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

UX STRAT USA 2015 presentation by Peter Merholz, Adaptive Path co-Founder and Jawbone Senior Director of Design

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

  1. 1. My Journey with Experience Strategy Peter Merholz e: peterme@peterme.com t: @peterme
  2. 2. The Accidental Strategist 1.
  3. 3. 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/
  4. 4. 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 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 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 Case study list Case study detail Live chat Live chat
  5. 5. 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
  6. 6. 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
  7. 7. 2. Experience Strategy Favorites
  8. 8. 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
  9. 9. 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}
  10. 10. Design the Box
  11. 11. Service Evolution Map Spotify’s model for product development
  12. 12. 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
  13. 13. 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. Portable Game Console 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
  14. 14. 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 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. Portable Game Console 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
  15. 15. Prototypes of the future Deborah Adler’s “SafeRX”
  16. 16. 3. The Double Diamond
  17. 17. Copyright UK Design Council
  18. 18. 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
  19. 19. UX Strategy and Design vs. Product Management 4.
  20. 20. A few years ago, I tried to define the profession of 
 “UX Designer.”
  21. 21. UX Design is what’s left.UX Design is not all of these distinct disciplines.
  22. 22. UX Interaction Design Information Architecture Visual Design Industrial Design Sound Design Architecture
  23. 23. You could have started at a specific discipline, but now you’re overseeing many factors.
  24. 24. UX is a leadership role. (and not necessarily a management role.)
  25. 25. UX is a systems role. (UX brings humanity into systems design and engineering.)
  26. 26. UX is a synthetic role.
  27. 27. We use design approaches, but not for ‘design’ outcomes. These approaches drive broader understanding.
  28. 28. So what does this person do?
  29. 29. 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. IF the contact report does NOT list another phone number THEN I start over searching on the names of a relative. • Vehicle registration • Interpol • Licensure boards • Lexus-Nexus • Facebook IF the contact report does NOT list another phone number 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
  30. 30. Facilitation
  31. 31. Ideation Ideation
  32. 32. Do more with less Authentically digital Pride in craftsmanship Be fast and fluid Win as one Experience strategy and vision
  33. 33. Experience planning
  34. 34. Ongoing oversight and orchestration
  35. 35. W-w-w-wait… Isn’t that just product management?
  36. 36. My “A-ha!”
  37. 37. 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 This isn’t an diagram of good design practice, this is a diagram of good product management practice.
  38. 38. The entire “field” of UX emerged to accommodate insufficient product management practice. and 
 “Design thinking” <
  39. 39. But what about UX design?
  40. 40. Of course there’s “UX Strategy.” 4a. There’s just no “UX Design.”
  41. 41. 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
  42. 42. 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 So…is this all “UX Design”?
  43. 43. 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 (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.
  44. 44. 5. Some things I've learned.
  45. 45. 1. It often starts with good user research.
  46. 46. 2. Still, don’t get trapped within ‘user-centered.’
  47. 47. 3. Pictures and words.
  48. 48. 4. It's your job to make others uncomfortable.
  49. 49. 5. Not everyone can be, or should be, a strategist.
  50. 50. 6. Strategy and execution are better when connected.
  51. 51. 7. Don’t get caught up in identity battles based on job title. Just make sure the activities are getting done.
  52. 52. Thank you for your consideration. Peter Merholz e: peterme@peterme.com t: @peterme

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UX STRAT USA 2015 presentation by Peter Merholz, Adaptive Path co-Founder and Jawbone Senior Director of Design

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