strategy patois [ux london, april 2011]

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Strategy Patois Language & tools to connect design and business value Kate Rutter, Experience Designer [email protected] @katerutter UX London 2011 #uxlondon #strategypatois

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The language of design and the language of business don’t often connect, yet each has their own important role in the success of the organization. In this presentation you'll see how to better ensure alignment with the overall goals of the enterprise.

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Page 1: Strategy Patois [UX London, April 2011]

Strategy Patois Language & tools to connect design and business value

Kate Rutter, Experience Designer [email protected] @katerutter

UX London 2011 #uxlondon #strategypatois

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I’m a designer and strategist. Designing delightful experiences makes me tick. Making things visual and visible makes my heart sing.

Over the past few years I’ve been highly motivated to get better at connecting design with business success.

Adaptive Path is a User Experience strategy and design consultancy. Our mission is to help companies make products and services that deliver great experiences that improve people’s lives.

Adaptive Path

Hi, I’m Kate.

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e journey

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what he expected

what we said!

blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah

the end result  

blah blah blah blah blah blah

blah blah blah blah

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is was me on the outside.

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(is was me on the inside.)

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We literally didn’t have the right words.

what he expected

what we said!

blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah

blah blah blah blah blah blah

blah blah blah blah

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We had different languages ~ words ~ delivery style ~ perception of key points

Trying to answer the same questions }

e meeting was frustrating. e credibility of the design team suffered. We knew we had to do better.

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1 } Align the dialects

2 } Show the strategy

3 } Don’t bury the lead

3 Learnings from the journey

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1 } Align the dialects Understand & heal the language difference

2 } Show the strategy

3 } Don’t bury the lead

3 Learnings from the journey

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Patois: A regional dialect, especially one without a literary tradition. Nonstandard speech.

http://www.wordnik.com/words/patois!

1 } align the dialects  

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Strategy Patois: A business dialect comprised of specialized and often quantitative terms, optimized to communicate the #nancial performance of a company.

1 } align the dialects  

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buzzword: A word or phrase connected with a specialized #eld or group that usually sounds important or technical and is used primarily to impress laypersons.

1 } align the dialects  

http://www.wordnik.com/words/buzzword!

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~ Erin McKean, American Lexicographer CEO of Wordnik and former Principal Editor of e New Oxford American Dictionary, second edition

“! “!I think when people make up words, they are trying to be more expressive, not less.

http://en.wikipedia.org/wiki/Erin_McKean!

1 } align the dialects  

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business innovation

shareholder value

bottom-line impact

cost leadership

market segmentation

cost-benefit analysis

total quality management

return on investment

design thinking

revenue model

value proposition

competitive analysis

benchmarking

cost management

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user experience!

user engagement!

human-centered design!

design thinking!

experience strategy!

qualitative research!

touchpoints !

empathy experiences!

look & feel!

interactions!

user journey!

key user flows!

participatory design!

usability!

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1 } align the dialects  

simple meaning!

specialized design

approach!

specialized business

term!

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A glossary of simple meanings }

1 } align the dialects  

Translate the terms

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Strategy Patois } e Biz 1 } align the dialects  

this... means this...

Value proposition Why people buy our stuff.

This initiative has a high ROI and a compelling value proposition. Based on our current revenue model, this should have a positive bottom-line impact this fiscal year.

Revenue model How we make money. Bottom-line impact Will this help our overall pro#ts? ROI When is this going to pay off and

by how much?

is product has the chance to pay off big, and there are clear reasons

why people will buy it. is should make us money this year.

=!Strategy Patois | UX London 2011 | April 2011 | 19

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A glossary of simple meanings }

1 } align the dialects  

Translate the terms

Strategy Patois | UX London 2011 | April 2011 | 20

Product Management means this... Market segmentation Who are our customers and why? Competitive analysis What is everybody else doing? Cost/bene#t analysis Will we be better off if we do this?

User-centered design Making sure a person using our product is successful

Key user $ows e steps a person takes when using our stuff Empathy experiences Watching how people use our stuff and using this

knowledge to make our products better

Product Design means this...

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Listen and ask for de#nition ~ listen for patois terms ~ ask for & offer clari#cation ~ identify the simple meaning

Trying to answer the same questions }

Address specialized business terms with design solutions that align with business performance.

what we can do 1 } align the dialects  

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1 } Align the dialects

2 } Show the strategy Use strategy tools to connect design work

with business impact

3 } Don’t bury the lead

3 Learnings from the journey

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design

technology users

business

engineering!

strategy!2 } show the strategy  

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Signs you need a strategy...

is redesign will #x everything.

What’s the expected ROI on this design?

We need to create a product/service platform

or multi-channel experience. NOW.

Everyone agrees on what the design must accomplish, but everyone has a different idea of how.

Everyone agrees something has to be done about the design, but no one is sure what.

2 } show the strategy  

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What is a design strategy? A plan of action to produce commercially successful offerings that re$ect the constraints of business, technology and user needs.

What questions does an effective strategy answer? } 1. Where can design be most effective?

2. What kind of experiences do potential features deliver?

3. How will success be valued and measured? 4. How will the product evolve in the future?

2 } show the strategy  

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Ishikawa diagram Prioritization chart }

2 } show the strategy  

Where can design be most effective?

What kind of experiences do potential features deliver?

How will success be valued and measured?

How will the product evolve in the future?

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Photos  are  selected  which  are  impossible  for  editors  to  process  

Stock photo failure!

Ishikawa diagram : A diagram of a problem broken down into it's principal root causes

2 } show the strategy  

Unsure  how  Date  image  taken  is  unknown  

Country  unknown  

Owner  unwilling  

Owner  unknown  

Too  much  effort  

Form too hard to complete

Can’t  iden?fy  person/model  

Can’t  contact  person  

Model  unwilling  to  sign  

Lost  original  

Taken  at  a  low  resolu?on  seCng  

Can’t  complete  image  details  

Can’t  get  a  model  release  

Can’t  get  property  release  

There  is  no  higher  resolu6on  

SEARCH

TUTORIAL

USABILITY

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Prioritization chart: A forced-ranking activity that determines which problems to solve #rst.

2 } show the strategy  

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Prioritization chart: A forced-ranking activity that determines which problems to solve #rst.

2 } show the strategy  

Severity  

Value  

Date is unknown!

Model  unwilling  to  

sign  

Owner is unknown!

Form is difficult to complete!People unsure

how to get property release!

Reduce photos taken

a low resolution!

Consider  

Focus  

Neglect  

Your  design  must  address  these  

Unwise  use  of  ?me  to  address  these    

Your  design  should  accommodate  these  

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Prioritization chart: A forced-ranking activity that determines which problems to solve #rst.  

2 } show the strategy  

The design will address these issues:

Form is difficult to complete!

People unsure how to get property release!

And accommodate these:

Owner is unknown!

Reduce photos taken

a low resolution!

And this is what we’re not going to address:

Date is unknown!

Model unwilling to

sign!

Project Design Priorities

1. Ensure that photos selected for editors are possible to process.

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Where can design be most effective?

What kind of experiences do potential features deliver?

How will success be valued and measured?

How will the product evolve in the future?

2 } show the strategy  

Storyboards (with a twist) }

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Storyboards: A comic-style illustration that tells the story of people interacting with the product or service.

2 } show the strategy  

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Storyboards: A comic-style illustration that tells the story of people interacting with the product or service.

2 } show the strategy  

Brainstorming

Refined version

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Where can design be most effective?

What kind of experiences do potential features deliver?

How will success be valued and measured?

How will the product evolve in the future?

2 } show the strategy  

Conversion model } Strategy Patois | UX London 2011 | April 2011 | 34

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Travel organizer!

Conversion model: A visualization that displays data metrics for each step in a multi-step process.

2 } show the strategy  

Register! Log in!Enter trip

details!Confirm trip

details!Access

details on trip!

70% 29% 38% 20%

154 users access their trip details for every

10,000 that register

.70

.29

.38 x .20

.0154

10,000 x .0154

154

7,000! 2,000! 760! 150!10,000!

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Travel organizer!

Conversion model: A visualization that displays data metrics for each step in a multi-step process.

2 } show the strategy  

770 users access their trip details for every

10,000 that register

.70

.29 x .38 .0771

10,000 x .077

770

7,000! 2,000! 760!

70% 29% 38%

10,000!

Forward trip details! Log in!

Confirm trip details!

Access details on trip!

Automa?cally  create  account  and  send  email  

Offer  more  ways  for  user  to  access  trip  

data  

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Where can design be most effective?

What kind of experiences do potential features deliver?

How will success be valued and measured?

How will the product evolve in the future?

2 } show the strategy  

Product evolution map } Strategy Patois | UX London 2011 | April 2011 | 37

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Product evolution map: Describes the evolutional stages of a product, including features and revenue model.

2 } show the strategy  

Free  accounts  Premium  accounts  

revenu

e  

Gamma  

A platform for sharing, organizing, and exploration yourself through photos

Interes?ngness  Organizr  Geo-­‐tagging  Order  prints  Blog  integra?on  Mobile  connec?vity  

Prin?ng  Adver?sing  

Beta  

Online photo management and sharing application

Upload  Store  View  Tag  Share  Contacts  

features  

stage  

Photo-sharing Product evolution!

Delta  

A brand for visual expression and exploration

Flickr  events  Flickr  travel  groups  Flickr  local  

Partnerships  Licensing  fees  

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Practice our strategy chops ~ #nd the right tool for the job ~ host participatory sessions with biz folks ~ capture and reinforce decisions

Increase con#dence in design choices }

Decisions informed by thoughtful, intentional choices. But we need to make the time to focus on the impact, not just the interface.

what we can do 2 } show the strategy  

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1 } Align the dialects

2 } Show the strategy

3 } Don’t bury the lead Develop short, concise answers to key questions

3 Learnings from the journey

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~ T. S. Eliot

“! “!If I had more time, I would have written a shorter letter.

3 } don’t bury the lead  

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Designers = storytellers

Attention, focus and the credibility that the design team has its shit together.

3 } don’t bury the lead  

Sometimes we need punchlines, not stories.

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Biz Buddy } 3 } don’t bury the lead  

Know what will be asked.

Practice brevity

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what he expected

what we said!

blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah

the end result  

blah blah blah blah blah blah

blah blah blah blah

3 } don’t bury the lead  

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Biz Buddy: A helpful insider with knowledge of the priorities and perspectives of our business colleagues.

3 } don’t bury the lead  

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can I run this by you

first?!Sure. I’d be happy to give a listen.

what is she going to

ask?!

She’ll ask: when you can get it

done, and how much money will it save.

how long do I have?! She listens

for about 2 minutes

max.

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Know what will be asked

Practice brevity

2 } show the strategy  

e pitch }

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e pitch: A short, concise and relevant summary of the work.

3 } don’t bury the lead  

For [target customers] who are dissatisfied with [current

market offering], [product name] is a [new product

category] that provides [key benefit]. Unlike [product

alternative], we have [differentiating attribute] that helps

customers accomplish [key need.]

elevator pitch!

Strategy Patois | UX London 2011 | April 2011 | 47

twitpitch *!_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ * Coined by Stowe Boyd in 2008

  Focus on what it is and why it matters.   Introduce the how it works only if asked.

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Be a great pitcher ~ answer questions in short form with just the facts ~ consider what biz folks are hearing

Build 2-way credibility & mutual respect }

what we can do 3 } don’t bury the lead  

Be collaboration partners ~ facilitate design strategy conversations ~ embrace participation

Build empathy & understanding }

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1 } Align the dialects 2 } Show the strategy 3 } Don’t bury the lead

4 } Keep your soul Protect your passion and sense of self in

a culture with a different value system.

4 3 Learnings from the journey

Strategy Patois | UX London 2011 | April 2011 | 49

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e reallyreally big picture Products & services that delight, that inspire and that improve the lives of the people who use them.

4 } Keep your soul  

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~ Jane McGonigal Game designer & Director of Game Research & Development at the Institute for the Future

http://en.wikipedia.org/wiki/Jane_McGonigal!

4 keys to happiness:  Have satisfying work to do

 e chance to be good at something

 Connections with people we truly like

 e opportunity to be a part of something bigger

4 } Keep your soul  

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4 } Keep your soul  

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When it all works A shared organizational commitment to products & services that delight, that inspire and that improve the lives of the people who use them.

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e journey

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reference: Building Design Strategy: omas Lockwood and omas Walton, ed., (2008)

Corporate Strategy: http://en.wikipedia.org/wiki/Michael_Porter

Ishikawa Diagrams: http://en.wikipedia.org/wiki/Ishikawa_diagram

Elevator Pitch: Geoffrey A. Moore, Crossing the Chasm (2002)

Sticky Ideas: Chip and Dan Heath, Made to Stick (2007)

Illustrating Concepts: Dan Roam, Back of the Napkin (2008)

Adaptive Path, Subject to Change (2008)

Corporate Philosophy: Yvon Chouinard, Let My People Go Sur#ng (2006)

blogs: Design inking, Tim Brown (IDEO) http://designthinking.ideo.com/

Metacool: Diego Rodriguez (IDEO) http://metacool.typepad.com/metacool/

A Designer’s Guide to Strategy, Brandon Schauer (Adaptive Path) www.brandonschauer.com/blog

Customer Experience Matters, Bruce Temkin (Forrester) http://experiencematters.wordpress.com/

e Berkun Blog, Scott Berkun (indie) http://www.scottberkun.com/blog/

McKinsey: What Matters, Misc. (McKinsey) http://whatmatters.mckinseydigital.com/

Good Experience, Mark Hurst (indie) http://goodexperience.com/

Putting People First, Experientia http://www.experientia.com/blog

Suggested Reading

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Amsterdam: April 18-21 www.adaptivepath.com/events twitter: #uxintensive 15% off with code FOKR

San Francisco : August 23-26 www.uxweek.com twitter: #uxweek 15% off with code FOKR

Shout-out to Henning Fischer and Brandon Schauer for the strategy tools slides, and to all the Adaptive Path folks who shared their project work.

More UX goodness

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thanks! e slides are

on slideshare at: www.slideshare.net/intelleto

Kate Rutter, Experience Designer [email protected] www.adaptivepath.com twitter : @katerutter @adaptivepath

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Primary typeface is Adobe Garamond Pro. Business dialect typeface is Lucida Console Design dialect typeface is Bradley Hand ITC!

Inner voice typeface is Handwriting - Dakota!

Image credits:

Title slide: Public Domain Image of World Map from Page 3 of the book, Spokesman-Review Handy Atlas of the World, "Published Expressly For e Spokesman-Review, Spokane, Wash. 1911", Copyright 1910 C.S. Hammond &Co., New York Journey image: http://www.$ickr.com/photos/32920110@N07/3484895197/sizes/l/ Madonna: http://www.$ickr.com/photos/28668451@N00/77567133/ Rosetta stone: http://www.aucegypt.edu/academics/dept/hist/PublishingImages/Rosetta%20Stone.jpeg Myths of innovation cover : http://fyi.oreilly.com/9780596527051_lrg.jpg * Other images credited on slides Illustrations

Storyboard illustrations by Brandon Schauer Hand sketches by Kate Rutter.

colophon

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