This will undoubtedly evolve; but I want to upload this to document the first iteration I've shared with an external team. The response was very positive; and I've already started tweaking this; and structuring the deep-dive sessions.
This presentation is a simple introduction to what I do as an experience strategist; as well as some of the key processes, techniques, and tools I prefer to use. It's structure is based on Jesse James Garrett's Elements of User Experience diagram.
3. it's turned into such
an ambiguous term,
many people don't
even know what to
call people like me.
4. Jordan is the experience
architect.
Jordan is the guy who'll
be managing the UX on
the project.
Jordan is the Usability
Specialist.
Jordan is the
strategist.
Jordan handles all things
related to user experience,
usability, and information
architecture.
ordan is the experience
manager.
Jordan is the
information architect.
Jordan is the U
Designer.
Jordan is the UX
specialist.
Jordan is the UX.
Jordan is the UX
Strategist.
Jordan does th
UX.
Jordan is the experience
strategist.
do with UX,
Jordan. Jordan is the content
strategist.
Jordan is the b
analyst.
s the interaction
designer.
5. UX IS DEAD - LONG LIVE EXPERIENCE STRATEGY
Page 6
http://www.jjg.net/elements/pdf/elements_simpleplanes.pdf
6. USER EXPERIENCE + STRATEGY = EXPERIENCE STRATEGY
Page 6
Discovery
Definition
Design
STRATEGY UX
EXPERIENCE STRATEGY LASTS THROUGHOUT THE PROJECT
7. Site Metrics
User Survey
User Research
(i.e. eMarketer research)
Competitive Analysis
SEO/SEM Research
(i.e. SEOmoz tools)
Stakeholder Interviews
Persona Creation
Taxonomy
Content Planning
Information Architecture
Content Governance
CMS/ Amin/ Workflow
CONTENT
Channel Strategy
Ecosystem Design
Response Assessment
SOCIAL
GA Account Setup
Segmentation Analysis
Keyword Opportunity Analysis
Link Strategy
SEARCH
STRATEGIC
FRAMEWORK
STRATEGY
Page 7
GENERAL APPROACH (NOT EXHAUSTIVE)
8. Approachable Trustworthy Intuitive Clear Secure
you must be
APPROACHABLE
Trait 2: Appropriate Use of Personalization. Lorem
ipsum dolor sit amet, consectetur adipiscing elit. Etiam
sollicitudin purus in odio posuere at rhoncus orci
faucibus. Vivamus sit amet nisi tellus, in ultricies diam.
Mauris blandit porttitor leo, vulputate commodo nulla
pellentesque eget. Mauris sit amet sem magna. Ut nec
quam sapien, in lobortis enim. Cras ultrices
Trait 1: Human Voice. Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Etiam sollicitudin purus in odio
posuere at rhoncus orci faucibus. Vivamus sit amet nisi
tellus, in ultricies diam. Mauris blandit porttitor leo,
vulputate commodo nulla pellentesque eget. Mauris sit
amet sem magna. Ut nec quam sapien, in lobortis enim.
Cras ultrices felis sit amet tellus tempus eget fringilla
dolor tempor. Aliquam est sapien, bibendum ut pharetra
vel, aliquet sed orci. Vestibulum bibendum met
Trait 3: High Signal v. Noise Ratio. Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Etiam sollicitudin purus in odio posuere at rhoncus orci faucibus. Vivamus sit amet nisi
tellus, in ultricies diam. Mauris blandit porttitor leo, vulputate commodo nulla pellentesque
eget. Mauris sit amet sem magna. Ut nec quam sapien, in lobortis enim. Cras ultrices felis
sit amet tellus tempus eget fringilla dolor tempor. Aliquam est sapien, bibendum ut
pharetra vel, aliquet sed orci. Vestibulum bibendum met
Trait 4: Human Design Elements. In et dolor risus. Cras condimentum venenatis ante, ac
porta turpis facilisis non. Curabitur id dolor orci. Etiam urna neque, iaculis sit amet
accumsan sed, laoreet ac neque. In fringilla, felis ut iaculis tincidunt, eros sapien rhoncus
massa, in commodo sem elit nec purus. Praesent placerat enim arcu. Praesent non nunc
at massa lacinia dignissim a nec tellus. Vestibulum non mauris dolor. Sed mattis porta
luctus. Aenean imperdiet egestas arcu quis vestibulum. Praesent luctus, odio vel sodales
porttitor, elit leo eleifend neque, sed blandit urna felis nec velit. Sed at ligula lorem, vitae
hendrerit nisi.
Strategy Notes: Lorem ipsum dolor sit amet Experience Notes: Lorem ipsum dolor sit amet
STRATEGIC FRAMEWORK
Page 8
EXAMPLE
9. SCOPE
Page 9
STORY METHOD
USER STORY MAP
As a user I want to
manage my
financials on any
device so that I don't
have to go out of my
way.
⁃ Users have iOS,
Android, and BB's
⁃ Users have
phones, laptops,
desktops and
tablets.
⁃ Users are mobile
while banking
⁃ Users are
concerned about
mobile security
EPIC WE KNOW
As a user I want to
find information
about products and
services that might
interest me so that I
can feel comfortable
about what products
and services I'm
using
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EPIC WE KNOW
As an administrator I
want to be able to
manage my
relationship with my
clients so that I can
meet my goals and
maintain happy
customers.
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EPIC WE KNOW
As a user I want to be
able to see a
summary of all my
accounts on one
single page so that I
can monitor my
financials quickly
and easily.
⁃ Users are ok with
scrolling
⁃ 80% of users have
less than 4
accounts
⁃ Prominence
should be given to
investment
accounts
STORY WE KNOW
As a user I want to be
able to see all of my
notifications in one
place so that I don't
have to search
multiple places for
my notifications.
⁃ Users don't want a
message archive.
⁃ Users prefer split
view of messages
and their contents
⁃ Users don't use
advanced options
like sorting or
filtering
STORY WE KNOW
As a user I want to be
able to be able to
take action to correct
any financial
warnings or alerts
I've set up directly
from the alert so that
I don't have to figure
out how to correct
the warning or alert.
⁃ Users don't want to
figure out how to
correct an alert,
give users a CTA.
⁃ Once action is
complete, return
users to place of
origin.
⁃ Provide an easy
way to dismiss
notifications
STORY WE KNOW
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STORY WE KNOW
SPRINT 1
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SPRINT 2 SRINT 3 SPRINT 4 SPRINT 1 SPRINT 2 SPRINT 3 SPRINT 3 SPRINT 4
SPRINT 1 SPRINT 2 SRINT 3 SPRINT 4 SPRINT 1 SPRINT 2 SPRINT 3 SPRINT 3 SPRINT 4
PRIORITY:●●● ESTIMATE: 95 PRIORITY:●●● ESTIMATE: 33 PRIORITY:●●⃝ ESTIMATE: 125 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95
PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95
PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95
PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95
As a user I want to
find information
about products and
services that might
interest me so that I
can feel comfortable
about what products
and services I'm
using
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KNOW STORY WE KNOW STORY WE KNOW ST
SPRINT 1
,,
AS A user/admin/guest
I WANTdescribe what the
user want's to be able to do,
from a first-person
perspective. SO THAT
describe benefit or result of
feature.
12. SURFACE
Page 12
CONCEPTUAL RATIONALIZATION APPROACH
CREATIVE DIRECTORS AROUND THE WORLD HAVE BEEN FORCED OUTSIDE OF THEIR COMFORT ZONE
WITH PLATFORM REDESIGNS. MANY AD AGENCIES, WITH STRONG CREATIVE LEADERSHIP, HAVE
TAKEN ON WEBSITE REDESIGNS WITHOUT REALIZING THERE ISN'T NECESSARILY A 'CREATIVE IDEA'
THAT DRIVES A WEBSITE REDESIGN. THESE PROJECTS OFTEN BENEFIT FROM HAVING AN
EXPERIENCE DIRECTOR TAKE ON THE ROLE OF A CREATIVE DIRECTOR;
AND WORK DIRECTLY WITH AN ART DIRECTOR AND COPY WRITER.
13. it's not over just
because it's live.
the organization needs
to commit to measuring
& optimizing.