Aline Baeck's presentation at UX STRAT 2013

1. BEYOND
WIREFRAMES
How User Experience Methods Can Foster
Innovation And Solve Business Problems

2. WHO
Aline Baeck

3. WHY
Innovation Workshops
I applied the methods the next
day with my team and we’ve
redirected our project in a more
purposeful manner… a higher
level of success is inevitable
Participants are now more
effective with their teams…
We now have a shared view
of what success looks like
“
”
“
”

4. WHEREY
Intuit

6. Photo by Josh Berglund
EUREKA

7. THE AUDIENCE

8. THE RESULT
The Innovator’s Toolbox:
Everyday D4D for the PM Community

9. THE DETAILS
Day 1: Solving problems with design methods
Day 2: Leading a team using design methods

10. SAY
DO
THINK
FEEL
D4D | Empathy Map

11. THE GOOD
Photo by D Sharon Pruitt

12. THE GOOD
Personalization

13. THE GOOD
Real Problems
Photo by Christian Senger

14. THE GOOD
Station Rotation

15. THE GOOD
Flexible Content
Photo by echiner1

16. THE GOOD
Longitudinal Support

17. Sketch by Erin Liman, Intuit

18. THE BAD
Who To Convince
Photo by Chris Tweddle

19. Customer Problem
Problem Type Executive Team Support
TeamProject Goal
Vague
Puzzle Unaware
New or-
Churning
Assumed
Narrow
Mystery Supportive
FunctionalDefined
Why Customer Problem OccursDocumented Hypothesis
Interaction with Customer
Target Customer
Seldom
Broad
Frequent
Narrow
Team Risk ToleranceStick to Tried-
and-true
Fearless Project Ambition LevelAchieve
Parity
Change
the Game
# of Concepts Identified1 50+
Project: Date:
THE EXAMPLE
Diagnosis Tool

20. Scope of
Customer Problem
Project Vision Executive Team Support
TeamProject Goal
Vague
Ambiguous Unaware
New or-
Churning
Assumed
Narrow
Clear Supportive
FunctionalDefined
Understanding of
Customer Problem
Based on
Guesses
Based on
Facts
Interaction with Customer
Target Customer
Seldom
Broad
Frequent
Narrow
Team Risk ToleranceStick to Tried-
and-true
Fearless Project Ambition LevelAchieve
Parity
Change
the Game
Breadth of Concepts IdentifiedHomogeneous Diverse
Project:
Intuit :: D4D :: Project Diagnostic
Date:

21. MORE INFO
“The Innovation Catalysts”, HBR June 2011
http://hbr.org/2011/06/the-innovation-catalysts/ar/1
“Design Thinking: Expanding UX Methods Beyond Designers”
chapter in User Experience Best Practices: How to Achieve
More Impact with User Experience.
A. Baeck, P. Gremett, McGraw-Hil, 2011

22. THANKS
Photo by Simon Yeo
Erin Liman
Joseph O’Sullivan
Kaaren Hanson

23. QUESTIONS?
Aline Baeck
abaeck@ebay.com
@alinebaeck