Strategy Patois [UX London, April 2011]

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The language of design and the language of business dont 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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  • 1. Strategy PatoisLanguage & tools to connectdesign and business valueUX London 2011#uxlondon #strategypatoisKate Rutter, Experience Designerkate@adaptivepath.com@katerutter

2. Hi, Im Kate. Im a designer and strategist. Designing delightful experiences makes me tick. Making things visual and visible makes my heart sing. Over the past few years Ive been highly motivated to get better at connecting design with business success.Adaptive PathAdaptive Path is a User Experience strategy and design consultancy.Our mission is to help companies make products and services thatdeliver great experiences that improve peoples lives.Strategy Patois | UX London 2011 | April 2011 | 2 3. e journey 4. the end result blah blah blahwhat we what he blah blah blahblah blah blah blahblah blah blah said!expected blah blah blah blahblahblahblah blah blahblah blah blah Strategy Patois | UX London 2011 | April 2011 | 4 5. is was meon the outside.Strategy Patois | UX London 2011 | April 2011 | 5 6. (is was meon the inside.)Strategy Patois | UX London 2011 | April 2011 | 6 7. blah blah blahblah blah blahwhat wewhat heblah blah blah blahblah blah blah expectedblah blah blah blah said!blahblahblah blah blahblah blah blahWe literally didnt have the right words.Strategy Patois | UX London 2011 | April 2011 | 7 8. We had dierent languages~ words~ delivery style~ perception of key points }Trying to answerthe same questions e meeting was frustrating. e credibility of the design team suered. We knew we had to do better. Strategy Patois | UX London 2011 | April 2011 | 8 9. 3 Learnings from the journey1 } Align the dialects2 } Show the strategy3 } Dont bury the lead Strategy Patois | UX London 2011 | April 2011 | 9 10. 3 Learnings from the journey1 } Align the dialectsUnderstand & heal the language dierence2 } Show the strategy3 } Dont bury the lead Strategy Patois | UX London 2011 | April 2011 | 10 11. 1 } align the dialects Patois:A regional dialect, especially onewithout a literary tradition.Nonstandard speech.http://www.wordnik.com/words/patois! Strategy Patois | UX London 2011 | April 2011 | 11 12. 1 } align the dialects Strategy Patois:A business dialect comprised of specializedand often quantitative terms, optimized tocommunicate the nancial performance ofa company.Strategy Patois | UX London 2011 | April 2011 | 12 13. 1 } align the dialects buzzword:A word or phrase connected with aspecialized eld or group that usuallysounds important or technical and is usedprimarily to impress laypersons.http://www.wordnik.com/words/buzzword! Strategy Patois | UX London 2011 | April 2011 | 13 14. 1 } align the dialects ! I think when people make up words, they are trying to be more expressive, not less. !~ Erin McKean, American LexicographerCEO of Wordnik and former Principal Editor ofe New Oxford American Dictionary, second editionhttp://en.wikipedia.org/wiki/Erin_McKean! Strategy Patois | UX London 2011 | April 2011 | 14 15. revenue modelshareholder value return on investment market segmentation competitive analysisbottom-line impactvalue propositionbenchmarking cost leadershiptotal quality managementcost-benefit analysis business innovationdesign thinking cost management Strategy Patois | UX London 2011 | April 2011 | 15 16. user experience!experience strategy!key user flows! look & feel!human-centered design!touchpoints! design thinking!user engagement!usability!interactions!empathy experiences!participatory design!qualitative research! user journey!Strategy Patois | UX London 2011 | April 2011 | 16 17. 1 } align the dialects specializedbusinessterm! ple sim g! me aninspecialized design approach!Strategy Patois | UX London 2011 | April 2011 | 17 18. 1 } align the dialects Translate the terms } A glossary of simple meanings Strategy Patois | UX London 2011 | April 2011 | 18 19. 1 } align the dialects Strategy Patois } e Biz this... means this...Value propositionWhy people buy our stu.Revenue modelHow we make money.Bottom-line impact Will this help our overall pro ts?ROIWhen is this going to pay o and by how much?This initiative has a high ROI is product has the chance to pay=!and a compelling valueproposition. Based on ouro big, and there are clear reasonscurrent revenue model, thiswhy people will buy it. is shouldshould have a positive bottom- make us money this year.line impact this fiscal year.Strategy Patois | UX London 2011 | April 2011 | 19 20. 1 } align the dialects Translate the terms }A glossary of simplemeaningsProduct Management means this... Market segmentation Who are our customers and why? Competitive analysisWhat is everybody else doing? Cost/bene t analysisWill we be better o if we do this?Product Design means this... User-centered designMaking sure a person using our product is successful Key user owse steps a person takes when using our stu Empathy experiences Watching how people use our stu and using this knowledge to make our products betterStrategy Patois | UX London 2011 | April 2011 | 20 21. 1 } align the dialects what we can do Listen and ask for de nition ~ listen for patois terms ~ ask for & oer clari cation ~ identify the simple meaning }Trying to answerthe same questions Address specialized business terms with design solutions that align with business performance. Strategy Patois | UX London 2011 | April 2011 | 21 22. 3 Learnings from the journey1 } Align the dialects2 } Show the strategyUse strategy tools to connect design workwith business impact3 } Dont bury the leadStrategy Patois | UX London 2011 | April 2011 | 22 23. 2 } show the strategy trat egy!sbusinessdesign technology usersengin eering! Strategy Patois | UX London 2011 | April 2011 | 23 24. 2 } show the strategy Signs you need a strategy...Whats the is redesign will expected ROI on this design?x everything.We need to create aproduct/service platformor multi-channel experience. NOW.Everyone agreesEveryone agrees on what thesomething has to bedesign must accomplish,done about the design, but everyone has a dierentbut no one is sure what. idea of how. Strategy Patois | UX London 2011 | April 2011 | 24 25. 2 } show the strategy What is a design strategy? A plan of action to produce commercially successful oerings that re ect the constraints of business, technology and user needs.}1. Where can design be most eective?What questions2. What kind of experiences do potentialdoes an eective features deliver?strategy answer?3. How will success be valued and measured?4. How will the product evolve in the future? Strategy Patois | UX London 2011 | April 2011 | 25 26. 2 } show the strategy Where can design bemost eective?What kind of experiences } Ishikawa diagram Prioritization chartdo potential features deliver?How will success bevalued and measured?How will the productevolve in the future? Strategy Patois | UX London 2011 | April 2011 | 26 27. 2 } show the strategy Ishikawa diagram : A diagram of a problem broken down into its principal root causes Stock photo failure! Cant complete Cant get image details property release Unsure how TUTORIALDate image taken is unknown Owner unwilling Owner unknown Country unknown Too much eort Photos are selected which are impossible for editors Form too hard to process USABILITY to complete Cant iden?fy Lost original person/model Cant contact person Taken at a low Model unwilling resolu?on SEARCHto sign seCng Cant get a There is no model release higher resolu6on Strategy Patois | UX London 2011 | April 2011 | 27 28. 2 } show the strategy Prioritization chart: A forced-ranking activity that determineswhich problems to solve rst. Strategy Patois | UX London 2011 | April 2011 | 28 29. 2 } show the strategy Prioritization chart: A forced-ranking activity that determines which problems to solve rst. Form isdifcult toFocus People unsurecomplete!how to get propertyYour design must release! address these ReduceSeverity photos takenOwner isa lowunknown!resolution! Consider Your design should accommodate these Model unwilling to sign Date is Unwise use of ?me Neglect unknown! to address these Value Strategy Patois | UX London 2011 | April 2011 | 29 30. 2 } show the strategy Prioritization chart: A forced-ranking activity that determineswhich problems to solve rst. Project Design Priorities 1. Ensure that photos selected for editors are possible to process. The design will And And this is what address these accommodate were not going to issues: these:address:Form isReduceModel photos takenunwilling to difcult toa low complete!resolution! sign! People unsurehow to getOwner is Date is property unknown!unknown!release!Strategy Patois | UX London 2011 | April 2011 | 30 31. 2 } show the strategy Where can design bemost eective?What kind of experiences }do potential features deliver?How will success be Storyboards (with a twist)valued and measured?How will the productevolve in the future? Strategy Patois | UX London 2011 | April 2011 | 31 32. 2 } show the strategy Storyboards: A comic-style illustration that tells the story ofpeople interacting with the product or service. Strategy Patois | UX London 2011 | April 2011 | 32 33. 2 } show the strategy Storyboards: A comic-style illustration that tells the story ofpeople interacting with the product or service. BrainstormingRefined version Strategy Patois | UX London 2011 | April 2011 | 33 34. 2 } show the strategy Where can design bemost eective?What kind of experiencesdo potential features deliver?How will success be valuedand measured?} Conversion modelHow will the product evolvein the future? Strategy Patois | UX London 2011 | April 2011 | 34 35. 2 } show the strategy Conversion model: A visualization that displays data metrics for each step in a multi-step process. Travel organizer! Enter trip Conrm trip Access .70Register! Log in! details!details! details on trip!.29 .38 x .20.0154 10,00070% 29% 38% 20% x .0154154154 usersaccess their trip detailsfor every10,000!7,000! 2,000!760! 150! 10,000 that registerStrategy Patois | UX London 2011 | April 2011 | 35 36. 2 } show the strategy Conversion model: A visualization that displays data metrics for each step in a multi-step process. Travel organizer! Forward tripConrm tripAccess.70 details!Log in! details!details on trip! .29Oer more x .38 Automa?cally create account ways for user .0771and send email to access trip data 10,000x .077 77070%29%38% 770 users access theirtrip details for every10,000! 7,000!2,000!760! 10,000 thatregisterStrategy Patois | UX London 2011 | April 2011 | 36 37. 2 } show the strategy Where can design bemost eective?What kind of experiencesdo potential features deliver?How will success bevalued and measured?How will the productevolve in the future?} Product evolution map Strategy Patois | UX London 2011 | April 2011 | 37 38. 2 } show the strategy Product evolution map: Describes the evolutional stages of a product, including features and revenue model. Photo-sharing Product evolution!stage Beta Gamma Delta Online photoA platform for sharing, A brand for visual management andorganizing, and expression and sharing application exploration yourselfexploration through photosfeatures Upload Interes?ngness Flickr events Store Organizr Flickr travel groups View Geo-tagging Flickr local Tag Order prints Share Blog integra?on Contacts Mobile connec?vity Free accounts Prin?ng Partnerships revenue Premium accounts Adver?sing Licensing fees Strategy Patois | UX London 2011 | April 2011 | 38 39. 2 } show the strategy what we can do 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.Strategy Patois | UX London 2011 | April 2011 | 39 40. 3 Learnings from the journey1 } Align the dialects2 } Show the strategy3 } Dont bury the leadDevelop short, concise answers to key questionsStrategy Patois | UX London 2011 | April 2011 | 40 41. 3 } dont bury the lead ! If I had more time, I would have written a shorter letter.!~ T. S. Eliot Strategy Patois | UX London 2011 | April 2011 | 41 42. 3 } dont bury the lead Designers = storytellers Sometimes we need punchlines, not stories.Attention, focus and the credibility that thedesign team has its shit together.Strategy Patois | UX London 2011 | April 2011 | 42 43. 3 } dont bury the lead Know what will be asked.Practice brevity} Biz BuddyStrategy Patois | UX London 2011 | April 2011 | 43 44. 3 } dont bury the lead the end result blah blah blah what wewhat heblah blah blah blah blah blah blah blah blah blahsaid! expectedblah blah blah blah blah blahblah blah blah blah blah blah Strategy Patois | UX London 2011 | April 2011 | 44 45. 3 } dont bury the lead Biz Buddy:A helpful insider with knowledge of the prioritiesand perspectives of our business colleagues.what is sheShell ask: whenyou can get it going to done, and how much ask?! money will it save. can I runthis by youhow long first?! Sure. Id beShe listenshappy todo I have?!for about give a 2 minuteslisten.max.Strategy Patois | UX London 2011 | April 2011 | 45 46. 2 } show the strategy Know what will be askedPractice brevity} e pitchStrategy Patois | UX London 2011 | April 2011 | 46 47. 3 } dont bury the lead e pitch: A short, concise and relevant summary of the work.elevator pitch!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.]____________________________________twitpitch *!________________________________________________________________________________________________________* Coined by Stowe Boyd in 2008 Focus on what it is and why it matters. Introduce the how it works only if asked. Strategy Patois | UX London 2011 | April 2011 | 47 48. 3 } dont bury the lead what we can do 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 Be collaboration partners ~ facilitate design strategy conversations ~ embrace participation}Build empathy & understandingStrategy Patois | UX London 2011 | April 2011 | 48 49. 4 3 Learnings from the journey1 } Align the dialects2 } Show the strategy3 } Dont bury the lead4 } Keep your soulProtect your passion and sense of self ina culture with a dierent value system. Strategy Patois | UX London 2011 | April 2011 | 49 50. 4 } Keep your soul e reallyreally big pictureProducts & services that delight, thatinspire and that improve the lives of thepeople who use them.Strategy Patois | UX London 2011 | April 2011 | 50 51. 4 } Keep your soul 4 keys to happiness:Have satisfying work to doe chance to be good at somethingConnections with people we truly likee opportunity to be a part of~ Jane McGonigalsomething bigger Game designer & Director of Game Research & Development at theInstitute for the Future http://en.wikipedia.org/wiki/Jane_McGonigal! Strategy Patois | UX London 2011 | April 2011 | 51 52. 4 } Keep your soul When it all worksA shared organizational commitment toproducts & services that delight, thatinspire and that improve the lives of thepeople who use them. Strategy Patois | UX London 2011 | April 2011 | 52 53. e journey 54. Strategy Patois | UX London 2011 | April 2011 | 54 55. Strategy Patois | UX London 2011 | April 2011 | 55 56. Suggested Reading reference: blogs: Building Design Strategy:Design inking, Tim Brown (IDEO) omas Lockwood and omas Walton, ed., (2008) http://designthinking.ideo.com/ Corporate Strategy:Metacool: Diego Rodriguez (IDEO) http://en.wikipedia.org/wiki/Michael_Porterhttp://metacool.typepad.com/metacool/ Ishikawa Diagrams: A Designers Guide to Strategy, Brandon Schauer http://en.wikipedia.org/wiki/Ishikawa_diagram(Adaptive Path) www.brandonschauer.com/blog Elevator Pitch:Customer Experience Matters, Bruce Temkin Georey A. Moore, Crossing the Chasm (2002)(Forrester) http://experiencematters.wordpress.com/ Sticky Ideas:e Berkun Blog, Scott Berkun (indie) Chip and Dan Heath, Made to Stick (2007) http://www.scottberkun.com/blog/ Illustrating Concepts: McKinsey: What Matters, Misc. (McKinsey) Dan Roam, Back of the Napkin (2008)http://whatmatters.mckinseydigital.com/ Adaptive Path, Subject to Change (2008)Good Experience, Mark Hurst (indie)http://goodexperience.com/ Corporate Philosophy: Yvon Chouinard, Let My People Go Sur ng (2006) Putting People First, Experientiahttp://www.experientia.com/blogStrategy Patois | UX London 2011 | April 2011 | 56 57. More UX goodness Amsterdam: April 18-21 www.adaptivepath.com/events twitter: #uxintensive 15% o with code FOKR San Francisco : August 23-26 www.uxweek.com twitter: #uxweek 15% o with code FOKRShout-out to Henning Fischer and Brandon Schauer for the strategy toolsslides, and to all the Adaptive Path folks who shared their project work.Strategy Patois | UX London 2011 | April 2011 | 57 58. thanks! e slides are on slideshare at:www.slideshare.net/intelleto Kate Rutter, Experience Designer kate@adaptivepath.com www.adaptivepath.com twitter : @katerutter @adaptivepath Strategy Patois | UX London 2011 | April 2011 | 58 59. colophonPrimary typeface is Adobe Garamond Pro.Business dialect typeface is Lucida ConsoleDesign 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 theWorld, "Published Expressly For e Spokesman-Review, Spokane, Wash. 1911", Copyright 1910 C.S. Hammond&Co., New YorkJourney 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.jpegMyths of innovation cover : http://fyi.oreilly.com/9780596527051_lrg.jpg* Other images credited on slidesIllustrationsStoryboard illustrations by Brandon SchauerHand sketches by Kate Rutter. Strategy Patois | UX London 2011 | April 2011 | 59