A presentation to help communicate how a PR driven communications platform can drive UX strategy

1. “A WAY IN”
Making UX happen in a PR/Social agency
Email: icampbell@golinharris.com Phone: 312 804 5749

2. “Design is so central and at the forefront of the most interesting work in digital that simply hiring it in when
you need it, if you need it, is not really a good long-term game anymore”
Says Fjord CEO Olof Schybergson. “Investing in it and making it part of you is something that’s sustainable and trustworthy and
believable to your clients.”
“The big need is, the battle ground
for most of our clients, is now
shifting towards … engagement of
the user, and that puts experience
at the center,” he says. Also known
as: UX.
“This is about helping our clients
transform to be digital businesses”
Says Baiju Shah, Accenture’s managing
director of strategy and innovation.

3. 1. CEOs don't really want a new business model
2. Business model innovation will be the next CEO's problem
3. Product is king. Nothing else matters
4. Information technology is only about keeping the trains
moving and lowering costs
5. Cannibalisation is off the table
6. Nowhere near enough connecting with unusual suspects
7. Line executives hold your pay card
8. Great idea, what's the ROI?
9. They shoot business model innovators, don't they?
10. You want to experiment in the real world, are you crazy?

4. Guiding light
We are
Solving design problems by understanding users needs and developing
insights to solve those needs - Design Thinking
designing
The end users experience is a priority - User centered design
digital marketing, products and services.
That have less of a focus on formal documentation and more of a focus on
cross-functional collaboration and testing - Lean UX

5. Design thinking
Design
Innovation

6. User centered

7. U what?
User/data
research
Experience
design
Information
architecture
Lean
UX
Web
design
Usability
Interaction
design
Library
Science
+
_

8. (Lean) UX
Lean UX is the practice of bringing the true nature of a product to light faster, in
a collaborative, cross-functional way that reduces the emphasis on thorough
documentation while increasing the focus on building a shared
understanding of the actual experience being designed.
Jeff Gothelf
(Author of Lean UX)

9. How are we going to do this?

10. UX driven process
A process geared toward quick iterations via highly collaborative cross-functional
teams, with tasks that are completed by multiple internal and external partners.
1. Briefing & Research
Why, what and who are we building this
product for?
Understanding of business objectives and
goals. Review the following:
• Current product goals (+content)
• Current product measurement / analytics
• Existing user testing data, or get a clear
understanding of user needs
• Problem statement
Benchmarks
• Competitors (Feature grid)
• Other plugin related product models
2. Audience Definition
Create a detailed view of the existing and
future users of the product. Focus on key
personas.
• Understanding user needs (online/offline)
• Persona development
• Experience mapping
• Time and context. When is the product
most needed by the user?
Page 1 of 3

11. UX driven process
3. Product development
Cross-functional team works in parallel to
brainstorm, determine features and viability of new
product ideas.
• Concept and idea development
• Product models and opportunity assessment
• Prioritizing assumptions
• Hypothesis statement
- Benchmarks (covered above)
- Define outcomes
- Key personas (covered above)
- Key features
- Channel and device type assessment
• Establish an MVP
• Feature definition
• Roadmap planning
• Content management. Tools, frequency,
ownership, etc.
4. Design
Create the UI, navigation design, page layouts
and architecture to support the new product.
Assuming a brand already identity exists.
• Concept and idea development
• Content creation and strategy
• UI design, site map and wireframes
• User testing 1
• Prototype development (key personas
and most important user paths)
• User testing 2
• Revise the above and repeat.
Page 2 of 3

12. UX driven process
5. Product development
The list of ‘after-the-fact’ essentials that are always
considered outside of the product development
process, but work much more effectively when
included early within the process.
• Search and SEO impact, goals and strategy
• Accessibility considerations
• PR media, launch and event planning
• Social media strategy. As marketing, content and
ongoing product strategy.
• Product marketing. Including branded content
creation
• Channel and device type assessment
6. Launch Strategy
Define the launch strategy with a product.
• What is/is not working assessment
- Analytics
- A/B testing and optimization
Page 3 of 3

13. Examples

14. PR/Social - The perfect platform
Jet Blue - Lift
It's what happens when we come together to make our communities and
ourselves the best that we can be.
Discover Student Loans - Win it. Need it. Gotta have it list.
Drive immediate mass awareness among college bound students/parents
Pfizer - Get Old
Engage in a conversation about aging. Become a trusted resource on health.
Build respect for the Pfizer brand.
OraQuick - Test on your Terms
A key message designed to deliver product and health benefit information.

15. UX in action
Discover Student Loans
Useable/Desirable – Human values
• To come
Feasible – Technology
• To come
Viable – Business
• To come

19. UX in action
Jet Blue
Useable/Desirable – Human values
• To come
Feasible – Technology
• To come
Viable – Business
• To come

21. UX in action
Pfizer
Useable/Desirable – Human values
• To come
Feasible – Technology
• To come
Viable – Business
• To come

23. UX in action
Orencia
Useable/Desirable – Human values
• To come
Feasible – Technology
• To come
Viable – Business
• To come

25. Anyone want to create
something like this?