2016 International Forum
自我轉型是創新旅程的開始 Self transformation is the start of innovation journey
Raven Chai 蔡文强 Founding Principal Consultant 創始人及首席諮詢師 UX Consulting, Singapore
2016 International Forum
What we do Consultancy | Training | Coaching
Experiences accumulated from 170+ projects over 10 years
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My work gives me the privilege and opportunities to observe failures & successes of customer-centric and
innovation projects at close proximity.
2016 International Forum
Two Stories
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Elevate the level of customer experience
Lack of digital roadmap and metrics to measure project success & failures
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Re-alignment of digital and retail Experience
Next Generation Digital Retail Store Revamp Corporate WebsiteNext Generation Online Store
3 strategic projects being commissioned
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1 singtelshop.comRedesign to complete the integration of package purchase flow
> 20% sales revenue
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2 Digital retail store experienceService design prototyping to build immersive retail experience
↑40% sales revenue
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3 singtel.comChanged the mindset and internal culture on evidence-driven design approach
Ongoing Customer Research Activities Web Analytics + A/B Testing
Strategy, Planning & Restructuring Design & Technology Implementation
Integrate design capabilities within tech & business teams Develop digital UX strategy to realign product vision
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Key challengesSuccesses and failures are evaluated at project-level,
but not from an overall organisation’s competencies perspective.
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What worksSome degree of continuity in the strategic goals being set,
as there is a tendency for the same group of people in the driving seat.
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What it fails to deliverCreate a pool of advocates and champions towards the
culture of customer-centricity, resulting the difficulty to scale project successes in the speed it deserves.
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Redesign and simplify online securities platform across multi-devices
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Complex business rules & processesUnknown feature sets that are both wide and deep
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Set a product visionConsistent User Experience across platforms
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what, when, why, who and howConduct 1-on-1 depth interviews to validate the customer
personas, prior proceeding to design phase.
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Iterate, iterate, iterate
Test
PrioritiseIterate
Focus on areas that need validation
Pick your battlesKeep up with the pace
It feels like running a marathon for 16 months
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Establish clear objectives and way of working
Debrief after each session is completed. Facts are derived from observations, Use evidence to make design decisions. Final decisions are made by product owners (designers), not senior management
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Be ready to be adaptiveUnderstand the context on how people use different devices to perform their tasks
• Perform a large subset of user tasks as per web platform
• Consume info and read news in an enjoyable way
• Makes sharing easy
• Timely alerts
• Perform simple transactions
• Updates on the move
• Perform complex, time-sensitive transactions in single or batch orders
• Customisation and personalisation tasks
• Analysing multiple sources of information
• Management of portfolio
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Build partnership with stakeholdersConsensus building & problem solving as a team from different BUs CX workshops & lab observations are mandatory for all stakeholders
Reference: Sarah Bloomer. Changing the UX Mindset UXSG Conference, 28 Jun 2013 + useit.com/alertbox/process_maturity.html
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Key challengesWhile customer experience is being valued across the organisation,
the mindset of business agility has not reach the same level of adoption to match their aspirations.
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What worksThe first design hardly ever wins.
Relentless iteration is the pathway to powerful design.
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What it fails to deliverImbalance power distribution and approaches towards projects
between customer experience activities and technical implementation processes.
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Starting point of transformation journey differs from each organisations.
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At the heart of effective organisation transformation is storytelling with evidence.
This is an opportunity of the century for designers today to take the center stage in any businesses.
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Too often many projects bring the technical skills, processes and methodologies, but doesn’t bring the
storytelling and narrative.
It is the mastery of storytelling that empowers you to shape perceptions and construct meaningful
conversations.
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Learn to adapt and adopt practices for the right context. Business goals, user needs and technical
know-how differs from each organisations.
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are we doing it right? organisation-wide
are we able to do it repeatedly? team-level
do we know how to do it? individual-level
Methodologies
Processes
Skills
How most organisations build competencies
2016 International Forum
are we doing it right? organisation-wide
are we able to do it repeatedly? team-level
do we know how to do it? individual-level
Methodologies
Processes
Skills Trust
Accountability
Ownership
Introducing the soft skills spectrum
2016 International Forum
are we doing it right? organisation-wide
are we able to do it repeatedly? team-level
do we know how to do it? individual-level
Methodologies
Processes
Skills Trust
Accountability
Ownership
Essential attributes to succeed in 21st century
2016 International Forum
Requires both directions to build these attributes
Ownershipare we doing it right? organisation-wide
are we able to do it repeatedly? team-level
do we know how to do it? individual-level
Methodologies
Processes
Skills Trust
Accountability
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Business innovation is always costly, building trusted innovation is probably the best way to manage risks.
5 waves of trust Self-trust
Relationship Trust Organisational Trust
Market Trust Societal Trust
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Organisation transformation tends to start with only a few individuals who doesn’t know the answers, but
posses strong resilience in their characters to navigate uncharted waters.
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Attempting to change everyone’s perspectives is a futile effort, shifting our own mindset is the catalyst of
meaningful conversations.
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If we can’t transform ourselves, how can we expect to transform society, communities
and products & services we aim to create.