WORKING WITH ANEXPERIENCE STRATEGISTSTRATEGYDESIGNv. 1.2
the termUSER EXPERIENCEhasnt done our industryany favours.
its turned into suchan ambiguous term,many people donteven know what tocall people like me.
Jordan is the experiencearchitect.Jordan is the guy whollbe managing the UX onthe project.Jordan is the UsabilitySpecialis...
UX IS DEAD - LONG LIVE EXPERIENCE STRATEGYPage 6http://www.jjg.net/elements/pdf/elements_simpleplanes.pdf
USER EXPERIENCE + STRATEGY = EXPERIENCE STRATEGYPage 6DiscoveryDefinitionDesignSTRATEGY UXEXPERIENCE STRATEGY LASTS THROUGH...
Site MetricsUser SurveyUser Research(i.e. eMarketer research)Competitive AnalysisSEO/SEM Research(i.e. SEOmoz tools)Stakeh...
Approachable Trustworthy Intuitive Clear Secureyou must beAPPROACHABLETrait 2: Appropriate Use of Personalization. Loremip...
SCOPEPage 9STORY METHODUSER STORY MAPAs a user I want tomanage myfinancials on anydevice so that I donthave to go out of m...
STRUCTUREPage 10FLOW PRIORITIZATION APPROACHCopyright © 2012 - BBDO CanadaPhasesInteractionsCustomerResponseSystemResponse...
SKELETONPage 11CYCLIC APPROACHPageContentLinksFlowEcosystemNavigationCYCLE 1 CYCLE 2 CYCLE 3IT STARTS WITH AN IDEA THAT NE...
SURFACEPage 12CONCEPTUAL RATIONALIZATION APPROACHCREATIVE DIRECTORS AROUND THE WORLD HAVE BEEN FORCED OUTSIDE OF THEIR COM...
its not over justbecause its live.the organization needsto commit to measuring& optimizing.
what do you think?
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Working with an Experience Strategist

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This will undoubtedly evolve; but I want to upload this to document the first iteration I've shared with an external team. The response was very positive; and I've already started tweaking this; and structuring the deep-dive sessions.

This presentation is a simple introduction to what I do as an experience strategist; as well as some of the key processes, techniques, and tools I prefer to use. It's structure is based on Jesse James Garrett's Elements of User Experience diagram.

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  • Great job Jordan! I look forward to seeing future iterations of this presentation. My only suggestion would be to define the term UX for those not in the industry. It was not until slide 6 that I figured out what it meant.
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Working with an Experience Strategist

  1. WORKING WITH ANEXPERIENCE STRATEGISTSTRATEGYDESIGNv. 1.2
  2. the termUSER EXPERIENCEhasnt done our industryany favours.
  3. its turned into suchan ambiguous term,many people donteven know what tocall people like me.
  4. Jordan is the experiencearchitect.Jordan is the guy whollbe managing the UX onthe project.Jordan is the UsabilitySpecialist.Jordan is thestrategist.Jordan handles all thingsrelated to user experience,usability, and informationarchitecture.ordan is the experiencemanager.Jordan is theinformation architect.Jordan is the UDesigner.Jordan is the UXspecialist.Jordan is the UX.Jordan is the UXStrategist.Jordan does thUX.Jordan is the experiencestrategist.do with UX,Jordan. Jordan is the contentstrategist.Jordan is the banalyst.s the interactiondesigner.
  5. UX IS DEAD - LONG LIVE EXPERIENCE STRATEGYPage 6http://www.jjg.net/elements/pdf/elements_simpleplanes.pdf
  6. USER EXPERIENCE + STRATEGY = EXPERIENCE STRATEGYPage 6DiscoveryDefinitionDesignSTRATEGY UXEXPERIENCE STRATEGY LASTS THROUGHOUT THE PROJECT
  7. Site MetricsUser SurveyUser Research(i.e. eMarketer research)Competitive AnalysisSEO/SEM Research(i.e. SEOmoz tools)Stakeholder InterviewsPersona CreationTaxonomyContent PlanningInformation ArchitectureContent GovernanceCMS/ Amin/ WorkflowCONTENTChannel StrategyEcosystem DesignResponse AssessmentSOCIALGA Account SetupSegmentation AnalysisKeyword Opportunity AnalysisLink StrategySEARCHSTRATEGICFRAMEWORKSTRATEGYPage 7GENERAL APPROACH (NOT EXHAUSTIVE)
  8. Approachable Trustworthy Intuitive Clear Secureyou must beAPPROACHABLETrait 2: Appropriate Use of Personalization. Loremipsum dolor sit amet, consectetur adipiscing elit. Etiamsollicitudin purus in odio posuere at rhoncus orcifaucibus. Vivamus sit amet nisi tellus, in ultricies diam.Mauris blandit porttitor leo, vulputate commodo nullapellentesque eget. Mauris sit amet sem magna. Ut necquam sapien, in lobortis enim. Cras ultricesTrait 1: Human Voice. Lorem ipsum dolor sit amet,consectetur adipiscing elit. Etiam sollicitudin purus in odioposuere at rhoncus orci faucibus. Vivamus sit amet nisitellus, in ultricies diam. Mauris blandit porttitor leo,vulputate commodo nulla pellentesque eget. Mauris sitamet sem magna. Ut nec quam sapien, in lobortis enim.Cras ultrices felis sit amet tellus tempus eget fringilladolor tempor. Aliquam est sapien, bibendum ut pharetravel, aliquet sed orci. Vestibulum bibendum metTrait 3: High Signal v. Noise Ratio. Lorem ipsum dolor sit amet, consectetur adipiscingelit. Etiam sollicitudin purus in odio posuere at rhoncus orci faucibus. Vivamus sit amet nisitellus, in ultricies diam. Mauris blandit porttitor leo, vulputate commodo nulla pellentesqueeget. Mauris sit amet sem magna. Ut nec quam sapien, in lobortis enim. Cras ultrices felissit amet tellus tempus eget fringilla dolor tempor. Aliquam est sapien, bibendum utpharetra vel, aliquet sed orci. Vestibulum bibendum metTrait 4: Human Design Elements. In et dolor risus. Cras condimentum venenatis ante, acporta turpis facilisis non. Curabitur id dolor orci. Etiam urna neque, iaculis sit ametaccumsan sed, laoreet ac neque. In fringilla, felis ut iaculis tincidunt, eros sapien rhoncusmassa, in commodo sem elit nec purus. Praesent placerat enim arcu. Praesent non nuncat massa lacinia dignissim a nec tellus. Vestibulum non mauris dolor. Sed mattis portaluctus. Aenean imperdiet egestas arcu quis vestibulum. Praesent luctus, odio vel sodalesporttitor, elit leo eleifend neque, sed blandit urna felis nec velit. Sed at ligula lorem, vitaehendrerit nisi.Strategy Notes: Lorem ipsum dolor sit amet Experience Notes: Lorem ipsum dolor sit ametSTRATEGIC FRAMEWORKPage 8EXAMPLE
  9. SCOPEPage 9STORY METHODUSER STORY MAPAs a user I want tomanage myfinancials on anydevice so that I donthave to go out of myway.⁃ Users have iOS,Android, and BBs⁃ Users havephones, laptops,desktops andtablets.⁃ Users are mobilewhile banking⁃ Users areconcerned aboutmobile securityEPIC WE KNOWAs a user I want tofind informationabout products andservices that mightinterest me so that Ican feel comfortableabout what productsand services Imusing⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consecteturEPIC WE KNOWAs an administrator Iwant to be able tomanage myrelationship with myclients so that I canmeet my goals andmaintain happycustomers.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consecteturEPIC WE KNOWAs a user I want to beable to see asummary of all myaccounts on onesingle page so that Ican monitor myfinancials quicklyand easily.⁃ Users are ok withscrolling⁃ 80% of users haveless than 4accounts⁃ Prominenceshould be given toinvestmentaccountsSTORY WE KNOWAs a user I want to beable to see all of mynotifications in oneplace so that I donthave to searchmultiple places formy notifications.⁃ Users dont want amessage archive.⁃ Users prefer splitview of messagesand their contents⁃ Users dont useadvanced optionslike sorting orfilteringSTORY WE KNOWAs a user I want to beable to be able totake action to correctany financialwarnings or alertsIve set up directlyfrom the alert so thatI dont have to figureout how to correctthe warning or alert.⁃ Users dont want tofigure out how tocorrect an alert,give users a CTA.⁃ Once action iscomplete, returnusers to place oforigin.⁃ Provide an easyway to dismissnotificationsSTORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWSPRINT 1Lorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWLorem ipsum dolorsit amet, consecteturadipiscing elit.Donec lobortissemper feugiat.Class aptent tacitisociosqu ad litoratorquent per conubianostra, per inceptoshimenaeos.⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,STORY WE KNOWSPRINT 2 SRINT 3 SPRINT 4 SPRINT 1 SPRINT 2 SPRINT 3 SPRINT 3 SPRINT 4SPRINT 1 SPRINT 2 SRINT 3 SPRINT 4 SPRINT 1 SPRINT 2 SPRINT 3 SPRINT 3 SPRINT 4PRIORITY:●●● ESTIMATE: 95 PRIORITY:●●● ESTIMATE: 33 PRIORITY:●●⃝ ESTIMATE: 125 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95As a user I want tofind informationabout products andservices that mightinterest me so that Ican feel comfortableabout what productsand services Imusing⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consectetur⁃ Lorem ipsumdolor sit amet,consecteturEPIC WE KNOWKNOW STORY WE KNOW STORY WE KNOW STSPRINT 1,,AS A user/admin/guestI WANTdescribe what theuser wants to be able to do,from a first-personperspective. SO THATdescribe benefit or result offeature.
  10. STRUCTUREPage 10FLOW PRIORITIZATION APPROACHCopyright © 2012 - BBDO CanadaPhasesInteractionsCustomerResponseSystemResponseBusinessResponse1 - API REQUEST 2 - SUBMIT APPLICATION 3 - FINALISTS PUBLISHED 4 - EVENT 5 - WINNERS ANNOUNCEDSounds right up my allyWorth a lookGood way to get publicityGood way to get fundingGood way to get access to recipe contentTalk with FriendsSee OLAsVisit SiteRequest APIKeyThink aboutApp (concept)Receives APIKey +DocumentationDont have timeDont care about recipesDont have any ideasNot sure what the API can doDont want to give up creative control of my ideaAPI keys distributed by e-mail based on email verificationReminder email: Last day to verifyAPI Key + Good Luck/ InspirationPlease verify your email addressVerify EmailAddressInvestigateAPICodeTest &ReviseGetSupportGet inspirationfor pitch portionof applicationSubmitApplication(code + pitch)I didnt realize the API could do thatIve learned something newI didnt think cooking could be funCampbells is forward thinking and funI could play with this foreverThe API is too slow & buggy to be usefulIm confused and dont know how this worksThis whole contest is gimmickyThe timeline is unrealisticI bet everyone is more talented than meProvide API support & pitch inspirationI love getting feedback from real usersI might make it to the finals next yearThis is inspiringCampbells really cares about its customersCampbells listens to us like were real peopleNone of these are as good as my ideaI bet these are friends of the judgesI feel intimidated to commentThis seems unsafe to interact withEncourage community participation + Support finalistsI love being able to follow the event in real timeI hope they do this again, Ill definitely participateI like that the judges are TweetingI like being able to use the demo & listen to the eventIm confused and cant follow the live blogI live in New York and no one said I could attendThe judges arent qualified to select a winnerFacilitate live blog + participate in eventThese are truly innovative appsI want to try these right nowI hope they do this againCampbells is an innovative companyThese will help me everydayThese apps have no valueIt looks like these were commercially doneThis contest wasnt fairIm confused about how the winners were chosenEncourage conversations + provide access to betaApplication ReceivedWhat comes next.Update site withPhase 2 messagingUpdate site withPhase 3 messagingUpdate site withPhase 4 messagingUpdate site withPhase 5 messagingSelect WinnersPlan for TripFinalists notified &event instructions providedFinal itinerary providedTravel to EventPitchSubmit poststo live blogSubmit poststo live blogLive blogcoverageJudgingWinnersSelectedTalk with friendsabout appsSign-upfor BetaFinal AppsAvailable (Announcement)See OLAs forFinal AppsDownloadFinal AppsView FinalistsVote/CommentShare withFriendsSee SEMfor FinalistsTalk with friendsabout finalistsWinners receive email notification w/edits to app & fulfilment details.Finalists who did notwin notified/ thankedApplicants who didnt make itnotified/ thankedHACK THE KITCHENEXPERIENCE MAPPeterAge: 27Location: Chicago, ILComputer Skill: ★★★★★Key Motivators• Hears about contests primarily throughfriends• Constantly connected either on acomputer or mobile device• Authority on tech/ software trends• Requires motivation to participate in acontest• Does not usually participate in onlinecontests• May not use recipes, but is familiarwith Campbells• Analytical thinker that requires benefitsto be explicitly stated• Will not spend time reading, quick toclick and investigate• Early adopter of technology• Social networker, especially active onFacebook & LinkedIn• Subscribes to tech blogs likeEngadget & TechCrunch• Entrepreneurial spirit• Active in select coding forums, sharescode.Legend:Non-Linear Experience Conversion Online Offline Social Ad/ Communication EmailHierarchicalNumberingTemplate IDPage IDEXPERIENCE MAP OR USER FLOWS ESTABLISH A USERS JOURNEY….A SITE MAP TRANSLATES FLOWS INTO A HIERARCHICAL REPRESENTATION OF CONTENT.
  11. SKELETONPage 11CYCLIC APPROACHPageContentLinksFlowEcosystemNavigationCYCLE 1 CYCLE 2 CYCLE 3IT STARTS WITH AN IDEA THAT NEEDS TO BE FLESHED OUT. WHETHER WE ADD FIDELITY ACCORDINGTO USER STORIES, OR BASED ON GETTING TEAM ALIGNMENT, WE ALL GO THROUGH CYCLES. WEITERATE AND IMPROVE AS WE SOLVE VARIOUS PROBLEMS.
  12. SURFACEPage 12CONCEPTUAL RATIONALIZATION APPROACHCREATIVE DIRECTORS AROUND THE WORLD HAVE BEEN FORCED OUTSIDE OF THEIR COMFORT ZONEWITH PLATFORM REDESIGNS. MANY AD AGENCIES, WITH STRONG CREATIVE LEADERSHIP, HAVETAKEN ON WEBSITE REDESIGNS WITHOUT REALIZING THERE ISNT NECESSARILY A CREATIVE IDEATHAT DRIVES A WEBSITE REDESIGN. THESE PROJECTS OFTEN BENEFIT FROM HAVING ANEXPERIENCE DIRECTOR TAKE ON THE ROLE OF A CREATIVE DIRECTOR;AND WORK DIRECTLY WITH AN ART DIRECTOR AND COPY WRITER.
  13. its not over justbecause its live.the organization needsto commit to measuring& optimizing.
  14. what do you think?

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