The MX Outlook — MX Conference 2012

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2012 already looks like a promising ––yet rowdy––year for UX leadership. With greater awareness of UX comes greater expectations. Brandon’s MX Outlook frames the work and the opportunities in our near future.

See the video here: http://vimeo.com/44074477

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The MX Outlook — MX Conference 2012

  1. 1. — “A Magazine Is an iPad That Does Not Work” from UserExperienceWorks
  2. 2. At a train station in Seoul, South Korea
  3. 3. value It makes money
  4. 4. “How might we increase our sales volume without adding more stores?”
  5. 5. value It makes new money systems Integrated and scalable
  6. 6. value It makes new money systems Integrated and scalable people It’s useful + it just works
  7. 7. value It makes new money systems Integrated and scalable people It’s useful + it just works journeys A few sensible touchpoints
  8. 8. value It makes new money systems Integrated and scalable people It’s useful + it just works journeys A few sensible touchpoints proposition Low risk, big learning
  9. 9. value It makes money systems Integrated and scalable people It’s useful + it just works journeys A few sensible touchpoints proposition Low risk, big learning
  10. 10. The MX Outlook 2012 Brandon Schauer @brandonschauer
  11. 11. IN OUR HEARTS <3
  12. 12. 362 firms 95% say they are “customer focused” 80% say they deliver a “superior experience” How many of these firms’ customers agree that they deliver a superior experience? 8% from “Closing the Delivery Gap” by Bain & Company
  13. 13. — photo by bcmacsac1
  14. 14. Experience Interactions Touchpoints Processes Systems Inside-out
  15. 15. Experience Interactions Touchpoints Processes Systems Outside-in
  16. 16. IN OUR BRAINS
  17. 17. value EXISTING CAPABILITIES NEW CAPABILITIES EXISTING CUSTOMERS Optimization New Service Development NEW CUSTOMERS New Market Development Diversification — riff off of the Ansoff Matrix, circa 1957
  18. 18. value EXISTING CAPABILITIES NEW CAPABILITIES EXISTING CUSTOMERS Optimization New Service Development NEW CUSTOMERS New Market Development Diversification — riff off of the Ansoff Matrix, circa 1957
  19. 19. value Where a dollar/won of sales goes RETAIL STORE SALES 89¢ for product VIRTUAL STORE SALES labor marketing overhead 89¢ for product labor marketing overhead location location profit profit
  20. 20. value Where a dollar/won of sales goes RETAIL STORE SALES 89¢ for product VIRTUAL STORE SALES labor marketing overhead 89¢ for product labor marketing overhead location 3% location profit profit PROFIT MARGIN 7% PROFIT MARGIN
  21. 21. value Where a dollar/won of sales goes UX managers can and should be RETAIL STORE SALES tapping new sources of revenue by VIRTUAL STORE SALES labor labor changing the economics. 89¢ for product marketing overhead 89¢ for product marketing overhead location 3% location profit profit PROFIT MARGIN 7% PROFIT MARGIN
  22. 22. value The value virtual stores add RETAIL STORE VIRTUAL STORE 100 Stores 25 Stores 500 Customers/store $150 Average $/customer 200 Customers/store $75 Average $/customer $225,000 $26,250 10% DAILY GROSS REVENUE DAILY GROSS REVENUE ADDITION
  23. 23. value The value virtual stores add RETAIL STORE VIRTUAL STORE $225,000 $26,250 DAILY GROSS REVENUE DAILY GROSS REVENUE $2,250 $1,050 PER EACH ADDITIONAL STORE PER EACH ADDITIONAL STORE
  24. 24. THIS ISN’T A CINDERELLA STORY
  25. 25. value Government doing it
  26. 26. value Government doing it
  27. 27. value Government doing it
  28. 28. value Government doing it
  29. 29. value Government doing it
  30. 30. value Government doing it
  31. 31. value Government doing it
  32. 32. value Mature businesses doing it bit.ly/mxsnaptax MX
  33. 33. value — Where should you be spending your time, your team’s time, your budget? EXISTING CAPABILITIES NEW CAPABILITIES EXISTING CUSTOMERS Optimization New Service Development NEW CUSTOMERS New Market Development Diversification
  34. 34. the point DON’T CONFUSE BEING PASSIONATE WITH BEING RIGHT
  35. 35. HAVE IMPACT
  36. 36. The MX Outlook 2012 Brandon Schauer @brandonschauer
  37. 37. Thanks!

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