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DocTrain West - Business of Experience

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Workshop from DocTrain West

Workshop from DocTrain West

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  • 1. The Business of Experience Hands-On Methods to Increase Your Influence DocTrain West 2008 presented by Jess McMullin nForm User Experience | www.nForm.ca May 9, 2008
  • 2. INTRO DESIGN BUSINESS INFLUENCE PIVOT METHODS WRAP UP
  • 3. Part 1 8:30-8:45 INTRO DESIGN BUSINESS INFLUENCE PIVOT METHODS WRAP UP
  • 4. I’M
  • 5. [ Tell your partner your worst project story in 1 minute or less ]
  • 6. Part 2 8:45-9:00 INTRO DESIGN BUSINESS INFLUENCE PIVOT METHODS WRAP UP
  • 7. Design Maturity
  • 8. Design by Default »
  • 9. Style »
  • 10. Function+Form » »
  • 11. Problem Solving » » »
  • 12. Framing » » » »
  • 13. UNDERSTAND • Interviews • Content analysis • Surveys • Field studies • Focus groups • Competitive analysis • Analytics • Brainstorming • Heuristics • Talking about the project • Usability testing • Wireframing • Design games • Workshops • Personas
  • 14. SOLVE • Wireframes • Site map • Prototyping • Use cases • Sketching • Flash prototyping • Assumption smashing • Solutions, lateral thinking • Mind mapping • Comics • Scenarios
  • 15. EVALUATE • Usability testing • Bucket testing (A-B • User feedback in testing) general way, listen to • Surveys and web the “buts” analytics • Better to start this early… at 10% into the project, not 90% • Whiteboarding
  • 16. HIT THE WALL
  • 17. Increase our Influence
  • 18. I believe Our field has reached the point in our collective practice where the barriers to increasing influence are not about better methods for working with users, but better methods for working with business.
  • 19. Part 3 9:00-9:30 INTRO DESIGN BUSINESS INFLUENCE PIVOT METHODS WRAP UP
  • 20. Busin ROI Net Present Value Internal Rate of Return Porter’s 5 Forces ess Fluen cy http://www.flickr.com/photos/ribenawrath/139155418/
  • 21. Venn Overload – Complex
  • 22. RED HERRING
  • 23. Raising Revenue Reducing Costs Reaching Goals Retaining Talent Delight Customers
  • 24. CASH MARGIN VELOCITY RETURN GROWTH
  • 25. CASE STUDY Business 101
  • 26. Jr. Haircut: $35.00 and up, plus tip Sr. Haircut: $65.00 and up, plus tip
  • 27. Haircut from Abe: $16.00 plus tip
  • 28. Business (101) Case: Present Abbe’s vs. Eveline Charles. Using business terms introduced earlier, show how the 2 companies are different (or similar) in terms of: ABBE’S Eveline Charles Cash Margin Velocity Return Growth
  • 29. the one thing a business needs?
  • 30. customers simple, not simplistic
  • 31. LEAD MANAGE EXECUTE
  • 32. DELIVER AN OFFERING
  • 33. TO A CUSTOMER
  • 34. TO GENERATE REVENUE
  • 35. LEAD MANAGE EXECUTE
  • 36. LEAD Insight | Direction | Resources | Constraints | Outcomes MANAGE People | Process | Money | Materials | Infrastructure EXECUTE Discover | Develop | Produce | Market | Sell | Deliver | Support
  • 37. Part 4 9:30-10:15 INTRO DESIGN BUSINESS INFLUENCE PIVOT METHODS WRAP UP
  • 38. EXERCISE The $5 Challenge
  • 39. 6 Universal Principles 1. Commitment and Consistency 2. Social Proof 3. Reciprocity 4. Liking 5. Authority 6. Scarcity (from Cialdini, Influence: The Psychology of Persuasion )
  • 40. COMMITMENT & CONSISTENCY
  • 41. COMMITMENT & CONSISTENCY
  • 42. COMMITMENT & CONSISTENCY
  • 43. RECIPROCITY
  • 44. SOCIAL PROOF
  • 45. AUTHORITY
  • 46. AUTHORITY
  • 47. LIKING
  • 48. SCARCITY
  • 49. Influence Process 1.Identify Audience(s) 2.Understand Motivation 3.Focus on Value 4.Target Your Methods 5.Commit to Action
  • 50. Step 1 AUDIENCE(S) MOTIVATIONS VALUE TARGETING COMMIT
  • 51. IDENTIFY YOUR AUDIENCE(S)
  • 52. BUSINESS PERSONA • April Campbell • 51 years old • EA to the exec team at EnviroPoints • Does all of the exec team’s scheduling and bookings • Moved with Austin from the tech company that went bust over to EnviroPoints; is his trusted advisor • Is very protective of execs’ time; goal each week is to make sure that her exec team gets their work done and live a balanced life • Is super organized and thinks of herself as a good reader of people; first impressions are important • Has 25 years of Admin experience: mostly in high tech (lived in the Bay area for the last 15 years); was an Admin for a pharmaceutical company in Switzerland before that • Traveled the world and speaks French, German, and Spanish
  • 53. Influence Network
  • 54. 8 People 1. The Advocate 2. The Superior 3. The Peer 4. The Frontline 5. The Critic 6. The Validator 7. The Gatekeeper 8. The Maverick (thanks Donna & Stephen)
  • 55. ADVOCATE
  • 56. SUPERIOR
  • 57. PEER
  • 58. FRONTLINE
  • 59. CRITIC
  • 60. VALIDATOR
  • 61. VALIDATOR
  • 62. VALIDATOR
  • 63. VALIDATOR
  • 64. VALIDATOR
  • 65. GATEKEEPER
  • 66. GATEKEEPER
  • 67. GATEKEEPER
  • 68. MAVERICK
  • 69. Influence Network
  • 70. Influence Network Jason Fried courtesy James Duncan Davidson/O'Reilly Media, Inc.
  • 71. EXERCISE Influence Network Diagram
  • 72. BUSINESS PERSONA • April Campbell • 51 years old • EA to the exec team at EnviroPoints • Does all of the exec team’s scheduling and bookings • Moved with Austin from the tech company that went bust over to EnviroPoints; is his trusted advisor • Is very protective of execs’ time; goal each week is to make sure that her exec team gets their work done and live a balanced life • Is super organized and thinks of herself as a good reader of people; first impressions are important • Has 25 years of Admin experience: mostly in high tech (lived in the Bay area for the last 15 years); was an Admin for a pharmaceutical company in Switzerland before that • Traveled the world and speaks French, German, and Spanish
  • 73. AUDIENCE(S)
  • 74. 8 People 1. The Advocate 2. The Superior 3. The Peer 4. The Frontline 5. The Critic 6. The Validator 7. The Gatekeeper 8. The Maverick (thanks Donna & Stephen)
  • 75. Step 2 AUDIENCE(S) MOTIVATIONS VALUE TARGETING COMMIT
  • 76. UNDERSTAND MOTIVATIONS
  • 77. Five Mindsets
  • 78. 5 Minds - Brain
  • 79. Risk Reward Power(thanks Joe S.) Inertia Vendorship
  • 80. RISK
  • 81. Up and to the right REWARD
  • 82. Empire Building POWER
  • 83. The Official Future INERTIA
  • 84. VENDORSHIP
  • 85. MOTIVATION MAPPING Individual Risk Reward Power Inertia Vendorship Advocate Superior Gatekeeper Peer Frontline Critic Validator Maverick Myself
  • 86. MOTIVATION MAP
  • 87. MOTIVATION MAP Superior Gatekeeper Frontline Customer
  • 88. EXERCISE Motivation Map
  • 89. MOTIVATIONS
  • 90. Risk Reward Power(thanks Joe S.) Inertia Vendorship
  • 91. Step 3 AUDIENCE(S) MOTIVATIONS VALUE TARGETING COMMIT
  • 92. FOCUS ON BUSINESS VALUE
  • 93. LEAD MANAGE EXECUTE
  • 94. LEAD Insight | Direction | Resources | Constraints | Outcomes MANAGE People | Process | Money | Materials | Infrastructure EXECUTE Discover | Develop | Produce | Market | Sell | Deliver | Support
  • 95. LEAD MANAGE EXECUTE
  • 96. Design Maturity
  • 97. EXERCISE Business Value Worksheet
  • 98. VALUE
  • 99. Step 4 AUDIENCE(S) MOTIVATIONS VALUE TARGETING COMMIT
  • 100. TARGET RIGHT PEOPLE RIGHT METHODS
  • 101. Decide by the numbers? or…Decide by your gut?
  • 102. UNDERSTAND SOLVE EVALUATE
  • 103. UNDERSTAND Qualitative | Quantitative | Analysis | Synthesis | Modeling SOLVE Model | Architecture | Flow | Prototype | Interface | Specification EVALUATE Analytics | Heuristics | Usability Testing | Metrics
  • 104. Imagine yourself in the future. Looking back, what method would this person really benefit from for this activity?
  • 105. TARGETING
  • 106. Step 5 AUDIENCE(S) MOTIVATIONS VALUE TARGETING COMMIT
  • 107. COMMIT TO ACTION
  • 108. Commitment Process • Build Trust • Open Questions • Explore & Anchor • Closed Questions • Will You? Questions
  • 109. TRUST
  • 110. OPEN ?s
  • 111. Explore & Anchor EXPLORE
  • 112. Explore & Anchor ANCHOR
  • 113. CLOSED ?s
  • 114. WILL YOU ?s
  • 115. COMMIT TO ACTION How was it last year donating a Summit seat? So it worked out alright? Will you donate a Summit attendance this year?
  • 116. Part 5 10:30-11:45 INTRO DESIGN BUSINESS INFLUENCE PIVOT METHODS WRAP UP
  • 117. Process Overview
  • 118. Live Capture
  • 119. Live Capture Demo
  • 120. How To Design the Box • Create a box for the product, even if it isn’t shipped in a box. • Elements for the Box Front: – Name – Tagline – 3 key selling features – Imagery / Color / Type (Later) • Design the Box Box Back: – Feature Set – System Requirements From Jim Highsmith, Cutter Institute
  • 121. EXERCISE Design the Box
  • 122. Conversational
  • 123. EXERCISE Conversational Sketching
  • 124. Double Divide the Dollar
  • 125. EXERCISE Divide the Dollar
  • 126. EXERCISE Swimlanes
  • 127. How to align user needs, business drivers, and online offerings.
  • 128. EXERCISE Pivoting Your own Toolbox (depending on time)
  • 129. PIVOT METHODS
  • 130. Part 6 11:45-12:00 INTRO DESIGN BUSINESS INFLUENCE PIVOT METHODS WRAP UP
  • 131. Crossing the Chasm Geoffrey Moore “Crossing the Chasm” 1991
  • 132. Influence Process AUDIENCE(S) MOTIVATIONS VALUE TARGETING COMMIT
  • 133. Thank You! jess DOT mcmullin AT nform.ca 1.800.670.7025 www.nForm.ca www.bplusd.org www.slideshare.net/nform
  • 134. Reading
  • 135. 8 Situations 1. Seat at the Table 2. Greenlight 3. Fork in the Road 4. Crisis 5. Internal Investment 6. Not invented here 7. Aiming for a different goal 8. The Official Future
  • 136. SEAT@TABLE
  • 137. GREENLIGHT
  • 138. FORK
  • 139. CRISIS
  • 140. INVESTMENT
  • 141. NOT INVENTED
  • 142. DIFFERENT
  • 143. OFFICIAL
  • 144. HIT THE WALL