A few years back, I posed my peers the question ""Will designers lose design strategy to business strategists learning design thinking". Some said "Yes!" blaming complacency of design firms and contemporary design education. Others said "No", believing that our discipline is so unique that it can never be usurped. The answer probably lies somewhere in between. One way we can ensure the answer is "No!" is to develop strategic design techniques that provide value to business and bridge the often-wide communication gap between business and design professionals. I will share several that have been successful in my experience over the past few years at Isobar and Continuum.
UX STRAT 2014: Matthew Holloway, "Design Your Strategy"UX STRAT
Some say that design is to strategy, what the Knight is to Chess, but its well understood to win the game you need to design a successful strategy. With organizations taking design more seriously, and viewing their design < both the people and artifacts, as a critical market differentiator, it is easy to image a seat at the table with your name on it. Design can play a dual role; both in the realization as well as the definition of strategy. Ideally this should make it even easier to promote the value of design‹unfortunately the difference is often lost on most people, most often on designers themselves. When you image sitting there with your CEO, what will you say? What will be your POV?
UX STRAT Europe 2017: Martin Kulessa: “Turning BMW into a Customer Oriented M...UX STRAT
UX STRAT Europe 2017 presentation by Martin Kulessa, Chief Customer Officer, NOW Mobility Services, BMW: “Turning BMW into a Customer Oriented Mobility Services Provider”
Mobile Center of Excellence is perfect for organizations looking to ensure the long-term success of their mobile strategies and Applications. It’s built to help you create and define the building blocks of a successful Center of Excellence for Mobile.
Mobile UX COE Strategists will work with your team to understand your current state readiness, build a vision for the Mobile Center of Excellence within your organization, and define the requirements for standing up a Mobile COE. Beyond just the components of a Center of Excellence, helps team creates a realistic roadmap for COE creation based on the people, process, and technology maturity within your business
UX STRAT 2014: Matthew Holloway, "Design Your Strategy"UX STRAT
Some say that design is to strategy, what the Knight is to Chess, but its well understood to win the game you need to design a successful strategy. With organizations taking design more seriously, and viewing their design < both the people and artifacts, as a critical market differentiator, it is easy to image a seat at the table with your name on it. Design can play a dual role; both in the realization as well as the definition of strategy. Ideally this should make it even easier to promote the value of design‹unfortunately the difference is often lost on most people, most often on designers themselves. When you image sitting there with your CEO, what will you say? What will be your POV?
UX STRAT Europe 2017: Martin Kulessa: “Turning BMW into a Customer Oriented M...UX STRAT
UX STRAT Europe 2017 presentation by Martin Kulessa, Chief Customer Officer, NOW Mobility Services, BMW: “Turning BMW into a Customer Oriented Mobility Services Provider”
Mobile Center of Excellence is perfect for organizations looking to ensure the long-term success of their mobile strategies and Applications. It’s built to help you create and define the building blocks of a successful Center of Excellence for Mobile.
Mobile UX COE Strategists will work with your team to understand your current state readiness, build a vision for the Mobile Center of Excellence within your organization, and define the requirements for standing up a Mobile COE. Beyond just the components of a Center of Excellence, helps team creates a realistic roadmap for COE creation based on the people, process, and technology maturity within your business
Here's how we at Melewi do a UX Audit of existing website, web and mobile apps to improve usability and the product's success, based on your business objectives and the target audience.
UX STRAT 2014: Tim Loo's Workshop - Experience Visioning & RoadmappingTim Loo
This presentation is a shareable version of my workshop presentation from UX STRAT 2014, Boulder, Colorado.
In this workshop, we discussed the purpose of vision and roadmap in the experience strategy and the importance of working together with both business stakeholders and customers in the planning process. We covered practical definitions, skills and techniques:
- What is an experience vision?
- What are the ingredients for a great experience visions?
- Running visioning workshops with stakeholders
- Communicating experience vision through storytelling
- What is an experience roadmap?
- Creating a delivery roadmap
The activity of using methods, skills and tools to understand user engagement with a website is called a UX Audit.
Even in case this was done at the time of website development, it could not have included future traffic behaviour or change in design trends and optimisation techniques.
Per this article on Forbes, every dollar invested in improving UX has multifold returns. Good design is just good business.
Businesses Want Results, Not Empathy Maps — #cxtalks Dallas 10 minute talkJeremy Johnson
While design is becoming ever more important in the business world, we’re at a crossroads where if we can't connect customer understanding to actionable themes or business results we’re going to lose our seat at the table. Customer Experience professionals need to become masters at blending customer, business, and technology to give teams a clear path ahead.
Key Takeaways
1. CX Pros need to get really good at understanding design, business AND technology
2. CX Pros need to get good at connecting customer insights to tangible features and products
3. CX Pros need to help design teams connect to business teams in an effective way
UX STRAT USA, Mike Hubler and Tim Klauda, "Changing the Culture of Consumer a...UX STRAT
Presentation at UX STRAT 2015 by Tim Klauda, Vice President of Global Digital Creative, Walt Disney Parks & Resorts; and Mike Hubler, User Experience Program Manager, Northrop Grumman Corporation
Presentation by John Yesko at the 2011 Information Architecture Summit (IA Summit) entitled: "The User Experience Brief: The What and Why Before the How."
We IAs spend a lot of time discussing the “core” documents in information architecture—wireframes, site maps, prototypes. But we often jump into these very tactical, design-oriented deliverables too hastily.
The user experience brief takes on a more strategic role. Early in the project, it’s our vehicle to summarize what we know so far, particularly requirements and research results. More importantly though, it lays the foundation for the UX design approach, with the goals of gathering consensus and identifying sticking points early on. The user experience brief illuminates the organizing principles—user experience fundamentals to be followed and referenced throughout the project.
We’ll talk about the value of this early-project document, its role in shaping the user experience approach, how its composed, and its limitations. We’ll look at a number of great visual examples too. Introduced the right way and at the right time, the UX brief can be an invaluable stake in the ground with clients and internal stakeholders.
Let's Get Physical: Scaling UX Strategy for Digital Interactions with Physical Space
Leading groundbreaking large-scale UX strategy to envision, define and create scalable business processes and data automation applied not to ui but to physical spaces – buildings – includes lots of challenges. Learn how we created efficient methods and tools to gather disparate sources of property information, organize it and turn it into useful well-structured spatial data that brings to life interactive experiences with physical space… on a huge scale – for more than 4,000 Hilton hotels across 11 brands in 80-plus countries in… a very short time.
In the digital world, any successful product feature will be copied swiftly by competitors. The only way to maintain a competitive advantage is through the customer experience you provide.
Customer Experience & User Experience - is the union greater than the sum of ...UXPA International
This presentation will bring to focus CX & UX disciplines and the synergies in their approach to solving customer problems. We will talk about a model where CX & UX disciplines will need to work together through shared processes and deliverables. The cooperation and coexistence of the groups allows for unifying experiences for customers across multiple channels and devices. There are internet retailers that carry your cart status across multiple devices, now imagine it’s a retailer with a brick and mortar along with a digital presence that can carry your cart across all of those channels. The union of CX & UX teams organizationally or from a process and deliverables standpoint can be beneficial for the two groups and the business. We will present the story of UX and CX groups coming together within our company to create organizational change to be focused on customers.
Strategic Alignment by Design - Short Term Fire Fighting versus Unified Direc...UXDXConf
Transformation isn't just a UX project, it's the whole company project. Donal O'Mahony, Global Head of Experience Design at IoT Saas company Verizon Connect, has been leading experience transformation in his organisation to create incremental experience improvements with his 70 person X team.
In his talk, Dónal will discuss:
- Directional CFT leadership alignment to help deliver multi-year digital transformation.
- 'That was a great service design workshop, now what do we do?!'
- Shared goals - unifying leadership around customer outcome OKRs.
- One vision - telling an evolving, multi-year customer outcome story every CFT believes in.
User experience consultant David Juhlin talks UX strategies for businesses and the multiple levels to consider when planning your strategy. Should your company aim to be an industry pioneer in UX? Or should you replicate the successful strategies of other UX leaders? If you decided to be an industry leader, what organizational structures and capabilities would be beneficial? This presentation from the "5 Levels of UX Strategy" webinar answers these questions and provides a high-level framework that can be used when considering UX strategies.
David is a User Experience Consultant at Bentley University. He provides consulting services to clients all over the globe and oversees his own company called GoUsability. He also teaches Online UX Research at Bentley University, and last year, contributed a section about tree testing to Elizabeth Rosenzweig’s book Successful User Experience.
Read the Q&As from the webinar on our blog at http://blog.trymyui.com/2016/07/levels-of-ux-strategy-qa/, or watch the full video recording of David's presentation at http://trymyui.com/webinar/levels-of-ux-strategy
UX STRAT 2014: Krispian Emert, "Lessons from UX STRAT 2013: Applied to the Re...UX STRAT
Conference attendees may enjoy watching presentations, and attending workshops, but they may be wondering, "How can I apply this in the real world?" or "How can I integrate this into my current work?" This talk will explain how I took lessons from key presentations and workshops at UX STRAT 2013, and show how I have applied these lessons into my current work.
So you've developed a UX strategy: now what? How can you feel confident that the strategies you have identified are truly targeted towards overcoming the challenges your users actually face? In this presentation, I will share a real case study that walks you through the process I used to develop UX strategies and then analyze how they mapped to my users' workflow. This process helped me validate my hypotheses, and feel confident evangelizing the strategies throughout my organization. You will leave this presentation will a new methodology that you can use in your own strategic UX process.
Here's how we at Melewi do a UX Audit of existing website, web and mobile apps to improve usability and the product's success, based on your business objectives and the target audience.
UX STRAT 2014: Tim Loo's Workshop - Experience Visioning & RoadmappingTim Loo
This presentation is a shareable version of my workshop presentation from UX STRAT 2014, Boulder, Colorado.
In this workshop, we discussed the purpose of vision and roadmap in the experience strategy and the importance of working together with both business stakeholders and customers in the planning process. We covered practical definitions, skills and techniques:
- What is an experience vision?
- What are the ingredients for a great experience visions?
- Running visioning workshops with stakeholders
- Communicating experience vision through storytelling
- What is an experience roadmap?
- Creating a delivery roadmap
The activity of using methods, skills and tools to understand user engagement with a website is called a UX Audit.
Even in case this was done at the time of website development, it could not have included future traffic behaviour or change in design trends and optimisation techniques.
Per this article on Forbes, every dollar invested in improving UX has multifold returns. Good design is just good business.
Businesses Want Results, Not Empathy Maps — #cxtalks Dallas 10 minute talkJeremy Johnson
While design is becoming ever more important in the business world, we’re at a crossroads where if we can't connect customer understanding to actionable themes or business results we’re going to lose our seat at the table. Customer Experience professionals need to become masters at blending customer, business, and technology to give teams a clear path ahead.
Key Takeaways
1. CX Pros need to get really good at understanding design, business AND technology
2. CX Pros need to get good at connecting customer insights to tangible features and products
3. CX Pros need to help design teams connect to business teams in an effective way
UX STRAT USA, Mike Hubler and Tim Klauda, "Changing the Culture of Consumer a...UX STRAT
Presentation at UX STRAT 2015 by Tim Klauda, Vice President of Global Digital Creative, Walt Disney Parks & Resorts; and Mike Hubler, User Experience Program Manager, Northrop Grumman Corporation
Presentation by John Yesko at the 2011 Information Architecture Summit (IA Summit) entitled: "The User Experience Brief: The What and Why Before the How."
We IAs spend a lot of time discussing the “core” documents in information architecture—wireframes, site maps, prototypes. But we often jump into these very tactical, design-oriented deliverables too hastily.
The user experience brief takes on a more strategic role. Early in the project, it’s our vehicle to summarize what we know so far, particularly requirements and research results. More importantly though, it lays the foundation for the UX design approach, with the goals of gathering consensus and identifying sticking points early on. The user experience brief illuminates the organizing principles—user experience fundamentals to be followed and referenced throughout the project.
We’ll talk about the value of this early-project document, its role in shaping the user experience approach, how its composed, and its limitations. We’ll look at a number of great visual examples too. Introduced the right way and at the right time, the UX brief can be an invaluable stake in the ground with clients and internal stakeholders.
Let's Get Physical: Scaling UX Strategy for Digital Interactions with Physical Space
Leading groundbreaking large-scale UX strategy to envision, define and create scalable business processes and data automation applied not to ui but to physical spaces – buildings – includes lots of challenges. Learn how we created efficient methods and tools to gather disparate sources of property information, organize it and turn it into useful well-structured spatial data that brings to life interactive experiences with physical space… on a huge scale – for more than 4,000 Hilton hotels across 11 brands in 80-plus countries in… a very short time.
In the digital world, any successful product feature will be copied swiftly by competitors. The only way to maintain a competitive advantage is through the customer experience you provide.
Customer Experience & User Experience - is the union greater than the sum of ...UXPA International
This presentation will bring to focus CX & UX disciplines and the synergies in their approach to solving customer problems. We will talk about a model where CX & UX disciplines will need to work together through shared processes and deliverables. The cooperation and coexistence of the groups allows for unifying experiences for customers across multiple channels and devices. There are internet retailers that carry your cart status across multiple devices, now imagine it’s a retailer with a brick and mortar along with a digital presence that can carry your cart across all of those channels. The union of CX & UX teams organizationally or from a process and deliverables standpoint can be beneficial for the two groups and the business. We will present the story of UX and CX groups coming together within our company to create organizational change to be focused on customers.
Strategic Alignment by Design - Short Term Fire Fighting versus Unified Direc...UXDXConf
Transformation isn't just a UX project, it's the whole company project. Donal O'Mahony, Global Head of Experience Design at IoT Saas company Verizon Connect, has been leading experience transformation in his organisation to create incremental experience improvements with his 70 person X team.
In his talk, Dónal will discuss:
- Directional CFT leadership alignment to help deliver multi-year digital transformation.
- 'That was a great service design workshop, now what do we do?!'
- Shared goals - unifying leadership around customer outcome OKRs.
- One vision - telling an evolving, multi-year customer outcome story every CFT believes in.
User experience consultant David Juhlin talks UX strategies for businesses and the multiple levels to consider when planning your strategy. Should your company aim to be an industry pioneer in UX? Or should you replicate the successful strategies of other UX leaders? If you decided to be an industry leader, what organizational structures and capabilities would be beneficial? This presentation from the "5 Levels of UX Strategy" webinar answers these questions and provides a high-level framework that can be used when considering UX strategies.
David is a User Experience Consultant at Bentley University. He provides consulting services to clients all over the globe and oversees his own company called GoUsability. He also teaches Online UX Research at Bentley University, and last year, contributed a section about tree testing to Elizabeth Rosenzweig’s book Successful User Experience.
Read the Q&As from the webinar on our blog at http://blog.trymyui.com/2016/07/levels-of-ux-strategy-qa/, or watch the full video recording of David's presentation at http://trymyui.com/webinar/levels-of-ux-strategy
UX STRAT 2014: Krispian Emert, "Lessons from UX STRAT 2013: Applied to the Re...UX STRAT
Conference attendees may enjoy watching presentations, and attending workshops, but they may be wondering, "How can I apply this in the real world?" or "How can I integrate this into my current work?" This talk will explain how I took lessons from key presentations and workshops at UX STRAT 2013, and show how I have applied these lessons into my current work.
So you've developed a UX strategy: now what? How can you feel confident that the strategies you have identified are truly targeted towards overcoming the challenges your users actually face? In this presentation, I will share a real case study that walks you through the process I used to develop UX strategies and then analyze how they mapped to my users' workflow. This process helped me validate my hypotheses, and feel confident evangelizing the strategies throughout my organization. You will leave this presentation will a new methodology that you can use in your own strategic UX process.
UX STRAT 2014: Peter Merholz, "Shaping Organizations to Deliver Great User Ex...UX STRAT
As the field of User Experience evolves, it has gone through successive stages. The first focused on methodologies -- it was important to develop how to design for user experience. However, it was clear that was insufficient (because so many bad experiences continued to make it out into the world), and so the field shifted upstream to strategy. We felt that if we could inform strategy, we'd be setting up our designs to succeed. That, too, has fallen short. It turns out we need to pull back even further and think hard about the shape of our organizations, both with design and throughout the whole company. In this talk I'll draw from my experience as head of design for Groupon to show how organizational models and practices are crucial for delivering great user experiences.
UX STRAT 2014: Ronnie Battista, "Big Love: The Case for Conscious Coupling in...UX STRAT
As the first UXSTRAT conference revealed, existential issues remain surrounding who is practicing and owning this emerging UX Strategy discipline. Where did "Customer Experience" come from? Why does Experience Design differ from Service Design? Like Chimpanzees and Humans DNA, aren't we something like 98% the same? Such arguments are both exhausting and counterproductive. A veteran of the nomenclature wars, Ronnie believes there may be an answer. In this presentation, Ronnie will posit a future vision that is simple, satisfying and singularly salacious. Experience the power of Big Love: When it comes to what we do, Ronnie plans to leave no wiggle in the room
Introduction to product management in India. Useful for newcomers to product management, or for people moving into product management in India from overseas.
Evaluating Brand Attributes in a Digital EnvironmentFlexMR
Understanding the value of your brand is a key indicator of your position in the marketplace. But an exact evaluation of brands, including both tangible financial data as well as customer perceptions and intangible brand equity is difficult to achieve. One small mistake in understanding customer perception can lead businesses astray and have devastating consequences.
Fortunately, it is easier than ever before to evaluate brand attributes and build a clear picture of customer opinion. In this session, we aim to show you the diverse range of creative tools available to help align your brand and customer perceptions - as well as building this in to your financial models, giving an accurate overview of brand assets and intangible financial equity.
Book a free demo of our market research platform to see the full demonstration: http://bit.ly/1MK0jG3
Maryann is a Senior Portfolio Marketing Manager overseeing product marketing, content development, and brand strategy.
The purpose of this deck is to show her creative process, approach to marketing initiatives, and examples of work. This should be used as an extension of her resume. Enjoy!
Competitive Analysis remains an underleveraged - yet - powerful tool in the product strategist's arsenal. Most companies know who their competitors are. Yet competitive analysis is rarely done in an in-depth manner and usually only covers feature checklists of similar products. This presentation will cover how to examine every aspect of your competition so that winning strategic plans can be put in place. This includes a four-step process for developing competitive analysis for both internal and external audiences and topics such as SWOT analysis, Porter's five forces, channel, team/company, product features, funding and others.
It’s important to understand the potential impact that a new disruptive technology might have on the marekt. The role of the Market Opportunity Analysis (MOA) is to help guide the process of better understanding of the most important market segments, how fast the opportuity is growing, what are the key sustainable differentiations and why are these important. Finally, the purpose of the MOA is to, on one hand, describe the key value propostions and to profile the most important use cases and how best to acquire customers.
We have prepared the following template which describes the MOA process and how outlines the factors for successfully growing market share. Our IRG MOA PowerPoint takes you through the key steps for learning about emerging market opportunities and using that learning to influence strategic decision making.
ROS Research is a market research company that specializes in standard data collection, analysis and consulting services. Our task is to provide comprehensive solutions and complete insight delivery in order to present highly specialized information to enhance end-user understanding.
UX STRAT Online 2021 Presentation by Sudha JamtheUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"AIX: Framework for Designing Human-Centric AI"
Sudha Jamthe
Stanford University: Artificial Intelligence Instructor
UX STRAT Online 2021 Presentation by Jessa Parette, Capital OneUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"How to Measure Design Quality"
Jessa Parette
Capital One: Head of Design - Strategy, Research & Systems
UX STRAT Online 2021 Presentation by Rina Tambo JensenUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"How to Incorporate Mixed Methods Research"
Rina Tambo Jensen
UX STRAT Online 2021 Presentation by Gideon Simons, ZinierUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Progressive Design with AI"
Gideon Simons
Zinier: Senior Director of Product Design & User Research
UX STRAT Online 2021 Presentation by Mike Kuniavsky, AccentureUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Niche Manufacturing, AI and Computational Design at Accenture Labs"
Mike Kuniavsky
Accenture: Technology R&D Senior Principal
UX STRAT Online 2021 Presentation by Carolyn Chang and Christine Liao of Link...UX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Designing Human-Centered AI Experiences at LinkedIn"
Carolyn Chang
LinkedIn: Principal User Experience Researcher
Christine Liao
LinkedIn: Product Design Lead
UX STRAT Online 2021 Presentation by Dr. Jofish Kaye, AnthemUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Strategy & Organization for AI & UX in Healthcare"
Dr. Jofish Kaye
Anthem: Senior Director of Interaction Design & AI
UX STRAT Online 2021 Presentation by Carol Smith, Carnegie Mellon UniversityUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Mixed Methods in UX Research in the Fields of Design, Data, and AI"
Carol Smith
Carnegie Mellon: Sr. Research Scientist
UX STRAT Online 2021 Presentation by Dr. Hsien-Hui Tang and Michael T LaiUX STRAT
"Shifting the Value of Experience: From Design to Strategy"
Dr. Hsien-Hui Tang
Tang UX Consultancy: Experience Strategy Expert
Michael T Lai
X Thinking University: Dean
UX STRAT Online 2021 Presentation by Paul-Jervis Heath, Modern HumanUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Finding a Compelling Value Proposition for Emerging Technologies"
Paul-Jervis Heath
Modern Human: Chief Creative Officer & Founding Partner
UX STRAT Online 2021 Presentation by Jos-Marien Jansen, PhilipsUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Mixed Methods in UX Research in the Fields of Design, Data, and AI"
Jos-Marien Jansen
Philips: Sr. Design Researcher
UX STRAT Online 2021 Presentation by Adilakshmi Veerubhotla, IBMUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Design Tools to Get the Most from AI"
Adilakshmi Veerubhotla
IBM: UX Architect
UX STRAT Online 2021 Presentation by Nur Karadeniz, Publicis SapientUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Designing Systemic Transformation"
Nur Karadeniz
Publicis Sapient: Group Director - Industry Head of Experience
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Uncertain Times as Drivers of Innovation"
Remko Vermeulen
Koa Health: VP of Product
UX STRAT Online 2021 Presentation by Maryna Razakhatskaya, ConsultantUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Design Framework for Spatial Immersive Experiences"
Maryna Razakhatskaya
Consultant: Creative Technologist
UX STRAT Online 2021 Presentation by Josephine Scholtes, MicrosoftUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Designing Conversational AI at Microsoft: A Design Toolkit"
Josephine Scholtes
Microsoft: User Experience Consultant
UX STRAT Online 2021 Presentation by Sander Bogers, PhilipsUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Designing Meaningful Human-AI Interactions"
Sander Bogers
Philips: Data-Enabled Design Consultant
UX STRAT Online 2021 Presentation by Veena Sonwalkar, frogUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Crowdsourcing & Outsourcing Research During the Pandemic
Veena Sonwalkar
frog: Assoc. Design Director
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Strategic Design Methods for Business Impact"
Angel Brown
Digitas Health: Group Director Experience Strategy
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
Unleash Your Inner Demon with the "Let's Summon Demons" T-Shirt. Calling all fans of dark humor and edgy fashion! The "Let's Summon Demons" t-shirt is a unique way to express yourself and turn heads.
https://dribbble.com/shots/24253051-Let-s-Summon-Demons-Shirt
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
7 Alternatives to Bullet Points in PowerPointAlvis Oh
So you tried all the ways to beautify your bullet points on your pitch deck but it just got way uglier. These points are supposed to be memorable and leave a lasting impression on your audience. With these tips, you'll no longer have to spend so much time thinking how you should present your pointers.
UX STRAT 2014: Brian Gillespie, "How to Avoid Losing Design Strategy to Business Strategists"
1. UX STRAT 2014
The UX Strategy Conference
Boulder, Colorado, Sept. 7-9
How to avoid losing
design strategy to
business strategists
Brian Gillespie, Independent Consultant, Strategic Design
Boston, MA
8. 8
Strategic design is…
"
The use of design processes to foster
innovation and grow business
"
9. 9
Strategic design is…
"
An integrated and holistic approach to
the design of how a company does
business
• through customer-facing touch-points
• driven by strategic business intelligence
• supporting diverse strategic goals."
"
15. Goal: White space
Critique the customer experience offered by leading competitors to gain
insights and feed design recommendations
Parity
Differentiation
Satisfaction
Advantage
Competitor Customer Experience Audit
16. Competitor Customer Experience Audit
Approach: Empathy
Customer Experience
Lifecycle
Awareness
Evaluation
Decision
Delivery
Use
Support
Loyalty
Re-purchase
Cross-sell
Competitor 1
Competitor 3
Prospective
Customer
New
Customer
Long-term
Customer Competitor 2
Customer
Persona
Persona
Goals and
Needs
Tasks &
Heuristics
Key
Competitors
17. Methodology
1! 2! 3! 4! 5!
Determine* !
key competitor !
sites** for review!
Develop !
combination !
active trader !
persona!
Model a !
customer !
experience !
lifecycle!
Identify!
strengths, !
weaknesses, !
and !
opportunities!
Simulate !
and rate !
experience !
from active !
trader !
mindset!
• Fidelity
• Ameritrade
• Schwab
• Scottrade
• E*Trade
• OptionsXpress
NOTES:
*Choices were principally
based on two sources:
-Industry research
(Corporate Insight,
JD Powers etc)
-Internal research
(June 2004)
**Only web-based, not
software-based
trading platforms
audited
Stats
• Average annual
income: $90,000
• Average assets:
$350,000
• Average trades/yr
- 120 stocks
- 72 options
- 1 mutual
funds
- 0 for bonds
• % trades with
margin: 73%
Expectations
• Execution quality
• Overall cost
• Looks for
trustworthiness,
reliability,
experience
Identified key
online
experiences
throughout the
customer
lifecycle
• Prospect
• Start of Day
• Research
• Trading
• Loyalty
Involved user
experience
design experts
and subject
matter experts
(Product
Management &
Experience Design,
Marketing, Trading,
and Customer
Experience)
Ratings and
observations
Qualitative
Competitor Customer Experience Audit @ BrownCo/JPMorganInvest
18. Methodology
1! 2! 3! 4! 5!
Determine* !
key competitor !
sites** for review!
Develop !
combination !
active trader !
persona!
Model a !
customer !
experience !
lifecycle!
Identify!
strengths, !
weaknesses, !
and !
opportunities!
Simulate !
and rate !
experience !
from active !
trader !
mindset!
• Fidelity
• Ameritrade
• Schwab
• Scottrade
• E*Trade
• OptionsXpress
NOTES:
*Choices were principally
based on two sources:
-Industry research
(Corporate Insight,
JD Powers etc)
-Internal research
(June 2004)
**Only web-based,
not software-based
trading platforms
audited
Stats
• Average annual
income: $90,000
• Average assets:
$350,000
• Average trades/yr
- 120 stocks
- 72 options
- 1 mutual
funds
- 0 for bonds
• % trades with
margin: 73%
Expectations
• Execution quality
• Overall cost
• Looks for
trustworthiness,
reliability,
experience
Identified key
online
experiences
throughout the
customer
lifecycle
• Prospect
• Start of Day
• Research
• Trading
• Loyalty
Involved user
experience
design experts
and subject
matter experts
(Product
Management &
Experience Design,
Marketing, Trading,
and Customer
Experience)
Ratings and
observations
Qualitative
Competitor Customer Experience Audit @ BrownCo/JPMorganInvest
19. Methodology
1! 2! 3! 4! 5!
Determine* !
key competitor !
sites** for review!
!
Develop !
combination !
active trader !
persona!
Model a !
customer !
experience !
lifecycle!
Identify!
strengths, !
weaknesses, !
and !
opportunities!
Simulate !
and rate !
experience !
from active !
trader !
mindset!
• Fidelity
• Ameritrade
• Schwab
• Scottrade
• E*Trade
• OptionsXpress
NOTES:
*Choices were principally
based on two sources:
-Industry research
(Corporate Insight,
JD Powers etc)
-Internal research
(June 2004)
**Only web-based,
not software-based
trading platforms
audited
Stats
• Average annual
income: $90,000
• Average assets:
$350,000
• Average trades/yr
- 120 stocks
- 72 options
- 1 mutual
funds
- 0 for bonds
• % trades with
margin: 73%
Expectations
• Execution quality
• Overall cost
• Looks for
trustworthiness,
reliability,
experience
Identified key
online
experiences
throughout the
customer
lifecycle
• Prospect
• Start of Day
• Research
• Trading
• Loyalty
Involved user
experience
design experts
and subject
matter experts
(Product
Management &
Experience Design,
Marketing, Trading,
and Customer
Experience)
Ratings and
observations
Qualitative
Competitor Customer Experience Audit @ BrownCo/JPMorganInvest
20. Methodology
1! 2! 3! 4! 5!
Determine* !
key competitor !
sites** for review!
Develop !
combination !
active trader !
persona!
Model a !
customer !
experience !
lifecycle!
Identify!
strengths, !
weaknesses, !
and !
opportunities!
Simulate !
and rate !
experience !
from active !
trader !
mindset!
• Fidelity
• Ameritrade
• Schwab
• Scottrade
• E*Trade
• OptionsXpress
NOTES:
*Choices were principally
based on two sources:
-Industry research
(Corporate Insight,
JD Powers etc)
-Internal research
(June 2004)
**Only web-based,
not software-based
trading platforms
audited
Stats
• Average annual
income: $90,000
• Average assets:
$350,000
• Average trades/yr
- 120 stocks
- 72 options
- 1 mutual
funds
- 0 for bonds
• % trades with
margin: 73%
Expectations
• Execution quality
• Overall cost
• Looks for
trustworthiness,
reliability,
experience
Identified key
online
experiences
throughout the
customer
lifecycle
• Prospect
• Start of Day
• Research
• Trading
• Loyalty
Involved user
experience
design experts
and subject
matter experts
(Product
Management &
Experience Design,
Marketing, Trading,
and Customer
Experience)
Ratings and
observations
Qualitative
Competitor Customer Experience Audit @ BrownCo/JPMorganInvest
21. Methodology
1! 2! 3! 4! 5!
Determine* !
key competitor !
sites** for review!
Develop !
combination !
active trader !
persona!
Model a !
customer !
experience !
lifecycle!
Identify!
strengths, !
weaknesses, !
and !
opportunities!
Simulate !
and rate !
experience !
from active !
trader !
mindset!
• Fidelity
• Ameritrade
• Schwab
• Scottrade
• E*Trade
• OptionsXpress
NOTES:
*Choices were principally
based on two sources:
-Industry research
(Corporate Insight,
JD Powers etc)
-Internal research
(June 2004)
**Only web-based,
not software-based
trading platforms
audited
Stats
• Average annual
income: $90,000
• Average assets:
$350,000
• Average trades/yr
- 120 stocks
- 72 options
- 1 mutual
funds
- 0 for bonds
• % trades with
margin: 73%
Expectations
• Execution quality
• Overall cost
• Looks for
trustworthiness,
reliability,
experience
Identified key
online
experiences
throughout the
customer
lifecycle
• Prospect
• Start of Day
• Research
• Trading
• Loyalty
Involved user
experience
design experts
and subject
matter experts
(Product
Management &
Experience Design,
Marketing, Trading,
and Customer
Experience)
Ratings and
observations
Qualitative
Competitor Customer Experience Audit @ BrownCo/JPMorganInvest
23. Competitor Customer Experience Audit @ BrownCo/JPMorganInvest
Audit Artifacts
Preparation
• Instructions/Guidelines
• List of key competitors to
audit
• Definition of customer
segments articulated as a
single primary Persona or
set of Personas
• Customer Experience
Lifecycle
• Key Tasks and Task Flows
• Task Heuristics (Best
practices, best-of-breed,
industry-rated)
• Scripts
Execution
• Scores/Scorecards
• Evaluations
• Screen captures
• Raw notes
Analysis
• Strengths, Weaknesses, and
Opportunities
• Overall Opportunities –
competitive white space
• Results compilation/presentation
24. Competitor Customer Experience Audit @ BrownCo/JPMorganInvest
Preparation: Task list and flow
1. Prospect Experience!
Task 1: Assess the home page experience!
Task 2: Get information on pricing"
Task 3: Get Information on features and functionality"
Task 4: Services information"
Task 5: Trust and Reputation"
Task 6: Account application"
Declare Opportunities"
"
"
2. Loyalty Experience!
Task 1: Understand loyalty programs"
Declare Opportunities"
"
"
"
"
3. Customer Trading Experience
Part 1: Start of Trading Day
Task 1: Log in
Task 2: View account(s) summary
Task 3: Select an account/view account information
Task 4: Access money movement functionality
Task 5: View positions
Task 6: Get portfolio news
Task 7:Get portfolio alerts
Declare Opportunities
Part 2: General Research and Idea Generation
Task 1: Access the news and research
Task 2: Access research tools
Declare Opportunities
Part 3: Research to support a Strategy
Task 1: Conduct fundamental research
Task 2: Conduct technical research
Declare Opportunities
Part 4: Place a Trade
Task 1: Trade a stock
Task 2: Trade a mutual fund
Task 3: Trade an option
Task 4: Submit a trade and validate its execution
Task 5: View open orders and today’s executions page(s)
Declare Opportunities
"
Simulating
experience,
audit and
score active
trader tasks!
4!
25. Preparation: Task Heuristics
Prospect Experience
• Task 1: Assess the Home
Page Experience
– Mindset: Prospect is
considering either completely
switching brokers or adding a
secondary broker. Often the
reasons for this are
• Bad experience
• Pricing
• Website functionality doesn’t
meet AT investment strategy
needs
• Trust/Reputation
– Action: Go to Home Page
Home Page Experience
Yes
No
N/
A
Quality
Ranking/
Notes
Does the Home Page speak
principally to Active
Traders?
q q q
Is there extensive
messaging targeting the
various needs of active
traders?
q q q
Is the brand name
prominently associated with
active trading? (e.g with a
tag-line, leading line of
business)
q q q
Is there a clear call to
action to learn about your
needs?
q q q
Does the navigation
support the persona/user
needs?
q q q
Does the Home Page give
you a clear sense of the
overall contents of the site?
q q q
Do the contents appear to
focus on active traders?
q q q
Is Brokerage the principal
line of business
q q q
What other lines of
business are evident?
q q q
Category Score:
Strengths
Weaknesses
Any observations about the
strengths in this activity:
Any observations about the
weaknesses in this activity:
Competitor Customer Experience Audit @ BrownCo/JPMorganInvest
26. Competitor Customer Experience Audit @ BrownCo/JPMorganInvest
Audit: Scoring Scheme
Score Card
Ratings are averaged and rounded into an overall score.
• 5 – The experience meets or exceeds all the criteria for best (active trader)
practices and the experience is excellent
• 4 - The experience meets or exceeds most of the criteria for best practices
and the experience is generally excellent
• 3 - The experience meets most of the criteria but there are notable
inadequacies throughout.
• 2 – The experience meets some of the criteria but the experience is not
satisfactory.
• 1 – The experience meets little, if any, of the set criteria for best practices.
27. Audit: Scorecard Capture
Total Experience OptionsX
press
Ameritrade
Basic
E-Trade
Fidelity
Schwab
Scottrade
Prospect Experience
3.6
3.7
3.7
4
2
2.1
Trading: Start
3.7
3.4
4.5
4.6
4
1.4
Trading: General
Research
4.25
3
4
5
4
3
Trading: Trade
Research
3.5
4
tba
4.5
na
na
Trading: Place Trade
4
4
tba
4.25
4.33
1.6
Loyalty
3
3.5
4
4.5
3
2
Overall Score
3.68
3.6
4.07
4.48
3.47
2.2
Prospect
Experience
Options
Xpress
Ameritrade
E-Trade
Fidelity
Schwab
Scottrade
Home Page
3
4
3
3
3
3.5
Pricing
3.5
3
3
4
2
3
Features & Functionality
4
4 4
4
1
1
Services
3
4
4
4
1
1
Trust & Reputation
3.5
3.5
4
4
2
3
Account Application
4
4
4
4.5
3
1
General Observations
4
3.5
4
4.5
-
-
Category Average
3.6
3.7
3.7
4
2
2.1
Competitor Customer Experience Audit @ BrownCo/JPMorganInvest
Comparative scorecard for each step of the lifecycle
Cumulative and comparative scorecard for combined total lifecycle experience
28. Competitor Customer Experience Audit @ BrownCo/JPMorganInvest
Strengths, Weaknesses, and Opportunities
Prospect Experience: SWO’s from Ameritrade audit
"
Area
Strengths
Weaknesses
Opportunities
Home Page Good call to action
Bland
"
Clean, easy to navigate
30 commission free ad jumps out
Has many advanced trading links
Little passion for trading
"
"
Ameritrade does a good job of speaking to the active trader (price and tools) and providing a call
to action.
The prospect site has its own navigation – separate from the logged in nav. If BrownCo wants to
keep the private site as exclusive, Ameritrade provides a good template – but it can be
implemented in a more engaging way with a focus on price and execution rather than on
tools.
Differentiator for BrownCo - Communicate how the tools are integrated into the active trader
experience.
Marketing is consistent throughout and with ad campaign.
Pricing Calculator is good but could be better
Lots of detail
Compelling
The headers are strong
Make me feel confident
Many options for levels of service and subscription based service
(but can be confusing)
Calculator is slow/not great
They offer good things but not in a good way
Too many clicks
The rates and fees are a link off Costs and Commission
Buried in Account Details
Scattered information
Not close at hand
Too complicated
Too much to wade through
Centralized, simplified info that’s easy to find and clearly presented.
Features &
Functionality
Lots of tools
It’s the Ameritrade strength/position
Impressive
Very focused
Demos of all tools
Almost overwhelming in
choice, but not quite
Demonstrate how the functionality integrates with
the active trader experience.
Services Our AT persona would be Apex
Good deals associated with that
A good overall value and feature pack for our man
Excellent detail on trade execution
Specific site dedicated to explaining the ins and outs
Good section explaining ways to trade at Ameritrade
Provide centralized Services information that clear and easy to understand.
Ameritrade has a great mini-site explaining the way trades get executed. BrownCo must learn
the lesson from Ameritrade. Do not focus on a guarantee, but focus on the nuts and bolts of
the execution.
Trust &
Reputation
From what I’ve read they seem trustworthy
But they are not selling trust or reputation
Not banking in that
Relying on features and functionality
Price is not a huge factor, probably because it is not super low-cost
Labeling is supportive.
Look and feel is square, stable. Most bank-like site.
No sense of actual people using the site or running the
company.
Opportunity is for BrownCo to provide more personality. To appeal to a more rounded active
trader (as opposed to someone only interested in tools).
Account
Application
Clear call to apply on every screen
Contextual help
Can go online and check the status of an application
BrownCo can learn from Ameritrade’s approach to labeling the steps of the application.
Overall
Opportunities
Lacks personality
Very tiring plowing through all of the information
A poor IA
Middle-of-of-the-road graphic design
Value prop is disjointed
It’s not the Anti-Fluff
I would walk away with some doubts
They have great tools
But maybe they’re overly focused on the tools
That active trading is about tools /It’s a Toyota
Additional Notes
29. Competitor Customer Experience Audit @ BrownCo/JPMorganInvest
Key Findings: Prospect Experience
Fidelity
Strengths
• 2 home pages: one customer facing, one
prospect facing
• Clear, simple pricing tiers
• Easy to print and share information
• Wide range of products and features
• Events & newsletter for active traders
• Application process is easy, fast, immediate;
application can be saved
Weaknesses
• Doesn’t primarily speak to the active trader
• Margin rates are not easily obtained
• Assumes that active traders will use the
software-based trading platform
Opportunities
• Make the message all about active traders
• Tout BrownCo’s margin rates
• Provide a web-based trading platform that can
compete with software functionality
40. Strategy Visualization @ BrownCo/JPMorganInvest
40
A strategy visualization is a visual and verbal story that outlines the relationship between
the foundational elements of strategy and how they drive the rationale for design
Corporate
Strategy
Customer Segmentation
and Personification
Competitive
Analysis
Strategic Drivers
Brand Strategy
Product
Definition
Design
Principles
41. Strategy Visualization @ BrownCo/JPMorganInvest
Approach: Curation
Asset collection
High-level structure schematic
Section by section
Ensure logic of content selection from one phase to the next
The right balance of visual and verbal information
42. Strategy Visualization @ BrownCo/JPMorganInvest
Goal: Communication
Belief in rationale for design
Trust in the process
Objective decision-making
Strategy socialization