Challis Hodge is the VP of User Experience at Bridge Worldwide. The document provides an overview of experience planning and why it is important to involve UX practitioners. It defines experience design as considering patterns of life, goals, activity, context, repeated use, learning, sharing, emotion and more while applying the design process. UX practitioners seek to account for and minimize bias, bring a customer perspective, and facilitate a balance between business goals, user needs and technology. The document emphasizes that bias needs to be controlled and accounted for, and provides examples of how different groups like marketing, IT and creatives may have biases that distort their vision compared to focusing on the customer. It presents a process framework for UX and

1. Challis Hodge, VP User Experience
Bridge Worldwide
challis@challishodge.com

3. Main Entry: baux
Pronunciation: bO
Function: business term
Etymology: French
1 : One whose profession is to save
businesses and business stakeholders
from themselves.

4. A match made in heaven!

5. What is Experience Planning?

6. “A systematic series of actions aimed at
structuring, planning for, and facilitating an
intentional experience.”

7. Why do we need
UX People to do this?

8. “Experience design, or “design
for experience” is a name
for enlarging scope to consider
patterns of life, goals, activity,
context, repeated use,
learning, sharing, emotion, and
more…while applying
The Design Process.”
Marc Rettig

9. UX Practitioners seek to…
-Account for and minimize bias.
- Bring a customer perspective to problems
through deep understanding.
- Facilitate a balance between business
goals, user needs and technology.

10. Bias is another way of saying
‘unique perspective’
Everyone has one!

11. Bias is good
but it needs to be
controlled, harnessed
and accounted for.

12. What if your
corporate website
redesign initiative
was being led by…

13. …your internal business units?
Your Customer

14. …your marketing group?
Your Customer

15. …your IT department?
Your Customer

16. …your creative group?
Your Customer

17. Sometimes bias distorts
or blocks your vision

18. Flo
…a story

19. Levels of Understanding

20. Deeper understanding means better results

21. A Process Framework

22. “You can fix it on paper with an eraser,
or you can fix it on the construction site
with a sledge hammer.”
--Frank Lloyd Wright
Not correcting user experience
problems until development can
cost 10 times more than in
design and can increase to 100
times more after launch.
Source: Software Engineering: A Practitioners Approach,
Usability Engineering, 1993

23. Specify What Will & Will Not be Made Produce & Assemble the Parts
Research & understand the customer Produce & test copy, graphics, code
& templates
Define the brand & technology
Solicit necessary approvals
Define features, functions & what
we’re going to make Assemble & stage final solution
Discover
Discover Define Design Develop Deploy
Define the Problem Architect & Design the Experience Launch & Measure Success
Create business case & business Develop & refine concepts Launch beta, test & refine
requirements
Detail the system architecture Launch final design
Reach consensus & define
Finalize and test wireframes & design Measure the results
measurable success criteria
concept
Refine as needed

24. User Experience
Business Analysis

25. “The end of all thought must be action”
Aldus Huxley