The Business of Experience Italian IA Summit 2007 presented by Jess McMullin nForm User Experience | www.nForm.ca November 16, 2007

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

Disciplines

Oceans

Informationsarchitektur Architettura dell'Informazione Information Architecture

Football http:// www.flickr.com/photos/fabiovenni/240431974 /

Hockey http://www.flickr.com/photos/freakychick/86751992

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

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

FAILURE

FEAR

CONTROL

value centred design

BUSINESS GOALS HUMAN NEEDS OFFERING DELIVERY

?

PIVOT 180º

U.S.E.R.

design maturity

Design Maturity

Unconscious Design »

Style »

Function »

Problem Solving »

Framing »

design maturity applying

To design the right solution we have to define the right problem.

design maturity more than

business fluency

Business Fluency http://www.flickr.com/photos/ribenawrath/139155418/ ROI Net Present Value Internal Rate of Return Porter’s 5 Forces

Venn Overload – Complex

101

Cash

Margin

Velocity

Return

Growth

MARGIN VELOCITY RETURN GROWTH CASH

business has limits, too but

And organizations can limit user experience work

Four Constraints 4

4

Blue sky

Blue Sky Barrier

Risk Reward Inertia Vendor ship

RISK #1

Reference: “The Chaos Chronicles”, The Standish Group, 2003. 51% Challenged 34% On time On budget 15% Cancelled 66% Failure Rate

2/3

REWARD #2

Conflicting measures of success (b vs. d)

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

INERTIA #3

Newtonian The organization

Body at Rest

Body in Motion

Systems resist change http://commons.wikimedia.org/wiki/Image:Cyclone_Catarina_from_the_ISS_on_March_26_2004.JPG

The tyranny of the status quo

VENDOR #4 SHIP

RISK REWARD INERTIA VENDORSHIP

RECAP UNDERSTANDING

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

RECAP TARGETING

OUR SITUATION UNDERSTANDING TARGETING ADOPTING Part 4

Crossing the Chasm Geoffrey Moore “Crossing the Chasm” 1991

constraints reveal opportunity

PARTNER PILOT PUBLICIZE

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

Working Together Get People

VENDOR #4 SHIP

PARTNER #4 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 Gratzie!