1. Strategic User
Experience
@leisa

2. Strategic User
Experience
@leisa

3. ‘everyone has a plan,
until they get
punched in the face’
- Mike Tyson, World Heavyweight Boxing Champion

4. Top Down
designing better environments for doing better UX
Bottom Up
delivering strategy through execution

5. ?
what is stopping you from
doing your best work for
your organisation

6. org chart budgets & accounting
KPIs & targets leadership
priorities methodology
incentives culture
vision
power environment
communications technology

7. The Golden Circle - Simon Sinek
‘People don’t buy what you do, they buy why you do it’

8. a customer doesn’t buy a drill...

9. everyone has their face
toward the CEO and
their ass toward the customer
- Jack Welch -

10. ‘Culture eats
strategy for
breakfast’

11. what are you trying to
achieve?
1. vision (business purpose)
what’s the plan?
2. business
strategy
value proposition
target audience
business model
customer experience strategy
3.
what tools keep customer
the organisation
customer journey map
experience (CX)
aligned?
framework personas
design principles
KPIs and metrics
how do we
execute the plan? 4. strategy driven
tactical execution
cross-disciplinary workflow
prototyping in code
evidence driven decisions
agile, iterative methodology

12. Business Model
Yes! you need to understand it
No! you don’t need an MBA
(unless you want one)
Make sure you understand and care about
where the money comes in and goes out
(both costs or customers lost).

14. Customer
Experience

15. Customer Journey Mapping
http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/

16. A team that has a
shared mission
that is important
does not get thrown off
by a bad quarter or a bad
press report.
- Gary Hemel

17. prototyping strategy
creating strategy through execution

18. the olden days

19. design is not linear

20. problem solving is squiggly

21. How I work now...
- get a multidisciplinary team quickly.
- sketch to HTML, stay out of photoshop
- real content, prototype/testing content
- multiple prototypes (test lots of ideas, don’t commit)
- quickly test both qualitative and ‘active’ use
- let stakeholders ‘touch’ your ideas
- iterate, the more quickly to learn more.
- only document what you really need to.

22. prototyping beats abstraction

23. Be making,
not documenting
what does it feel like?

24. Don’t work alone
a small, co-located team is best
-you (UX/IA)
- 1 or 2 FE Developers (UX Developers?)
- Content Prototyper
- BA / Project Mgr
- Visual/Graphic Designer
- 1 or two Back End Dev

25. Prototype in Code
say no to Axure.

29. Don’t Present .psd Files
spend as little time as possible in photoshop
only present to stakeholders in HTML

30. Experiment Immediately
embrace experimentation
make evidence based decisions

31. Prototype Change
make new things less scary

37. How to Break the Mould?
prototyping new strategies into existence

38. customer journey map
informed by one on one interviews
the massive impact that a connection with someone at
Surrey (staff or current student) can have on this decision
the stress (and
prospectus as souvenir in
opportunity for us) of
subject first, then university early stage of journey the ‘intellectual’ and very the highly emotional ‘cultural
the personal statement
online process of making the fit’ process of choosing your
first shortlist ‘dream university’

39. true on current website
intent survey

40. search keyword analysis
internal site search terms

41. Hardcoded Prototype
built on Bootstrap framework

46. and it’s responsive!
surrey.ac.uk

47. Show, don’t tell
a design principle and a way of working

48. Make Decisions with Evidence
embrace experimentation
make evidence based decisions

49. card sorting
will people find courses they want in the subject groupings we propose?

50. super early click testing
PROTOTYPE CURRENT WEBSITE

51. Content Prototyping
content is crucial.
experiment with content

52. At which of these two universities would you prefer to study?

53. Prototypes
are
Persuasive
excite your stakeholders

54. Strategy lives in delivery
not in meetings

55. if you get a seat at
the strategy table...
bring a prototype

56. thank you!
@leisa