outcomes over process : mike atherton : collaborate bristol

@MIKEATHERTON

A MINIMUM VIABLE PRESENTATION FOR COLLABORATE BRISTOL

THE ROAD LESS TRAVELLED

THE ROAD TO 50 MILLION USERS

38 years 13 years 6 months4 years 50 days

“Too many notes.” Amadeus

THE FEATURITIS CURVE

Number of features

User

happ

ines

s

“Nice, but I wish it did more…”

“So glad they added this!”

“Cool!”

“I rule!”“Guess I’d better read the manual”

“Where the f*** did they put that?!”

“Now I can’t even do the ONE SIMPLE THING I bought this for.”

“I suck.”

Kathy Sierra - Creating Passionate Users, 2005

Happy user peak RAWR!

People buy empowered versions of themselves.

simple, intuitive, magical, personal, loved, everywhere.

HUDDLE DESIGN PRINCIPLES

S.I.M.P.L.E.

Marketers are only as good as what they have to work with.

A brand is an idea that you stand for, made real by what you do and expressed through your personality. Wally Olins

CarSafe Games ConsoleCasual CameraInstant

YOUR BRAND IS NOT YOUR LOGO.

@MIKEATHERTON

BRANDS OWN A CORNER OF YOUR MIND.

BRAND IS A SMALL, DIFFERENTIATED IDEA.

commodities

goods

services

experiences

transformations

CUSTOMER RELEVANCY

DIFF

EREN

TIAT

ION

PRICE PREMIUM

PROGRESSION OF ECONOMIC VALUE

Joseph Pine II and James H. Gilmore - The Experience Economy, 1999

We choose to go to the moon. John F. Kennedy, 1962

Our core values are the qualities we care most about.

C O M M U N I C AT I O N R E S P E C T

I N T E G R I T Y E X C E L L E N C E

thanks to @jcolman

Values drive our emotional relationship to the brand. This can lead to joy or disappointment.

Our values are not who we aspire to be.Our values are who we are.

FIND YOUR TRUE VOICE

@MIKEATHERTON

CUTE IS NOT THE ONLY VOICE.

AIM FOR UNIQUE, AUTHENTIC, TALKABLE...AND APPROPRIATE TO YOUR PRODUCT.

CHALLENGER BRANDS

AL RIES & JACK TROUT, POSITIONING: THE BATTLE FOR YOUR MIND

REFRAME THE CONVERSATION

MAKING US CONSIDER THE CATEGORY IN NEW WAYS

If this is User Experience Design…

…is this UX?

UX can get too focused on artefacts, not outcomes.(Okay, so I made that tweet up)

THE STANDARD CONFERENCE QUESTION

@MIKEATHERTON

“How can I convince the business of the value of UX?”

“I WANT PERMISSION TO GET BUSY WITH THE SHARPIES!”

REFRAME THE QUESTION

@MIKEATHERTON

“How can I make UX valuable to the business?”

STAND UP AND BE COUNTED.

Think different.

Collaboration

Blogging

Photos

IntelligentMicro

Instant

People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all.

It means saying no to a hundred other good ideas. Steve Jobs

“This above all: To thine own self be true.” Hamlet, Act I Scene III

The web was once a wild and exciting place for me.

My first professional site design, 1996. (Actual size)

Me! Interviewed in 2001.

Too many hours making too little of lasting value burned me out.Also: ‘proliferated’?! What an idiot.

Being a teacher made it easy to explain my job at parties.

Me as a teacher (early concepts)

Me as a teacher (final prototype)

Class of Summer 2014. Currently at large in London.

BRAND IS YOUR RESPONSIBILITY

@MIKEATHERTON

MAKING MARKETING RUN YOUR BRAND IS LIKE MAKING

I.T. RUN YOUR WEBSITE.LIVE YOUR VALUES IN EVERYTHING YOU DO.

How you write defines your brand.

What you offer defines your brand.

Your design decisions define your brand.

How you treat people defines your brand.

If you’re better than you look, fix the brand. If you want to look better than you are, fix the company.

You are responsible for the work you put into the world. Mike Monteiro

EVERY COMPANY HAS A BRAND

@MIKEATHERTON

BRAND IS WHAT THEY SAY ABOUT YOU WHEN YOU’RE NOT IN THE ROOM.

- Jeff Bezos

Thanks for listening!@mikeathertonslideshare.net/reduxd

My book, which I will totally write one day.

MIKE ATHERTON

Buy my book! (Just kidding. I haven’t

written a book.)