Strategy Patois [UX London, April 2011]
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Strategy Patois [UX London, April 2011]

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The language of design and the language of business don’t often connect, yet each has their own important role in the success of the organization. In this presentation you'll see how to better ...

The language of design and the language of business don’t often connect, yet each has their own important role in the success of the organization. In this presentation you'll see how to better ensure alignment with the overall goals of the enterprise.

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Strategy Patois [UX London, April 2011] Strategy Patois [UX London, April 2011] Presentation Transcript

  • Strategy PatoisLanguage & tools to connectdesign and business value UX London 2011 #uxlondon #strategypatois Kate Rutter, Experience Designer kate@adaptivepath.com @katerutter
  • Hi, I’m Kate. I’m a designer and strategist. Designing delightful experiences makes me tick. Making things visual and visible makes my heart sing. Over the past few years I’ve been highly motivated to get better at connecting design with business success.Adaptive PathAdaptive Path is a User Experience strategy and design consultancy.Our mission is to help companies make products and services thatdeliver great experiences that improve people’s lives. Strategy Patois | UX London 2011 | April 2011 | 2
  • e journey
  • the end result   blah blah blahwhat we what he blah blah blah blah blah blah blah blah blah blah said! expected blah blah blah blah blah blahblah blah blah blah blah blah Strategy Patois | UX London 2011 | April 2011 | 4
  • is was meon the outside. Strategy Patois | UX London 2011 | April 2011 | 5
  • (is was meon the inside.) Strategy Patois | UX London 2011 | April 2011 | 6
  • blah blah blah blah blah blahwhat we what he blah blah blah blah blah blah blah expected blah blah blah blah said! blah blahblah blah blah blah blah blahWe literally didn’t have the right words. Strategy Patois | UX London 2011 | April 2011 | 7
  • We had different languages~ words~ delivery style~ perception of key points } Trying to answer the same questions e meeting was frustrating. e credibility of the design team suffered. We knew we had to do better. Strategy Patois | UX London 2011 | April 2011 | 8
  • 3 Learnings from the journey1 } Align the dialects2 } Show the strategy3 } Don’t bury the lead Strategy Patois | UX London 2011 | April 2011 | 9
  • 3 Learnings from the journey1 } Align the dialects Understand & heal the language difference2 } Show the strategy3 } Don’t bury the lead Strategy Patois | UX London 2011 | April 2011 | 10
  • 1 } align the dialects   Patois: A regional dialect, especially one without a literary tradition. Nonstandard speech.http://www.wordnik.com/words/patois! Strategy Patois | UX London 2011 | April 2011 | 11
  • 1 } align the dialects   Strategy Patois: A business dialect comprised of specialized and often quantitative terms, optimized to communicate the nancial performance of a company. Strategy Patois | UX London 2011 | April 2011 | 12
  • 1 } align the dialects   buzzword: A word or phrase connected with a specialized eld or group that usually sounds important or technical and is used primarily to impress laypersons.http://www.wordnik.com/words/buzzword! Strategy Patois | UX London 2011 | April 2011 | 13
  • 1 } align the dialects  “! I think when people make up words, they are trying to be more expressive, not less. “! ~ Erin McKean, American Lexicographer CEO of Wordnik and former Principal Editor of e New Oxford American Dictionary, second editionhttp://en.wikipedia.org/wiki/Erin_McKean! Strategy Patois | UX London 2011 | April 2011 | 14
  • revenue modelshareholder value return on investment market segmentation competitive analysisbottom-line impact value proposition benchmarking cost leadershiptotal quality management cost-benefit analysis business innovation design thinking cost management Strategy Patois | UX London 2011 | April 2011 | 15
  • user experience! experience strategy! key user flows! look & feel!human-centered design! touchpoints! design thinking! user engagement!usability! interactions! empathy experiences!participatory design! qualitative research! user journey! Strategy Patois | UX London 2011 | April 2011 | 16
  • 1 } align the dialects   specialized business term! ple sim g! me aninspecialized design approach! Strategy Patois | UX London 2011 | April 2011 | 17
  • 1 } align the dialects   Translate the terms } A glossary of simple meanings Strategy Patois | UX London 2011 | April 2011 | 18
  • 1 } align the dialects  Strategy Patois } e Biz this... means this...Value proposition Why people buy our stuff.Revenue model How we make money.Bottom-line impact Will this help our overall pro ts?ROI When is this going to pay off and by how much?This initiative has a high ROI is product has the chance to pay =!and a compelling valueproposition. Based on our off big, and there are clear reasonscurrent revenue model, this why people will buy it. is shouldshould have a positive bottom- make us money this year.line impact this fiscal year. Strategy Patois | UX London 2011 | April 2011 | 19
  • 1 } align the dialects   Translate the terms } A glossary of simple meaningsProduct Management means this... Market segmentation Who are our customers and why? Competitive analysis What is everybody else doing? Cost/bene t analysis Will we be better off if we do this?Product Design means this... User-centered design Making sure a person using our product is successful Key user ows e steps a person takes when using our stuff Empathy experiences Watching how people use our stuff and using this knowledge to make our products better Strategy Patois | UX London 2011 | April 2011 | 20
  • 1 } align the dialects   what we can do Listen and ask for de nition ~ listen for patois terms ~ ask for & offer clari cation ~ identify the simple meaning } Trying to answer the same questions Address specialized business terms with design solutions that align with business performance. Strategy Patois | UX London 2011 | April 2011 | 21
  • 3 Learnings from the journey1 } Align the dialects2 } Show the strategy Use strategy tools to connect design work with business impact3 } Don’t bury the lead Strategy Patois | UX London 2011 | April 2011 | 22
  • 2 } show the strategy   trat egy!s business design technology users engin eering! Strategy Patois | UX London 2011 | April 2011 | 23
  • 2 } show the strategy   Signs you need a strategy... What’s the is redesign will expected ROI on this design? x everything. We need to create a product/service platform or multi-channel experience. NOW. Everyone agrees Everyone agrees on what the something has to be design must accomplish, done about the design, but everyone has a different but no one is sure what. idea of how. Strategy Patois | UX London 2011 | April 2011 | 24
  • 2 } show the strategy   What is a design strategy? A plan of action to produce commercially successful offerings that re ect the constraints of business, technology and user needs. } 1. Where can design be most effective? What questions 2. What kind of experiences do potential does an effective features deliver? strategy answer? 3. How will success be valued and measured? 4. How will the product evolve in the future? Strategy Patois | UX London 2011 | April 2011 | 25
  • 2 } show the strategy   Where can design be most effective? What kind of experiences } Ishikawa diagram Prioritization chart do potential features deliver? How will success be valued and measured? How will the product evolve in the future? Strategy Patois | UX London 2011 | April 2011 | 26
  • 2 } show the strategy   Ishikawa diagram : A diagram of a problem broken down into its principal root causes Stock photo failure! Can’t  complete   Can’t  get   image  details   property   release   Unsure  how   TUTORIAL Date  image  taken   is  unknown   Owner  unwilling   Owner  unknown   Country  unknown   Too  much  effort   Photos  are  selected  which   are  impossible  for  editors   Form too hard to  process   USABILITY to complete Can’t  iden?fy   Lost  original   person/model   Can’t  contact   person   Taken  at  a   low   Model  unwilling   resolu?on   SEARCH to  sign   seCng   Can’t  get  a   There  is  no   model  release   higher   resolu6on   Strategy Patois | UX London 2011 | April 2011 | 27
  • 2 } show the strategy   Prioritization chart: A forced-ranking activity that determines which problems to solve rst. Strategy Patois | UX London 2011 | April 2011 | 28
  • 2 } show the strategy   Prioritization chart: A forced-ranking activity that determines which problems to solve rst. Form is difficult to Focus   People unsure complete! how to get property Your  design  must   release! address  these   Reduce Severity   photos taken Owner is a low unknown! resolution! Consider   Your  design  should   accommodate  these   Model   unwilling  to   sign   Date is Unwise  use  of  ?me   Neglect   unknown! to  address  these     Value   Strategy Patois | UX London 2011 | April 2011 | 29
  • 2 } show the strategy   Prioritization chart: A forced-ranking activity that determines which problems to solve rst.   Project Design Priorities 1. Ensure that photos selected for editors are possible to process. The design will And And this is what address these accommodate we’re not going to issues: these: address: Form is Reduce Model photos taken unwilling to difficult to a low complete! resolution! sign! People unsure how to get Owner is Date is property unknown! unknown! release! Strategy Patois | UX London 2011 | April 2011 | 30
  • 2 } show the strategy   Where can design be most effective? What kind of experiences } do potential features deliver? How will success be Storyboards (with a twist) valued and measured? How will the product evolve in the future? Strategy Patois | UX London 2011 | April 2011 | 31
  • 2 } show the strategy   Storyboards: A comic-style illustration that tells the story of people interacting with the product or service. Strategy Patois | UX London 2011 | April 2011 | 32
  • 2 } show the strategy   Storyboards: A comic-style illustration that tells the story of people interacting with the product or service. Brainstorming Refined version Strategy Patois | UX London 2011 | April 2011 | 33
  • 2 } show the strategy   Where can design be most effective? What kind of experiences do potential features deliver? How will success be valued and measured? } Conversion model How will the product evolve in the future? Strategy Patois | UX London 2011 | April 2011 | 34
  • 2 } show the strategy   Conversion model: A visualization that displays data metrics for each step in a multi-step process. Travel organizer! Enter trip Confirm trip Access .70 Register! Log in! details! details! details on trip! .29 .38 x .20 .0154 10,000 70% 29% 38% 20% x .0154 154 154 users access their trip details for every 10,000! 7,000! 2,000! 760! 150! 10,000 that register Strategy Patois | UX London 2011 | April 2011 | 35
  • 2 } show the strategy   Conversion model: A visualization that displays data metrics for each step in a multi-step process. Travel organizer! Forward trip Confirm trip Access .70 details! Log in! details! details on trip! .29 Offer  more   x .38 Automa?cally   create  account   ways  for  user   .0771 and  send  email   to  access  trip   data   10,000 x .077 770 70% 29% 38% 770 users access their trip details for every 10,000! 7,000! 2,000! 760! 10,000 that register Strategy Patois | UX London 2011 | April 2011 | 36
  • 2 } show the strategy   Where can design be most effective? What kind of experiences do potential features deliver? How will success be valued and measured? How will the product evolve in the future? } Product evolution map Strategy Patois | UX London 2011 | April 2011 | 37
  • 2 } show the strategy   Product evolution map: Describes the evolutional stages of a product, including features and revenue model. Photo-sharing
 Product evolution! stage   Beta   Gamma   Delta   Online photo A platform for sharing, A brand for visual management and organizing, and expression and sharing application exploration yourself exploration through photos features   Upload   Interes?ngness   Flickr  events   Store   Organizr   Flickr  travel  groups   View   Geo-­‐tagging   Flickr  local   Tag   Order  prints   Share   Blog  integra?on   Contacts   Mobile  connec?vity   Free  accounts   Prin?ng   Partnerships   revenue   Premium  accounts   Adver?sing   Licensing  fees   Strategy Patois | UX London 2011 | April 2011 | 38
  • 2 } show the strategy   what we can do Practice our strategy chops ~ nd the right tool for the job ~ host participatory sessions with biz folks ~ capture and reinforce decisions } Increase con dence in design choices Decisions informed by thoughtful, intentional choices. But we need to make the time to focus on the impact, not just the interface. Strategy Patois | UX London 2011 | April 2011 | 39
  • 3 Learnings from the journey1 } Align the dialects2 } Show the strategy3 } Don’t bury the lead Develop short, concise answers to key questions Strategy Patois | UX London 2011 | April 2011 | 40
  • 3 } don’t bury the lead  “! If I had more time, I would have written a shorter letter. “! ~ T. S. Eliot Strategy Patois | UX London 2011 | April 2011 | 41
  • 3 } don’t bury the lead   Designers = storytellers Sometimes we need punchlines, not stories. Attention, focus and the credibility that the design team has its shit together. Strategy Patois | UX London 2011 | April 2011 | 42
  • 3 } don’t bury the lead   Know what will be asked. Practice brevity } Biz Buddy Strategy Patois | UX London 2011 | April 2011 | 43
  • 3 } don’t bury the lead   the end result   blah blah blah what we what he blah blah blah blah blah blah blah blah blah blah said! expected blah blah blah blah blah blahblah blah blah blah blah blah Strategy Patois | UX London 2011 | April 2011 | 44
  • 3 } don’t bury the lead   Biz Buddy: A helpful insider with knowledge of the priorities and perspectives of our business colleagues.what is she She’ll ask: when you can get it going to done, and how much ask?! money will it save. can I run this by youhow long first?! Sure. I’d be She listens happy todo I have?! for about give a 2 minutes listen. max. Strategy Patois | UX London 2011 | April 2011 | 45
  • 2 } show the strategy   Know what will be asked Practice brevity } e pitch Strategy Patois | UX London 2011 | April 2011 | 46
  • 3 } don’t bury the lead   e pitch: A short, concise and relevant summary of the work. elevator pitch! For [target customers] who are dissatisfied with [current market offering], [product name] is a [new product category] that provides [key benefit]. Unlike [product alternative], we have [differentiating attribute] that helps customers accomplish [key need.] ____________________________________ twitpitch *! ____________________________________ ____________________________________ ________________________________ * Coined by Stowe Boyd in 2008   Focus on what it is and why it matters.   Introduce the how it works only if asked. Strategy Patois | UX London 2011 | April 2011 | 47
  • 3 } don’t bury the lead   what we can do Be a great pitcher ~ answer questions in short form with just the facts ~ consider what biz folks are hearing } Build 2-way credibility & mutual respect Be collaboration partners ~ facilitate design strategy conversations ~ embrace participation } Build empathy & understanding Strategy Patois | UX London 2011 | April 2011 | 48
  • 4 3 Learnings from the journey1 } Align the dialects2 } Show the strategy3 } Don’t bury the lead4 } Keep your soul Protect your passion and sense of self in a culture with a different value system. Strategy Patois | UX London 2011 | April 2011 | 49
  • 4 } Keep your soul   e reallyreally big picture Products & services that delight, that inspire and that improve the lives of the people who use them. Strategy Patois | UX London 2011 | April 2011 | 50
  • 4 } Keep your soul  4 keys to happiness: Have satisfying work to do e chance to be good at something Connections with people we truly like e opportunity to be a part of ~ Jane McGonigal something bigger Game designer & Director of Game Research & Development at the Institute for the Future http://en.wikipedia.org/wiki/Jane_McGonigal! Strategy Patois | UX London 2011 | April 2011 | 51
  • 4 } Keep your soul   When it all works A shared organizational commitment to products & services that delight, that inspire and that improve the lives of the people who use them. Strategy Patois | UX London 2011 | April 2011 | 52
  • e journey
  • Strategy Patois | UX London 2011 | April 2011 | 54
  • Strategy Patois | UX London 2011 | April 2011 | 55
  • Suggested Reading reference: blogs: Building Design Strategy: Design inking, Tim Brown (IDEO) omas Lockwood and omas Walton, ed., (2008) http://designthinking.ideo.com/ Corporate Strategy: Metacool: Diego Rodriguez (IDEO) http://en.wikipedia.org/wiki/Michael_Porter http://metacool.typepad.com/metacool/ Ishikawa Diagrams: A Designer’s Guide to Strategy, Brandon Schauer http://en.wikipedia.org/wiki/Ishikawa_diagram (Adaptive Path) www.brandonschauer.com/blog Elevator Pitch: Customer Experience Matters, Bruce Temkin Geoffrey A. Moore, Crossing the Chasm (2002) (Forrester) http://experiencematters.wordpress.com/ Sticky Ideas: e Berkun Blog, Scott Berkun (indie) Chip and Dan Heath, Made to Stick (2007) http://www.scottberkun.com/blog/ Illustrating Concepts: McKinsey: What Matters, Misc. (McKinsey) Dan Roam, Back of the Napkin (2008) http://whatmatters.mckinseydigital.com/ Adaptive Path, Subject to Change (2008) Good Experience, Mark Hurst (indie) http://goodexperience.com/ Corporate Philosophy: Yvon Chouinard, Let My People Go Sur ng (2006) Putting People First, Experientia http://www.experientia.com/blog Strategy Patois | UX London 2011 | April 2011 | 56
  • More UX goodness Amsterdam: April 18-21 www.adaptivepath.com/events twitter: #uxintensive 15% off with code FOKR San Francisco : August 23-26 www.uxweek.com twitter: #uxweek 15% off with code FOKRShout-out to Henning Fischer and Brandon Schauer for the strategy toolsslides, and to all the Adaptive Path folks who shared their project work. Strategy Patois | UX London 2011 | April 2011 | 57
  • thanks! e slides are on slideshare at:www.slideshare.net/intelleto Kate Rutter, Experience Designer kate@adaptivepath.com www.adaptivepath.com twitter : @katerutter @adaptivepath Strategy Patois | UX London 2011 | April 2011 | 58
  • colophonPrimary typeface is Adobe Garamond Pro.Business dialect typeface is Lucida ConsoleDesign dialect typeface is Bradley Hand ITC!Inner voice typeface is Handwriting - Dakota!Image credits:Title slide: Public Domain Image of World Map from Page 3 of the book, Spokesman-Review Handy Atlas of theWorld, "Published Expressly For e Spokesman-Review, Spokane, Wash. 1911", Copyright 1910 C.S. Hammond&Co., New YorkJourney image: http://www. ickr.com/photos/32920110@N07/3484895197/sizes/l/Madonna: http://www. ickr.com/photos/28668451@N00/77567133/Rosetta stone: http://www.aucegypt.edu/academics/dept/hist/PublishingImages/Rosetta%20Stone.jpegMyths of innovation cover : http://fyi.oreilly.com/9780596527051_lrg.jpg* Other images credited on slidesIllustrationsStoryboard illustrations by Brandon SchauerHand sketches by Kate Rutter. Strategy Patois | UX London 2011 | April 2011 | 59