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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.’
starting that organisation from scratch. how might you design the organisation in a way that will make it easier for it’s people to deliver great UX? ? exercise 2. design the ORG chart. where does UX fit in your organisation? how does a project come about in your organisation? How do you make sure it makes sense & is well designed? how do you incentivise good user experience in your organisation?
Being brave enough to share a vision (that might be wrong) 2. Being brave enough to set a goal (and stick to it long enough) 3. <Come up with strategy - simples> 4. Be able to maintain focus on executing strategy (allowing for feedback to correct path but not be distracted) 5. <Stop celebrating launches>
hard to do. - Short term focus - Functional accounting - Functional silos - Hierarchical rewards - Distance of management from customers - Shareholder value rather than customer value
execution 4. 3. 2. 1. vision (business purpose) what are you trying to achieve? what’s the plan? how do we execute the plan? customer experience business model business strategy customer journey map personas design principles KPIs and metrics prioritisation experience modelling design evaluation framework strategy driven methodology
mission, there is only one such focus, one starting point. It is the customer. The customer defines the business’ - Peter Drucker Management: Tasks, Responsibilities, Practice
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
organization chooses to undertake to deliver a series of (positive, exceptional) interactions which, when taken together, constitute an (product or service) offering that is superior in some meaningful, hard-to-replicate way; that is unique, distinct & distinguishable from that available from a competitor. - Steve Baty http://johnnyholland.org/2009/06/04/what-is-an-experience-strategy/
execution 4. 3. 2. 1. vision (business purpose) what are you trying to achieve? what’s the plan? how do we execute the plan? customer experience business model business strategy customer journey map personas design principles KPIs and metrics prioritisation experience modelling design evaluation framework strategy driven methodology
lost customers: volume & value with reasons 3. renewals with reasons 4. referals by customer group 5. revenue and profitability by customer group ref: Jeanne Bliss in Chief Customer Officer: Getting Past Lip Service to Passionate Action,
something relatively simple over really tricky interactions, something like a product page is a good choice) 1. defining (writing down) the primary persona for the page & their primary goals/desires for the interaction. 2. working out how you would measure success for this interaction 3. brainstorm key elements to include on the screen (individually then aggregate ideas) 4. prioritise elements using persona/business goals as criteria 5. designing the screen use a collaborative, strategic approach to the design by: capture your workings, you’re going to present this.
execution 4. 3. 2. 1. vision (business purpose) what are you trying to achieve? what’s the plan? how do we execute the plan? customer experience business model business strategy customer journey map personas design principles KPIs and metrics prioritisation experience modelling design evaluation framework strategy driven methodology
companies to deliver consistently good UX this is our most important, long term, strategic UX design project. don’t accept that business as usual is the way it should be.
strategic UX model to frame ‘naive’ questions for clarity around business strategy and offer assistance by facilitation we can’t wait for change before we act. use strategic UX create frameworks for bridging silos to build a shared understanding of a more holistic customer experience conduct & present UX project work in relation to business & CX strategy.