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How to Make User Experience Your Company's
Strategic Advantage
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How UX is used as a strategic advantage by companies like Apple
How to blend UX planning into your vision and strategic planning
How to lead the UX vision in your organization/startup
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when you see this symbol make a note of the question
Q
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How UX is used as a strategic advantage by companies like Apple
1
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First, change your mind about design
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Everyone is a designer
&
every experience is designed
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Jack Dorsey
“Design is not just visual, design is
efficiency. Design is making something simple.
Design is epic. Design is making it easy for a user
to get from point A to point B.”
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Next, understand that UX is marketing
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experience & memory precede brand and loyalty
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does your experience reinforce your brand?
Q
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Finally, understand how it works
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how the brain and body work
movementemotionsmemoryvision
...
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How to blend UX planning into your vision and strategic planning
2
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What’s the point of a brain
and a body?
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Movement
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The primary reason have
evolved brains to move our bodies and
manipulate the world around us.
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what about the human form is
aligned with your strategy?
Q
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Emotions
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Without emotions your brain is incapable of
making decisions.
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We’re unique in the range of
emotions that are recognizable
in the face.
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what are the emotions you’re creating in your
strategy?
Q
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Motivation
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Easy to Do
Hig
h M
otiv
atio
nLo
w M
otiv
atio
n
Hard to Do
Make it motivating
Make it easy to do
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Easy to DoHard to Do
Emotional
Simple
Credible
StoryTelling
Concrete
Unexpected
Hig
h M
otiv
atio
nLo
w M
otiv
atio
n
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“credibility plays a particularly critical
role in the early stages of an encounter, when
we, in a matter of seconds, conclude whether to invest
additional energy or bluntly move on”
bj fogg
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how will your user travel through your
experience?
Q
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Memory
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Happiness improves
learning and memory abilities.
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“These two selves are very, very different,
acting almost as opposites... and
...all decisions are made by our remembering
self. Our experiencing self has no vote
whatsoever.”
Daniel Kahneman
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experience self remembering self
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experience self remembering self
Emotional
Simple
Credible
StoryTelling
Concrete
Unexpected
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does your strategy leave a lasting
memory or only the experience?
Q
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Vision
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Your mental filters
determine the impact of
what you see and remember.
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Fonts, colors, images, faces,
words, context and associations
all play a part in vision.
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We’re the only animal that can ‘see’ the
future.
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does your vision for the company match the experience and
the memory?
Q
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Socialization
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Ultimately it’s about sex.
Being a successful
human means being
successful at gene or meme
transfer.
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how does your strategy connect with this primary
human desire?
Q
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IRRationality
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We can be manipulated
into believing something
different to what we see
or hear.
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Yes, I’d like to be a organ donor
Yes, I’d like to be a organ donor
OR
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storytelling
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Storytelling is a powerful
way for memes to transmit across time
and speed up knowledge.
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peak–end rule, we judge our experiences,
almost entirely, on how they were at their peak
and how they ended
Daniel Kahneman
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Create a “story about an experience” that lists the parts that
define a story in memory:
Changes +Significant moments +
Endings
Daniel Kahneman
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does your strategy design an experience with a positive peak
and positive end?
Q
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All together now
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How to lead the UX vision in your organization/startup
3
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“Make every single detail perfect and limit the number of
details.”
jack dorsey
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Identify Tech Opportunities & Efficiencies
Dovetail Design & Development Plans
UX/UI Expert Insights & Best Practice
Cut Through Jargon and Hype
Front-end Development Tech
Design Process and Methodology
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“simplicity is extremely hard to
execute. It takes discipline, team
alignment and strong management to truly
remain focused on the core essence.”
Daniel Kahneman
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is your strategy designing a company
or a product?
Q
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now it’s your turn
Q
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/50
best practiceImagery with human-focused interactions creates higher emotional connections - “these are people just like you”
Mirror neurons seek familiar people and situations
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/50
Use of specific personas & related data confirms connections - “this data matters because...”
Our frontal cortex seeks to find relationships between images & information
best practice
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/50
Other’s stories reduce anxiety and provide credibility to unknown situations
Acceptance and community is one of the strongest emotional drivers
best practice
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/5075
For multiple personas in simple interactions use context related images to explain usage patterns
Subtle context and images reduce clutter and increase learning speed
best practice
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/50
For complex tools or interactions “how to” video and imagery is used
Combinations of hands, context and symbology speeds up learning and reduces anxiety
best practice
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/50
Providing simple 1st person descriptions feels akin to a real conversation
Humanizing any communication makes an emotional connection and reduces confusion
best practice
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Case StudyFrom Vision to Story
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Original Story:Woman want to be fit and
healthy so they can be attractive and in control.
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New Story:Woman often feel insecure and have low self esteem
when they are out of shape. Personal training is more
about support, companionship and
collaboration than fitness.
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