ux strat usa: ben judy, "mission-based ux strategy: one year later"
Post on 20-Jan-2017
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@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
OBLIGATORY MICHAEL PORTER QUOTE
“The essence of strategy is choosing what not
to do.”
Mission-Based UX Strategy customer benefits for pro tax preparers
EliminateWasted Time
Make a Difference to Taxpayers
Grow My Practice
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
S t r a t e g y E x e c u t i o n
DISCOVER
facts,
insig
hts &
possi
bilities
DESIG
N
solut
ionsDEFINE
customer benefits
DELIVER
products & services
go bro
ad
narrow
go bro
ad
narrow
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
Pro Tax Vision:
Bring the power of time and money to accountants and their clients -
so they may prosper
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
Pro Tax Vision:
Bring the power of time and money to accountants and their clients -
so they may prosper
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
H/T: Erik Flowers & Megan Erin Miller Practical Service Blueprinting practicalservicedesign.com
customers in front
business back stage
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
?
customer-facing strategy
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
internal change management
? ?
“I'm staggered whenever a Director-level or higher executive claims they have 3, 5, 7, or 27 ‘priorities.’ Because, at that level, your entire career is defined by the unbelievably great ideas that you reject.”
Merlin Mann
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
What are the biggest roadblocks you experience when working across business units or functional groups?
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
What are the biggest roadblocks you experience when working across business units or functional groups?
Conflicting priorities
No shared outcome
Lack of trust
Lack of defined roles
Tension between trade-offs
Undefined success metrics
Lack of work definition
Escalating unresolved decisions
12%
24%
9%
4%
10%
29%
10%
4%
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
Pro Tax Vision:
Bring the power of time and money to accountants and their clients -
so they may prosper
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
http://www.benjudy.com/definitions-of-ux-strategy
CLOSING THOUGHTS
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
USA 2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
STRATEGIC UX THOUGHT LEADERSHIP
AT ALL ALTITUDES
THE WORLD
SOCIETY
MARKETS
INDUSTRIES
COMPETITORS
MY ORGANIZATION
MY DESIGN PRACTICE
SERVICE EXPERIENCES
PRODUCT PLATFORMS
PRODUCT
USER INTERFACE
PURPOSE DESIGN AS A SOCIETAL CHANGE AGENT
COMPANY DESIGN PRACTICE
PRODUCT DESIGNING EXPERIENCES
Ha Phan Running experiments at GoPro
Leah Buley False distinctions between CX & UX driven by org assumptions
Jim Kalbach Shared Value / social benefit / “what is a market?”
Beverly May UX Awards
Matt Wakeman & Jon Ashley Omnichannel decision frameworks
Ben Judy Mission-Based UX Strategy retrospective
Calvin Robertson UX org structure & process at Federal Reserve KC
Shikha Desai Design Jams / hackathons / garage project methods
Ronnie Battista UX Strategist = Rock Star
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