Strategic UX - UX Cambridge Nov 2011

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Strategic User Experience Leisa Reichelt (@leisa) UX Cambridge, 2011

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Transcript of Strategic UX - UX Cambridge Nov 2011

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Strategic User Experience

Leisa Reichelt (@leisa)UX Cambridge, 2011

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is User Experience

your passion?

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to create an environment where good

user experience can exist

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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.’

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we need time

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we need walls

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we contact with our

customers

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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

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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

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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

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a framework or methodology

cannot replace vision

(and the guts to back it)

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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

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thanks Gamestorming

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our brand is the only ____________ that _____________

Zag: The #1 Strategy of High Performance Brands Marty Neumeier

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‘make mantra’ - Guy Kawasaki

Authentic Athletic Performance - NikeFun Family Entertainment - Disney

Rewarding Everyday Moments - Starbucks

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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

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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

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‘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

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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

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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/

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‘you press the button, we do the rest’

via Peter Merholz

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‘a star to sail your ship by’- Jesse James Garrett

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key programs:

Voice of the CustomerSingle View of the Customer

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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

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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

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“user scented” or user centred

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http://www.servicedesigntools.org/tools/8

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http://www.servicedesigntools.org/tools/8

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http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/

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http://www.thosepeskyusers.com

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http://www.shmula.com/dont-waste-the-customers-time/128/

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Indi Young, Mental Models

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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

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personas

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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

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get the information

into the world- Don Norman, Living with Complexity

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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

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what’s measured matters.

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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

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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

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strategic collaborative wireframe outline

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how to wireframe strategically

generate ideas

synthesis & explore ideas

evaluate & prioritise ideas

make a decision

sketch the wireframe

define audience & purpose of

interface

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what’s your role?

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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”

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no, but...

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‘it’s simple, but it’s not easy’

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‘a great way to get fired’

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thank you & good luck!disambiguity.com

[email protected]@leisa