Creating a UX vision & roadmap and
Setting up a VoC program
What
The design team had no clear UX vision and roadmap to align their efforts towards the same goal. Next to that they had CX measurement program in place to understand what to improve.
Responsibility
As interim design lead of a team of 6 designers, I first set up a stream to define the UX vision and create a corresponding UX roadmap. Afterwards I lead a team of 4 people to set up a VoC program to understand how we are doing and how we can improve.
Result
A widely shared and understood UX vision, a still used UX roadmap to keep improving and CX measuring program that generated an extra €150k revenue in the first year.
Roles
deliverable
Methods
Project manager
UX vision
VoC program
UX roadmap
Design lead
Ideation
Market research
UX maturity assessment
Workshop facilitation
Voice of the Customer
Challenge & approach
The design team was in a good shape when I joined but lacked a clear vision and roadmap to align their efforts. Next to that, there was no CX measurement in place to understand on a granular level what could be improved.
To tackle this I set up a stream to do initial research, define a vision & roadmap, detail them out and share them within the organisation.
Afterwards I set op a MVP for a Voice of the Customer program to start tracking customer experiences and receiving feedback to understand how to keep improving.
Affinity diagramming during the UX vision workshop
Defining a ux vision
As preparation the team helped in doing initial market research, I set up a maturity scan survey and we invited the program lead to share about the internal business plans for the whole program.
With this info, I set up a workshop discuss all this and define what topics we wanted to focus on and include in our vision.
Afterwards we processed the input and defined and refined the UX vision. This vision was shared with the other product teams and program leads to get their input.
UX maturity results example
Visualisation of the UX vision
Visualisation of the UX vision
Defining & Managing the UX roadmap
Per theme in the vision, we detailed out what the experience should be and what the business value was to prioritise the next steps.
After some follow up workshops, we assigned topics and tasks to each person to work out and add to their actions for the next 3 months.
We later added the topics to our project management tool Jira, to weekly keep track of the progress and to support where necessary.
Prototype overview used during user interviews to stick post-its next to.
Measuring our improvements
With the vision and focus areas clear, I set up a VoC program with a small team to start measuring continuous customer metrics and feedback. We set up several feedback touchpoints in the key flow to measure the Customer Satisfaction & Effort scores (CSAT & CES).
In collaboration with the local operating country, we set up closed loop processes to analyse and action feedback we received. After only running it for 3 months we already found issues that would generate about €150k of extra revenue the first year when fixed. It also showed what areas we could improve thus making our future efforts more effective.
Example of a feedback touchpoint
Snapshot of one of the role based dashboards