ux strat 2013: aline baeck, beyond wireframes how user experience methods can foster innovation...

BEYOND WIREFRAMES How User Experience Methods Can Foster Innovation And Solve Business Problems

WHO Aline Baeck

WHY Innovation Workshops

I applied the methods the next day with my team and we’ve redirected our project in a more purposeful manner… a higher level of success is inevitable

Participants are now more effective with their teams… We now have a shared view of what success looks like

“

”  “ ”  

WHEREY Intuit

Photo by Josh Berglund

EUREKA

THE AUDIENCE

THE RESULT The Innovator’s Toolbox: Everyday D4D for the PM Community

THE DETAILS Day 1: Solving problems with design methods Day 2: Leading a team using design methods

SAY

DO

THINK

FEEL

D4D | Empathy Map

THE GOOD Photo by D Sharon Pruitt

THE GOOD Personalization

THE GOOD Real Problems Photo by Christian Senger

THE GOOD Station Rotation

THE GOOD Flexible Content Photo by echiner1

THE GOOD Longitudinal Support

Sketch by Erin Liman, Intuit

THE BAD Who To Convince Photo by Chris Tweddle

Customer Problem

Problem Type Executive Team Support

TeamProject Goal

Vague

Puzzle Unaware

New or-Churning

Assumed

Narrow

Mystery Supportive

FunctionalDefined

Why Customer Problem OccursDocumented Hypothesis

Interaction with Customer

Target Customer

Seldom

Broad

Frequent

Narrow

Team Risk ToleranceStick to Tried-and-true

Fearless Project Ambition LevelAchieve Parity

Change the Game

# of Concepts Identified1 50+

Project: Date:

THE EXAMPLE Diagnosis Tool

Scope ofCustomer Problem

Project Vision Executive Team Support

TeamProject Goal

Vague

Ambiguous Unaware

New or-Churning

Assumed

Narrow

Clear Supportive

FunctionalDefined

Understanding of Customer Problem

Based on Guesses

Based on Facts

Interaction with Customer

Target Customer

Seldom

Broad

Frequent

Narrow

Team Risk ToleranceStick to Tried-and-true

Fearless Project Ambition LevelAchieve Parity

Change the Game

Breadth of Concepts IdentifiedHomogeneous Diverse

Project:

Intuit :: D4D :: Project Diagnostic

Date:

MORE INFO

“The Innovation Catalysts”, HBR June 2011 http://hbr.org/2011/06/the-innovation-catalysts/ar/1

“Design Thinking: Expanding UX Methods Beyond Designers”

chapter in User Experience Best Practices: How to Achieve More Impact with User Experience.

A.  Baeck, P. Gremett, McGraw-Hil, 2011

THANKS

Photo by Simon Yeo

Erin Liman Joseph O’Sullivan

Kaaren Hanson

QUESTIONS? Aline Baeck abaeck@ebay.com @alinebaeck