Experience strategy with UX designer as protagonist

Experience Strategy with UX designer as protagonist

Things to discuss
The status quo of the world today
Being a protagonist
Getting the opportunity
A framework for experience strategy
1. Establish a case for change
3. Set a vision
3. Validate the strategy

The status quo Business as usual

Technology solution Customers and their requirements Business and it’s requirements Design

Technology solution Customers and their requirements Business and it’s requirements Design Is design just for solving problems? Or does it include defining the true opportunity?

Business as usual Business Strategy Product Strategy Implementation Strategy Objective Requirements Make Launch
PROJECT LIFECYCLE

Getting the opportunity
Technology solutions arrive as the result of a well worn process
Experience Design Involvement Objective Requirements Make Launch

Getting the opportunity to change the world Desirability (People) Start here Tim Brown & IDEO www.ideo.com/thinking/approach/ Emotional Rational Viability (Business) Feasibility (Technology)

Being a protagonist Enter Arnold Schwarzenegger

UX designer as a protagonist

Connecting with decision makers Can be skeptical of “design”

Connecting with decision makers They perceive a need

Connecting with decision makers How they perceive “design”

Making design ‘real’ Distribution Sales Conversions Acquisition Costs Efficiency Strategy Differentiation NPS Profit margin Customer Satisfaction Advantage Investment BUSINESS TALK

Risk of failure is your friend Objective Requirements Make Launch $ $$$! Cost of change
PROJECT LIFECYCLE
Experience Strategy

Creating an experience strategy As a protagonist

Creating value around change Test & Iterate Experience Strategy Experience Research Promoting UX YOUR ACTIVITY MOTIVATED Proof OPTIMISTIC ENGAGED Solutions WORRIED REALISATION of need to change Problems & Consequences APATHETIC STAKEHOLDERS’ STATE OF MIND INTERESTED Credibility YOUR GOAL

Establishing the case for change Test & Iterate Experience Strategy Experience Research Promoting UX APATHETIC STAKEHOLDER’S STATE OF MIND YOUR ACTIVITY INTERESTED WORRIED REALISATION of need to change OPTIMISTIC ENGAGED MOTIVATED Proof Solutions Problems & Consequences Credibility YOUR GOAL

Experience research is your shield

Experience research steps
Understand YOU r context
Business brief
Brand understanding
Current state analysis
Empathetic research
Analysis
Communicate findings
Inspiration scan
Competitor analysis
1 2 3
Understand USERS and their context
Find sources of INSPIRATION

Empathetic research Learning what people do , not what they say they do

Analysis Distill meaning out of data

Communicating findings Stories powerfully communicate problems & opportunities

How to create the strategy
Problem
Experience Research Solutions Problems & Consequences
Principle
WHAT HOW
Solution
Users do not have time to watch full length sports games in their break
Snack-like
Provide game highlight videos
Experience Strategy VISION

Setting a vision Test & Iterate Experience Strategy Experience Research Promoting UX APATHETIC STAKEHOLDER’S STATE OF MIND YOUR ACTIVITY INTERESTED WORRIED REALISATION of need to change OPTIMISTIC ENGAGED MOTIVATED Proof Solutions Problems & Consequences Credibility YOUR GOAL

Experience strategy is your sword

Experience Strategy steps
Set a VISION for transforming the experience
Vision (Experience Promise TM )
Experience Principles
Visioning
Scenarios
Visuals
1 2 3
Define WHAT is needed to transform the experience
Show HOW the principles are applied

Vision (Experience Promise™)

WHAT – experience principles Abstract Specific Solution? Solution? Solution? Solution? Principle Principle Principle

HOW – visioning & scenarios

HOW – visuals

Validate the strategy Test & Iterate Experience Strategy Experience Research Promoting UX APATHETIC STAKEHOLDER’S STATE OF MIND YOUR ACTIVITY INTERESTED WORRIED REALISATION of need to change OPTIMISTIC ENGAGED MOTIVATED Proof Solutions Problems & Consequences Credibility YOUR GOAL

Validating the experience strategy
TEST the ideas
ITERATE the solution
Prototype
Concept test
Narrow down choices
Demonstrate requirements

Now we’re ready Further Experience Design Involvement Objective Requirements Make Launch Experience Strategy

Technology Business and it’s requirements Customers Design

Thank you! Twitter: @colfelt http://www.colfelt.com See also: Twitter: DifferentUX http://www.different.com.au Never doubt that a small group of thoughtful committed people can change the world. In fact, it is the only thing that ever has. Margaret Mead (1907-1978) – American anthropologist

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Experience strategy with UX designer as protagonist

by Anthony Colfelt

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