The talk I gave in Trento, Italy.

1. The Business of Experience Italian IA Summit 2007 presented by Jess McMullin nForm User Experience | www.nForm.ca November 16, 2007

2. Bridge http://www.flickr.com/photos/northbaywanderer/255118619//

3. Disciplines

4. Oceans

5. Informationsarchitektur Architettura dell'Informazione Information Architecture

6. Football http:// www.flickr.com/photos/fabiovenni/240431974 /

7. Hockey http://www.flickr.com/photos/freakychick/86751992

9. World Changing http://commons.wikimedia.org/wiki/Image:As08-16-2593.jpg

10. Increase our Influence

11. HOW

13. The Business Experience of

15. OUR SITUATION UNDERSTANDING TARGETING ADOPTING

16. OUR SITUATION UNDERSTANDING TARGETING ADOPTING Part 1

17. U.S.E.R.

21. OUR SITUATION UNDERSTANDING TARGETING ADOPTING Part 2

22. business understanding

23. business understanding depends on our

25. FAILURE

26. FEAR

27. CONTROL

28. value centred design

30. BUSINESS GOALS HUMAN NEEDS OFFERING DELIVERY

31. ?

32. PIVOT 180º

35. U.S.E.R.

36. design maturity

37. Design Maturity

38. Unconscious Design »

39. Style »

40. Function »

41. Problem Solving »

42. Framing »

43. design maturity applying

47. To design the right solution we have to define the right problem.

48. design maturity more than

49. business fluency

50. Business Fluency http://www.flickr.com/photos/ribenawrath/139155418/ ROI Net Present Value Internal Rate of Return Porter’s 5 Forces

51. Venn Overload – Complex

52. 101

53. Cash

54. Margin

55. Velocity

56. Return

57. Growth

58. MARGIN VELOCITY RETURN GROWTH CASH

59. business has limits, too but

60. And organizations can limit user experience work

62. Blue sky

63. Blue Sky Barrier

64. Risk Reward Inertia Vendor ship

65. RISK #1

66. Reference: “The Chaos Chronicles”, The Standish Group, 2003. 51% Challenged 34% On time On budget 15% Cancelled 66% Failure Rate

67. 2/3

68. REWARD #2

69. Conflicting measures of success (b vs. d)

70. http://www.sxc.hu/photo/890642

71. INERTIA #3

72. Newtonian The organization

73. Body at Rest

74. Body in Motion

75. Systems resist change http://commons.wikimedia.org/wiki/Image:Cyclone_Catarina_from_the_ISS_on_March_26_2004.JPG

76. The tyranny of the status quo

78. VENDOR #4 SHIP

80. RISK REWARD INERTIA VENDORSHIP

81. RECAP UNDERSTANDING

82. OUR SITUATION UNDERSTANDING TARGETING ADOPTING Part 3

83. identify opportunity

84. experience impact framework

85. BUSINESS USER EXPERIENCE KIND OF IMPACT

86. business

87. LEAD MANAGE EXECUTE }

88. DELIVER AN OFFERING }

89. TO A CUSTOMER }

90. TO GENERATE REVENUE

91. $£¥€ $

92. LEAD MANAGE EXECUTE

93. LEAD MANAGE EXECUTE Insight | Direction | Resources | Constraints | Outcomes People | Process | Money | Materials | Infrastructure Discover | Develop | Produce | Market | Sell | Deliver | Support

94. RECAP TARGETING

95. OUR SITUATION UNDERSTANDING TARGETING ADOPTING Part 4

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

97. constraints reveal opportunity

99. PARTNER PILOT PUBLICIZE

100. Peel Back the Layers http://www.sxc.hu/photo/883940

102. Working Together Get People

106. VENDOR #4 SHIP

107. PARTNER #4 SHIP

108. MORE DO

109. MORE MATTER

110. closing in

111. value centred design

113. Blue Sky Barrier

114. Blue sky

115. Wave

116. World Changing http://commons.wikimedia.org/wiki/Image:As08-16-2593.jpg

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