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James kalbach alignment diagrams euro ia 2010 Presentation Transcript

  • 1. Alignment DiagramsStrategic UX Deliverables
  • 2. James Kalbach
    User Experience Consultant LexisNexis
    LIS Degree Rutgers University
  • 3. USERS
    (damn it!)
    T
    E
    C
    H
    N
    O
    L
    O
    G
    Y
    (gotta have it)
    C
    O
    N
    T
    E
    N
    T
    (it‘s king)
    Value
    BUSINESS
    (stupid!)
  • 4. Here‘s Jess
    “Value-centered design starts a story about an ideal interaction between an individual and an organization and the benefits each realizes from that interaction.”
    Jess McMullin, “Searching For The Center of Design,“ Boxes and Arrows
  • 5. Alignment Diagrams
  • 6. Service Blueprints
    Customer
    Touchpoints
    Business
  • 7. Customer Journey Map
    Customer
    Touchpoints
    Business
  • 8. Workflows
    Customer
    Touchpoints
    Business
  • 9. Mental Models
    Customer
    Touchpoints
    Business
  • 10. A mental model helps you visualize how your business strategy looks compared to the existing user experience.
  • 11. Behaviour Matrix
    Customer
    Business
    Touchpoints
  • 12. Isometric Maps
    Paul Kahn, “Information Architecture for the Web: Applied IA“ http://www.slideshare.net/pauldavidkahn/04-appled-ia
  • 13. Spatial
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. Customer
    Business
  • 20. Summary
  • 21. Launch,
    Sales
    Business
    Strategy
    Implementation
    Design
  • 22.
  • 23. BENEFITS
    Common Understanding
    Show Big Picture
    Create Value
    Continuity in Vision
    Enterprise Information Architecture
  • 24. ARGUMENTS
    Business Complexity
    Cross-channel Experiences
    Differentiation
    Innovation
    Growth
    http://www.flickr.com/photos/24443965@N08/2585609947/
  • 25. The root of most service problems is, in fact, lack of systematic design and control. The use of a blueprint can help a service developer not only to identify problems ahead of time but also to see the potential for new market opportunities.
    G. Lynn Shostack,
    “Design Services that Deliver”
    Harvard Business Review (1984)
    http://www.flickr.com/photos/24443965@N08/2585609947/
  • 26. If we‘re talking about a “service-driven,“ “customer-focused“ organization, we‘ve got to design the operation to work that way. … It must involve the way we conceive of the total product.
    1992
    = Customer Value Package
  • 27. …work backwards from the needs…
    What The Customer Wants You To Know (2007)
    Ram Charan
  • 28. Align (Customers + Business) = Value
    Create explicit, visual representations:
    Service Blueprints
    Customer Journey Maps
    Workflows
    Mental Models
    Behaviour Matrix
    Isometric Diagrams
    Inform Business Strategy
  • 29. SKILLS
    User Research
    Analyze Abstract Concepts
    Organize Information
    Visual Representations
    Communicate Across Teams
  • 30. MORE INFO
    Google: “Customer Journey Mapping Resources on Web”
    experiencinginformation.wordpress.com/2010/05/10/customer-journey-mapping-resources-on-the-web/ Read:
    Mental Models (Indi Young)
    Harvard Business Review
    Ram Charan
    Talk To Me
    Try Diagramming
    http://www.flickr.com/photos/24443965@N08/2585609947/
  • 31. Thank You
    James.Kalbach@Gmail.com
    www.experiencinginformation.com
    http://www.flickr.com/photos/24443965@N08/2585609947/