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UXLEADERSHIP 
And the secret to 
exponential growth.
They have 2 things in common: 
1. They were not considered to be leaders 
growing up. 
2. They are the most prolific busin...
Market Caps 
Google = $369 billion, est 1998 
Amazon = $164 billion, est 1994 
Apple = $700 billion, est 1976 
Facebook =$...
Leadership is not wisdom, personal charisma, or will-to- 
power. It is a condition that arises when clarity of 
purpose (w...
They are not society’s version 
of a typical leader.
7 Traits of UX-Led 
Businesses
1. They clearly define and communicate 
the higher level purpose of the 
company. 
! 
‘We wanted to create joy for our peo...
Chip Conley, Founder of Joie De Vivre Hotels & fest300.com
2. They identify, challenge and 
constantly revisit the PURCHASE 
DRIVERS in their industry/product 
category. 
e.g. fresh...
3. They clearly define, articulate, physically 
draw, digitise, share and constantly revisit a 
map of the ideal customer ...
4. They have a leadership team that 
understands the vision for the experience and 
are willing to put the the customer’s ...
5. They build systems that support the 
defined experience and it’s composite 
experiential ‘slices’.
6. They have team members who are clear about 
which part of the experience they own, and 
who consciously put this above ...
7. They keep iterating the slices towards a 
better experience.
When people that work in any position of 
leadership in a company : 
Are aware of their roles as experience 
designers; 
A...
UX-isms
THIS WAS DESIGNED 
There were people that made decisions, an 
experience was deployed and customers 
lived the experience.
EXPERIENCE 
M APPING 
The beginning of any UX Led business is a 
mapped experience for key stakeholders.
THIN SLICE 
“Thin slicing” allows you to 
focus on improving an aspect 
of the experience without 
necessarily changing th...
MAKE, BREAK, REPEAT 
An iterative culture creates room for 
experimentation and encourages rapid 
prototyping.
The process of mapping the user 
experience with a diverse team 
increases your organisational 
intelligence, provides ins...
When a touch point or 
experience design 
feature clearly leads 
the user to an intuitive 
action. 
“SPEAKS IT’S POWER”
Is there a part of the experience 
that results in word of mouth and 
real ‘pick up’ in usage of the 
product/experience. ...
THINK OUTSIDE IN 
Experience innovators do not view the 
experience through the lens of systems 
constraints. They look at...
Microinteractions They are the features within the features that 
build trust. Small details that make up the 
difference ...
We often look for the wow factor in an 
experience whilst missing the fact that 
most users would really appreciate 
atten...
IT’S ALWAYS DAY ONE
There’s always more 
invention in the future. 
Always more customer 
innovation. New ways to 
obsess over customers. - Jef...
Patrick Carmody 
UXFOUNDRY.CO.ZA
UX Led Business
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UX Led Business

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A simple outline of key user experience concepts, with examples. The premise of UX led business is that leadership decisions need to be viewed through the lens of the user experience.

Published in: Business, Technology

UX Led Business

  1. 1. UXLEADERSHIP And the secret to exponential growth.
  2. 2. They have 2 things in common: 1. They were not considered to be leaders growing up. 2. They are the most prolific business leaders of all time, outstripping the shareholder value delivery of any of their Fortune 500 predecessors.
  3. 3. Market Caps Google = $369 billion, est 1998 Amazon = $164 billion, est 1994 Apple = $700 billion, est 1976 Facebook =$170 billion, est 2004 Walmart = $245 billion, est 1962 Twitter = $30 billion, est 2006
  4. 4. Leadership is not wisdom, personal charisma, or will-to- power. It is a condition that arises when clarity of purpose (which permits unambiguous action) exists within the organization. Pangaro
  5. 5. They are not society’s version of a typical leader.
  6. 6. 7 Traits of UX-Led Businesses
  7. 7. 1. They clearly define and communicate the higher level purpose of the company. ! ‘We wanted to create joy for our people and our customers’! - Chip Conley, ex-CEO of Joie de Vivre Hotels!
  8. 8. Chip Conley, Founder of Joie De Vivre Hotels & fest300.com
  9. 9. 2. They identify, challenge and constantly revisit the PURCHASE DRIVERS in their industry/product category. e.g. freshness in bakeries, wait times in banking, ! ! Selection, price and shipping period in e-commerce!
  10. 10. 3. They clearly define, articulate, physically draw, digitise, share and constantly revisit a map of the ideal customer experience.
  11. 11. 4. They have a leadership team that understands the vision for the experience and are willing to put the the customer’s experience ahead of other need sets* *generally these red herrings are short term commercial pressures or organisational efficiency issues!
  12. 12. 5. They build systems that support the defined experience and it’s composite experiential ‘slices’.
  13. 13. 6. They have team members who are clear about which part of the experience they own, and who consciously put this above politics, personalities and power struggles.
  14. 14. 7. They keep iterating the slices towards a better experience.
  15. 15. When people that work in any position of leadership in a company : Are aware of their roles as experience designers; Are able to weave a specific, relevant ethos into these experiences… THE RESULT IS DEEP COMPETITIVE ADVANTAGE.
  16. 16. UX-isms
  17. 17. THIS WAS DESIGNED There were people that made decisions, an experience was deployed and customers lived the experience.
  18. 18. EXPERIENCE M APPING The beginning of any UX Led business is a mapped experience for key stakeholders.
  19. 19. THIN SLICE “Thin slicing” allows you to focus on improving an aspect of the experience without necessarily changing the whole experience.
  20. 20. MAKE, BREAK, REPEAT An iterative culture creates room for experimentation and encourages rapid prototyping.
  21. 21. The process of mapping the user experience with a diverse team increases your organisational intelligence, provides insight into how team members understand their customer, combats politics and improves processes. TEAM UX
  22. 22. When a touch point or experience design feature clearly leads the user to an intuitive action. “SPEAKS IT’S POWER”
  23. 23. Is there a part of the experience that results in word of mouth and real ‘pick up’ in usage of the product/experience. POISONED TIP
  24. 24. THINK OUTSIDE IN Experience innovators do not view the experience through the lens of systems constraints. They look at the world through the ideal experience of the user and how the system can support that experience.
  25. 25. Microinteractions They are the features within the features that build trust. Small details that make up the difference between a product you tolerate and a product you love.
  26. 26. We often look for the wow factor in an experience whilst missing the fact that most users would really appreciate attention to basic details. BRILLIANT BASICS
  27. 27. IT’S ALWAYS DAY ONE
  28. 28. There’s always more invention in the future. Always more customer innovation. New ways to obsess over customers. - Jeff Bezos
  29. 29. Patrick Carmody UXFOUNDRY.CO.ZA

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