Experience Strategy  with UX designer as protagonist
Things to discuss <ul><li>The status quo of the world today </li></ul><ul><li>Being a protagonist </li></ul><ul><li>Gettin...
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 prob...
Business as usual Business Strategy Product Strategy Implementation Strategy Objective Requirements Make Launch <ul><ul><l...
Getting the opportunity <ul><li>Technology solutions arrive as the result of a well worn process </li></ul>Experience Desi...
Getting the opportunity to change the world Desirability (People) Start here Tim Brown & IDEO  www.ideo.com/thinking/appro...
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 margi...
Risk of failure is your friend Objective Requirements Make Launch $ $$$! Cost of change <ul><ul><li>PROJECT LIFECYCLE </li...
Creating an experience strategy As a protagonist
Creating value around change Test & Iterate Experience Strategy Experience  Research Promoting UX YOUR ACTIVITY MOTIVATED ...
Establishing the case for change Test & Iterate Experience Strategy Experience  Research Promoting UX APATHETIC STAKEHOLDE...
Experience research is your shield
Experience research steps <ul><ul><li>Understand  YOU r  context </li></ul></ul><ul><li>Business brief </li></ul><ul><li>B...
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 <ul><li>Problem </li></ul>Experience  Research Solutions Problems & Consequences <ul><li>Princi...
Setting a vision Test & Iterate Experience Strategy Experience  Research Promoting UX APATHETIC STAKEHOLDER’S STATE OF MIN...
Experience strategy is your sword
Experience Strategy steps <ul><ul><li>Set a  VISION   for transforming the experience </li></ul></ul><ul><li>Vision  (Expe...
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 O...
Validating the experience strategy <ul><ul><li>TEST   the ideas </li></ul></ul><ul><ul><li>ITERATE  the solution </li></ul...
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...
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Experience strategy with UX designer as protagonist

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From www.johnnyholland.org "Colfelt gave a number of memorable metaphors for UX design in his presentation, backed up with his work at UX consultancy Different. Beginning with the solar system of UX (currently tech is the sun, circled by the business, which is circled by customer experience), he suggested that to counter this and allow user experience happen earlier in the project management process, UX designers should be like the ultimate protagonist – Arnold Schwartzenegger.
His key takeaways were that experience research should be like a shield (no holes, scientifically implemented) as it could then be used to avoid costly mistakes downstream."

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  • Why did I want to talk about this? I believe that better design can improve the world we live in. I think we can do that through becoming protagonists in product and service development I wanted to share 3 Critical success factors I’ve learned so far in my career as an experience designer - Getting in at the right time (early, before requirements are set) Communicating simply and evangelising what we do is really important to do that Giving structure to the design process helps to simplify, communicate, teach and evangelise experience design Today I want to share some thoughts around those three things.
  • We all want to be understood. We all want to influence people
  • Tech drives business process Business process defines Customer Experience Design as an afterthought Does anybody feel like they’re a comet? Does anybody
  • Tech drives business process Business process defines Customer Experience Design as an afterthought Does anybody feel like they’re a comet? Does anybody
  • Bus-Strategy - A large Sports Cable Channel and Broadcaster (ESPN) wants to move from subscription services to advertising Prod-Strategy - Through their internet Video service, advertising can be delivered Implementation strategy Where will the advertisements be?
  • Technology arrives as the result of a process
  • “ Design Thinking” turns everything on it’s head… Desirability drives design, business and development processes - Emotional before rational (NOT that UX isn’t rational…) Holistic – does not look at problems in isolation, but rather in context How do we strategise “Desirable”… ?
  • ARNIE “Nice to meet you” Top 2 nd Left Evangelist… Arnold Shwartzenegger never plays a cameo or a minor part. He’s a leading figure…
  • Understand the sponsor’s mindset
  • Understand the sponsor’s mindset
  • Understand the sponsor’s mindset
  • ARNIE “MOST IMPORTANT” Far Right Middle Make design “REAL” to business stakeholders*** Keep it simple… no jargon Help them to talk in terms they can sell to their business *** RISK… They are incented on making money. We need to explain how we can help them to do that.
  • Create value around experience research
  • Model for This approach is designed to take stakeholders on a journey to initiate them into UX gradually
  • Before change will be adopted, it has to seem valuable.
  • Your shield against subjectivity
  • Understanding the problems and opportunities Example… Sources of inspiration - ways to look at the problem differently Research alone tends to be reductionist
  • Arnie “Get 2 know u” Middle leftish Gathering data Understanding context Important to differentiate the difference between this and market research.
  • ARNIE: “what does this mean” top right The most important thing about analysis: Revealing MEANING
  • Characters and plot = personas and experience Stories powerfully communicate problems and opportunities Breakpoints Highs &amp; Lows Cross-Channel at various times Structrure of the experience… meandering, structured.
  • Before change will be adopted, it has to seem valuable.
  • Your sword to cut through mediocre customer experiences
  • Sythesis of -- Business strategy - Brand - RESEARCH BASED user Research insight Defines what the experience should ‘Be’ Touchstone that can ground stakeholders in the user experience (fog of war). Explain the content…
  • Principles allow multiple solutions based on each principle Pace of change – ExP doesn’t change much Principles more Solutions most frequent
  • Using stories again to explain how the current state service journey is transformed Connection between WHAT and HOW Visions should be DESIRABLE and HOLISTIC
  • Before change will be adopted, it has to seem valuable.
  • Concept testing – testing the high-level idea before testing the solution… E.G Test the idea of sports overlay advertising rather
  • Technology arrives as the result of a process
  • Tech drives business process Business process defines Customer Experience Design as an afterthought Does anybody feel like they’re a comet? Does anybody
  • Experience strategy with UX designer as protagonist

    1. 1. Experience Strategy with UX designer as protagonist
    2. 2. Things to discuss <ul><li>The status quo of the world today </li></ul><ul><li>Being a protagonist </li></ul><ul><li>Getting the opportunity </li></ul><ul><li>A framework for experience strategy </li></ul><ul><ul><li>1. Establish a case for change </li></ul></ul><ul><ul><li>3. Set a vision </li></ul></ul><ul><ul><li>3. Validate the strategy </li></ul></ul>
    3. 3. The status quo Business as usual
    4. 4. Technology solution Customers and their requirements Business and it’s requirements Design
    5. 5. 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?
    6. 6. Business as usual Business Strategy Product Strategy Implementation Strategy Objective Requirements Make Launch <ul><ul><li>PROJECT LIFECYCLE </li></ul></ul>
    7. 7. Getting the opportunity <ul><li>Technology solutions arrive as the result of a well worn process </li></ul>Experience Design Involvement Objective Requirements Make Launch
    8. 8. 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)
    9. 9. Being a protagonist Enter Arnold Schwarzenegger
    10. 10. UX designer as a protagonist
    11. 11. Connecting with decision makers Can be skeptical of “design”
    12. 12. Connecting with decision makers They perceive a need
    13. 13. Connecting with decision makers How they perceive “design”
    14. 14. Making design ‘real’ Distribution Sales Conversions Acquisition Costs Efficiency Strategy Differentiation NPS Profit margin Customer Satisfaction Advantage Investment BUSINESS TALK
    15. 15. Risk of failure is your friend Objective Requirements Make Launch $ $$$! Cost of change <ul><ul><li>PROJECT LIFECYCLE </li></ul></ul>Experience Strategy
    16. 16. Creating an experience strategy As a protagonist
    17. 17. 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
    18. 18. 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
    19. 19. Experience research is your shield
    20. 20. Experience research steps <ul><ul><li>Understand YOU r context </li></ul></ul><ul><li>Business brief </li></ul><ul><li>Brand understanding </li></ul><ul><li>Current state analysis </li></ul><ul><li>Empathetic research </li></ul><ul><li>Analysis </li></ul><ul><li>Communicate findings </li></ul><ul><li>Inspiration scan </li></ul><ul><li>Competitor analysis </li></ul>1 2 3 <ul><ul><li>Understand USERS and their context </li></ul></ul><ul><ul><li>Find sources of INSPIRATION </li></ul></ul>
    21. 21. Empathetic research Learning what people do , not what they say they do
    22. 22. Analysis Distill meaning out of data
    23. 23. Communicating findings Stories powerfully communicate problems & opportunities
    24. 24. How to create the strategy <ul><li>Problem </li></ul>Experience Research Solutions Problems & Consequences <ul><li>Principle </li></ul>WHAT HOW <ul><li>Solution </li></ul><ul><li>Users do not have time to watch full length sports games in their break </li></ul><ul><li>Snack-like </li></ul><ul><li>Provide game highlight videos </li></ul>Experience Strategy VISION
    25. 25. 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
    26. 26. Experience strategy is your sword
    27. 27. Experience Strategy steps <ul><ul><li>Set a VISION for transforming the experience </li></ul></ul><ul><li>Vision (Experience Promise TM ) </li></ul><ul><li>Experience Principles </li></ul><ul><li>Visioning </li></ul><ul><li>Scenarios </li></ul><ul><li>Visuals </li></ul>1 2 3 <ul><ul><li>Define WHAT is needed to transform the experience </li></ul></ul><ul><ul><li>Show HOW the principles are applied </li></ul></ul>
    28. 28. Vision (Experience Promise™)
    29. 29. WHAT – experience principles Abstract Specific Solution? Solution? Solution? Solution? Principle Principle Principle
    30. 30. HOW – visioning & scenarios
    31. 31. HOW – visuals
    32. 32. 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
    33. 33. Validating the experience strategy <ul><ul><li>TEST the ideas </li></ul></ul><ul><ul><li>ITERATE the solution </li></ul></ul><ul><li>Prototype </li></ul><ul><li>Concept test </li></ul><ul><li>Narrow down choices </li></ul><ul><li>Demonstrate requirements </li></ul>
    34. 34. Now we’re ready Further Experience Design Involvement Objective Requirements Make Launch Experience Strategy
    35. 35. Technology Business and it’s requirements Customers Design
    36. 36. 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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