This document provides an overview of a workshop on using UX design principles and methodologies in design management and innovation. It discusses exercises focused on improvisational skills, prototyping experiences, understanding personas and customer journeys, emotional branding, and strategic imagination. The key lessons are on collaboratively generating ideas, empathizing with users, aligning internal and external brand promises, and designing with passion and purpose to solve business problems.

1. Using UX Design Principles
& Methodologies in Design
Management & Innovation
twitter / @mellimdesign
email / mel@mellim.com

2. We want to know you...
- Your name
- Your occupation
- In house / agency / freelance / studio owner
- Name of your company
- Years of experience
- What do you want to learn from this workshop?

3. Exercise 1a:
Improvisational
Conversations
Materials obtained from Gary Hirsch, The Art of Making It Up, Co-Founder of On Your Feet

4. It’s easier to say
NO than YES.

5. YES, NO, and BUTs ...
Acquiese
Recognize an offer, but don’t contribute anything to an idea or to
the flow
Blocking
Don’t recognize the offer and don’t contribute anything to an idea or
to the flow
Accepting
Accept an offer, and contribute ideas and add to the flow

6. Exercise 1b:
Improvisational
Sketching

7. Sketching together is
more productive than
sketching alone.

8. Exercise 1: Summary
- Communicate ideas through improvisational practices
- Create spontaneous moments for the random collision of ideas
- Refine listening skills
- Co-create
- Constructively build team cultures through visual thinking

9. 1. Know the business - product or services
2. Know your client - business goals
3. Know your client’s customers / users - customer-centric
4. Design for growth, substance and longevity
5. What kind of business problem is the design solving?
Design is business,
business is design.

10. Perception of value
defines the relationship
1. Identify client’s business problems and present actionable ideas
2. Identify short and long term goals
3. Set realistic goals & metrics but align expectations
4. Care - Take real interest in your client’s business
5. Be honest, be accountable, be professional

11. The focus was on aesthetics and brand, without thought for the people
who are actually using the design.
What designers think is awesome What the client wants
In the past, design
decisions were based on:

12. Today, design decisions
are based on:

13. Design & Client
Management:
How do you want
your client to feel?

14. CAN YOU CREATE A BETTER
CLIENT EXPERIENCE?

15. Culture Building:
How do you want
your team to feel?

16. “At the end of the day, just
remember that if you get the
culture right, most of the other stuff
-- including building a great brand
-- will fall into place on its own.”
- Tony Hsieh, CEO of Zappos.com

17. Exercise 2:
Prototyping Client/
User Experiences

19. Exercise 2:
What is created externally mirrors what is happening internally.
How do you get an entire organization of 200+ people to be excited
about new product launches (changes)?
Brainstorm 10 core values for your internal organization &
10 core values for your customers/ users.
Describe how you can then externalize them into actionable ideas.
How do you present to your organization your new ideas?

20. Exercise 2: Summary
- Problem solve collectively
- Fail quickly but productively
- Walk the talk with actionable, tangible ideas
- Present ideas the unboring way - WOW your audience

21. Managing cultures:
Who are you designing for?

22. So, you think you
know your customers?
Think again.

23. EXAMPLE OF A PERSONA
Vince Blake - 35 years old, Executive Producer/ Director, Los Angeles, CA
A private person who surround himself with influential people, and likes that
people seek out his opinions. He identifies with sophisticated, stylish,
international personalities, and puts forth a carefully crafted image to distinguish
himself from superficial showoffs.
Prone to mixing brands for an artistic, edgy effect, Vince selects accessories,
services, and lifestyle activities that reflect his personal style: an Amex Black
Card/Centurion card; a pair of special edition vintage sneakers, iPhone, iPad,
and MacBook Pro mobile devices to enable his online shopping; and farm-to-
table dining. Loving form and function, he covets his classic vintage 1956
Lincoln Continental while driving an Escalade Hybrid SUV that alludes to eco
consciousness.
A frequent domestic and international traveler, Vince prefers private company
jets and select commercial carriers including Virgin America, Virgin Atlantic,
Singapore Airlines, and Swiss International.
Striving to exude balance, strategy, and action with panache, Vince
demonstrates raw passion and intensity from his court side seats at LA Lakers
games. He also enjoys a great love of women but is careful to never look too
committed.

24. VINTAGE
ADVENTUROUS ECO-FRIENDLY
PRIVATE QUALITY
EXCLUSIVE

25. EXAMPLE OF A CUSTOMER JOURNEY MAP

26. Can we treat every
customer like
Rockstar?

27. Exercise 3:
(To court)
What would make me so impressed that I would
want travel this commercial airline? List top 5 actions/ideas.
(To evangelize)
What would it take for me to recommend this airline to
my friends?

28. Exercise 3: Summary
- Go beyond personas and context
- Be empathetic towards users / customers
- Using customer journey mapping to discover touch points to
generate new market opportunities
- WOW or surprise your users / customers by anticipating needs,
delivering on the brand promise

29. USER NEEDSDIFFERENTIATION
solving a
challenge
task
completion
user flow
user
participation
parity
technical
feasibility
customer
needs
planning &
longevity
layering cross
experiences
leveraging
current trends
& technology
customer
desires
competitive
landscape
BRAND FOCUSES
From Marisa Gallagher, CNN Digital
EXPERIENCE FOCUSES

30. How does branding
change when it’s
customer first instead
of business first?

31. UX vs. CX
“I think that it’s an interesting question, when you talk
about user experience (ux) and customer experience
(cx). User experience, in general, we’re thinking about
people using something, people interacting with
something. Right now, most specifically, that’s the
website and any mobile applications or mobile sites,
but that’s really part of a larger umbrella around the full
customer experience, which would include interactions
with a store employee, using the product, using our
services, taking a class, that kind of thing.”
- Samantha Stammer, Manager, eCommerce Experience at REI.com
UX Magazine, Article No. 584 11/30/2010

32. Creating
LOVE & JOY!

33. THE 6 STAGES OF EMOTIONAL BRANDING:
Emotional Stage 1 – How you get someone interested?
Emotional Stage 2 – How do you get someone to consider a
purchase?
Emotional Stage 3 – How do you continually reinforce that their
purchase decision was absolutely the right decision, the “winning”
decision?
Emotional Stage 4 – How do you create a loyal customer such
that they want to continue to buy your product and/or are most
receptive to cross selling and value add purchases?
Emotional Stage 5 – How do you create a brand ritual so that your
brand becomes part of your customer’s life?
Emotional Stage 6 – How do you get your audience to be your
cheerleader?
Steve Goldner, Senior Director at MediaWhiz

34. Exercise 4:
Define the top 5 items that will make your client/ internal
organization happy.
Define the top 5 items that will make the customers/ users happy.
What are the similarities and differences?
Define the top 5 items that cannot be compromised for both the
brand and the design.

35. Defining what design
success means helps
set goals and
align expectations.

36. Exercise 4: Summary
- Defining what design success means helps establish a framework for
what to expect from a designer/client relationship
- Use the framework to establish goals and metrics
- Delivering on a brand promise internally and externally produces an
authentic brand image
- HAPPY TEAM + HAPPY CUSTOMERS = GENUINE BRAND

37. Exercise 5:
THE ART OF
STRATEGIC
IMAGINATION

38. Designing without
passion is like living
without breathing.

39. Exercise 5: Summary
- Ideas are equally as important as execution
- Ideas have to be tangible and actionable
- Give meaning to design; let it appeal to personal and collective
aspirations
- Design with intent, passion, and purpose
- Good design is no longer good enough; great design wins!
- Take your work seriously. Yourself, not so much.

40. Let’s talk!
twitter / @mellimdesign
email / mel@mellim.com
web / www.mellim.com