Customer

• The current clients can be target customer.

• Any mobile and web App development company with no UX team.

• UX Improvement scope for start-ups and medium base company with UX Team

• Any IOT product Vendor ( IOT required a good UX for creating customer base)
Market

• IOT is the biggest market for UX offering

• B2B & B2C Industry

Monetize

• Mobile first & User centred design approach as USP to client.

• UX/UI Services packaged for monetize as per client need.

 Third Eye UX Service Offering
UX Mobile UX UX
Consulting Services Services Design Services

Strategy Mobile Strategy Requirement Development

• Mobile Personas • Scenario Construction
• UX Strategy
• User Research • Business Understanding Doc
• UX Standards
• Interaction Design • Focus Group
• Lean UX Process • Mood map development
• Competitive Benchmarking • Mobile Design
• Usability Testing
Modeling
Evaluation • Persona Building
• Heuristic Evaluation • Contextual Enquiry
• Usability testing • Surveys
• A/B testing Assessment
• 80/20 Rule • Brand Analysis
• 5 Sec test • Industry & Competitive
Benchmarking
User Research
• Primary /Secondary UX Outline
Research • Information Architecture
• Wireframe & Component
• Style Guide creation
• Customer journey
• Persuasion Design
• Usability Test Report
 Corporate Metrics

Sales Growth Profitability Efficiency Customer Service Retention

Product Goal: UX Goal and Strategy:

New Customer / Quality New Leads New Customer & Sales Revenue

UX Solution:
• Understand what target customers want
• Improve Customer onboarding Touch points in all form factors
• Automate conversion process
• Take advantage of social proof
• Automate Your Ordering Process
• A/B of Home/Product page for conversion
• Focused Home/Product page, avoid distractions
• Loading speed
• Consistency
• Use a clear call to action
• Use bot to boost sales 24-7, bot ready to engage a new user no matter what time of day they visit your site
 Corporate Metrics

Sales Growth Profitability Efficiency Customer Service Retention

Product Goal: UX Goal and Strategy:

Increase Profit Facilitates process for profitability

UX Solution:
• Better UX… reduces support volume
• Better UX… streamlines infrastructure costs (Confused users create extra burden on your business’ infrastructure,
quickly begins to eat into your profit margin as you scale)
• Better UX… lowers your training costs
• Better UX… increases productivity
 Corporate Metrics

Sales Growth Profitability Efficiency Customer Service Retention

Product Goal: UX Goal and Strategy:

Save Time & Money Do More in Less Time /Time on Task
UX Solution:

• Simple and efficient screen design for task to be complete

• For Repetitive task, save template ( Search with same input should replace with search template)
• Natural language inputs
• Forgiving Formats (Accept multiple formats and variations in your form fields, leaving the interpretation to the
system rather than to the user, who doesn't want to think about the 'correct' way of doing it)
• Wizards/stepped forms (Break the user input process into smaller, avoid error in filling.)
• Keyboard Shortcuts
• Default values and autocomplete
• Social Login
• Undo support (Avoid cycle to start )
 Corporate Metrics

Sales Growth Profitability Efficiency Customer Service Retention

Product Goal: UX Goal and Strategy:

Increase Customer Satisfaction Satisfy and delighted .
Satisfaction Score (NPS)
UX Solution:

• Research to know your user

• Let Customers Get to Know You
• Be Available
• Offer Knowledge
• Providing Access to Customers
• Easy customer feedback
• Provide feedback to feedback
• Combine channels in the right context
• Provide context across teams
 Corporate Metrics

Sales Growth Profitability Efficiency Customer Service Retention

Product Goal: UX Goal and Strategy:

Repeat Purchase Engagement Facilitate Next action Reward
UX Solution:

• Specials Services / VIP

• Shorter Time to Value – (According to a study, 39% of people will stop engaging with a website if images won’t
load or take too long to load)
• Don’t request a signup until you absolutely need it
• Display sample content for first-time users
• Show progress bars for long forms
• Beyond just designing for your user, you must also design for the device that they’re using
• Design your interface to be as simple as possible and don’t overwhelm your user with endless features
• Give the user a human touch throughout your application to delight them and enhance your
relationship.
• Rewarding your User for using your app
 Corporate Metrics

Sales Growth Profitability Efficiency Customer Service Retention

Product Goal: UX Goal and Strategy:

Repeat Purchase Engagement Facilitate Next action Reward
UX Solution:

• Offer In-App support

• Improve your app continuously
• Consider engaging your app users on a personal level
• Consider reactivating lapsed users
• Strengthen On Boarding User Experience Design
• Simplify logins and account creation
• Less is more
• Tour De App
Design Leadership Framework

Company level

Strategy level

Team Level

Product Level

Personal Level
 Company level

Mission

Align the Decision organization with other business functions and established a customer – centric design culture.

Aspects

Establish Design Culture

Align with Business Strategy Develop Design Culture Advocate Design Capabilities
 Strategy level

Mission

Develop a vision what great design means for the company and how it can be delivered through the organisation

Aspects

Drive Change Plan Execution

Assess Current State Set Strategic Goals Define Design Roadmap

Define Vision Communicate Change Plan Budget & Resources

 Team level

Mission

Build and manage a team where everyone can grow and thrive in their talents.

Aspects

Growth Design Team Manage Design Team

Recruit & Onboard Talent Foster Talent Growth Allocate Staff

Define Career & Roles Sustain Motivation Plan Work streams

Foster Team Culture Measure Team Metrics Track Progress & Budget
 Product level

Mission

Define the processes, methods and tools were customer-centric design can happen.

Aspects

Improve Product Optimize Operations

Understand Users Define Operational Model Integrate User Feedback

Define Innovation Foster Collaborative Design Assure Quality

Build up Knowledge Define Workplace Share Best Practices

Measure and Improve Ensure Coherence Measure Operations

 Personal level

Mission

Become a true leader that people want to work for and look up to.

Aspects

Growth as a Leader

Builds Alliances Develop Leadership Skills Contribute to Community