1hr workshop presented at UX Bristol in July 2011

1. Strategic User Experience
Leisa Reichelt
UX Bristol, July 2011

2. If you want to be a brand, you have to work from the inside out
A great logo isn’t going to make a shitty product any less shitty,
any more than a hard worker is going to make
a bad boss a compelling leader.’
Christopher Simmons - http://www.aiga.org/content.cfm/what-design-cant-do

3. To know what a business is we have to start with its
purpose. Its purpose must lie outside of the business itself.
In fact, it must lie in society, since business enterprise is an
organ of society. There is only one valid definition of
business purpose: to create a customer.
- Peter Drucker, Management: Tasks, Responsibilities, Practice

4. What the customer thinks he or she is buying, what he or
she considers value is decisive – it determines what a
business is, what it produces, and whether it will prosper.
And what the customer buys and considers value is never a
product. It is always a utility – that is, what a product or
service does for him or her. And what is value for the
customer is anything but obvious.
- Peter Drucker, Management: Tasks, Responsibilities, Practice

5. business strategy is UX strategy

6. UX as Facilitator
“one who contributes structure and process to
interactions so groups are able to function effectively
and make high-quality decisions.
A helper and enabler whose goal is to support others to
achieve exceptional performance”
Facilitation at a Glance: Ingrid Bens

7. what are you
trying to achieve? 1. mission (business purpose)
business 2. business strategy
strategy - value proposition (competitive advantage)
- experience strategy
what’s
the
- target audience
plan? - business model
3. customer experience strategy
ux strategy - experience map & touchpoints
- personas
- design principles
how do - KPIs & metrics
we
execute
the
plan?
4. tactical execution
- prioritisation
strategy driven - strategy led design
tactical execution - design evaluation
- methodology

8. what are you
trying to achieve? 1. mission (business purpose)
business 2. business strategy
strategy - value proposition (competitive advantage)
- experience strategy
what’s
the
- target audience
plan? - business model
3. customer experience strategy
ux strategy - experience map & touchpoints
- personas
- design principles
how do - KPIs & metrics
we
execute
the
plan?
4. tactical execution
- prioritisation
strategy driven - strategy led design
tactical execution - design evaluation
- methodology

9. thanks Gamestorming
2. business strategy (value proposition)

10. our brand is the only ____________ that _____________
Zag: The #1 Strategy of High Performance Brands
Marty Neumeier
2. business strategy (value proposition)

11. ‘make mantra’ - Guy Kawasaki
Authentic Athletic Performance - Nike
Fun Family Entertainment - Disney
Rewarding Everyday Moments - Starbucks
2. business strategy (value proposition)

12. what are you
trying to achieve? 1. mission (business purpose)
business 2. business strategy
strategy - value proposition
- experience strategy
what’s
the
- target audience
plan? - business model
3. customer experience strategy
ux strategy - experience map & touchpoints
- personas
- design principles
how do - KPIs & metrics
we
execute
the
plan?
4. tactical execution
- prioritisation
strategy driven - strategy led design
tactical execution - design evaluation
- methodology

13. Harry Beckwith- Selling the Invisible
why are companies terrified of a clear value proposition
look up the positioning quote from selling the invisible and put
it here - the bit about saying what you are is saying what
you’re not.
- Harry Beckwith, Selling the Invisible
2. business strategy (target audience)

14. ‘How can you deliver a unique value to meet
an important set of needs for an important
set of customers’
- Michael Porter, Business Strategy Guru
2. business strategy (target audience)

15. if you design for everyone,
you design for no one.
2. business strategy (target audience)

16. what are you
trying to achieve? 1. mission (business purpose)
2. business strategy
business - value proposition
strategy
- experience strategy
- product description
what’s
the - target audience
plan? - business model
3. customer experience strategy
ux strategy - experience map & touch points
- personas
- design principles
how do - KPIs & metrics
we
execute
the
plan?
4. tactical execution
- prioritisation
strategy driven - strategy led design
tactical execution - design evaluation
- methodology

18. 3. customer experience strategy (experience map)

19. http://www.servicedesigntools.org/tools/8
3. customer experience strategy (experience map)

20. http://www.servicedesigntools.org/tools/8
3. customer experience strategy (experience map)

21. what are you
trying to achieve? 1. mission (business purpose)
business 2. business strategy
strategy - value proposition
- experience strategy
what’s - target audience
the
plan? - business model
3. customer experience strategy
ux strategy - experience map & touchpoints
- personas
- design principles
how do - KPIs & metrics
we
execute
the
plan?
4. tactical execution
- prioritisation
strategy driven - strategy led design
tactical execution - design evaluation
- methodology

22. personas

23. what are you
trying to achieve? 1. mission (business purpose)
business
2. business strategy
strategy - value proposition
- experience strategy
what’s - target audience
the - business model
plan?
3. customer experience strategy
ux strategy - experience map & touchpoints
- personas
- design principles
how do - KPIs & metrics
we
execute
the
plan?
4. tactical execution
- prioritisation
strategy driven - strategy led design
tactical execution - design evaluation
- methodology

25. get the information into the world
- Don Norman, Living with Complexity

26. how to get a group to make a complex decision
like, say, agree on a value proposition or a wireframe
generate synthesis & evaluate & make a clearly articulate
ideas explore ideas prioritise ideas decision agreed value
proposition
ref: http://www.uie.com/articles/kj_technique/

27. how to wireframe strategically
define audience generate synthesis & evaluate & make a sketch the
& purpose of ideas explore ideas prioritise ideas decision wireframe
interface

28. strategic collaborative
wireframe outline

29. ‘it’s simple, but it’s not easy’

30. ‘a great way to get fired’

31. thank you & good luck
disambiguity.com
leisa.reichelt@gmail.com
@leisa