@JimKalbachPrincipal UX Designer CitrixThe Ask
circa 1886Scientific American Supplement, No. 530, February 27, 1886
[EASTMAN] recognized that his rollfilm could lead to a revolution if hefocused on the experience he wantedto deliver, an e...
Photographers
The Ask
Entrepreneurs
Who does Google ask us to become?
1010Kodak = Camera > PhotographerseBay = Trading Platform > EntrepreneursGoogle = Search Engine > Expert Researchers
Wierdo
SupersizeUnhealthy
1515Kodak = Camera > PhotographerseBay = Trading Platform > EntrepreneursGoogle = Search Engine > Expert Researchersbut…Se...
Lowering BarriersEnable what was previously out of reach.Types of barriers• Skill• Time• Access• Social• Wealth
Using “The Ask”1. Listen to clients talk about customers.2. Shift discussion with The Ask.3. Consider how to lower barrier...
http://taehok.com/night/?page_id=56
Where„s the vision?
Experience VisionIt’s our job to imagine the futureusers can’t possibly imagine.
MICHAEL SCHRAGEWho Do You Want Your Customers To Become?UX needs to revisit its fundamentals. Great UXdesign should not ju...
Who is M. Schrage asking UXdesigners to become?
Design experiencesDesign customers
Danke schön@JimKalbachjim.kalbach@gmail.com
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The Ask

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The Ask

  1. 1. @JimKalbachPrincipal UX Designer CitrixThe Ask
  2. 2. circa 1886Scientific American Supplement, No. 530, February 27, 1886
  3. 3. [EASTMAN] recognized that his rollfilm could lead to a revolution if hefocused on the experience he wantedto deliver, an experience captured inhis advertising slogan, “You pressthe button, we do the rest.”
  4. 4. Photographers
  5. 5. The Ask
  6. 6. Entrepreneurs
  7. 7. Who does Google ask us to become?
  8. 8. 1010Kodak = Camera > PhotographerseBay = Trading Platform > EntrepreneursGoogle = Search Engine > Expert Researchers
  9. 9. Wierdo
  10. 10. SupersizeUnhealthy
  11. 11. 1515Kodak = Camera > PhotographerseBay = Trading Platform > EntrepreneursGoogle = Search Engine > Expert Researchersbut…Segway = New Vehicle > Weirdo on ScooterSuper Size = Value for Money > Unhealthy person
  12. 12. Lowering BarriersEnable what was previously out of reach.Types of barriers• Skill• Time• Access• Social• Wealth
  13. 13. Using “The Ask”1. Listen to clients talk about customers.2. Shift discussion with The Ask.3. Consider how to lower barriers.4. Capture the vision of future customers.5. Work backwards from there.
  14. 14. http://taehok.com/night/?page_id=56
  15. 15. Where„s the vision?
  16. 16. Experience VisionIt’s our job to imagine the futureusers can’t possibly imagine.
  17. 17. MICHAEL SCHRAGEWho Do You Want Your Customers To Become?UX needs to revisit its fundamentals. Great UXdesign should not just focus on the challenge ofcreating better customer experiencesbut rise to the challenge ofcreating better customers.
  18. 18. Who is M. Schrage asking UXdesigners to become?
  19. 19. Design experiencesDesign customers
  20. 20. Danke schön@JimKalbachjim.kalbach@gmail.com

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