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Strategic UX - UX Cambridge Nov 2011
- 1. Strategic User Experience Leisa Reichelt (@leisa) UX Cambridge, 2011
- 2. is User Experience your passion?
- 3. to create an environment where good user experience can exist
- 4. If you want to be a brand, you have to work from the inside out A great logo isn’t going to make a shitty product any less shitty, any more than a hard worker is going to make a bad boss a compelling leader.’ Christopher Simmons - http://www.aiga.org/content.cfm/what-design-cant-do
- 5. we need time
- 7. we contact with our customers
- 8. With respect to the definition of business purpose and business mission, there is only one such focus, one starting point. It is the customer. The customer defines the business. - Peter Drucker, Management: Tasks, Responsibilities, Practice
- 9. What the customer thinks he or she is buying, what he or she considers value is decisive – it determines what a business is, what it produces, and whether it will prosper. And what the customer buys and considers value is never a product. It is always a utility – that is, what a product or service does for him or her. And what is value for the customer is anything but obvious. - Peter Drucker, Management: Tasks, Responsibilities, Practice
- 10. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s customer experience the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 11. a framework or methodology cannot replace vision (and the guts to back it)
- 12. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition customer experience what’s target audience the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 14. our brand is the only ____________ that _____________ Zag: The #1 Strategy of High Performance Brands Marty Neumeier
- 15. ‘make mantra’ - Guy Kawasaki Authentic Athletic Performance - Nike Fun Family Entertainment - Disney Rewarding Everyday Moments - Starbucks
- 16. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 17. Harry Beckwith- Selling the Invisible why are companies terrified of a clear value proposition look up the positioning quote from selling the invisible and put it here - the bit about saying what you are is saying what you’re not. - Harry Beckwith, Selling the Invisible
- 18. ‘How can you deliver a unique value to meet an important set of needs for an important set of customers’ - Michael Porter, Business Strategy Guru
- 19. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 20. An experience strategy is that collection of activities that an organization chooses to undertake to deliver a series of (positive, exceptional) interactions which, when taken together, constitute an (product or service) offering that is superior in some meaningful, hard-to- replicate way; that is unique, distinct & distinguishable from that available from a competitor. - Steve Baty http://johnnyholland.org/2009/06/04/what-is-an-experience-strategy/
- 21. ‘you press the button, we do the rest’ via Peter Merholz
- 22. ‘a star to sail your ship by’ - Jesse James Garrett
- 25. key programs: Voice of the Customer Single View of the Customer
- 26. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 27. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 29. “user scented” or user centred
- 37. Indi Young, Mental Models
- 40. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 41. personas
- 42. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 44. get the information into the world - Don Norman, Living with Complexity
- 45. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: how do KPIs & Metrics we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 47. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: how do KPIs & Metrics we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 48. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: how do KPIs & Metrics we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 49. strategic collaborative wireframe outline
- 50. how to wireframe strategically define audience generate synthesis & evaluate & make a sketch the & purpose of ideas explore ideas prioritise ideas decision wireframe interface
- 52. UX as Facilitator “one who contributes structure and process to interactions so groups are able to function effectively and make high-quality decisions. A helper and enabler whose goal is to support others to achieve exceptional performance” Facilitation at a Glance: Ingrid Bens
- 53. no, but...
- 54. ‘it’s simple, but it’s not easy’
- 55. ‘a great way to get fired’
- 56. thank you & good luck! disambiguity.com leisa.reichelt@gmail.com @leisa