experience strategy with ux designer as protagonist

Experience Strategy with UX designer as protagonist

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

The status quoBusiness as usual

Customers and their requirements

Business and it’s requirements

Technologysolution

Design

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?

Business as usual

Business Strategy

Product Strategy

Implementation Strategy

ObjectiveRequirement

sMake Launch

PROJECT LIFECYCLE

Getting the opportunity

Technology solutions arrive as the result of a well worn process

Experience Design Involvement

ObjectiveRequirement

sMake Launch

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

Being a protagonistEnter Arnold Schwarzenegger

UX designer as a protagonist

Connecting with decision makers

Can be skeptical of “design”

Connecting with decision makers

They perceive a need

Connecting with decision makers

How they perceive “design”

Distribution

Sales

Conversions

Acquisition

CostsEfficiency

Strategy

Differentiation

NPS

Profit margin

Customer Satisfaction

Advantage

Investment

BUSINESS TALK

Making design ‘real’

Risk of failure is your friend

ObjectiveRequirement

sMake Launch

$ $$$!Cost of change

PROJECT LIFECYCLE

Experience Strategy

Creating an experience strategyAs a protagonist

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

AP

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CredibilityYOURGOAL

Establishing the case for change

Test & IterateExperience

StrategyExperience Research

Promoting UX

AP

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ProofSolutionsProblems &

ConsequencesCredibility

YOURGOAL

Experience research is your shield

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

Empathetic research

Learning what people do, not what they say they do

Analysis

Distill meaning out of data

Communicating findings

Stories powerfully communicate problems & opportunities

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

Setting a vision

Test & IterateExperience

StrategyExperience Research

Promoting UX

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ProofSolutionsProblems &

ConsequencesCredibility

YOURGOAL

Experience strategy is your sword

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

Vision (Experience Promise™)

WHAT – experience principles

Solution?

Solution?

Solution?

Solution?Principle

Principle

Principle

Abstract Specific

HOW – visioning & scenarios

HOW – visuals

Validate the strategy

Test & IterateExperience

StrategyExperience Research

Promoting UX

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ProofSolutionsProblems &

ConsequencesCredibility

YOURGOAL

Validating the experience strategy

TEST the ideas ITERATE the solution

Prototype

Concept test

Narrow down choices

Demonstrate requirements

Now we’re ready

FurtherExperience Design Involvement

ObjectiveRequirement

sMake Launch

Experience Strategy

Technology

Business and it’s requirements

Customers

Design

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