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Bet-the-Farm UX
John Whalen, PhD
Principal, Strategy & User Experience
jw@brilliantexperience.com
brilliantexperience.com
@brlexp
Agenda
‣ Introduce Brilliant Experience
‣ Bet-the-Farm UX Methodology
‣ Questions
Introducing Brilliant Experience
Research
Stakeholder Interviews
Field Research
Competitor Reviews
Expert Reviews
Strategy and Ideation
Strategy Workshop
Design Studio
Rapid Prototyping
Iterative Refinement
UX and Design
IA & Flow
Interaction Design
Concept Realization
Visual Design & Branding
Fast Facts
‣ Boutique user experience consultancy
‣ Founded 2011
‣ Founders 15+ years experience in the field
‣ Approximately 1/2 clients large enterprise, 1/2 funded startups
‣ Self-funded, profitable since inception
‣ Annual revenue doubling since founding
Types of Clients
1. Enterprises seeking innovation renewal
- Seek more user research
- Want strategy and ideation guidance
- Need help motivating team
2. Startups seeking professional UX
- Need help getting product to launch
- Want a more professional user experience
Sample Clients
Meet Our Specialists
user experience
usability
designerdeveloper
Bet-the-Farm UX: Introduction
The world around us is changing faster than ever
Leading companies can falter faster than ever if they fail to innovate.
Having a great brand is not enough.
Having a great brand is not enough.
We support Entrepreneurs and Intrapreneurs by
leading mission-critical UX innovation projects.
How do we “cross the chasm”?
User Insights
Great Experience,

Successful Product
Insert

Magical

Process

Here
Not recommended
Hard to find
Overall Process
To help you understand what “this” is,
let’s play ‘Name that Methodology’
User Stories
1
Design & 

Develop
2
Feedback
3
User Stories
1
Design & 

Develop
2
Feedback
3
Agile
Build
1
Measure
2
Learn
3
Build
1
Measure
2
Learn
3
Lean
Startup
Lean Startup
Copyright © 2012-2013 Brilliant Experience
1 2 3 4
Empathize with
the audience you
are designing for.
Brainstorm
possible designs
Build a representation
of one or more of your
ideas
PrototypeIdeateResearch
Test your ideas for
feedback
Test
Copyright © 2012-2013 Brilliant Experience
Empathize with
the audience you
are designing for.
Brainstorm
possible designs
Build a representation
of one or more of your
ideas
PrototypeIdeateResearch
Test your ideas for
feedback
Test
Design
Thinking
1 2 3 4
Design Thinking
Design Thinking
Check out IDEO, or as we like to say:
“Brilliant Experience of the west”
A couple books by IDEO founders:
Brilliant’s Agile/Lean/DT Experience
Brilliant’s Methodology Mix
‣ market research (probing individual psyches for needs/desires)
‣ user-centered design
‣ design thinking / innovation techniques
‣ lean startup / agile UX
‣ behavioral economics / persuasive design
!
Plus some: management consulting
UX success lies beyond UX
Two Tracks
Product Development Team Development
Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio
Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio
Exploration of solution space Intensive training
Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio
Exploration of solution space Intensive training
Partner designers / developers Support UX team
Examples
Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
What do they say? do? think?
Consumer! Lawyer! Banker!
Neuroscien2st! VAD7Nurse! Drug7Researcher!
Farmer! Federal7Administrator! Mom7/7Chauffeur!
Meet Jane: Pattern Analyst
Meet Jane: Pattern Analyst
Note: we are visiting her in her
normal place of work.
Meet Jane’s work
Stakeholder Alignment
Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Baseline Testing
UX Lead
Technical
Lead
User
Researcher
Usability
Expert
Front-End
Developer
Front-End
Developer
Interaction
Designer
‣ Majority of large organizations use
hybrid employee/consultant teams
‣ Provides specialized capabilities when
needed
‣ Helps to kick start internal team growth
‣ Allows company to determine which
roles should be in house
UX
Strategist
consultant
employee
Evaluate The Team
Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio
CEO: I know you had an agenda,
but let’s just sketch our ideas
anyway...
Elevator Pitch
Business Needs
Personas
Scenarios
Customer Experience Journey
Early Ideation
Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio
Exploration of solution space Intensive training
Sketching & Prototyping
Design Iterations
Iterative Testing
PRESS GANEY
Welcome Lidia | My Account | Customize
Clinical Performer
detail
Volume By Service Line
detail detail detail
detail
detail
Southwest
ORTHOPEDICS
Pediatrics
Emergency
Surgery
Cardiology
Neurology
Oncology
Hospital Acquired Infection
9
16%
Physical Restraint Accidental OverdosagesAdverse Blood Reactions
24%
1 2 4
50% 12%
Complications
24%
2.7%
Mortality
Core MeasuresReadmissions
16%
24%
85%
24%
1.2%
24%
detail
detail
RevenuePerformanceView:Date Range: 1m 3m 1yr YTD Custom Division/Service Linequick Links:
Performance > System Wide
Intensive Training
Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio
Exploration of solution space Intensive training
Partner designers / developers Support UX team
Summary
Brilliant’s Methodology Mix
‣ market research (probing individual psyches for needs/desires)
‣ user-centered design
‣ design thinking / innovation techniques
‣ lean startup / agile UX
‣ behavioral economics / persuasive design
!
Plus some: management consulting
Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio
Exploration of solution space Intensive training
Partner designers / developers Support UX team
PayPal
Research, Strategy, and Redesign
Research
Stakeholder Interviews
Field Research
Competitor Reviews
Expert Reviews
Strategy and Ideation
Strategy Workshop
Design Studio
Rapid Prototyping
Iterative Refinement
UX and Design
IA & Flow
Interaction Design
Concept Realization
Visual Design & Branding
Thank you! @brlexp | brilliantexperience.com

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