As the notion of UX / Experience Planning / Interaction design / Visual Design / Motion Design / UX Research, drastically have changed from something that "we fix later" to an often pronounced expectation from executive leadership that UX should not only visualize but also guide and drive the actual user/consumer delivery, it requires us to constantly evolve in the way we work, they way we present, our output, how we organize ourselves, to be able to start from Experience Goals tied to target users AND business objectives to work with UX as a core company strategy.

1. UX as a core company strategy
Martin Granstrom

3. establish a ux mindset

4. establish a ux mindset
start working with “ux planning”

5. establish a ux mindset
start working with “ux planning”
provide ux direction

6. establish a ux mindset
start working with “ux planning”
provide ux direction
identify experience domains

7. establish a ux mindset
start working with “ux planning”
provide ux direction
identify experience domains
create experience teams

8. establish a ux mindset
start working with “ux planning”
provide ux direction
identify experience domains
create experience teams
create experience plans

9. establish a ux mindset
start working with “ux planning”
provide ux direction
identify experience domains
create experience teams
create experience plans
execute on the plan

10. UX framework

11. The 7 steps of UX – UX Lifecycle
Consideration Purchase First hour First week First month Years go by

12. The 7 steps of UX – UX Lifecycle
Awareness Consideration Purchase First hour First week First month Years go by
Aware of my needs
Product awareness
Desire to act

13. The 7 steps of UX – UX Lifecycle
Awareness Consideration Purchase First hour First week First month Years go by
Aware of my needs
Product awareness
Desire to act
Identify candidates
Compare
Pick candidates

14. The 7 steps of UX – UX Lifecycle
Awareness Consideration Purchase First hour First week First month Years go by
Aware of my needs
Product awareness
Desire to act
Identify candidates
Compare
Pick candidates
Shop atmosphere
Information at shop
Point of purchase

15. Awareness Consideration Purchase First hour First week First month Years go by
Aware of my needs
Product awareness
Desire to act
Identify candidates
Compare
Pick candidates
Shop atmosphere
Information at shop
Point of purchase
Setup
Explore
Move on
The 7 steps of UX – UX Lifecycle

16. Awareness Consideration Purchase First hour First week First month Years go by
Aware of my needs
Product awareness
Desire to act
Identify candidates
Compare
Pick candidates
Shop atmosphere
Information at shop
Point of purchase
Setup
Explore
Move on
Usability
Everyday usage
Defend purchase
The 7 steps of UX – UX Lifecycle

17. Awareness Consideration Purchase First hour First week First month Years go by
Aware of my needs
Product awareness
Desire to act
Identify candidates
Compare
Pick candidates
Shop atmosphere
Information at shop
Point of purchase
Setup
Explore
Move on
Usability
Everyday usage
Defend purchase
Done learning
Natural part of me
First bill – worth it?
The 7 steps of UX – UX Lifecycle

18. Awareness Consideration Purchase First hour First week First month Years go by
Aware of my needs
Product awareness
Desire to act
Identify candidates
Compare
Pick candidates
Shop atmosphere
Information at shop
Point of purchase
Setup
Explore
Move on
Usability
Everyday usage
Defend purchase
Done learning
Natural part of me
First bill – worth it?
Quality
Decay effect
Customer service
The 7 steps of UX – UX Lifecycle

19. Loyal?
Awareness Consideration Purchase First hour First week First month Years go by
Aware of my needs
Product awareness
Desire to act
Identify candidates
Compare
Pick candidates
Shop atmosphere
Information at shop
Point of purchase
Setup
Explore
Move on
Usability
Everyday usage
Defend purchase
Done learning
Natural part of me
First bill – worth it?
Quality
Decay effect
Customer service
The 7 steps of UX – UX Lifecycle

20. Delight
Feel
Good
Hygiene
The Experience Pyramid

21. Delight
Feel
Good
Useful
Hygiene Easy
Simple
The Experience Pyramid

22. Delight
Feel
Good
Hygiene
Innovative
Emotional
Unique
Useful
Easy
Simple
The Experience Pyramid

23. Delight
Feel
Good
Hygiene
Energizing
Innovative
Emotional
Unique
Useful
Easy
Simple
The Experience Pyramid

24. Awareness Consideration Purchase First hour First week First month Years go by
Disappointers Hygiene Feel good Delight
Example of a Nook
user experience

25. Awareness Consideration Purchase First hour First week First month Years go by
Disappointers Hygiene Feel good Delight
I know this
brand stands
for good
readers
Example of a Nook
user experience

26. Awareness Consideration Purchase First hour First week First month Years go by
Disappointers Hygiene Feel good Delight
I know this
brand stands
for good
readers
Great reviews
Example of a Nook
user experience

27. Awareness Consideration Purchase First hour First week First month Years go by
Disappointers Hygiene Feel good Delight
I know this
brand stands
for good
readers
Great reviews
It’s bigger than
it looked in
commercials
Example of a Nook
user experience

28. Awareness Consideration Purchase First hour First week First month Years go by
Disappointers Hygiene Feel good Delight
I can try out
the new device
in the store –
new features
new content
I know this
brand stands
for good
readers
Great reviews
It’s bigger than
it looked in
commercials
Example of a Nook
user experience

29. Awareness Consideration Purchase First hour First week First month Years go by
Disappointers Hygiene Feel good Delight
When can I
use my new
device - the
wizard is too
long
I can try out
the new device
in the store –
new features
new content
I know this
brand stands
for good
readers
Great reviews
It’s bigger than
it looked in
commercials
Example of a Nook
user experience

30. Awareness Consideration Purchase First hour First week First month Years go by
Disappointers Hygiene Feel good Delight
When can I
use my new
device - the
wizard is too
long
It was easy to
get my content
into my new
device
I can try out
the new device
in the store –
new features
new content
I know this
brand stands
for good
readers
Great reviews
It’s bigger than
it looked in
commercials
Example of a Nook
user experience

31. Awareness Consideration Purchase First hour First week First month Years go by
Disappointers Hygiene Feel good Delight
When can I
use my new
device - the
wizard is too
long
It was easy to
get my content
into my new
device
I can try out
the new device
in the store –
new features
new content
I know this
brand stands
for good
readers
Great reviews
It’s bigger than
it looked in
commercials
Example of a Nook
user experience
It surprises me – my
reader experience get
upgraded with
features and content
that I want

32. UX Direction

33. UX Direction
discover

34. UX Direction
discover consume
!
!

35. UX Direction
discover consume
!
!
organize
!

36. Effect mapping model with reference to http://www.inuse.se/

37. UX Intents

38. Experience Goals
1. I always want access to my content, no matter where I am or
what kind of device I'm using!
2. I want to be served proposals to my next read when
approaching the end of my current one!

39. 1. I always want access to my content, no matter where I am or what kind of device I'm
Hygiene Feel good Delight
We know
what you like
and will
surprise you
with free stuff
Awareness Consideration Purchase First hour First week First month Years go by
using!
Your Nook
content is in
all your
devices
We’ll help you
get your
account and
content in
order at the
store

40. 1. I always want access to my content, no matter where I am or what kind of device I'm
Hygiene Feel good Delight
We know
what you like
and will
surprise you
with free stuff
Awareness Consideration Purchase First hour First week First month Years go by
using!
Your Nook
content is in
all your
devices
We’ll help you
get your
account and
content in
order at the
store

41. 2. I want to be served proposals to my next read when approaching the end of my current one!
Hygiene Feel good Delight
We’ll nudge/
help you to
finish that last
20 pages
Start a new
series and
we’ll buy you
#2
Awareness Consideration Purchase First hour First week First month Years go by

42. 2. I want to be served proposals to my next read when approaching the end of my current one!
Hygiene Feel good Delight
We’ll nudge/
help you to
finish that last
20 pages
Start a new
series and
we’ll buy you
#2
Awareness Consideration Purchase First hour First week First month Years go by

43. Experience Domains

44. Identify experience domains
home – shop – library - reader

45. Experience teams

46. Experience Team – setup "
Key roles:
!
!
UX Planner / Product manager
Lead Interaction Designer
Lead Visual Designer
UX Researcher
Lead SW Engineer

47. UX setup structure - Reviews "
Weekly meetings “ Experience Review”
!
!
Key team members goes through:"
!
• Experience plan!
• Key experiences!
• Flows and Visual Design!
• SW status / Release plan!
!
Purpose of “ Experience Review”"
!
• Get approval of experience plan!
• Get approval of design!
• Update on action items

48. UX setup - Docs
• UX intent!
!
• Experience Plan!
!
• Wireframe spec!
!
• Core Visuals!
!
• Release Plan

49. Experience Plan

50. Experience Plan

51. Experience Plan
Vision
Nook reading experiences
enables our consumers to
always find something
interesting to read no
matter context

52. Experience Plan
Vision
Nook reading experiences
enables our consumers to
always find something
interesting to read no
matter context
Problem definition
There is no good enough
xx experience on the
market today.
Consumer expectation is
“it must be..”

53. Experience Plan
Vision
Nook reading experiences
enables our consumers to
always find something
interesting to read no
matter context
Problem definition Investment objective
There is no good enough
xx experience on the
market today.
Consumer expectation is
“it must be..”
Enable the digital reader
consumer base/market to
start using …

54. Experience Plan

55. Experience Plan
Addressable market
Total Market!
Yearly US Bookmarket
$20 Billion
- Online
- In store
- Paperback
- Digital
- Audio

56. Experience Plan
Addressable market
Total Market!
Yearly US Bookmarket
$20 Billion
- Online
- In store
- Paperback
- Digital
- Audio
Industry trends
Reading/consumption is
redefined
!
- People read more
then ever but not only
books / ebooks
!
- Consumers expect to
be able to access all
their reading content
independent of device,
eco system and service
!
- The consumer
expectation on bringing
analog “book
experiences” digital is
increasing

57. Experience Plan
Addressable market
Total Market!
Yearly US Bookmarket
$20 Billion
- Online
- In store
- Paperback
- Digital
- Audio
Industry trends Competitors
Reading/consumption is
redefined
!
- People read more
then ever but not only
books / ebooks
!
- Consumers expect to
be able to access all
their reading content
independent of device,
eco system and service
!
- The consumer
expectation on bringing
analog “book
experiences” digital is
increasing
Experiences
- Hygiene
- Feel Good
- Delight

58. Experience Plan

59. Experience Plan
Market feedback
Marketing feedback!
xxx articles covering
launch event %
favorability
!
Partner feedback!
!
Consumer feedback!
- Good book
content
- Other media coverage
so so
- Easy to find my stuff
- Hard to get new stuff

60. Experience Plan
Market feedback
Marketing feedback!
xxx articles covering
launch event %
favorability
!
Partner feedback!
!
Consumer feedback!
- Good book
content
- Other media coverage
so so
- Easy to find my stuff
- Hard to get new stuff
Usage feedback
How was the perceived
quality score
of previous release?
!
How were the analytics
results
!
How will the results be
addressed?

61. Experience Plan
Market feedback
Marketing feedback!
xxx articles covering
launch event %
favorability
!
Partner feedback!
!
Consumer feedback!
- Good book
content
- Other media coverage
so so
- Easy to find my stuff
- Hard to get new stuff
Usage feedback Nook / BN opportunity
How was the perceived
quality score
of previous release?
!
How were the analytics
results
!
How will the results be
addressed?
Nook apps are available
on all platforms.
!
Barnes and Noble has
millions of direct in
physical book store face
to face contact with
customers interested in
our content everyday
!
Content

62. Experience Plan
Experience Goals
1. I always want access to my content, no matter where I
am or what kind of device I'm using!
!
2. I want to be served proposals to my next read when
approaching the end of my current one

63. Experience Plan
Experience Evolution Plan
2013
2014
2015
What we are working on for the
coming release!
Describe high level experiences for
future releases
Describe what we launched last
year / previous release

64. Experience Plan
Next UX / UI

65. UX Prioritization

66. Delight(
Feel(good(
Hygiene(
Annoying(
Boring(
Ugly(
Doesnt(work(
Dont(have(it(
Call(support(
Return(device((
Not((buy(device(
Never(buy(this((
brand(again(
3(
2(
1(
4(
3(
2(
5(
4(
3(
Seldom' Monthly' Weekly'
D1(
D2(
D3(
D2(
D3(
D4(
D3(
D4(
D5(
Experience(
A'digital'pen'
that'lets'me'
enhance'my'
content(
Frequency(
(of(use(
6(
5(
4(
Every'day'
7(
6(
5(
D4(
D5(
D6(
Several'3mes'a'day'
D5(
I(want(to(take(
digigal(notes(
while(reading(
D6(
D7(
13(
I'cant'gi;'a'
book'to''my''
son(
6(
I'can''easily'
surprise'my'
kids'with'a'
nice'gi;'
Prioritization

67. Prioritization

69. establish a ux mindset

70. establish a ux mindset
start working with “ux planning”

71. establish a ux mindset
start working with “ux planning”
provide ux direction

72. establish a ux mindset
start working with “ux planning”
provide ux direction
identify experience domains

73. establish a ux mindset
start working with “ux planning”
provide ux direction
identify experience domains
create experience teams

74. establish a ux mindset
start working with “ux planning”
provide ux direction
identify experience domains
create experience teams
create experience plans

75. establish a ux mindset
start working with “ux planning”
provide ux direction
identify experience domains
create experience teams
create experience plans
execute on the plan

76. Thank you
mgranstrom@book.com