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Strategic UX Workshop - UX Bristol

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1hr workshop presented at UX Bristol in July 2011

1hr workshop presented at UX Bristol in July 2011

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  • Full Name Full Name Comment goes here.
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  • Hyperbole aside, it's a point well taken, and I'm glad to see you are getting air play with this useful material. UX Strategy is a theme whose time has come.
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  • hi, thanks :)

    yeah, I agree with your point re: business strategy is ux strategy' - that slide doesn't really reflect the point that I was making in the workshop at this point which was to build an argument that business strategy and ux strategy have a lot of common interests. It wasn't my intention to suggest that they were synonymous tho I can see how you'd think that from the slide alone. Good pick up.
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  • Hey Leisa,

    I really like your prez. Thanks for sharing it! I'm going to surface it to the UX Strategy and Planning group on LinkedIn to see what others think. The only thing I don't agree with is 'business strategy is UX strategy.' I often work with business strategists to formulate UX strategy, and our tasks and deliverables are interconnected, but very distinct. The business strategist would get fired if she produced what I produce, and vice versa.

    /pb
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    Strategic UX Workshop - UX Bristol Strategic UX Workshop - UX Bristol Presentation Transcript

    • Strategic User Experience Leisa Reichelt UX Bristol, July 2011
    • 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
    • To know what a business is we have to start with itspurpose. Its purpose must lie outside of the business itself.In fact, it must lie in society, since business enterprise is an organ of society. There is only one valid definition of business purpose: to create a customer. - Peter Drucker, Management: Tasks, Responsibilities, Practice
    • 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
    • business strategy is UX strategy
    • 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
    • what are youtrying to achieve? 1. mission (business purpose) business 2. business strategy strategy - value proposition (competitive advantage) - experience strategywhat’s the - target audienceplan? - business model 3. customer experience strategy ux strategy - experience map & touchpoints - personas - design principleshow do - KPIs & metrics weexecute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
    • what are youtrying to achieve? 1. mission (business purpose) business 2. business strategy strategy - value proposition (competitive advantage) - experience strategywhat’s the - target audienceplan? - business model 3. customer experience strategy ux strategy - experience map & touchpoints - personas - design principleshow do - KPIs & metrics weexecute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
    • thanks Gamestorming2. business strategy (value proposition)
    • our brand is the only ____________ that _____________ Zag: The #1 Strategy of High Performance Brands Marty Neumeier2. business strategy (value proposition)
    • ‘make mantra’ - Guy Kawasaki Authentic Athletic Performance - Nike Fun Family Entertainment - Disney Rewarding Everyday Moments - Starbucks2. business strategy (value proposition)
    • what are youtrying to achieve? 1. mission (business purpose) business 2. business strategy strategy - value proposition - experience strategywhat’s the - target audienceplan? - business model 3. customer experience strategy ux strategy - experience map & touchpoints - personas - design principleshow do - KPIs & metrics weexecute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
    • 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 Invisible2. business strategy (target audience)
    • ‘How can you deliver a unique value to meet an important set of needs for an important set of customers’ - Michael Porter, Business Strategy Guru2. business strategy (target audience)
    • if you design for everyone, you design for no one.2. business strategy (target audience)
    • what are youtrying to achieve? 1. mission (business purpose) 2. business strategy business - value proposition strategy - experience strategy - product descriptionwhat’s the - target audienceplan? - business model 3. customer experience strategy ux strategy - experience map & touch points - personas - design principleshow do - KPIs & metrics weexecute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
    • 3. customer experience strategy (experience map)
    • http://www.servicedesigntools.org/tools/83. customer experience strategy (experience map)
    • http://www.servicedesigntools.org/tools/83. customer experience strategy (experience map)
    • what are youtrying to achieve? 1. mission (business purpose) business 2. business strategy strategy - value proposition - experience strategywhat’s - target audience theplan? - business model 3. customer experience strategy ux strategy - experience map & touchpoints - personas - design principleshow do - KPIs & metrics weexecute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
    • personas
    • what are youtrying to achieve? 1. mission (business purpose) business 2. business strategy strategy - value proposition - experience strategywhat’s - target audience the - business modelplan? 3. customer experience strategy ux strategy - experience map & touchpoints - personas - design principleshow do - KPIs & metrics weexecute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
    • get the information into the world - Don Norman, Living with Complexity
    • how to get a group to make a complex decision like, say, agree on a value proposition or a wireframegenerate synthesis & evaluate & make a clearly articulate ideas explore ideas prioritise ideas decision agreed value proposition ref: http://www.uie.com/articles/kj_technique/
    • how to wireframe strategicallydefine audience generate synthesis & evaluate & make a sketch the & purpose of ideas explore ideas prioritise ideas decision wireframe interface
    • strategic collaborative wireframe outline
    • ‘it’s simple, but it’s not easy’
    • ‘a great way to get fired’
    • thank you & good luck disambiguity.com leisa.reichelt@gmail.com @leisa