SlideShare a Scribd company logo
Strategic User Experience
          Leisa Reichelt
        UX Bristol, July 2011
If you want to be a brand, you have to work from the inside out
 A great logo isn’t going to make a shitty product any less shitty,
         any more than a hard worker is going to make
                 a bad boss a compelling leader.’
        Christopher Simmons - http://www.aiga.org/content.cfm/what-design-cant-do
To know what a business is we have to start with its
purpose. Its purpose must lie outside of the business itself.
In fact, it must lie in society, since business enterprise is an
     organ of society. There is only one valid definition of
            business purpose: to create a customer.

         - Peter Drucker, Management: Tasks, Responsibilities, Practice
What the customer thinks he or she is buying, what he or
   she considers value is decisive – it determines what a
 business is, what it produces, and whether it will prosper.
And what the customer buys and considers value is never a
 product. It is always a utility – that is, what a product or
    service does for him or her. And what is value for the
             customer is anything but obvious.
         - Peter Drucker, Management: Tasks, Responsibilities, Practice
business strategy is UX strategy
UX as Facilitator
    “one who contributes structure and process to
 interactions so groups are able to function effectively
           and make high-quality decisions.
A helper and enabler whose goal is to support others to
           achieve exceptional performance”
               Facilitation at a Glance: Ingrid Bens
what are you
trying to achieve?      1. mission (business purpose)
         business       2. business strategy
         strategy           - value proposition (competitive advantage)
                            - experience strategy
what’s
 the
                            - target audience
plan?                       - business model
                        3. customer experience strategy
         ux strategy        - experience map & touchpoints
                            - personas
                            - design principles
how do                      - KPIs & metrics
  we
execute
  the
 plan?
                        4. tactical execution
                           - prioritisation
    strategy driven          - strategy led design
   tactical execution       - design evaluation
                            - methodology
what are you
trying to achieve?      1. mission (business purpose)
         business       2. business strategy
         strategy           - value proposition (competitive advantage)
                            - experience strategy
what’s
 the
                            - target audience
plan?                       - business model
                        3. customer experience strategy
         ux strategy        - experience map & touchpoints
                            - personas
                            - design principles
how do                      - KPIs & metrics
  we
execute
  the
 plan?
                        4. tactical execution
                           - prioritisation
    strategy driven          - strategy led design
   tactical execution       - design evaluation
                            - methodology
thanks Gamestorming


2. business strategy (value proposition)
our brand is the only ____________ that _____________
        Zag: The #1 Strategy of High Performance Brands
                         Marty Neumeier




2. business strategy (value proposition)
‘make mantra’ - Guy Kawasaki
            Authentic Athletic Performance - Nike
             Fun Family Entertainment - Disney
          Rewarding Everyday Moments - Starbucks




2. business strategy (value proposition)
what are you
trying to achieve?      1. mission (business purpose)
         business       2. business strategy
         strategy           - value proposition
                            - experience strategy
what’s
 the
                            - target audience
plan?                       - business model
                        3. customer experience strategy
         ux strategy        - experience map & touchpoints
                            - personas
                            - design principles
how do                      - KPIs & metrics
  we
execute
  the
 plan?
                        4. tactical execution
                           - prioritisation
    strategy driven          - strategy led design
   tactical execution       - design evaluation
                            - methodology
Harry Beckwith- Selling the Invisible




      why are companies terrified of a clear value proposition
    look up the positioning quote from selling the invisible and put
       it here - the bit about saying what you are is saying what
                                you’re not.
                      - Harry Beckwith, Selling the Invisible




2. business strategy (target audience)
‘How can you deliver a unique value to meet
 an important set of needs for an important
            set of customers’
      - Michael Porter, Business Strategy Guru




2. business strategy (target audience)
if you design for everyone,
         you design for no one.




2. business strategy (target audience)
what are you
trying to achieve?      1. mission (business purpose)
                        2. business strategy
         business           - value proposition
         strategy
                            - experience strategy
                             - product description
what’s
 the                        - target audience
plan?                       - business model
                        3. customer experience strategy
         ux strategy        - experience map & touch points
                            - personas
                            - design principles
how do                      - KPIs & metrics
  we
execute
  the
 plan?
                        4. tactical execution
                           - prioritisation
    strategy driven          - strategy led design
   tactical execution       - design evaluation
                            - methodology
3. customer experience strategy (experience map)
http://www.servicedesigntools.org/tools/8



3. customer experience strategy (experience map)
http://www.servicedesigntools.org/tools/8



3. customer experience strategy (experience map)
what are you
trying to achieve?      1. mission (business purpose)
         business       2. business strategy
         strategy           - value proposition
                            - experience strategy
what’s                      - target audience
 the
plan?                       - business model
                        3. customer experience strategy
         ux strategy        - experience map & touchpoints
                            - personas
                            - design principles
how do                      - KPIs & metrics
  we
execute
  the
 plan?
                        4. tactical execution
                           - prioritisation
    strategy driven          - strategy led design
   tactical execution       - design evaluation
                            - methodology
personas
what are you
trying to achieve?      1. mission (business purpose)
         business
                        2. business strategy
         strategy           - value proposition
                            - experience strategy
what’s                      - target audience
 the                        - business model
plan?

                        3. customer experience strategy
         ux strategy        - experience map & touchpoints
                            - personas
                            - design principles
how do                      - KPIs & metrics
  we
execute
  the
 plan?
                        4. tactical execution
                           - prioritisation
    strategy driven          - strategy led design
   tactical execution       - design evaluation
                            - methodology
get the information into the world
  - Don Norman, Living with Complexity
how to get a group to make a complex decision
                    like, say, agree on a value proposition or a wireframe




generate    synthesis &      evaluate &             make a            clearly articulate
  ideas    explore ideas   prioritise ideas         decision            agreed value
                                                                         proposition




                                         ref: http://www.uie.com/articles/kj_technique/
how to wireframe strategically




define audience   generate    synthesis &       evaluate &       make a     sketch the
 & purpose of       ideas    explore ideas    prioritise ideas   decision   wireframe
   interface
strategic collaborative
  wireframe outline
‘it’s simple, but it’s not easy’
‘a great way to get fired’
thank you & good luck
       disambiguity.com
   leisa.reichelt@gmail.com
             @leisa

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Strategic UX Workshop - UX Bristol

  • 1. Strategic User Experience Leisa Reichelt UX Bristol, July 2011
  • 2. If you want to be a brand, you have to work from the inside out A great logo isn’t going to make a shitty product any less shitty, any more than a hard worker is going to make a bad boss a compelling leader.’ Christopher Simmons - http://www.aiga.org/content.cfm/what-design-cant-do
  • 3. To know what a business is we have to start with its purpose. Its purpose must lie outside of the business itself. In fact, it must lie in society, since business enterprise is an organ of society. There is only one valid definition of business purpose: to create a customer. - Peter Drucker, Management: Tasks, Responsibilities, Practice
  • 4. What the customer thinks he or she is buying, what he or she considers value is decisive – it determines what a business is, what it produces, and whether it will prosper. And what the customer buys and considers value is never a product. It is always a utility – that is, what a product or service does for him or her. And what is value for the customer is anything but obvious. - Peter Drucker, Management: Tasks, Responsibilities, Practice
  • 5. business strategy is UX strategy
  • 6. UX as Facilitator “one who contributes structure and process to interactions so groups are able to function effectively and make high-quality decisions. A helper and enabler whose goal is to support others to achieve exceptional performance” Facilitation at a Glance: Ingrid Bens
  • 7. what are you trying to achieve? 1. mission (business purpose) business 2. business strategy strategy - value proposition (competitive advantage) - experience strategy what’s the - target audience plan? - business model 3. customer experience strategy ux strategy - experience map & touchpoints - personas - design principles how do - KPIs & metrics we execute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
  • 8. what are you trying to achieve? 1. mission (business purpose) business 2. business strategy strategy - value proposition (competitive advantage) - experience strategy what’s the - target audience plan? - business model 3. customer experience strategy ux strategy - experience map & touchpoints - personas - design principles how do - KPIs & metrics we execute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
  • 9. thanks Gamestorming 2. business strategy (value proposition)
  • 10. our brand is the only ____________ that _____________ Zag: The #1 Strategy of High Performance Brands Marty Neumeier 2. business strategy (value proposition)
  • 11. ‘make mantra’ - Guy Kawasaki Authentic Athletic Performance - Nike Fun Family Entertainment - Disney Rewarding Everyday Moments - Starbucks 2. business strategy (value proposition)
  • 12. what are you trying to achieve? 1. mission (business purpose) business 2. business strategy strategy - value proposition - experience strategy what’s the - target audience plan? - business model 3. customer experience strategy ux strategy - experience map & touchpoints - personas - design principles how do - KPIs & metrics we execute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
  • 13. Harry Beckwith- Selling the Invisible why are companies terrified of a clear value proposition look up the positioning quote from selling the invisible and put it here - the bit about saying what you are is saying what you’re not. - Harry Beckwith, Selling the Invisible 2. business strategy (target audience)
  • 14. ‘How can you deliver a unique value to meet an important set of needs for an important set of customers’ - Michael Porter, Business Strategy Guru 2. business strategy (target audience)
  • 15. if you design for everyone, you design for no one. 2. business strategy (target audience)
  • 16. what are you trying to achieve? 1. mission (business purpose) 2. business strategy business - value proposition strategy - experience strategy - product description what’s the - target audience plan? - business model 3. customer experience strategy ux strategy - experience map & touch points - personas - design principles how do - KPIs & metrics we execute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
  • 17.
  • 18. 3. customer experience strategy (experience map)
  • 21. what are you trying to achieve? 1. mission (business purpose) business 2. business strategy strategy - value proposition - experience strategy what’s - target audience the plan? - business model 3. customer experience strategy ux strategy - experience map & touchpoints - personas - design principles how do - KPIs & metrics we execute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
  • 23. what are you trying to achieve? 1. mission (business purpose) business 2. business strategy strategy - value proposition - experience strategy what’s - target audience the - business model plan? 3. customer experience strategy ux strategy - experience map & touchpoints - personas - design principles how do - KPIs & metrics we execute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
  • 24.
  • 25. get the information into the world - Don Norman, Living with Complexity
  • 26. how to get a group to make a complex decision like, say, agree on a value proposition or a wireframe generate synthesis & evaluate & make a clearly articulate ideas explore ideas prioritise ideas decision agreed value proposition ref: http://www.uie.com/articles/kj_technique/
  • 27. how to wireframe strategically define audience generate synthesis & evaluate & make a sketch the & purpose of ideas explore ideas prioritise ideas decision wireframe interface
  • 28. strategic collaborative wireframe outline
  • 29. ‘it’s simple, but it’s not easy’
  • 30. ‘a great way to get fired’
  • 31. thank you & good luck disambiguity.com leisa.reichelt@gmail.com @leisa