The Business of Experience CanUX 2007 presented by Jess McMullin nForm User Experience | www.nForm.ca November 26, 2007

Bridge http://www.flickr.com/photos/northbaywanderer/255118619//

Disciplines

Increase our Influence

HOW

we have reached the point in our practice where the barriers to increasing influence are not about better methods for working with users, but for working with business. I believe

we have reached the point in our practice where the barriers to increasing influence are not about better methods for working with users, but for working with business.

The Business Experience of

OUR SITUATION UNDERSTANDING TARGETING ADOPTING

OUR SITUATION UNDERSTANDING TARGETING ADOPTING Part 1

U.S.E.R.

OUR SITUATION UNDERSTANDING TARGETING ADOPTING Part 2

business understanding

business understanding depends on our

Things In Common 3

3

FEAR

FAILURE

CONTROL

value centred design

BUSINESS GOALS HUMAN NEEDS OFFERING DELIVERY

?

PIVOT 180º

U.S.E.R.

OUR SITUATION UNDERSTANDING TARGETING ADOPTING Part 3

identify opportunity

experience impact framework

BUSINESS USER EXPERIENCE KIND OF IMPACT

business

LEAD MANAGE EXECUTE }

DELIVER AN OFFERING }

TO A CUSTOMER }

TO GENERATE REVENUE

$£¥€ $

LEAD MANAGE EXECUTE

LEAD MANAGE EXECUTE Insight | Direction | Resources | Constraints | Outcomes People | Process | Money | Materials | Infrastructure Discover | Develop | Produce | Market | Sell | Deliver | Support

experience user

UNDERSTAND SOLVE EVALUATE

UNDERSTAND SOLVE EVALUATE Qualitative | Quantitative | Analysis | Synthesis | Modeling Model | Architecture | Flow | Prototype | Interface | Specification Analytics | Heuristics | Usability Testing | Performance | Metrics

impact

OPTIMIZE INFORM TRANSFORM

OPTIMIZE INFORM TRANSFORM Efficiency | Convenience | Automation | Savings Policy | Approach | Current Opportunity | Decisions | Action Intersections | Framing | Connecting | Innovation | New Value

OPTIMIZE INFORM TRANSFORM Do what we do now, but better Make smarter decisions Change how we do business

BUSINESS USER EXPERIENCE KIND OF IMPACT

IMPACT USER EXPERIENCE BUSINESS

status quo

We do this already

upwards optimize

intranets data dashboards

execution transform

new ways working of

management inform

smarter insight decisions means

the best picture we’ve ever had of our customers This is

leadership transform

is often by transformation invitation

EXERCISE TARGETING

LEAD MANAGE EXECUTE Insight | Direction | Resources | Constraints | Outcomes People | Process | Money | Materials | Infrastructure Discover | Develop | Produce | Market | Sell | Deliver | Support

OUR SITUATION UNDERSTANDING TARGETING ADOPTING Part 4

Crossing the Chasm Geoffrey Moore “Crossing the Chasm” 1991

constraints reveal opportunity

Conflicting measures of success (b vs. d)

http://www.sxc.hu/photo/890642

PARTNER PILOT PUBLICIZE

Peel Back the Layers http://www.sxc.hu/photo/883940

Working Together Get People

VENDOR SHIP

PARTNER SHIP

MORE DO

MORE MATTER

closing in

value centred design

Blue Sky Barrier

Blue sky

Wave

World Changing http://commons.wikimedia.org/wiki/Image:As08-16-2593.jpg

Thank You! jess DOT mcmullin AT nform.ca 1.800.670.7025 www.nForm.ca www.bplusd.org www.slideshare.net/jessmcmullin Questions?