experience strategy with ux designer as protagonist

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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

Page 1: Experience strategy with UX designer as protagonist

Experience Strategy with UX designer as protagonist

Page 2: 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

Page 3: Experience strategy with UX designer as protagonist

The status quoBusiness as usual

Page 4: Experience strategy with UX designer as protagonist

Customers and their requirements

Business and it’s requirements

Technologysolution

Design

Page 5: Experience strategy with UX designer as protagonist

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?

Page 6: Experience strategy with UX designer as protagonist

Business as usual

Business Strategy

Product Strategy

Implementation Strategy

ObjectiveRequirement

sMake Launch

PROJECT LIFECYCLE

Page 7: Experience strategy with UX designer as protagonist

Getting the opportunity

Technology solutions arrive as the result of a well worn process

Experience Design Involvement

ObjectiveRequirement

sMake Launch

Page 8: Experience strategy with UX designer as protagonist

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

Page 9: Experience strategy with UX designer as protagonist

Being a protagonistEnter Arnold Schwarzenegger

Page 10: Experience strategy with UX designer as protagonist

UX designer as a protagonist

Page 11: Experience strategy with UX designer as protagonist

Connecting with decision makers

Can be skeptical of “design”

Page 12: Experience strategy with UX designer as protagonist

Connecting with decision makers

They perceive a need

Page 13: Experience strategy with UX designer as protagonist

Connecting with decision makers

How they perceive “design”

Page 14: Experience strategy with UX designer as protagonist

Distribution

Sales

Conversions

Acquisition

CostsEfficiency

Strategy

Differentiation

NPS

Profit margin

Customer Satisfaction

Advantage

Investment

BUSINESS TALK

Making design ‘real’

Page 15: Experience strategy with UX designer as protagonist

Risk of failure is your friend

ObjectiveRequirement

sMake Launch

$ $$$!Cost of change

PROJECT LIFECYCLE

Experience Strategy

Page 16: Experience strategy with UX designer as protagonist

Creating an experience strategyAs a protagonist

Page 17: Experience strategy with UX designer as 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

Page 18: Experience strategy with UX designer as protagonist

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

Page 19: Experience strategy with UX designer as protagonist

Experience research is your shield

Page 20: Experience strategy with UX designer as protagonist

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

Page 21: Experience strategy with UX designer as protagonist

Empathetic research

Learning what people do, not what they say they do

Page 22: Experience strategy with UX designer as protagonist

Analysis

Distill meaning out of data

Page 23: Experience strategy with UX designer as protagonist

Communicating findings

Stories powerfully communicate problems & opportunities

Page 24: Experience strategy with UX designer as protagonist

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

Page 25: Experience strategy with UX designer as protagonist

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

Page 26: Experience strategy with UX designer as protagonist

Experience strategy is your sword

Page 27: Experience strategy with UX designer as protagonist

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

Page 28: Experience strategy with UX designer as protagonist

Vision (Experience Promise™)

Page 29: Experience strategy with UX designer as protagonist

WHAT – experience principles

Solution?

Solution?

Solution?

Solution?Principle

Principle

Principle

Abstract Specific

Page 30: Experience strategy with UX designer as protagonist

HOW – visioning & scenarios

Page 31: Experience strategy with UX designer as protagonist

HOW – visuals

Page 32: Experience strategy with UX designer as protagonist

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

Page 33: Experience strategy with UX designer as protagonist

Validating the experience strategy

TEST the ideas ITERATE the solution

Prototype

Concept test

Narrow down choices

Demonstrate requirements

Page 34: Experience strategy with UX designer as protagonist

Now we’re ready

FurtherExperience Design Involvement

ObjectiveRequirement

sMake Launch

Experience Strategy

Page 35: Experience strategy with UX designer as protagonist

Technology

Business and it’s requirements

Customers

Design

Page 36: Experience strategy with UX designer as protagonist

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