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Upselling UX: Moving from Pixels to Strategy

Upselling UX: Moving from Pixels to Strategy. Jim Laing – @ jhlaing MidwestUX 2012. About Me. I’m pretty new here – I started in UX and design less than 5 years ago Most of my experience has been in-house I remember what its like not to know about UX’s role in strategy. About Me.

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Upselling UX: Moving from Pixels to Strategy

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  1. Upselling UX: Moving from Pixels to Strategy Jim Laing – @jhlaing MidwestUX 2012

  2. About Me • I’m pretty new here – I started in UX and design less than 5 years ago • Most of my experience has been in-house • I remember what its like not to know about UX’s role in strategy Jim Laing – Upselling UX – @jhlaing

  3. About Me • I’m pretty new here – I started in UX and design less than 5 years ago • Most of my experience has been in-house • I remember what its like not to understand UX’s role in strategy Jim Laing – Upselling UX – @jhlaing

  4. About Me • I’m pretty new here – I started in UX and design less than 5 years ago • Most of my experience has been in-house • I remember what its like not to understand UX’s role in strategy Jim Laing – Upselling UX – @jhlaing

  5. A Few Scenarios Jim Laing – Upselling UX – @jhlaing

  6. A Few Scenarios Jim Laing – Upselling UX – @jhlaing

  7. A Few Scenarios Jim Laing – Upselling UX – @jhlaing

  8. What is Strategy? Jim Laing – Upselling UX – @jhlaing

  9. Strategy is … • Strategy is relative • Strategy is about planning • Strategy is about decision making • Strategy is about increasing effectiveness Jim Laing – Upselling UX – @jhlaing

  10. Strategy is … • Strategy is relative • Strategy is about planning • Strategy is about decision making • Strategy is about increasing effectiveness Jim Laing – Upselling UX – @jhlaing

  11. Strategy is … • Strategy is relative • Strategy is about planning • Strategy is about decision making • Strategy is about increasing effectiveness Jim Laing – Upselling UX – @jhlaing

  12. Strategy is … • Strategy is relative • Strategy is about planning • Strategy is about decision making • Strategy is about increasing effectiveness Jim Laing – Upselling UX – @jhlaing

  13. Focus: Product Strategy More Strategic Less Strategic Content or technology strategy Product strategy Current business strategy Organizational Mission Interface design strategy Jim Laing – Upselling UX – @jhlaing

  14. Strategy and Design Jim Laing – Upselling UX – @jhlaing

  15. Design, like strategy, is relative Jim Laing – Upselling UX – @jhlaing

  16. Design is about planning Jim Laing – Upselling UX – @jhlaing

  17. Design is about decision making Jim Laing – Upselling UX – @jhlaing

  18. Design is about increasing effectiveness Jim Laing – Upselling UX – @jhlaing

  19. Jim Laing – Upselling UX – @jhlaing

  20. Two Types of Design Concretedesign: what most people think of when they think about design. What a thing looks like and how it operates. Abstractdesign: What a thing is. What problem is it solving? Where and why will people use it? The Nine Pillars – Jesse James Garrett – www.jjg.net/ia/files/pillars.pdf Jim Laing – Upselling UX – @jhlaing

  21. Concrete design and usability are the thin end of the wedge Jim Laing – Upselling UX – @jhlaing

  22. Upselling UX Jim Laing – Upselling UX – @jhlaing

  23. How the Upsell Works: • What it looks like: 3 phases • How you do it: 2 things you need to build Jim Laing – Upselling UX – @jhlaing

  24. What It Looks Like – 3 phases Understand the product strategy Critique the strategy Help shape the strategy Jim Laing – Upselling UX – @jhlaing

  25. What It Looks Like – 3 phases Understand the product strategy Jim Laing – Upselling UX – @jhlaing

  26. What It Looks Like – 3 phases Understand the product strategy Critique the strategy Jim Laing – Upselling UX – @jhlaing

  27. What It Looks Like – 3 phases Understand the product strategy Critique the strategy Help shape the strategy Jim Laing – Upselling UX – @jhlaing

  28. How the Upsell Works: • What it looks like: 3 phases • How you do it: 2 things you need to build Jim Laing – Upselling UX – @jhlaing

  29. How – Build a Chain of Whys • Ask why constantly • What parts of the chain seem like weak links? Where is the user not considered? • Do user research and suggest new chains Understand Critique Shape Jim Laing – Upselling UX – @jhlaing

  30. How – Build a Chain of Whys • Ask why constantly • What parts of the chain seem like weak links? Where is the user not considered? • Do user research and suggest new chains Understand Critique Shape Jim Laing – Upselling UX – @jhlaing

  31. How – Build a Chain of Whys • Ask why constantly • What parts of the chain seem like weak links? Where is the user not considered? • Do exploratory user research and suggest new chains Understand Critique Shape Jim Laing – Upselling UX – @jhlaing

  32. How The other thing you need to build is … trust Understand Critique Shape Jim Laing – Upselling UX – @jhlaing

  33. How The other thing you need to build is … trust Understand Critique Shape Jim Laing – Upselling UX – @jhlaing

  34. How – Build Trust Demonstrate (more) value and build (more) trust Get (more) engaged with strategy Understand Critique Shape Jim Laing – Upselling UX – @jhlaing

  35. How – Build Trust • Don’t be an expert • Empathize with your stakeholders Understand Critique Shape Jim Laing – Upselling UX – @jhlaing

  36. In Summary • Strategy and design are the same thing – you already have the tools you need • Without being engaged in strategy, you can’t create great experiences • Concrete design and usability testing are the thin end of the wedge • Engagement with strategy moves from understanding to critiquing to helping shape • Along the way, build a chain of whys and constantly build trust Jim Laing – Upselling UX – @jhlaing

  37. Thanks! Jim Laing – Upselling UX – @jhlaing

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