strategic user experience (confabuk 2013)
DESCRIPTION
If you get a seat at the strategy table, bring a prototypeTRANSCRIPT
![Page 1: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/1.jpg)
Strategic User Experience
@leisa
![Page 2: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/2.jpg)
Strategic User Experience
@leisa
![Page 3: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/3.jpg)
‘everyone has a plan, until they get punched in the face’- Mike Tyson, World Heavyweight Boxing Champion
![Page 4: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/4.jpg)
Top Downdesigning better environments for doing better UX
Bottom Updelivering strategy through execution
![Page 5: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/5.jpg)
what is stopping you from doing your best work for
your organisation?
![Page 6: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/6.jpg)
org chart
methodologyincentives
environment
budgets & accounting
visionpower
KPIs & targets
communications
prioritiesculture
l e a d e r s h i p
technology
![Page 7: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/7.jpg)
‘People don’t buy what you do, they buy why you do it’The Golden Circle - Simon Sinek
![Page 8: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/8.jpg)
a customer doesn’t buy a drill...
![Page 9: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/9.jpg)
everyone has their face toward the CEO and
their ass toward the customer- Jack Welch -
![Page 10: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/10.jpg)
‘Culture eats strategy for breakfast’
![Page 11: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/11.jpg)
target audience
value proposition
customer experience (CX) framework
strategy driven tactical execution4.
3.
2.1. vision (business purpose)
what are you trying to achieve?
what’s the plan?
how do we execute the plan?
customer experience strategy
business model
business strategy
customer journey map
personas
design principles
KPIs and metrics
cross-disciplinary workflow
prototyping in code
evidence driven decisions
agile, iterative methodology
what tools keep the organisation
aligned?
![Page 12: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/12.jpg)
Business ModelYes! you need to understand itNo! you don’t need an MBA (unless you want one)
Make sure you understand and care about where the money comes in and goes out
(both costs or customers lost).
![Page 13: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/13.jpg)
![Page 14: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/14.jpg)
Customer Experience
![Page 15: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/15.jpg)
http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/
Customer Journey Mapping
![Page 16: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/16.jpg)
A team that has a
does not get thrown off by a bad quarter or a bad press report.- Gary Hemel
shared mission that is important
![Page 17: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/17.jpg)
prototyping strategy creating strategy through execution
![Page 18: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/18.jpg)
the olden days
![Page 19: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/19.jpg)
design is not linear
![Page 20: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/20.jpg)
problem solving is squiggly
![Page 21: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/21.jpg)
- sketch to HTML, stay out of photoshop
- multiple prototypes (test lots of ideas, don’t commit)- quickly test both qualitative and ‘active’ use
- let stakeholders ‘touch’ your ideas
- get a multidisciplinary team quickly.
- real content, prototype/testing content
- iterate, the more quickly to learn more.- only document what you really need to.
How I work now...
![Page 22: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/22.jpg)
prototyping beats abstraction
![Page 23: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/23.jpg)
what does it feel like?
Be making, not documenting
![Page 24: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/24.jpg)
a small, co-located team is best-you (UX/IA)
- 1 or 2 FE Developers (UX Developers?)- Content Prototyper
- BA / Project Mgr- Visual/Graphic Designer- 1 or two Back End Dev
Don’t work alone
![Page 25: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/25.jpg)
say no to Axure.Prototype in Code
![Page 26: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/26.jpg)
![Page 27: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/27.jpg)
![Page 28: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/28.jpg)
![Page 29: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/29.jpg)
spend as little time as possible in photoshoponly present to stakeholders in HTML
Don’t Present .psd Files
![Page 30: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/30.jpg)
embrace experimentationmake evidence based decisions
Experiment Immediately
![Page 31: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/31.jpg)
make new things less scary
Prototype Change
![Page 32: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/32.jpg)
![Page 33: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/33.jpg)
![Page 34: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/34.jpg)
![Page 35: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/35.jpg)
![Page 36: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/36.jpg)
![Page 37: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/37.jpg)
prototyping new strategies into existenceHow to Break the Mould?
![Page 38: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/38.jpg)
the ‘intellectual’ and very online process of making the
first shortlist
prospectus as souvenir in early stage of journey the highly emotional ‘cultural
fit’ process of choosing your ‘dream university’
subject first, then university
the stress (and opportunity for us) of
the personal statement
the massive impact that a connection with someone at Surrey (staff or current student) can have on this decision
customer journey mapinformed by one on one interviews
![Page 39: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/39.jpg)
true intent surveyon current website
![Page 40: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/40.jpg)
search keyword analysisinternal site search terms
![Page 41: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/41.jpg)
Hardcoded Prototypebuilt on Bootstrap framework
![Page 42: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/42.jpg)
![Page 43: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/43.jpg)
![Page 44: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/44.jpg)
![Page 45: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/45.jpg)
![Page 46: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/46.jpg)
and it’s responsive!surrey.ac.uk
![Page 47: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/47.jpg)
a design principle and a way of workingShow, don’t tell
![Page 48: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/48.jpg)
embrace experimentationmake evidence based decisions
Make Decisions with Evidence
![Page 49: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/49.jpg)
card sortingwill people find courses they want in the subject groupings we propose?
![Page 50: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/50.jpg)
super early click testingPROTOTYPE CURRENT WEBSITE
![Page 51: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/51.jpg)
content is crucial.experiment with content
Content Prototyping
![Page 52: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/52.jpg)
At which of these two universities would you prefer to study?
![Page 53: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/53.jpg)
excite your stakeholders
PrototypesPersuasive
are
![Page 54: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/54.jpg)
not in meetings
Strategy lives in delivery
![Page 55: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/55.jpg)
if you get a seat at the strategy table...
bring a prototype
![Page 56: Strategic User Experience (ConfabUK 2013)](https://reader034.vdocument.in/reader034/viewer/2022050801/53f0ce848d7f72104c8b46e7/html5/thumbnails/56.jpg)
thank you!@leisa