With a large number of potential features derived from the assessment activities it’s tempting to hit the Quick Wins pedal. By evaluating each feature from a value and feasibility perspective the business can be certain they are concentrating on the right things.
We offer four strategy services:
- Customer co-create
- Feature prioritisation and roadmap planning
- Experience Principles
- Behavioural change customer journeys
With business stakeholders and customers working together we design a series of hands-on exercises to build a storyboard with ideas to solve real world problems. This intensive workshop creates real value by exposing employees to real issues experienced by customers and working together to create lists of solutions and shareable videos capturing the new ideas.
With an extensive list of candidate features created from a heuristic review, best practice reporting and customer co-creates each feature should evaluated:
- Customer benefit aligned to persona mandatory needs
- Business benefit aligned to goal
- Habit affect
- Brand value alignment
- Operational readiness
- Speed to market
- Technical platform
By engaging business owners responsible for each area, scoring is processed to create a 5×5 matrix by priority. This representation facilitates the feature to release planning and in turn roadmap development.
Creating customer experiences that accurately represent the brand values ensures the customer feels an emotional connect that is fitting to the business. Experience principles act as filters to guide the team on how to create patterns that best represent the value. It is important they are able to be evidenced throughout the business as true and they are differentiating in the sector to ensure they are easily identifiable. Using a ladder methodology the senior team can visualise how they can be used for innovation, evaluation and critique.
Once design patterns are established for the principles, the UI can be tested using card sorting techniques to ensure customers actually feel the way it was intended.
By mapping out all of the goals the brand wants the customer to achieve for benefit to both, rather than manipulating the customer i.e reduce less time spent on activity x, these goals can be knitted into the customer journey design. By purposefully creating journeys with natural breaks knowing customers will start, stop, continue and change device journeys can be specified to deliver the intended outcome. We used the Behaviour Grid as outlined by BJ Fogg from the Stanford Persuasive Tech Lab.
To create an increase in habit we use the MINDSPACE methodology to plan appropriate actions and rewards. Once this cycle is routinely established the customer builds a habit to achieve a goal.