Strategic UX - UX Cambridge Nov 2011

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 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

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 starting point. It is the customer. The customer defines the business. - Peter Drucker, Management: Tasks, Responsibilities, Practice

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

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

a framework or methodologycannot replace vision(and the guts to back it)

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

thanks Gamestorming

our brand is the only ____________ that _____________ Zag: The #1 Strategy of High Performance Brands Marty Neumeier

‘make mantra’ - Guy Kawasaki Authentic Athletic Performance - Nike Fun Family Entertainment - DisneyRewarding Everyday Moments - Starbucks

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

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

‘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

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/

‘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

“user scented”or user centred

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

personas

get the informationinto the world - Don Norman, Living with Complexity

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

what’smeasuredmatters.

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

strategic collaborative wireframe outline

how to wireframe strategicallydefine audience generate synthesis & evaluate & make a sketch the & purpose of ideas explore ideas prioritise ideas decision wireframe interface

what’syour role?

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

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

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Strategic UX - UX Cambridge Nov 2011

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