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StrategicUser Experience    Leisa Reichelt (@leisa)     UX Cambridge, 2011
is User Experienceyour passion?
to create an environment  where gooduser experience    can exist
If you want to be a brand, you have to work from the inside outA great logo isn’t going to make a shitty product any less ...
we need time
we need walls
we contact with ourcustomers
With respect to the definition  of business purpose and business mission, there is  only one such focus, one       startin...
What the customer thinks he or she is    buying, what he or she considersvalue is decisive – it determines what  a busines...
what are you  trying to achieve?     1. vision (business purpose)           business           strategy                   ...
a framework or methodologycannot replace     vision(and the guts to back it)
what are you  trying to achieve?     1. vision (business purpose)           business           strategy                   ...
thanks Gamestorming
our brand is the only ____________ that _____________       Zag: The #1 Strategy of High Performance Brands               ...
‘make mantra’ - Guy Kawasaki  Authentic Athletic Performance - Nike   Fun Family Entertainment - DisneyRewarding Everyday ...
what are you  trying to achieve?     1. vision (business purpose)           business           strategy                   ...
Harry Beckwith- Selling the Invisible  why are companies terrified of a clear value propositionlook up the positioning quo...
‘How can you deliver  a unique value to meet an important set of needs for an  important set of     customers’  - Michael ...
what are you  trying to achieve?     1. vision (business purpose)           business           strategy                   ...
An experience strategy is that collectionof activities that an organizationchooses to undertake to deliver a seriesof (pos...
‘you press the button,we do the rest’               via Peter Merholz
‘a star to sail your ship by’- Jesse James Garrett
key programs:Voice of the CustomerSingle View of the Customer
what are you  trying to achieve?     1. vision (business purpose)           business           strategy                   ...
what are you  trying to achieve?     1. vision (business purpose)           business           strategy                   ...
“user scented”or user centred
http://www.servicedesigntools.org/tools/8
http://www.servicedesigntools.org/tools/8
http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/
http://www.thosepeskyusers.com
http://www.shmula.com/dont-waste-the-customers-time/128/
Indi Young, Mental Models
what are you  trying to achieve?     1. vision (business purpose)           business           strategy                   ...
personas
what are you  trying to achieve?     1. vision (business purpose)           business           strategy                   ...
get the informationinto the world  - Don Norman, Living with Complexity
what are you  trying to achieve?     1. vision (business purpose)           business           strategy                   ...
what’smeasuredmatters.
what are you  trying to achieve?     1. vision (business purpose)           business           strategy                   ...
what are you  trying to achieve?     1. vision (business purpose)           business           strategy                   ...
strategic collaborative  wireframe outline
how to wireframe strategicallydefine audience   generate    synthesis &       evaluate &       make a     sketch the & pur...
what’syour role?
UX as Facilitator    “one who contributes structure and process to interactions so groups are able to function effectively...
no, but...
‘it’s simple,but it’s not easy’
‘a great wayto get fired’
thank you & good luck!        disambiguity.com    leisa.reichelt@gmail.com              @leisa
Strategic UX - UX Cambridge Nov 2011
Strategic UX - UX Cambridge Nov 2011
Strategic UX - UX Cambridge Nov 2011
Strategic UX - UX Cambridge Nov 2011
Strategic UX - UX Cambridge Nov 2011
Strategic UX - UX Cambridge Nov 2011
Strategic UX - UX Cambridge Nov 2011
Strategic UX - UX Cambridge Nov 2011
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Strategic UX - UX Cambridge Nov 2011

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Transcript of "Strategic UX - UX Cambridge Nov 2011"

  1. 1. StrategicUser Experience Leisa Reichelt (@leisa) UX Cambridge, 2011
  2. 2. is User Experienceyour passion?
  3. 3. to create an environment where gooduser experience can exist
  4. 4. If you want to be a brand, you have to work from the inside outA 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
  5. 5. we need time
  6. 6. we need walls
  7. 7. we contact with ourcustomers
  8. 8. With respect to the definition of business purpose and business mission, there is only one such focus, one starting point. It is the customer. The customer defines the business. - Peter Drucker, Management: Tasks, Responsibilities, Practice
  9. 9. What the customer thinks he or she is buying, what he or she considersvalue is decisive – it determines what a business is, what it produces, andwhether it will prosper. And what the customer buys and considers value isnever a product. It is always a utility –that is, what a product or service does for him or her. And what is value forthe customer is anything but obvious. - Peter Drucker, Management: Tasks, Responsibilities, Practice
  10. 10. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audiencewhat’s customer experience theplan? business model customer 3. customer journey/value map experience personas strategy design principlestactics: KPIs & metricshow do weexecute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
  11. 11. a framework or methodologycannot replace vision(and the guts to back it)
  12. 12. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition customer experiencewhat’s target audience theplan? business model customer 3. customer journey/value map experience personas strategy design principlestactics: KPIs & metricshow do weexecute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
  13. 13. thanks Gamestorming
  14. 14. our brand is the only ____________ that _____________ Zag: The #1 Strategy of High Performance Brands Marty Neumeier
  15. 15. ‘make mantra’ - Guy Kawasaki Authentic Athletic Performance - Nike Fun Family Entertainment - DisneyRewarding Everyday Moments - Starbucks
  16. 16. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audiencewhat’s experience strategy theplan? business model customer 3. customer journey/value map experience personas strategy design principlestactics: KPIs & metricshow do weexecute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
  17. 17. 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
  18. 18. ‘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
  19. 19. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audiencewhat’s experience strategy theplan? business model customer 3. customer journey/value map experience personas strategy design principlestactics: KPIs & metricshow do weexecute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
  20. 20. An experience strategy is that collectionof activities that an organizationchooses to undertake to deliver a seriesof (positive, exceptional) interactionswhich, when taken together, constitutean (product or service) offering that issuperior in some meaningful, hard-to-replicate way; that is unique, distinct &distinguishable from that available froma competitor.- Steve Baty http://johnnyholland.org/2009/06/04/what-is-an-experience-strategy/
  21. 21. ‘you press the button,we do the rest’ via Peter Merholz
  22. 22. ‘a star to sail your ship by’- Jesse James Garrett
  23. 23. key programs:Voice of the CustomerSingle View of the Customer
  24. 24. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audiencewhat’s experience strategy theplan? business model customer 3. customer journey/value map experience personas strategy design principlestactics: KPIs & metricshow do weexecute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
  25. 25. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audiencewhat’s experience strategy theplan? business model customer 3. customer journey/value map experience personas strategy design principlestactics: KPIs & metricshow do weexecute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
  26. 26. “user scented”or user centred
  27. 27. http://www.servicedesigntools.org/tools/8
  28. 28. http://www.servicedesigntools.org/tools/8
  29. 29. http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/
  30. 30. http://www.thosepeskyusers.com
  31. 31. http://www.shmula.com/dont-waste-the-customers-time/128/
  32. 32. Indi Young, Mental Models
  33. 33. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audiencewhat’s experience strategy theplan? business model customer 3. customer journey/value map experience personas strategy design principlestactics: KPIs & metricshow do weexecute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
  34. 34. personas
  35. 35. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audiencewhat’s experience strategy theplan? business model customer 3. customer journey/value map experience personas strategy design principlestactics: KPIs & metricshow do weexecute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
  36. 36. get the informationinto the world - Don Norman, Living with Complexity
  37. 37. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audiencewhat’s experience strategy theplan? business model customer 3. customer journey/value map experience personas strategy design principlestactics:how do KPIs & Metrics weexecute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
  38. 38. what’smeasuredmatters.
  39. 39. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audiencewhat’s experience strategy theplan? business model customer 3. customer journey/value map experience personas strategy design principlestactics:how do KPIs & Metrics weexecute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
  40. 40. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audiencewhat’s experience strategy theplan? business model customer 3. customer journey/value map experience personas strategy design principlestactics:how do KPIs & Metrics weexecute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
  41. 41. strategic collaborative wireframe outline
  42. 42. how to wireframe strategicallydefine audience generate synthesis & evaluate & make a sketch the & purpose of ideas explore ideas prioritise ideas decision wireframe interface
  43. 43. what’syour role?
  44. 44. UX as Facilitator “one 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
  45. 45. no, but...
  46. 46. ‘it’s simple,but it’s not easy’
  47. 47. ‘a great wayto get fired’
  48. 48. thank you & good luck! disambiguity.com leisa.reichelt@gmail.com @leisa
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