The Business of Experience Workshop IA Konferenz 2007 presented by Jess McMullin nForm User Experience | www.nForm.ca Nove...
INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING
INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING 14:00 14:15 15:00 15:45 17:00
INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING PART 1
JESS I’M
 
 
photography
 
Increase our Influence
Now it’s your turn
Let’s get going…
Increase our Influence
HOW
<ul><li>  we have reached the point in our practice where the  barriers to increasing influence are not about better metho...
The Business Experience of
 
INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING PART 2
U.S.E.R.
 
 
value centred design
 
BUSINESS GOALS HUMAN NEEDS OFFERING DELIVERY
?
discuss: current practice
PIVOT 180º
 
 
U.S.E.R.
business understanding
business understanding depends on our
discuss: our business acumen
Things In Common <ul><li>3 </li></ul>
FAILURE
FEAR
CONTROL
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.
discuss: your own maturity
design maturity more than
business fluency
Business Fluency http://www.flickr.com/photos/ribenawrath/139155418/ ROI Net Present Value Internal Rate of Return Porter’...
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 <ul><li>4 </li></ul>
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% Failur...
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
discuss: current constraints
RECAP UNDERSTANDING
INTRODUCTIONS UNDERSTANDING TARGETING TOOLS 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 | Infras...
experience user
UNDERSTAND SOLVE EVALUATE
UNDERSTAND SOLVE EVALUATE Qualitative | Quantitative  | Analysis | Synthesis | Modeling Model | Architecture | Flow | Prot...
impact
OPTIMIZE INFORM TRANSFORM
OPTIMIZE INFORM TRANSFORM Efficiency | Convenience | Automation | Savings Policy | Approach |  Current Opportunity | Decis...
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
 
 
 
discuss: impact experience
status quo
upwards optimize
execution transform
management inform
leadership transform
is often by transformation invitation
patterns strategy http://www.arnodevelopment.co.uk/patterns/PorterBusinessStrategyPatterns.pdf
LOW COST
DIFFERENTIATION
FOCUS: COST
FOCUS: NICHE
RECAP TARGETING
INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING PART 4
Process Overview
Crossing  the Chasm Geoffrey Moore “Crossing the Chasm” 1991
Working Together Get People
Live Capture
Live Capture Demo
Project Challenges <ul><li>A </li></ul><ul><li>B </li></ul>
research industry
 
ethnography guerilla
 
box design the
Design the Box <ul><li>How To Design the Box </li></ul><ul><li>Create a box for the product, even if it isn’t shipped in a...
sketching conversational
 
 
 
backcasting scenarios and
 
Backcasting Start  here What  has to  happen? What  has to  happen  before that? Assumptions Assumptions What  has to  hap...
 
 
swimlanes
 
model alignment
 
How to align user needs, business drivers, and online offerings.
RECAP TOOLS
INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING PART 5
discuss: current adoption
PARTNER PILOT PUBLICIZE
experience governance of
 
 
 
 
 
The nForm Web Management Model
 
 
 
 
RACI Responsible Accountable Consulted Informed
 
RECAP ADOPTING
closing in
VENDOR #4 SHIP
PARTNER #4 SHIP
MORE DO
MORE MATTER
Thank You! jess DOT mcmullin AT nform.ca 1.800.670.7025 www.nForm.ca www.bplusd.org www.slideshare.net/jessmcmullin Danke!
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Business of Experience Workshop - DE IA

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  • Transcript of "Business of Experience Workshop - DE IA"

    1. 1. The Business of Experience Workshop IA Konferenz 2007 presented by Jess McMullin nForm User Experience | www.nForm.ca November 10, 2007
    2. 2. INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING
    3. 3. INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING 14:00 14:15 15:00 15:45 17:00
    4. 4. INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING PART 1
    5. 5. JESS I’M
    6. 8. photography
    7. 10. Increase our Influence
    8. 11. Now it’s your turn
    9. 12. Let’s get going…
    10. 13. Increase our Influence
    11. 14. HOW
    12. 15. <ul><li> 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. </li></ul>I believe
    13. 16. The Business Experience of
    14. 18. INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING PART 2
    15. 19. U.S.E.R.
    16. 22. value centred design
    17. 24. BUSINESS GOALS HUMAN NEEDS OFFERING DELIVERY
    18. 25. ?
    19. 26. discuss: current practice
    20. 27. PIVOT 180º
    21. 30. U.S.E.R.
    22. 31. business understanding
    23. 32. business understanding depends on our
    24. 33. discuss: our business acumen
    25. 34. Things In Common <ul><li>3 </li></ul>
    26. 35. FAILURE
    27. 36. FEAR
    28. 37. CONTROL
    29. 38. design maturity
    30. 39. Design Maturity
    31. 40. Unconscious Design »
    32. 41. Style »
    33. 42. Function »
    34. 43. Problem Solving »
    35. 44. Framing »
    36. 45. design maturity applying
    37. 49. To design the right solution we have to define the right problem.
    38. 50. discuss: your own maturity
    39. 51. design maturity more than
    40. 52. business fluency
    41. 53. Business Fluency http://www.flickr.com/photos/ribenawrath/139155418/ ROI Net Present Value Internal Rate of Return Porter’s 5 Forces
    42. 54. Venn Overload – Complex
    43. 55. 101
    44. 56. Cash
    45. 57. Margin
    46. 58. Velocity
    47. 59. Return
    48. 60. Growth
    49. 61. MARGIN VELOCITY RETURN GROWTH CASH
    50. 62. business has limits, too but
    51. 63. And organizations can limit user experience work
    52. 64. Four Constraints <ul><li>4 </li></ul>
    53. 65. Risk Reward Inertia Vendor ship
    54. 66. RISK #1
    55. 67. Reference: “The Chaos Chronicles”, The Standish Group, 2003. 51% Challenged 34% On time On budget 15% Cancelled 66% Failure Rate
    56. 68. 2/3
    57. 69. REWARD #2
    58. 70. Conflicting measures of success (b vs. d)
    59. 71. http://www.sxc.hu/photo/890642
    60. 72. INERTIA #3
    61. 73. Newtonian The organization
    62. 74. Body at Rest
    63. 75. Body in Motion
    64. 76. Systems resist change http://commons.wikimedia.org/wiki/Image:Cyclone_Catarina_from_the_ISS_on_March_26_2004.JPG
    65. 77. The tyranny of the status quo
    66. 79. VENDOR #4 SHIP
    67. 81. RISK REWARD INERTIA VENDORSHIP
    68. 82. discuss: current constraints
    69. 83. RECAP UNDERSTANDING
    70. 84. INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING PART 3
    71. 85. identify opportunity
    72. 86. experience impact framework
    73. 87. BUSINESS USER EXPERIENCE KIND OF IMPACT
    74. 88. business
    75. 89. LEAD MANAGE EXECUTE }
    76. 90. DELIVER AN OFFERING }
    77. 91. TO A CUSTOMER }
    78. 92. TO GENERATE REVENUE
    79. 93. $£¥€ $
    80. 94. LEAD MANAGE EXECUTE
    81. 95. LEAD MANAGE EXECUTE Insight | Direction | Resources | Constraints | Outcomes People | Process | Money | Materials | Infrastructure Discover | Develop | Produce | Market | Sell | Deliver | Support
    82. 96. experience user
    83. 97. UNDERSTAND SOLVE EVALUATE
    84. 98. UNDERSTAND SOLVE EVALUATE Qualitative | Quantitative | Analysis | Synthesis | Modeling Model | Architecture | Flow | Prototype | Interface | Specification Analytics | Heuristics | Usability Testing | Metrics
    85. 99. impact
    86. 100. OPTIMIZE INFORM TRANSFORM
    87. 101. OPTIMIZE INFORM TRANSFORM Efficiency | Convenience | Automation | Savings Policy | Approach | Current Opportunity | Decisions | Action Intersections | Framing | Connecting | Innovation | New Value
    88. 102. OPTIMIZE INFORM TRANSFORM Do what we do now, but better Make smarter decisions Change how we do business
    89. 103. BUSINESS USER EXPERIENCE KIND OF IMPACT
    90. 104. IMPACT USER EXPERIENCE BUSINESS
    91. 108. discuss: impact experience
    92. 109. status quo
    93. 110. upwards optimize
    94. 111. execution transform
    95. 112. management inform
    96. 113. leadership transform
    97. 114. is often by transformation invitation
    98. 115. patterns strategy http://www.arnodevelopment.co.uk/patterns/PorterBusinessStrategyPatterns.pdf
    99. 116. LOW COST
    100. 117. DIFFERENTIATION
    101. 118. FOCUS: COST
    102. 119. FOCUS: NICHE
    103. 120. RECAP TARGETING
    104. 121. INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING PART 4
    105. 122. Process Overview
    106. 123. Crossing the Chasm Geoffrey Moore “Crossing the Chasm” 1991
    107. 124. Working Together Get People
    108. 125. Live Capture
    109. 126. Live Capture Demo
    110. 127. Project Challenges <ul><li>A </li></ul><ul><li>B </li></ul>
    111. 128. research industry
    112. 130. ethnography guerilla
    113. 132. box design the
    114. 133. Design the Box <ul><li>How To Design the Box </li></ul><ul><li>Create a box for the product, even if it isn’t shipped in a box. </li></ul><ul><li>Elements for the Box Front: </li></ul><ul><ul><li>Name </li></ul></ul><ul><ul><li>Tagline </li></ul></ul><ul><ul><li>3 key selling features </li></ul></ul><ul><ul><li>Imagery / Color / Type (Later) </li></ul></ul><ul><li>Box Back: </li></ul><ul><ul><li>Feature Set </li></ul></ul><ul><ul><li>System Requirements </li></ul></ul>From Jim Highsmith, Cutter Institute
    115. 134. sketching conversational
    116. 138. backcasting scenarios and
    117. 140. Backcasting Start here What has to happen? What has to happen before that? Assumptions Assumptions What has to happen before that? Assumptions Assumptions What has to happen before that? How are things right now?
    118. 143. swimlanes
    119. 145. model alignment
    120. 147. How to align user needs, business drivers, and online offerings.
    121. 148. RECAP TOOLS
    122. 149. INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING PART 5
    123. 150. discuss: current adoption
    124. 151. PARTNER PILOT PUBLICIZE
    125. 152. experience governance of
    126. 158. The nForm Web Management Model
    127. 163. RACI Responsible Accountable Consulted Informed
    128. 165. RECAP ADOPTING
    129. 166. closing in
    130. 167. VENDOR #4 SHIP
    131. 168. PARTNER #4 SHIP
    132. 169. MORE DO
    133. 170. MORE MATTER
    134. 171. Thank You! jess DOT mcmullin AT nform.ca 1.800.670.7025 www.nForm.ca www.bplusd.org www.slideshare.net/jessmcmullin Danke!

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