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UX STRAT Europe 2017: Ronnie Battista: “Rock On! XD: Taking Business Advantage to 11”

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UX STRAT Europe 2017 presentation by Ronnie Battista, Practice Lead, Experience Design, Slalom: “Rock On! XD: Taking Business Advantage to 11”

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UX STRAT Europe 2017: Ronnie Battista: “Rock On! XD: Taking Business Advantage to 11”

  1. 1. Ronnie Battista UXSTRAT EUROPE June 16, 2017 ronnieb@slalom.com @ronniebattista ROCK ON!THE STRATEGY OF THINKING LIKE A ROCK STAR
  2. 2. ROCKING OUT TO HAPPY HOUR THANKS PAUL!
  3. 3. BEHIND THE MUSIC – UXSTRAT EDITION SEX - STRATEGIC EXPERIENCE DRUGS
  4. 4. REDACTED
  5. 5. My first Rock experience.
  6. 6. 1984 – Lip Sync ”Back in Black” AC/DC Me
  7. 7. "TAKING IT TO 11”
  8. 8. TAKING BUSINESS STRATEGY TO 11 STRATEGY RESEARCH DESIGN
  9. 9. THE CASE FOR “ROCK STAR” THE CASE FOR ”ROCK STAR”
  10. 10. QUICK SIDEBAR: I HATE THE TERM “UNICORNS” IN UX. (or anywhere really)
  11. 11. UNICORNS MIGHT CRAP RAINBOWS… … BUT IT STILL SMELLS LIKE BULLSHIT
  12. 12. MEAT? YES. MAGIC? NO.
  13. 13. WE AREN’T MAGICAL
  14. 14. WIZARD
  15. 15. JEDI
  16. 16. GURU
  17. 17. ZEN MASTER
  18. 18. SHERPA
  19. 19. NINJA
  20. 20. ROCK STAR
  21. 21. A FEW CAVEATS ABOUT “ROCK STAR”…
  22. 22. THIS IS NOT A UX ROCK STAR
  23. 23. THIS IS NOT A UX ROCK STAR
  24. 24. FACT: SOME ROCK STARS ARE ASSHOLES A FACE JUST BEGGING TO BE PUNCHED
  25. 25. THE STRATEGY OF THINKING LIKE A ROCK STAR
  26. 26. UX STRATEGISTROCK STAR •KNOW THEIR AUDIENCE •KNOW THEIR BUSINESS •BREAK DOWN SILOS •ALIGN STRATEGIC, DIVERSE TEAMS •PERSEVERE! •KNOW THE PRODUCT IS THE EXPERIENCE
  27. 27. ROCK STARS KNOW THEIR AUDIENCE Led Zeppelin pioneered Album-Oriented Rock (AOR), which evolved from progressive rock radio in the mid-1970s, using detailed audience research and formal programming to create an album rock format with greater commercial appeal.
  28. 28. HAIR BANDS WERE GREAT… People love us! (mostly our hair).
  29. 29. … UNTIL THEY WEREN’T Underground ‘grunge’ generation listened and gave voice to an audience that perceived the musical excess of the previous one.
  30. 30. WHO LIKES CANDY? EVERYBODY WANT SOME? ROCK STARS KNOW THEIR BUSINESS
  31. 31. ”WHEN I WOULD WALK BACKSTAGE, IF I SAW A BROWN M&M IN THAT BOWL ... WELL, LINE- CHECK THE ENTIRE PRODUCTION. GUARANTEED YOU'RE GOING TO ARRIVE AT A TECHNICAL ERROR. THEY DIDN'T READ THE CONTRACT. GUARANTEED YOU'D RUN INTO A PROBLEM. SOMETIMES IT WOULD THREATEN TO JUST DESTROY THE WHOLE SHOW. SOMETHING LIKE, LITERALLY, LIFE-THREATENING.”
  32. 32. BREAK DOWN SILOS WALLS…
  33. 33. ALIGNING STRATEGIC TEAMS…
  34. 34. • DESIGNER• PRODUCT MANAGER • ENGINEER• UX STRATEGY VOCALS BASS GUITARDRUMS WHO IS IN YOUR BAND? WHO ISN’T?
  35. 35. AARON IRIZZARY
  36. 36. SEPTEMBER, 1992 “ “Goofy garage thunder from an international quartet who all met at the University of York. Live Shows apparently adopt an exclusive theme. Students from Hell, we presume” – Kerrang
  37. 37. “They sound too damn happy for their own good! Maybe someone should attach a cheese grater to their genitals to help toughen up their sound” – Rob Zombie
  38. 38. …AND EMBRACING DIVERSE ONES.
  39. 39. THIS IS NOT ROCK & ROLL. OR A TEAM. (AND NO ONE IS LAUGHING WITH YOU CHRIS)
  40. 40. THE SCHLOMONES!!! Ladies and Gentile-men…
  41. 41. “People don’t want to see women doing things they don’t think women should do.” - Joan Jett
  42. 42. “If you have twenty guys in the room and you just bring in one girl, you change the entire mood and everyone plays different.” - Jack White
  43. 43. “There is no 'language barrier' in music” – Yui “Yuimetal” Mizuno, BabyMetal
  44. 44. “Imagination grows by exercise, and contrary to common belief, is more powerful in the mature than in the young.” - Paul McCartney
  45. 45. “IF YOU THINK YOU ARE TOO OLD TO ROCK & ROLL, THAN YOU ARE” Lemmy Kilmister Motorhead 1945 - 2015
  46. 46. PERSEVERE!
  47. 47. Tony Iommi Black Sabbath
  48. 48. THE PRODUCT IS THE EXPERIENCE
  49. 49. WE ARE IN THE PEOPLE BUSINESS
  50. 50. PEOPLE NEED PRODUCTS
  51. 51. TODAY MUCH OF THE TALK IS ALL ABOUT A FOCUS ON THE PRODUCT EXPERIENCE AND DIGITAL. S’GOTTA BE DIGITAL.
  52. 52. BUT PRODUCTS DON’T HAVE EXPERIENCES
  53. 53. PROVIDE PEOPLE WITH GOOD EXPERIENCES BUT THE DIGITAL PRODUCTS WE HELP BRING TO LIFE WITH UX
  54. 54. PRODUCT WILL NOT SAVE THE WORLD EXPERIENCE LIVES HERE
  55. 55. YES, TECHNOLOGY IS CREATING NEW WAYS TO “EXPERIENCE”
  56. 56. EXPERIENCE THE NEW REALITY
  57. 57. YES, TECHNOLOGY ROCKS! "The blues, it got people—black and white—to think about life, how difficult, yet also how good it can be… This is how they relieved the burden of what existed day in and day out.” - Sam Phillips
  58. 58. TECHNOLOGY CHANGES… …BUT THE SONG REMAINS THE SAME
  59. 59. MUSIC IS AN INCORPOREAL PRODUCT. IT CAN ONLY BE EXPERIENCED.
  60. 60. The BieberThe Beatles
  61. 61. The Bieber
  62. 62. THE BIG PICTURE?
  63. 63. IS THIS “GOOD” UX STRATEGY?
  64. 64. - Lis Hubert http://uxmas.com/2016/the-world-that-ux-is-helping-create/ DO
  65. 65. “DO YOU, LIKE THE WORLD DEAR UXer, YOU ARE CURRENTLY HELPING TO CREATE?” - Lis Hubert http://uxmas.com/2016/the-world-that-ux-is-helping-create/
  66. 66. ROCK CAN TEACH US.
  67. 67. IT’S BIGGER THAN THE MUSIC IN YOUR HEAD.
  68. 68. ROCK AND ROLL IS CONNECTION
  69. 69. SHARED EXPERIENCE CONNECTS
  70. 70. THE “CONNECTION” EXPERIENCE
  71. 71. BECAUSE EVERYBODY ROCKS Ronnie James Dio 1942 - 2010
  72. 72. http://pitchfork.com/news/gene-simmons-files-patent-for-devil-horns-hand-gesture/ June 12th 2017 Not so fast Ronnie
  73. 73. REMINDER: SOME ROCK STARS ARE ASSHOLES ANOTHER FACE JUST BEGGING TO BE PUNCHED
  74. 74. BECAUSE EVERYBODY ROCKS A SYMBOL OF CONNECTION
  75. 75. SOMETHING OLD SCHOOL. NOT TO HEAVY, NOT TOO LIGHT. SOMETHING THAT CONNECTS THINGS IN NEW WAYS.
  76. 76. LIKE IF THE BEE GEES AND AC/DC JAMMED
  77. 77. @ronniebattista #UXSTRAT
  78. 78. NOTE: To respect the many UX’ers around the world who “threw the horns” for this deck, recognizing they may not want their photos on the web afterward, I have removed the 25-ish from this presentation. (and the one of my parents with the ’doobies’) Except Oliver, Michael and Alexandros. Because they rock. See next slide
  79. 79. Michael Rawling Head of UX, Unruly.co Oliver Potie Channel Manager, ING Alexandros Philopoulos Invision AG @ronniebattista #UXSTRAT
  80. 80. THIS IS WHY WE ARE HERE. THIS IS WHAT UXSTRAT IS
  81. 81. WHY WOULD YOU COME TO THIS CONFERENCE IF YOU CAN GET THE CONTENT FOR FREE?
  82. 82. People experiencing the same event, at the same time and in the same space, are in that sense “equals”. This has tremendous binding power. A togetherness is formed and this is called “communitas”. Quote: https://medium.com/@bobhoranjr/why-we-crave-shared-experiences-5443afba6405#.wtgf4ka88 VICTOR TURNER CULTURAL ANTHROPOLOGIST
  83. 83. BECAUSE EVERYBODY ROCKS UX STRATEGY: UNITES US ALL Kieron Lattimer Guitarist, Lucy Fur (now a Maths teacher in New Zealand) @ronniebattista #UXSTRAT
  84. 84. BECAUSE EVERYBODY ROCKSAndy Marsh Drummer, Lucy Fur (now IT Manager at NHS Trust, UK) @ronniebattista #UXSTRAT
  85. 85. UXSTRAT 2016 ROCK ON TOM WOOD!
  86. 86. READY TO DOUBLE-DOWN ON A CHALLENGE? .
  87. 87. TIME FOR SOME COMMUNITAS (PLEASE STAND) RIGHT NOW!
  88. 88. UXSTRAT EUROPE!!! THROW SOME HORNS AND SHOW THE TWITTERVERSE HOW HARD WE ROCK!
  89. 89. THINK LIKE A ROCK STARTHE TUNE TO REMEMBER: • KNOW YOUR AUDIENCE • KNOW YOUR BUSINESS • BREAK DOWN SILOS • ALIGN STRATEGIC, DIVERSE TEAMS • PERSEVERE! • KNOW THE PRODUCT IS THE EXPERIENCE • FIND COMMUNITAS
  90. 90. THINK ABOUT YOUR ROLE IN UX STRATEGY LIKE DAVE GROHL THINGS ABOUT ROCK & ROLL To me this award means a lot because it shows that the human element of making music is what’s most important…, it’s not about what goes on in a computer. It’s about what goes on here (heart) and it’s about what goes on in here (head). “
  91. 91. IT’S ALWAYS GREAT GETTING THE UXSTRAT BAND BACK TOGETHER…
  92. 92. Peace LOVE https://img1.etsystatic.com/059/0/9634473/il_570xN.729034461_ipxk.jpg TIME TO PARTY LIKE A ROCK STAR! … AND DAY 1 OF THIS UXSTRAT GIG IS OVER.
  93. 93. LOVEPeace

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