Strategic UX - UX Cambridge Nov 2011
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This document discusses strategic user experience and provides guidance on developing an experience strategy. It includes the following key points: 1. Developing an experience strategy requires defining your vision, business strategy, value proposition, target audience, experience strategy, business model, customer journey maps, personas, design principles, and KPIs and metrics. 2. An experience strategy is the collection of activities an organization chooses to deliver a series of positive, exceptional interactions that constitute a superior product or service offering. 3. Key elements of an experience strategy include understanding the customer voice, creating a single view of the customer, and defining programs like voice of the customer.
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Strategic UX - UX Cambridge Nov 2011
- 1. Strategic User Experience Leisa Reichelt (@leisa) UX Cambridge, 2011
- 2. is User Experience your passion?
- 3. to create an environment where good user experience can exist
- 4. 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.’ Christopher Simmons - http://www.aiga.org/content.cfm/what-design-cant-do
- 5. we need time
- 7. we contact with our customers
- 8. 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
- 9. 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
- 10. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s customer experience the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 11. a framework or methodology cannot replace vision (and the guts to back it)
- 12. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition customer experience what’s target audience the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 14. our brand is the only ____________ that _____________ Zag: The #1 Strategy of High Performance Brands Marty Neumeier
- 15. ‘make mantra’ - Guy Kawasaki Authentic Athletic Performance - Nike Fun Family Entertainment - Disney Rewarding Everyday Moments - Starbucks
- 16. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 17. Harry Beckwith- Selling the Invisible 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
- 18. ‘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
- 19. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 20. 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/
- 21. ‘you press the button, we do the rest’ via Peter Merholz
- 22. ‘a star to sail your ship by’ - Jesse James Garrett
- 25. key programs: Voice of the Customer Single View of the Customer
- 26. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 27. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 29. “user scented” or user centred
- 37. Indi Young, Mental Models
- 40. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 41. personas
- 42. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 44. get the information into the world - Don Norman, Living with Complexity
- 45. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: how do KPIs & Metrics we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 47. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: how do KPIs & Metrics we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 48. what are you trying to achieve? 1. vision (business purpose) business strategy 2. business strategy value proposition target audience what’s experience strategy the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: how do KPIs & Metrics we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
- 49. strategic collaborative wireframe outline
- 50. how to wireframe strategically define audience generate synthesis & evaluate & make a sketch the & purpose of ideas explore ideas prioritise ideas decision wireframe interface
- 52. 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” Facilitation at a Glance: Ingrid Bens
- 53. no, but...
- 54. ‘it’s simple, but it’s not easy’
- 55. ‘a great way to get fired’
- 56. thank you & good luck! disambiguity.com leisa.reichelt@gmail.com @leisa