February, 2007

Joined up experience

The “customer” agenda has moved beyond CRM. “Customer experience” is being taken ever more seriously; some more enlightened organisations have customer experience representation at the board level. It’s all about thinking in terms of the experience customers have with us- considering every touch point – understanding the journey the customer takes from first becoming aware of our brand, through researching and purchasing our products to developing them as a loyal and profitable advocate of ours.

Sadly the IT that underpins many organisations doesn’t get the customer journey. It is routed in organisational silos and delivery channels that mean everything to the organisation but nothing to the business.

We know how successful our web channel is: we’ve got webmetrics. We know how successful our telephony channel is: we’ve got a sales force motivated to sell, and a dashboard that tell us their success. We know how successful our stores are: we’ve got sales data, we even measure footfall in our stores.

But is it joined up?

I go into a store and a salesperson helpfully shows me the product, but I’m not yet ready to commit. She offers me a great deal, I’m tempted, but I want to check it out on the web. I search the competitors, the salesperson was right, she was offering me a really good deal. So I got to their online shop and there is nothing like the tailored deal I was offered in the store. There’s a number on the website and I get through to the call centre. I start all over again. I get the same sales patter I got in the store and saw on the web. I’m offered a deal that is similar to that in the store. I’m ready to commit… but they don’t have any in stock, I’ll have to wait seven day. So can’t I buy it now and pick it up in the store tomorrow? I don’t think so.

Where is the driver to improve things? Each channel has contributed to the sale but each is a silo that has its own reporting lines. They are in competition with each other, each wanting the sale none of them recognising the other in the journey that led to that sale. Yet ultimately their failure to work together is destroying the brand value.

Do you want to be famous?

I’m in Hong Kong and my wife and Children are out here with me. When we walk on the streets with my daughter sitting on my shoulders many people stare and point. Over the weekend we went to a beach and people were pointing their camera and taking photos of her. None more so than the mainland Chinese in their coach parties. It’s not every day they see a blond three year old with a riot of curly blond hair. And it bothers me. Who are they to take pictures of my children. Some peope ask and I generally refuse. I begin to get a feel for what I might me like to be a celebrity. There is however, a lack of consistency in my approach. Why will I not let the Chinese tourists take photos, yet I post my own on Flickr for all the world to see? My rationale for Flickr is to let family members to see our pictures, but they are in the public domain.

We live in (the UK) a world where 1 in 7 teenagers wants to “be famous” when they grow up. Not “be rich” as is used to be – there was an implication of effort and graft in that statement, no-one got rich by doing nothing at all. But now it is possible to get rich by being talentless and doing nothing but being on a reality TV show. A sad state of affairs I feel. And anyway, who would want to be famous, to have random people pointing at you and sticking their camera phones in your face? I certainly didn’t like my brief experience of that.
But then I must wonder. With social networking is there an element of all of us wanting to become famous? I’m broadcasting to the world who I am via flickr, through my blog (and I watch how many subscribers I have and strive for a higher ranking within technorati). I look at google analytics to see who is visiting my site (Hello Hanoi, Singapore, Kuopio and Buffalo). I increase my professional network on Linkedin. Maybe I put my videos of myself on Youtube or MySpace. It is all about creating a personal cult of fame. Maybe I don’t like the TV version of it, but I think that on the web I’m hooked. I do want to be famous. Grrrrrrr.

What if it began with UAT? (Agile and interaction design are compatible!)

There’s an argument brewing that pitches the agile community against the interaction design community. (You get a feel for this here via here ). Personally I don’t get it. The two approaches are a natural fit. You just need a bit of pragmatism and an ability to say “it depends”.

The interaction designers argue for ethnographic research, lots of user research, and only when we have a thorough understanding of the users, their goals and the context of their usage should we start thinking about writing code. The agile developers will say the only thing that is worthwhile is “working software”. Get something out there, quickly, and see what the users think. The agile approach mean that the direction of the software can be changed at the drop of a hat… If you are working in an investment bank, with a small user base who want this approach may be valid. But if you are building a large public facing web site, diving straight into code with little consideration of the users (e.g. their demographics, itentions, motivations etc.) would seem to be somewhat misguided. It need not be like this. At ThoughtWorks we start many engagements with a “QuickStart”. We’ll work with the client to produce a vision of where they want to get to. We’ll listen to end users, sit with them, watch them. Then use models; financial, process and visual to gain concensus and understanding of what the project is aiming to achieve. We do this quickly, focussing upon the outcomes the client are looking for the project deliver.

The visual models are straight out of the interaction designers tool kit: wireframes. Pen and ink sketches of screens, maybe on paper, maybe in PowerPoint or Visio. Alongside this we’ll watch the users, spend time with them and experience how the software will impact their lives. This doesn’t take much time. We don’t look to produce formal documentation – output is scribbled on cards or on flipchart paper stuck on the walls. In two to four weeks we’ve got a good understanding of the as-is situation, and produced a vision of where we want to get to. The benefits of this? The users get a feel for what might be in the application, we can write better stories (requirements) that are more explicit on what is needed and the developers have something more concrete to estimate against. Finally, when it comes to release planning we can visualise what a cut down version of the application might look like (and thus begin to manage expectations that they are not going to get everything in one big bang, and that things will probably change during the journey). This is not big up front design. It is quick and dirty. It is interaction design (e.g. personas, ethnography, low fidelity prototyping, user testing etc) and agile (e.g. rapid, iterative, incremental, tangible… hey! it’s test driven development without code).

Ah! Test driven development? So on my current project we showcased the wireframes and a comment came back from one of the users (someone who will actually use the application, not one of the “business representatives driving requirements).

“What you guys are doing is great,” he said. “UAT at the beginning”.

I rather like this, but with a caveat. All to often the first time the users see an application is when it comes to user acceptance testing- UAT. UAT has always struck me as a bit weird because it is rarely about “acceptance” (even weirder how it is so well embedded in the IT development lifecycle whilst usability testing rarely gets a look in). It is more about testing for bugs that the developers may have missed. It’s not whether I, as a user “accept” that the product is any good. It is probably the first time I’ve seen it. Maybe I’ve got a test script to run through, I can play with the application, but it is so late in the lifecycle that if I don’t “accept” that it is any good, nothing is going to change.

Agile proponents will argue that with small, regular drops, users are able to raise concerns earlier in the software lifecycle. Regular showcases at the end of each iteration will bring to light issues around “acceptability” and acceptance of the software. But these showcases are usually with the “super user”, the “customer” who is feeding the team requirements. Rarely is it the little person who will actually use their application. And then, even in agile, you’ll often have UAT. It will come at the end of a number of iterations, before the first “release”. But already the direction of the application is set. There is less to accept (and therefore it is easier for the direction of the development to change – one of the benefits of agile) but there is still scope for users to dislike and reject what is being released. And that is why doing UAT at the beginning, user acceptability testing, rapidly, user the interaction designers toolkit is such a good thing. You’re getting the users involved. Your testing and refining the vision. And probably getting usability in there by stealth.

Here’s a paper I wrote about this a while ago: Agile and Interaction design paper

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