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Strategy and the
UX Strategy Blueprint
@JimKalbach
AGENDA
• Understanding strategy & UX Strategy
• Blueprint Exercise & discussion
• Break
• Facilitating strategy
• Planning...
What is strategy?
“Air Sandwich“
A strategy is a set of hypotheses
about cause and effect….and
can be expressed by a sequence
of if-then sta...
“Air Sandwich“
A good strategy honestly
acknowledges the challenges
being faced and provides an
approach to overcoming the...
“Air Sandwich“
At general management’s core is
strategy: defining a company’s position,
making trade-offs, and forging fit...
Austin Govella, www.agux.co
Building strategy is a
creative exercise to design
a way of overcoming your
key challenges to reach a
desired outcome with...
So, what the heck is UX strategy?
HIERARCHY OF STRATEGY
Corporate
Strategy
Brand
Strategy
Product
Strategy
UX
Strategy
As strategy cascades down, its
specif...
UX STRATEGY
UX strategy helps the business solve
its problems through an interlocking
set of choices that coordinates UX
a...
Analysis
Planning
Analysis
STRATEGY
Planning
What are some types of activities you
might perform for strategic analysis?
EXERCISE: STRATEGIC ANALYSIS
1. Business Strategy
2. Competitive Benchmarking
3. Web Analytics
4. Behavioral Segmentation, or Personas, and Usage Scena...
Analysis
STRATEGY
Planning
CORE ELEMENTS OF STRATEGY
5 Ps OF STRATEGY
1. Pattern – Trends from the past
2. Position – Desired outcome
3. Perspective – Philosophy of working
4....
1. What's your winning aspiration?
2. Where will you play?
3. How will you win?
4. What capabilities are needed?
5. How wi...
LAFLEY & MARTIN MINTZBERG KEY QUESTIONS
Pattern What challenges motivate action?
Aspiration Position What are your aspirat...
Aspiration
Principles
Focus
Activities
Outcomes
Challenges
Analysis
STRATEGY
Planning
Analysis
Planning
Blueprint
STRATEGY BLUEPRINT
www.experiencinginformation.com
ELEMENT BUSINESS STRATEGY
Challenges
Losing customers and revenue due to
disruption and slipping market relevance
Aspirati...
Ethnography
Workflow
models,
touchpoint
maps
Guidelines and
governance
Enable users to
be discoverers
of scientific
breakt...
Will Miner,
Director of UX
2U Inc
George Kordas
Desired
experience and
impact on
users’ lives
Experience
Coherency
Modernization
Innovation
Individuals
Adoption
Engagement
Persuasion
Friction
Process (internal)
Effic...
ASPIRATION: CUSTOMER IMPERATIVES
Make it immediately
understandable. I want to
just “get” it and know why
it’s valuable to...
1. USERS
Segments
Needs, behaviors
Workflows
Skill levels: average vs extreme users
2. GEOGRAPHY
Countries
Languages
Cultu...
PRINCIPLES
• Single words or short phase
• Imperatives to the team
• Easy to remember and repeat
• Pneumonics
What mantras...
EXAMPLE: MILITARY
EXAMPLE: GOOGLE CALENDAR
• Visually appealing
• Make it a joy
• Add info fast
• Go with the flow
• Show big picture
EXAMPLE
What are the TYPES of tasks you will carry out?
• Ethnography
• Personas
• Journey mapping
• Wireframing
• Prototyping
• D...
EXAMPLE OUTCOMES
• Deliver a high quality user experience that:
• Improves customer satisfaction by 25%
• Increases active...
EXERCISE – DEFINE CORE UX STRATEGY
In groups
1. Refer to the scenario of the business strategy
2. On the UX Strategy Bluep...
HIERARCHY OF STRATEGY
Corporate
Strategy
Brand
Strategy
Product
Strategy
UX
Strategy
As strategy cascades down, its
specif...
EXERCISE – DEFINE CORE UX STRATEGY
In groups
1. Refer to the scenario of the business strategy
2. On the UX Strategy Bluep...
EXISTING NEW
EXISTINGNEW
Penetration Innovation
Expansion Diversification
MARKET
OFFERING
Ansoff Matrix
1. TYPES OF GROWTH
EXISTING NEW
EXISTINGNEW
TYPES OF UX STRATEGY
Optimization
(penetration)
Migration
(innovation)
Adaptation
(expansion)
Int...
1.
Challenges
2
Aspiration
3.
Focus Areas
4.
Principles
5.
Activities
6.
Outcomes
Optimization
Migration
Adaptation
Innova...
FACILITATING STRATEGY
STRATEGIC CONVERSATIONS
ENGAGE
The Ask
CHALLENGES: SAILBOAT
What’s holding
us back now?
What would
make us go
faster?
What might
get in our way
ahead?
FOCUS AREAS: WHAT‘S ON YOUR RADAR?
1. Define the key areas of
concern, e.g., experiences
or customers
2. Brainstorm exampl...
PRINCIPLES: 4 Ps
In marketing, the 4 Ps describe the key factors to consider
• Product
• Price
• Promotion
• Place (distri...
ACTIVITIES: METHOD CARDS
Methodkit.com
OUTCOMES: PIRATE METRICS
Acquisition Activation Retention Referral Revenue
1. Brainstorm each
individually
2. Consolidate ...
FOCUS AREAS: WHAT‘S ON YOUR RADAR?
1. Define the key areas of
concern, e.g., experiences
or customers
2. Brainstorm exampl...
ASPIRATIONS
The Ask
[EASTMAN] recognized that his roll film could lead to a
revolution if he focused on the experience he wanted to
deliver, a...
PHOTOGRAPHERS
THE ASK
Solutions that merely please, serve, meet
the needs/specs, or delight customers don’t
go far enough. They represen...
ENTREPRENEURS
Who does Google ask us to become?
Kodak = Camera > Photographers
eBay = Trading Platform > Entrepreneurs
Google = Search Engine > Expert Researchers
WIERDO
Supersize
UNHEALTHY
Kodak = Camera > Photographers
eBay = Trading Platform > Entrepreneurs
Google = Search Engine > Expert Researchers
but…
Se...
George Kordas
PLANNING
What are some types of planning you might
perform as output of a UX strategy?
What are some specific examples of each?
EXE...
PRIORITIZATION
Effort
EASY
HARD
Impact
LOW HIGH
Do these
first
Do these
last
Do these
second
Do these
third
PRIORITIZATION: KANO
RIVER DIAGRAM
Sequence of event, not a project plan.
Not a project plan (yet)
PROCESS
UX PLAYBOOK
What types of information go into a UX playbook?
What would a table of contents look like for your
UX playbook?
UX PLAYBOOK
IBM DESIGN STRATEGY
PLAYBOOK
• Strategy: Challenges, Aspirations, Principles, Focus, Outcomes
• Activities for UX
• Process, rules of engageme...
COMMUNICATING STRATEGY
“Defining strategy as intended and conceiving it as
deliberate, as has traditionally been done, effectively
precludes the ...
“Air Sandwich“
Everyone has a plan until you get
punched in the mouth.
MIKE TYSON
STAYING ON TRACK
It’s a dirty little secret: most executives cannot articulate the
objective, scope, and advantage of their business in a
s...
Strategy is about telling a persuasive story.
If your product team isn’t first
aligned around a well-defined story—
that is, if the people who prioritize
your feature b...
1. Discuss
2. Diagram
3. Document
4. Illustrate
Multiple forms and repetition are essential
COMMUNICATING STRATEGY
• Workshops with mix of stakeholders
• Conduct planned exercises
• Lead discussions and make decisions
1. DISCUSS
2. DIAGRAM
G2W = G2M,
people don‘t
know what
broadcasting is
Make attendee
experience
awesome
Awareness,
education,
socialize
Custome...
Compile and document elements (~2 pages)
3. DOCUMENT
3. DOCUMENT
ANALYSIS
Analysis
STRATEGY
Planning
What are some types of activities you
might perform for strategic analysis?
EXERCISE 6: STRATEGIC ANALYSIS
1. Business Strategy
2. Competitive Benchmarking
3. Web Analytics
4. Behavioral Segmentation, or Personas, and Usage Scena...
1. Ansoff Matrix
2. Business Model Canvas
3. Experience Mapping
4. Strategy Canvas
5. Concept Diagrams
6. Activity Maps
7....
EXISTING NEW
EXISTINGNEW
Penetration Innovation
Expansion Diversification
MARKET
OFFERING
Ansoff Matrix
1. TYPES OF GROWTH
EXISTING NEW
EXISTINGNEW
TYPES OF UX STRATEGY
Optimization
(penetration)
Migration
(innovation)
Adaptation
(expansion)
Int...
1.
Challenges
2
Aspiration
3.
Focus Areas
4.
Principles
5.
Activities
6.
Outcomes
Optimization
Migration
Adaptation
Innova...
2. BUSINESS MODEL CANVAS
3. MAPPING EXPERIENCES
Individuals
Organization
Value
Individual
Organization
Interactions
CUSTOMER JOURNEY MAP
SERVICE BLUEPRINT
EXPERIENCE MAP
Individual
Organization
Interactions
Author Involvement Levels
IDENTIFY OPPORTUNITIES
PLAYBOOK
Detail each one of the
activities in a playbook
for repeating, consistent
action.
Create artifacts that embody key elements of your strategy
• Prototypes
• Scenarios
• Storyboards
• Videos
4. ILLUSTRATE
EXAMPLE STORYBOARD
EXAMPLE STORYBOARD
On a single piece of paper, summarize your
strategy so far in a diagram to be able to
communicate it to others.
EXERCISE 4...
4. STRATEGY CANVAS
W. CHAN KIM & RENEE MAUBORGNE Blue Ocean Strategy (2005)
STRATEGY CANVAS FOR UX
5. CONCEPT DIAGRAMS
http://www.flickr.com/photos/bryce/58299511/
CUSTOMER VALUE CHAIN
FOCUS AREAS: Domain Model - BBC Wildlife
MIKE ATHERTON, “Beyond the Polar Bear.” http://www.slideshare.net/reduxd/beyond-t...
Ad hoc
Session
Audio
Video
Zeus 1.1 (GoTo)
Collabor-
ators
Screen
Sharing
Contacts
Presence
Chat
People
Interactions
Conte...
Ad hoc
Session
Audio
Video
Zeus 1.2 (GoTo)
Screen
Sharing
Contacts
Presence
Meeting Room
Organizer
Collabor-
ators
Partici...
Workspace
Ad hoc
Session
Audio
Video
Zeus 1.3 (GoTo)
Screen
Sharing
Contacts
Presence
Organizer
Collabor-
ators
Participan...
Workspace
Session
Audio
Video
Zeus 2.T (GoTo)
Screen
Sharing
Contacts
Presence
Trainer
RegistrantsWhite-
board
Files
Agend...
Workspace
Session
Audio
Video
Zeus 2.W (GoTo)
Screen
Sharing
Contacts
Presence
Presenter
RegistrantsWhite-
board
Files
Age...
MICHAEL PORTER “What Is Strategy“ Harvard Business Review (1996)
6. ACTIVITY MAP
IKEA Activity Map: UX Overlay
EXAMPLE ACTIVITY MAP
BUILD
MEASURE LEARN
DISCOVER
Card
Sort
Persona
Proto-
types
Wire-
frames
RITE
Prior-
itize
Beta
Kano
Iterate
1. Competitor review
2. Metric analysis
3. Resource assessment
4. Budget review
…
7. OTHER TECHNIQUES
FINAL THOUGHTS & DISCUSSION
THE UX STRATEGIST
1. T-shaped
2. Creative
3. Peripheral Vision
4. Synthesizer
5. Mentor
6. Facilitator
“Air Sandwich“
Many leaders haven’t thought about
their own strategies in a very deep way.
…
If leaders aren’t clear about...
What arguments would you make for UX Strategy?
What arguments would you make against it?
EXERCISE 8: ARGUMENTS
OBJECTION ERROR ANSWER
“We can’t wait and
need to get started.”
Strategy is long
analysis
There’s a simple framework to ge...
Danke schön
@JimKalbach
UX Strategy Blueprint
UX Strategy Blueprint
UX Strategy Blueprint
UX Strategy Blueprint
UX Strategy Blueprint
UX Strategy Blueprint
UX Strategy Blueprint
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UX Strategy Blueprint

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Businesses typically view UX design as a tactical activity. More and more, however, companies are turning to UX as a source of strategic growth. As they do so, creating a design strategy and aligning it with business goals becomes essential. For many UX designers this represents a new challenge requiring an expanded skill set.
This workshop provides a solid background for understanding, building and communicating an effective UX Strategy. Through many examples, hands-on activities, and references to relevant literature, you’ll learn about this emerging field that is critical to the future of UX.
In particular, we’ll be working with a tool I created based on combination of research and practical experience called the UX Strategy Blueprint.
This course is suited for information architects, interaction designers, visual designers, content strategists, and UX designers seeking to better understand strategy, as well as product managers and developers interested in UX strategy. It is geared towards practicioners with an intermediate to advance level of understanding of UX design, in general.

Published in: Design
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UX Strategy Blueprint

  1. 1. Strategy and the UX Strategy Blueprint
  2. 2. @JimKalbach
  3. 3. AGENDA • Understanding strategy & UX Strategy • Blueprint Exercise & discussion • Break • Facilitating strategy • Planning • Communicating Strategy
  4. 4. What is strategy?
  5. 5. “Air Sandwich“ A strategy is a set of hypotheses about cause and effect….and can be expressed by a sequence of if-then statements. ROBERT KAPLAN & DAVID NORTON “Linking the Balanced Scorecard to Strategy” 1996
  6. 6. “Air Sandwich“ A good strategy honestly acknowledges the challenges being faced and provides an approach to overcoming them.
  7. 7. “Air Sandwich“ At general management’s core is strategy: defining a company’s position, making trade-offs, and forging fit among activities …Strategy renders choices about what not to do as important as the choice about what to do. MICHAEL PORTER “What is strategy?” Harvard Business Review, 1996
  8. 8. Austin Govella, www.agux.co
  9. 9. Building strategy is a creative exercise to design a way of overcoming your key challenges to reach a desired outcome with an interlocking set of choices for consistency in action.
  10. 10. So, what the heck is UX strategy?
  11. 11. HIERARCHY OF STRATEGY Corporate Strategy Brand Strategy Product Strategy UX Strategy As strategy cascades down, its specificity reduces. A subordinate strategy is needed when superordinate strategies stop providing clarity.
  12. 12. UX STRATEGY UX strategy helps the business solve its problems through an interlocking set of choices that coordinates UX activity for a desired experience.
  13. 13. Analysis Planning
  14. 14. Analysis STRATEGY Planning
  15. 15. What are some types of activities you might perform for strategic analysis? EXERCISE: STRATEGIC ANALYSIS
  16. 16. 1. Business Strategy 2. Competitive Benchmarking 3. Web Analytics 4. Behavioral Segmentation, or Personas, and Usage Scenarios 5. Interaction Modeling 6. Prioritization of New Features and Functionality 7. Social / Mobile / Local PAUL BRYAN’S 7 INGREDIENTS OF UX STRATEGY
  17. 17. Analysis STRATEGY Planning
  18. 18. CORE ELEMENTS OF STRATEGY
  19. 19. 5 Ps OF STRATEGY 1. Pattern – Trends from the past 2. Position – Desired outcome 3. Perspective – Philosophy of working 4. Ploy – Out-maneuver opposing forces 5. Plan – Course of action
  20. 20. 1. What's your winning aspiration? 2. Where will you play? 3. How will you win? 4. What capabilities are needed? 5. How will you manage strategy? 5 STRATEGIC QUESTIONS
  21. 21. LAFLEY & MARTIN MINTZBERG KEY QUESTIONS Pattern What challenges motivate action? Aspiration Position What are your aspirations? Playing field Perspective What will you focus on? How to win Ploy What are your guiding principles? Capabilities Plan What types of activities are needed? Management How will you measure success? STRATEGIC QUESTIONS
  22. 22. Aspiration Principles Focus Activities Outcomes Challenges
  23. 23. Analysis STRATEGY Planning
  24. 24. Analysis Planning Blueprint
  25. 25. STRATEGY BLUEPRINT
  26. 26. www.experiencinginformation.com
  27. 27. ELEMENT BUSINESS STRATEGY Challenges Losing customers and revenue due to disruption and slipping market relevance Aspiration Reinvent the business to maintain leadership Focus Areas • Global • Research institutions • Online channels • Social media Guiding Principles Leverage scale and authority to win Activities • Acquire • Innovate business model • Refresh brand • Build expertise in social Outcomes  Retention  Revenue Einstein Media Co. Worldwide leader in scientific publishing
  28. 28. Ethnography Workflow models, touchpoint maps Guidelines and governance Enable users to be discoverers of scientific breakthroughs Modular, ubiquitous, but familiar formats Organize and design across workflows  Satisfaction (SUS) % of UIs that comply to guidelines End consumers Communities, social Information interaction: finding & publishing
  29. 29. Will Miner, Director of UX 2U Inc
  30. 30. George Kordas
  31. 31. Desired experience and impact on users’ lives
  32. 32. Experience Coherency Modernization Innovation Individuals Adoption Engagement Persuasion Friction Process (internal) Efficiency Effectiveness New methods Political 1 2 3 TYPES OF CHALLENGES
  33. 33. ASPIRATION: CUSTOMER IMPERATIVES Make it immediately understandable. I want to just “get” it and know why it’s valuable to me. I want to feel in control of the software when I use it. Fit into my workflow and way of communicating. Make it so natural that I’ll just use it all the time. Make it delightful. I want something that’s pleasing to the eye and enjoyable to use. Bring my existing data with me so I don’t have to migrate and commit to a new system. Integrate materials so that are all close at hand. I need help managing and organizing my work. What is the desired experience?
  34. 34. 1. USERS Segments Needs, behaviors Workflows Skill levels: average vs extreme users 2. GEOGRAPHY Countries Languages Cultures 3. EXPERIENCES Websites, Software Devices, Hardware Service touchpoints 4. ASPECTS OF UX IA IxD Visual Design Content Effectiveness, efficiency, control, learnability, memorability Also: Interruptibility, shareability, glanceability, findability, … FOCUS AREAS Picking focus areas is about making decisions on trade-offs in advance.
  35. 35. PRINCIPLES • Single words or short phase • Imperatives to the team • Easy to remember and repeat • Pneumonics What mantras will guide the team?
  36. 36. EXAMPLE: MILITARY
  37. 37. EXAMPLE: GOOGLE CALENDAR • Visually appealing • Make it a joy • Add info fast • Go with the flow • Show big picture
  38. 38. EXAMPLE
  39. 39. What are the TYPES of tasks you will carry out? • Ethnography • Personas • Journey mapping • Wireframing • Prototyping • Design exploration • Pattern, style guides • Research • Lean UX • Beta testing • Rapid prototyping • Benchmarking • Analytics • ... ACTIVITIES
  40. 40. EXAMPLE OUTCOMES • Deliver a high quality user experience that: • Improves customer satisfaction by 25% • Increases active usage by a factor of 2 • Drive preference: 90% of users select the new solution • Maintain consistency across touchpoints • 80% of UIs pass a “consistency check“ • Optimize our design processes • Shorten design time by 25%
  41. 41. EXERCISE – DEFINE CORE UX STRATEGY In groups 1. Refer to the scenario of the business strategy 2. On the UX Strategy Blueprint, record key points for each element of the UX strategy. Write down a few keywords or phrase for each that reflect a viable approach. 3. Skip elements that are unknown or make assumptions as needed.
  42. 42. HIERARCHY OF STRATEGY Corporate Strategy Brand Strategy Product Strategy UX Strategy As strategy cascades down, its specificity reduces. A subordinate strategy is needed when superordinate strategies stop providing clarity.
  43. 43. EXERCISE – DEFINE CORE UX STRATEGY In groups 1. Refer to the scenario of the business strategy 2. On the UX Strategy Blueprint, record key points for each element of the UX strategy. Write down a few keywords or phrase for each that reflect a viable approach. 3. Skip elements that are unknown or make assumptions as needed.
  44. 44. EXISTING NEW EXISTINGNEW Penetration Innovation Expansion Diversification MARKET OFFERING Ansoff Matrix 1. TYPES OF GROWTH
  45. 45. EXISTING NEW EXISTINGNEW TYPES OF UX STRATEGY Optimization (penetration) Migration (innovation) Adaptation (expansion) Introduction (diversification) TargetUsers User Experience
  46. 46. 1. Challenges 2 Aspiration 3. Focus Areas 4. Principles 5. Activities 6. Outcomes Optimization Migration Adaptation Innovation TYPES OF UX STRATEGY
  47. 47. FACILITATING STRATEGY
  48. 48. STRATEGIC CONVERSATIONS
  49. 49. ENGAGE
  50. 50. The Ask
  51. 51. CHALLENGES: SAILBOAT What’s holding us back now? What would make us go faster? What might get in our way ahead?
  52. 52. FOCUS AREAS: WHAT‘S ON YOUR RADAR? 1. Define the key areas of concern, e.g., experiences or customers 2. Brainstorm examples and aspects for each – which are of concern? 3. Prioritize by primary, secondary, tertiary Users Experiences Geographies Aspects of UX
  53. 53. PRINCIPLES: 4 Ps In marketing, the 4 Ps describe the key factors to consider • Product • Price • Promotion • Place (distribution) Find a letter than can be used for 3-5 words in your key considerations.
  54. 54. ACTIVITIES: METHOD CARDS Methodkit.com
  55. 55. OUTCOMES: PIRATE METRICS Acquisition Activation Retention Referral Revenue 1. Brainstorm each individually 2. Consolidate across the group 3. Prioritize and select most important Dave McClure: http://www.expectedbehavior.com/experiments/pirate_metrics/
  56. 56. FOCUS AREAS: WHAT‘S ON YOUR RADAR? 1. Define the key areas of concern, e.g., experiences or customers 2. Brainstorm examples and aspects for each – which are of concern? 3. Prioritize by primary, secondary, tertiary Users Experiences Geographies Aspects of UX
  57. 57. ASPIRATIONS The Ask
  58. 58. [EASTMAN] recognized that his roll film could lead to a revolution if he focused on the experience he wanted to deliver, an experience captured in his advertising slogan, “You press the button, we do the rest.”
  59. 59. PHOTOGRAPHERS
  60. 60. THE ASK Solutions that merely please, serve, meet the needs/specs, or delight customers don’t go far enough. They represent yesterday’s marketing and design paradigms. They misunderstand innovation’s real impact – transforming customers.
  61. 61. ENTREPRENEURS
  62. 62. Who does Google ask us to become?
  63. 63. Kodak = Camera > Photographers eBay = Trading Platform > Entrepreneurs Google = Search Engine > Expert Researchers
  64. 64. WIERDO
  65. 65. Supersize UNHEALTHY
  66. 66. Kodak = Camera > Photographers eBay = Trading Platform > Entrepreneurs Google = Search Engine > Expert Researchers but… Segway = New Vehicle > Weirdo on Scooter Super Size = Value for Money > Unhealthy person
  67. 67. George Kordas
  68. 68. PLANNING
  69. 69. What are some types of planning you might perform as output of a UX strategy? What are some specific examples of each? EXERCISE 7: PLANNING
  70. 70. PRIORITIZATION Effort EASY HARD Impact LOW HIGH Do these first Do these last Do these second Do these third
  71. 71. PRIORITIZATION: KANO
  72. 72. RIVER DIAGRAM Sequence of event, not a project plan.
  73. 73. Not a project plan (yet) PROCESS
  74. 74. UX PLAYBOOK What types of information go into a UX playbook? What would a table of contents look like for your UX playbook?
  75. 75. UX PLAYBOOK
  76. 76. IBM DESIGN STRATEGY
  77. 77. PLAYBOOK • Strategy: Challenges, Aspirations, Principles, Focus, Outcomes • Activities for UX • Process, rules of engagement an scaling design • Methods, techniques, and toolkit items • Resources and budgeting approach • Design operations • Training and education
  78. 78. COMMUNICATING STRATEGY
  79. 79. “Defining strategy as intended and conceiving it as deliberate, as has traditionally been done, effectively precludes the notion of strategic learning. Once the intentions have been set, attention is riveted on realizing them, not on adapting them. Messages from the environment tend to get blocked out. Adding the concept of emergent strategy…opens the process of strategy making up to the notion of learning.” Minzberg & Waters. “Of Strategies Deliberate and Emergent” (1985) STRATEGIC LEARNING
  80. 80. “Air Sandwich“ Everyone has a plan until you get punched in the mouth. MIKE TYSON
  81. 81. STAYING ON TRACK
  82. 82. It’s a dirty little secret: most executives cannot articulate the objective, scope, and advantage of their business in a simple statement. If they can’t, neither can anyone else. DAVID J. COLLIS AND MICHAEL G. RUKSTAD “Can You Say What Your Strategy Is?” Harvard Business Review (2008)
  83. 83. Strategy is about telling a persuasive story.
  84. 84. If your product team isn’t first aligned around a well-defined story— that is, if the people who prioritize your feature backlog don’t have a crystal clear understanding about whose lives they’re trying to transform, how, and why— how can they build a great product? ANDY RASKIN, Strategic Messaging Consultant “What I’ve Learned Positioning 40 Companies” https://medium.com/firm-narrative/what-i-ve-learned-positioning-40-companies-21dbfddfca6d
  85. 85. 1. Discuss 2. Diagram 3. Document 4. Illustrate Multiple forms and repetition are essential COMMUNICATING STRATEGY
  86. 86. • Workshops with mix of stakeholders • Conduct planned exercises • Lead discussions and make decisions 1. DISCUSS
  87. 87. 2. DIAGRAM
  88. 88. G2W = G2M, people don‘t know what broadcasting is Make attendee experience awesome Awareness, education, socialize Customer G2MTW confusion Synch and asynch to cover the length and breadth of market Mobile Not easy to video broadcast Roles not clear, labels not clear Streaming provider crowding our space We‘re not preventing threat of new entry Space is evolving quickly, speed and velocity We don’t capture value of live event, market not sustainable We only extract value from organizer, not looking at value chain Need to learn the “what”, uncertain solutions Expand breadth to broadcasting tool Be integral part of marketing, sales flows Self service As relevant as twitter in terms of being a megaphone to the world People can speak to the world for free Disrupt media, demand gen R&D Infrastructure to big and expernsive Overall attendee experience - Easy join; - Any, any, all; - Interaction Agile, iterative work, better teamwork GEO: US, with some international 6 languages Organizers: content creation, capturing and sharing Iterative delivery Acquisitions Re-invent the webinar/webcast /livestream category G2MTW technical dependenciesDon’t move quick enough to capture market value Superflexible solutions that anyone can develop on Love the low end Highlight the unique value of G2W Increase attendee tNPS G2W outgrows SF and G2M APIs Separate layers Explore Freemium Tell the G2W story Fast, but smart delivery Process Lean Startup and “true”, iterative agile Market CX / Product Process / Development Biz / Steering Team Oranizers become broadcasters Clarify event roles Risk averse Lack of strategy Lack of discipline n teams have experienced the G2W roadshow n new innovations, features, products launched Redesign organizer experience R&D Past and future vision of G2W
  89. 89. Compile and document elements (~2 pages) 3. DOCUMENT
  90. 90. 3. DOCUMENT
  91. 91. ANALYSIS
  92. 92. Analysis STRATEGY Planning
  93. 93. What are some types of activities you might perform for strategic analysis? EXERCISE 6: STRATEGIC ANALYSIS
  94. 94. 1. Business Strategy 2. Competitive Benchmarking 3. Web Analytics 4. Behavioral Segmentation, or Personas, and Usage Scenarios 5. Interaction Modeling 6. Prioritization of New Features and Functionality 7. Social / Mobile / Local PAUL BRYAN’S 7 INGREDIENTS OF UX STRATEGY
  95. 95. 1. Ansoff Matrix 2. Business Model Canvas 3. Experience Mapping 4. Strategy Canvas 5. Concept Diagrams 6. Activity Maps 7. Others TOOLS
  96. 96. EXISTING NEW EXISTINGNEW Penetration Innovation Expansion Diversification MARKET OFFERING Ansoff Matrix 1. TYPES OF GROWTH
  97. 97. EXISTING NEW EXISTINGNEW TYPES OF UX STRATEGY Optimization (penetration) Migration (innovation) Adaptation (expansion) Introduction (diversification) TargetUsers User Experience
  98. 98. 1. Challenges 2 Aspiration 3. Focus Areas 4. Principles 5. Activities 6. Outcomes Optimization Migration Adaptation Innovation TYPES OF UX STRATEGY
  99. 99. 2. BUSINESS MODEL CANVAS
  100. 100. 3. MAPPING EXPERIENCES Individuals Organization Value
  101. 101. Individual Organization Interactions CUSTOMER JOURNEY MAP
  102. 102. SERVICE BLUEPRINT
  103. 103. EXPERIENCE MAP Individual Organization Interactions
  104. 104. Author Involvement Levels IDENTIFY OPPORTUNITIES
  105. 105. PLAYBOOK Detail each one of the activities in a playbook for repeating, consistent action.
  106. 106. Create artifacts that embody key elements of your strategy • Prototypes • Scenarios • Storyboards • Videos 4. ILLUSTRATE
  107. 107. EXAMPLE STORYBOARD
  108. 108. EXAMPLE STORYBOARD
  109. 109. On a single piece of paper, summarize your strategy so far in a diagram to be able to communicate it to others. EXERCISE 4: COMMUNICATING
  110. 110. 4. STRATEGY CANVAS
  111. 111. W. CHAN KIM & RENEE MAUBORGNE Blue Ocean Strategy (2005)
  112. 112. STRATEGY CANVAS FOR UX
  113. 113. 5. CONCEPT DIAGRAMS http://www.flickr.com/photos/bryce/58299511/
  114. 114. CUSTOMER VALUE CHAIN
  115. 115. FOCUS AREAS: Domain Model - BBC Wildlife MIKE ATHERTON, “Beyond the Polar Bear.” http://www.slideshare.net/reduxd/beyond-the-polar-bear
  116. 116. Ad hoc Session Audio Video Zeus 1.1 (GoTo) Collabor- ators Screen Sharing Contacts Presence Chat People Interactions Content Purpose Context Tools Finance Activity Workflow FLAT HIERARCHICAL 1 > 1000 SHORT LONG # of People Organization Interaction Length
  117. 117. Ad hoc Session Audio Video Zeus 1.2 (GoTo) Screen Sharing Contacts Presence Meeting Room Organizer Collabor- ators Participants White- board Files Agendas Notes Tasks Meetings Chat People Interactions Content Purpose Context Tools Finance Activity Workflow Histories FLAT HIERARCHICAL 1 > 1000 SHORT LONG # of People Organization Interaction Length Leave- Behind Referral System
  118. 118. Workspace Ad hoc Session Audio Video Zeus 1.3 (GoTo) Screen Sharing Contacts Presence Organizer Collabor- ators Participants White- board Files Agendas Notes Tasks Meetings Chat Record- ings Leave- Behind eCommerce People Interactions Content Purpose Context Tools Finance Activity Workflow Histories FLAT HIERARCHICAL 1 > 1000 SHORT LONG # of People Organization Help Referral System Interaction Length 3rd Party
  119. 119. Workspace Session Audio Video Zeus 2.T (GoTo) Screen Sharing Contacts Presence Trainer RegistrantsWhite- board Files Agendas Notes Tasks Trainings Co- trainer Polling Histories / reports Hand Raise Q&A Attent- tion Others’ screen displays Tests, Surveys Chat Record- ings eCommerce Breakouts Training Faciliator People Interactions Content Purpose Context Tools Finance Activity Workflow FLAT HIERARCHICAL 1 > 1000 SHORT LONG # of People Organization Help Registrant List & Management Interaction Length Training fees Target Market Sponsor, stake- holder
  120. 120. Workspace Session Audio Video Zeus 2.W (GoTo) Screen Sharing Contacts Presence Presenter RegistrantsWhite- board Files Agendas Notes Tasks Webinars Co- presenter Polling Histories / reports Hand Raise Q&A Attent- tion Chat Record- ings eCommerce Others’ screen displays Faciliator Webinar People Interactions Content Purpose Context Tools Finance Activity Workflow FLAT HIERARCHICAL 1 > 1000 SHORT LONG # of People Organization Help Registrant List & Management Interaction Length Webinar fees Target Market Sponsor, stake- holder
  121. 121. MICHAEL PORTER “What Is Strategy“ Harvard Business Review (1996) 6. ACTIVITY MAP
  122. 122. IKEA Activity Map: UX Overlay EXAMPLE ACTIVITY MAP
  123. 123. BUILD MEASURE LEARN DISCOVER Card Sort Persona Proto- types Wire- frames RITE Prior- itize Beta Kano Iterate
  124. 124. 1. Competitor review 2. Metric analysis 3. Resource assessment 4. Budget review … 7. OTHER TECHNIQUES
  125. 125. FINAL THOUGHTS & DISCUSSION
  126. 126. THE UX STRATEGIST 1. T-shaped 2. Creative 3. Peripheral Vision 4. Synthesizer 5. Mentor 6. Facilitator
  127. 127. “Air Sandwich“ Many leaders haven’t thought about their own strategies in a very deep way. … If leaders aren’t clear about this, imagine the confusion in their businesses three or four levels down. CYNTHIA MONTGOMERY
  128. 128. What arguments would you make for UX Strategy? What arguments would you make against it? EXERCISE 8: ARGUMENTS
  129. 129. OBJECTION ERROR ANSWER “We can’t wait and need to get started.” Strategy is long analysis There’s a simple framework to generate a UX strategy quickly to help the business overcome its challenges. “You can’t predict the future.” Strategy is detailed planning We’re not trying to plan everything detail, but we need a shared perspective to ensure alignment. “We already have a corporate strategy.” “Air Sandwich” UX strategy provides a basis for decision making at our level that is consistent with the business goals. “Just deliver the screens.” Failure to recognize dependencies UX is more than UI, and we need to think across touchpoints. This is will help differentiate us. “This will slow us down.” Strategy is inefficient Setting a common direction now will help the entire team be more efficient and save costs later. “We already have a project plan.” Planning results in winning Beyond a plan, we need to make choices that will help us reach our aspirations and coordinate activity. ARGUMENTS FOR UX STRATEGY
  130. 130. Danke schön @JimKalbach

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