UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness...
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Transcript of UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness...
![Page 1: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/1.jpg)
Making Sense of the Madness: UX Strategy to Kick Off March Madness Live
![Page 2: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/2.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
![Page 3: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/3.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
Data
Editorial
Native Development
Design/UX
Ad Sales
Ads
Marketing
Legal
Sponsors
Research
NCAACBS
Turner Executive
Management
ProductOperations
Product Technology
Turner Network
Sales
Turner TV Networks
Web Development
![Page 4: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/4.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
Data
Editorial
Native Development
Design/UX
Ad Sales
Ads
Marketing
Legal
Sponsors
Research
NCAACBS
Turner Executive
Management
ProductOperations
Product Technology
Turner Network
Sales
Turner TV Networks
Web Development
![Page 5: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/5.jpg)
What do you DO all year?
UX Strategy to Kickoff March Madness Live @lisaestrin
![Page 6: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/6.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
![Page 7: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/7.jpg)
March Madness Christmas
UX Strategy to Kickoff March Madness Live @lisaestrin
![Page 8: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/8.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
March Madness Christmas
![Page 9: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/9.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
March Madness Christmas
![Page 10: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/10.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
March Madness Christmas
![Page 11: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/11.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
What do you DO all year?
![Page 12: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/12.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
![Page 13: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/13.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
![Page 14: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/14.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
![Page 15: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/15.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
![Page 16: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/16.jpg)
April March
How do you get started?
July
Product Strategy
May
Recap & Analysis
You are here
Gather Data
?
UX Strategy to Kickoff March Madness Live @lisaestrin
Execution
2015 PRODUCT ROADMAP
June
Go Live
![Page 17: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/17.jpg)
Beloved data, user research & lessons learned
March 2014 - May 2014
Recap & Analysis
UX Strategy to Kickoff March Madness Live @lisaestrin
!
Desktop eye tracking study!
Audience segmentation study!
Push IO analytics reports!
Market analysis & trends!
Refined business goals & objectives!
Stakeholder interviews !
App store reviews!
Customer service reviews!
Vendor recaps!
Competitive analysis!
Usability study!
Analytics reports!
Product & feature evaluation!
Product brief development!
Product roadmap!
Apple & Google conferences for OS/platform updates!
Product design sprints
![Page 18: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/18.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
UX Strategy
April March
How do you get started?
July
Product Strategy
May
Recap & Analysis
You are here
Gather Data
2015 PRODUCT ROADMAP
June
Execution Go Live
![Page 19: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/19.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
1. Create a map of what the team is doing
![Page 20: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/20.jpg)
Beloved data, user research & lessons learned
March 2014 - May 2014
Recap & Analysis
UX Strategy to Kickoff March Madness Live @lisaestrin
!
Desktop eye tracking study!
Audience segmentation study!
Push IO analytics reports!
Market analysis & trends!
Refined business goals & objectives!
Stakeholder interviews !
App store reviews!
Customer service reviews!
Vendor recaps!
Competitive analysis!
Usability study!
Analytics reports!
Product & feature evaluation!
Product brief development!
Product roadmap!
Apple & Google conferences for OS/platform updates!
Product design sprints
![Page 21: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/21.jpg)
2014 Lessons Learned
App Reviews
Customer Service Reviews
Vendor Recaps
Competitive Analysis
Usability
Product & Feature Evaluation
Qualitative Inputs Quantitative Inputs
2014 Analytics / Performance Metrics
Eye tracking
Audience Segmentation
Push IO analytics / reports
Market trend analysis
Business Inputs
Business Goals and objectivesBusiness ModelTarget customer(s)Value Proposition to Customer, Business, Clients, StakeholdersEssential capabilities needed to deliver value proposition
Brand Strategy
Stakeholder Interviews
BriefsPlatform by platform docs
Recommended features
T-shirt LOE by feature
Business Strategy
ACTIVITIESLeadership team review briefs
Roundtable discussions
Perform additional research
Create evaluation criteria
Score all features
Defend and kill sessions
Prioritize all work
New Products
New Platforms
New FeaturesSignificant adjustment to a feature
Feature AnalysisTweaks
Evolutions
Product VisionPortfolio Analysis
Market Analysis
24 month roadmap
Product Recommendations
2015 Analysis Completed activity
or artifact
Additional review/discussion needed
2014 Gather Data
Analysis
2015 PRODUCT STRATEGY
Strategic Outputs
KEY
UX Strategy to Kickoff March Madness Live @lisaestrin
1. Create a map of what the team is doing
![Page 22: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/22.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
![Page 23: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/23.jpg)
2. Create a central dashboard for all your data
UX Strategy to Kickoff March Madness Live @lisaestrin
1. Create a map of what the team is doing
![Page 24: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/24.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
2. Create a central dashboard for all your data
![Page 25: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/25.jpg)
Beloved data, user research & lessons learned
March 2014 - May 2014
Recap & Analysis
UX Strategy to Kickoff March Madness Live @lisaestrin
!
Desktop eye tracking study!
Audience segmentation study!
Push IO analytics reports!
Market analysis & trends!
Refined business goals & objectives!
Stakeholder interviews !
App store reviews!
Customer service reviews!
Vendor recaps!
Competitive analysis!
Usability study!
Analytics reports!
Product & feature evaluation!
Product brief development!
Product roadmap!
Apple & Google conferences for OS/platform updates!
Product design sprints
![Page 26: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/26.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
2. Create a central dashboard for all your data
![Page 27: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/27.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
2. Create a central dashboard for all your data
3. Show your work
1. Create a map of what the team is doing
![Page 28: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/28.jpg)
2015 (Targeting)
2015 (Still Considering)
2016 (Looking Ahead)
Description of feature Description of feature Description of feature
Pros / Cons Pros / Cons Pros / Cons
Supporting Research Supporting Research Supporting Research
Customer Service Reviews Competitive AnalysisUsability / Eyetracking 2014 Analytics / Performance Metrics
Stakeholder Interviews Audience Segmentation
UX Strategy to Kickoff March Madness Live @lisaestrin
3. Show your work
2015 PRODUCT ROADMAP
![Page 29: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/29.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
3. Show your work
Everyone has an opinion
Data
Editorial Native Development
Design/UX
Ad Sales
Ads
Marketing
Legal
Sponsors
Research
NCAACBS
Turner Executive
Management
ProductOperations
Product Technology
Turner Network
Sales
Turner TV Networks
Web Development
![Page 30: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/30.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
3. Show your work
2015 PRODUCT ROADMAP
![Page 31: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/31.jpg)
Product Design Sprints
Day 1: Understand
Day 2: Diverge
Day 3: Decide
Day 4: Prototype
Day 5: Validate
UX Strategy to Kickoff March Madness Live @lisaestrin
3. Show your work
2015 PRODUCT ROADMAP
![Page 32: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/32.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
Lessons Learned
1. Create a map of what the team is doing
2. Create a central dashboard for all your data
3. Show your work
• Align the troops • Data-driven decision making • Communicate our vision • Credibility • Transparency in process
• Cart before horse • Cross-team adoption • Overwhelming
![Page 33: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/33.jpg)
UX Strategy to Kickoff March Madness Live @lisaestrin
On our way…
UX Strategy
April MarchJuly
Product Strategy
May
Recap & AnalysisGather Data
2015 PRODUCT ROADMAP
June
Execution Go Live
You are here
![Page 34: UX STRAT 2014: Lisa Estrin, "Making Sense of the Madness: UX Strategy to Kick Off NCAA March Madness Live"](https://reader035.fdocuments.net/reader035/viewer/2022062308/558a5559d8b42a851e8b46b8/html5/thumbnails/34.jpg)
Lisa Estrin UX Lead, Turner Sports [email protected]
@lisaestrin
Thanks!
UX Strategy to Kickoff March Madness Live @lisaestrin
MARCH MADNESS IS HEREEEEEEEEE