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From Usability to UX StrategyLeisa Reichelt
from usability to   UX strategy         Leisa Reichelt Drupalcon Chicago, March 2011
i asked for this talk to be in the business stream...
Business needs to get more from their UX team.            UX has more to give.
This is about forging alliances
To know what a business is we have to start with itspurpose. Its purpose must lie outside of the business itself.In fact, ...
What the customer thinks he or she is buying, what he or   she considers value is decisive – it determines what a business...
business strategy is UX strategy
Profit is not a cause but a result – the results of the   performance of the business in marketing, innovation,     produc...
Harry Beckwith- Selling the Invisible  why are companies terrified of a clear value propositionlook up the positioning quo...
we UXers can help drive good decision making
we UXers can help drive good decision makingwe, UXers, need good decisions made to make good UX.
If you want to be a brand, you have to work from the inside out A great logo isn’t going to make a shitty product any less...
Facilitatorone who contributes structure and process to interactions so groups  are able to function effectively and make ...
business            strategy         1. value proposition                                  - target audience              ...
1.   Business strategy     value proposition      - target audience      - business model      - experience strategy
anecdotal experience almost every client I’ve ever worked for who is seekinggreater market share has had no clear value pr...
yay!      unclear proposition     clarify                            propositionnow    bad proposition                    ...
how to get a group to make a complex decision                               like, say, agree on a value propositiongenerat...
encouraging explorationcreating structure for decision making       facilitating collaboration
creating sharable ideasfocusing work on the end user experience   minimum viable/desirable product
prioritising & communicating
thanks Gamestorming
our brand is the only ____________ that _____________       - Zag: The #1 Strategy of High Performance Brands, Marty Neume...
‘make mantra’ - Guy Kawasaki  Authentic Athletic Performance - Nike   Fun Family Entertainment - DisneyRewarding Everyday ...
experience strategy‘A star to sail your ship by’      - Jesse James Garrett
target audienceif you design for everyone, you design for no one.
target audience‘How can you deliver a unique value to meet an important     set of needs for an important set of customers...
business goals‘We never take our eyes off the business goals … design is an integral part of any successful business strat...
money questions you should be prepared to talk about. Revenue: How will this make money? How much will it make?      Reven...
2. customer experience framework    - experience map & touchpoints    - personas (UX & Marketing)    - KPIs & metrics    -...
http://www.servicedesigntools.org/tools/8
http://www.servicedesigntools.org/tools/8
journeys, touchpoints, important momentswork through them across all aspects of the experience (even if            you hav...
money in                         money out                    (aquisition)                       (churn)sales & promotion ...
how it helped                       - removing silos                - creating shared language                   - creatin...
personas
Designing for     About Face 3the Digital Age   Cooper, ReinmanKim Goodwin       & Cronin                   resources
Design Principlesbreaking down the experience strategy      into actionable guidelines
everyone should know the experience strategy & design principles  these are tools for the entire business not just the des...
3.   execute strategy in design     - prioritisation / methodology     - designing strategically     - measurement & evalu...
Prioritising strategically Use your strategic framework to help you work          out what to design/build first(what is m...
how to wireframe strategicallydefine audience   generate    synthesis &       evaluate &       make a     sketch the & pur...
strategic collaborative  wireframe outline
evaluating design (quality metrics) your strategic methodology means you know how to   measure if a page/interaction is wo...
facilitating change‘culture eat strategy for breakfast’ - Drucker
facilitating change         appeal to the elephant and the rider:                1. make change emotional               2....
appeal to the elephant
facilitating change         appeal to the elephant and the rider:                1. make change emotional               2....
focus on facilitation                 ‘with it’s focus on asking               instead of telling, listening &            ...
‘it’s simple, but it’s not easy’
‘a great way to get fired’
thank you & good luck       disambiguity.com   leisa.reichelt@gmail.com             @leisa
What did you think?Locate this session on the DCC website:http://chicago2011.drupal.org/sessionsClick the “Take the Survey...
From Usability to UX Strategy
From Usability to UX Strategy
From Usability to UX Strategy
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From Usability to UX Strategy

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A model for how User Experience people can engage more strategically with their organisation, and how we can be more strategic in the way we do UX

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  1. 1. From Usability to UX StrategyLeisa Reichelt
  2. 2. from usability to UX strategy Leisa Reichelt Drupalcon Chicago, March 2011
  3. 3. i asked for this talk to be in the business stream...
  4. 4. Business needs to get more from their UX team. UX has more to give.
  5. 5. This is about forging alliances
  6. 6. To know what a business is we have to start with itspurpose. Its purpose must lie outside of the business itself.In fact, it must lie in society, since business enterprise is an organ of society. There is only one valid definition of business purpose: to create a customer. - Peter Drucker, Management: Tasks, Responsibilities, Practice
  7. 7. What the customer thinks he or she is buying, what he or she considers value is decisive – it determines what a business is, what it produces, and whether it will prosper.And what the customer buys and considers value is never a product. It is always a utility – that is, what a product or service does for him or her. And what is value for the customer is anything but obvious. - Peter Drucker, Management: Tasks, Responsibilities, Practice
  8. 8. business strategy is UX strategy
  9. 9. Profit is not a cause but a result – the results of the performance of the business in marketing, innovation, productivity. It is a needed result, serving essentialeconomic functions. Profit is, first, the test of performance –the only effective test… Indeed, profit is a beautiful example of what engineers mean when they talk of feedback, or the self-regulation of a process by it’s own results. - Peter Drucker, Management: Tasks, Responsibilities, Practice
  10. 10. Harry Beckwith- Selling the Invisible why are companies terrified of a clear value propositionlook up the positioning quote from selling the invisible and put it here - the bit about saying what you are is saying what you’re not. - Harry Beckwith, Selling the Invisible
  11. 11. we UXers can help drive good decision making
  12. 12. we UXers can help drive good decision makingwe, UXers, need good decisions made to make good UX.
  13. 13. If you want to be a brand, you have to work from the inside out A great logo isn’t going to make a shitty product any less shitty, any more than a hard worker is going to make a bad boss a compelling leader.’ Christopher Simmons - http://www.aiga.org/content.cfm/what-design-cant-do
  14. 14. Facilitatorone who contributes structure and process to interactions so groups are able to function effectively and make high-quality decisions. A helper and enabler whose goal is to support others to achieve exceptional performance Facilitation at a Glance: Ingrid Bens
  15. 15. business strategy 1. value proposition - target audience - business model - experience strategy ux strategy 2. customer experience framework - experience map & touchpoints - personas (UX & Marketing) - KPIs & metricsiven - design principlesution strategy driven tactical execution 3. execute strategy in design - prioritisation / methodology - designing strategically - measurement & evaluation
  16. 16. 1. Business strategy value proposition - target audience - business model - experience strategy
  17. 17. anecdotal experience almost every client I’ve ever worked for who is seekinggreater market share has had no clear value proposition.
  18. 18. yay! unclear proposition clarify propositionnow bad proposition new proposition no proposition (eg. new company) new product?
  19. 19. how to get a group to make a complex decision like, say, agree on a value propositiongenerate synthesis & evaluate & make a clearly articulate ideas explore ideas prioritise ideas decision agreed value proposition ref: http://www.uie.com/articles/kj_technique/
  20. 20. encouraging explorationcreating structure for decision making facilitating collaboration
  21. 21. creating sharable ideasfocusing work on the end user experience minimum viable/desirable product
  22. 22. prioritising & communicating
  23. 23. thanks Gamestorming
  24. 24. our brand is the only ____________ that _____________ - Zag: The #1 Strategy of High Performance Brands, Marty Neumeier thanks Gamestorming
  25. 25. ‘make mantra’ - Guy Kawasaki Authentic Athletic Performance - Nike Fun Family Entertainment - DisneyRewarding Everyday Moments - Starbucks
  26. 26. experience strategy‘A star to sail your ship by’ - Jesse James Garrett
  27. 27. target audienceif you design for everyone, you design for no one.
  28. 28. target audience‘How can you deliver a unique value to meet an important set of needs for an important set of customers’ - Michael Porter, Business Strategy Guru
  29. 29. business goals‘We never take our eyes off the business goals … design is an integral part of any successful business strategy, and not an artistic ‘boutique’ profession’ - Hartmut Esslinger, Founder, frog design inc. (The Fine Line)
  30. 30. money questions you should be prepared to talk about. Revenue: How will this make money? How much will it make? Revenue: How much will we make per customer? (Customer Lifetime Value (CLV)) Cost: How much will this cost to make?Cost: How much will each customer cost to acquire and support? Profit: Will the revenue surpass the cost? (profit = revenue - cost of goods sold) Return on investment (is it worth the effort?) = (profit - investment) investment Different businesses use different calculations. If yours has one in place, find out what it is.
  31. 31. 2. customer experience framework - experience map & touchpoints - personas (UX & Marketing) - KPIs & metrics - design principles
  32. 32. http://www.servicedesigntools.org/tools/8
  33. 33. http://www.servicedesigntools.org/tools/8
  34. 34. journeys, touchpoints, important momentswork through them across all aspects of the experience (even if you have no control of many of them) collaborate across departments to create a sharedunderstanding of the customer experience and all touchpointsdesign a framework or model that works best for your company. integrate this model into the way the company works.
  35. 35. money in money out (aquisition) (churn)sales & promotion trial (meet initial need) expose to broader value/ range of services
  36. 36. how it helped - removing silos - creating shared language - creating shared focus - sharing learnings from insight/research activities (everyone knows more about customers without doing any more work!)- ability to see how work contributes to company success - ability to empathise with customer experience- ability to prioritise work to benefit company & customer - ability for UX to get in earlier and be more effective - ability to measure effectiveness of work commissioned based on acquisition and churn metrics - shift focus from quantity of work outputted to quality
  37. 37. personas
  38. 38. Designing for About Face 3the Digital Age Cooper, ReinmanKim Goodwin & Cronin resources
  39. 39. Design Principlesbreaking down the experience strategy into actionable guidelines
  40. 40. everyone should know the experience strategy & design principles these are tools for the entire business not just the designers communicate!
  41. 41. 3. execute strategy in design - prioritisation / methodology - designing strategically - measurement & evaluation
  42. 42. Prioritising strategically Use your strategic framework to help you work out what to design/build first(what is most aligned with the strategy, what will deliver the most value) This is particularly useful if you use an agile methodology
  43. 43. how to wireframe strategicallydefine audience generate synthesis & evaluate & make a sketch the & purpose of ideas explore ideas prioritise ideas decision wireframe interface
  44. 44. strategic collaborative wireframe outline
  45. 45. evaluating design (quality metrics) your strategic methodology means you know how to measure if a page/interaction is working or not.use your KPIs/metrics to continually measure how well your design is working. report on this. improve. use tools like A/B testing.
  46. 46. facilitating change‘culture eat strategy for breakfast’ - Drucker
  47. 47. facilitating change appeal to the elephant and the rider: 1. make change emotional 2. make the next action clear 3. change the environmentSwitch: How to change things when change is hard by Chip Heath and Dan Heath
  48. 48. appeal to the elephant
  49. 49. facilitating change appeal to the elephant and the rider: 1. make change emotional 2. make the next action clear 3. change the environmentSwitch: How to change things when change is hard by Chip Heath and Dan Heath
  50. 50. focus on facilitation ‘with it’s focus on asking instead of telling, listening & building consensus, facilitation is an essential skill for anyone working collaboratively with others’
  51. 51. ‘it’s simple, but it’s not easy’
  52. 52. ‘a great way to get fired’
  53. 53. thank you & good luck disambiguity.com leisa.reichelt@gmail.com @leisa
  54. 54. What did you think?Locate this session on the DCC website:http://chicago2011.drupal.org/sessionsClick the “Take the Survey” link.Thanks!
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