experience strategy with ux designer as protagonist
Post on 19-Oct-2014
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From www.johnnyholland.org "Colfelt gave a number of memorable metaphors for UX design in his presentation, backed up with his work at UX consultancy Different. Beginning with the solar system of UX (currently tech is the sun, circled by the business, which is circled by customer experience), he suggested that to counter this and allow user experience happen earlier in the project management process, UX designers should be like the ultimate protagonist – Arnold Schwartzenegger. His key takeaways were that experience research should be like a shield (no holes, scientifically implemented) as it could then be used to avoid costly mistakes downstream."TRANSCRIPT
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
MO
TIV
AT
ED
Proof
OP
TIM
IST
IC
EN
GA
GE
D
Solutions
WO
RR
IED
RE
ALI
SA
TIO
N
of
need
to
cha
nge
Problems &Consequences
AP
AT
HE
TIC
ST
AK
EH
OLD
ER
S’
ST
AT
E O
F M
IND
INT
ER
ES
TE
D
CredibilityYOURGOAL
Establishing the case for change
Test & IterateExperience
StrategyExperience Research
Promoting UX
AP
AT
HE
TIC
ST
AK
EH
OLD
ER
’S
ST
AT
E O
F M
IND
YOURACTIVITY
INT
ER
ES
TE
D
WO
RR
IED
RE
ALI
SA
TIO
N
of
need
to
cha
nge
OP
TIM
IST
IC
EN
GA
GE
D
MO
TIV
AT
ED
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
AP
AT
HE
TIC
ST
AK
EH
OLD
ER
’S
ST
AT
E O
F M
IND
YOURACTIVITY
INT
ER
ES
TE
D
WO
RR
IED
RE
ALI
SA
TIO
N
of
need
to
cha
nge
OP
TIM
IST
IC
EN
GA
GE
D
MO
TIV
AT
ED
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
AP
AT
HE
TIC
ST
AK
EH
OLD
ER
’S
ST
AT
E O
F M
IND
YOURACTIVITY
INT
ER
ES
TE
D
WO
RR
IED
RE
ALI
SA
TIO
N
of
need
to
cha
nge
OP
TIM
IST
IC
EN
GA
GE
D
MO
TIV
AT
ED
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