what is a ux strategy?
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DESCRIPTION
UX Speakeasy Conference Presentation, San Diego, March 31, 2012. Creating a winning User Experience Strategy. Strategic User Experience design process.TRANSCRIPT
Intuitive Design © 2012
What is a UX Strategy?
And how do I create a winning one?
Larry Marine
UX Architect
Intuitive Design © 2012
Solving the Wrong Problem
Most designers accept the product definition and design from there Focus is on the controls and screens Miss the big picture Solve the wrong problems, very well.
Strategy avoids such mediocre designs
Intuitive Design © 2012
Levels of UX Design
Object– moving objects around on the screen
Intuitive Design © 2012
Levels of UX Design
Tactical – Screen order (checkout flow) Object– moving objects around on the screen
Intuitive Design © 2012
Levels of UX Design
Strategic – Overall design approach Tactical – Screen order (checkout flow) Object– moving objects around on the screen
Intuitive Design © 2012
Levels of UX Design
Goal – What problem should the product solve Strategic – Overall design approach Tactical – Screen order (checkout flow) Object– moving objects around on the screen
Intuitive Design © 2012
Why a Strategy?
Strategy defines the “big picture” Strategy drives needs-first innovation Strategy creates a design culture
How else is anyone supposed to know what ideas fit everyone else's design approaches
NASA in the 60’s
Intuitive Design © 2012
What IS a Strategy?
First, It’s NOT a mission statement! It IS a short specific statement
“We’re going to the moon.”
Intuitive Design © 2012
Example Strategy: Proflowers
What kind of company is Proflowers? Proflowers doesn’t sell flowers
They sell occasions
But still, what kind of company is Proflowers? Stay tuned
Intuitive Design © 2012
ProFlowers: Home Page
The first 3 tabs are all about occasions
Intuitive Design © 2012
How to Find Your Strategy
Clearly define your users’ problem What is their desired outcome What is their Kn-base/perspective What do they need to know, but won’t
This is the Kn gap the product must bridge
Intuitive Design © 2012
What Kind of Company Are You?
What kind of company are you? Product Service Non-profit
Intuitive Design © 2012
What Kind of Company Are You?
What kind of company are you? Product Service Non-profit
Wrong!
Intuitive Design © 2012
You are a Knowledge Company
You know more than any of your customers You know what works and what doesn’t
How can you incorporate that Kn into your product?
This the basis of many successful product strategies
Intuitive Design © 2012
What is Knowledge?
It’s part of the Data to Action continuum
Intuitive Design © 2012
Data to Action Continuum
Info = Add relationship 95°
Data = Raw data, just numbers95
Knowledge = Make it actionable Cook at 375° for 15
more minutes
Insight = Give it context Your chicken is 95°
but must be 175°
Intuitive Design © 2012
Data (just the facts):
Sam’s Store Nov 07 Dec 07 J an08 Feb08 Mar08
My Product ABC Total sales volume Sales change % New sales volume New sales change %
6,596
2.3 2,685
2.0
7,356
2.4 3,059
2.2
7,995
2.3 3,593
2.1
7,542
2.4 3,173
2.1
8,142
2.5 3,785
2.3
My Product XYZ Total sales volume Sales change % New sales volume New sales change %
2,861
3.4 1,085
3.5
3,246
4.1 1,336
4.7
3,401
4.5 1,512
4.1
3,341
4.3 1,381
4.5
3,844
4.6 1,615
4.7
My Product DEF Total sales volume Sales change % New sales volume New sales change %
3,522
5.4 1,493
5.6
3,948
5.7 1,647
5.8
4,375
5.7 2,015
5.1
3,959
5.5 1,644
5.8
4,618
5.4 1,987
5.5
Intuitive Design © 2012
How am I Performing Against My Planned Sales Goals?
July Aug Sept
5
4
2
1
0
$M3
Actual
Planned
Last Year
99,876
145,000
91,322
Information (relationships):
Intuitive Design © 2012
Actual Sales 33% < Planned SalesActual Sales 10% > Last Year's Sales$2,000 (out of potential $10,000) Bonus This Quarter!
InsightsI
How am I Performing Against My Planned Sales Goals?
July Aug Sept
5
4
2
1
0
$M3
Actual
Planned
Last Year
99,876
91,332
145,000
Insight (context):
Intuitive Design © 2012
How am I Performing Against My Planned Sales Goals?
July Aug Sept
5
4
2
1
0
$M3
Actual
Planned
Last Year
33% < Planned10% > Prior Yr
Visit Dr. James... monthlyStop visiting Dr Billings...
Recommended Action
Knowledge (actionable best practice):
BonusBonus
$10,000 Potential bonus
$2,000 Earned
Intuitive Design © 2012
Any Real World Examples?
Anyone?
Intuitive Design © 2012
So, what is Proflowers?
They are a Knowledge company! Customers need to solve an occasion Customers don’t know the right flowers for an occasion Proflowers suggests the right flowers
All you have to know is the occasion They know the flowers
Intuitive Design © 2012
Building a Knowledge Strategy
Each user can only see within their four walls You see across all of your users’ walls You see best practice approaches
You also see what DOESN’T work
Optimize for those best practices And help users avoid bad practices
Intuitive Design © 2012
Finding Your Strategy
Clearly define the users’ problem What is their desired outcome What is their Kn-base/perspective What do they need to know, but won’t
This is the Kn gap the product must bridge
Intuitive Design © 2012
Another UX Strategy: E-commerce
User State Awareness
Attention
Desire
Action
Intuitive Design © 2012
Another UX Strategy: E-commerce
User State Awareness
Attention
Desire
Action
Transition Trigger
↓ Point of Pain
↓ What’s in it for me?
↓ Reason to Believe
Intuitive Design © 2012
What’s Wrong with this Picture?
Intuitive Design © 2012
What’s Wrong with this Picture?
Reason to Believefront and center.Where’s the Point of Pain?
What’s in it for me?
You want ME to figure out which of YOUR products will work for me?
Intuitive Design © 2012
Yet Another Example: Websense
2001 – Sold web access control solutions to IT One of many similar companies – sales were flat
IT hated the product Cost money Took time HR constantly hounded them for access violation reports
Intuitive Design © 2012
Do you see the strategic opportunity?
Design it for HR, not IT HR has the budget HR has the time HR is the only group who needs the reports
Websense now owns their market
Intuitive Design © 2012
I Need a Volunteer
What kind of company are you? What is your key customers’ point of pain? What is their desired outcome? What Kn do they have? What do they need to know to succeed?
So what should your strategy be?
Intuitive Design © 2012
Free Strategic Analysis
First 5 requests get a free UX Strategy analysis
[email protected] @UXStrategy
More info: Google “UX Strategy”