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.
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?
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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)
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
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
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
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34. Now we’re ready Further Experience Design Involvement Objective Requirements Make Launch Experience Strategy
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
Editor's Notes
Why did I want to talk about this? I believe that better design can improve the world we live in. I think we can do that through becoming protagonists in product and service development I wanted to share 3 Critical success factors I’ve learned so far in my career as an experience designer - Getting in at the right time (early, before requirements are set) Communicating simply and evangelising what we do is really important to do that Giving structure to the design process helps to simplify, communicate, teach and evangelise experience design Today I want to share some thoughts around those three things.
We all want to be understood. We all want to influence people
Tech drives business process Business process defines Customer Experience Design as an afterthought Does anybody feel like they’re a comet? Does anybody
Tech drives business process Business process defines Customer Experience Design as an afterthought Does anybody feel like they’re a comet? Does anybody
Bus-Strategy - A large Sports Cable Channel and Broadcaster (ESPN) wants to move from subscription services to advertising Prod-Strategy - Through their internet Video service, advertising can be delivered Implementation strategy Where will the advertisements be?
Technology arrives as the result of a process
“ Design Thinking” turns everything on it’s head… Desirability drives design, business and development processes - Emotional before rational (NOT that UX isn’t rational…) Holistic – does not look at problems in isolation, but rather in context How do we strategise “Desirable”… ?
ARNIE “Nice to meet you” Top 2 nd Left Evangelist… Arnold Shwartzenegger never plays a cameo or a minor part. He’s a leading figure…
Understand the sponsor’s mindset
Understand the sponsor’s mindset
Understand the sponsor’s mindset
ARNIE “MOST IMPORTANT” Far Right Middle Make design “REAL” to business stakeholders*** Keep it simple… no jargon Help them to talk in terms they can sell to their business *** RISK… They are incented on making money. We need to explain how we can help them to do that.
Create value around experience research
Model for This approach is designed to take stakeholders on a journey to initiate them into UX gradually
Before change will be adopted, it has to seem valuable.
Your shield against subjectivity
Understanding the problems and opportunities Example… Sources of inspiration - ways to look at the problem differently Research alone tends to be reductionist
Arnie “Get 2 know u” Middle leftish Gathering data Understanding context Important to differentiate the difference between this and market research.
ARNIE: “what does this mean” top right The most important thing about analysis: Revealing MEANING
Characters and plot = personas and experience Stories powerfully communicate problems and opportunities Breakpoints Highs & Lows Cross-Channel at various times Structrure of the experience… meandering, structured.
Before change will be adopted, it has to seem valuable.
Your sword to cut through mediocre customer experiences
Sythesis of -- Business strategy - Brand - RESEARCH BASED user Research insight Defines what the experience should ‘Be’ Touchstone that can ground stakeholders in the user experience (fog of war). Explain the content…
Principles allow multiple solutions based on each principle Pace of change – ExP doesn’t change much Principles more Solutions most frequent
Using stories again to explain how the current state service journey is transformed Connection between WHAT and HOW Visions should be DESIRABLE and HOLISTIC
Before change will be adopted, it has to seem valuable.
Concept testing – testing the high-level idea before testing the solution… E.G Test the idea of sports overlay advertising rather
Technology arrives as the result of a process
Tech drives business process Business process defines Customer Experience Design as an afterthought Does anybody feel like they’re a comet? Does anybody