Has anybody ever overfilled their soda cup at the fountain? Sometimes there’s a grate under the spigot – but you can’t spill too much, or it overflows onto your shoes. Because it’s not a drain, even though it looks like one! Sometimes people even post a sign next to it, reading: NOT A DRAIN.If people need a drain, why can’t we just make it a drain?
Sometimes users request exactly what they want – maybe it’s something they’ve seen or used somewhere else.And when UX starts to uncover the real needs behind the request, what happens?
Microsoft took a very classical company-centric approach to the Zune. Apple, of course, started with the user. All subsequent decisions fell out of the simple experience strategy, placing that experience before features in priority.
It includes big ideas that later be broken down into smaller initiatives.
Experience Strategy an Overview
Experience Strategy an Overview What is an Experience Strategy? • An approach to defining and planning for a product’s user experience. • A recognized process that’s central to user centered design practice.2
Experience Strategy an Overview What is an Experience Strategy? A clearly deﬁned set of principles based on user needs and desires that guide design and development decisions.3
Experience Strategy an Overview What does an Experience Strategy do? A good experience strategy: • Deals well with rapid changes in technology and the marketplace • Drives team and stakeholder consensus • Conveys clarity and fosters empathy for the user • Helps team to focus on the need, not the solution • Guides all subsequent design decisions • Answers: “Why?”4
Experience Strategy an Overview Why would we need one? Do we really need another document? We already have: • Business and Marketing objectives Identify business needs and how to advance products and brand • Requirements Identify what features and functions to build • Market research Identify opportunities in the marketplace None of these activities are wholly driven by user needs or desires.5
Experience Strategy an Overview What about customer feedback? Sometimes… Yes! Drains are the I want future. a drain!6
Experience Strategy an Overview What about customer feedback? But more often… Why? I want a window!7
Experience Strategy an Overview What about customer feedback?But more often… It sounds more like I want to: you need a • Feel the sunshine chair on the • Smell fresh air porch. • Talk to the neighbors • Watch the cars go by • Feed the birds8
Experience Strategy an Overview What about customer feedback? Customer feedback is critical to our work, of course. But it only identifies problems - and not very well. An experience strategy provides a means to solve those problems.9
Experience Strategy an Overview Why would we need one? Because to customers, the experience is the product.10
Experience Strategy an Overview Why would we need one? The System How Users See It Interface Interface Business Organization Programming/ Data/ Hosting MAGIC Source: Adaptive Path, 200811
Experience Strategy an Overview How about an example? • Product Vision: The center of a Microsoft entertainment ecosystem • Market opportunity: a cheaper iPod • Experience Vision: • Feature-rich Take your music with you anywhere • Revenue streams • Created a new experience, • Features with no basis in user needs not new features (subscriptions, music reorganization, sharing, • Revolutionary TV connectors)12
OK, Iʼm Sold.What’s in an Experience Strategy?
Experience Strategy an Overview The Experience Strategy produces: 1. Experience Vision the experience promise once the product is developed; the “North Star” 2. Experience Goals the user’s desired specific results, which become the “experience principles” 3. Strategies the things we’ll design or do to achieve the user’s experience goals 4. Audience Groups general categories of our users; their needs, desires and culture14
Experience Strategy an Overview How does a UX team create the strategy? 1. Gather requirements and conduct research – with users and project stakeholders (product/project managers, developers, business analysts, etc) 2. Create a presentation and document that defines the product’s experience vision, and shows steps to meet that vision. 3. Present to project stakeholders, get feedback and buyoff.15
Experience Strategy an Overview So when the Experience Strategy is finished… The project has a workable roadmap: instructions on how to proceed with design: • Information design • Interaction and visual design • Conceptual Design • Technical design16
Experience Strategy an Overview What’s not in it? Because the strategy is a roadmap, it doesn’t include: • Site maps, wireframes or visual designs • Content strategy • Personas • Requirements • Project plans or timelines …but it would call for these things.17
Experience Strategy an Overview Sample: Advantage Experience Strategy (handout)18
Experience Strategy an Overview Discussion/ Questions/ Thanks for your time.19