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BUILDING FOR PEOPLE Marko Dugonjić Creative Nights WebCamp Zagreb, 24. 11. 2012.

Building for People

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Page 1: Building for People

BUILDING FOR PEOPLEMarko DugonjićCreative Nights

WebCamp Zagreb 24 11 2012

Why Irsquom here

PROBLEMS

ndash Misinterpreted acronyms (UX CX UI)

ndash Assumptions about the user

ndash Complicated interfaces

ndash Hiring decorators

USER EXPERIENCE

The sum of all experiences with a product or service before during and aer the actual use of the product or service

CUSTOMER EXPERIENCE

The sum of all experiences a customer has with a supplier of goods or services over the duration of their relationship with that supplier

BRAND

ldquoA brand is much more than the logo it is the paern our brains expect based on everything we have previously heard seen and feltrdquo

mdash Reuben SteigerMethod NYC

USER INTERFACE

A user interface is the point of contact between humans and machines

WHO WE AREmdash a few assumptions mdash

REALITY CHECKmdash they donrsquot live by our rules mdash

ldquoYou donrsquot get to decide which platform or device your customers use to access your content they dordquo

mdash Karen McGrane author Content Strategy for Mobile

Life gt Need gt Use case gt Feature

CALL a DECORATORmdash Beautiful UItrade mdash

LOCAL MAXIMUM

IDEA 1

IDEA 2

Diffusion of innovations

Market share

Early Adopters 135

Early Majority 34Late Majority 34Laggards 16

Innovators 25

FOR EXAMPLEmdash It can be done mdash

MILLENIALS

ldquoThey donrsquot necessarily need to rebel against their parents because theyrsquove grown so close to them over the yearsrdquo

mdash John McFarlandChevroletrsquos Senior Manager

TAKE TWO

ldquoEvery part of everything I know about young people and the product they want they actually want to appear older than they arerdquo

mdash Joe BakerDesigner of the Code

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 2: Building for People

Why Irsquom here

PROBLEMS

ndash Misinterpreted acronyms (UX CX UI)

ndash Assumptions about the user

ndash Complicated interfaces

ndash Hiring decorators

USER EXPERIENCE

The sum of all experiences with a product or service before during and aer the actual use of the product or service

CUSTOMER EXPERIENCE

The sum of all experiences a customer has with a supplier of goods or services over the duration of their relationship with that supplier

BRAND

ldquoA brand is much more than the logo it is the paern our brains expect based on everything we have previously heard seen and feltrdquo

mdash Reuben SteigerMethod NYC

USER INTERFACE

A user interface is the point of contact between humans and machines

WHO WE AREmdash a few assumptions mdash

REALITY CHECKmdash they donrsquot live by our rules mdash

ldquoYou donrsquot get to decide which platform or device your customers use to access your content they dordquo

mdash Karen McGrane author Content Strategy for Mobile

Life gt Need gt Use case gt Feature

CALL a DECORATORmdash Beautiful UItrade mdash

LOCAL MAXIMUM

IDEA 1

IDEA 2

Diffusion of innovations

Market share

Early Adopters 135

Early Majority 34Late Majority 34Laggards 16

Innovators 25

FOR EXAMPLEmdash It can be done mdash

MILLENIALS

ldquoThey donrsquot necessarily need to rebel against their parents because theyrsquove grown so close to them over the yearsrdquo

mdash John McFarlandChevroletrsquos Senior Manager

TAKE TWO

ldquoEvery part of everything I know about young people and the product they want they actually want to appear older than they arerdquo

mdash Joe BakerDesigner of the Code

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 3: Building for People

PROBLEMS

ndash Misinterpreted acronyms (UX CX UI)

ndash Assumptions about the user

ndash Complicated interfaces

ndash Hiring decorators

USER EXPERIENCE

The sum of all experiences with a product or service before during and aer the actual use of the product or service

CUSTOMER EXPERIENCE

The sum of all experiences a customer has with a supplier of goods or services over the duration of their relationship with that supplier

BRAND

ldquoA brand is much more than the logo it is the paern our brains expect based on everything we have previously heard seen and feltrdquo

mdash Reuben SteigerMethod NYC

USER INTERFACE

A user interface is the point of contact between humans and machines

WHO WE AREmdash a few assumptions mdash

REALITY CHECKmdash they donrsquot live by our rules mdash

ldquoYou donrsquot get to decide which platform or device your customers use to access your content they dordquo

mdash Karen McGrane author Content Strategy for Mobile

Life gt Need gt Use case gt Feature

CALL a DECORATORmdash Beautiful UItrade mdash

LOCAL MAXIMUM

IDEA 1

IDEA 2

Diffusion of innovations

Market share

Early Adopters 135

Early Majority 34Late Majority 34Laggards 16

Innovators 25

FOR EXAMPLEmdash It can be done mdash

MILLENIALS

ldquoThey donrsquot necessarily need to rebel against their parents because theyrsquove grown so close to them over the yearsrdquo

mdash John McFarlandChevroletrsquos Senior Manager

TAKE TWO

ldquoEvery part of everything I know about young people and the product they want they actually want to appear older than they arerdquo

mdash Joe BakerDesigner of the Code

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 4: Building for People

USER EXPERIENCE

The sum of all experiences with a product or service before during and aer the actual use of the product or service

CUSTOMER EXPERIENCE

The sum of all experiences a customer has with a supplier of goods or services over the duration of their relationship with that supplier

BRAND

ldquoA brand is much more than the logo it is the paern our brains expect based on everything we have previously heard seen and feltrdquo

mdash Reuben SteigerMethod NYC

USER INTERFACE

A user interface is the point of contact between humans and machines

WHO WE AREmdash a few assumptions mdash

REALITY CHECKmdash they donrsquot live by our rules mdash

ldquoYou donrsquot get to decide which platform or device your customers use to access your content they dordquo

mdash Karen McGrane author Content Strategy for Mobile

Life gt Need gt Use case gt Feature

CALL a DECORATORmdash Beautiful UItrade mdash

LOCAL MAXIMUM

IDEA 1

IDEA 2

Diffusion of innovations

Market share

Early Adopters 135

Early Majority 34Late Majority 34Laggards 16

Innovators 25

FOR EXAMPLEmdash It can be done mdash

MILLENIALS

ldquoThey donrsquot necessarily need to rebel against their parents because theyrsquove grown so close to them over the yearsrdquo

mdash John McFarlandChevroletrsquos Senior Manager

TAKE TWO

ldquoEvery part of everything I know about young people and the product they want they actually want to appear older than they arerdquo

mdash Joe BakerDesigner of the Code

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 5: Building for People

CUSTOMER EXPERIENCE

The sum of all experiences a customer has with a supplier of goods or services over the duration of their relationship with that supplier

BRAND

ldquoA brand is much more than the logo it is the paern our brains expect based on everything we have previously heard seen and feltrdquo

mdash Reuben SteigerMethod NYC

USER INTERFACE

A user interface is the point of contact between humans and machines

WHO WE AREmdash a few assumptions mdash

REALITY CHECKmdash they donrsquot live by our rules mdash

ldquoYou donrsquot get to decide which platform or device your customers use to access your content they dordquo

mdash Karen McGrane author Content Strategy for Mobile

Life gt Need gt Use case gt Feature

CALL a DECORATORmdash Beautiful UItrade mdash

LOCAL MAXIMUM

IDEA 1

IDEA 2

Diffusion of innovations

Market share

Early Adopters 135

Early Majority 34Late Majority 34Laggards 16

Innovators 25

FOR EXAMPLEmdash It can be done mdash

MILLENIALS

ldquoThey donrsquot necessarily need to rebel against their parents because theyrsquove grown so close to them over the yearsrdquo

mdash John McFarlandChevroletrsquos Senior Manager

TAKE TWO

ldquoEvery part of everything I know about young people and the product they want they actually want to appear older than they arerdquo

mdash Joe BakerDesigner of the Code

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 6: Building for People

BRAND

ldquoA brand is much more than the logo it is the paern our brains expect based on everything we have previously heard seen and feltrdquo

mdash Reuben SteigerMethod NYC

USER INTERFACE

A user interface is the point of contact between humans and machines

WHO WE AREmdash a few assumptions mdash

REALITY CHECKmdash they donrsquot live by our rules mdash

ldquoYou donrsquot get to decide which platform or device your customers use to access your content they dordquo

mdash Karen McGrane author Content Strategy for Mobile

Life gt Need gt Use case gt Feature

CALL a DECORATORmdash Beautiful UItrade mdash

LOCAL MAXIMUM

IDEA 1

IDEA 2

Diffusion of innovations

Market share

Early Adopters 135

Early Majority 34Late Majority 34Laggards 16

Innovators 25

FOR EXAMPLEmdash It can be done mdash

MILLENIALS

ldquoThey donrsquot necessarily need to rebel against their parents because theyrsquove grown so close to them over the yearsrdquo

mdash John McFarlandChevroletrsquos Senior Manager

TAKE TWO

ldquoEvery part of everything I know about young people and the product they want they actually want to appear older than they arerdquo

mdash Joe BakerDesigner of the Code

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 7: Building for People

USER INTERFACE

A user interface is the point of contact between humans and machines

WHO WE AREmdash a few assumptions mdash

REALITY CHECKmdash they donrsquot live by our rules mdash

ldquoYou donrsquot get to decide which platform or device your customers use to access your content they dordquo

mdash Karen McGrane author Content Strategy for Mobile

Life gt Need gt Use case gt Feature

CALL a DECORATORmdash Beautiful UItrade mdash

LOCAL MAXIMUM

IDEA 1

IDEA 2

Diffusion of innovations

Market share

Early Adopters 135

Early Majority 34Late Majority 34Laggards 16

Innovators 25

FOR EXAMPLEmdash It can be done mdash

MILLENIALS

ldquoThey donrsquot necessarily need to rebel against their parents because theyrsquove grown so close to them over the yearsrdquo

mdash John McFarlandChevroletrsquos Senior Manager

TAKE TWO

ldquoEvery part of everything I know about young people and the product they want they actually want to appear older than they arerdquo

mdash Joe BakerDesigner of the Code

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 8: Building for People

WHO WE AREmdash a few assumptions mdash

REALITY CHECKmdash they donrsquot live by our rules mdash

ldquoYou donrsquot get to decide which platform or device your customers use to access your content they dordquo

mdash Karen McGrane author Content Strategy for Mobile

Life gt Need gt Use case gt Feature

CALL a DECORATORmdash Beautiful UItrade mdash

LOCAL MAXIMUM

IDEA 1

IDEA 2

Diffusion of innovations

Market share

Early Adopters 135

Early Majority 34Late Majority 34Laggards 16

Innovators 25

FOR EXAMPLEmdash It can be done mdash

MILLENIALS

ldquoThey donrsquot necessarily need to rebel against their parents because theyrsquove grown so close to them over the yearsrdquo

mdash John McFarlandChevroletrsquos Senior Manager

TAKE TWO

ldquoEvery part of everything I know about young people and the product they want they actually want to appear older than they arerdquo

mdash Joe BakerDesigner of the Code

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 9: Building for People

REALITY CHECKmdash they donrsquot live by our rules mdash

ldquoYou donrsquot get to decide which platform or device your customers use to access your content they dordquo

mdash Karen McGrane author Content Strategy for Mobile

Life gt Need gt Use case gt Feature

CALL a DECORATORmdash Beautiful UItrade mdash

LOCAL MAXIMUM

IDEA 1

IDEA 2

Diffusion of innovations

Market share

Early Adopters 135

Early Majority 34Late Majority 34Laggards 16

Innovators 25

FOR EXAMPLEmdash It can be done mdash

MILLENIALS

ldquoThey donrsquot necessarily need to rebel against their parents because theyrsquove grown so close to them over the yearsrdquo

mdash John McFarlandChevroletrsquos Senior Manager

TAKE TWO

ldquoEvery part of everything I know about young people and the product they want they actually want to appear older than they arerdquo

mdash Joe BakerDesigner of the Code

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 10: Building for People

ldquoYou donrsquot get to decide which platform or device your customers use to access your content they dordquo

mdash Karen McGrane author Content Strategy for Mobile

Life gt Need gt Use case gt Feature

CALL a DECORATORmdash Beautiful UItrade mdash

LOCAL MAXIMUM

IDEA 1

IDEA 2

Diffusion of innovations

Market share

Early Adopters 135

Early Majority 34Late Majority 34Laggards 16

Innovators 25

FOR EXAMPLEmdash It can be done mdash

MILLENIALS

ldquoThey donrsquot necessarily need to rebel against their parents because theyrsquove grown so close to them over the yearsrdquo

mdash John McFarlandChevroletrsquos Senior Manager

TAKE TWO

ldquoEvery part of everything I know about young people and the product they want they actually want to appear older than they arerdquo

mdash Joe BakerDesigner of the Code

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 11: Building for People

Life gt Need gt Use case gt Feature

CALL a DECORATORmdash Beautiful UItrade mdash

LOCAL MAXIMUM

IDEA 1

IDEA 2

Diffusion of innovations

Market share

Early Adopters 135

Early Majority 34Late Majority 34Laggards 16

Innovators 25

FOR EXAMPLEmdash It can be done mdash

MILLENIALS

ldquoThey donrsquot necessarily need to rebel against their parents because theyrsquove grown so close to them over the yearsrdquo

mdash John McFarlandChevroletrsquos Senior Manager

TAKE TWO

ldquoEvery part of everything I know about young people and the product they want they actually want to appear older than they arerdquo

mdash Joe BakerDesigner of the Code

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 12: Building for People

CALL a DECORATORmdash Beautiful UItrade mdash

LOCAL MAXIMUM

IDEA 1

IDEA 2

Diffusion of innovations

Market share

Early Adopters 135

Early Majority 34Late Majority 34Laggards 16

Innovators 25

FOR EXAMPLEmdash It can be done mdash

MILLENIALS

ldquoThey donrsquot necessarily need to rebel against their parents because theyrsquove grown so close to them over the yearsrdquo

mdash John McFarlandChevroletrsquos Senior Manager

TAKE TWO

ldquoEvery part of everything I know about young people and the product they want they actually want to appear older than they arerdquo

mdash Joe BakerDesigner of the Code

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 13: Building for People

LOCAL MAXIMUM

IDEA 1

IDEA 2

Diffusion of innovations

Market share

Early Adopters 135

Early Majority 34Late Majority 34Laggards 16

Innovators 25

FOR EXAMPLEmdash It can be done mdash

MILLENIALS

ldquoThey donrsquot necessarily need to rebel against their parents because theyrsquove grown so close to them over the yearsrdquo

mdash John McFarlandChevroletrsquos Senior Manager

TAKE TWO

ldquoEvery part of everything I know about young people and the product they want they actually want to appear older than they arerdquo

mdash Joe BakerDesigner of the Code

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 14: Building for People

Diffusion of innovations

Market share

Early Adopters 135

Early Majority 34Late Majority 34Laggards 16

Innovators 25

FOR EXAMPLEmdash It can be done mdash

MILLENIALS

ldquoThey donrsquot necessarily need to rebel against their parents because theyrsquove grown so close to them over the yearsrdquo

mdash John McFarlandChevroletrsquos Senior Manager

TAKE TWO

ldquoEvery part of everything I know about young people and the product they want they actually want to appear older than they arerdquo

mdash Joe BakerDesigner of the Code

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 15: Building for People

FOR EXAMPLEmdash It can be done mdash

MILLENIALS

ldquoThey donrsquot necessarily need to rebel against their parents because theyrsquove grown so close to them over the yearsrdquo

mdash John McFarlandChevroletrsquos Senior Manager

TAKE TWO

ldquoEvery part of everything I know about young people and the product they want they actually want to appear older than they arerdquo

mdash Joe BakerDesigner of the Code

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 16: Building for People

MILLENIALS

ldquoThey donrsquot necessarily need to rebel against their parents because theyrsquove grown so close to them over the yearsrdquo

mdash John McFarlandChevroletrsquos Senior Manager

TAKE TWO

ldquoEvery part of everything I know about young people and the product they want they actually want to appear older than they arerdquo

mdash Joe BakerDesigner of the Code

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 17: Building for People

TAKE TWO

ldquoEvery part of everything I know about young people and the product they want they actually want to appear older than they arerdquo

mdash Joe BakerDesigner of the Code

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 18: Building for People

ldquoCan you explain my bill to me pleaserdquo

mdash Frustrated customer

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 19: Building for People

ACTION ITEMSmdash You can do it mdash

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 20: Building for People

5TALK TO PEOPLE

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 21: Building for People

Photo credit Mikey Angels

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 22: Building for People

4FIND THE PROBLEM

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 23: Building for People

ldquoFocus on the hole not the drillrdquo

mdash Leisa Reichelt authorA Practical Guide to Strategic User Experience

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 24: Building for People

USE CASESFEATURES

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 25: Building for People

3DESIGN DONrsquoT

DECORATE

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 26: Building for People

2PROTOTYPE

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 27: Building for People

1LEAVE YOUR

COMFORT ZONE

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 28: Building for People

Thank youMarko Dugonjić

creativenightscommarkodugonjic

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom

Page 29: Building for People

Credits

Vuk Ćosić Leisa Reichelt Andy Budd Peter-Paul Koch Karen McGrane Peter Merholz Simon Sinek Whitney Hess Bill Buxton

hpenwikipediaorgwikiUser_experiencehpenwikipediaorgwikiCustomer_experience hpbitlyXKgwFYhpdribbblecomhpswwwlytrocomhpwwwnestcomhpwwwchevroletcom hpspower2switchcom


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Building for the people

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Building Better Companies by Building Better People

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