Love in an elevator
                   UX as business strategy
Stephen Collins
acidlabs
Who am I?
WARNING!
I’m not here to give
    you answers
But I am here to get
     you to think
Not long ago, I
heard this in a key
project meeting...
“You guys are here.
 With UAT. Right?”
This project is worth millions
  of dollars and governs
   things that happen in
       people’s lives!
No. We’re bloody not!
Done properly...
UX should be a
          strategic
    discipline that
touches all points
  and all layers of
           business
I’m sure we’ve all seen this




                     http://jjg.net/elements/
Largely, business doesn’t
   “get” what we do
We’re “arty”
Weird
Right-brained
We don’t fit in
Things I’ve
    heard
 about UX
“UX is no different to BA.”
“You’re just a roadblock.”
“You never have good news.”
Is your UX
strategy right?
Does business
 understand what
you want to do for
  them and why?
We often don’t explain
UX very well
Um... Well...
   It’s like a...
     Y’know...
        Thing...
 About users.
And it makes
  your stuff...
         Better!
Strategy redux:
   UX should be a
          strategic
    discipline that
touches all points
  and all layers of
         ...
User strategy




                http://flickr.com/photos/shawdm/820926627/
What is the user
expectation for
 your product?
Are you credible?
Or not?
User needs considered?
Do user needs drive the IA?
Or is IA driven by
something else?
Do you even know?
Business strategy
What’s it supposed to do?
Why?
What problem are
you trying to solve?
Are features
driven by user
and business
    needs?
Are business
       goals
 influencing
   “brand”?
How do
business goals
     influence
         design
     strategy?
Truth and consequences
Non-strategic
business gets
downsized or
  vanishes
The almighty dollar
Solve problems
early and cheaply
Measure. Measure. Measure.
UX as change agent
Relationships
Business
Community
Karma
Imagine

          http://www.flickr.com/photos/midnight_trucker/376653652/
Licensing




  http://creativecommons.org/licenses/by-nc-sa/3.0/




http://www.slideshare.net/trib
Like the cool pictures?
iStockphoto.com, LuckyOliver.com and Flickr
Stephen Collins

                  trib@acidlabs.org
                      skype: trib22
                    +61 410 68072...
Love In An Elevator - UX as business strategy
Love In An Elevator - UX as business strategy
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Love In An Elevator - UX as business strategy

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My presentation from the Oz-IA 2007 conference (http://www.oz-ia.org/). The focus is that UX practitioners need to think about and deliver UX messages in terms of business and user strategy.
Touches on several social media topics including community building, collaboration, etc. Full speaker notes below. Audio to come.

Slide 1 - Today I’m actually not going to actually talk to you about IA or UX as such. I’m going to talk to you about frustration, about people, about business, about communities. I’m going to talk about how you can talk to the businesses you work with about UX, especially when they apparently don’t “get” what you’re on about when you speak with them about your work.
Slide 2 - So, why “Love in an Elevator” (http://en.wikipedia.org/wiki/Love_in_an_Elevator)? Well, I’m not talking about these guys, who certainly do deliver a user experience, but not the sort we’re talking about today. What I AM talking about is your elevator pitch for the strategy you’re bringing to your client or organisation from a UX point of view.
Slide 3 - So, who am I?
A little about me.
I’ve worked in the web industry for around 12 years.
I’ve done web apps development, business analysis, project management and even network security in the past.
These days I run acidlabs. It’s an independent consultancy that works with people and organisations on building collaborative communities around information and knowledge sharing, web strategy and social computing evangelism - particularly in a business context. And, relevant to today, I also does user experience and information architecture work.
Slide 4 - Now, before we get into this, a word of warning.
Slide 5 - I’ve got, what, 45 minutes to talk to you today? And there needs to be gossip time at the end. So by NO MEANS is my intention today to give you any ACTUAL ANSWERS as to what your UX strategic approach should be.
Slide 6 - That said, what I DO WANT TO DO is get you thinking. How many of you here are responsible for communicating UX strategy to clients - whether those clients are the organisation that employs you, or you’re contracting or consulting? I know there are a few of you here - Shane (http://blogs.msdn.com/shanemo/default.aspx), Matthew (http://magia3e.wordpress.com/), Andrew (http://facibusreviews.com/blog/), Stephen, Donna (http://www.maadmob.net/donna/blog/). Me, when anyone will listen.
How many of you are NOT doing that work? Why not? Do you not care enough about what you do? “It’s not my job” is NOT AN EXCUSE OR A REASON for this.
I actually think it’s CRITICAL that no matter where you sit in the UX process or pecking order, you should be taking a BIGGER PICTURE look at your work and asking yourself what it’s really about. I don’t think you can really do the best job possible unless this is your mindset.
Slide 7 - So, what prompted me to pick this subject to speak on? Well, I was in a meeting not all that long ago - we were talking with a PM, a couple of platform techs, some BAs and I heard this...
Slide 8 - Take that in for a moment...
Slide 9 - Language warning here, but “What the fuck?”
Slide 10 - Now, here’s the thing. This isn’t a lightweight project. It’s a major effort that actually has a very significant budget and potentially affects the lives (in REAL, life and death terms) of people. Yet, the non-UX people on this project have no idea what we do nor how it fits into the work that they do.
Slide 11 - So, NO, UX is ABSOLUTELY NOT “here with UAT”. But that issue, or similar issues that I’ll discuss shortly, is something that in very many places forces UX into a place where it’s just unable to deliver real value.
Slide 12 - Of course, there is an alternative. UX can be done well, and it can be done strategically.
Slide 13 - In my ideal world, and I don’t think I’m talking pie in the sky, UX touches business (in a good way) across the board. It comes on to the project RIGHT AT THE

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Love In An Elevator - UX as business strategy

  1. Love in an elevator UX as business strategy Stephen Collins acidlabs
  2. Who am I?
  3. WARNING!
  4. I’m not here to give you answers
  5. But I am here to get you to think
  6. Not long ago, I heard this in a key project meeting...
  7. “You guys are here. With UAT. Right?”
  8. This project is worth millions of dollars and governs things that happen in people’s lives!
  9. No. We’re bloody not!
  10. Done properly...
  11. UX should be a strategic discipline that touches all points and all layers of business
  12. I’m sure we’ve all seen this http://jjg.net/elements/
  13. Largely, business doesn’t “get” what we do
  14. We’re “arty”
  15. Weird
  16. Right-brained
  17. We don’t fit in
  18. Things I’ve heard about UX
  19. “UX is no different to BA.”
  20. “You’re just a roadblock.”
  21. “You never have good news.”
  22. Is your UX strategy right?
  23. Does business understand what you want to do for them and why?
  24. We often don’t explain UX very well
  25. Um... Well... It’s like a... Y’know... Thing... About users. And it makes your stuff... Better!
  26. Strategy redux: UX should be a strategic discipline that touches all points and all layers of business
  27. User strategy http://flickr.com/photos/shawdm/820926627/
  28. What is the user expectation for your product?
  29. Are you credible?
  30. Or not?
  31. User needs considered?
  32. Do user needs drive the IA?
  33. Or is IA driven by something else?
  34. Do you even know?
  35. Business strategy
  36. What’s it supposed to do?
  37. Why?
  38. What problem are you trying to solve?
  39. Are features driven by user and business needs?
  40. Are business goals influencing “brand”?
  41. How do business goals influence design strategy?
  42. Truth and consequences
  43. Non-strategic business gets downsized or vanishes
  44. The almighty dollar
  45. Solve problems early and cheaply
  46. Measure. Measure. Measure.
  47. UX as change agent
  48. Relationships
  49. Business
  50. Community
  51. Karma
  52. Imagine http://www.flickr.com/photos/midnight_trucker/376653652/
  53. Licensing http://creativecommons.org/licenses/by-nc-sa/3.0/ http://www.slideshare.net/trib
  54. Like the cool pictures? iStockphoto.com, LuckyOliver.com and Flickr
  55. Stephen Collins trib@acidlabs.org skype: trib22 +61 410 680722 www.acidlabs.org twitter.com/trib www.linkedin.com/in/stephencollins http://www.facebook.com/profile.php?id=692035946 strategies, tools and processes to empower knowledge workers

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