Experience Strategy with UX designer
as protagonist

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>

The status quo Business as
usual

Technology solution Customers and their
requirements Business and it’s requirements Design

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?

Business as usual Business Strategy
Product Strategy Implementation Strategy Objective Requirements Make Launch <ul><ul><li>PROJECT LIFECYCLE </li></ul></ul>

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

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)

Being a protagonist Enter Arnold
Schwarzenegger

UX designer as a protagonist

Connecting with decision makers Can
be skeptical of “design”

Connecting with decision makers They
perceive a need

Connecting with decision makers How
they perceive “design”

Making design ‘real’ Distribution Sales
Conversions Acquisition Costs Efficiency Strategy Differentiation NPS Profit margin Customer Satisfaction Advantage Investment BUSINESS TALK

Risk of failure is your
friend Objective Requirements Make Launch $ $$$! Cost of change <ul><ul><li>PROJECT LIFECYCLE </li></ul></ul>Experience Strategy

Creating an experience strategy As
a protagonist

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

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

Experience research is your shield

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>

Empathetic research Learning what people
do , not what they say they do

Analysis Distill meaning out of
data

Communicating findings Stories powerfully communicate
problems & opportunities

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

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

Experience strategy is your sword

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>

Vision (Experience Promise™)

WHAT – experience principles Abstract
Specific Solution? Solution? Solution? Solution? Principle Principle Principle

HOW – visioning & scenarios

HOW – visuals

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

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>

Now we’re ready Further Experience
Design Involvement Objective Requirements Make Launch Experience Strategy

Technology Business and it’s requirements
Customers Design

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