The document discusses the role of a UX designer as a protagonist in developing an experience strategy. It outlines establishing the need for change by researching current experiences and problems. The UX designer then works to set a vision for transforming experiences by defining experience principles and scenarios. Finally, the strategy is validated through testing and iteration to demonstrate requirements before further experience design work.

1. Experience Strategy with UX designer as protagonist

3. The status quo Business as usual

4. Technology solution Customers and their requirements Business and it’s requirements Design

5. Technology solution Customers and their requirements Business and it’s requirements Design Is design just for solving problems? Or does it include defining the true opportunity?

8. Getting the opportunity to change the world Desirability (People) Start here Tim Brown & IDEO www.ideo.com/thinking/approach/ Emotional Rational Viability (Business) Feasibility (Technology)

9. Being a protagonist Enter Arnold Schwarzenegger

10. UX designer as a protagonist

11. Connecting with decision makers Can be skeptical of “design”

12. Connecting with decision makers They perceive a need

13. Connecting with decision makers How they perceive “design”

14. Making design ‘real’ Distribution Sales Conversions Acquisition Costs Efficiency Strategy Differentiation NPS Profit margin Customer Satisfaction Advantage Investment BUSINESS TALK

16. Creating an experience strategy As a protagonist

17. Creating value around change Test & Iterate Experience Strategy Experience Research Promoting UX YOUR ACTIVITY MOTIVATED Proof OPTIMISTIC ENGAGED Solutions WORRIED REALISATION of need to change Problems & Consequences APATHETIC STAKEHOLDERS’ STATE OF MIND INTERESTED Credibility YOUR GOAL

18. Establishing the case for change Test & Iterate Experience Strategy Experience Research Promoting UX APATHETIC STAKEHOLDER’S STATE OF MIND YOUR ACTIVITY INTERESTED WORRIED REALISATION of need to change OPTIMISTIC ENGAGED MOTIVATED Proof Solutions Problems & Consequences Credibility YOUR GOAL

19. Experience research is your shield

21. Empathetic research Learning what people do , not what they say they do

22. Analysis Distill meaning out of data

23. Communicating findings Stories powerfully communicate problems & opportunities

25. Setting a vision Test & Iterate Experience Strategy Experience Research Promoting UX APATHETIC STAKEHOLDER’S STATE OF MIND YOUR ACTIVITY INTERESTED WORRIED REALISATION of need to change OPTIMISTIC ENGAGED MOTIVATED Proof Solutions Problems & Consequences Credibility YOUR GOAL

26. Experience strategy is your sword

28. Vision (Experience Promise™)

29. WHAT – experience principles Abstract Specific Solution? Solution? Solution? Solution? Principle Principle Principle

30. HOW – visioning & scenarios

31. HOW – visuals

32. Validate the strategy Test & Iterate Experience Strategy Experience Research Promoting UX APATHETIC STAKEHOLDER’S STATE OF MIND YOUR ACTIVITY INTERESTED WORRIED REALISATION of need to change OPTIMISTIC ENGAGED MOTIVATED Proof Solutions Problems & Consequences Credibility YOUR GOAL

34. Now we’re ready Further Experience Design Involvement Objective Requirements Make Launch Experience Strategy

35. Technology Business and it’s requirements Customers Design

36. Thank you! Twitter: @colfelt http://www.colfelt.com See also: Twitter: DifferentUX http://www.different.com.au Never doubt that a small group of thoughtful committed people can change the world. In fact, it is the only thing that ever has. Margaret Mead (1907-1978) – American anthropologist