1. Business Strategy as a
driver for UCD
Lightning UX
6th March 2012

2. What’s the problem?
How do we communicate the value of
UX to the business?

3. What’s going on?
Current explanations typically involve
some combination of
Risk Reduction
and
Emulating Success

4. Fear, Fashion and Facts
Business response:
Fear and Fashion alone are just
Bogeymen
For credibility, we need
Facts

5. Startups are learning
machines...
Lean Startup
“... the products a startup builds are really
experiments [...] that information is much
more important than dollars ...”
from The Lean Startup
Eric Ries

6. ... and so are corporations
Service-Dominant Logic
“... the interaction of the producer and the
consumer [...] as they co-create value ...”
“... an emphasis on financial transactions for
information feedback rather than a goal of
profit maximisation”
from The Service-Dominant Mindset,
R. F. Lusch and S. L. Vargo

7. So help them learn
Find or define a metric which relates to
the business strategy
(You don’t need perfect numbers)
Explain how you plan to improve the
metric
(Realism is more important than
infallibility)

8. It’s not about communication
What service are you offering the
business?
How are they creating value from your
service?
Can you re-design it to create more
value?

9. Thank you.
Francis Norton
Service Design for Startups
francis.norton@gmail.com
@francisnorton