upsell ux midwestux2012
TRANSCRIPT
![Page 1: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/1.jpg)
Upselling UX: Moving from Pixels to Strategy
Jim Laing – @jhlaingMidwestUX 2012
![Page 2: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/2.jpg)
2Jim Laing – Upselling UX – @jhlaing
About Me
• I’m pretty new here – I started in UX and design less than 5 years ago• Most of my experience
has been in-house• I remember what its like
not to know about UX’s role in strategy
![Page 3: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/3.jpg)
3
About Me
• I’m pretty new here – I started in UX and design less than 5 years ago• Most of my experience
has been in-house• I remember what its like
not to understand UX’s role in strategy
Jim Laing – Upselling UX – @jhlaing
![Page 4: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/4.jpg)
4
About Me
• I’m pretty new here – I started in UX and design less than 5 years ago• Most of my experience
has been in-house• I remember what its like
not to understand UX’s role in strategy
Jim Laing – Upselling UX – @jhlaing
![Page 5: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/5.jpg)
5
A Few Scenarios
Jim Laing – Upselling UX – @jhlaing
![Page 6: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/6.jpg)
6
A Few Scenarios
Jim Laing – Upselling UX – @jhlaing
![Page 7: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/7.jpg)
7
A Few Scenarios
Jim Laing – Upselling UX – @jhlaing
![Page 8: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/8.jpg)
8
What is Strategy?
Jim Laing – Upselling UX – @jhlaing
![Page 9: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/9.jpg)
9
Strategy is …
•Strategy is relative•Strategy is about planning•Strategy is about decision making•Strategy is about increasing effectiveness
Jim Laing – Upselling UX – @jhlaing
![Page 10: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/10.jpg)
10
Strategy is …
•Strategy is relative•Strategy is about planning•Strategy is about decision making•Strategy is about increasing effectiveness
Jim Laing – Upselling UX – @jhlaing
![Page 11: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/11.jpg)
11
Strategy is …
•Strategy is relative•Strategy is about planning•Strategy is about decision making•Strategy is about increasing effectiveness
Jim Laing – Upselling UX – @jhlaing
![Page 12: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/12.jpg)
12
Strategy is …
•Strategy is relative•Strategy is about planning•Strategy is about decision making•Strategy is about increasing effectiveness
Jim Laing – Upselling UX – @jhlaing
![Page 13: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/13.jpg)
13
Focus: Product Strategy
LessStrategic
MoreStrategic
OrganizationalMission
Current businessstrategy
Productstrategy
Content ortechnologystrategy
Interfacedesignstrategy
Jim Laing – Upselling UX – @jhlaing
![Page 14: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/14.jpg)
14
Strategy and Design
Jim Laing – Upselling UX – @jhlaing
![Page 15: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/15.jpg)
15
Design, like strategy, is relative
Jim Laing – Upselling UX – @jhlaing
![Page 16: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/16.jpg)
16
Design is about planning
Jim Laing – Upselling UX – @jhlaing
![Page 17: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/17.jpg)
17
Design is about decision making
Jim Laing – Upselling UX – @jhlaing
![Page 18: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/18.jpg)
18
Design is about increasing effectiveness
Jim Laing – Upselling UX – @jhlaing
![Page 19: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/19.jpg)
19Jim Laing – Upselling UX – @jhlaing
![Page 20: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/20.jpg)
20
Two Types of Design
Concrete design: what most people think of when they think about design. What a thing looks like and how it operates.
Abstract design: What a thing is. What problem is it solving? Where and why will people use it?
Jim Laing – Upselling UX – @jhlaing
The Nine Pillars – Jesse James Garrett – www.jjg.net/ia/files/pillars.pdf
![Page 21: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/21.jpg)
21
Concrete design and usability are the thin end of the wedge
Jim Laing – Upselling UX – @jhlaing
![Page 22: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/22.jpg)
22
Upselling UX
Jim Laing – Upselling UX – @jhlaing
![Page 23: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/23.jpg)
23
How the Upsell Works:
•What it looks like: 3 phases•How you do it: 2 things you need to build
Jim Laing – Upselling UX – @jhlaing
![Page 24: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/24.jpg)
24
What It Looks Like – 3 phases
Understand the product strategy
Critique the strategy
Help shape the strategy
Jim Laing – Upselling UX – @jhlaing
![Page 25: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/25.jpg)
25
What It Looks Like – 3 phases
Understand the product strategy
Jim Laing – Upselling UX – @jhlaing
![Page 26: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/26.jpg)
26
What It Looks Like – 3 phases
Understand the product strategy
Critique the strategy
Jim Laing – Upselling UX – @jhlaing
![Page 27: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/27.jpg)
27
What It Looks Like – 3 phases
Understand the product strategy
Critique the strategy
Help shape the strategy
Jim Laing – Upselling UX – @jhlaing
![Page 28: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/28.jpg)
28
How the Upsell Works:
•What it looks like: 3 phases•How you do it: 2 things you need to build
Jim Laing – Upselling UX – @jhlaing
![Page 29: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/29.jpg)
29Jim Laing – Upselling UX – @jhlaing
How – Build a Chain of Whys
Understand Critique Shape
Ask why constantly
What parts of the chain seem like weak links? Where is the user not considered?
Do user research and suggest new chains
![Page 30: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/30.jpg)
30Jim Laing – Upselling UX – @jhlaing
How – Build a Chain of Whys
Understand Critique Shape
Ask why constantly
What parts of the chain seem like weak links? Where is the user not considered?
Do user research and suggest new chains
![Page 31: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/31.jpg)
31Jim Laing – Upselling UX – @jhlaing
Ask why constantly
What parts of the chain seem like weak links? Where is the user not considered?
Do exploratory user research and suggest new chains
How – Build a Chain of Whys
Understand Critique Shape
![Page 32: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/32.jpg)
32
How
Jim Laing – Upselling UX – @jhlaing
Understand Critique Shape
The other thing you need to build is …trust
![Page 33: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/33.jpg)
33
How
Jim Laing – Upselling UX – @jhlaing
Understand Critique Shape
The other thing you need to build is …trust
![Page 34: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/34.jpg)
34
How – Build Trust
Jim Laing – Upselling UX – @jhlaing
Get (more) engaged with strategy
Demonstrate(more) valueand build (more) trust
Understand Critique Shape
![Page 35: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/35.jpg)
35
How – Build Trust
Jim Laing – Upselling UX – @jhlaing
Understand Critique Shape
•Don’t be an expert•Empathize with your stakeholders
![Page 36: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/36.jpg)
36
In Summary
•Strategy and design are the same thing – you already have the tools you need•Without being engaged in strategy, you can’t create great experiences•Concrete design and usability testing are the thin end of the wedge•Engagement with strategy moves from understanding to critiquing to helping shape•Along the way, build a chain of whys and constantly build trust
Jim Laing – Upselling UX – @jhlaing
![Page 37: Upsell ux midwestux2012](https://reader033.vdocuments.mx/reader033/viewer/2022052904/557c39ded8b42acc738b5275/html5/thumbnails/37.jpg)
37
Thanks!
Jim Laing – Upselling UX – @jhlaing