The document discusses how designers can better communicate with business stakeholders by learning each other's specialized languages and using strategy tools to visualize how design impacts business goals. It recommends understanding language differences, using tools like storyboards and conversion models to link design to metrics like ROI, and developing concise answers to common business questions. The overall goal is for designers and strategists to have a shared understanding and be able to effectively discuss how design drives business success.

1. Strategy Patois
Language & tools to connect
design and business value
Webvisions 2010
#wv2010 #strategypatois
Kate Rutter, Experience Designer
kate@adaptivepath.com
@katerutter Sailing the Cʼs of Change |
December 2008 | p. 1"

2. Hi, I’m Kate.
I’m a designer and strategist. Designing delightful
experiences makes me tick. Making things visual and
visible makes my heart sing.
Over the past few years I’ve been highly motivated to
get better at connecting design with business success.
Adaptive Path
Adaptive Path is a User Experience strategy and design consultancy.
Our mission is to help companies make products and services that
deliver great experiences that improve people’s lives.
Strategy Patois | May 2010 | 2

3. e journey

4. the end result
blah blah blah
what we what he blah blah blah
blah blah blah blah
blah blah blah
said! expected blah blah blah blah
blah
blahblah blah blah
blah blah blah
Strategy Patois | May 2010 | 4

5. is was me
on the outside.
Strategy Patois | May 2010 | 5

6. (is was me
on the inside.)
Strategy Patois | May 2010 | 6

7. blah blah blah
blah blah blah
what we what he blah blah blah blah
blah blah blah
expected blah blah blah blah
said! blah
blahblah blah blah
blah blah blah
I literally didn’t have the words.
Strategy Patois | May 2010 | 7

8. We had different languages
~ words
~ delivery style
~ perception of key points
} Trying to answer
the same questions
e meeting was frustrating.
e credibility of the design team suffered.
We knew we had to do better.
Strategy Patois | May 2010 | 8

9. 3 Learnings from the journey
1 } Understand the language difference and
align the dialects
2 } Use strategy tools to connect design work
with business impact
3 } Develop short, concise answers to
key questions
Strategy Patois | May 2010 | 9

10. 3 Learnings from the journey
1 } Understand the language difference and
align the dialects
2 } Use strategy tools to connect design work
with business impact
3 } Develop short, concise answers to
key questions
Strategy Patois | May 2010 | 10

11. 1 } align the dialects
Patois:
A regional dialect, especially one
without a literary tradition.
Nonstandard speech.
http://www.wordnik.com/words/patois"
Strategy Patois | May 2010 | 11

12. 1 } align the dialects
Strategy Patois:
A business dialect comprised of specialized
and often quantitative terms, optimized to
communicate the financial performance of
a company.
Strategy Patois | May 2010 | 12

13. 1 } align the dialects
buzzword:
A word or phrase connected with a
specialized field or group that usually
sounds important or technical and is used
primarily to impress laypersons.
http://www.wordnik.com/words/buzzword"
Strategy Patois | May 2010 | 13

14. 1 } align the dialects
“! I think when people make
up words, they are trying
to be more expressive,
not less.
“!
~ Erin McKean, American Lexicographer
CEO of Wordnik and former Principal Editor of
e New Oxford American Dictionary, second edition
http://en.wikipedia.org/wiki/Erin_McKean"
Strategy Patois | May 2010 | 14

15. revenue model
shareholder value
return on investment
market segmentation
competitive analysis
bottom-line impact
value proposition
benchmarking
cost leadership
total quality management
cost-benefit analysis
business innovation
design thinking
cost management
Strategy Patois | May 2010 | 15

16. user experience! experience strategy!
key user flows! look & feel!
human-centered design! touchpoints!
design thinking! user engagement!
usability! interactions!
empathy experiences!
participatory design!
qualitative research! user journey!
Strategy Patois | May 2010 | 16

17. 1 } align the dialects
specialized
business
term!
ple
sim g!
me anin
specialized
design
approach!
Strategy Patois | May 2010 | 17

18. 1 } align the dialects
Strategy Patois } e Suits
this... means this...
Value proposition Why people buy our stuff.
Revenue Model How we make money.
Bottom-line impact Will this help our overall profits?
ROI When is this going to pay off and
by how much?
simple meaning!
This initiative has a high ROI is product is going to pay off a
and a compelling value
proposition. Based on our
lot, and there are clear reasons why
current revenue model, this people will buy it. Based on how
should have a positive bottom- we make money, this should
line impact this fiscal year. increase our profits this year.
Strategy Patois | May 2010 | 18

19. 1 } align the dialects
Strategy Patois } Product Management
this... means this...
Market segmentation Who are our customers and why?
Competitive analysis What is everybody else doing?
Cost/benefit analysis Will we be better off if we do this?
simple meaning!
We’ve done a cost-benefit Based on our current
analysis for this launch, and customers, we believe we’ll be better
based on our current market off if we do this. is product is
segmentation, our competitive different from what everybody else is
analysis indicates that we
doing, so we want to move fast.
should move forward
aggressively.
Strategy Patois | May 2010 | 19

20. 1 } align the dialects
Strategy Patois } Operations
this... means this...
Benchmarking How are we doing compared to the other guys?
Cost management analysis What costs us money and where can we save?
Total Quality Making sure our stuff doesn’t suck.
Management (TQM)
simple meaning!
In 2010, we want to
We’re focusing our
do better than the other guys by
2010 benchmarking spending less money while
goals on cost also making sure our products
management and TQM. don’t suck.
Strategy Patois | May 2010 | 20

21. 1 } align the dialects
what we can do
Listen and ask for definition
~ listen for patois terms
~ ask for clarification
~ identify the simple meaning
} Trying to answer
the same questions
Address the real questions with design
solutions that align with business
performance.
Strategy Patois | May 2010 | 21

22. 3 Learnings from the journey
1 } Understand the language difference and
align the dialects
2 } Use strategy tools to connect design work
with business impact
3 } Develop short, concise answers to
key questions
Strategy Patois | May 2010 | 22

23. 2 } use strategy tools
trat egy!
s
business
design
technology users
engin eering!
Strategy Patois | May 2010 | 23

24. 2 } use strategy tools
Signs you need a strategy... What’s the
is redesign will expected ROI
on this design?
fix everything.
We need to create a
product/service platform
or multi-channel
experience. NOW.
Everyone agrees Everyone agrees on what the
something has to be design must accomplish,
done about the design, but everyone has a different
but no one is sure what. idea of how.
Strategy Patois | May 2010 | 24

25. 2 } use strategy tools
What is a design strategy?
A plan of action to produce commercially successful
offerings that reflect the constraints of business,
technology and user needs.
}
1. Where can design be most effective?
What questions 2. What kind of experiences do potential
does an effective features deliver?
strategy answer? 3. How will success be valued and measured?
4. How will the product evolve in the future?
Strategy Patois | May 2010 | 25

26. 2 } use strategy tools
Where can design be
most effective?
What kind of experiences
} Ishikawa diagram
Prioritization chart
do potential features deliver?
How will success be
valued and measured?
How will the product
evolve in the future?
Strategy Patois | May 2010 | 26

27. 2 } use strategy tools
Ishikawa diagram : A diagram of a problem broken
down into it's principal root causes
Stock photo failure!
Can’t
complete
Can’t
get
image
details
property
release
Date
image
taken
Unsure
how
TUTORIAL
is
unknown
Owner
unwilling
Owner
unknown
Country
unknown
Too
much
effort
Photos
are
selected
which
are
impossible
for
editors
Form too hard
to
process
USABILITY to complete
Can’t
iden?fy
Lost
original
person/model
Can’t
contact
person
Taken
at
a
low
Model
unwilling
to
resolu?on
SEARCH
sign
seCng
Can’t
get
a
There
is
no
model
release
higher
resolu?on
Strategy Patois | May 2010 | 27

28. 2 } use strategy tools
Prioritization chart: A forced-ranking activity that determines
which problems to solve first.
Form is
difficult to Focus
People unsure complete"
how to get
property Your
design
must
release" address
these
Reduce
Severity
photos taken
Owner is a low
unknown" resolution"
Consider
Your
design
should
accommodate
these
problem
#3
problem
#1
Unwise
use
of
?me
Neglect
to
address
these
Value
Strategy Patois | May 2010 | 28

29. 2 } use strategy tools
Prioritization chart: A forced-ranking activity that determines
which problems to solve first.
Project Design Priorities
1. Ensure that photos selected for editors are possible to process.
The design will And And this is what
address these accommodate we’re not going to
issues: these: address:
Form is Reduce
photos taken problem #3"
difficult to a low
complete" resolution"
People unsure
how to get Owner is
property unknown" problem #1"
release"
Strategy Patois | May 2010 | 29

30. 2 } use strategy tools
Where can design be
most effective?
What kind of experiences
}
do potential features deliver?
How will success be
Storyboards
(with a twist)
valued and measured?
How will the product
evolve in the future?
Strategy Patois | May 2010 | 30

31. 2 } use strategy tools
Storyboards: A comic-style illustration that tells the story of people
interacting with the product or service.
Strategy Patois | May 2010 | 31

32. 2 } use strategy tools
Storyboards: A comic-style illustration that tells the story of people
interacting with the product or service.
Brainstorming
Refined version
Strategy Patois | May 2010 | 32

33. 2 } use strategy tools
Where can design be
most effective?
What kind of experiences
do potential features deliver?
How will success be valued
and measured? }
Conversion model
How will the product evolve
in the future?
Strategy Patois | May 2010 | 33

34. 2 } use strategy tools
Conversion model: A visualization that displays data metrics
for each step in a multi-step process.
Travel organizer"
Enter trip Confirm trip Access .7
Register" Log in" details" details" details on trip" .29
.38
x .2
.0154
10,000
70% 29% 38% 20% x .0154
154
154 users
access their
trip details
for every
10,000! 7,000" 2,000" 760" 150" 10,000 that
register
Strategy Patois | May 2010 | 34

35. 2 } use strategy tools
Conversion model: A visualization that displays data metrics
for each step in a multi-step process.
Travel organizer"
Enter trip Confirm trip Access .7
Register" Log in" details" details" details on trip" .29
.38
x .2
.0154
10,000
70% 29% 38% 20% x .0154
154
154 users
access their
trip details
for every
10,000! 7,000" 2,000" 760" 150" 10,000 that
register
Strategy Patois | May 2010 | 35

36. 2 } use strategy tools
Conversion model: A visualization that displays data metrics
for each step in a multi-step process.
Travel organizer"
Forward trip Confirm trip Access
.7
details" Log in" details" details on trip" .29
Offer
more
x .38
Automa?cally
create
account
ways
for
user
.0771
and
send
email
to
access
trip
data
10,000
x .077
770
70% 29% 38%
770 users
access their
trip details
for every
10,000! 7,000" 2,000" 760" 10,000 that
register
Strategy Patois | May 2010 | 36

37. 2 } use strategy tools
Where can design be
most effective?
What kind of experiences
do potential features deliver?
How will success be
valued and measured?
How will the product
evolve in the future? } Product evolution map
Strategy Patois | May 2010 | 37

38. 2 } use strategy tools
Product evolution map: Describes the evolutional stages of a
product, including features and revenue model.
Photo site
product evolution"
stage
Beta
Gamma
Delta
Online photo A platform for sharing, A brand for visual
management and organizing, and expression and
sharing application exploration yourself exploration
through photos
features
Upload
Interes?ngness
Events
Store
Organizer
Travel
groups
View
Geo-­‐tagging
Local
Tag
Order
prints
Share
Blog
integra?on
Contacts
Mobile
connec?vity
Free
accounts
Prin?ng
Partnerships
revenue
Premium
accounts
Adver?sing
Licensing
fees
Strategy Patois | May 2010 | 38

39. 2 } use strategy tools
what we can do
Practice our strategy chops
~ find the right tool for the job
~ host participatory sessions with
biz folks
~ capture and reinforce decisions
} Increase confidence
in design choices
Decisions informed by thoughtful, intentional
choices. But we need to make the time to focus
on the impact, not just the interface.
Strategy Patois | May 2010 | 39

40. 3 Learnings from the journey
1 } Understand the language difference and
align the dialects
2 } Use strategy tools to connect design work
with business impact
3 } Develop short, concise answers to
key questions
Strategy Patois | May 2010 | 40

41. 3 } have concise answers
“! If I had more time,
I would have written
a shorter letter.
“!
~ T. S. Eliot
Strategy Patois | May 2010 | 41

42. 3 } have concise answers
Designers = storytellers
We need to think punchlines,
not stories.
Get direct.
}
1. Know what will be asked
2. Practice brevity
Strategy Patois | May 2010 | 42

43. 3 } have concise answers
the end result
blah blah blah
what we what he blah blah blah
blah blah blah blah
blah blah blah
said! expected blah blah blah blah
blah
blahblah blah blah
blah blah blah
Strategy Patois | May 2010 | 43

44. 3 } have concise answers
Find a biz buddy
what is she She’ll ask: when
you can get it
going to done, and how much
ask?! money will it save.
can I run
this by you
how long first?!
Sure. I’d be
She listens happy to
do I have?! for about give a
2 minutes listen.
max.
Strategy Patois | May 2010 | 44

45. 3 } have concise answers
Some helpful tips
 Don’t bury the lead.
 Focus on what it is and why it matters.
 Introduce the how it works only if asked.
Strategy Patois | May 2010 | 45

46. 3 } have concise answers
what we can do
Be a good translator
~ answer questions in short form
with just the facts
~ consider what biz folks
are hearing
} Build 2-way
credibility &
mutual respect
Be collaboration partners
~ facilitate design strategy
conversations
~ embrace participation } Build empathy &
understanding
Strategy Patois | May 2010 | 46

47. 4 3 Learnings from the journey
1 } Understand the language difference and
align the dialects
2 } Use strategy tools to connect design work
with business impact
3 } Develop short, concise answers to
key questions
4 } Keep your passion and sense of self in
a culture that with a different value system.
Strategy Patois | May 2010 | 47

48. 4 } Keep your passion
e reallyreally big picture
Products & services that delight, that
inspire and that improve the lives of the
people who use them.
Strategy Patois | May 2010 | 48

49. 4 } Keep your passion
4 keys to happiness:
 Have satisfying work to do
 e chance to be good at something
 Connections with people we truly like
 e opportunity to be a part of
something bigger
~ Jane McGonigal
game designer and Director of Game Research
& Development at the Institute for the Future
http://en.wikipedia.org/wiki/Jane_McGonigal"
Strategy Patois | May 2010 | 49

50. 4 } Keep your passion
“! You can always
choose what you
do next.
“!
~ Scott Berkun
Author and very, very smart guy
http://www.scotberkun.com"
Strategy Patois | May 2010 | 50

51. e journey

52. Strategy Patois | May 2010 | 52

53. Strategy Patois | May 2010 | 53

54. Suggested Reading
reference: blogs:
Building Design Strategy: Design inking, Tim Brown (IDEO)
omas Lockwood and omas Walton, ed., (2008) http://designthinking.ideo.com/
Corporate Strategy: Metacool: Diego Rodriguez (IDEO)
http://en.wikipedia.org/wiki/Michael_Porter http://metacool.typepad.com/metacool/
Ishikawa Diagrams: A Designer’s Guide to Strategy, Brandon Schauer
http://en.wikipedia.org/wiki/Ishikawa_diagram (Adaptive Path) www.brandonschauer.com/blog
Elevator Pitch: Customer Experience Matters, Bruce Temkin
Geoffrey A. Moore, Crossing the Chasm (2002) (Forrester) http://experiencematters.wordpress.com/
Sticky Ideas: e Berkun Blog, Scott Berkun (indie)
Chip and Dan Heath, Made to Stick (2007) http://www.scottberkun.com/blog/
Illustrating Concepts: McKinsey: What Matters, Misc. (McKinsey)
Dan Roam, Back of the Napkin (2008) http://whatmatters.mckinseydigital.com/
Adaptive Path, Subject to Change (2008) Good Experience, Mark Hurst (indie)
http://goodexperience.com/
Corporate Philosophy:
Yvon Chouinard, Let My People Go Surfing (2006) Putting People First, Experientia
http://www.experientia.com/blog
Strategy Patois | May 2010 | 54

55. More UX goodness
San Francisco : June 27-30
Toronto : October 26-29
www.adaptivepath.com/events
twitter: #uxintensive
15% off with code FOKR
San Francisco : August 24-27
www.uxweek.com
twitter: #uxweek
15% off with code FOKR
Shout-out to Henning Fischer and Brandon Schauer for the strategy tools
slides, and to all the Adaptive Path folks who shared their project work.
Strategy Patois | May 2010 | 55

56. thanks!
e slides will be
on slideshare in
the next day or so...
Kate Rutter, Experience Designer
kate@adaptivepath.com
www.adaptivepath.com
twitter : @katerutter
@adaptivepath
Strategy Patois | May 2010 | 56

57. colophon
Primary typeface is Adobe Garamond Pro.
Business dialect typeface is Lucida Console
Design dialect typeface is Bradley Hand ITC!
Inner voice typeface is Handwriting - Dakota!
Image credits:
Title slide: Public Domain Image of World Map from Page 3 of the book, Spokesman-Review Handy Atlas of the
World, "Published Expressly For e Spokesman-Review, Spokane, Wash. 1911", Copyright 1910 C.S. Hammond
&Co., New York
Journey image: http://www.flickr.com/photos/32920110@N07/3484895197/sizes/l/
Madonna: http://www.flickr.com/photos/28668451@N00/77567133/
Rosetta stone: http://www.aucegypt.edu/academics/dept/hist/PublishingImages/Rosetta%20Stone.jpeg
Myths of innovation cover : http://fyi.oreilly.com/9780596527051_lrg.jpg
* Other images credited on slides
Illustrations
Storyboard illustrations by Brandon Schauer
Hand sketches by Kate Rutter.
Strategy Patois | May 2010 | 57