Strategic UX - UX People
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
2,755
On Slideshare
2,680
From Embeds
75
Number of Embeds
9

Actions

Shares
Downloads
78
Comments
1
Likes
15

Embeds 75

http://lanyrd.com 54
http://www.pinterest.com 7
http://a0.twimg.com 3
http://pinterest.com 3
http://paper.li 2
http://www.linkedin.com 2
https://www.linkedin.com 2
http://twitter.com 1
https://twitter.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. StrategicUser Experience Leisa Reichelt (@leisa) UX People, 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. “a community of purpose” Gary Hemel
  • 34. 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
  • 35. personas
  • 36. 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
  • 37. get the informationinto the world - Don Norman, Living with Complexity
  • 38. 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
  • 39. what’smeasuredmatters.
  • 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. 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
  • 42. strategic collaborative wireframe outline
  • 43. how to wireframe strategicallydefine audience generate synthesis & evaluate & make a sketch the & purpose of ideas explore ideas prioritise ideas decision wireframe interface
  • 44. what’syour role?
  • 45. 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
  • 46. no, but...
  • 47. ‘it’s simple,but it’s not easy’
  • 48. ‘a great wayto get fired’
  • 49. thank you & good luck! disambiguity.com leisa.reichelt@gmail.com @leisa