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The Business of Experience CanUX 2007 presented by Jess McMullin nForm User Experience | www.nForm.ca November 26, 2007
Bridge http://www.flickr.com/photos/northbaywanderer/255118619//
Disciplines
Increase our Influence
HOW
[object Object],I believe
The Business Experience of
 
OUR SITUATION UNDERSTANDING TARGETING ADOPTING
OUR SITUATION UNDERSTANDING TARGETING ADOPTING Part 1
U.S.E.R.
 
 
 
OUR SITUATION UNDERSTANDING TARGETING ADOPTING Part 2
business understanding
business understanding depends on our
Things In Common ,[object Object]
FEAR
FAILURE
CONTROL
value centred design
 
BUSINESS GOALS HUMAN NEEDS OFFERING DELIVERY
?
PIVOT 180º
 
 
U.S.E.R.
OUR SITUATION UNDERSTANDING TARGETING ADOPTING Part 3
identify opportunity
experience impact framework
BUSINESS USER EXPERIENCE KIND OF IMPACT
business
LEAD MANAGE EXECUTE }
DELIVER AN OFFERING }
TO A CUSTOMER }
TO GENERATE REVENUE
$£¥€ $
LEAD MANAGE EXECUTE
LEAD MANAGE EXECUTE Insight | Direction | Resources | Constraints | Outcomes People | Process | Money | Materials | Infrastructure Discover | Develop | Produce | Market | Sell | Deliver | Support
experience user
UNDERSTAND SOLVE EVALUATE
UNDERSTAND SOLVE EVALUATE Qualitative | Quantitative  | Analysis | Synthesis | Modeling Model | Architecture | Flow | Prototype | Interface | Specification Analytics | Heuristics | Usability Testing | Performance | Metrics
impact
OPTIMIZE INFORM TRANSFORM
OPTIMIZE INFORM TRANSFORM Efficiency | Convenience | Automation | Savings Policy | Approach |  Current Opportunity | Decisions | Action Intersections | Framing |  Connecting | Innovation | New Value
OPTIMIZE INFORM TRANSFORM Do what we do now, but better Make smarter decisions Change how we do business
BUSINESS USER EXPERIENCE KIND OF IMPACT
IMPACT USER EXPERIENCE BUSINESS
 
 
 
status quo
We do this already
 
upwards optimize
intranets data dashboards
 
execution transform
new ways working of
 
management inform
smarter insight decisions means
 
the best picture we’ve ever had of our customers This is
leadership transform
is often by transformation invitation
 
EXERCISE TARGETING
LEAD MANAGE EXECUTE Insight | Direction | Resources | Constraints | Outcomes People | Process | Money | Materials | Infrastructure Discover | Develop | Produce | Market | Sell | Deliver | Support
OUR SITUATION UNDERSTANDING TARGETING ADOPTING Part 4
Crossing  the Chasm Geoffrey Moore “Crossing the Chasm” 1991
constraints reveal opportunity
Conflicting measures of success (b vs. d)
http://www.sxc.hu/photo/890642
 
PARTNER PILOT PUBLICIZE
Peel Back the Layers http://www.sxc.hu/photo/883940
 
Working Together Get People
 
 
 
VENDOR SHIP
PARTNER SHIP
MORE DO
MORE MATTER
closing in
value centred design
 
Blue Sky Barrier
Blue sky
Wave
World Changing http://commons.wikimedia.org/wiki/Image:As08-16-2593.jpg
Thank You! jess DOT mcmullin AT nform.ca 1.800.670.7025 www.nForm.ca www.bplusd.org www.slideshare.net/jessmcmullin Questions?

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