The document provides an overview of UX strategy through a presentation given by Tony Quiroz, a senior CX strategist at GoDaddy. It begins with introductions and definitions of strategy. Quiroz then discusses the five planes of UX and how UX strategy provides the foundation. The main part of the presentation focuses on "The Questions", which are a framework for developing a UX strategy consisting of understanding the business goals, target customers, and metrics for success. Examples are given of how asking these questions helped to uncover deeper customer needs and insights. Common pitfalls of UX strategy such as not fully understanding needs, not collaborating cross-functionally, and prioritizing assumptions over customer research are also discussed
This deck was created for the UX in AZ meet up on March 9, 2022. The topic is journey mapping and how practitioners have adapted the in-person workshops to virtual sessions.
This talk is primarily aimed at first-time UX job seekers but may be equally interesting to UX job changers. Topics include an overview of Agency vs. In-house vs. Enterprise UX job experiences, tips for getting noticed by hiring managers, and tips for nailing the interviews.
SPS NYC - End User Adoption - Microsoft Teams and Planner - Without Change Th...Heather Newman
We all want to be quicker, more productive and collaborate rapidly on any device at any time. The good news is that our technology continues to innovate at the speed of light. The bad news is true adoption is sorely lacking, we often stick to what we know. Join Heather Newman, Microsoft MVP and Chief Marketing Officer of Content Panda, as she uses real-world use cases to provide you the blueprint for a metamorphic change in employee productivity and simple tips and tricks for using Microsoft Teams and Microsoft Planner on the go. You’ll leave this session with a clear understanding of how your employees can leverage both Microsoft Teams and Planner together with OneNote, OneDrive and SharePoint. Shazam!
Customer Experience driven services and productsCathy Wang
There are many KPIs to determine the success of a product, and customer experience plays a pivotal part in that. Understanding the customer journey allows companies todevelop new services. Customer experience can be the main driving force in shaping the product and innovating services.
In this session, we take a look at what customer experience means and why focus on it. Understanding the shift in customer behaviour in order to adopt to it. What are the ways and steps to use customer insight in driving better products / services?
Key Tactics for a Successful Product Launch by Kespry Senior PMProduct School
Main takeaways:
- Learn how to create a solid foundation for the successful release of a product by applying structured frameworks and user
- Center design processes from discovery to roadmap definition phases of the product lifecycle
- Learn how to methodically translate empathy for the customer to data for driving prioritization, decision -making, and clear communication for your teams
- This will be an interactive session for the audience based on a real-life example from the speaker's work
Are you ready to build an MVP? Where do you start? How do you know what features to build? How do you know how many people you need to build it? How do you know that they are building a right thing in a right way? This presentation and conversation will explore strategies for assembling effective teams for building and deploying an MVP while incurring minimal Product and Technical Debt. We will also discuss implementing an effective process to make sure that your MVP will be built on time and on target.
This deck was created for the UX in AZ meet up on March 9, 2022. The topic is journey mapping and how practitioners have adapted the in-person workshops to virtual sessions.
This talk is primarily aimed at first-time UX job seekers but may be equally interesting to UX job changers. Topics include an overview of Agency vs. In-house vs. Enterprise UX job experiences, tips for getting noticed by hiring managers, and tips for nailing the interviews.
SPS NYC - End User Adoption - Microsoft Teams and Planner - Without Change Th...Heather Newman
We all want to be quicker, more productive and collaborate rapidly on any device at any time. The good news is that our technology continues to innovate at the speed of light. The bad news is true adoption is sorely lacking, we often stick to what we know. Join Heather Newman, Microsoft MVP and Chief Marketing Officer of Content Panda, as she uses real-world use cases to provide you the blueprint for a metamorphic change in employee productivity and simple tips and tricks for using Microsoft Teams and Microsoft Planner on the go. You’ll leave this session with a clear understanding of how your employees can leverage both Microsoft Teams and Planner together with OneNote, OneDrive and SharePoint. Shazam!
Customer Experience driven services and productsCathy Wang
There are many KPIs to determine the success of a product, and customer experience plays a pivotal part in that. Understanding the customer journey allows companies todevelop new services. Customer experience can be the main driving force in shaping the product and innovating services.
In this session, we take a look at what customer experience means and why focus on it. Understanding the shift in customer behaviour in order to adopt to it. What are the ways and steps to use customer insight in driving better products / services?
Key Tactics for a Successful Product Launch by Kespry Senior PMProduct School
Main takeaways:
- Learn how to create a solid foundation for the successful release of a product by applying structured frameworks and user
- Center design processes from discovery to roadmap definition phases of the product lifecycle
- Learn how to methodically translate empathy for the customer to data for driving prioritization, decision -making, and clear communication for your teams
- This will be an interactive session for the audience based on a real-life example from the speaker's work
Are you ready to build an MVP? Where do you start? How do you know what features to build? How do you know how many people you need to build it? How do you know that they are building a right thing in a right way? This presentation and conversation will explore strategies for assembling effective teams for building and deploying an MVP while incurring minimal Product and Technical Debt. We will also discuss implementing an effective process to make sure that your MVP will be built on time and on target.
Top 3 Ways to use your UX Team for Product OwnersJeremy Johnson
You have a UX team, now what? Jeremy goes over the top 3 ways you, as a product owner should be using your UX team, along with insights into the User Experience process.
This talk was given at the North Dallas Agile Meetup on 4/12/17
Updated for the Vista UX/UI Summit in Dallas, TX
You can view a video of this presentation here: https://www.youtube.com/watch?v=NfASJamxjy4
User Experience has a direct impact on your bottom line, and it’s about time we start telling execs in their own language. I’m sure many of you spend a good amount of time evangelizing what it is that you do, and the value it adds. Over the past 15 years I’ve introduced User Experience to everyone from CEOs to developers — using storytelling, metrics, and case studies you can prove without a doubt the value that you bring.
In this talk I’ll explain what metrics to track, how to position your work, and stories where User Experience directly effected the bottom line.
Maximizing the impact of UX in an agile environment: Mixing agile and lean UXBrilliant Experience
When companies adopt an agile development environment, UX teams often feel like they just lost their seat at the table. It’s never easy to change, but by adapting your UX practices to accommodate agile, you can have the impact on design you always wanted.
Maximizing the impact of UX in an agile environment: Mixing agile and Lean UXJohn Whalen
When companies adopt an agile development environment, UX teams often feel like they just lost their seat at the table. It’s never easy to change, but by adapting your UX practices to accommodate agile, you can have the impact on design you always wanted.
Bridging the Sales/Marketing Microcontent Gap with AIJoseph Fung
Presented at the Sales Enablement Society 2018 Annual Conference, this session dug into the strategies and tactics involved in leveraging Microcontent. If you're a Sales Enablement professional, this presentation will provide you with the tools necessary to get started with Microcontent today, regardless of the AI platform you use.
Including the User: How insights drive business #pswud2017Jeremy Johnson
Design is inclusive by nature. The ability to understand people, their needs, and emotions throughout a journey is what User Experience Designers excel at! That said, many organizations still need that nudge to really get out build true empathy for the people they’re building tools, systems, and apps for. This talk will help you ramp up with modern best practices in insights gathering, while helping you build the case to invest in user understanding through showcasing the value to both your business and your brand.
It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...Ultan O'Broin
Presented at Product Camp Dublin 2018. Presentation on picking the right thing to design, right. The Jobs To Be Done framework trumps UX profiles and personas. Keeping it simple, wire-framing best practices, and Lean Startup methodologies included!
Slides Chris Butler recently used in his discussion w/ mentees of The Product Mentor.
Synopsis: In this talk, Vikas will share his thoughts on what is Product Strategy and how Product Managers can develop it, He will also share some concepts in Strategy and how Product Managers can apply them to make their products more successful.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
http://TheProductMentor.com
Design Thinking Dallas by Chris BernardChris Bernard
These are the slides I gave for a keynote at a conference hosting by IMC2 for the Design Thinking Dallas Conference. Some of the content here is repetitive across other presentations I give.
Questions? Email me at chris.bernard@microsoft.com
It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...Ultan O'Broin
Presented at Product Camp Dublin 2018. Presentation on picking the right thing to design, right. The Jobs To Be Done framework trumps UX profiles and personas. Keeping it simple, wireframing best practices, and Lean Startup methodologies included!
Augment your UX/UI Skills - Product Through the Lens of UX Design - 2016Mark Joseph L. Tan
User-Centered Design - The objective for most in-venue interactive is either: attract, engage or transact – or some combination thereof. While striving to connect with the customer, it’s important that the experience doesn’t result in a frustrating one, therefore the user and the user experience (UX) must be at the center of all design.
Adjectives like “smooth,” “easy,” “fun,” “intuitive,” “personalized” and “useful” are typically used to describe a best-in-class online experience. We’ll look at examples from different sectors to see what it takes to delight your customer and keep them coming back.
Data Mapping Customer Touchpoints - Dawn of the Data Age Lecture SeriesLuciano Pesci, PhD
How are you touching your customer? Most organizations can’t answer this question because they don’t know what the individual touchpoints are, which means assessing the sum total of their impact is impossible. This is because touchpoints with the customer happen across departmental silos, so their effect either goes unmapped (in total) or the data from each touchpoint is limited to department-level strategy. To create a complete customer touchpoint map you have to bridge departmental divides and share information, allowing you to optimize the customer experience by understanding the complete journey from the customer’s perspective.
This Lecture Will:
-TEACH THE BENEFITS OF MAPPING CUSTOMER TOUCHPOINTS.
-SHOW A TOUCHPOINT MAP USING THE CUSTOMER JOURNEY.
-EXPLAIN HOW TO START MAPPING YOUR CUSTOMER TOUCHPOINTS.
You can watch this lecture here: https://youtu.be/nwDfvU-PKsM
How UX Can Drive the Vision of Future Products - Arttu NiskasaariUXPA International
Our existing B2B product has been developed for 15 years and the need for complete redesign was acknowledged in 2013.
Unusual for the software business in our country and field of business, this project for the brand new solution was driven by UX from the beginning. The main target was to introduce new level of collaboration between all company functions to formulate a shared vision for the future product.
It took us one year to move from user research to prototypes, and in the meantime our UX team grew from two to six persons. Hence, we will also talk a bit about organizing the work of the team to support several products and projects without sacrificing the long-term project.
In this session we will share our experiences and lessons-learned from working our way towards that vision with research based top-down approach.
We will take a look into what we have seen in trends regarding products in the digital space. Mainly focus on software development we have seen opportunities to integrate platforms and products in several spaces like chat, email and customer relationship managers. Also we discuss a few techniques to hone your skills in creating products.
The Art of Product Management by 23andMe Senior Product ManagerProduct School
Product management is a fascinating and broad area that encompasses vision, strategy, design and execution. This presentation provided an overview of various aspects of product management from understanding the market, the competition, the user, defining the MVP, designing and building the product leading up to successful launch.
Venkatesh Balan, Senior Product Manager at 23andMe, talked about how after the launch, the role of the Product Manager continues in evolving the product, monetizing, growing the users and revenue. Not to mention, the Product Manager also works with various cross-functional teams while using influence, inspiration and soft skills.
How to design enterprise apps that sellInVision App
Your customers expect great UX from your enterprise app. So do you. With gnarly legacy code to wrangle, complex requirements to manage, and results to deliver, you need to have the right process. Arm yourself with techniques and methods to craft successful enterprise apps.
This in-depth webinar from Jessica Tiao of Kissmetrics gives you the tools, advice, and best practices you need to succeed.
UX & Design Thinking for BI and Analytics ApplicationsJeff Hendrickson
I use this deck to kick off every Design Thinking workshop I do around the globe. It nicely sets up the workshop by introducing the core concepts and practices I teach in either two hour quick start sessions, or three day engagements with a customer.
Design Studios are a popular method for getting product teams together to focus on design. Design Studios are more than just getting people together to sketch and critique. In this workshop, Brian Sullivan, author of The Design Studio Method: Creative Problem Solving with UX Sketching, will share his secrets to planning, running, and leading successful Design Studios
In this workshop, you will learn:
Ways to creative and evaluate sketches quickly
See different tools to get you started
The 9 Steps of a Design Studio
Stories of success and failure in Design Studio
How to deal with difficult people/strong personalities
We will have plenty of time for your burning questions, too.
Most UX designers live in the world of the user, designing products, features, games, etc. But in Marketing, the buyer is #1. In this talk, we explore the difference in buyer vs. user personas and unpack the "Great Persona Controversy".
Top 3 Ways to use your UX Team for Product OwnersJeremy Johnson
You have a UX team, now what? Jeremy goes over the top 3 ways you, as a product owner should be using your UX team, along with insights into the User Experience process.
This talk was given at the North Dallas Agile Meetup on 4/12/17
Updated for the Vista UX/UI Summit in Dallas, TX
You can view a video of this presentation here: https://www.youtube.com/watch?v=NfASJamxjy4
User Experience has a direct impact on your bottom line, and it’s about time we start telling execs in their own language. I’m sure many of you spend a good amount of time evangelizing what it is that you do, and the value it adds. Over the past 15 years I’ve introduced User Experience to everyone from CEOs to developers — using storytelling, metrics, and case studies you can prove without a doubt the value that you bring.
In this talk I’ll explain what metrics to track, how to position your work, and stories where User Experience directly effected the bottom line.
Maximizing the impact of UX in an agile environment: Mixing agile and lean UXBrilliant Experience
When companies adopt an agile development environment, UX teams often feel like they just lost their seat at the table. It’s never easy to change, but by adapting your UX practices to accommodate agile, you can have the impact on design you always wanted.
Maximizing the impact of UX in an agile environment: Mixing agile and Lean UXJohn Whalen
When companies adopt an agile development environment, UX teams often feel like they just lost their seat at the table. It’s never easy to change, but by adapting your UX practices to accommodate agile, you can have the impact on design you always wanted.
Bridging the Sales/Marketing Microcontent Gap with AIJoseph Fung
Presented at the Sales Enablement Society 2018 Annual Conference, this session dug into the strategies and tactics involved in leveraging Microcontent. If you're a Sales Enablement professional, this presentation will provide you with the tools necessary to get started with Microcontent today, regardless of the AI platform you use.
Including the User: How insights drive business #pswud2017Jeremy Johnson
Design is inclusive by nature. The ability to understand people, their needs, and emotions throughout a journey is what User Experience Designers excel at! That said, many organizations still need that nudge to really get out build true empathy for the people they’re building tools, systems, and apps for. This talk will help you ramp up with modern best practices in insights gathering, while helping you build the case to invest in user understanding through showcasing the value to both your business and your brand.
It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...Ultan O'Broin
Presented at Product Camp Dublin 2018. Presentation on picking the right thing to design, right. The Jobs To Be Done framework trumps UX profiles and personas. Keeping it simple, wire-framing best practices, and Lean Startup methodologies included!
Slides Chris Butler recently used in his discussion w/ mentees of The Product Mentor.
Synopsis: In this talk, Vikas will share his thoughts on what is Product Strategy and how Product Managers can develop it, He will also share some concepts in Strategy and how Product Managers can apply them to make their products more successful.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
http://TheProductMentor.com
Design Thinking Dallas by Chris BernardChris Bernard
These are the slides I gave for a keynote at a conference hosting by IMC2 for the Design Thinking Dallas Conference. Some of the content here is repetitive across other presentations I give.
Questions? Email me at chris.bernard@microsoft.com
It's Better To Have a Permanent Income Than to Be Fascinating: Killer Feature...Ultan O'Broin
Presented at Product Camp Dublin 2018. Presentation on picking the right thing to design, right. The Jobs To Be Done framework trumps UX profiles and personas. Keeping it simple, wireframing best practices, and Lean Startup methodologies included!
Augment your UX/UI Skills - Product Through the Lens of UX Design - 2016Mark Joseph L. Tan
User-Centered Design - The objective for most in-venue interactive is either: attract, engage or transact – or some combination thereof. While striving to connect with the customer, it’s important that the experience doesn’t result in a frustrating one, therefore the user and the user experience (UX) must be at the center of all design.
Adjectives like “smooth,” “easy,” “fun,” “intuitive,” “personalized” and “useful” are typically used to describe a best-in-class online experience. We’ll look at examples from different sectors to see what it takes to delight your customer and keep them coming back.
Data Mapping Customer Touchpoints - Dawn of the Data Age Lecture SeriesLuciano Pesci, PhD
How are you touching your customer? Most organizations can’t answer this question because they don’t know what the individual touchpoints are, which means assessing the sum total of their impact is impossible. This is because touchpoints with the customer happen across departmental silos, so their effect either goes unmapped (in total) or the data from each touchpoint is limited to department-level strategy. To create a complete customer touchpoint map you have to bridge departmental divides and share information, allowing you to optimize the customer experience by understanding the complete journey from the customer’s perspective.
This Lecture Will:
-TEACH THE BENEFITS OF MAPPING CUSTOMER TOUCHPOINTS.
-SHOW A TOUCHPOINT MAP USING THE CUSTOMER JOURNEY.
-EXPLAIN HOW TO START MAPPING YOUR CUSTOMER TOUCHPOINTS.
You can watch this lecture here: https://youtu.be/nwDfvU-PKsM
How UX Can Drive the Vision of Future Products - Arttu NiskasaariUXPA International
Our existing B2B product has been developed for 15 years and the need for complete redesign was acknowledged in 2013.
Unusual for the software business in our country and field of business, this project for the brand new solution was driven by UX from the beginning. The main target was to introduce new level of collaboration between all company functions to formulate a shared vision for the future product.
It took us one year to move from user research to prototypes, and in the meantime our UX team grew from two to six persons. Hence, we will also talk a bit about organizing the work of the team to support several products and projects without sacrificing the long-term project.
In this session we will share our experiences and lessons-learned from working our way towards that vision with research based top-down approach.
We will take a look into what we have seen in trends regarding products in the digital space. Mainly focus on software development we have seen opportunities to integrate platforms and products in several spaces like chat, email and customer relationship managers. Also we discuss a few techniques to hone your skills in creating products.
The Art of Product Management by 23andMe Senior Product ManagerProduct School
Product management is a fascinating and broad area that encompasses vision, strategy, design and execution. This presentation provided an overview of various aspects of product management from understanding the market, the competition, the user, defining the MVP, designing and building the product leading up to successful launch.
Venkatesh Balan, Senior Product Manager at 23andMe, talked about how after the launch, the role of the Product Manager continues in evolving the product, monetizing, growing the users and revenue. Not to mention, the Product Manager also works with various cross-functional teams while using influence, inspiration and soft skills.
How to design enterprise apps that sellInVision App
Your customers expect great UX from your enterprise app. So do you. With gnarly legacy code to wrangle, complex requirements to manage, and results to deliver, you need to have the right process. Arm yourself with techniques and methods to craft successful enterprise apps.
This in-depth webinar from Jessica Tiao of Kissmetrics gives you the tools, advice, and best practices you need to succeed.
UX & Design Thinking for BI and Analytics ApplicationsJeff Hendrickson
I use this deck to kick off every Design Thinking workshop I do around the globe. It nicely sets up the workshop by introducing the core concepts and practices I teach in either two hour quick start sessions, or three day engagements with a customer.
Design Studios are a popular method for getting product teams together to focus on design. Design Studios are more than just getting people together to sketch and critique. In this workshop, Brian Sullivan, author of The Design Studio Method: Creative Problem Solving with UX Sketching, will share his secrets to planning, running, and leading successful Design Studios
In this workshop, you will learn:
Ways to creative and evaluate sketches quickly
See different tools to get you started
The 9 Steps of a Design Studio
Stories of success and failure in Design Studio
How to deal with difficult people/strong personalities
We will have plenty of time for your burning questions, too.
Similar to UX Strategy and The Questions; UX in AZ Meetup, May 2019 (20)
Most UX designers live in the world of the user, designing products, features, games, etc. But in Marketing, the buyer is #1. In this talk, we explore the difference in buyer vs. user personas and unpack the "Great Persona Controversy".
PHX Design Thinking Empathy Mapping Workshop - August 2018GoDaddy
Slides from Empathy Mapping workshop hosted by Phoenix Design Thinking & Innovation Collective on Thursday, 8/16/18 at Co+Hoots, in downtown Phoenix, AZ.
Event slides: Free screening of "The Loop" by InVision at GoDaddyGoDaddy
Slides w/introduction, speakers, and design thinking resources from a free screening of InVision's new documentary, "The Loop", at GoDaddy, Scottsdale, AZ.
Slides from a Digiday Webinar in September 2015 by Tony Quiroz, UX Design Strategist and Anna Hrach, Director, Content Strategy. Ethology, Scottsdale, AZ.
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
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.
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
UX Strategy and The Questions; UX in AZ Meetup, May 2019
1. UX Strategy and
The Questions
Tony Quiroz
Senior CX Strategist, GoDaddy
May 8, 2019
Photo by Anne Madsen CC BY
2. Tony Quiroz (“Key-Rose”)
● 20+ years
● FED, IA, UXE, UXD, VP,UX, VP,CX, GAD
● Now = Senior Strategist, CX at GoDaddy
● IXDA Phoenix, 2015-2018
2
3. 3
Strategy
synonyms:
master plan, grand design, game plan, plan of action, plan, policy, proposed action, scheme,
blueprint, program, procedure, approach, schedule
4. 4
Boiling UX strategy down to a single, exclusive definition
kind of defeats the whole purpose of the concept.”
- Motivate Design, 10/15/18
“
https://www.motivatedesign.com/how-to-best-define-ux-strategy/
6. 6
The Five Planes of UX, from: “The Elements of User Experience” by Jessie James Garrett
➔ Sensory Design
➔ Information Design
➔ Interaction Design, Information Architecture
➔ Functional Specifications, Content Requirements
➔ User Needs, Product Objectives
8. 8
A good UX Strategy is built on:
● Business needs
● User needs
● Success metrics
● Empathy
● Context (dynamics, flow, journeys)
● Winning ideas / insights
9. 9
Today’s talk:
● Magic formula for getting started (“The Questions”)
● Explore UX Strategy through examples
● Pitfalls
● Open Q&A
10. 10
What it’s not:
● Documentation, Briefs, Stories
● Research methods
● Design process (including magic combo of UX, Content, and SEO)
● Process / implementation plans
● Org, Roles
13. The Questions:
1. What are we doing? Business goals. The Ask. Value prop.
2. Who for? Customer. Context. Needs.
3. How will success be measured? Metrics. Value to business; customer.
13
(Revenue, Impact to Care, NPS)
16. The Questions:
1. What are we doing?
2. Who for?
3. How will success be measured?
16
→ Ferrying people from Kirkland to Seattle
→ Daily commuters
→ Reduce traffic on I-5
22. Customer Scenario: IT Security Suite
Job runs in the cloud every night to gather log files from 100,000+ endpoints
spread out around the U.S. Some log files aren’t making it up to the server. IT
Staff called Support and asked for a button to be added to the endpoint UI so
they can remote into the machine, press the button, and send the missing files.
22
24. “Can you UX this for us?”
24
https://pixabay.com/vectors/magic-wand-female-flying-fantasy-33848/
Engineering meant:
“Where should we put the button?”
“What should it say?”
25. When in doubt:
1. What are we doing?
2. Who for?
3. How will success be measured?
25
27. Dig a little deeper..
● Didn’t need all the data that was being sent up
● Job requested logs from all endpoints simultaneously
● Agent UI actually hidden on the endpoints
27
28. UX Strategy for “The Button”
● Customer basically just needs the feature to work as we intended.
● Must be low impact, low overhead to IT and end users.
● Compliance is #1.
● Edge case needs to be handled.
➔ Concentrate on making the feature work as intended and handle the edge case.
28
29. Another solution:
1. Downsize log files to just the essential data
2. Stagger jobs
3. Button in the CLOUD vs. endpoint
29
40. 40
“Hey, we want you to do a journey map for us…”
“Cool, what are you doing?”
“Who’s your customer?”
“What’s a primary use case? A slam dunk opportunity?”
“Got any revenue goals? What’re the metrics?”
41. 41
Project #1
Tons of complaints and
returns for a key service.
Haven’t done our
segmentation yet.
Haven’t calculated the
impact yet.
We’ll get back to you.
Project #2
NPS is really low for our
top spending customers.
We know they spend
more...
Better NPS. Haven’t put
$$$ to the opportunity yet.
We’ll get back to you.
Project #3
Huge opportunity to make
millions in business X.
Haven’t nailed down the
scenarios yet.
Literally millions of dollars to
me made.
We’ll get back to you.
42. 42
Temptation may be to take it negatively…
“That @#$#% PM.”
“Those %$#^ Developers.”
“&#$% PO.”
43. 43
Partner up with PM / POs and other
team members on strategy.
Content. SEO. SEM. Local. Analytics. QA. Engineering. Architecture. Sales. etc.
45. UX Strategy for PWS Journey Mapping
● Team needed to build customer knowledge.
● Nobody could articulate full process. (30+ people on the original invite = big clue.)
● Improving delivery time is #1.
● “That’s how we’ve always done it” heard a lot in workshop prep.
➔ Key on empathy and make customer journey visible to expose experience woes.
45
63. The Questions, Part 1 is about putting yourself
in the driver’s seat to get what you need to
build an effective UX strategy.
63
64. The Questions:
1. What are we doing? Business goals. The Ask. Value prop.
2. Who for? Customer. Context. Needs.
3. How will success be measured? Metrics. Value to business; customer.
64
(Revenue, Impact to Care, NPS)
65. 65
Beginnings of your UX Strategy:
● Business objectives, customer needs
● Who to talk to
● Data available; data you’ll need to go get (research)
● Benchmarking current state
● Path to insights
69. The Questions, Part 2:
1. What matters? Customer context. Priorities. (Empathy!)
2. Possible barriers? Journey / Pain Points. Influencers. Flows.
3. What do we have to get right? MOT. Value to business, customer.
69
70. 70
Jared Spool and the $300M Button
I’m not here to be in a relationship. I just want to buy something.”
- Customer
“
72. The team saw the form as enabling repeat customers to purchase faster.
First-time purchasers wouldn’t mind the extra effort of registering because,
after all, they will come back for more and they’ll appreciate the expediency in
subsequent purchases. Everybody wins, right?”
72
“
| January 14, 2009 | https://articles.uie.com/three_hund_million_button/
73. I’m not here to be in a relationship.
I just want to buy something.”
73
“
| January 14, 2009 | https://articles.uie.com/three_hund_million_button/
74. ● Retailer only wants my info to market to me
● Retailer is going to sell my info to other ppl
● Forgot username
● Forgot password
● Reset password
● Create a 2nd account to avoid resetting username / password
74
75. The designers fixed the problem simply. They took away the Register button. In its place, they put a Continue
button with a simple message: “You do not need to create an account to make purchases on our site. Simply click
Continue to proceed to checkout. To make your future purchases even faster, you can create an account during
checkout.”
The results: The number of customers purchasing went up by 45%. The extra purchases resulted in an extra
$15 million the first month. For the first year, the site saw an additional $300,000,000.”
75
“
| January 14, 2009 | https://articles.uie.com/three_hund_million_button/
76. 76
Was making it easier to buy things on
return visits what mattered?
77. UX Strategy for “The $300 Button”
● Forcing customers to sign in obviously not having the intended effect.
● Some users may see the benefit of having an account.
● Revenue is #1.
● Don’t want to lose trust.
➔ Provide an option to make a purchase without having to create account / log in.
77
78. The Questions, part 2:
1. What matters? Revenue. Speed. Privacy.
2. Possible barriers? Forcing ppl to sign in. Log in. Losing trust.
3. What do we have to get right? Easy based on user’s POV, not ours.
78
79. Pitfall #4 is putting what WE want / think above
and beyond what the customer wants / thinks.
79
80. 80
The $700M Landing Page
Since you already did all this journey work, could you take a look at a landing
page for us?”
- Joe, Dime Community Bank
“
84. UX Strategy for “The $700 Landing Page”
● Most people don’t really know what a Money Market is...
● People are distrustful of banks (fees, fly-by-night, etc.)
● Educating customer is #1. Rate is important, too.
● Primarily researching on mobile.
➔ Educate customer, champion 150-year heritage, and remove all other sales barriers.
p.s. Don’t worry about scrolling.
84
89. The same thing can be said about UX that is said about Quality:
You can’t just add it in at the end.”
- Tony Quiroz
89
“
| September 19, 2013
https://uxmag.com/articles/three-design-team-leaders-on-the-state-of-ux
92. 92
To build the Strategy layer, ask the
questions:
What are we doing?
Who for?
How measured?
---
What matters?
Possible barriers?
Get right?
93. 93
Beginnings of your UX Strategy:
● Business objectives, customer needs
● Who to talk to
● Data available; data you’ll need to go get (research)
● Benchmarking current state
● Path to insights
95. Pitfalls:
● Start designing without understanding the needs.
● Us vs. Them and/or going it alone. (Strategy is a team sport.)
● Not digging deeper, pushing back.
● Putting what we want/think above what the user wants/thinks.
● Relying on generalities about what works in design.
95
96. “Can you UX this for me?”
96
https://pixabay.com/vectors/magic-wand-female-flying-fantasy-33848/
100. 100
Paul Bryan, UX Matters
The seven UX strategy ingredients I discuss in this article are as follows:
1. business strategy
2. competitive benchmarking
3. Web analytics
4. behavioral segmentation, or personas, and usage scenarios
5. interaction modeling
6. prioritization of new features and functionality
7. social / mobile / local ”
https://www.uxmatters.com/mt/archives/2011/10/7-ingredients-of-a-successful-ux-strategy.php
“
101. “
101
Motivate Design
A good UX strategy, then, is an approach, a framework, a philosophy, and a methodology all at once. It
combines service design, lean UX, and disruptive design principles to create amazing ideas that change
everyday user experiences and redefine the way people relate to brands. The process of getting to these
solutions can be difficult, with provocative questions and radical new ways of thinking creating tension and
conflict along the way, but the end results of this continuously iterative UX process ultimately have the
power to positively transform people’s lives. ”
https://www.motivatedesign.com/how-to-best-define-ux-strategy/
102. “
102
Dávid Pásztor, UX Studio
https://uxstudioteam.com/ux-blog/ux-strategy-canvas/
Every once in a while you should step
out of the day-to-day treadmill of product
development, take a deep breath, and
look at the bigger picture. Today we
introduce the UX Strategy Canvas which
will help you do just that. ”
103. “
103
Designing for Product Strategy , O’Reilly
https://www.oreilly.com/library/view/designing-for-product/9781491971451/ch01.html
These are the four tenets that make up my
framework. I have seen them in play every
day since my first discovery phase. It’s not
enough to understand your marketplace if
you don’t talk directly to your customers. It’s
not enough to validate that your product
works if you’re not creating something
unique. Good enough just isn’t good
enough, and just identifying these tenets
won’t be enough to get your team flying.”
104. 104
JustInMind
Defining your UX strategy involves planning your requirements around user goals and
stakeholder business strategies. According to Tim Loo at Foolproof, strong UX strategy
will include the following:
● The status of your user experience as it stands
● A vision of how you wish to improve your UX
● Your anticipated gains from improving your UX
● A list of the metrics you’ll use to measure the ROI of your UX activities
● A plan of your team’s workflow ”
https://www.justinmind.com/blog/ux-strategy-v-ux-design-the-ideal-ux-process/
“
105. “
105
Jared Spool, Notion.so
UX Strategy
In its simplest form, we can think of our strategy as moving our users from frustration to
delight. But to do that, in any project, there's a lot of questions we need answers to
● What do you need to build?
● How do you best allocate resources?
● What can you say no to?
● How do you tell if you've done a good job?
● What makes you different from your competitors?
● Where should you innovate?
● How much will this cost us? ”
https://www.notion.so/Jared-Spool-Building-a-UX-strategy-using-the-Kano-model-02278fd443d944b9afad9cd3878ac1c0
107. UX Strategy for Lumension (Button Story)
● Three best-in-class IT solutions, all on different platforms with different UIs.
● One suite to rule them all and compete with the big guys.
● Bringing customers along and growing what they use is #1.
● Must be extensible to n-number of future solutions.
➔ Key on top tasks; card sort to find common IA (workflow-based nav); MS Office-style
UX patterns; centralized views + modular management; many ways to succeed.
107