The document summarizes a workshop on the business of experience presented by Jess McMullin of nForm User Experience. The workshop covered introducing user experience, understanding business goals and constraints, targeting impact areas through an experience impact framework, and adopting user experience practices. It provided models and tools to help align user needs with business objectives and offerings.

1. The Business of Experience Workshop IA Konferenz 2007 presented by Jess McMullin nForm User Experience | www.nForm.ca November 10, 2007

2. INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING

3. INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING 14:00 14:15 15:00 15:45 17:00

4. INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING PART 1

5. JESS I’M

8. photography

10. Increase our Influence

11. Now it’s your turn

12. Let’s get going…

13. Increase our Influence

14. HOW

16. The Business Experience of

18. INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING PART 2

19. U.S.E.R.

22. value centred design

24. BUSINESS GOALS HUMAN NEEDS OFFERING DELIVERY

25. ?

26. discuss: current practice

27. PIVOT 180º

30. U.S.E.R.

31. business understanding

32. business understanding depends on our

33. discuss: our business acumen

35. FAILURE

36. FEAR

37. CONTROL

38. design maturity

39. Design Maturity

40. Unconscious Design »

41. Style »

42. Function »

43. Problem Solving »

44. Framing »

45. design maturity applying

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

50. discuss: your own maturity

51. design maturity more than

52. business fluency

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

54. Venn Overload – Complex

55. 101

56. Cash

57. Margin

58. Velocity

59. Return

60. Growth

61. MARGIN VELOCITY RETURN GROWTH CASH

62. business has limits, too but

63. And organizations can limit user experience work

65. Risk Reward Inertia Vendor ship

66. RISK #1

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

68. 2/3

69. REWARD #2

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

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

72. INERTIA #3

73. Newtonian The organization

74. Body at Rest

75. Body in Motion

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

77. The tyranny of the status quo

79. VENDOR #4 SHIP

81. RISK REWARD INERTIA VENDORSHIP

82. discuss: current constraints

83. RECAP UNDERSTANDING

84. INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING PART 3

85. identify opportunity

86. experience impact framework

87. BUSINESS USER EXPERIENCE KIND OF IMPACT

88. business

89. LEAD MANAGE EXECUTE }

90. DELIVER AN OFFERING }

91. TO A CUSTOMER }

92. TO GENERATE REVENUE

93. $£¥€ $

94. LEAD MANAGE EXECUTE

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

96. experience user

97. UNDERSTAND SOLVE EVALUATE

98. UNDERSTAND SOLVE EVALUATE Qualitative | Quantitative | Analysis | Synthesis | Modeling Model | Architecture | Flow | Prototype | Interface | Specification Analytics | Heuristics | Usability Testing | Metrics

99. impact

100. OPTIMIZE INFORM TRANSFORM

101. OPTIMIZE INFORM TRANSFORM Efficiency | Convenience | Automation | Savings Policy | Approach | Current Opportunity | Decisions | Action Intersections | Framing | Connecting | Innovation | New Value

102. OPTIMIZE INFORM TRANSFORM Do what we do now, but better Make smarter decisions Change how we do business

103. BUSINESS USER EXPERIENCE KIND OF IMPACT

104. IMPACT USER EXPERIENCE BUSINESS

108. discuss: impact experience

109. status quo

110. upwards optimize

111. execution transform

112. management inform

113. leadership transform

114. is often by transformation invitation

115. patterns strategy http://www.arnodevelopment.co.uk/patterns/PorterBusinessStrategyPatterns.pdf

116. LOW COST

117. DIFFERENTIATION

118. FOCUS: COST

119. FOCUS: NICHE

120. RECAP TARGETING

121. INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING PART 4

122. Process Overview

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

124. Working Together Get People

125. Live Capture

126. Live Capture Demo

128. research industry

130. ethnography guerilla

132. box design the

134. sketching conversational

138. backcasting scenarios and

140. Backcasting Start here What has to happen? What has to happen before that? Assumptions Assumptions What has to happen before that? Assumptions Assumptions What has to happen before that? How are things right now?

143. swimlanes

145. model alignment

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

148. RECAP TOOLS

149. INTRODUCTIONS UNDERSTANDING TARGETING TOOLS ADOPTING PART 5

150. discuss: current adoption

151. PARTNER PILOT PUBLICIZE

152. experience governance of

158. The nForm Web Management Model

163. RACI Responsible Accountable Consulted Informed

165. RECAP ADOPTING

166. closing in

167. VENDOR #4 SHIP

168. PARTNER #4 SHIP

169. MORE DO

170. MORE MATTER

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