3. to create an
environment
where good
user experience
can exist
4. 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
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 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
10. what are you
trying to achieve? 1. vision (business purpose)
business
strategy
2. business strategy
value proposition
target audience
what’s customer experience
the
plan? business model
customer
3. customer journey/value map
experience personas
strategy
design principles
tactics: KPIs & metrics
how do
we
execute
the
4. prioritisation
plan? strategy led design
strategy driven
tactical execution design evaluation
methodology
11. a framework or
methodology
cannot 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 experience
what’s target audience
the
plan? business model
customer
3. customer journey/value map
experience personas
strategy
design principles
tactics: KPIs & metrics
how do
we
execute
the
4. prioritisation
plan? strategy led design
strategy driven
tactical execution design evaluation
methodology
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 - Disney
Rewarding Everyday Moments - Starbucks
16. what are you
trying to achieve? 1. vision (business purpose)
business
strategy
2. business strategy
value proposition
target audience
what’s experience strategy
the
plan? business model
customer
3. customer journey/value map
experience personas
strategy
design principles
tactics: KPIs & metrics
how do
we
execute
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 proposition
look 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 audience
what’s experience strategy
the
plan? business model
customer
3. customer journey/value map
experience personas
strategy
design principles
tactics: KPIs & metrics
how do
we
execute
the
4. prioritisation
plan? strategy led design
strategy driven
tactical execution design evaluation
methodology
20. An experience strategy is that collection
of activities that an organization
chooses to undertake to deliver a series
of (positive, exceptional) interactions
which, when taken together, constitute
an (product or service) offering that is
superior in some meaningful, hard-to-
replicate way; that is unique, distinct &
distinguishable from that available from
a 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
26. what are you
trying to achieve? 1. vision (business purpose)
business
strategy
2. business strategy
value proposition
target audience
what’s experience strategy
the
plan? business model
customer
3. customer journey/value map
experience personas
strategy
design principles
tactics: KPIs & metrics
how do
we
execute
the
4. prioritisation
plan? strategy led design
strategy driven
tactical execution design evaluation
methodology
27. what are you
trying to achieve? 1. vision (business purpose)
business
strategy
2. business strategy
value proposition
target audience
what’s experience strategy
the
plan? business model
customer
3. customer journey/value map
experience personas
strategy
design principles
tactics: KPIs & metrics
how do
we
execute
the
4. prioritisation
plan? strategy led design
strategy driven
tactical execution design evaluation
methodology
41. what are you
trying to achieve? 1. vision (business purpose)
business
strategy
2. business strategy
value proposition
target audience
what’s experience strategy
the
plan? business model
customer
3. customer journey/value map
experience personas
strategy
design principles
tactics: KPIs & metrics
how do
we
execute
the
4. prioritisation
plan? strategy led design
strategy driven
tactical execution design evaluation
methodology
43. what are you
trying to achieve? 1. vision (business purpose)
business
strategy
2. business strategy
value proposition
target audience
what’s experience strategy
the
plan? business model
customer
3. customer journey/value map
experience personas
strategy
design principles
tactics: KPIs & metrics
how do
we
execute
the
4. prioritisation
plan? strategy led design
strategy driven
tactical execution design evaluation
methodology
46. what are you
trying to achieve? 1. vision (business purpose)
business
strategy
2. business strategy
value proposition
target audience
what’s experience strategy
the
plan? business model
customer
3. customer journey/value map
experience personas
strategy
design principles
tactics:
how do KPIs & Metrics
we
execute
the
4. prioritisation
plan? strategy led design
strategy driven
tactical execution design evaluation
methodology
48. what are you
trying to achieve? 1. vision (business purpose)
business
strategy
2. business strategy
value proposition
target audience
what’s experience strategy
the
plan? business model
customer
3. customer journey/value map
experience personas
strategy
design principles
tactics:
how do KPIs & Metrics
we
execute
the
4. prioritisation
plan? strategy led design
strategy driven
tactical execution design evaluation
methodology
49. what are you
trying to achieve? 1. vision (business purpose)
business
strategy
2. business strategy
value proposition
target audience
what’s experience strategy
the
plan? business model
customer
3. customer journey/value map
experience personas
strategy
design principles
tactics:
how do KPIs & Metrics
we
execute
the
4. prioritisation
plan?
strategy led design
strategy driven
tactical execution design evaluation
methodology
51. how to wireframe strategically
define audience generate synthesis & evaluate & make a sketch the
& purpose of ideas explore ideas prioritise ideas decision wireframe
interface
53. 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
