Post on 27-Jan-2015
description
Strategic User Experience
Leisa Reichelt (@leisa)UX Cambridge, 2011
is User Experience
your passion?
to create an environment where good
user experience can exist
Christopher Simmons - http://www.aiga.org/content.cfm/what-design-cant-do
If you want to be a brand, you have to work from the inside out A great logo isn’t going to make a shitty product any less shitty,
any more than a hard worker is going to make a bad boss a compelling leader.’
we need time
we need walls
we contact with our
customers
With respect to the definition of business purpose and
business mission, there is only one such focus, one
starting point.
It is the customer. The customer defines the
business.- Peter Drucker, Management: Tasks, Responsibilities, Practice
What the customer thinks he or she is buying, what he or she considers
value is decisive – it determines what a business is, what it produces, and
whether it will prosper. And what the customer buys and considers value is
never a product. It is always a utility – that is, what a product or service does
for him or her. And what is value for the customer is anything but obvious.
- Peter Drucker, Management: Tasks, Responsibilities, Practice
business strategy target audience
business model
value proposition business strategy
customer experience
strategy
strategy driven tactical execution
4.
3.
2.
customer journey/value map
1. vision (business purpose)
customer experience
what are you trying to achieve?
what’s the
plan?
tactics: how do
we execute
the plan?
personas
design principles
KPIs & metrics
prioritisation
strategy led design
design evaluation
methodology
a framework or methodology
cannot replace vision
(and the guts to back it)
business strategy
target audience
business model
value proposition business strategy
customer experience
strategy
strategy driven tactical execution
4.
3.
2.
customer journey/value map
1. vision (business purpose)
customer experience
what are you trying to achieve?
what’s the
plan?
tactics: how do
we execute
the plan?
personas
design principles
KPIs & metrics
prioritisation
strategy led design
design evaluation
methodology
thanks Gamestorming
our brand is the only ____________ that _____________
Zag: The #1 Strategy of High Performance Brands Marty Neumeier
‘make mantra’ - Guy Kawasaki
Authentic Athletic Performance - NikeFun Family Entertainment - Disney
Rewarding Everyday Moments - Starbucks
business strategy
experience strategy
business model
target audiencebusiness strategy
customer experience
strategy
strategy driven tactical execution
4.
3.
2.
customer journey/value map
1. vision (business purpose)value proposition
what are you trying to achieve?
what’s the
plan?
tactics: how do
we execute
the plan?
personas
design principles
KPIs & metrics
prioritisation
strategy led design
design evaluation
methodology
why are companies terrified of a clear value proposition
look up the positioning quote from selling the invisible and put it here - the bit about saying what you are is saying what
you’re not.- Harry Beckwith, Selling the Invisible
Harry Beckwith- Selling the Invisible
‘How can you deliver a unique value to
meet an important set of needs for an important set of
customers’- Michael Porter, Business Strategy Guru
business strategy target audience
business model
experience strategy
business strategy
customer experience
strategy
strategy driven tactical execution
4.
3.
2.
customer journey/value map
1. vision (business purpose)value proposition
what are you trying to achieve?
what’s the
plan?
tactics: how do
we execute
the plan?
personas
design principles
KPIs & metrics
prioritisation
strategy led design
design evaluation
methodology
An experience strategy is that collection of activities that an organization chooses to undertake to deliver a series of (positive, exceptional) interactions which, when taken together, constitute an (product or service) offering that is superior in some meaningful, hard-to-replicate way; that is unique, distinct & distinguishable from that available from a competitor.- Steve Baty
http://johnnyholland.org/2009/06/04/what-is-an-experience-strategy/
‘you press the button, we do the rest’
via Peter Merholz
‘a star to sail your ship by’- Jesse James Garrett
key programs:
Voice of the CustomerSingle View of the Customer
business strategy
experience strategy
target audience
business model
business strategy
customer experience
strategy
strategy driven tactical execution
4.
3.
2.
customer journey/value map
1. vision (business purpose)value proposition
what are you trying to achieve?
what’s the
plan?
tactics: how do
we execute
the plan?
personas
design principles
KPIs & metrics
prioritisation
strategy led design
design evaluation
methodology
business strategy
experience strategy
business model
customer journey/value map
business strategy
customer experience
strategy
strategy driven tactical execution
4.
3.
2.target audience
1. vision (business purpose)value proposition
what are you trying to achieve?
what’s the
plan?
tactics: how do
we execute
the plan?
personas
design principles
KPIs & metrics
prioritisation
strategy led design
design evaluation
methodology
“user scented” or user centred
http://www.servicedesigntools.org/tools/8
http://www.servicedesigntools.org/tools/8
http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/
http://www.thosepeskyusers.com
http://www.shmula.com/dont-waste-the-customers-time/128/
Indi Young, Mental Models
business strategy
personas
business strategy
customer experience
strategy
strategy driven tactical execution
4.
3.
2.1. vision (business purpose)what are you
trying to achieve?
what’s the
plan?
tactics: how do
we execute
the plan?
customer journey/value map
design principles
KPIs & metrics
prioritisation
strategy led design
design evaluation
methodology
experience strategy
business model
target audience
value proposition
personas
business strategy
design principles
business strategy
customer experience
strategy
strategy driven tactical execution
4.
3.
2.1. vision (business purpose)what are you
trying to achieve?
what’s the
plan?
tactics: how do
we execute
the plan?
customer journey/value map
personas
KPIs & metrics
prioritisation
strategy led design
design evaluation
methodology
experience strategy
business model
target audience
value proposition
get the information
into the world- Don Norman, Living with Complexity
business strategy
KPIs & Metrics
business strategy
customer experience
strategy
strategy driven tactical execution
4.
3.
2.1. vision (business purpose)what are you
trying to achieve?
what’s the
plan?
tactics: how do
we execute
the plan?
customer journey/value map
personas
design principles
prioritisation
strategy led design
design evaluation
methodology
experience strategy
business model
target audience
value proposition
what’s measured matters.
business strategy
prioritisation
business strategy
customer experience
strategy
strategy driven tactical execution
4.
3.
2.1. vision (business purpose)what are you
trying to achieve?
what’s the
plan?
tactics: how do
we execute
the plan?
customer journey/value map
personas
design principles
KPIs & Metrics
strategy led design
design evaluation
methodology
experience strategy
business model
target audience
value proposition
business strategy
strategy led design
business strategy
customer experience
strategy
strategy driven tactical execution
4.
3.
2.1. vision (business purpose)what are you
trying to achieve?
what’s the
plan?
tactics: how do
we execute
the plan?
customer journey/value map
personas
design principles
KPIs & Metrics
prioritisation
design evaluation
methodology
experience strategy
business model
target audience
value proposition
strategic collaborative wireframe outline
how to wireframe strategically
generate ideas
synthesis & explore ideas
evaluate & prioritise ideas
make a decision
sketch the wireframe
define audience & purpose of
interface
what’s your role?
Facilitation at a Glance: Ingrid Bens
UX as Facilitator“one who contributes structure and process to
interactions so groups are able to function effectively and make high-quality decisions.
A helper and enabler whose goal is to support others to achieve exceptional performance”
no, but...
‘it’s simple, but it’s not easy’
‘a great way to get fired’
thank you & good luck!disambiguity.com
leisa.reichelt@gmail.com@leisa