Morgan McKeagneyiQ Contentwww.iqcontent.com@morganmckmorgan@iqcontent.com

On tulips & hubris: is UX a bubble?

UX MasterclassJohannesburg, South Africa30 March, 2012

Build it and they will come.

http://www.youtube.com/watch?v=ZdREFJnNa2M&feature=player_embedded#!

The “expert” opinion

Right. But what’s all this got to do with UX?

Source: Lanyard.com, 12th September 2011

Explosion in UX jobs & salaries

IA?

UX?iXD?

content strategist?

Misinterpreted Jobs Effect: Design Fethisism*

CooperFlow

Fjord

iQContent

Losing sight of what really matters?

“Make my life simpler & better”

“I have $10. Where do I put it?”

UX as a strategic weapon: high performance through insight & design

Results & problem-solving focus: sales, conversion, cost deflection

Move beyond reports: become problem-solvers, makers & doers

It takes all sorts: embracing technology & multidisciplinary teams

Getting serious about data: insight, reporting, ROI

6Six imperatives.....

“The strategic sweet spot of a company is where it meets customers’ needs in a way that rivals can’t, given the context in which it competes.”

Source: “Can You Say What Your Strategy Is?”,David J. Collis and Michael G. Rukstad, Harvard Business Review, April 2008

Differentiation through design, innovation and execution.

Design2

Insight1

Execution

3

Beyond design: a simple framework

Insight: 50% of calls relate to driving test

Problem: 68% of our calls go unanswered

Impact: 76% reduction in driver-test related queries in Month 1.

Strategy: Facilitate self-service & reduce calls through exemplary content & design

Insight: We need to faciliate comparisons

Problem: our plans are too complex

Strategy: Simplify product choices to eliminate confusion; streamline the purchasing funnel to drive conversions

Impact: 888% increase in online sales in Month 1.

How much money are we making or saving for our clients?

Time

Evol

utio

n / F

idel

ity o

f Del

iver

able

s

wireframes

visual design, content & html

report

prototypes & applications

Evolution: from report writers to makers and doers

+

+

MyWay: Transforming multichannel interactions

1+1=11

Design is strategy, strategy is UX.

Content is UX, content is design, content is strategy.

Visual design is UX, visual design is strategy.

Coding, testing & QA is UX

Data & analytics is UX, data is strategy & design

It’s all interconnected...boundaries are arbitrary & create problems

UX is Dead; Long Live UX.

Back, briefly, to tulips...

...and the Irish patient.

Nothing can have value without being an object of utility. If the thing is useless, so

is the labour contained in it.

Thanks! Have fun!

Morgan McKeagneyiQ Contentwww.iqcontent.com@morganmckmorgan@iqcontent.com