upselling ux: moving from pixels to strategy jim laing – @jhlaing midwestux 2012
TRANSCRIPT
Upselling UX: Moving from Pixels to Strategy
Jim Laing – @jhlaingMidwestUX 2012
2Jim Laing – Upselling UX – @jhlaing
About Me
• I’m pretty new here – I started in UX and design less than 5 years ago• Most of my experience
has been in-house• I remember what its like
not to know about UX’s role in strategy
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About Me
• I’m pretty new here – I started in UX and design less than 5 years ago• Most of my experience
has been in-house• I remember what its like
not to understand UX’s role in strategy
Jim Laing – Upselling UX – @jhlaing
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About Me
• I’m pretty new here – I started in UX and design less than 5 years ago• Most of my experience
has been in-house• I remember what its like
not to understand UX’s role in strategy
Jim Laing – Upselling UX – @jhlaing
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A Few Scenarios
Jim Laing – Upselling UX – @jhlaing
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A Few Scenarios
Jim Laing – Upselling UX – @jhlaing
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A Few Scenarios
Jim Laing – Upselling UX – @jhlaing
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What is Strategy?
Jim Laing – Upselling UX – @jhlaing
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Strategy is …
•Strategy is relative•Strategy is about planning•Strategy is about decision making•Strategy is about increasing effectiveness
Jim Laing – Upselling UX – @jhlaing
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Strategy is …
•Strategy is relative•Strategy is about planning•Strategy is about decision making•Strategy is about increasing effectiveness
Jim Laing – Upselling UX – @jhlaing
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Strategy is …
•Strategy is relative•Strategy is about planning•Strategy is about decision making•Strategy is about increasing effectiveness
Jim Laing – Upselling UX – @jhlaing
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Strategy is …
•Strategy is relative•Strategy is about planning•Strategy is about decision making•Strategy is about increasing effectiveness
Jim Laing – Upselling UX – @jhlaing
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Focus: Product Strategy
LessStrategic
MoreStrategic
OrganizationalMission
Current businessstrategy
Productstrategy
Content ortechnologystrategy
Interfacedesignstrategy
Jim Laing – Upselling UX – @jhlaing
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Strategy and Design
Jim Laing – Upselling UX – @jhlaing
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Design, like strategy, is relative
Jim Laing – Upselling UX – @jhlaing
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Design is about planning
Jim Laing – Upselling UX – @jhlaing
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Design is about decision making
Jim Laing – Upselling UX – @jhlaing
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Design is about increasing effectiveness
Jim Laing – Upselling UX – @jhlaing
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Two Types of Design
Concrete design: what most people think of when they think about design. What a thing looks like and how it operates.
Abstract design: What a thing is. What problem is it solving? Where and why will people use it?
Jim Laing – Upselling UX – @jhlaing
The Nine Pillars – Jesse James Garrett – www.jjg.net/ia/files/pillars.pdf
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Concrete design and usability are the thin end of the wedge
Jim Laing – Upselling UX – @jhlaing
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Upselling UX
Jim Laing – Upselling UX – @jhlaing
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How the Upsell Works:
•What it looks like: 3 phases•How you do it: 2 things you need to build
Jim Laing – Upselling UX – @jhlaing
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What It Looks Like – 3 phases
Understand the product strategy
Critique the strategy
Help shape the strategy
Jim Laing – Upselling UX – @jhlaing
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What It Looks Like – 3 phases
Understand the product strategy
Jim Laing – Upselling UX – @jhlaing
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What It Looks Like – 3 phases
Understand the product strategy
Critique the strategy
Jim Laing – Upselling UX – @jhlaing
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What It Looks Like – 3 phases
Understand the product strategy
Critique the strategy
Help shape the strategy
Jim Laing – Upselling UX – @jhlaing
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How the Upsell Works:
•What it looks like: 3 phases•How you do it: 2 things you need to build
Jim Laing – Upselling UX – @jhlaing
29Jim Laing – Upselling UX – @jhlaing
How – Build a Chain of Whys
Understand Critique Shape
Ask why constantly
What parts of the chain seem like weak links? Where is the user not considered?
Do user research and suggest new chains
30Jim Laing – Upselling UX – @jhlaing
How – Build a Chain of Whys
Understand Critique Shape
Ask why constantly
What parts of the chain seem like weak links? Where is the user not considered?
Do user research and suggest new chains
31Jim Laing – Upselling UX – @jhlaing
Ask why constantly
What parts of the chain seem like weak links? Where is the user not considered?
Do exploratory user research and suggest new chains
How – Build a Chain of Whys
Understand Critique Shape
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How
Jim Laing – Upselling UX – @jhlaing
Understand Critique Shape
The other thing you need to build is …trust
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How
Jim Laing – Upselling UX – @jhlaing
Understand Critique Shape
The other thing you need to build is …trust
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How – Build Trust
Jim Laing – Upselling UX – @jhlaing
Get (more) engaged with strategy
Demonstrate(more) valueand build (more) trust
Understand Critique Shape
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How – Build Trust
Jim Laing – Upselling UX – @jhlaing
Understand Critique Shape
•Don’t be an expert•Empathize with your stakeholders
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In Summary
•Strategy and design are the same thing – you already have the tools you need•Without being engaged in strategy, you can’t create great experiences•Concrete design and usability testing are the thin end of the wedge•Engagement with strategy moves from understanding to critiquing to helping shape•Along the way, build a chain of whys and constantly build trust
Jim Laing – Upselling UX – @jhlaing
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Thanks!
Jim Laing – Upselling UX – @jhlaing