UX STRAT USA, Peter Merholz, "My Journey with Experience Strategy"

My Journey with
Experience Strategy
Peter Merholz
e: peterme@peterme.com
t: @peterme

The Elements of User Experience
A basic duality: The Web was originally conceived as a hypertextual information space;
but the development of increasingly sophisticated front- and back-end technologies has
fostered its use as a remote software interface. This dual nature has led to much confusion,
as user experience practitioners have attempted to adapt their terminology to cases beyond
the scope of its original application. The goal of this document is to define some of these
terms within their appropriate contexts, and to clarify the underlying relationships among
these various elements.
Jesse James Garrett
jjg@jjg.net
Visual Design: graphic treatment of interface
elements (the "look" in "look-and-feel")
Information Architecture: structural design
of the information space to facilitate
intuitive access to content
Interaction Design: development of
application flows to facilitate user tasks,
defining how the user interacts with
site functionality
Navigation Design: design of interface
elements to facilitate the user's movement
through the information architecture
Information Design: in the Tuftean sense:
designing the presentation of information
to facilitate understanding
Functional Specifications: "feature set":
detailed descriptions of functionality the site
must include in order to meet user needs
User Needs: externally derived goals
for the site; identified through user research,
ethno/techno/psychographics, etc.
Site Objectives: business, creative, or other
internally derived goals for the site
Content Requirements: definition of
content elements required in the site
in order to meet user needs
Interface Design: as in traditional HCI:
design of interface elements to facilitate
user interaction with functionality
Information Design: in the Tuftean sense:
designing the presentation of information
to facilitate understanding
Web as software interface Web as hypertext system
Visual Design: visual treatment of text,
graphic page elements and navigational
components
Concrete
Abstract
time
Conception
Completion
Functional
Specifications
Content
Requirements
Interaction
Design
Information
Architecture
Visual Design
Information Design
Interface Design Navigation Design
Site Objectives
User Needs
User Needs: externally derived goals
for the site; identified through user research,
ethno/techno/psychographics, etc.
Site Objectives: business, creative, or other
internally derived goals for the site
This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development)
that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a
user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.
task-oriented information-oriented
30 March 2000
© 2000 Jesse James Garrett http://www.jjg.net/ia/

Call Bank About
Product
Learn the
Basics
Learn Specific
Concepts
Do
calculations to
figure loan
Learn Concepts
Figure out
'points'
Research
home-buying
online
Define Personal
Needs
Read
Kiplingers
Read Books
Read printed
materials
Learn About
Process
Learn the
home buying
process
Use Google,
read other
sites
Research Bank
Locations
Research
Banks
Compare Banks
Research
banks online Research
Technology
Seek
Compatibility
with MSN
Look for safety
deposit box
Look for
branches
Talk to BofA
about
mortgage
Become Aware
of Products
Get Overview of
Products
Understand
Product Details
Research
checking
needs
Look for
mutual funds/
IRAs
Research
specific funds
Look at
mortgage
rates
Compare Products
Review
refinance
options
Negotiate
Negotiate over
phone
Conduct
Followup
Research
Follow up over
phone
Negotiate in
branch
Research
banks in
person
Read
promotional
mail
Read
periodicals
Get business
loan info in
branch
Research fees
Seek
promotions
Learn about
bill pay
features
Research
payroll
Create mental
list of needs
Read bank
materials
Research
specific loan
options
Meet with bank
VP
Read bank
brochures
Run scenarios
with tools
Line info
Product info
Feature info
LOB info
Product list
Feature list
RatesFAQ
Eligibility
Terms
Comparison
Calculator
Product
selector
Product specs
Feature specs
Contact
Fees
Checklist
Context article
Use process
Product demo
Locations
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Case study
detail
Security
Help
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concept
resource
Financial
planning
resource
Product choice
resource
Financial
option
resource
Non-financial
planning
resource
Non-financial
process
resource
Non-financial
advice
resource
Mark funds for
further review
Research
Specific
Products
Compare
rates
Research
credit line
Read
brochures
Attend home
buyng seminar
Quarterly
report
Community
info
Understand
Bigger Picture
Contact
Financial
planning
resource
Locations Offers
Locations
Opt-in
Form
Compare
Products
Mental Space
Contact
Locations
Offers
Product list
Contact
Locations
Contact
Locations
Calculator
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detail
Live chat
Live chat

Significant life
event
Invest Wisely
Consider
changing banks
Prepare to
Apply
Call Bank About
Product
Learn the
Basics
Talk to Experts
Seek External Advice
Talk to
professional
Sign up for
realtor call
Meet with
credit
counselor
Talk to Friends/
Relatives
Seek negative
opinions
Talk to
friends
Talk to
parents
Learn Specific
Concepts
Do
calculations to
figure loan
Learn Concepts
Figure out
'points'
Research
home-buying
online
Define Personal
Needs
Read
Kiplingers
Read Books
Read printed
materials
Learn About
Process
Learn the
home buying
process
Use Google,
read other
sites
Research Bank
Locations
Research
Banks
Compare Banks
Research
banks online Research
Technology
Seek
Compatibility
with MSN
Look for safety
deposit box
Look for
branches
Talk to BofA
about
mortgage
Upset with
current bank Become Aware
of Products
Get Overview of
Products
Understand
Product Details
Research
checking
needs
Look for
mutual funds/
IRAs
Research
specific funds
Look at
mortgage
rates
Compare Products
Review
refinance
options
Realize
unreadiness
Decide on
Product
Decide on
product
Decide on Product
Realize
unreadiness
Create criteria
list
Look at specific
items
Evaluate Long
Term Banking
Options
Evaluate Future Products
Research IRAs
Evaluate long
term banking
options
Research
checking
Create
Spreadsheet
Print
Information
Manage Information
Print out web
pages
Create
spreadsheet
Review printed
information
Attend seminar
Negotiate
Negotiate over
phone
Prequalify
Prequalify over
phone
Conduct
Followup
Research
Follow up over
phone
Apply in Person Apply over
Phone
Apply for Product
Apply over
phone
Apply in
person
Apply Online
Apply online
Negotiate in
branch
Research
banks in
person
Read
promotional
mail
Read
periodicals
Get business
loan info in
branch
Research fees
Seek
promotions
Learn about
bill pay
features
Talk to People
Like Me
Talk to other
entrepreneurs
Spoke with
realtor
Contact former
broker
Research
payroll
Create mental
list of needs
Read bank
materials
Research
specific loan
options
Meet with bank
VP
Read bank
brochures
Run scenarios
with tools
Research
business
insurance
Consider types
of business
services
Prepare to Apply
View online
app to apply
over phone or
in store
Gather
required
documentation
Line info
Product info
Feature info
LOB info
Product list
Feature list
RatesFAQ
Eligibility
Terms
Comparison
Calculator
Product
selector
App process
Product specs
Feature specs
Contact
Fees
Checklist
Context article
Offers
Use process
Product demo
Locations
Case study list
Case study
detail
Security
Help
Financial
concept
resource
Financial
planning
resource
Product choice
resource
Financial
option
resource
Non-financial
planning
resource
Non-financial
process
resource
Non-financial
advice
resource
Need local
bank
Experiencing
technical
problems
Start or mature
a business
Work with
bookkeeper
Take credit
cards
Hire
employees
Realize Life
Stage
Feel one's age
Look for long-
term
investment
Consider buying
a house
Look at
houses
See rates are
low
Select a
propertyShop for
Bargains
Hear about
promotion in
online chat
Shop for low
rates
Apply for grad
school
Invest Roth
IRA
Purchased
building
Coming into
inheritance
Triggers
Degree of motivationLow High
Mark funds for
further review
Research
Specific
Products
Compare
rates
Research
credit line
Read
brochures
Attend home
buyng seminar
View
application
requirements
Quarterly
report
Live chat
Community
info
Understand
Bigger Picture
Contact
Financial
planning
resource
Locations Offers
Locations
Opt-in
Form
Your
Account
Compare
Products
Mental Space
Contact
Locations
Offers
Apps list
Product list
Contact
Locations
Product demo
Contact
Locations
Calculator
Calculator
Case study list
Case study
detail
Checklist Contact
Product
selector
Live chat
Live chat
Live chat
Compare
Products
Mental Space
App process
Apps list
ContactLocations
Checklist
Welcome kit
Perhaps  
over-supported
Opportunity for 
new value

Prepare to
Apply
Get Overview of
Products
Understand
Product Details
Research
checking
needs
Look for
mutual funds/
IRAs
Research
specific funds
Look at
mortgage
rates
Compare Products
Review
refinance
options
Realize
unreadiness
Decide on
Product
Decide on
product
Decide on Product
Realize
unreadiness
Create criteria
list
Look at specific
items
Evaluate Long
Term Banking
Options
Evaluate Future Products
Research IRAs
Evaluate long
term banking
options
Research
checking
Create
Spreadsheet
Print
Information
Manage Information
Print out web
pages
Create
spreadsheet
Review printed
informationPrequalify
Prequalify over
phone
Conduct
Followup
Research
Follow up over
phone
Apply in Person Apply over
Phone
Apply for Product
Apply over
phone
Apply in
person
Apply Online
Apply online
Get business
loan info in
branch
Research fees
Learn about
bill pay
features
Research
specific loan
options
Read bank
brochures
Run scenarios
with tools
Research
business
insurance
Consider types
of business
services
Prepare to Apply
View online
app to apply
over phone or
in store
Gather
required
documentation
Line info
Product info
Feature info
Feature list
Rates
Eligibility
Terms
Comparison
Product
selector
App process
Product specs
Feature specs
Fees
Checklist
Use process
Product demo
Security
Mark funds for
further review
View
application
requirements
Live chat
Your
Account
Apps list
Product list
Contact
Locations
Product demo
Contact
Locations
Calculator
Case study list
Case study
detail
Checklist Contact
Product
selector
Live chat
Live chat
Compare
Products
Mental Space
App process
Apps list
ContactLocations
Checklist
Welcome kit

2.
Experience Strategy
Favorites

Branding (7)
BUCK
BANG
5
4
3
2
1
1 2 3 4 5
Defaults (4)
Import/
Export Reg
(12)
Reg Page
(9)
Email (3)
Course
Rating (7)
Import (12)
Preview
Course (6)Help (6)
Trainer View
of Usr Pgs
(10)
Trainee
View Proﬁle
Pg (10)
Learner
Dashboard
(8)
Games (4)
Course
Player (10)
Successor to
Quiz (7)
[incl. game-
like]
Trainers
Viewing
Trainees (3)
Editing
Slides (2)
Branching
Content (7)
Video
Recorder
(5)
Dashboard
Trainer (12)
IM/Chat (6)
Course
Editor
File List (8)
Learner
Activity
Tracking (8)
Reporting
(8)
Prioritization
Where to focus
Where to focus

Don’t break the spell.
Specialty retail}
Prove specialness.
Uncommon service.
Disney’s differentiation}
It’s about your guests.}
Connection.
Fulﬁllment.
Distinct personality.
Experience Principles
E-commerce table stakes}

Service Evolution Map
Spotify’s model for product development

1
TREND FORECASTING
CURRENT MEDIA BEHAVIORS
Secondary  
Research
Expert  
Interviews
Fringe User  
Interviews
Trend Map
5 Personas
CONCEPT GENERATION
Opportunities
200 Concept Sketches 20 Concepts 4 Experience Scenarios
24 In-Depth 
Interviews
Beyond User Research

Trend Forecasting
We conducted extensive trend research to understand
where the market for digital and personal media was
headed. This included:
Secondary research 
Analyst reports, news articles, industry blogs
Expert interviews 
8 conversations with thought leaders from Stanford,
YouTube, Google, Nokia, The Economist, T-Mobile, and
Intel
Fringe User Interviews 
6 conversations with future-forward users, addressing
different aspects of extreme media consumption — TV,
games, movies, music, sports, and news.
Analysis was conducted with sticky notes and whiteboard
markers, naturally.
You can’t design for the future if you don’t know where it’s going.
1
SKT Personal Media
2010 2011 2012 2013
PERSONAL MEDIA TREND MAP
SERVICE
Apple TV Relaunches
Based on iOS, Apple brings apps
to the TV
Streaming Services Rise
Less media is purchased.
Instead, people either subscribe
or receive free ad-supported
media.
App Market Expands
Apps are now available for
phone, tablet, and connected
TVs. People willing to pay.
Social Drives Content
Social networking services
increasingly direct people to and
help people decide what content
to consume.
Social TV More Common
Simple social TV services
emerge that make virtual
viewing and interaction easy
and fun.
Streaming Games Grow
Microsoft and Sony revise
services based on the success of
OnLive streaming.
Tivo Dies
Made redundant by DVRs, Tivo
declares bankruptcy or is sold.
In-Car Services Increase
As computing moves to cars,
services emerge.
App Marketplace Massive
With apps available for phones,
tablets, and cars, there’s an app
for anything, anywhere.
Streaming Wins
Services that offer content to
buy are overtaken by
subscription and ad-supported
streaming content services.
Social Everywhere
Services like Facebook and
Twitter are more like a platform
than a destination, interfacing
with much of the media people
consume.
Social TV Is Normal
With connected computers and
TV apps, social TV becomes
normal for many Americans.
Streaming Game Wars
Microsoft and Sony offer
competing streaming services
that are device agnostic.
Start Screen Wars
With connected TVs and access
to any media via streaming,
major players battle over who
will own the start-up experience
when people turn on their TVs.
Streaming Services Grow
Live broadcast (TV, radio) and
on-demand streaming benefit
from the World Cup.
Beginning to Cross Devices
Apple and Android platforms
begin to foreshadow a future
where services will be
accessible through any device.
Social Networking Soars
Facebook and Twitter connect
people with people, as well as
people with services.
Streaming Games Appear
OnLive beta launches with a
limited catalog and requires a
wired broadband cable
connection.
Categories
Mobile TV
App Market
Audio Purchase
Streaming Audio
Social Network
Audio Subscription
Fantasy Sports
UGC Video Platform
Commerce
E-Book Store
Video Aggregator
Video Purchase
Cable/Satellite
Live Events
Video Rental
Streaming Games Thrive
Gaming hardware is no longer
relevant as titles stream via
apps regardless of device; long
tail increases.
CONTENT
Content from Everyone
Cable vs satellite. Dish vs
DirectTV. Apple, Google,
Microsoft. Hulu and Boxee.
Networks, like ABC, NBC, and
cable channels, like ESPN.
Online Content Rises
From TV shows to movies, more
content is offered online by and
network and cable channel sites,
as well as services like Netflix,
Hulu, and Boxee.
3D Content Arrives
Though most people don’t have
3D televisions, 3D content, like
the World Cup, is offered.
Three Screens Is Here
With services like MobiTV and
Slingbox, the three-screen
experience is available, though
not yet for the mainstream.
Is it live or streaming?
With so much content available
via streaming, new models
emerge to provide the channel
flipping experience of live TV.
Reality More Real with 3D
Reality TV experiements with
3D. Other content genres follow.
Streaming Content Rises
With connected TVs and more
devices connected to the
Internet, more people watch
streaming media than ever
before.
3D Content Grows
Video games heavily invest in
3D. Most Hollywood movies are
also 3D. But TV viewing still
wonders how to incorporate this
new technology.
Clips Fill Short Moments
Short clips, like those taken from
comedy content, emerge as a
viable content form for
multitasking moments.
Transmedia Exploration
Shows, like Lost, begin to
explore the realm of transmedia.
Audiences Make the Show
Shows, like American Idol, allow
audiences to actively
participate.
Physical Interaction
Microsoft Kinect promises a
new era of people interacting
physically with content.
Physical Media Declines
CDs viewed as outdated, and
DVDs heading in the same
direction.
New Content Emerges
With access to content from any
device in any place, content
producers embrace new content
forms to fill in between spaces
for on-the-go lifestyles.
Transmedia Thrives
From sports to video games to
news and dramas, transmedia is
everywhere, providing multiple
entry points and ways for people
to engage with content.
CLOUD
LOCAL
CLOUD LOCAL
CLOUD
LOCALCLOUD
LOCAL
GENRES Sports
Leading with three screens.
Reality
Popular.
News
Shifting to web, complex
displays on TV.
Drama
Lost, etc, exploring transmedia.
Music
Settling into models: iTunes,
Pandora.
Video Games
More social, more physical.
Comedy
Good for clips.
Sports
Increased paid online access.
News
Online continues to dominate
for immediate future; citizen
reporting emerges as
newspapers die; pay walls
constructed.
Sports
2012 Olympics across devices.
News
Election of 2012.
Drama
The first true transmedia
success appears as a cable
show.
Transmedia Experiments
Sports, Fantasy Sports, and
Video Games. 2012 Olympics
laid ground work for new
approaches to transmedia that
others now follow.
MASS MEDIA
STORAGE
Magazines
Newspapers
Broadcast Radio
Locally relevant.
Satellite Radio
Anywhere radio services.
Books, Audiobooks
Niche, but stable.
Podcasts
Alternative delivery method.
Recorded Music
Stabilizing.
Movies
DVDs declining.
Broadcast TV, Cable TV
Dominant and adapting to new
media.
Pay-per-Vew
Niche, sports. Some movies.
Magazines
Trusted magazine brands
benefit.
Newspapers
Deploy pay mechanisms online.
DVDs Replaced
Streaming movies replace
DVDs.
3D Grows
TV Content
Broadcast TV sticks with
sitcoms, reality TV, and simple
dramas. Cable TV provides
greater innovation and quality
content.
New Revenue Models
Magazine and newspaper
realize a new revenue model.
Broadcast Radio
Focuses on local programming.
Satellite Radio
Specializes in national.
Stable Media
Books, podcasts, audiobooks,
recorded music stable.
Movie streaming grows
Broadcast TV
Risk aversion.
Sync
solutions getting better, but
still difficult
Sync solved In the Cloud
But local still needed for
personal items and buffering
for cloud streaming.
Sync
MobileMe, Dropbox,
ActiveSync, but no
established leader
Playing Spans Devices
Alternative game content allows
people to continue engaging
with console games on phone
and tablet devices.
Olympics Ushers in 3D
With more 3D TVs in living
rooms, the Olympics drives
mass adoption for 3D viewing.
Elections Experiments
Eager to capture the attention
of Americans, politicians
experiment with media content
that spans devices.
Drama
Continued transmedia
experimentation.
Video Games
Gameplay spans across devices.
Super simple
One click to watch something
you will love.
INTERACTION
Touch and Multitouch
Phones, tablets, installations
Phone Remotes Emerge
Apps available from Logitech,
Boxee, Teevox.
TV Gestures
Riding on the heels of Kinect,
services experiment with ways
to interact with TVs without a
remote control.
Gesture Experimentation
With haptic feedback,
multitouch, and more sensors in
devices, new models of
interaction emerge.
Voice UI Nears Perfection
Voice UIs Flourish
From phones to TV remotes to
in-car services, voice UI
becomes an alternative to
typing.
Gestures Standardizing
After some experimentation,
new models of gestural
interaction become
standardized.
Talking to TV Is Common
Interacting with TVs through
voice commands and gestures
becomes common.
Interaction Paradigm Shift
Biometric sensors become easy
to incorporate into devices.
Along with existing gestural
interaction technology, this
input enables new interaction
opportunities.
Browse and Search Split
SEARCH
BROWSE
SEARCH
BROWSE
SEARCH BROWSE
RECOMMENDATION
SEARCH
BROWSE
BROWSING
Recommendations
People increasingly need help
navigating and turn to
recommendation solutions.
Recommend to Me
Recommendations, through
personalization, becomes a
primary way to navigate
content.
Moving Toward Infinite
The more content moves to the
cloud, the more choice people
have. But also, the more they
will need help navigating.
Personalization Nascent
Services like Netflix and
Amazon leading the way.
Modes
Gesture
Immersive
Touch
Multitouch
Keyboard &
Mouse
Remote control
Sensors
Accelerometer
GPS
Gyroscope
Compass
Camera
Proximity
Detector
Biometric
Full Body Interactions
Microsoft Kinect launches in
November. With a combination
of sensors and gestural
interaction, it brings a full-body
interaction experience to
television gaming.
ENVIRONMENT
Advertisement
Dominant for content
Subscription
Dominant for access; increasing
for content
PAYMENT/REVENUE
BROADBAND ACCESS
4G PENETRATION
Purchase to Subscription
As media moves to the cloud,
subscription to access grows,
purchase to own declines.
Advertisements
Increasingly targeted – free
cloud streaming supported by
advertising?
Purchase to Subscription
This trend continues.
Intelligent Advertisements
Becomes viable using
recommendation engines.
Subscription Mainstream
Purchase to own is niche.
Advertisers Experiment
REGULATION/POLICY Cable Monopolies Persist
Net Neutrality
Carriers win.
2012 Elections New Monopolies
Threaten to appear as
competition opens.
Net Neutrality
Telecom Act of 1996
FCC and Spectrum
DMCA
Cable Monopolies
Advocacy Groups
Example: EFF.org
User Revolts
Example: against Facebook
AUTHENTICATION Universal ID
Starts to matter, but does
not yet materialize.
Universal ID Solutions
They start getting good.
Standards AppearFragmented
Identity doesn’t follow the user.
Control of Home Internet
Telecoms and cable dominate
access to Internet at home.
TV Control Sidestepped
While cable and satellite
services have controlled access
to TV, new Internet services
provide ways to circumvent
them.
New Opportunities
As content and access shifts to
the Internet, tech companies,
like Apple, Microsoft, and
Google play a larger role. New
startup services also emerge.
Satellites Marginalized
Internet increasingly required to
access content. Satellite services
cannot provide this access.
Tech Approaches Vary
Apple and Google succeed with
different strategies. Microsoft
flounders, unsure of direction.
ISPs Dominate Access
Internet access and content
services bundled.
AT&T Acquires DirectTV
4G
3G
4G
3G
4G 3G 4G 3G
Purchase
iTunes proves opportunity
Micropayment
FCC + Spectrum
More spectrum given to
consumer apps.
Providers Create Services
In addition to Internet pipes,
providers prepare new services,
like Comcast’s TV Everywhere.
Prepared for SK Telecom
DEVICE
Too Many Boxes
Individual devices increasingly
perform same function as other
TV devices and provide access
to Internet content.
Battle of the Boxes
Media and software players
(Apple, Microsoft, Google,
Comcast, Time Warner, AT&T,
Verizon) battle to be the one
service people use to access
Internet content on TV.
Gesture Remotes
TV remotes increasingly come
with touchscreens. Mobile
phones also double as TV
remotes.
iPhone 4.5
Connected TVs on the Rise
TVs increasingly have
computing built in, no longer
needed a set top box for Internet
and hard drive.
Boxes Turn to Services
Winner will be the services that
offers the best TV apps.
Connected by Wifi
Wifi becomes the primary
means of interaction between
consumer electronic devices.
iPhone 5 and iPad 3.0
Relies on new LTE network.
Android Overtakes Apple
More smartphones and tablets
run Android, making the
Android platform increasingly
attractive for developers.
Multiscreen Experience
Smartphones, connected TVs,
and tablets, seamlessly linked
by services and interaction.
Productivity Tools
Laptops and netbooks remain
productivity tools that are
sometimes used for media.
DISPLAYS Bigger, Thinner, Brighter
Sizes, OLED, thickness,
resolution
3D Launches
Augmented Reality
E-ink
E-reader, black and white
Same, but Cheaper
3D Enters Homes
in significant numbers
E-ink Gets Color
Augmented Reality
Valuable uses identified
Failing
AR, projector, video goggles
don’t take off from a media
perspective
Olympics Drive 3D
1080p is the Standard
Dumber and Beautiful
It’s what’s inside the TV
matters.
Connected TV Launches
Google TV foreshadows the
coming age of Internet
television.
Types
Placeshifting box
Set top box
DVR
TV – Connected
TV – Dumb
Game Console
DVD Player
Desktop
Laptop
Netbook
Tablet
E-Reader
Smartphone
Portable Game Console
Projector
Portable projectors are viable
Video Goggles Launch
100” Screens, the New 50”
OLED
Next generation emerges
iPhone Dominates
But Android growing.
Age of Tablets Begins
iPad demonstrates tablets as a
legitimate form factor and
creates new opportunities for
personal media; surpasses
e-reader.
Laptop
Thinner and headed toward
solid state.
Netbook
E-Reader
Kindle dominant, still niche.
iPad 2.0 Launched
With front-facing camera.
Tablets Come with Android
Numerous device manufacturers
release touchscreen tablets
based on Android.
Nintendo 3DS Launches
A sign of future portable 3D
devices to come.
In-Car Computing
Apps will be available for cars.
Lingering
MP3 players, desktop
computers, e-readers linger.
Dual-Screen Emerges
Experiments with two-screen
tablets, e-readers, and netbooks.
Dual-Screen Device
The first successful two-screen
device launches, creating a new
battleground for Apple and
Google.
Personal Devices Converge
Personal music players and
personal game players netbooks
increasingly replaces by
smartphones and tablets.
In-Car App Market Opens
Google and Apple begin
bringing their operating systems
to the car.
Less Necessary Devices
MP3 players, netbook, destop,
and laptop are less necessary as
media devices.
In-Car Apps Common
New cars have built-in
computing. Older cars need
computing device add ons.
Desktop Computer

2010 2011 2012 2013
PERSONAL MEDIA TREND MAP
SERVICE
DEVICE
Too Many Boxes
Individual devices increasingly
perform same function as other
TV devices and provide access
to Internet content.
Battle of the Boxes
Media and software players
(Apple, Microsoft, Google,
Comcast, Time Warner, AT&T,
Verizon) battle to be the one
service people use to access
Internet content on TV.
Gesture Remotes
TV remotes increasingly come
with touchscreens. Mobile
phones also double as TV
remotes.
iPhone 4.5
Connected TVs on the Rise
TVs increasingly have
computing built in, no longer
needed a set top box for Internet
and hard drive.
Boxes Turn to Services
Winner will be the services that
offers the best TV apps.
Connected by Wifi
Wifi becomes the primary
means of interaction between
consumer electronic devices.
iPhone 5 and iPad 3.0
Relies on new LTE network.
Android Overtakes Apple
More smartphones and tablets
run Android, making the
Android platform increasingly
attractive for developers.
Multiscreen Experience
Smartphones, connected TVs,
and tablets, seamlessly linked
by services and interaction.
Productivity Tools
Laptops and netbooks remain
productivity tools that are
sometimes used for media.
DISPLAYS Bigger, Thinner, Brighter
Sizes, OLED, thickness,
resolution
3D Launches
Augmented Reality
E-ink
E-reader, black and white
Same, but Cheaper
3D Enters Homes
in significant numbers
E-ink Gets Color
Augmented Reality
Valuable uses identified
Failing
AR, projector, video goggles
don’t take off from a media
perspective
Olympics Drive 3D
1080p is the Standard
Dumber and Beautiful
It’s what’s inside the TV
matters.
Connected TV Launches
Google TV foreshadows the
coming age of Internet
television.
Types
Placeshifting box
Set top box
DVR
TV – Connected
TV – Dumb
Game Console
DVD Player
Desktop
Laptop
Netbook
Tablet
E-Reader
Smartphone
Projector
Portable projectors are viable
Video Goggles Launch
100” Screens, the New 50”
OLED
Next generation emerges
iPhone Dominates
But Android growing.
Age of Tablets Begins
iPad demonstrates tablets as a
legitimate form factor and
creates new opportunities for
personal media; surpasses
e-reader.
Laptop
Thinner and headed toward
solid state.
Netbook
E-Reader
Kindle dominant, still niche.
iPad 2.0 Launched
With front-facing camera.
Tablets Come with Android
Numerous device manufacturers
release touchscreen tablets
based on Android.
Nintendo 3DS Launches
A sign of future portable 3D
devices to come.
In-Car Computing
Apps will be available for cars.
Lingering
MP3 players, desktop
computers, e-readers linger.
Dual-Screen Emerges
Experiments with two-screen
tablets, e-readers, and netbooks.
Dual-Screen Device
The first successful two-screen
device launches, creating a new
battleground for Apple and
Google.
Personal Devices Converge
Personal music players and
personal game players netbooks
increasingly replaces by
smartphones and tablets.
In-Car App Market Opens
Google and Apple begin
bringing their operating systems
to the car.
Less Necessary Devices
MP3 players, netbook, destop,
and laptop are less necessary as
media devices.
In-Car Apps Common
New cars have built-in
computing. Older cars need
computing device add ons.
Desktop Computer
1

Prototypes of the future
Deborah Adler’s “SafeRX”

Definition Execution
Definition
/ Requirem
ents
Iterative design
Im
plem
entation
Strategy and plan,  
aka “Build the right thing.”
Working through tradeoffs to deliver optimal solution,  
aka “Build the thing right.”
Ideation/Generation
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Refine
Sketch
options
Test
prototypes
User test Build
design makes strategy concrete design supports delightful, engaging experiences
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial
Insight

UX Strategy and Design vs.
Product Management
4.

A few years ago, I tried to
deﬁne the profession of  
“UX Designer.”

UX Design is what’s left.UX Design is not all of these distinct disciplines.

UX
Interaction
Design
Information
Architecture
Visual
Design
Industrial
Design
Sound
Design
Architecture

You could have started at a
speciﬁc discipline, but now
you’re overseeing many
factors.

UX is a leadership role.
(and not necessarily a management role.)

UX is a systems role.
(UX brings humanity into systems design and
engineering.)

We use design approaches,
but not for ‘design’
outcomes. These
approaches drive broader
understanding.

Goal: Find the current contact
information and whereabouts of a
specific individual. If the person
can’t be found, find someone who
can get them a message.
This individual may be
intentionally evasive. Find the
person by any means necessary.
Thank you
Customer Profile:
Sleuth
S
earch
Additivere
sults
Search
Results con-
flict with
what you
have
Duplicate,
useless or
inaccurate
results
GOOGLE WHITE PAGES
PROPRIETARY
DATABASE
Is it cost effective for
me to keep searching
in all these various
places?
I guess I’ll try
these...they’re a long
shot but maybe I’ll
get lucky.
What’s this
“trial membership”
all about?
I have to pay even
more for what I really want?!
Unsure
Excited
Unsure
Curious Blocked from
quick progress
Endurance is
being tested
Hopeful
Is this accurate?
Is it current?
How can I tell?
Ugh! Yet another
site I have to
learn to navigate.
• Consider paid searches
including PeopleSmart,
Spokeo, US Search, People
Finder etc.
• Title search
• Escrow
• County records
• Foreclosure radar
• Law Enforcement
databases
• The Sleuth will ask herself:
• Does PeopleSmart help me do my job?
• Is it easy to use?
• Is the data accurate and current?
• As a professional, the Sleuth may (or may not) come to the
site with a more rational mindset and take the time to read
all the details of the membership and reports.
• A Sleuth will use her own credit card or get permission to
use a company card.
• The Sleuth will see additional cross-sell offers such as
IdentitySmart before she sees the results of her search.
• Ideally, the Sleuth will have a fruitful search experience
and see a membership as a good investment for her, her
company and colleagues.
• With continued use, she becomes familiar with the site
and gets more out of it than occasional users. She grows
familiar with credits and refunds. Hopefully this adds up to
a decision to renew.
IF the teaser information
has more data than what I
got out of the free search
THEN I buy the contact
report and start the free
trial.
IF the teaser information
does NOT have any
additional data
THEN I might not sign up
for the free trial and might
leave the site.
IF the background
report lists another
phone number
THEN I attempt contact.
IF NOT, then I start over.
Pleased
Concerned
Frustrated
Get a second wind
Hopeful
Excited
Betrayed
Disappointed
Satisfied
Now I could just
start my search
with PeopleSmart.
• Her first search results within PeopleSmart will heavily
color her impressions of the site and will influence her
decision whether or not to become a member.
• If she can’t contact the person of interest, the Sleuth will
try to contact the relatives listed in PeopleSmart to get a
message to the person of interest.
Reassured
Happy
Lorem Ipsum
Contact
Report
7 Day
free trial
Receive emailsCredit card is
billed after 7 day
trial ends
Talk with
Member Services
staff
Renewal notice
email
Monthly bills
Look and feel of
the site
Receive welcome
email from
PeopleSmart
See the deal
offered
Search
results
Contact Report Background
Report
What is the
customer
experience of
a person using
PeopleSmart
for their job?
The customer
experience is
one of trial
and error.
Our customer’s journey to
search for a person begins with
a name and maybe some contact
information. The Sleuth will
begin to search in free sites before
considering a paid search such as
PeopleSmart. As a professional,
the Sleuth will consider the costs
and benefits within each stage
of the search. If a certain stage
proves unfruitful and not cost
effective, she will move on.
People who search for people for
a living are looking for accurate and
efficient data sources.
We know that Sleuths look in many
places for information before they look in
PeopleSmart. So how can we design our
service so that it becomes one of the first
databases they think to search?
Begin in free sites
Find out as much as possible from free sources
• Approximately 50% of users are searching for addresses
and phone numbers which are available for free, but the
data may not be accurate nor current.
• Bits and pieces of information acquired during the free
search may or may not turn out to be relevant.
• Data may contradict what the Sleuth was given
from her client.
• Sleuths exhaust the databases in their “go-to” tool box first.
Attempt contact
Determine the accuracy of
the data by trying it out
Find more leads
Leave no stone left
unturned
Paid search
Abandon the free
serach
Experience PeopleSmart within a funnel
Evaluate the search capabilities of PeopleSmart
Try the trial membership and decide on a paid membership
Determine the accuracy of the data by trying it out
Use and decide on a renewal
Add PeopleSmart to the “go to” tool box
Receive emails
Overview
Customer’s
Journey
Business
Units
Doing
Feeling
“GO TO” TOOl bOx Of DaTabases
Order Receipt Order Receipt
By:
Loretta Neal
Thinking
Send a registered letter
or make a phone call to
verify data’s accuracy
Try to
contact the
person
START
OVER
IF the contact report does NOT
list another phone number
THEN I get frustrated, leave the
site and cancel the trial.
THEN I start over searching on
the names of a relative.
• Vehicle registration
• Interpol
• Licensure boards
• Lexus-Nexus
• Facebook
THEN I make a last ditch effort
and buy a background report
TOOl bOx Of lasT ResORT
Marketing
Member Services
User Experience
Business Development
Marketing
Analytics
Search Optimization
Touchpoints
Motto: Just find ‘em
then
if
then
if
START
OVER
START
OVER
START
OVER
then
if
then
if
then
if
Lorem Ipsum
Background
report
Send a registered letter
or make a phone call to
verify data’s accuracy
Try to
contact the
person
found
‘em yet?
found
‘em yet?
found
‘em yet?
START
OVER
Awesome!
They have
newer data!
User insights

Do more with less
Authentically digital
Pride in craftsmanship
Be fast and fluid
Win as one
Experience strategy and
vision

Ongoing oversight and
orchestration

W-w-w-wait…

Isn’t that just product
management?

Deﬁnition
/ Requirem
ents
Iterative design
Im
plem
entation
Ideation/Generation
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Reﬁne
Sketch
options
Test
prototypes
User test Build
Plan Ship
Analyze
Initial
Insight
This isn’t an diagram of good design practice,
this is a diagram of good product management practice.

The entire “ﬁeld” of UX
emerged to accommodate
insufﬁcient product
management practice.
and  
“Design thinking”
<

Of course there’s “UX Strategy.”
4a.
There’s just no “UX Design.”

Deﬁnition
/ Requirem
ents
Iterative design
Im
plem
entation
Ideation/Generation
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Reﬁne
Sketch
options
Test
prototypes
User test Build
Plan Ship
Analyze
Initial
Insight
So…is this all “UX Design”?

Definition
/ Requirem
ents
Iterative design
Im
plem
entation
Ideation/Generation
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Refine
Sketch
options
Test
prototypes
User test Build
Plan Ship
Analyze
Initial
Insight
UX (or just Experience)
strategy is a
component of broader
product and service
definition.
“UX Design” is an
awkward umbrella term
for things that already
have names:
interaction design,
information architecture,
visual design,
user testing.
I don’t know what a “UX
Designer” does.

1.
It often starts with good
user research.

2.
Still, don’t get trapped
within ‘user-centered.’

4.
It's your job to make others
uncomfortable.

5.
Not everyone can be, or
should be, a strategist.

6.
Strategy and execution are
better when connected.

7.
Don’t get caught up in
identity battles based on
job title. Just make sure the
activities are getting done.

Thank you for your
consideration.
Peter Merholz
e: peterme@peterme.com
t: @peterme

UX STRAT USA, Peter Merholz, "My Journey with Experience Strategy"

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