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The Road Less Travelled

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My keynote address from @UXCambridge 2014. Partly about brand strategy. Partly about how UX should take more responsibility in engaging business. Mostly the story of how I got my groove back. #uxcam

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The Road Less Travelled

  1. A MINIMUM VIABLE PRESENTATION FOR UX CAMBRIDGE @MIKEATHERTON ! THE ROAD LESS TRAVELLED
  2. Sharepoint sucks. ! Alastair Mitchell and Andy McLoughlin
  3. THE FEATURITIS CURVE “I rule!” happiness “Cool!” User “So glad they added this!” “Nice, but I wish it did more…” Number of features “Guess I’d better read the manual” “Where the f*** did they put that?!” “Now I can’t even do the ONE SIMPLE THING I bought this for.” “I suck.” Kathy Sierra - Creating Passionate Users, 2005 Happy user peak RAWR!
  4. Pure function Feature wars Experience wars TECHNOLOGY LIFECYCLE Don Norman, The Invisible Computer, 1998
  5. People buy empowered versions of themselves.
  6. HUDDLE DESIGN PRINCIPLES simple, intuitive, magical, personal, loved, everywhere. @MIKEATHERTON
  7. HUDDLE DESIGN PRINCIPLES simple, intuitive, magical, personal, loved, everywhere. S.I.M.P.L.E.
  8. Marketers are only as good as what they have to work with.
  9. Brands live in the emotional centres of the brain.
  10. YOUR BRAND IS NOT YOUR LOGO. BRANDS OWN A CORNER OF YOUR MIND. BRAND IS A SMALL, DIFFERENTIATED IDEA. @MIKEATHERTON
  11. Casual Camera Instant Car Safe Games Console
  12. THE FIRST LAW OF BRANDING IS FOCUS OWNING A SINGLE DIFFERENTIATED IDEA IN THE CUSTOMER MIND AL RIES, THE 22 IMMUTABLE LAWS OF BRANDING
  13. What about you and me? (Relationship) What do I think about you? (Response) What are you? (Meaning) Who are you? (Identity) THE BRAND LADDER “Building brand equity is a sequence of steps, where each step is dependent on successful completion of the previous one.” Kevin Lane Keller - Building Customer-based Brand Equity, 2001
  14. PROGRESSION OF ECONOMIC VALUE commodities goods services transformations experiences CUSTOMER RELEVANCY DIFFERENTIATION PRICE PREMIUM Joseph Pine II and James H. Gilmore - The Experience Economy, 1999
  15. A brand is an idea that you stand for, made real by what you do and expressed through your personality. ! Wally Olins
  16. We choose to go to the moon. John F. Kennedy, 1962
  17. Work back from what you do to uncover your core purpose. We made an online guide to wildlife using BBC content Why? The BBC want to inform, educate, and entertain the British public. Core purpose Why is that important? The natural history archive has some of the best footage anywhere in the world Why? The BBC have invested heavily in natural history programming for over 50 years Why? The BBC want to make quality programmes which stand the test of time. Why is that important? It gives people new access to the BBC’s natural history archive
  18. Our core values are the qualities we care most about.
  19. COMMUNICAT I O N RESPECT INTEGRITY EXCELLENCE thanks to @jcolman
  20. Our values are not who we aspire to be. Our values are who we are.
  21. Astronaut name Dan Values they exhibit Always invent Makes social important Always ask questions Why they should go Dan represents the youthful spirit of the company, always trying new things and pushing us to do better. Astronaut name Michelle Values they exhibit Loves customers Problem-solver Pride in teaching Why they should go Michelle loves customer relationships - she can’t do enough to help. Her passion for the product makes her a great enthusiastic explainer. Astronaut name Suzanne Values they exhibit Social conscience Gives us deeper meaning Why they should go Suzanne’s work on our community programme reminds us of the real good our product can do for people, which makes us want to make it better. Astronaut name Kunal Values they exhibit Takes UK to the world Hits all his targets Finds opportunities Why they should go Kunal has made sure the world knows our name without compromising our personality. He’s great at finding new markets we can sell to. Astronaut name Jami Values they exhibit Voice of the user Wants to beat competition Why they should go Jami knows what users want, goes to bat for customers, and makes sure we never knowingly lose a customer to the competition.
  22. Core value candidates Always be inventing Never know everything Stay young and foolish Push for better Make a customer’s day, every day Share knowledge openly Support our communities Take the UK to the World Explore strange new worlds Go to bat for the customer Never knowingly lose a customer to the competition !
  23. Brand voice must be unique, authentic and talkable. Rohit Bhargava Personality Not Included
  24. FIND YOUR TRUE VOICE CUTE IS NOT THE ONLY TONE OF VOICE. AIM FOR UNIQUE, AUTHENTIC, TALKABLE...AND APPROPRIATE TO YOUR PRODUCT. @MIKEATHERTON
  25. CHALLENGER BRANDS REFRAME THE CONVERSATION MAKING US CONSIDER THE CATEGORY IN NEW WAYS AL RIES & JACK TROUT, POSITIONING: THE BATTLE FOR YOUR MIND
  26. $500? It’s the most expensive phone in the world! ! Steve Ballmer on the iPhone, 2007
  27. Computer Per sonal Computer Pocket Car Small
  28. WARNING: A short rant about UX now follows…
  29. This is SF. This is Sci-Fi.
  30. If this is User Experience Design…
  31. …is this UX?
  32. Complex messages can be overly-simplified. (Okay, so I made that tweet up)
  33. “The human centipede of UX dogma” Jason Mesut
  34. We talk endlessly about how the sausage should get made.
  35. Learning drives you from process to outcome VISIBILITY Trigger TIME Peak of inflated expectation Trough of disillusionment Slope of enlightenment Plateau of productivity Gartner Hype Cycle
  36. Make change and deliver value.
  37. THE STANDARD CONFERENCE QUESTION “How can I convince the business of the value of UX?” “I WANT PERMISSION TO GET BUSY WITH THE SHARPIES!” @MIKEATHERTON
  38. REFRAME THE QUESTION “How can I make UX valuable to the business?” STAND UP AND BE COUNTED. @MIKEATHERTON
  39. Think different.
  40. Collaboration Blogging Photos Intelligent Micro Instant
  41. People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. ! It means saying no to a hundred other good ideas. ! Steve Jobs
  42. Workshops bridge the silos and foster collaboration.
  43. Tina Fey Modern woman, intelligent humour, touch of sarcasm. Hugh Laurie British manner with global relevance, dry sarcasm. New MINI British know-how, glamour, fun, well-built, informal, technology wrapped in timeless style. David Tennant Charm, British but global, warmth, geek chic. Moo Avoiding commoditisation by delivering delight in the details. Dyson British boffin builds beautiful ball, beating big boys. MailChimp Application meets character to build a pleasurable experience. Zipcar Disrupting a complex incumbent with an easy, smart vision.
  44. Too little Just right Too much “ A secure online environment where information can easily and securely be shared externally within your business ecosystem.” “A place where you can share documents more easily and securely with your co-workers.” “A cool safe place for you to hang out at work and share your secret files.” “Welcome, Alastair Mitchell.” “Hello Alastair. Are you sitting comfortably? Then let's begin.” “Yo Alastair! Ready to rock and roll?” “Operation failed. Please try again.” “Your file didn't upload properly. Sorry about that. Try again?” “Uh-oh.The tubes got clogged. Let's have a do-over.” “No files or folders.” “What a desolate place this is! Maybe add some documents?” “Zip. Nada. Nothing to see here. Move along, already!”
  45. *Actual event may not match photo.
  46. REMEMBER YOUR MASLOW MEET BASIC NEEDS BEFORE DELIGHT SPEND YOUR GOODWILL ON PERSONALITY @MIKEATHERTON
  47. Joshua Porter Persuasion helps us think about distinctiveness.
  48. Just…wow. www.uxforgood.com
  49. My first professional site design, 1996. (Actual size) The web was once a wild and exciting place for me.
  50. Me! Interviewed in 2001. Too many hours making too little of lasting value burned me out. Also: ‘proliferated’?! What an idiot.
  51. Being a teacher makes it easy to explain my job at parties.
  52. Me as a teacher (early concepts)
  53. Me as a teacher (final prototype)
  54. We do information architecture, interviewing, prototyping…
  55. …to craft experiences which communicate brand.
  56. Class of Summer 2014. Coming to a job market near you.
  57. BRAND IS A TRIBE REACH THOSE WHO BELIEVE IN YOU. TELL PEOPLE THE STORY OF WHAT YOU WANT TO BECOME. @MIKEATHERTON
  58. BRAND IS YOUR RESPONSIBILITY MAKING MARKETING RUN YOUR BRAND IS LIKE MAKING I.T. RUN YOUR WEBSITE. LIVE YOUR VALUES IN EVERYTHING YOU DO. @MIKEATHERTON
  59. THE FUTURE OF WEB CONTENT SMALL PIECES, LOOSELY JOINED. FOCUSED AND INTERTWINGLED. @MIKEATHERTON
  60. FIND THE UNCONTESTED GROUND MAKE THINGS UNIQUE, AUTHENTIC & TALKABLE. USE BRAND VALUES TO DEFINE YOUR PROPOSITION. @MIKEATHERTON
  61. If you don’t link, you’re not part of the web.
  62. How you write defines your brand.
  63. What you offer defines your brand.
  64. Your design decisions define your brand.
  65. How you treat people defines your brand.
  66. If you’re better than you look, fix the brand. If you want to look better than you are, fix the company.
  67. You are responsible for the work you put into the world. ! Mike Monteiro
  68. EVERY COMPANY HAS A BRAND BRAND IS WHAT THEY SAY ABOUT YOU WHEN YOU’RE NOT IN THE ROOM. HELP THEM SAY SOMETHING NICE. @MIKEATHERTON
  69. Thanks for listening! @mikeatherton slideshare.net/reduxd My book, which I will totally write one day. !! MIKE ATHERTON Buy my book! (Just kidding. I haven’t written a book.)

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