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Strategic Discipline Overlap - Who's in Charge of Strategy?


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Presentation to the Strategy department of Austin, TX ad agency: McGarrah-Jessee.
Strategic discipline overlap – who's in charge of "strategy?" Is there a difference between planning and UX and research and usability and human factors – or is it all the same job?

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Strategic Discipline Overlap - Who's in Charge of Strategy?

  1. 1. Strategic discipline overlap.Whos in charge of "strategy”?
  2. 2. Agenda Why do you care? Role definitions What did we find? Who’s in charge of strategy? What does this mean to you?
  3. 3. 1Why do you care?
  4. 4. Research (5)Strategy (12)UX (4)
  5. 5. Typically, strategy includesplanning and research.
  6. 6. But,what about this new-ish need for UX?UX often does research and strategy, too.
  7. 7. 2What are these different jobs?Planning Research Usability Human Factor UX Design
  8. 8. Planning Research Usability Human Factor UX Design Planner Account Planners research the facts needed for creating advertising, and strategize the best messages and methods to use to reach their target audience. Research Strategy
  9. 9. Planning Research Usability Human Factor UX Design Research Primary, secondary, and analysis can reach across entire brand or a specific project. Primary Secondary Analysis Meanings
  10. 10. Planning Research Usability Human Factor UX Design Usability Providing actionable insights for future design improvements UTP SCRIPTS TEST ANALYSIS REPORT
  11. 11. Planning Research Usability Human Factor UX DesignHuman factor engineerHuman Factors uses Philosophy, Computer Science, Psychology, andSociology to find a fit between the user, equipment andenvironments. Equipment Users
  12. 12. Planning Research Usability Human Factor UX Design User Experience designer UX is user-centric, analytic and creative, often applied at end of process, interactions-centric. Site Flow Wire Maps Charts Frames
  13. 13. 3What did we find?
  14. 14. UX department in agencies Outsourced 8%UX dept. In Creative 23% 38% No UX 31% Conducting Interviews (2/20~3/16/2013)
  15. 15. “UX people often have to wear different hats depending on the needs of the project and client.” Kathrin - UX Designer, Tocquigny "Its not about a role or a title.” Lauren – Interaction Designer, Frog"To think any UX designer could be an expert in each of these circles (human factors, usability etc.) is sheer absurdity.” Mark Wilson - Contributor, Fast.Co Design
  16. 16. “Strategy is more than UX - it’s business, product, brand- it considers UX.” Lauren – Interaction Designer, Frog"What groups are brought in depend on the need of the client." Jared – Creative Director of digital platforms and innovations, Ogilvy“UX is more important when it coms to details, and for the flow and experience, best practices and metrics.” Mike - Interactive Designer, Hunt & Gather
  17. 17. 4Who’s in charge ofstrategy?
  18. 18. It depends.On agency needs On client needs
  19. 19. 5What does this meanfor ?
  20. 20. Frost Bank- More and more of brand/company interaction is online- Over 50% of people with internet use online banking services- Understanding current user experience is key for knowing what Frost does well, where they need to improve, and what is important to potential customers
  21. 21. Shiner- Customer interaction is less tangible- We can’t buy beer online, it’s not even legal in most states- Online interaction is more an extension of a brand rather than an experience of the brand/company itself
  22. 22. 6Something elseto think about
  23. 23. What is Mc-J’s strategy?- Involvement of UX, and other disciplines, in strategy largely depends on what the company wants to offer it’s clients.- Moving forward, what is your strategy as a company? What do you want to do really well?