Francis Norton - Business strategy as a driver for UCD

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  • Francis Norton - Business strategy as a driver for UCD

    1. 1. Business Strategy as a driver for UCD Lightning UX 6th March 2012
    2. 2. What’s the problem?How do we communicate the value of UX to the business?
    3. 3. What’s going on?Current explanations typically involve some combination of Risk Reductionand Emulating Success
    4. 4. Fear, Fashion and Facts Business response:Fear and Fashion alone are just BogeymenFor credibility, we need Facts
    5. 5. Startups are learning machines...Lean Startup“... the products a startup builds are really experiments [...] that information is much more important than dollars ...” from The Lean Startup Eric Ries
    6. 6. ... and so are corporationsService-Dominant Logic“... the interaction of the producer and the consumer [...] as they co-create value ...”“... an emphasis on financial transactions for information feedback rather than a goal of profit maximisation” from The Service-Dominant Mindset, R. F. Lusch and S. L. Vargo
    7. 7. So help them learnFind or define a metric which relates to the business strategy (You don’t need perfect numbers)Explain how you plan to improve the metric (Realism is more important than infallibility)
    8. 8. It’s not about communicationWhat service are you offering the business? How are they creating value from your service? Can you re-design it to create more value?
    9. 9. Thank you. Francis NortonService Design for Startupsfrancis.norton@gmail.com @francisnorton

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