experience impact framework

TheBusiness of ExperienceExperience Impact Framework

IA Summit 2008presented by Jess McMullinnForm User Experience | www.nForm.caApril 12, 2007

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

HIT THE WALL

Crossing the Chasm

Geoffrey Moore “Crossing the Chasm” 1991

Impact Framework1.Identify Audience(s)2.Understand Motivation3.Understand Activities4.Target Your Methods5.Commit to Action

MOTIVATIONSACTIVITIESTARGETINGCOMMIT

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.

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

Up and to the right

REWARD

Empire Building

POWER

INERTIA

The Official Future

VENDORSHIP

MOTIVATION MAP

MOTIVATION MAPSuperior

Gatekeeper

Frontline

Customer

MOTIVATIONS

RiskRewardPower (thanks Joe S.)

InertiaVendorship


AUDIENCE(S)Step 3

UNDERSTANDBUSINESSACTIVITIES

LEADMANAGEEXECUTE

DELIVERAN OFFERING

TO ACUSTOMER

TO GENERATEREVENUE

LEADMANAGEEXECUTE

LEADMANAGEEXECUTE

ACTIVITIES

LEADMANAGEEXECUTE


AUDIENCE(S)Step 4

TARGET YOURMETHODS

Methods Trump Methodology(Tools + Principles are better than a set cookbook)

UNDERSTANDSOLVEEVALUATE

HIT THE WALL

EMPATHY

HINDSIGHT

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

Spreadsheet

TARGETING


AUDIENCE(S)Step 5

COMMIT TOACTION

Commitment Process• Build Trust• Open Questions• Closed Questions• Will You? Questions

OPEN ?s

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?


AUDIENCE(S)Impact Framework

Thank You!

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

http://www.nform.ca/