UX-EFMA: Omni-Channel UX Strategy and Innovation | IT Training & Certification | Info Trek
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UX-EFMA: Omni-Channel UX Strategy and Innovation


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UX-EFMA: Omni-Channel UX Strategy and Innovation


This course will empower you to contribute to your organization’s strategic planning on user-centric strategies and product innovation across channels. You will learn how to lead and direct research for the development of new products, services, and business ideas for a seamless user experience. Maximize your ROI on innovation work with a clear understanding of what it takes to launch successful products in the market.

• The skills and knowledge to bring the UX

• perspective to strategic and innovative projects

• How to gain a thorough understanding of our

• users, which is essential to making informed decisions

• concerning channel integration

• How to understand and take advantage of

• corporate and user ecosystems

• How to bring innovation ideas to fruition

• How to optimize design from the perspective

• of strategy and innovation

• How to add the UX model to business strategy

• How social trends impact design and interaction

• How to innovate following an omni-channel perspective


This course is recommended for professionals who would like to progress in the area of design and development and want to move up to a strategic level of involvement. This includes UX practitioners, marketers, and ethnographers who want to impact product strategy and innovation across channels from the perspective of user experience.


Desire to learn, contribute and grow in the area of user-centric innovation and strategy.


This is a three-day instructor-led course. There will be extensive discussion and interactive work involved.


Participants of this course will be able to:

• Identify and capitalize on opportunities that will

• enable successful penetration of the market

• Analyze the impact of trends and lifestyle changes on users to develop ppropriate positioning and design of new products and services

• Capture rich data that will enable in-depth understanding of the users and their ecosystems

• Synthesize and co-relate data in a systemic way that will inspire innovative ideas to support a seamless user experience across channels

• Correlate design research, market understanding

• and business goals to define new markets, branding

• and channel strategies, product positioning, and new business models

• Translate actionable insights to new product,

• service and business ideas that will have a positive

• impact on the lives of users

• Validate and test new ideas to minimize risks and

• determine criteria that are important for success

Expand All


Module 1 - Breakthroughs Start Here!

• Bigger is better

o An end to myopic user centricity
o The ROI of Big
o Innovative offerings
o This is the language of executives
• Stakeholder envisioning
o How to facilitate a unified vision
o Projecting the future
o Domain, brand, USP, market position, offerings, technology, channels
• Affordance decomposition?
o Problem of breakthrough technology what to do with it!
o An affordance decomposition defined
o How the list helps.

Module 2 - Different Lenses Help

• Megatrends and lifestyle changes

o Introduction to megatrends

o The changing digital world

o Trends in finance

o Trends in healthcare

o Trends in communications

o Lifestyle changes

• Usage and design trends

o New usage models evolve

o Usage trends—using them to understand your users

• Business and product strategies

o Blue ocean

o Long tail

o Disruptive innovation

o N=1, R=G

o Other business models

Module 3 - Spy Work In Progress

• Find your target

o Using segmentation models

o Inspirational v/s representative samples

o Is your target segment homogenous?

• Know your users

o Culture probes

o Wearing an “ethnographer’s” glasses

o The value of user research

o Ethnography inspired methods and tools

o PET design—uncover the inner forces

o Research pitfalls

• Assess your competition

o Constant monitoring of new product offerings

o Branding strategy

o Positioning strategy

o Pricing strategy

o Product bundling

o Positioning

o The unique UX contributions

Module 4 - Getting It In Your Head

• Big insights

o Grounded theory

o How to know a hot insight

o Affinity diagrams to sift the hay stack

• Big methods

o Cloud UX—the next generation of industrial strength UX work

o How to model big ecosystem charts

o DILO analysis

• Big opportunities

o What is an “opportunity” and where does it come from?

o Ecosystem view

o Psychographic view

o Translating user insights to opportunity points

o Documenting an opportunity point

Module 5 - Serious Conversations

• Executive intent

o Understanding organizational strategy

o The 6 types of executive intent

o The UX role in supporting the executive

o When executive intent goes wrong

• Market strategies

o Macro market models

o UX focused strategies—how radical customer centricity wins in the market

o PET opens the market

• Omni-channel strategies

o Channel integration and coordination is old news — but you better get there

o Distinction between multi-channel and omni-channel

o Synergies

o Advanced digital strategies

o PET strategies

Module 6 - Killer Applications and Services

• Ideation

o Tie in to the strategies!

o Using the research

o Be lateral and disruptive

o Be organic and incremental

o The SCAMPER method

o Crowd sourcing

• Evaluation

o What fraction of ideas work out?

o Modeling the concepts to pick the best

o HFI’s Three Circle Review

• Concept validation and testing

o One-on-one interviews

o Focus groups

o Longitudinal studies

o Flexhibition

o “Bizarre Bazaar”

o Quantitative validation

o Taking your seat at the strategy table

To Be Confirm

To Be Confirm

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