UX STRAT USA: Ben Judy, "Mission-Based UX Strategy: One Year Later"

1. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
OBLIGATORY MICHAEL PORTER QUOTE
“The essence of strategy is
choosing what not
to do.”

2. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

3. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
pro tax group
experience design

4. Mission-Based UX Strategy
customer benefits for pro tax preparers
Eliminate
Wasted Time
Make a Difference
to Taxpayers
Grow
My Practice
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

5. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

6. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

7. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

8. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

9. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

10. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

11. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

12. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

13. S t r a t e g y E x e c u t i o n
D
ISCO
VER
facts,insights&
possibilities
D
ESIG
N
solutions
D
EFIN
E
custom
erbenefits
D
ELIVER
products&
services
go
broad
narrow
go
broad
narrow
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

14. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

15. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

16. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

17. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

18. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

19. Pro Tax Vision:
Bring the power of time and money
to accountants and their clients -
so they may prosper
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

20. Pro Tax Vision:
Bring the power of time and money
to accountants and their clients -
so they may prosper
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

21. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

22. H/T:
Erik Flowers & Megan Erin Miller
Practical Service Blueprinting
practicalservicedesign.com
customers in front
business back stage
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

23. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

24. ?
customer-facing
strategy
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
internal change
management
? ?

25. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

26. “Priorities.”
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

27. “I'm staggered whenever a Director-
level or higher executive claims they
have 3, 5, 7, or 27 ‘priorities.’ Because,
at that level, your entire career is
defined by the unbelievably great ideas
that you reject.”
Merlin Mann
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

28. What are the biggest roadblocks you experience when working
across business units or functional groups?
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

29. What are the biggest roadblocks you experience when working
across business units or functional groups?
Conflicting priorities
No shared outcome
Lack of trust
Lack of defined roles
Tension between trade-offs
Undefined success metrics
Lack of work definition
Escalating unresolved decisions
12%
24%
9%
4%
10%
29%
10%
4%
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

30. Better Priorities
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

31. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

32. Pro Tax Vision:
Bring the power of time and money
to accountants and their clients -
so they may prosper
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

33. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

34. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
Why
do UX people
care about
this?

35. PRODUCT
COMPANY
PURPOSE
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

36. PRODUCT
COMPANY
PURPOSE
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
WHY?
WHAT?
HOW?

37. http://www.benjudy.com/definitions-of-ux-strategy
CLOSING THOUGHTS
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

38. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016

39. USA 2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
STRATEGIC
UX THOUGHT
LEADERSHIP
AT ALL
ALTITUDES
THE WORLD
SOCIETY
MARKETS
INDUSTRIES
COMPETITORS
MY ORGANIZATION
MY DESIGN PRACTICE
SERVICE EXPERIENCES
PRODUCT PLATFORMS
PRODUCT
USER INTERFACE
PURPOSE
DESIGN AS A
SOCIETAL CHANGE
AGENT
COMPANY
DESIGN PRACTICE
PRODUCT
DESIGNING
EXPERIENCES
Ha Phan
Running
experiments
at GoPro
Leah Buley
False distinctions
between CX & UX
driven by org
assumptions
Jim Kalbach
Shared Value / social benefit /
“what is a market?”
Beverly May
UX Awards
Matt Wakeman
& Jon Ashley
Omnichannel
decision
frameworks
Ben Judy
Mission-Based UX
Strategy retrospective
Calvin
Robertson
UX org structure &
process at Federal
Reserve KC
Shikha Desai
Design Jams /
hackathons / garage
project methods
Ronnie Battista
UX Strategist =
Rock Star