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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

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