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UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"

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In the world of live sports, event-based digital products are developed on a cyclical basis. Soon after a National Champion is crowned, the March Madness Live team at Turner Sports must start all over to deliver a high-stakes suite of apps that is in market for 3 short weeks.

But the hardest part isn’t when we design or ship. It’s figuring out how to get started and sell our stakeholders on a strategy.

This case study will share how the March Madness Live team moved away from “business as usual” process and used UX strategy to get buy-in on what their products should achieve for fans (and the business) when the Madness starts all over again in March.

We’ll share some lessons learned when using UX strategy as a way to “show your work” in order to quickly focus a product team, make sense of a ton of data, and create a strategic, compelling case to stakeholders.

Published in: Design

UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"

  1. 1. Making Sense of the Madness: UX Strategy to Kick Off March Madness Live
  2. 2. UX Strategy to Kickoff March Madness Live @lisaestrin
  3. 3. Data Editorial Turner Executive Management Native Development Design/UX NCAA Ad Sales Marketing Ads Legal Sponsors Research CBS Product Operations Turner Network Sales Product Technology Turner TV Networks Web Development UX Strategy to Kickoff March Madness Live @lisaestrin
  4. 4. Data Editorial Turner Executive Management Native Development Design/UX NCAA Ad Sales Marketing Ads Legal Sponsors Research CBS Product Operations Turner Network Sales Product Technology Turner TV Networks Web Development UX Strategy to Kickoff March Madness Live @lisaestrin
  5. 5. What do you DO all year? UX Strategy to Kickoff March Madness Live @lisaestrin
  6. 6. UX Strategy to Kickoff March Madness Live @lisaestrin
  7. 7. March Madness Christmas UX Strategy to Kickoff March Madness Live @lisaestrin
  8. 8. March Madness Christmas UX Strategy to Kickoff March Madness Live @lisaestrin
  9. 9. March Madness Christmas UX Strategy to Kickoff March Madness Live @lisaestrin
  10. 10. March Madness Christmas UX Strategy to Kickoff March Madness Live @lisaestrin
  11. 11. What do you DO all year? UX Strategy to Kickoff March Madness Live @lisaestrin
  12. 12. UX Strategy to Kickoff March Madness Live @lisaestrin
  13. 13. UX Strategy to Kickoff March Madness Live @lisaestrin
  14. 14. UX Strategy to Kickoff March Madness Live @lisaestrin
  15. 15. UX Strategy to Kickoff March Madness Live @lisaestrin
  16. 16. How do you get started? April July March 2015 PRODUCT ROADMAP Product Strategy May You are here Recap & Analysis Gather Data June ? Execution Go Live UX Strategy to Kickoff March Madness Live @lisaestrin
  17. 17. Recap & Analysis March 2014 - May 2014 Beloved data, user research & lessons learned ! Desktop eye tracking study! Audience segmentation study! Push IO analytics reports! Market analysis & trends! Refined business goals & objectives! Stakeholder interviews ! App store reviews! Customer service reviews! Vendor recaps! Competitive analysis! Usability study! Analytics reports! Product & feature evaluation! Product brief development! Product roadmap! Apple & Google conferences for OS/ platform updates! Product design sprints UX Strategy to Kickoff March Madness Live @lisaestrin
  18. 18. How do you get started? April June March UX Strategy July 2015 PRODUCT ROADMAP Product Strategy May You are here Recap & Analysis Gather Data Execution Go Live UX Strategy to Kickoff March Madness Live @lisaestrin
  19. 19. 1. Create a map of what the team is doing UX Strategy to Kickoff March Madness Live @lisaestrin
  20. 20. Recap & Analysis March 2014 - May 2014 Beloved data, user research & lessons learned ! Desktop eye tracking study! Audience segmentation study! Push IO analytics reports! Market analysis & trends! Refined business goals & objectives! Stakeholder interviews ! App store reviews! Customer service reviews! Vendor recaps! Competitive analysis! Usability study! Analytics reports! Product & feature evaluation! Product brief development! Product roadmap! Apple & Google conferences for OS/ platform updates! Product design sprints UX Strategy to Kickoff March Madness Live @lisaestrin
  21. 21. 1. Create a map of what the team is doing Qualitative Inputs Quantitative Inputs 2014 Lessons Learned App Reviews Customer Service Reviews Vendor Recaps Competitive Analysis Usability Product & Feature Evaluation 2014 Analytics / Performance Metrics Eye tracking Audience Segmentation Push IO analytics / reports Market trend analysis Business Inputs Business Goals and objectives Business Model Target customer(s) Value Proposition to Customer, Business, Clients, Stakeholders Essential capabilities needed to deliver value proposition Business Strategy Brand Strategy Stakeholder Interviews Briefs Platform by platform docs Recommended features T-shirt LOE by feature ACTIVITIES Leadership team review briefs Roundtable discussions Perform additional research Create evaluation criteria Score all features Defend and kill sessions Prioritize all work New Products New Platforms New Features Significant adjustment to a feature Feature Analysis Tweaks Evolutions Product Vision Portfolio Analysis Market Analysis 24 month roadmap Additional review/ discussion needed Product Recommendations 2015 Analysis Completed activity or artifact 2014 Gather Data Analysis 2015 PRODUCT STRATEGY Strategic Outputs KEY UX Strategy to Kickoff March Madness Live @lisaestrin
  22. 22. UX Strategy to Kickoff March Madness Live @lisaestrin
  23. 23. 1. Create a map of what the team is doing 2. Create a central dashboard for all your data UX Strategy to Kickoff March Madness Live @lisaestrin
  24. 24. 2. Create a central dashboard for all your data UX Strategy to Kickoff March Madness Live @lisaestrin
  25. 25. Recap & Analysis March 2014 - May 2014 Beloved data, user research & lessons learned ! Desktop eye tracking study! Audience segmentation study! Push IO analytics reports! Market analysis & trends! Refined business goals & objectives! Stakeholder interviews ! App store reviews! Customer service reviews! Vendor recaps! Competitive analysis! Usability study! Analytics reports! Product & feature evaluation! Product brief development! Product roadmap! Apple & Google conferences for OS/ platform updates! Product design sprints UX Strategy to Kickoff March Madness Live @lisaestrin
  26. 26. 2. Create a central dashboard for all your data UX Strategy to Kickoff March Madness Live @lisaestrin
  27. 27. 1. Create a map of what the team is doing 2. Create a central dashboard for all your data 3. Show your work UX Strategy to Kickoff March Madness Live @lisaestrin
  28. 28. 3. Show your work 2015 (Targeting) 2015 (Still Considering) 2016 (Looking Ahead) Description of feature Description of feature Description of feature Pros / Cons Pros / Cons Pros / Cons Supporting Research Supporting Research Supporting Research Customer Service Reviews Usability / Eyetracking 2014 Analytics / Performance Metrics Stakeholder Interviews Competitive Analysis Audience Segmentation 2015 PRODUCT ROADMAP UX Strategy to Kickoff March Madness Live @lisaestrin
  29. 29. 3. Show your work Design/UX Marketing Everyone has an opinion Data Legal Turner Executive Management Editorial Native Development NCAA Ad Sales Ads Sponsors Research CBS Product Operations Turner Network Sales Product Technology Turner TV Networks Web Development UX Strategy to Kickoff March Madness Live @lisaestrin
  30. 30. 3. Show your work 2015 PRODUCT ROADMAP UX Strategy to Kickoff March Madness Live @lisaestrin
  31. 31. 3. Show your work Product Design Sprints Day 1: Understand Day 2: Diverge Day 3: Decide Day 4: Prototype Day 5: Validate 2015 PRODUCT ROADMAP UX Strategy to Kickoff March Madness Live @lisaestrin
  32. 32. Lessons Learned 1. Create a map of what the team is doing 2. Create a central dashboard for all your data 3. Show your work • Align the troops • Data-driven decision making • Communicate our vision • Credibility • Transparency in process • Cart before horse • Cross-team adoption • Overwhelming UX Strategy to Kickoff March Madness Live @lisaestrin
  33. 33. On our way… April June July March UX Strategy 2015 PRODUCT ROADMAP Product Strategy May Recap & Gather Data Analysis You are here Execution Go Live UX Strategy to Kickoff March Madness Live @lisaestrin
  34. 34. Thanks! Lisa Estrin UX Lead, Turner Sports lisa.estrin@turner.com @lisaestrin MARCH MADNESS IS HEREEEEEEEEE UX Strategy to Kickoff March Madness Live @lisaestrin

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