Uploaded byleisa reichelt
Strategic UX Workshop - UX Bristol
1. The document discusses the importance of strategic user experience and experience-driven business strategies. It emphasizes that a good product experience, not just a good logo or marketing, is needed to build a strong brand. 2. It outlines how to develop a strategic UX approach by first defining the business mission and strategy, then creating a customer experience strategy through tools like experience maps, personas and design principles. 3. Finally, it discusses how to execute the strategy through prioritization, strategy-driven design, evaluation and collaboration techniques like the KJ technique for complex decision making. The goal is to align UX work with business goals from the inside out.
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Strategic UX Workshop - UX Bristol
- 1. Strategic User Experience Leisa Reichelt UX Bristol, July 2011
- 2. If you wantto be a brand, you have to work from the inside out A great logo isn’t going to make a shitty product any less shitty, any more than a hard worker is going to make a bad boss a compelling leader.’ Christopher Simmons - http://www.aiga.org/content.cfm/what-design-cant-do
- 3. To know whata business is we have to start with its purpose. Its purpose must lie outside of the business itself. In fact, it must lie in society, since business enterprise is an organ of society. There is only one valid definition of business purpose: to create a customer. - Peter Drucker, Management: Tasks, Responsibilities, Practice
- 4. What the customerthinks he or she is buying, what he or she considers value is decisive – it determines what a business is, what it produces, and whether it will prosper. And what the customer buys and considers value is never a product. It is always a utility – that is, what a product or service does for him or her. And what is value for the customer is anything but obvious. - Peter Drucker, Management: Tasks, Responsibilities, Practice
- 5. business strategy isUX strategy
- 6. UX as Facilitator “one who contributes structure and process to interactions so groups are able to function effectively and make high-quality decisions. A helper and enabler whose goal is to support others to achieve exceptional performance” Facilitation at a Glance: Ingrid Bens
- 7. what are you tryingto achieve? 1. mission (business purpose) business 2. business strategy strategy - value proposition (competitive advantage) - experience strategy what’s the - target audience plan? - business model 3. customer experience strategy ux strategy - experience map & touchpoints - personas - design principles how do - KPIs & metrics we execute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
- 8. what are you tryingto achieve? 1. mission (business purpose) business 2. business strategy strategy - value proposition (competitive advantage) - experience strategy what’s the - target audience plan? - business model 3. customer experience strategy ux strategy - experience map & touchpoints - personas - design principles how do - KPIs & metrics we execute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
- 9. thanks Gamestorming 2. businessstrategy (value proposition)
- 10. our brand isthe only ____________ that _____________ Zag: The #1 Strategy of High Performance Brands Marty Neumeier 2. business strategy (value proposition)
- 11. ‘make mantra’ -Guy Kawasaki Authentic Athletic Performance - Nike Fun Family Entertainment - Disney Rewarding Everyday Moments - Starbucks 2. business strategy (value proposition)
- 12. what are you tryingto achieve? 1. mission (business purpose) business 2. business strategy strategy - value proposition - experience strategy what’s the - target audience plan? - business model 3. customer experience strategy ux strategy - experience map & touchpoints - personas - design principles how do - KPIs & metrics we execute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
- 13. Harry Beckwith- Sellingthe Invisible why are companies terrified of a clear value proposition look up the positioning quote from selling the invisible and put it here - the bit about saying what you are is saying what you’re not. - Harry Beckwith, Selling the Invisible 2. business strategy (target audience)
- 14. ‘How can youdeliver a unique value to meet an important set of needs for an important set of customers’ - Michael Porter, Business Strategy Guru 2. business strategy (target audience)
- 15. if you designfor everyone, you design for no one. 2. business strategy (target audience)
- 16. what are you tryingto achieve? 1. mission (business purpose) 2. business strategy business - value proposition strategy - experience strategy - product description what’s the - target audience plan? - business model 3. customer experience strategy ux strategy - experience map & touch points - personas - design principles how do - KPIs & metrics we execute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
- 18. 3. customer experiencestrategy (experience map)
- 19.
- 20.
- 21. what are you tryingto achieve? 1. mission (business purpose) business 2. business strategy strategy - value proposition - experience strategy what’s - target audience the plan? - business model 3. customer experience strategy ux strategy - experience map & touchpoints - personas - design principles how do - KPIs & metrics we execute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
- 22.
- 23. what are you tryingto achieve? 1. mission (business purpose) business 2. business strategy strategy - value proposition - experience strategy what’s - target audience the - business model plan? 3. customer experience strategy ux strategy - experience map & touchpoints - personas - design principles how do - KPIs & metrics we execute the plan? 4. tactical execution - prioritisation strategy driven - strategy led design tactical execution - design evaluation - methodology
- 25. get the informationinto the world - Don Norman, Living with Complexity
- 26. how to geta group to make a complex decision like, say, agree on a value proposition or a wireframe generate synthesis & evaluate & make a clearly articulate ideas explore ideas prioritise ideas decision agreed value proposition ref: http://www.uie.com/articles/kj_technique/
- 27. how to wireframestrategically define audience generate synthesis & evaluate & make a sketch the & purpose of ideas explore ideas prioritise ideas decision wireframe interface
- 28. strategic collaborative wireframe outline
- 29. ‘it’s simple, butit’s not easy’
- 30. ‘a great wayto get fired’
- 31. thank you &good luck disambiguity.com [email protected] @leisa