And the secret to exponential growth.

UXLEADERSHIP

They have 2 things in common: 1.  They were not considered to be leaders

growing up.

2.  They are the most prolific business leaders of all time, outstripping the shareholder value delivery of any of their Fortune 500 predecessors.

Market Caps Google = $369 billion, est 1998 Amazon = $164 billion, est 1994 Apple = $700 billion, est 1976 Facebook =$170 billion, est 2004 Walmart = $245 billion, est 1962 Twitter = $30 billion, est 2006

Leadership is not wisdom, personal charisma, or will-to-power. It is a condition that arises when clarity of purpose (which permits unambiguous action) exists within the organization.

Pangaro

They are not society’s version of a typical leader.

7 Traits of UX-Led Businesses

1.  They clearly define and communicate

the higher level purpose of the company.

!‘We wanted to create joy for our people and our customers’!- Chip Conley, ex-CEO of Joie de Vivre Hotels!

Chip Conley, Founder of Joie De Vivre Hotels & fest300.com

2. They identify, challenge and

constantly revisit the PURCHASE DRIVERS in their industry/product category.

e.g. freshness in bakeries, wait times in banking, !!Selection, price and shipping period in e-commerce!

3. They clearly define, articulate, physically

draw, digitise, share and constantly revisit a map of the ideal customer experience.

4. They have a leadership team that understands the vision for the experience and are willing to put the the customer’s experience ahead of other need sets*

*generally these red herrings are short term commercial pressures or organisational efficiency issues!

5. They build systems that support the defined experience and it’s composite experiential ‘slices’.

6. They have team members who are clear about which part of the experience they own, and who consciously put this above politics, personalities and power struggles.

7. They keep iterating the slices towards a better experience.

When people that work in any position of leadership in a company :

Are aware of their roles as experience

designers;

Are able to weave a specific, relevant ethos into these experiences…

THE RESULT IS DEEP COMPETITIVE ADVANTAGE.

UX-isms

THIS WAS DESIGNED

There were people that made decisions, an experience was deployed and customers lived the experience.

EXPERIENCE MAPPING The beginning of any UX Led business is a mapped experience for key stakeholders.

THIN SLICE

“Thin slicing” allows you to focus on improving an aspect of the experience without necessarily changing the whole experience.

MAKE, BREAK, REPEAT

An iterative culture creates room for experimentation and encourages rapid prototyping.

The process of mapping the user experience with a diverse team increases your organisational intelligence, provides insight into how team members understand their customer, combats politics and improves processes.

TEAM UX

“SPEAKS IT’S POWER”

When a touch point or experience design feature clearly leads the user to an intuitive action.

Is there a part of the experience that results in word of mouth and real ‘pick up’ in usage of the product/experience.

POISONED TIP

THINK OUTSIDE IN

Experience innovators do not view the experience through the lens of systems constraints. They look at the world through the ideal experience of the user and how the system can support that experience.

Microinteractions They are the features within the features that build trust. Small details that make up the difference between a product you tolerate and a product you love.

We often look for the wow factor in an experience whilst missing the fact that most users would really appreciate attention to basic details.

BRILLIANT BASICS

IT’S ALWAYS DAY ONE

There’s always more invention in the future. Always more customer innovation. New ways to obsess over customers. - Jeff Bezos

Patrick Carmody

UXFOUNDRY.CO.ZA