from usability to ux strategy

From Usability to UX StrategyLeisa Reichelt

from usability to UX strategy

Leisa ReicheltDrupalcon Chicago, March 2011

i asked for this talk to be in the business stream...

Business needs to get more from their UX team.UX has more to give.

This is about forging alliances

To know what a 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

What the customer thinks 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

business strategy is UX strategy

Profit is not a cause but a result – the results of the performance of the business in marketing, innovation,

productivity. It is a needed result, serving essential economic functions. Profit is, first, the test of performance – the only effective test… Indeed, profit is a beautiful example

of what engineers mean when they talk of feedback, or the self-regulation of a process by it’s own results.

- Peter Drucker, Management: Tasks, Responsibilities, Practice

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

Harry Beckwith- Selling the Invisible

we UXers can help drive good decision making

we UXers can help drive good decision makingwe, UXers, need good decisions made to make good UX.

Christopher Simmons - http://www.aiga.org/content.cfm/what-design-cant-do

If you want to 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.’

Facilitation at a Glance: Ingrid Bens

Facilitatorone 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

value proposition

customer experience framework

execute strategy in design

- target audience- business model- experience strategy

- personas (UX & Marketing)- KPIs & metrics- design principles

- designing strategically- measurement & evaluation

business strategy

ux strategy

strategy driven tactical execution

- prioritisation / methodology3.

2.

1.

- experience map & touchpoints

strategy driven tactical execution

value proposition- target audience- business model- experience strategy

1. Business strategy

anecdotal experience

almost every client I’ve ever worked for who is seeking greater market share has had no clear value proposition.

now

unclear proposition

bad proposition

no proposition (eg. new company)

new proposition

clarify proposition

yay!

new product?

how to get a group to make a complex decisionlike, say, agree on a value proposition

generate ideas

synthesis & explore ideas

evaluate & prioritise ideas

make a decision

clearly articulate agreed value proposition

ref: http://www.uie.com/articles/kj_technique/

encouraging exploration creating structure for decision making

facilitating collaboration

creating sharable ideasfocusing work on the end user experience

minimum viable/desirable product

prioritising & communicating

thanks Gamestorming

thanks Gamestorming

our brand is the only ____________ that _____________- Zag: The #1 Strategy of High Performance Brands, Marty Neumeier

‘make mantra’ - Guy Kawasaki

Authentic Athletic Performance - NikeFun Family Entertainment - Disney

Rewarding Everyday Moments - Starbucks

experience strategy

‘A star to sail your ship by’

- Jesse James Garrett

target audience

if you design for everyone, you design for no one.

target audience

‘How can you deliver a unique value to meet an important set of needs for an important set of customers’

- Michael Porter, Business Strategy Guru

business goals

‘We never take our eyes off the business goals … design is an integral part of any successful business strategy,

and not an artistic ‘boutique’ profession’

- Hartmut Esslinger, Founder, frog design inc. (The Fine Line)

money questions you should be prepared to talk about.

Revenue: How will this make money? How much will it make?Revenue: How much will we make per customer?

(Customer Lifetime Value (CLV))

Cost: How much will this cost to make?Cost: How much will each customer cost to acquire and support?

Profit: Will the revenue surpass the cost?(profit = revenue - cost of goods sold)

Return on investment (is it worth the effort?)= (profit - investment)

investment

Different businesses use different calculations.If yours has one in place, find out what it is.

customer experience framework

- personas (UX & Marketing)- KPIs & metrics- design principles

2.- experience map & touchpoints

http://www.servicedesigntools.org/tools/8

http://www.servicedesigntools.org/tools/8

journeys, touchpoints, important moments

work through them across all aspects of the experience (even if you have no control of many of them)

collaborate across departments to create a shared understanding of the customer experience and all touchpoints

design a framework or model that works best for your company.integrate this model into the way the company works.

money in(aquisition)

money out(churn)

sales & promotion trial expose to broader value/range of services

(meet initial need)

how it helped

- removing silos- creating shared language

- creating shared focus- sharing learnings from insight/research activities

(everyone knows more about customers without doing any more work!)

- ability to see how work contributes to company success- ability to empathise with customer experience

- ability to prioritise work to benefit company & customer- ability for UX to get in earlier and be more effective

- ability to measure effectiveness of work commissioned based on acquisition and churn metrics

- shift focus from quantity of work outputted to quality

personas

resources

Designing for the Digital AgeKim Goodwin

About Face 3Cooper, Reinman & Cronin

Design Principles

breaking down the experience strategy into actionable guidelines

everyone should know the experience strategy & design principles

these are tools for the entire business not just the designerscommunicate!

execute strategy in design

- designing strategically- measurement & evaluation

- prioritisation / methodology3.

Prioritising strategically

Use your strategic framework to help you work out what to design/build first

(what is most aligned with the strategy, what will deliver the most value)

This is particularly useful if you use an agile methodology

how to wireframe strategically

generate ideas

synthesis & explore ideas

evaluate & prioritise ideas

make a decision

sketch the wireframe

define audience & purpose of

interface

strategic collaborative wireframe outline

evaluating design (quality metrics)

your strategic methodology means you know how to measure if a page/interaction is working or not.

use your KPIs/metrics to continually measure how well your design is working. report on this. improve.

use tools like A/B testing.

facilitating change

‘culture eat strategy for breakfast’ - Drucker

facilitating change

appeal to the elephant and the rider:

1. make change emotional2. make the next action clear

3. change the environment

Switch: How to change things when change is hard by Chip Heath and Dan Heath

appeal to the elephant

facilitating change

appeal to the elephant and the rider:

1. make change emotional2. make the next action clear

3. change the environment

Switch: How to change things when change is hard by Chip Heath and Dan Heath

focus on facilitation

‘with it’s focus on asking instead of telling, listening &

building consensus, facilitation is an essential skill for anyone working collaboratively with

others’

‘it’s simple, but it’s not easy’

‘a great way to get fired’

thank you & good luckdisambiguity.com

leisa.reichelt@gmail.com@leisa

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