Download - Ux design strategy_slideshare[1]
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Experience Strategy with UX designer as protagonist
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Things to discuss
The status quo of the world today Being a protagonist Getting the opportunity A framework for experience strategy
1. Establish a case for change 3. Set a vision 3. Validate the strategy
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The status quoBusiness as usual
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Customers and their requirements
Business and it’s requirements
Technologysolution
Design
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Customers and their requirements
Business and it’s requirements
Technologysolution
Design
Is design just for solving problems?
Or does it include defining the true opportunity?
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Business as usual
Business Strategy
Product Strategy
Implementation Strategy
ObjectiveRequirement
sMake Launch
PROJECT LIFECYCLE
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Getting the opportunity
Technology solutions arrive as the result of a well worn process
Experience Design Involvement
ObjectiveRequirement
sMake Launch
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Getting the opportunity to change the world
Viability(Business)
Feasibility (Technology)
Desirability(People)
Start here
Tim Brown & IDEO www.ideo.com/thinking/approach/
Emotional
Rational
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Being a protagonistEnter Arnold Schwarzenegger
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UX designer as a protagonist
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Connecting with decision makers
Can be skeptical of “design”
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Connecting with decision makers
They perceive a need
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Connecting with decision makers
How they perceive “design”
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Distribution
Sales
Conversions
Acquisition
CostsEfficiency
Strategy
Differentiation
NPS
Profit margin
Customer Satisfaction
Advantage
Investment
BUSINESS TALK
Making design ‘real’
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Risk of failure is your friend
ObjectiveRequirement
sMake Launch
$ $$$!Cost of change
PROJECT LIFECYCLE
Experience Strategy
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Creating an experience strategyAs a protagonist
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Creating value around change
Test & IterateExperience
StrategyExperience Research
Promoting UXYOUR
ACTIVITY
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Proof
OP
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Solutions
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Problems &Consequences
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CredibilityYOURGOAL
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Establishing the case for change
Test & IterateExperience
StrategyExperience Research
Promoting UX
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OP
TIM
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ProofSolutionsProblems &
ConsequencesCredibility
YOURGOAL
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Experience research is your shield
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Experience research steps
Understand
YOUr context
Understand
USERS and their context
Find sources of
INSPIRATION
Business brief
Brand understanding
Current state analysis
Empathetic research
Analysis
Communicatefindings
Inspiration scan
Competitor analysis
1 2 3
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Empathetic research
Learning what people do, not what they say they do
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Analysis
Distill meaning out of data
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Communicating findings
Stories powerfully communicate problems & opportunities
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How to create the strategy
Problem
Experience Research
SolutionsProblems &
Consequences
Principle
WHAT HOW
Solution
Users do not have time to watch full length sports games in their break
Snack-like Provide gamehighlight videos
Experience Strategy
VISION
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Setting a vision
Test & IterateExperience
StrategyExperience Research
Promoting UX
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OP
TIM
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ProofSolutionsProblems &
ConsequencesCredibility
YOURGOAL
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Experience strategy is your sword
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Experience Strategy steps
Set a VISION for transforming the experience
Define WHAT is needed to transform the experience
Show HOW the principles are applied
Vision (Experience PromiseTM)
Experience Principles
Visioning
Scenarios
Visuals
1 2 3
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Vision (Experience Promise™)
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WHAT – experience principles
Solution?
Solution?
Solution?
Solution?Principle
Principle
Principle
Abstract Specific
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HOW – visioning & scenarios
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HOW – visuals
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Validate the strategy
Test & IterateExperience
StrategyExperience Research
Promoting UX
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OP
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ProofSolutionsProblems &
ConsequencesCredibility
YOURGOAL
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Validating the experience strategy
TEST the ideas ITERATE the solution
Prototype
Concept test
Narrow down choices
Demonstrate requirements
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Now we’re ready
FurtherExperience Design Involvement
ObjectiveRequirement
sMake Launch
Experience Strategy
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Technology
Business and it’s requirements
Customers
Design
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Thank you!Twitter: @colfelthttp://www.colfelt.com
See also:Twitter: DifferentUXhttp://www.different.com.au
Never doubt that a small group of thoughtful committed people can change the world. In fact, it is the only thing that ever has.
Margaret Mead (1907-1978) – American anthropologist