Strategic UX - UX Cambridge Nov 2011
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Strategic UX - UX Cambridge Nov 2011 Presentation Transcript

  • 1. StrategicUser Experience Leisa Reichelt (@leisa) UX Cambridge, 2011
  • 2. is User Experienceyour passion?
  • 3. to create an environment where gooduser experience can exist
  • 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. we need time
  • 6. we need walls
  • 7. we contact with ourcustomers
  • 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. 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. 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. a framework or methodologycannot replace vision(and the guts to back it)
  • 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. thanks Gamestorming
  • 14. our brand is the only ____________ that _____________ Zag: The #1 Strategy of High Performance Brands Marty Neumeier
  • 15. ‘make mantra’ - Guy Kawasaki Authentic Athletic Performance - Nike Fun Family Entertainment - DisneyRewarding Everyday Moments - Starbucks
  • 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. 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. ‘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. 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. 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. ‘you press the button,we do the rest’ via Peter Merholz
  • 22. ‘a star to sail your ship by’- Jesse James Garrett
  • 23. key programs:Voice of the CustomerSingle View of the Customer
  • 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. 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. “user scented”or user centred
  • 27. http://www.servicedesigntools.org/tools/8
  • 28. http://www.servicedesigntools.org/tools/8
  • 29. http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/
  • 30. http://www.thosepeskyusers.com
  • 31. http://www.shmula.com/dont-waste-the-customers-time/128/
  • 32. Indi Young, Mental Models
  • 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. personas
  • 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. get the informationinto the world - Don Norman, Living with Complexity
  • 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. what’smeasuredmatters.
  • 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. 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. strategic collaborative wireframe outline
  • 42. how to wireframe strategicallydefine audience generate synthesis & evaluate & make a sketch the & purpose of ideas explore ideas prioritise ideas decision wireframe interface
  • 43. what’syour role?
  • 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. no, but...
  • 46. ‘it’s simple,but it’s not easy’
  • 47. ‘a great wayto get fired’
  • 48. thank you & good luck! disambiguity.com leisa.reichelt@gmail.com @leisa