Strategic User Experience (ConfabUK 2013)
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Transcript of Strategic User Experience (ConfabUK 2013)
Strategic User Experience
@leisa
Strategic User Experience
@leisa
‘everyone has a plan, until they get punched in the face’- Mike Tyson, World Heavyweight Boxing Champion
Top Downdesigning better environments for doing better UX
Bottom Updelivering strategy through execution
what is stopping you from doing your best work for
your organisation?
org chart
methodologyincentives
environment
budgets & accounting
visionpower
KPIs & targets
communications
prioritiesculture
l e a d e r s h i p
technology
‘People don’t buy what you do, they buy why you do it’The Golden Circle - Simon Sinek
a customer doesn’t buy a drill...
everyone has their face toward the CEO and
their ass toward the customer- Jack Welch -
‘Culture eats strategy for breakfast’
target audience
value proposition
customer experience (CX) framework
strategy driven tactical execution4.
3.
2.1. vision (business purpose)
what are you trying to achieve?
what’s the plan?
how do we execute the plan?
customer experience strategy
business model
business strategy
customer journey map
personas
design principles
KPIs and metrics
cross-disciplinary workflow
prototyping in code
evidence driven decisions
agile, iterative methodology
what tools keep the organisation
aligned?
Business ModelYes! you need to understand itNo! you don’t need an MBA (unless you want one)
Make sure you understand and care about where the money comes in and goes out
(both costs or customers lost).
Customer Experience
http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/
Customer Journey Mapping
A team that has a
does not get thrown off by a bad quarter or a bad press report.- Gary Hemel
shared mission that is important
prototyping strategy creating strategy through execution
the olden days
design is not linear
problem solving is squiggly
- sketch to HTML, stay out of photoshop
- multiple prototypes (test lots of ideas, don’t commit)- quickly test both qualitative and ‘active’ use
- let stakeholders ‘touch’ your ideas
- get a multidisciplinary team quickly.
- real content, prototype/testing content
- iterate, the more quickly to learn more.- only document what you really need to.
How I work now...
prototyping beats abstraction
what does it feel like?
Be making, not documenting
a small, co-located team is best-you (UX/IA)
- 1 or 2 FE Developers (UX Developers?)- Content Prototyper
- BA / Project Mgr- Visual/Graphic Designer- 1 or two Back End Dev
Don’t work alone
say no to Axure.Prototype in Code
spend as little time as possible in photoshoponly present to stakeholders in HTML
Don’t Present .psd Files
embrace experimentationmake evidence based decisions
Experiment Immediately
make new things less scary
Prototype Change
prototyping new strategies into existenceHow to Break the Mould?
the ‘intellectual’ and very online process of making the
first shortlist
prospectus as souvenir in early stage of journey the highly emotional ‘cultural
fit’ process of choosing your ‘dream university’
subject first, then university
the stress (and opportunity for us) of
the personal statement
the massive impact that a connection with someone at Surrey (staff or current student) can have on this decision
customer journey mapinformed by one on one interviews
true intent surveyon current website
search keyword analysisinternal site search terms
Hardcoded Prototypebuilt on Bootstrap framework
and it’s responsive!surrey.ac.uk
a design principle and a way of workingShow, don’t tell
embrace experimentationmake evidence based decisions
Make Decisions with Evidence
card sortingwill people find courses they want in the subject groupings we propose?
super early click testingPROTOTYPE CURRENT WEBSITE
content is crucial.experiment with content
Content Prototyping
At which of these two universities would you prefer to study?
excite your stakeholders
PrototypesPersuasive
are
not in meetings
Strategy lives in delivery
if you get a seat at the strategy table...
bring a prototype
thank you!@leisa