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Strategic User Experience         @leisa
Strategic User Experience         @leisa
‘everyone has a plan,until they getpunched in the face’- Mike Tyson, World Heavyweight Boxing Champion
Top Down   designing better environments for doing better UX Bottom Up  delivering strategy through execution
?what is stopping you from doing your best work for         your organisation
org chart           budgets & accounting        KPIs & targets      leadershippriorities       methodologyincentives      ...
The Golden Circle - Simon Sinek‘People don’t buy what you do, they buy why you do it’
a customer doesn’t buy a drill...
everyone has their face    toward the CEO andtheir ass toward the customer           - Jack Welch -
‘Culture eats strategy for  breakfast’
what are you trying to      achieve?                         1. vision                 (business purpose)  what’s the plan...
Business ModelYes! you need to understand it No! you don’t need an MBA         (unless you want one) Make sure you underst...
CustomerExperience
Customer Journey Mapping http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/
A team that has a shared missionthat is importantdoes not get thrown offby a bad quarter or a badpress report.- Gary Hemel
prototyping strategy        creating strategy through execution
the olden days
design is not linear
problem solving is squiggly
How I work now...       - get a multidisciplinary team quickly.      - sketch to HTML, stay out of photoshop      - real c...
prototyping beats abstraction
Be making,not documenting  what does it feel like?
Don’t work alone    a small, co-located team is best                -you (UX/IA)- 1 or 2 FE Developers (UX Developers?)   ...
Prototype in Code        say no to Axure.
Don’t Present .psd Files  spend as little time as possible in photoshop     only present to stakeholders in HTML
Experiment Immediately      embrace experimentation    make evidence based decisions
Prototype Change  make new things less scary
How to Break the Mould?  prototyping new strategies into existence
customer journey map                                 informed by one on one interviews                                    ...
true on current website      intent survey
search keyword analysisinternal site search terms
Hardcoded Prototypebuilt on Bootstrap framework
and it’s responsive!            surrey.ac.uk
Show, don’t tella design principle and a way of working
Make Decisions with Evidence      embrace experimentation    make evidence based decisions
card sorting   will people find courses they want in the subject groupings we propose?
super early click testingPROTOTYPE          CURRENT WEBSITE
Content Prototyping       content is crucial.    experiment with content
At which of these two universities would you prefer to study?
Prototypes    arePersuasiveexcite your stakeholders
Strategy lives in delivery              not in meetings
if you get a seat at the strategy table...bring a prototype
thank you!     @leisa
‘Culture eats strategy for breakfast’
‘Culture eats strategy for breakfast’
‘Culture eats strategy for breakfast’
‘Culture eats strategy for breakfast’
‘Culture eats strategy for breakfast’
‘Culture eats strategy for breakfast’
‘Culture eats strategy for breakfast’
‘Culture eats strategy for breakfast’
‘Culture eats strategy for breakfast’
‘Culture eats strategy for breakfast’
‘Culture eats strategy for breakfast’
‘Culture eats strategy for breakfast’
‘Culture eats strategy for breakfast’
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‘Culture eats strategy for breakfast’ Strategic User Experience (ConfabUK 2013)

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‘Culture eats strategy for breakfast’

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  • Very nice presentation and good informative, love this.
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  • I loved your 'The Business Model Canvas' and tried to applied before, great work. thanks for sharing with us...
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  • Super presentation Leisa, love it!
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