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Developing	
human-
centered	UX	
strategy	
UX	South	Africa,		
Johannesburg	2016			
Source:	benny-brainfunkys.blogspot.com
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Part	1.	Features	aren’t	experiences	
Part	2.	Relationships	
Part	3.	A	framework	for	human-centered	strategy
Part	1.	Features	aren’t	experiences	
Part	2.	Relationships	
Part	3.	A	framework	for	human-centered	strategy
Part	1.	Features	aren’t	experiences	(or	strategy)
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
To	me,	it’s	like	a	return	to	the	1990’s	when	all	our	conversations	
were	about	how	to	build	stuff.
Developing Human Centered UX Strategy
And	we’d	been	making	such	progress	with	asking	why,	and	for	
whom…
Making	features	work	is	a	usability	thing.
Making features work is a usability thing
But	even	then,	how	far	do	we	take	this?
JOINING
INFORMATION
SEEKING
CONTENT
SEEKING
ADVICE
SEEKING
MONITORING TRANSACTING NETWORKING ADVOCATING
PRODUCT
ADDING
FEEDING
BACK
SHARING /
DELEGATING
CHANNEL
MANAGEMENT
RELATIONSHIP
MANAGEMENT
COMMS
MANAGEMENT
ACCOUNT
MANAGEMENT
LEAVING
Organising	features	can	be	powerful	and	effective.
CONSUMER UPTAKE THROUGH THE LIFECYCLE
POWER USER
& ADVOCATE
EXPLORATION
&EXTENDED
USE
TRIAL &
REPEAT
FIRST TIME
USER
ONLINE
PLAN BOOK BEFORE YOU FLY AFTER YOUR TRIP
Voyager
(awards)
Save
itinerary
Specials,
tour and
packages
Create
itinerary
Hotel Car
Book with
miles
Book with
miles
Book
Seat and
meal
Self service
baggage check in
Self service
check in
Review
miles
Respond
to Voyager
specials
Redeem
Miles
Join
Voyager
Unmanaged
business
Manage my booking
(partial)
Manage my booking
(Full)
Online
check in
Voyager
(upgrade )
Voyager
(awards)
Dynamic
packaging
E-ticket
Advocacy
Miles for friends
AT THE AIRPORT
HOME | ABOUT SAA | DIVISIONS > CHANGE LANGUAGE /REGION
<< Back to searchSpecials | Packages | Your Mileage | Book a Flight | Book a Car | Book a Hotel
LOGIN
VOYAGER username *****
Why Voyager?
FAQs | Browser Requirements | Policies and Disclaimer | About Security
BOOK BEFORE YOU FLY AFTER YOUR TRIP BUSINESS TRAVEL
A STAR ALLIANCE MEMBER
PLAN
SPECIALS & TOURS | DESTINATIONS | ROUTES | SCHEDULES | CAR HIRE | ACCOMMODATION
CUSTOMER SERVICES
New to us: Why SAA? First time flyer?
Primary content area
PLAN with Voyager
Your mileage: 53 000
> Book with miles
> where can I go?
> Calculator
> Update your details
PLAN AN ITINERARY
Select a destination:
London
Tours & packages
Care hire
Accommodation
SEARCH
Or
Get ideas based on
your budget
R GO >
Have you thought about…? Join Voyager | Plan an Itinerary | Ideas based on your budget
1.
2.
3.
3. & 4.
1.	First	time	user					2.	Trial	and	repeat	use					3.	Exploration	&	extended	use				4.	Power	user	&	advocate
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
This	is	all	good.	We	are	moving	beyond	features	to	experience.		
We’re	starting	to	look	at:		
• the	spaces	between	features		
• and	the	kinds	of	connections	that	exist	between	features	
• and	the	systems	in	which	they	operate	(those	internal	and	
external	to	the	service	provider)
But	how	do	we	start	to	unpack	what	experience	is?
Developing Human Centered UX Strategy
The human condition
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
The irrational (Alan Greenspan)
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Emotion (Hassenzahl)
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
A	good	place	to	start?		
Become	very	sensitive	to	your	relationship	to	things.
Part	1.	Features	aren’t	experiences	
Part	2.	Relationships	
Part	3.	A	framework	for	human-centered	strategy
DAY-TO-DAY
FRIENDS
WEEKEND
FRIENDS
TWICE-A-YEAR
FRIENDS
BIANNUAL
FRIENDS
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Source:	https://za.pinterest.com/pin/340584790548475120/
Developing Human Centered UX Strategy
Source:	https://za.pinterest.com/pin/340584790548475120;	www.fintellix.com;	blogs.forrester.com
Part	1.	Features	aren’t	experiences	
Part	2.	Relationships	
Part	3.	A	framework	for	human-centered	strategy	
• Human-centered	design	
• Experience	design	
• Strategy	
• The	framework
Part	1.	Features	aren’t	experiences	
Part	2.	Relationships	
Part	3.	A	framework	for	human-centered	strategy	
• Human-centered	design	
• Experience	design	
• Strategy	
• The	framework
IDEO’s model for human-centered design
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Part	1.	Features	aren’t	experiences	
Part	2.	Relationships	
Part	3.	A	framework	for	human-centered	strategy	
• Human-centered	design	
• Experience	design	
• Strategy	
• The	framework
Experience	Design,	amongst	other	issues,	is	concerned	with	the	
design	of	goal-directed	action.		
Unlike	Usability	Design,	which	shares	this	concern	but	aims	to	
support	people’s	use	of	technology,	Experience	Design	focuses	on	
the	degree	and	character	of	the	emotional	engagement	that	users	
feel	during	their	journey	towards	their	goals.
You	can’t	design	experiences!!!
You	can’t	design	experiences!!!	Experiences	are	just...had.
Well,	yes	and	no.	Although	experiences	are	subjective	they	can	still	be	curated.
Developing Human Centered UX Strategy
Marc Hassenzahl’s Hierarchical Model of Goals (WWH Model)
Developing Human Centered UX Strategy
Feeling	like	you	are	the	cause	of	
your	own	actions	rather	than	
feeling	that	external	forces	or	
pressure	are	the	cause	of	your	
action	
Feeling	that	you	are	very	capable	
and	effective	in	your	actions	rather	
than	feeling	incompetent	or	
ineffective
Feeling	that	you	have	regular	
intimate	contact	with	people	who	
care	about	you	rather	than	feeling	
lonely	and	uncared	for	
Feeling	that	you	are	developing	
your	best	potentials	and	making	
life	meaningful	rather	than	feeling	
stagnant	and	that	life	does	not	
have	much	meaning
Part	1.	Features	aren’t	experiences	
Part	2.	Relationships	
Part	3.	A	framework	for	human-centered	strategy	
• Human-centered	design	
• Experience	design	
• Strategy	
• The	framework
Strategy	is	‘…a	high	level	plan	to	achieve	one	or	more	goals	under	
conditions	of	uncertainty’
These	conditions	of	uncertainty	can	range	from,	by	way	of	example,	
contextual	factors	such	as	technology,	society,	environment,	
politics,	economics	and	culture,	to	market	factors	(such	as	the	
competitor	landscape),	to	the	internal	dynamics	of	organizations,	
etc.
A	further	characteristic	of	strategy	is	that	it	operates	over	a	long-
term	and	thus	sustainability	is	a	key	factor	in	the	assessment	of	
strategy	for	its	effectiveness	in	execution.
It	could	therefor	be	argued	that	the	skill	in	strategy	development	is	
the	creation	of	a	plan	that	is	sustainable	under	conditions	of	
uncertainty.
Developing Human Centered UX Strategy
Richard	Rumelt	provides	what	he	refers	to	as	the	‘kernel’	of	strategy,	a	
generic	‘underlying	structure’	to	any	good	strategy.	The	kernel	is	described	
as	follows:	
1. A	diagnosis	that	defines	or	explains	the	nature	of	the	challenge;		
2. A	guiding	policy	for	dealing	with	the	challenge;	and		
3. Coherent	actions	designed	to	carry	out	the	guiding	policy.
Strategy	development,	in	the	absence	of	a	human-centric	approach,	does	
not	however	always	place	the	same	emphasis	on	the	user	or	customer	as	
HCD.		
Where,	for	example,	business	strategy’s	objective	is	the	sustainability	of	
the	business,	human-centered	design	strategy’s	objective	lies	in	
improving	the	human	condition.
The	two	are	not	however	mutually	exclusive.		
In	fact,	it	is	the	merging	of	these	concerns	that	has	resulted	in	design’s	
contemporary	positioning	as	a	tool	for	organizational	and	business	
development.
Part	1.	Features	aren’t	experiences	
Part	2.	Relationships	
Part	3.	A	framework	for	human-centered	strategy	
• Human-centered	design	
• Experience	design	
• Strategy	
• The	framework
Value-in-use	and	the	co-creation	of	value		
(concepts	from	the	Service	Dominant		
Logic	of	Marketing)
1. The	conceptualization	of	value-in-use	requires	a	deep	
understanding	of	the	user	/	customer,	their	context	of	use	and	
the	broader	factors	at	play	in	the	lives	of	people	(such	as	
society,	politics,	the	marketplace,	economics,	culture,	etc.)	
2. By	virtue	of	the	co-creation	of	value	the	customer	and	business	
are	always	in	some	kind	of	relationship	and	
3. It	is	a	design	activity	to	ensure	that	the	nail	delivers	on	the	
promise	of	the	business	to	answer	the	need	of	beautifying	my	
home.
Implicit	in	the	points	just	made	is	the	idea	that	relationship	models,	
when	appropriately	applied,	can	assist	in	conceptualizing	and	
communicating	the	strategic	pivot	between	understanding	what	
users	and	customers	need	(in	context)	and	designing	the	solution.
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Relationship	models	embody	the	guiding	policy	and	orientate	the	
coherent	actions	required	from	strategy	in	a	human-centered	
manner.
Relationship	models	ensure	that	psychological	motivations	become	
the	design	solutions’	reason	for	being	and	they	orientate	
experience	as	strategy.
Thank	you.		
contactus@firma-design.com	
www.firma-design.com	
@firma_JHB
Unless	otherwise	stated	images,	including	photographs,	have	been	created	by	Firma	or	sourced	from	the	Web.		
Should	an	image	have	been	used	without	appropriate	acknowledgement	please	be	in	touch	with	us	and	we	will	immediately	make	amends.

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