WebVision PDX UX Workshop 2013
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This document provides an overview of a workshop on using UX design principles and methodologies in design management and innovation. It discusses exercises focused on improvisational skills, prototyping experiences, understanding personas and customer journeys, emotional branding, and strategic imagination. The key lessons are on collaboratively generating ideas, empathizing with users, aligning internal and external brand promises, and designing with passion and purpose to solve business problems.
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WebVision PDX UX Workshop 2013
- 1. Using UX Design Principles & Methodologies in Design Management & Innovation twitter / @mellimdesign email / [email protected]
- 2. We want to know you... - Your name - Your occupation - In house / agency / freelance / studio owner - Name of your company - Years of experience - What do you want to learn from this workshop?
- 3. Exercise 1a: Improvisational Conversations Materials obtained from Gary Hirsch, The Art of Making It Up, Co-Founder of On Your Feet
- 4. It’s easier to say NO than YES.
- 5. YES, NO, and BUTs ... Acquiese Recognize an offer, but don’t contribute anything to an idea or to the flow Blocking Don’t recognize the offer and don’t contribute anything to an idea or to the flow Accepting Accept an offer, and contribute ideas and add to the flow
- 7. Sketching together is more productive than sketching alone.
- 8. Exercise 1: Summary - Communicate ideas through improvisational practices - Create spontaneous moments for the random collision of ideas - Refine listening skills - Co-create - Constructively build team cultures through visual thinking
- 9. 1. Know the business - product or services 2. Know your client - business goals 3. Know your client’s customers / users - customer-centric 4. Design for growth, substance and longevity 5. What kind of business problem is the design solving? Design is business, business is design.
- 10. Perception of value defines the relationship 1. Identify client’s business problems and present actionable ideas 2. Identify short and long term goals 3. Set realistic goals & metrics but align expectations 4. Care - Take real interest in your client’s business 5. Be honest, be accountable, be professional
- 11. The focus was on aesthetics and brand, without thought for the people who are actually using the design. What designers think is awesome What the client wants In the past, design decisions were based on:
- 12. Today, design decisions are based on:
- 13. Design & Client Management: How do you want your client to feel?
- 14. CAN YOU CREATE A BETTER CLIENT EXPERIENCE?
- 15. Culture Building: How do you want your team to feel?
- 16. “At the end of the day, just remember that if you get the culture right, most of the other stuff -- including building a great brand -- will fall into place on its own.” - Tony Hsieh, CEO of Zappos.com
- 17. Exercise 2: Prototyping Client/ User Experiences
- 19. Exercise 2: What is created externally mirrors what is happening internally. How do you get an entire organization of 200+ people to be excited about new product launches (changes)? Brainstorm 10 core values for your internal organization & 10 core values for your customers/ users. Describe how you can then externalize them into actionable ideas. How do you present to your organization your new ideas?
- 20. Exercise 2: Summary - Problem solve collectively - Fail quickly but productively - Walk the talk with actionable, tangible ideas - Present ideas the unboring way - WOW your audience
- 21. Managing cultures: Who are you designing for?
- 22. So, you think you know your customers? Think again.
- 23. EXAMPLE OF A PERSONA Vince Blake - 35 years old, Executive Producer/ Director, Los Angeles, CA A private person who surround himself with influential people, and likes that people seek out his opinions. He identifies with sophisticated, stylish, international personalities, and puts forth a carefully crafted image to distinguish himself from superficial showoffs. Prone to mixing brands for an artistic, edgy effect, Vince selects accessories, services, and lifestyle activities that reflect his personal style: an Amex Black Card/Centurion card; a pair of special edition vintage sneakers, iPhone, iPad, and MacBook Pro mobile devices to enable his online shopping; and farm-to- table dining. Loving form and function, he covets his classic vintage 1956 Lincoln Continental while driving an Escalade Hybrid SUV that alludes to eco consciousness. A frequent domestic and international traveler, Vince prefers private company jets and select commercial carriers including Virgin America, Virgin Atlantic, Singapore Airlines, and Swiss International. Striving to exude balance, strategy, and action with panache, Vince demonstrates raw passion and intensity from his court side seats at LA Lakers games. He also enjoys a great love of women but is careful to never look too committed.
- 25. EXAMPLE OF A CUSTOMER JOURNEY MAP
- 26. Can we treat every customer like Rockstar?
- 27. Exercise 3: (To court) What would make me so impressed that I would want travel this commercial airline? List top 5 actions/ideas. (To evangelize) What would it take for me to recommend this airline to my friends?
- 28. Exercise 3: Summary - Go beyond personas and context - Be empathetic towards users / customers - Using customer journey mapping to discover touch points to generate new market opportunities - WOW or surprise your users / customers by anticipating needs, delivering on the brand promise
- 29. USER NEEDSDIFFERENTIATION solving a challenge task completion user flow user participation parity technical feasibility customer needs planning & longevity layering cross experiences leveraging current trends & technology customer desires competitive landscape BRAND FOCUSES From Marisa Gallagher, CNN Digital EXPERIENCE FOCUSES
- 30. How does branding change when it’s customer first instead of business first?
- 31. UX vs. CX “I think that it’s an interesting question, when you talk about user experience (ux) and customer experience (cx). User experience, in general, we’re thinking about people using something, people interacting with something. Right now, most specifically, that’s the website and any mobile applications or mobile sites, but that’s really part of a larger umbrella around the full customer experience, which would include interactions with a store employee, using the product, using our services, taking a class, that kind of thing.” - Samantha Stammer, Manager, eCommerce Experience at REI.com UX Magazine, Article No. 584 11/30/2010
- 33. THE 6 STAGES OF EMOTIONAL BRANDING: Emotional Stage 1 – How you get someone interested? Emotional Stage 2 – How do you get someone to consider a purchase? Emotional Stage 3 – How do you continually reinforce that their purchase decision was absolutely the right decision, the “winning” decision? Emotional Stage 4 – How do you create a loyal customer such that they want to continue to buy your product and/or are most receptive to cross selling and value add purchases? Emotional Stage 5 – How do you create a brand ritual so that your brand becomes part of your customer’s life? Emotional Stage 6 – How do you get your audience to be your cheerleader? Steve Goldner, Senior Director at MediaWhiz
- 34. Exercise 4: Define the top 5 items that will make your client/ internal organization happy. Define the top 5 items that will make the customers/ users happy. What are the similarities and differences? Define the top 5 items that cannot be compromised for both the brand and the design.
- 35. Defining what design success means helps set goals and align expectations.
- 36. Exercise 4: Summary - Defining what design success means helps establish a framework for what to expect from a designer/client relationship - Use the framework to establish goals and metrics - Delivering on a brand promise internally and externally produces an authentic brand image - HAPPY TEAM + HAPPY CUSTOMERS = GENUINE BRAND
- 37. Exercise 5: THE ART OF STRATEGIC IMAGINATION
- 38. Designing without passion is like living without breathing.
- 39. Exercise 5: Summary - Ideas are equally as important as execution - Ideas have to be tangible and actionable - Give meaning to design; let it appeal to personal and collective aspirations - Design with intent, passion, and purpose - Good design is no longer good enough; great design wins! - Take your work seriously. Yourself, not so much.
- 40. Let’s talk! twitter / @mellimdesign email / [email protected] web / www.mellim.com