Strategy Patois [UX London, April 2011]

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

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Strategy Patois [UX London, April 2011]

by Kate Rutter

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