“Creation, Maintenance & Destruction: A Product Lifecycle Philosophy” by Rush...
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Experience strategy with UX designer as protagonist
- 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
