Strategic UX - UX People

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Strategic UX - UX People

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

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