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Sailing the Cʼs of Change | December 2008 | p. 1"
Strategy Patois Language & tools to connect design and business value
Kate Rutter, Experience Designer kate@adaptivepath.com @katerutter
Webvisions 2010 #wv2010 #strategypatois
Strategy Patois | May 2010 | 2
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.
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
is was me on the outside.
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(is was me on the inside.)
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I literally didn’t have the words.
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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
blah blah blah blah blah blah
blah blah blah blah
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 } Understand the language difference and align the dialects
2 } Use strategy tools to connect design work with business impact
3 } Develop short, concise answers to key questions
Strategy Patois | May 2010 | 9
3 Learnings from the journey
1 } Understand the language difference and align the dialects
2 } Use strategy tools to connect design work with business impact
3 } Develop short, concise answers to key questions
Strategy Patois | May 2010 | 10
3 Learnings from the journey
Patois: A regional dialect, especially one without a literary tradition. Nonstandard speech.
Strategy Patois | May 2010 | 11
http://www.wordnik.com/words/patois"
1 } align the dialects
Strategy Patois: A business dialect comprised of specialized and often quantitative terms, optimized to communicate the financial performance of a company.
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1 } align the dialects
buzzword: A word or phrase connected with a specialized field or group that usually sounds important or technical and is used primarily to impress laypersons.
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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!
Strategy Patois } e Suits
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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 profits? ROI When is this going to pay off and
by how much?
is product is going to pay off a lot, and there are clear reasons why people will buy it. Based on how
we make money, this should increase our profits this year.
simple meaning!
Strategy Patois } Product Management
Strategy Patois | May 2010 | 19
1 } align the dialects
this... means this...
Market segmentation Who are our customers and why?
We’ve done a cost-benefit analysis for this launch, and based on our current market segmentation, our competitive analysis indicates that we should move forward aggressively.
Competitive analysis What is everybody else doing? Cost/benefit analysis Will we be better off if we do this?
Based on our current customers, we believe we’ll be better
off if we do this. is product is different from what everybody else is
doing, so we want to move fast.
simple meaning!
Strategy Patois } Operations
Strategy Patois | May 2010 | 20
1 } align the dialects
this... means this...
Benchmarking How are we doing compared to the other guys?
We’re focusing our 2010 benchmarking goals on cost management and TQM.
Cost management analysis What costs us money and where can we save? Total Quality Management (TQM)
Making sure our stuff doesn’t suck.
In 2010, we want to do better than the other guys by
spending less money while also making sure our products
don’t suck.
simple meaning!
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Listen and ask for definition ~ listen for patois terms ~ ask for clarification ~ identify the simple meaning
Trying to answer the same questions }
Address the real questions with design solutions that align with business performance.
what we can do 1 } align the dialects
3 Learnings from the journey 1 } Understand the language difference and align the dialects
2 } Use strategy tools to connect design work with business impact
3 } Develop short, concise answers to key questions
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design
technology users
business
engineering!
strategy!2 } use strategy tools
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Signs you need a strategy...
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is redesign will fix 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 } use strategy tools
What is a design strategy? A plan of action to produce commercially successful offerings that reflect the constraints of business, technology and user needs.
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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 } use strategy tools
Ishikawa diagram Prioritization chart }
Strategy Patois | May 2010 | 26
2 } use strategy tools
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?
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 } use strategy tools
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 resolu?on
SEARCH
TUTORIAL
USABILITY
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Prioritization chart: A forced-ranking activity that determines which problems to solve first.
2 } use strategy tools
Severity
Value
problem #1
problem #3
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 first.
2 } use strategy tools
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:
problem #1"
problem #3"
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?
Strategy Patois | May 2010 | 30
2 } use strategy tools
Storyboards (with a twist) }
Storyboards: A comic-style illustration that tells the story of people interacting with the product or service.
2 } use strategy tools
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Storyboards: A comic-style illustration that tells the story of people interacting with the product or service.
2 } use strategy tools
Brainstorming
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Refined version
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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2 } use strategy tools
Conversion model }
Travel organizer"
Conversion model: A visualization that displays data metrics for each step in a multi-step process.
2 } use strategy tools
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
.7 .29 .38
x .2 .0154
10,000 x .0154
154
Strategy Patois | May 2010 | 34
7,000" 2,000" 760" 150"10,000!
Travel organizer"
Conversion model: A visualization that displays data metrics for each step in a multi-step process.
2 } use strategy tools
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
.7 .29 .38
x .2 .0154
10,000 x .0154
154
Strategy Patois | May 2010 | 35
7,000" 2,000" 760" 150"10,000!
Travel organizer"
Conversion model: A visualization that displays data metrics for each step in a multi-step process.
2 } use strategy tools
770 users access their trip details for every
10,000 that register
.7 .29
x .38 .0771
10,000 x .077
770
Strategy Patois | May 2010 | 36
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
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?
Strategy Patois | May 2010 | 37
2 } use strategy tools
Product evolution map }
Product evolution map: Describes the evolutional stages of a product, including features and revenue model.
2 } use strategy tools
Free accounts Premium accounts
revenu
e
Gamma
A platform for sharing, organizing, and exploration yourself through photos
Interes?ngness Organizer 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 site product evolution"
Strategy Patois | May 2010 | 38
Delta
A brand for visual expression and exploration
Events Travel groups Local
Partnerships Licensing fees
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Practice our strategy chops ~ find the right tool for the job ~ host participatory sessions with biz folks ~ capture and reinforce decisions
Increase confidence 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 } use strategy tools
1 } Understand the language difference and align the dialects
2 } Use strategy tools to connect design work with business impact
3 } Develop short, concise answers to key questions
Strategy Patois | May 2010 | 40
3 Learnings from the journey
Strategy Patois | May 2010 | 41
~ T. S. Eliot
“! “!If I had more time, I would have written a shorter letter.
3 } have concise answers
Designers = storytellers
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Get direct. } 1. Know what will be asked 2. Practice brevity
3 } have concise answers
We need to think punchlines, not stories.
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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 } have concise answers
Strategy Patois | May 2010 | 44
Find a biz buddy
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.
3 } have concise answers
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Some helpful tips Don’t bury the lead. Focus on what it is and why it matters. Introduce the how it works only if asked.
3 } have concise answers
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Be a good translator ~ 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 } have concise answers
Be collaboration partners ~ facilitate design strategy conversations ~ embrace participation
Build empathy & understanding }
1 } Understand the language difference and align the dialects
2 } Use strategy tools to connect design work with business impact
3 } Develop short, concise answers to key questions
4 } Keep your passion and sense of self in a culture that with a different value system.
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4 3 Learnings from the journey
e reallyreally big picture Products & services that delight, that inspire and that improve the lives of the people who use them.
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4 } Keep your passion
Strategy Patois | May 2010 | 49
~ Jane McGonigal game designer and 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 passion
Strategy Patois | May 2010 | 50
~ Scott Berkun Author and very, very smart guy
“! “!You can always choose what you do next.
http://www.scotberkun.com"
4 } Keep your passion
e journey
Strategy Patois | May 2010 | 52
Strategy Patois | May 2010 | 53
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 Surfing (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
Strategy Patois | May 2010 | 54
San Francisco : June 27-30 Toronto : October 26-29 www.adaptivepath.com/events twitter: #uxintensive 15% off with code FOKR
San Francisco : August 24-27 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
Strategy Patois | May 2010 | 55
thanks! e slides will be
on slideshare in the next day or so...
Kate Rutter, Experience Designer kate@adaptivepath.com www.adaptivepath.com twitter : @katerutter @adaptivepath
Strategy Patois | May 2010 | 56
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.flickr.com/photos/32920110@N07/3484895197/sizes/l/ Madonna: http://www.flickr.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.
Strategy Patois | May 2010 | 57
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