Human Experience Framework is a flexible approach & toolkit to creating a benefits oriented cultural environment and delivery approach based on Human centric design thinking and UCD principles

1. HUMAN EXPERIENCE
FRAMEWORK
AUTHOR: SHARON DON 9.9.2012
1
HEX
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2. 2
Source: Corporate Executive Board
The statistics: Of 271 programs that delivered on time and budget, on
average only 53% of desired business outcomes were achieved.
Delivery Today

3. …Deliver greatest VALUE to Customers
Program deliveries must be about people
To ensure every program delivery creates an emotional connection
A brilliant experience = loyal and engaged customers
Easy to use Simple & clearRelevant & useful
…show CARE in every
delivery”?
…Embrace VALUES
in every program?
How to….?
..put Customers &
colleagues
at the heart
of every decision
Customer Needs
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4. Link Key NPS levers to projects
The Human Experience (HEX) framework has been developed
for program delivery to:
Show Care – Links to Brand values
Customers
are at the heart of every
decision
Iterations made
throughout delivery
and post launch are
based on real users and
customers feedback
Provides a superior
experience to
customers via
optimal design
for Human
Experience
HEX Solution
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5. Care
Freedom from
irritating obstacles
(reduced discomfort & stress,
improved brand image)
Efficiency
Least resources
expended
(Increased use of features,
wider range of capability)
Effectiveness
Accuracy &
completeness
(reduced rework, CRs, training
and support costs)
Ensure Brand Promise, Customer Experience and the User’s ergonomic needs are
integrated into what is delivered
Based on ISO standards, HEX incorporates Brand, Usability & Customer Value Maximisation
What is HEX?
How to turn people on…
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6. 6
Meaningful
(has personal
significance)
Pleasurable
(memorable
experience worth
sharing)
Convenient
(Super easy to use, works
like I think)
Usable
(Can be used without difficulty)
Reliable
(is available and accurate)
Functional
(works as per designed)
I Trust you
I feel Rewarded
I Love this Service
Does what it’s supposed
to
(Makes me feel Smart)
It always works
(Sustainably)
It Works
(as on the box)
Brand value
FocusofHEX
Focused on
Experiences
(People, Activities,
Context)
Focused
on Tasks
(products and
features)
HEX Focus
Human Experience(HEX) Framework ensures that human-centred methods are used
throughout the system life cycle
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7. HEX provides options to ensure that brand customer & user experience values are
considered before, during and after program delivery
HEX Impact Assessment
Vision Tree
Estimation/Prioritization/Minimum
Viable Product
Personas
User Stories (Walk a mile)
User Journeys/Use Cases/Channels
Wire frames/Prototypes
Information architecture,
interaction design & navigation
Business rules, Data attributes
Business process design
Visual Guidelines
User Guides & Help
Customer/User Validation
Testing Guidelines
Customers &
colleagues are at the
heart of every
decision
Toolkit
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8. 0-10 10,000 5mil 10mil+
Immediately
noticeable Direct
impact
Transparent-
Indirect change
Somewhat
noticeable
Significantly
noticeable
Small user group staff Customers
InfluenceonCustomerValue/UsabilityandBrand
People (humans) impacted by the change
Internal Customers or specific
Customer segments
LOW
HIGH
Low HEX
Critical HEX
Medium HEX
High HEX
All customers , Australian
marketplace – or global!
• Small change scope
• Small community
E.g.
 IT platform upgrades
 Call Centre software
upgrade
• Small change scope
• Large community
E.g.
 Network upgrades
 Version upgrades
• Large change scope
• Large community
E.g.
 New product launch
to all segments
 Customer self service
• Large change scope
• Small community
….HEX IA depends on:
HIGH
• number of people
impacted
• influence of the
change on experience &
brand values
Addressable market or more (Aust. Population)
Delivery Programs need to consider Brand promise, Customer & User Experience…
HEX Impact Assessment
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9. VISION TREE
9
Express no more than 3
problem statements from an
end-users perspective and
the functions that would
resolve these
Provide people with an easy way to
get to meetings on time
Notify user
before meeting
L2
Problem
Statements &
Jobs to be done
from a users
perspective
L1
Value Proposition
L3
Functional areas
L4
High level
user stories
Alert
notification
timer
settings
Integrate
calendar
with task
manager
Turn on/off
alerts
I want to
set alert
timer so I
get alerts at
the right
time
I want to be
informed
when tasks
are due to I
don’t miss
them
I want to
turn off
alerts when
I am on
holidays
I’m often late
to meetings
Approach this exercise as a way to agree the value
statement of the project so your entire team is
united in its vision and objectives.
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10. PERSONA’S
10
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11. HEX PERSONA TEMPLATE
11
Try to define a few different
personas so you can view *the
customer* or *user* as real
individual people with differing
backgrounds, frustrations,
motivations & goals.
Approach this exercise based
on the target segment/s
identified for the product or
capability you are building
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12. DEFINE INTERACTIONS – SCENARIO’S
12
A scenario is a story about someone (usually your users) using whatever is being designed to carry
out a specific task or goal
“Walk a mile in another man’s shoes”
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13. HEX USER STORY TEMPLATE
Approach this exercise not to create fully
fleshed user stories.
Instead, outline functionality using a
statement that might start with
"It would be great if… …I <persona> could <function> so I can <value>
Alert
notification
timer settings
Integrate
calendar with
task manager
Turn on/off
alerts
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14. ESTIMATION
14
Estimate business value, effort & negotiate scope, based on budget
Choosing stories with most
business value - making informed
decisions to prioritise
requirements
Bang for Buck
Average Value (x1000 to get a
readable number) / Effort
This number is designed to give
you a relative score to assess
your requirements
Inputs
• Engaged Business
owner :
accountability
• Customer value
assessment
• Prioritised User
Stories
• Technical person to
do estimate
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15. Identify HEX components not being met and
escalate for appropriate decision authority
MD Decision
Steering - Customer Experience
Decision
Core team Decision
Hex impact
Critical requirements
Minimal Viable Product
Delivery is all about managing risks, trade-offs & making decisions
MD or Sponsor decision
to proceed
Risks/Issues referred to the Relevant Steering Team representative, for EG Customer
risks/issues will be referred to Customer Representative on the Steering team
Core team
empowered to deliver
and make decisions on
HEX / CE impact
Do the right programs - deliver
both customer value & $$$
manage the trade-off between
time, budget & quality
track & realise benefits
right people make the right
decisions at the right time
1 2 3
4
HEX Escalations
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16. AOP/AdHocConsults
HEX DELIVERY APPROACH
CONCEPT
• Vision Tree / Scope statement
• Persona
• Scenarios (day in the life of)
• HEX goals
• Customer Experience Impacts
• Brand Value Impacts
• Business Justification/
Recommendations
PROGRAM EXECUTION
• User Stories / Use Cases
• Straw Man/ Prototyping
• User Feedback
• Customer Experience Pulse check
• Brand Value Alignment
• User Journey / Navigation
• Brand / Visual guidelines / User guide
• Sitemaps / Wire frames
• Business Acceptance Criteria / BRT
POST LAUNCH
• HEX Review
• ISO Standard
16024
Business ArchitectureBusiness Architecture
Impact Assessment
Business Benefits
Realisation
Take the results and use as input to the next program
BusinessCase
HEXResource/RiskProfile
Use proper tools to
capture requirements
rather than ‘gather’
and ‘collect’
Making sure that requirements
are not allocated to systems
ineffectively by linking with
Business Architecture
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17. DELIVER MEASUREVISION
HEX HUMAN CENTRIC DESIGN THINKING LIFECYCLE
LEARNING | KNOWLEDGE | INSIGHTS
Starts long before the program and ends long after launch
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18. QUALITY TRIANGLE AND ITS DELIVERY ROLE
Brand
Corporate
Brand
Product Brand
Strategy
Brand
Objectives
Customer
Vision &
Value
- MVP
- VOC  Priority
Are these
being met?
How? UX
How is the sum
experienced
- User
experience
- How
pleasurable
Cost
Time Quality
Manage Risks & trade-offs
with Business
YES or NO?
Assign to a decision maker at
appropriate authority
Typically, programs and projects
focus on cost & time to delivery.
MD Decision
Steering - Customer Experience
Decision
Core team Decision
Time, Cost & Quality are all key ingredients to successful project delivery.
HEX Quantifies the Quality Triangle.
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19. Relevant
Understand
Users
Define
Interaction
Prototype
Design
Measure
Validate
Innovate Plan
Simplicity
People
Focus
Care
Collaboration
Excellence
Integrity
Intelligence
Relevant
I trust you
It’s Possible
Simple
Trust
I love
what you do
I feel
rewarded
No Problems
“The most profound technologies are those that disappear.
They weave themselves into the fabric of everyday life until they are indistinguishable from it.”
Wave 1 - Kick Off
Trial programs
Define success->test plan
Coach, mentor teams
Test, learn &improve
Wave 1 Review
Retrospective –Learning
Change Management – Scale
Measure results - KPIs
Improve and select next projects
Wave 1 - Operations
Change implementation strategy
Documentation to QA acceptance standard
Test, learn &improve
I feel
confident
Spirit
Challenging
Leadership
Anticipate
needs
HEX Iterative Plan
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20. Un-usable
(difficult to use)
Unreliable
(inconsistent)
Non-functional
(doesn’t work properly)
I can’t make this work
(makes me feel stupid)
It works
sometimes
(causes frustration)
It doesn’t
work
(lost my trust)
THE DOWNSIDE OF NEGATIVE HEX
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21. LEARN MORE ABOUT HUMAN CENTRED DESIGN-THINKING
A Human centred Design approach maximizes customer value.
• Strategy Definition
• Customer Insights , Customer/User Experience strategy
• Target Customer/User & Channels
• Value Propositions, Prioritization & Planning
• Collaboration & Agility: Visioning for Value, Personnas, User Stories/Use cases, Information Architecture, Prototyping,
Testing, Iteration, Production
• Business Process Design & Organisational Structure
• Feedback & Analysis
• Contact Sharon Don @ CommunNovate.net to learn more about Human centred, Design Thinking approaches to Innovation
and Transformation
CommunNovate.net 2013