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Experience strategy with UX designer as protagonist

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From www.johnnyholland.org "Colfelt gave a number of memorable metaphors for UX design in his presentation, backed up with his work at UX consultancy Different. Beginning with the solar system of UX (currently tech is the sun, circled by the business, which is circled by customer experience), he suggested that to counter this and allow user experience happen earlier in the project management process, UX designers should be like the ultimate protagonist – Arnold Schwartzenegger.
His key takeaways were that experience research should be like a shield (no holes, scientifically implemented) as it could then be used to avoid costly mistakes downstream."

Published in: Design

Experience strategy with UX designer as protagonist

  1. Experience Strategy with UX designer as protagonist
  2. Things to discuss <ul><li>The status quo of the world today </li></ul><ul><li>Being a protagonist </li></ul><ul><li>Getting the opportunity </li></ul><ul><li>A framework for experience strategy </li></ul><ul><ul><li>1. Establish a case for change </li></ul></ul><ul><ul><li>3. Set a vision </li></ul></ul><ul><ul><li>3. Validate the strategy </li></ul></ul>
  3. The status quo Business as usual
  4. Technology solution Customers and their requirements Business and it’s requirements Design
  5. Technology solution Customers and their requirements Business and it’s requirements Design Is design just for solving problems? Or does it include defining the true opportunity?
  6. Business as usual Business Strategy Product Strategy Implementation Strategy Objective Requirements Make Launch <ul><ul><li>PROJECT LIFECYCLE </li></ul></ul>
  7. Getting the opportunity <ul><li>Technology solutions arrive as the result of a well worn process </li></ul>Experience Design Involvement Objective Requirements Make Launch
  8. Getting the opportunity to change the world Desirability (People) Start here Tim Brown & IDEO www.ideo.com/thinking/approach/ Emotional Rational Viability (Business) Feasibility (Technology)
  9. Being a protagonist Enter Arnold Schwarzenegger
  10. UX designer as a protagonist
  11. Connecting with decision makers Can be skeptical of “design”
  12. Connecting with decision makers They perceive a need
  13. Connecting with decision makers How they perceive “design”
  14. Making design ‘real’ Distribution Sales Conversions Acquisition Costs Efficiency Strategy Differentiation NPS Profit margin Customer Satisfaction Advantage Investment BUSINESS TALK
  15. Risk of failure is your friend Objective Requirements Make Launch $ $$$! Cost of change <ul><ul><li>PROJECT LIFECYCLE </li></ul></ul>Experience Strategy
  16. Creating an experience strategy As a protagonist
  17. Creating value around change Test & Iterate Experience Strategy Experience Research Promoting UX YOUR ACTIVITY MOTIVATED Proof OPTIMISTIC ENGAGED Solutions WORRIED REALISATION of need to change Problems & Consequences APATHETIC STAKEHOLDERS’ STATE OF MIND INTERESTED Credibility YOUR GOAL
  18. Establishing the case for change Test & Iterate Experience Strategy Experience Research Promoting UX APATHETIC STAKEHOLDER’S STATE OF MIND YOUR ACTIVITY INTERESTED WORRIED REALISATION of need to change OPTIMISTIC ENGAGED MOTIVATED Proof Solutions Problems & Consequences Credibility YOUR GOAL
  19. Experience research is your shield
  20. Experience research steps <ul><ul><li>Understand YOU r context </li></ul></ul><ul><li>Business brief </li></ul><ul><li>Brand understanding </li></ul><ul><li>Current state analysis </li></ul><ul><li>Empathetic research </li></ul><ul><li>Analysis </li></ul><ul><li>Communicate findings </li></ul><ul><li>Inspiration scan </li></ul><ul><li>Competitor analysis </li></ul>1 2 3 <ul><ul><li>Understand USERS and their context </li></ul></ul><ul><ul><li>Find sources of INSPIRATION </li></ul></ul>
  21. Empathetic research Learning what people do , not what they say they do
  22. Analysis Distill meaning out of data
  23. Communicating findings Stories powerfully communicate problems & opportunities
  24. How to create the strategy <ul><li>Problem </li></ul>Experience Research Solutions Problems & Consequences <ul><li>Principle </li></ul>WHAT HOW <ul><li>Solution </li></ul><ul><li>Users do not have time to watch full length sports games in their break </li></ul><ul><li>Snack-like </li></ul><ul><li>Provide game highlight videos </li></ul>Experience Strategy VISION
  25. Setting a vision Test & Iterate Experience Strategy Experience Research Promoting UX APATHETIC STAKEHOLDER’S STATE OF MIND YOUR ACTIVITY INTERESTED WORRIED REALISATION of need to change OPTIMISTIC ENGAGED MOTIVATED Proof Solutions Problems & Consequences Credibility YOUR GOAL
  26. Experience strategy is your sword
  27. Experience Strategy steps <ul><ul><li>Set a VISION for transforming the experience </li></ul></ul><ul><li>Vision (Experience Promise TM ) </li></ul><ul><li>Experience Principles </li></ul><ul><li>Visioning </li></ul><ul><li>Scenarios </li></ul><ul><li>Visuals </li></ul>1 2 3 <ul><ul><li>Define WHAT is needed to transform the experience </li></ul></ul><ul><ul><li>Show HOW the principles are applied </li></ul></ul>
  28. Vision (Experience Promise™)
  29. WHAT – experience principles Abstract Specific Solution? Solution? Solution? Solution? Principle Principle Principle
  30. HOW – visioning & scenarios
  31. HOW – visuals
  32. Validate the strategy Test & Iterate Experience Strategy Experience Research Promoting UX APATHETIC STAKEHOLDER’S STATE OF MIND YOUR ACTIVITY INTERESTED WORRIED REALISATION of need to change OPTIMISTIC ENGAGED MOTIVATED Proof Solutions Problems & Consequences Credibility YOUR GOAL
  33. Validating the experience strategy <ul><ul><li>TEST the ideas </li></ul></ul><ul><ul><li>ITERATE the solution </li></ul></ul><ul><li>Prototype </li></ul><ul><li>Concept test </li></ul><ul><li>Narrow down choices </li></ul><ul><li>Demonstrate requirements </li></ul>
  34. Now we’re ready Further Experience Design Involvement Objective Requirements Make Launch Experience Strategy
  35. Technology Business and it’s requirements Customers Design
  36. Thank you! Twitter: @colfelt http://www.colfelt.com See also: Twitter: DifferentUX http://www.different.com.au Never doubt that a small group of thoughtful committed people can change the world. In fact, it is the only thing that ever has. Margaret Mead (1907-1978) – American anthropologist

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