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