Bet-the-Farm UX: How to harness User-Centered Design, Design Thinking and Lean Startup to drive mission critical UX innovation and lasting organizational change. Startups and large organizations alike have to be nimble and react to market change faster than ever. The entrepreneurs and intrapreneurs within these organizations know that, but don’t always have the talent and tools at their disposal to be successful. John’s team has increasingly been asked to support these innovators and support their existing teams so they can drive both exceptional experiences and organizational change. Find out how John and his team approach “bet-the-farm” innovation projects by taking the best elements from major movements (User-Centered Design, Design Thinking, Lean Startup) plus the psychology of persuasive design in order to gather critical insights about users, workshop with stakeholders and align on goals, and nurture both the product and the team behind it. John will show concrete examples where they helped at the world’s biggest online payment company, the world’s biggest academic association and a major governmental agency all succeed at innovating where they were unable to do so in the past.

1. Bet-the-Farm UX
John Whalen, PhD
Principal, Strategy & User Experience
jw@brilliantexperience.com
brilliantexperience.com
@brlexp

2. Agenda
‣ Introduce Brilliant Experience
‣ Bet-the-Farm UX Methodology
‣ Questions

3. Introducing Brilliant Experience

4. Research
Stakeholder Interviews
Field Research
Competitor Reviews
Expert Reviews
Strategy and Ideation
Strategy Workshop
Design Studio
Rapid Prototyping
Iterative Refinement
UX and Design
IA & Flow
Interaction Design
Concept Realization
Visual Design & Branding

5. Fast Facts
‣ Boutique user experience consultancy
‣ Founded 2011
‣ Founders 15+ years experience in the field
‣ Approximately 1/2 clients large enterprise, 1/2 funded startups
‣ Self-funded, profitable since inception
‣ Annual revenue doubling since founding

6. Types of Clients
1. Enterprises seeking innovation renewal
- Seek more user research
- Want strategy and ideation guidance
- Need help motivating team
2. Startups seeking professional UX
- Need help getting product to launch
- Want a more professional user experience

7. Sample Clients

8. Meet Our Specialists
user experience
usability
designerdeveloper

9. Bet-the-Farm UX: Introduction

10. The world around us is changing faster than ever

11. Leading companies can falter faster than ever if they fail to innovate.

12. Having a great brand is not enough.

13. Having a great brand is not enough.

14. We support Entrepreneurs and Intrapreneurs by
leading mission-critical UX innovation projects.

15. How do we “cross the chasm”?
User Insights
Great Experience,
Successful Product
Insert
Magical
Process
Here

16. Not recommended

17. Hard to find

18. Overall Process

19. To help you understand what “this” is,
let’s play ‘Name that Methodology’

20. User Stories
1
Design &
Develop
2
Feedback
3

21. User Stories
1
Design &
Develop
2
Feedback
3
Agile

23. Build
1
Measure
2
Learn
3

24. Build
1
Measure
2
Learn
3
Lean
Startup

25. Lean Startup

26. Copyright © 2012-2013 Brilliant Experience
1 2 3 4
Empathize with
the audience you
are designing for.
Brainstorm
possible designs
Build a representation
of one or more of your
ideas
PrototypeIdeateResearch
Test your ideas for
feedback
Test

27. Copyright © 2012-2013 Brilliant Experience
Empathize with
the audience you
are designing for.
Brainstorm
possible designs
Build a representation
of one or more of your
ideas
PrototypeIdeateResearch
Test your ideas for
feedback
Test
Design
Thinking
1 2 3 4

28. Design Thinking

29. Design Thinking
Check out IDEO, or as we like to say:
“Brilliant Experience of the west”
A couple books by IDEO founders:

30. Brilliant’s Agile/Lean/DT Experience

31. Brilliant’s Methodology Mix
‣ market research (probing individual psyches for needs/desires)
‣ user-centered design
‣ design thinking / innovation techniques
‣ lean startup / agile UX
‣ behavioral economics / persuasive design
!
Plus some: management consulting

32. UX success lies beyond UX

33. Two Tracks
Product Development Team Development

34. Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment

35. Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team

36. Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio

37. Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio
Exploration of solution space Intensive training

38. Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio
Exploration of solution space Intensive training
Partner designers / developers Support UX team

39. Examples

40. Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment

41. What do they say? do? think?
Consumer! Lawyer! Banker!
Neuroscien2st! VAD7Nurse! Drug7Researcher!
Farmer! Federal7Administrator! Mom7/7Chauffeur!

42. Meet Jane: Pattern Analyst

43. Meet Jane: Pattern Analyst
Note: we are visiting her in her
normal place of work.

44. Meet Jane’s work

45. Stakeholder Alignment

46. Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team

47. Baseline Testing

48. UX Lead
Technical
Lead
User
Researcher
Usability
Expert
Front-End
Developer
Front-End
Developer
Interaction
Designer
‣ Majority of large organizations use
hybrid employee/consultant teams
‣ Provides specialized capabilities when
needed
‣ Helps to kick start internal team growth
‣ Allows company to determine which
roles should be in house
UX
Strategist
consultant
employee
Evaluate The Team

49. Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio

50. CEO: I know you had an agenda,
but let’s just sketch our ideas
anyway...

52. Elevator Pitch

53. Business Needs

54. Personas

55. Scenarios

56. Customer Experience Journey

57. Early Ideation

58. Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio
Exploration of solution space Intensive training

59. Sketching & Prototyping

61. Design Iterations

62. Iterative Testing
PRESS GANEY
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Southwest
ORTHOPEDICS
Pediatrics
Emergency
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Hospital Acquired Infection
9
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Physical Restraint Accidental OverdosagesAdverse Blood Reactions
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1 2 4
50% 12%
Complications
24%
2.7%
Mortality
Core MeasuresReadmissions
16%
24%
85%
24%
1.2%
24%
detail
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RevenuePerformanceView:Date Range: 1m 3m 1yr YTD Custom Division/Service Linequick Links:
Performance > System Wide

63. Intensive Training

64. Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio
Exploration of solution space Intensive training
Partner designers / developers Support UX team

65. Summary

66. Brilliant’s Methodology Mix
‣ market research (probing individual psyches for needs/desires)
‣ user-centered design
‣ design thinking / innovation techniques
‣ lean startup / agile UX
‣ behavioral economics / persuasive design
!
Plus some: management consulting

67. Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio
Exploration of solution space Intensive training
Partner designers / developers Support UX team

68. PayPal
Research, Strategy, and Redesign

69. Research
Stakeholder Interviews
Field Research
Competitor Reviews
Expert Reviews
Strategy and Ideation
Strategy Workshop
Design Studio
Rapid Prototyping
Iterative Refinement
UX and Design
IA & Flow
Interaction Design
Concept Realization
Visual Design & Branding
Thank you! @brlexp | brilliantexperience.com