UX Strategy as told by the paintings of Jan Steen

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UX strategy lacks strategy, it is usually just a glorified waterfall process, even agile processes are just incremental waterfall. This presentation tells the current state of UX strategy in pictures while it outlines a real UX Strategy in words.

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  • Engineering masquerading as design. These ignore the importance of 2 aspects: iteration and expert analysis
  • Engineering masquerading as design. These ignore the importance of 2 aspects: iteration and expert analysis
  • Engineering masquerading as design. These ignore the importance of 2 aspects: iteration and expert analysis
  • How does strategy help?
  • How does strategy help?
    1-- client must focus on their core business that this project is supporting that may cause changes to the project: focus on the business NOT the project in and of itself
    2-- i am assuming there is a concept to begin with
  • it is a process diagram without a decision tree or alternative because it is masqueraded engineering, What happens in this world if test or eval fails? it is still released, better luck next time, otherwise known as the ‘we will fix it in the next version’ syndrome
  • 2 types of strategy
    The process is the repeatability problem, yes let’s do that dead fish project again, a glass of wine is like a dead fish except it’s liquid and in a glass.
  • 2 types of strategy
    The process is the repeatability problem, yes let’s do that dead fish project again, a glass of wine is like a dead fish except it’s liquid and in a glass.
  • Your unique selling point and your reason to exist
  • Your unique selling point and your reason to exist
  • So now we’ve added some company strategy to it
    But let’s now zero in another weak link this details design bit
  • So now we’ve added some company strategy to it
    But let’s now zero in another weak link this details design bit
  • How they are going about it will not achieve goals or not achieve them optimally
    Engineering masquerading as design
  • Put your egos aside and deal with it
  • Put your egos aside and deal with it
  • Put your egos aside and deal with it
  • There is no cookie cutter process, the profesional ux person who can read situations make a good diagnoses like a good doctor is essential to any process success.
  • 2 types of strategy they are often confused or worse neglected
  • 2 types of strategy they are often confused or worse neglected
  • 2 types of strategy they are often confused or worse neglected
  • UX Strategy as told by the paintings of Jan Steen

    1. 1. UX Strategy as told by the Paintings of Jan Steen (and friends) Jonathan Arnowitz jonathan.arnowitz@stroomt.com Stroomt Interactions UX Cocktail Hour 20 October 2010
    2. 2. Look! It’s UX strategies!
    3. 3. Look! It’s UX strategies!
    4. 4. Iteration Look! It’s UX strategies! Analysis
    5. 5. Problem 1: Predictable, repeatable UX process Problem: how do you make a ‘Predictable, repeatable process’ out of an open-ended process which relies on expert analysis. There is no one size fits all solution ...but we’ll try
    6. 6. How does strategy help? 3 tests for effectiveness Client stays focused on Design Team business value stays focused on the Concept Predictable, repeatable UX process
    7. 7. Product UX Strategy: the product/service Iteration: 1 Define product/service Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate Detailed Design IA IxD VD TD
    8. 8. Problem 2: Synching two types of UX Strategy 1. Product Strategy 2. Process Strategy
    9. 9. Problem 2: Synching two types of UX Strategy 1. Product Strategy 2. Process Strategy
    10. 10. Jonathan Arnowitz Product UX Strategy: the organization Stroomt Interactions Why do you exist What you produce/ Who you are. provide.
    11. 11. Jonathan Arnowitz Product UX Strategy: the organization Stroomt Interactions Mission Statement Vision Brand Design
    12. 12. Goals Principles
    13. 13. Business Case/Plan
    14. 14. Channels
    15. 15. 2. Product UX Strategy: the product/service Iteration: 2 Company UX Strategy Prioritize Business Plan Define product/service Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate Detailed Design IA IxD VD TD
    16. 16. 2. Product UX Strategy: the product/service Still a problem Company UX Strategy Prioritize Business Plan Define product/service Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate Detailed Design IA IxD VD TD
    17. 17. 3. Iterative nature of design IxD IA TD VD
    18. 18. 3. Iterative nature of design IxD IA TD VD
    19. 19. 3. Iterative nature of design IxD IA TD VD Iterative not engineering!
    20. 20. 2. Product UX Strategy: Iteration 3 Company UX Strategy Prioritize Business Plan Define product/service Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate Detailed Design IA IxD VD TD
    21. 21. 2. Product UX Strategy: Iteration 3 Company UX Strategy Prioritize Business Plan Define product/service Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate IA Detailed Design IxD IA IxD VD TD VD TD
    22. 22. 2. Product UX Strategy: Iteration 4 Company UX Strategy Prioritize BizPlan Define product/service Gather requirements Conceptual Design Iterative Design IA IxD Test/Release (fixed date) TD VD
    23. 23. 2. Product UX Strategy: Iteration 5 Mission Statement Vision Prioritize BizPlan Goals and Principles Define product/service Channels Gather requirements Brand Design Conceptual Design Business Case/Plan Iterative Design IA IxD Test/Release (fixed date) TD VD
    24. 24. But we’re still not there
    25. 25. UX Process Strategy Many times the game is lost before it’s begun
    26. 26. Process UX Strategy To required ends The right inputs The right means
    27. 27. Process UX Strategy Contradictory Iterative Design Requirements Multiple Concepts - Stroomt 5:3:1 Process Quadricentric Design - Gilbert Cockton
    28. 28. Requirements from all stakeholder Technical Team End Users Internal Domain Business Leaders specialists
    29. 29. Jonathan Arnowitz Requirements from internal sources Stroomt Interactions Iterating internally with client
    30. 30. Requirements from experts Heuristic Reviews Expert Reviews
    31. 31. Workshops One on one interviews
    32. 32. Self-reporting tools Surveys Site visits
    33. 33. Reiterated Product UX Strategy, iteration 6 Mission Statement Vision Prioritize BizPlan Goals and Principles Define product/service Channels Gather requirements Users Experts Brand Design Stakeholders Business Case/Plan Conceptual Design Test/Release (fixed date) IA IxD Iterative Design TD VD
    34. 34. Conceptual design - team approach The whole is greater than the sum of its parts
    35. 35. Conceptual design - 5:3:1 5 3 1
    36. 36. Conceptual design - Quadricentric For If Whom? What? Why?
    37. 37. Triangulated Stakeholder Feedback Prototyping participatory design sessions Do other things with other stakeholders
    38. 38. Reiterated Product UX Strategy, iteration 7 Mission Statement Vision Prioritize BizPlan Goals and Principles Define product/service Channels Gather requirements Users Experts Brand Design Stakeholders Team 5:3:1 Quadricentric Business Case/Plan Conceptual Design Test/Release (fixed date) IA IxD Iterative Design TD VD
    39. 39. Still not there, and getting very tired Test/Release (fixed date) Test/Release (fixed date Test/Release (fixed date)
    40. 40. Evaluations based on carefully selected metrics Designs to punish Designs to reward
    41. 41. Evaluations based on carefully selected metrics
    42. 42. Evaluations based on carefully selected metrics Decisions NOT based on taste Taste and Intelligence guides the design Metrics evaluates the design against business goals
    43. 43. Professional analysis
    44. 44. Reiterated Product UX Strategy, iteration 7 Mission Statement Vision Prioritize BizPlan Goals and Principles Define product/service Channels Gather requirements Users Experts Brand Design Stakeholders Team 5:3:1 Quadricentric Business Case/Plan Conceptual Design Test/Release (fixed date) IA IxD Iterative Design TD VD
    45. 45. A Basic UX Strategy Landscape IxD VD Iterative Design IA Mission Statement TD Vision Prioritize BizPlan Goals and Principles Define product/service Channels Gather requirements Brand Design Business Case/Plan Conceptual Design
    46. 46. A Basic UX Strategy Landscape Workshops Brainstorming Competetive analysis Market research The Strategic grid Mission Statement Release workshop Vision Prioritize BizPlan Trends Analysis Workshops Brainstorming Rapid Prototyping Goals and Principles Define product/service Site Visits Competetive Landscape Experts Surveys End User Channels Participatory design Workshops Gather requirements Innovation workshop Brand Design Participatory Stakeholder workshops Prototyping Org ID Workshops Business Case/Plan Conceptual Design Marketing and Business Analysis IxD 5:3:1 IA VD Team Quadricentric Iterative Design Baseline TD Evaluation Release Feedback Experts End User Other Stakeholder workshops
    47. 47. A Basic UX Strategy Template Mission Statement Vision Prioritize BizPlan Goals and Principles Define product/service Experts End User Channels Workshops Gather requirements Brand Design Stakeholder workshops Business Case/Plan Conceptual Design IxD 5:3:1 IA VD Team Quadricentric Iterative Design TD Evaluation End User Other Stakeholder workshops
    48. 48. We made it Client can stay focused on their core business
    49. 49. We made it
    50. 50. We made it The UX Team can stay focused on the concept
    51. 51. We made it The Predictable, Repeatable Outcome
    52. 52. Thanks to: THE PAINTERS Jan Steen Pieter Breugel Hendrick Avercamp Rembrandt van Rijn Johannes Vermeer STROOMT Simone Stroomer Iwan Cuijpers Maarten Woldring Menno van de Laarschot Rene Scheffer Doreen Kapaan Thank you, any questions? Jonathan Arnowitz jonathan.arnowitz@stroomt.com www.stroomt.com

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