business of experience doctrain west

TheBusiness of ExperienceHands-On Methods toIncrease Your Influence

DocTrain West 2008presented by Jess McMullinnForm User Experience | www.nForm.caMay 9, 2008

DESIGNBUSINESSINFLUENCEPIVOT METHODSWRAP UP

INTRO


INTROPart 1 8:30-8:45

[ Tell your partner your worst project story in 1 minute or less ]

Design Maturity

Design by Default

»

Style

»

Function+Form

»

»

Problem Solving

»

»

»

Framing

»

»

»

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UNDERSTAND• Interviews• Surveys• Focus groups• Analytics• Heuristics• Usability testing

• Content analysis• Field studies• Competitive analysis• Brainstorming• Talking about the project• Wireframing• Design games• Workshops• Personas

SOLVE• Wireframes• Prototyping• Sketching• Assumption smashing• Solutions, lateral

thinking• Mind mapping• Comics• Scenarios

• Site map• Use cases• Flash prototyping

EVALUATE• Usability testing• User feedback in

general way, listen to the “buts”

• Better to start this early… at 10% into the project, not 90%

• Whiteboarding

• Bucket testing (A-B testing)

• Surveys and web analytics

HIT THE WALL

Increase our Influence

Our field has reached the point in our collective practice where the barriers to increasing influence are not about better methods for working with users, but better methods for working with business.

I believe

Business Fluency

http://www.flickr.com/photos/ribenawrath/139155418/

ROINet Present ValueInternal Rate of ReturnPorter’s 5 Forces

Venn Overload –Complex

RED HERRING

Raising RevenueReducing CostsReaching GoalsRetaining TalentDelight Customers

MARGINVELOCITYRETURNGROWTH

CASH

Business 101

CASE STUDY

Jr. Haircut: $35.00 and up, plus tip

Sr. Haircut: $65.00 and up, plus tip

Haircut from Abe: $16.00 plus tip

Business (101)

Case: Present Abbe’s vs. Eveline Charles. Using business terms introduced earlier, show how the 2 companies are different (or similar) in terms of:

Growth

Return

Velocity

Margin

CashEveline CharlesABBE’S

the one thinga business needs?

customerssimple,not simplistic

LEADMANAGEEXECUTE

DELIVERAN OFFERING

TO ACUSTOMER

TO GENERATEREVENUE

LEADMANAGEEXECUTE

The $5 Challenge

EXERCISE

6 Universal Principles

1. Commitment and Consistency2. Social Proof3. Reciprocity4. Liking5. Authority6. Scarcity

(from Cialdini, Influence: The Psychology of Persuasion )

COMMITMENT &CONSISTENCY

RECIPROCITY

SOCIALPROOF

AUTHORITY

LIKING

SCARCITY

Influence Process1.Identify Audience(s)2.Understand Motivation3.Focus on Value4.Target Your Methods5.Commit to Action

MOTIVATIONSVALUETARGETINGCOMMIT

AUDIENCE(S)Step 1

IDENTIFY YOUR AUDIENCE(S)

BUSINESS PERSONA• April Campbell• 51 years old• EA to the exec team at EnviroPoints

• Does all of the exec team’s scheduling and bookings• Moved with Austin from the tech company that went bust over to

EnviroPoints; is his trusted advisor• Is very protective of execs’ time; goal each week is to make sure

that her exec team gets their work done and live a balanced life• Is super organized and thinks of herself as a good reader of

people; first impressions are important• Has 25 years of Admin experience: mostly in high tech (lived in

the Bay area for the last 15 years); was an Admin for a pharmaceutical company in Switzerland before that

• Traveled the world and speaks French, German, and Spanish

Influence Network

8 People

1. The Advocate2. The Superior3. The Peer4. The Frontline5. The Critic6. The Validator7. The Gatekeeper8. The Maverick (thanks Donna & Stephen)

ADVOCATE

SUPERIOR

FRONTLINE

CRITIC

VALIDATOR

GATEKEEPER

MAVERICK

Influence Network

Influence Network

Jason Fried courtesy James Duncan Davidson/O'Reilly Media, Inc.

Influence Network Diagram

EXERCISE

BUSINESS PERSONA• April Campbell• 51 years old• EA to the exec team at EnviroPoints

• Does all of the exec team’s scheduling and bookings• Moved with Austin from the tech company that went bust over to

EnviroPoints; is his trusted advisor• Is very protective of execs’ time; goal each week is to make sure

that her exec team gets their work done and live a balanced life• Is super organized and thinks of herself as a good reader of

people; first impressions are important• Has 25 years of Admin experience: mostly in high tech (lived in

the Bay area for the last 15 years); was an Admin for a pharmaceutical company in Switzerland before that

• Traveled the world and speaks French, German, and Spanish

AUDIENCE(S)

8 People

1. The Advocate2. The Superior3. The Peer4. The Frontline5. The Critic6. The Validator7. The Gatekeeper8. The Maverick (thanks Donna & Stephen)


AUDIENCE(S)Step 2

UNDERSTANDMOTIVATIONS

Five Mindsets

5 Minds - Brain

RiskRewardPower (thanks Joe S.)

InertiaVendorship

REWARD

Up and to the right

POWER

Empire Building

INERTIA

The Official Future

VENDORSHIP

MOTIVATIONMAPPING

Individual Risk Reward Power Inertia Vendorship Advocate Superior Gatekeeper Peer Frontline Critic Validator Maverick Myself

MOTIVATION MAP

MOTIVATION MAPSuperior

Gatekeeper

Frontline

Customer

Motivation Map

EXERCISE

MOTIVATIONS

RiskRewardPower (thanks Joe S.)

InertiaVendorship


AUDIENCE(S)Step 3

FOCUS ONBUSINESSVALUE

LEADMANAGEEXECUTE

LEADMANAGEEXECUTE

Design Maturity

Business ValueWorksheet

EXERCISE


AUDIENCE(S)Step 4

TARGET RIGHT PEOPLE RIGHTMETHODS

Decide by the numbers?or…Decide by your gut?

UNDERSTANDSOLVEEVALUATE

Imagine yourself in the future. Looking back, what method would this person really benefit from for this activity?

TARGETING


AUDIENCE(S)Step 5

COMMIT TOACTION

Commitment Process• Build Trust• Open Questions• Explore & Anchor• Closed Questions• Will You? Questions

OPEN ?s

Explore & Anchor

EXPLORE

Explore & Anchor

ANCHOR

CLOSED ?s

WILL YOU ?s

COMMIT TO ACTION

How was it last year donating a Summit seat?So it worked out alright?

Will you donate a Summit attendance this year?


INTROPart 5 10:30-11:45

Process Overview

Live Capture

Live Capture Demo

Design the Box

How To Design the Box

• Create a box for the product, even if it isn’t shipped in a box.

• Elements for the Box Front:– Name– Tagline– 3 key selling features– Imagery / Color / Type (Later)

• Box Back:– Feature Set– System Requirements

From Jim Highsmith, Cutter Institute

Design the Box

EXERCISE

Conversational

Conversational Sketching

EXERCISE

Double Divide the Dollar

Divide the Dollar

EXERCISE

Swimlanes

EXERCISE

How to align user needs, business drivers, and online offerings.

Pivoting Your own Toolbox(depending on time)

EXERCISE

PIVOT METHODS


INTROPart 6 11:45-12:00

Crossing the Chasm

Geoffrey Moore “Crossing the Chasm” 1991


AUDIENCE(S)Influence Process

Thank You!

jess DOT mcmullin AT nform.ca1.800.670.7025www.nForm.cawww.bplusd.orgwww.slideshare.net/nform

Reading

8 Situations

1. Seat at the Table2. Greenlight3. Fork in the Road4. Crisis5. Internal Investment6. Not invented here7. Aiming for a different goal8. The Official Future

SEAT@TABLE

GREENLIGHT

CRISIS

INVESTMENT

NOT INVENTED

DIFFERENT

OFFICIAL

HIT THE WALL