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The
Business of Experience
Hands-On Methods to
Increase Your Influence
DocTrain West 2008
presented by Jess McMullin
nForm User Experience | www.nForm.ca
May 9, 2008
INTRO
DESIGN
BUSINESS
INFLUENCE
PIVOT METHODS
WRAP UP
Part 1   8:30-8:45
INTRO
DESIGN
BUSINESS
INFLUENCE
PIVOT METHODS
WRAP UP
I’M
[ Tell your partner your worst project
story in 1 minute or less ]
Part 2   8:45-9:00
INTRO
DESIGN
BUSINESS
INFLUENCE
PIVOT METHODS
WRAP UP
Design Maturity
Design by Default



»
Style


»
Function+Form


»

»
Problem Solving

»

»

»
Framing
»
»

»

»
UNDERSTAND
•   Interviews          •   Content analysis
•   Surveys             •   Field studies
•   Focus groups        •   Competitive analysis
•   Analytics           •   Brainstorming
•   Heuristics          •   Talking about the project
•   Usability testing   •   Wireframing
                        •   Design games
                        •   Workshops
                        •   Personas
SOLVE
• Wireframes            • Site map
• Prototyping           • Use cases
• Sketching             • Flash prototyping
• Assumption smashing
• Solutions, lateral
  thinking
• Mind mapping
• Comics
• Scenarios
EVALUATE
• Usability testing        • Bucket testing (A-B
• User feedback in           testing)
  general way, listen to   • Surveys and web
  the “buts”                 analytics
• Better to start this
  early… at 10% into
  the project, not 90%
• Whiteboarding
HIT THE WALL
Increase our
Influence
I believe
Our field has reached the point in
our collective practice where the
barriers to increasing influence are
not about better methods for
working with users, but better
methods for working with business.
Part 3   9:00-9:30
INTRO
DESIGN
BUSINESS
INFLUENCE
PIVOT METHODS
WRAP UP
Busin                                                 ROI
                                                      Net Present Value
                                                      Internal Rate of Return
                                                      Porter’s 5 Forces



ess
Fluen
cy
http://www.flickr.com/photos/ribenawrath/139155418/
Venn
Overload –
Complex
RED HERRING
Raising Revenue
Reducing Costs
Reaching Goals
Retaining Talent
Delight Customers
CASH
MARGIN
VELOCITY
RETURN
GROWTH
CASE STUDY

 Business 101
Jr. Haircut: $35.00 and up, plus tip
Sr. Haircut: $65.00 and up, plus tip
Haircut from Abe: $16.00 plus tip
Business (101)
   Case: Present Abbe’s vs. Eveline Charles. Using business terms
introduced earlier, show how the 2 companies are different (or similar) in terms of:


                                     ABBE’S                                    Eveline Charles
 Cash


 Margin


 Velocity


 Return


 Growth
the one thing
a business needs?
customers
simple,
not simplistic
LEAD
MANAGE
EXECUTE
DELIVER
AN OFFERING
TO A
CUSTOMER
TO GENERATE
REVENUE
LEAD
MANAGE
EXECUTE
LEAD
Insight | Direction | Resources | Constraints | Outcomes




MANAGE
People | Process | Money | Materials | Infrastructure




EXECUTE
Discover | Develop | Produce | Market | Sell | Deliver | Support
Part 4  9:30-10:15
INTRO
DESIGN
BUSINESS
INFLUENCE
PIVOT METHODS
WRAP UP
EXERCISE

 The $5 Challenge
6 Universal Principles

1.   Commitment and Consistency
2.   Social Proof
3.   Reciprocity
4.   Liking
5.   Authority
6.   Scarcity
(from Cialdini, Influence: The Psychology of Persuasion )
COMMITMENT &
CONSISTENCY
COMMITMENT &
CONSISTENCY
COMMITMENT &
CONSISTENCY
RECIPROCITY
SOCIAL
PROOF
AUTHORITY
AUTHORITY
LIKING
SCARCITY
Influence Process
1.Identify Audience(s)
2.Understand Motivation
3.Focus on Value
4.Target Your Methods
5.Commit to Action
Step 1
AUDIENCE(S)
MOTIVATIONS
VALUE
TARGETING
COMMIT
IDENTIFY
YOUR
AUDIENCE(S)
BUSINESS
                                       PERSONA
                                        •   April Campbell
                                        •   51 years old
                                        •   EA to the exec team at EnviroPoints

•   Does all of the exec team’s scheduling and bookings
•   Moved with Austin from the tech company that went bust over to
    EnviroPoints; is his trusted advisor
•   Is very protective of execs’ time; goal each week is to make sure
    that her exec team gets their work done and live a balanced life
•   Is super organized and thinks of herself as a good reader of
    people; first impressions are important
•   Has 25 years of Admin experience: mostly in high tech (lived in
    the Bay area for the last 15 years); was an Admin for a
    pharmaceutical company in Switzerland before that
•   Traveled the world and speaks French, German, and Spanish
Influence Network
8 People
1.   The Advocate
2.   The Superior
3.   The Peer
4.   The Frontline
5.   The Critic
6.   The Validator
7.   The Gatekeeper
8.   The Maverick (thanks Donna & Stephen)
ADVOCATE
SUPERIOR
PEER
FRONTLINE
CRITIC
VALIDATOR
VALIDATOR
VALIDATOR
VALIDATOR
VALIDATOR
GATEKEEPER
GATEKEEPER
GATEKEEPER
MAVERICK
Influence Network
Influence Network




Jason Fried courtesy James Duncan Davidson/O'Reilly Media, Inc.
EXERCISE

 Influence
 Network Diagram
BUSINESS
                                       PERSONA
                                        •   April Campbell
                                        •   51 years old
                                        •   EA to the exec team at EnviroPoints

•   Does all of the exec team’s scheduling and bookings
•   Moved with Austin from the tech company that went bust over to
    EnviroPoints; is his trusted advisor
•   Is very protective of execs’ time; goal each week is to make sure
    that her exec team gets their work done and live a balanced life
•   Is super organized and thinks of herself as a good reader of
    people; first impressions are important
•   Has 25 years of Admin experience: mostly in high tech (lived in
    the Bay area for the last 15 years); was an Admin for a
    pharmaceutical company in Switzerland before that
•   Traveled the world and speaks French, German, and Spanish
AUDIENCE(S)
8 People
1.   The Advocate
2.   The Superior
3.   The Peer
4.   The Frontline
5.   The Critic
6.   The Validator
7.   The Gatekeeper
8.   The Maverick (thanks Donna & Stephen)
Step 2
AUDIENCE(S)
MOTIVATIONS
VALUE
TARGETING
COMMIT
UNDERSTAND
MOTIVATIONS
Five Mindsets
5 Minds - Brain
Risk
Reward
Power(thanks Joe S.)



Inertia
Vendorship
RISK
Up and to the right




REWARD
Empire Building




POWER
The Official Future




INERTIA
VENDORSHIP
MOTIVATION
MAPPING
Individual   Risk   Reward Power   Inertia   Vendorship
Advocate
Superior
Gatekeeper
Peer
Frontline
Critic
Validator
Maverick
Myself
MOTIVATION MAP
MOTIVATION MAP
            Superior



            Gatekeeper




            Frontline




            Customer
EXERCISE

 Motivation Map
MOTIVATIONS
Risk
Reward
Power(thanks Joe S.)



Inertia
Vendorship
Step 3
AUDIENCE(S)
MOTIVATIONS
VALUE
TARGETING
COMMIT
FOCUS ON
BUSINESS
VALUE
LEAD
MANAGE
EXECUTE
LEAD
Insight | Direction | Resources | Constraints | Outcomes




MANAGE
People | Process | Money | Materials | Infrastructure




EXECUTE
Discover | Develop | Produce | Market | Sell | Deliver | Support
LEAD
MANAGE
EXECUTE
Design Maturity
EXERCISE

 Business Value
 Worksheet
VALUE
Step 4
AUDIENCE(S)
MOTIVATIONS
VALUE
TARGETING
COMMIT
TARGET
RIGHT
PEOPLE
RIGHT
METHODS
Decide by the
numbers?
or…Decide by
your gut?
UNDERSTAND
SOLVE
EVALUATE
UNDERSTAND
Qualitative | Quantitative | Analysis | Synthesis | Modeling




SOLVE
Model | Architecture | Flow | Prototype | Interface | Specification




EVALUATE
Analytics | Heuristics | Usability Testing | Metrics
Imagine yourself in the future.
Looking back, what method would
this person really benefit from for
this activity?
TARGETING
Step 5
AUDIENCE(S)
MOTIVATIONS
VALUE
TARGETING
COMMIT
COMMIT TO
ACTION
Commitment Process
•   Build Trust
•   Open Questions
•   Explore & Anchor
•   Closed Questions
•   Will You? Questions
TRUST
OPEN ?s
Explore & Anchor




EXPLORE
Explore & Anchor




ANCHOR
CLOSED ?s
WILL YOU ?s
COMMIT TO ACTION




   How was it last year donating a Summit seat?
   So it worked out alright?
   Will you donate a Summit attendance this year?
Part 5  10:30-11:45
INTRO
DESIGN
BUSINESS
INFLUENCE
PIVOT METHODS
WRAP UP
Process Overview
Live Capture
Live Capture
Demo
How To Design the Box

•     Create a box for the product,
      even if it isn’t shipped in a box.

•     Elements for the Box Front:
       –   Name
       –   Tagline
       –   3 key selling features
       –   Imagery / Color / Type (Later)

•           Design the Box
      Box Back:
       – Feature Set
       – System Requirements

    From Jim Highsmith, Cutter Institute
EXERCISE

 Design the Box
Conversational
EXERCISE

 Conversational Sketching
Double Divide the
Dollar
EXERCISE

 Divide the Dollar
EXERCISE

 Swimlanes
How to align user needs,
business drivers, and online
offerings.
EXERCISE

 Pivoting Your own Toolbox
 (depending on time)
PIVOT METHODS
Part 6  11:45-12:00
INTRO
DESIGN
BUSINESS
INFLUENCE
PIVOT METHODS
WRAP UP
Crossing the Chasm



Geoffrey Moore “Crossing the Chasm” 1991
Influence Process
AUDIENCE(S)
MOTIVATIONS
VALUE
TARGETING
COMMIT
Thank You!
jess DOT mcmullin AT nform.ca
1.800.670.7025
www.nForm.ca
www.bplusd.org
www.slideshare.net/nform
Reading
8 Situations
1.   Seat at the Table
2.   Greenlight
3.   Fork in the Road
4.   Crisis
5.   Internal Investment
6.   Not invented here
7.   Aiming for a different goal
8.   The Official Future
SEAT@TABLE
GREENLIGHT
FORK
CRISIS
INVESTMENT
NOT INVENTED
DIFFERENT
OFFICIAL
HIT THE WALL

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