Strategic UX - UX People

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<ul><li> 1. StrategicUser ExperienceLeisa Reichelt (@leisa)UX People, 2011</li></ul> <p> 2. is User Experienceyour passion? 3. to create an environmentwhere gooduser experiencecan exist 4. If you want to be a brand, you have to work from the inside outA great logo isnt 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 6. we need walls 7. we contact with ourcustomers 8. With respect to the definitionof business purpose and business mission, there isonly 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 isbuying, what he or she considersvalue is decisive it determines whata business is, what it produces, andwhether it will prosper. And what the customer buys and considers value isnever a product. It is always a utility that is, what a product or service doesfor him or her. And what is value forthe customer is anything but obvious.- Peter Drucker, Management: Tasks, Responsibilities, Practice 10. what are youtrying to achieve? 1. vision (business purpose) business strategy 2. business strategyvalue propositiontarget audiencewhatscustomer experience theplan? business modelcustomer 3. customer journey/value map experiencepersonas strategy design principlestactics: KPIs &amp; metricshow doweexecutethe 4. prioritisation plan? strategy led design strategy driventactical execution design evaluation methodology 11. a framework or methodologycannot replace vision(and the guts to back it) 12. what are youtrying to achieve? 1. vision (business purpose) business strategy 2. business strategyvalue propositioncustomer experiencewhatstarget audience theplan? business modelcustomer 3. customer journey/value map experiencepersonas strategy design principlestactics: KPIs &amp; metricshow doweexecutethe 4. prioritisation plan? strategy led design strategy driventactical execution design evaluation methodology 13. thanks Gamestorming 14. our brand is the only ____________ that _____________ Zag: The #1 Strategy of High Performance BrandsMarty Neumeier 15. make mantra - Guy KawasakiAuthentic Athletic Performance - Nike Fun Family Entertainment - DisneyRewarding Everyday Moments - Starbucks 16. what are youtrying to achieve? 1. vision (business purpose) business strategy 2. business strategyvalue proposition target audiencewhats experience strategy theplan? business modelcustomer 3. customer journey/value map experiencepersonas strategy design principlestactics: KPIs &amp; metricshow doweexecutethe 4. prioritisation plan? strategy led design strategy driventactical execution design evaluation methodology 17. Harry Beckwith- Selling the Invisiblewhy are companies terrified of a clear value propositionlook up the positioning quote from selling the invisible and put it here - the bit about saying what you are is saying whatyoure not.- Harry Beckwith, Selling the Invisible 18. How can you delivera unique value to meet an important set of needs for animportant set of customers- Michael Porter, Business Strategy Guru 19. what are youtrying to achieve? 1. vision (business purpose) business strategy 2. business strategyvalue propositiontarget audiencewhats experience strategy theplan?business modelcustomer 3. customer journey/value map experiencepersonas strategy design principlestactics: KPIs &amp; metricshow doweexecutethe 4. prioritisation plan? strategy led design strategy driventactical execution design evaluation methodology 20. An experience strategy is that collectionof activities that an organizationchooses to undertake to deliver a seriesof (positive, exceptional) interactionswhich, when taken together, constitutean (product or service) offering that issuperior in some meaningful, hard-to-replicate way; that is unique, distinct &amp;distinguishable from that available froma competitor.- Steve Batyhttp://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 23. key programs:Voice of the CustomerSingle View of the Customer 24. what are youtrying to achieve? 1. vision (business purpose) business strategy 2. business strategyvalue proposition target audiencewhats experience strategy theplan?business modelcustomer 3. customer journey/value map experiencepersonas strategy design principlestactics: KPIs &amp; metricshow doweexecutethe 4. prioritisation plan? strategy led design strategy driventactical execution design evaluation methodology 25. what are youtrying to achieve? 1. vision (business purpose) business strategy 2. business strategyvalue proposition target audiencewhats experience strategy theplan?business modelcustomer 3. customer journey/value map experiencepersonas strategy design principlestactics: KPIs &amp; metricshow doweexecutethe 4. prioritisation plan? strategy led design strategy driventactical execution design evaluation methodology 26. user scentedor user centred 27. http://www.servicedesigntools.org/tools/8 28. http://www.servicedesigntools.org/tools/8 29. http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/ 30. http://www.thosepeskyusers.com 31. http://www.shmula.com/dont-waste-the-customers-time/128/ 32. Indi Young, Mental Models 33. a community of purposeGary Hemel 34. what are youtrying to achieve? 1. vision (business purpose) business strategy 2. business strategyvalue proposition target audiencewhats experience strategy theplan?business modelcustomer 3. customer journey/value map experiencepersonas strategy design principlestactics: KPIs &amp; metricshow doweexecutethe 4. prioritisation plan? strategy led design strategy driventactical execution design evaluation methodology 35. personas 36. what are youtrying to achieve? 1. vision (business purpose) business strategy 2. business strategyvalue proposition target audiencewhats experience strategy theplan?business modelcustomer 3. customer journey/value map experiencepersonas strategy design principlestactics: KPIs &amp; metricshow doweexecutethe 4. prioritisation plan? strategy led design strategy driventactical execution design evaluation methodology 37. get the informationinto the world- Don Norman, Living with Complexity 38. what are youtrying to achieve? 1. vision (business purpose) business strategy 2. business strategyvalue proposition target audiencewhats experience strategy theplan?business modelcustomer 3. customer journey/value map experiencepersonas strategy design principlestactics:how do KPIs &amp; Metricsweexecutethe 4. prioritisation plan? strategy led design strategy driventactical execution design evaluation methodology 39. whatsmeasuredmatters. 40. what are youtrying to achieve? 1. vision (business purpose) business strategy 2. business strategyvalue proposition target audiencewhats experience strategy theplan?business modelcustomer 3. customer journey/value map experiencepersonas strategy design principlestactics:how do KPIs &amp; Metricsweexecutethe 4. prioritisation plan? strategy led design strategy driventactical execution design evaluation methodology 41. what are youtrying to achieve? 1. vision (business purpose) business strategy 2. business strategyvalue proposition target audiencewhats experience strategy theplan?business modelcustomer 3. customer journey/value map experiencepersonas strategy design principlestactics:how do KPIs &amp; Metricsweexecutethe 4. prioritisation plan? strategy led design strategy driventactical execution design evaluation methodology 42. strategic collaborativewireframe outline 43. how to wireframe strategicallydefine audience generatesynthesis &amp; evaluate &amp; make a sketch the &amp; purpose of ideasexplore ideasprioritise ideas decision wireframe interface 44. whatsyour role? 45. UX as Facilitatorone 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 performanceFacilitation at a Glance: Ingrid Bens 46. no, but... 47. its simple,but its not easy 48. a great wayto get fired 49. thank you &amp; good luck!disambiguity.comleisa.reichelt@gmail.com@leisa </p>