DocTrain West - Business of Experience

1. The Business of Experience Hands-On Methods to Increase Your Influence DocTrain West 2008 presented by Jess McMullin nForm User Experience | www.nForm.ca May 9, 2008

2. INTRO DESIGN BUSINESS INFLUENCE PIVOT METHODS WRAP UP

3. Part 1 8:30-8:45 INTRO DESIGN BUSINESS INFLUENCE PIVOT METHODS WRAP UP

4. I’M

13. [ Tell your partner your worst project story in 1 minute or less ]

16. Design Maturity

17. Design by Default »

18. Style »

19. Function+Form » »

20. Problem Solving » » »

21. Framing » » » »

24. UNDERSTAND • Interviews • Content analysis • Surveys • Field studies • Focus groups • Competitive analysis • Analytics • Brainstorming • Heuristics • Talking about the project • Usability testing • Wireframing • Design games • Workshops • Personas

25. SOLVE • Wireframes • Site map • Prototyping • Use cases • Sketching • Flash prototyping • Assumption smashing • Solutions, lateral thinking • Mind mapping • Comics • Scenarios

26. EVALUATE • Usability testing • Bucket testing (A-B • User feedback in testing) general way, listen to • Surveys and web the “buts” analytics • Better to start this early… at 10% into the project, not 90% • Whiteboarding

29. HIT THE WALL

30. Increase our Influence

32. I believe Our field has reached the point in our collective practice where the barriers to increasing influence are not about better methods for working with users, but better methods for working with business.

49. Busin ROI Net Present Value Internal Rate of Return Porter’s 5 Forces ess Fluen cy http://www.flickr.com/photos/ribenawrath/139155418/

50. Venn Overload – Complex

51. RED HERRING

54. Raising Revenue Reducing Costs Reaching Goals Retaining Talent Delight Customers

61. CASH MARGIN VELOCITY RETURN GROWTH

62. CASE STUDY Business 101

68. Jr. Haircut: $35.00 and up, plus tip Sr. Haircut: $65.00 and up, plus tip

72. Haircut from Abe: $16.00 plus tip

73. Business (101) Case: Present Abbe’s vs. Eveline Charles. Using business terms introduced earlier, show how the 2 companies are different (or similar) in terms of: ABBE’S Eveline Charles Cash Margin Velocity Return Growth

75. the one thing a business needs?

76. customers simple, not simplistic

77. LEAD MANAGE EXECUTE

78. DELIVER AN OFFERING

79. TO A CUSTOMER

80. TO GENERATE REVENUE

85. EXERCISE The $5 Challenge

87. 6 Universal Principles 1. Commitment and Consistency 2. Social Proof 3. Reciprocity 4. Liking 5. Authority 6. Scarcity (from Cialdini, Influence: The Psychology of Persuasion )

88. COMMITMENT & CONSISTENCY

91. RECIPROCITY

92. SOCIAL PROOF

93. AUTHORITY

94. AUTHORITY

95. LIKING

96. SCARCITY

97. Influence Process 1.Identify Audience(s) 2.Understand Motivation 3.Focus on Value 4.Target Your Methods 5.Commit to Action

98. Step 1 AUDIENCE(S) MOTIVATIONS VALUE TARGETING COMMIT

99. IDENTIFY YOUR AUDIENCE(S)

100. BUSINESS PERSONA • April Campbell • 51 years old • EA to the exec team at EnviroPoints • Does all of the exec team’s scheduling and bookings • Moved with Austin from the tech company that went bust over to EnviroPoints; is his trusted advisor • Is very protective of execs’ time; goal each week is to make sure that her exec team gets their work done and live a balanced life • Is super organized and thinks of herself as a good reader of people; first impressions are important • Has 25 years of Admin experience: mostly in high tech (lived in the Bay area for the last 15 years); was an Admin for a pharmaceutical company in Switzerland before that • Traveled the world and speaks French, German, and Spanish

101. Influence Network

103. 8 People 1. The Advocate 2. The Superior 3. The Peer 4. The Frontline 5. The Critic 6. The Validator 7. The Gatekeeper 8. The Maverick (thanks Donna & Stephen)

104. ADVOCATE

105. SUPERIOR

106. PEER

107. FRONTLINE

108. CRITIC

109. VALIDATOR

110. VALIDATOR

111. VALIDATOR

112. VALIDATOR

113. VALIDATOR

114. GATEKEEPER

115. GATEKEEPER

116. GATEKEEPER

117. MAVERICK

118. Influence Network

119. Influence Network Jason Fried courtesy James Duncan Davidson/O'Reilly Media, Inc.

120. EXERCISE Influence Network Diagram

121. BUSINESS PERSONA • April Campbell • 51 years old • EA to the exec team at EnviroPoints • Does all of the exec team’s scheduling and bookings • Moved with Austin from the tech company that went bust over to EnviroPoints; is his trusted advisor • Is very protective of execs’ time; goal each week is to make sure that her exec team gets their work done and live a balanced life • Is super organized and thinks of herself as a good reader of people; first impressions are important • Has 25 years of Admin experience: mostly in high tech (lived in the Bay area for the last 15 years); was an Admin for a pharmaceutical company in Switzerland before that • Traveled the world and speaks French, German, and Spanish

122. AUDIENCE(S)

123. 8 People 1. The Advocate 2. The Superior 3. The Peer 4. The Frontline 5. The Critic 6. The Validator 7. The Gatekeeper 8. The Maverick (thanks Donna & Stephen)

125. UNDERSTAND MOTIVATIONS

126. Five Mindsets

127. 5 Minds - Brain

128. Risk Reward Power(thanks Joe S.) Inertia Vendorship

129. RISK

130. Up and to the right REWARD

131. Empire Building POWER

132. The Official Future INERTIA

133. VENDORSHIP

134. MOTIVATION MAPPING Individual Risk Reward Power Inertia Vendorship Advocate Superior Gatekeeper Peer Frontline Critic Validator Maverick Myself

135. MOTIVATION MAP

136. MOTIVATION MAP Superior Gatekeeper Frontline Customer

137. EXERCISE Motivation Map

138. MOTIVATIONS

139. Risk Reward Power(thanks Joe S.) Inertia Vendorship

141. FOCUS ON BUSINESS VALUE

146. Design Maturity

147. EXERCISE Business Value Worksheet

148. VALUE

150. TARGET RIGHT PEOPLE RIGHT METHODS

151. Decide by the numbers? or…Decide by your gut?

154. UNDERSTAND SOLVE EVALUATE

156. Imagine yourself in the future. Looking back, what method would this person really benefit from for this activity?

157. TARGETING

159. COMMIT TO ACTION

160. Commitment Process • Build Trust • Open Questions • Explore & Anchor • Closed Questions • Will You? Questions

161. TRUST

162. OPEN ?s

163. Explore & Anchor EXPLORE

164. Explore & Anchor ANCHOR

165. CLOSED ?s

166. WILL YOU ?s

167. COMMIT TO ACTION How was it last year donating a Summit seat? So it worked out alright? Will you donate a Summit attendance this year?

173. Process Overview

178. Live Capture

179. Live Capture Demo

181. How To Design the Box • Create a box for the product, even if it isn’t shipped in a box. • Elements for the Box Front: – Name – Tagline – 3 key selling features – Imagery / Color / Type (Later) • Design the Box Box Back: – Feature Set – System Requirements From Jim Highsmith, Cutter Institute

182. EXERCISE Design the Box

183. Conversational

186. EXERCISE Conversational Sketching

188. Double Divide the Dollar

189. EXERCISE Divide the Dollar

192. EXERCISE Swimlanes

194. How to align user needs, business drivers, and online offerings.

195. EXERCISE Pivoting Your own Toolbox (depending on time)

197. PIVOT METHODS

199. Crossing the Chasm Geoffrey Moore “Crossing the Chasm” 1991

201. Influence Process AUDIENCE(S) MOTIVATIONS VALUE TARGETING COMMIT

202. Thank You! jess DOT mcmullin AT nform.ca 1.800.670.7025 www.nForm.ca www.bplusd.org www.slideshare.net/nform

203. Reading

206. 8 Situations 1. Seat at the Table 2. Greenlight 3. Fork in the Road 4. Crisis 5. Internal Investment 6. Not invented here 7. Aiming for a different goal 8. The Official Future

207. SEAT@TABLE

208. GREENLIGHT

209. FORK

210. CRISIS

211. INVESTMENT

212. NOT INVENTED

213. DIFFERENT

214. OFFICIAL

215. HIT THE WALL

DocTrain West - Business of Experience

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DocTrain West - Business of Experience