doctrain west - business of experience
DESCRIPTION
Workshop from DocTrain WestTRANSCRIPT
TheBusiness of ExperienceHands-On Methods toIncrease Your Influence
DocTrain West 2008presented by Jess McMullinnForm User Experience | www.nForm.caMay 9, 2008
DESIGNBUSINESSINFLUENCEPIVOT METHODSWRAP UP
INTRO
DESIGNBUSINESSINFLUENCEPIVOT METHODSWRAP UP
INTROPart 1 8:30-8:45
I’M
[ Tell your partner your worst project story in 1 minute or less ]
DESIGNBUSINESSINFLUENCEPIVOT METHODSWRAP UP
INTROPart 2 8:45-9:00
Design Maturity
Design by Default
»
Style
»
Function+Form
»
»
Problem Solving
»
»
»
Framing
»
»
»
»
UNDERSTAND• Interviews• Surveys• Focus groups• Analytics• Heuristics• Usability testing
• Content analysis• Field studies• Competitive analysis• Brainstorming• Talking about the project• Wireframing• Design games• Workshops• Personas
SOLVE• Wireframes• Prototyping• Sketching• Assumption smashing• Solutions, lateral
thinking• Mind mapping• Comics• Scenarios
• Site map• Use cases• Flash prototyping
EVALUATE• Usability testing• User feedback in
general way, listen to the “buts”
• Better to start this early… at 10% into the project, not 90%
• Whiteboarding
• Bucket testing (A-B testing)
• Surveys and web analytics
HIT THE WALL
Increase our Influence
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.
I believe
DESIGNBUSINESSINFLUENCEPIVOT METHODSWRAP UP
INTROPart 3 9:00-9:30
Business Fluency
http://www.flickr.com/photos/ribenawrath/139155418/
ROINet Present ValueInternal Rate of ReturnPorter’s 5 Forces
Venn Overload –Complex
RED HERRING
Raising RevenueReducing CostsReaching GoalsRetaining TalentDelight Customers
MARGINVELOCITYRETURNGROWTH
CASH
Business 101
CASE STUDY
Jr. Haircut: $35.00 and up, plus tip
Sr. Haircut: $65.00 and up, plus tip
Haircut from Abe: $16.00 plus tip
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:
Growth
Return
Velocity
Margin
CashEveline CharlesABBE’S
the one thinga business needs?
customerssimple,not simplistic
LEADMANAGEEXECUTE
DELIVERAN OFFERING
TO ACUSTOMER
TO GENERATEREVENUE
LEADMANAGEEXECUTE
LEAD
MANAGEEXECUTE
Insight | Direction | Resources | Constraints | Outcomes
People | Process | Money | Materials | Infrastructure
Discover | Develop | Produce | Market | Sell | Deliver | Support
DESIGNBUSINESSINFLUENCEPIVOT METHODSWRAP UP
INTROPart 4 9:30-10:15
The $5 Challenge
EXERCISE
6 Universal Principles
1. Commitment and Consistency2. Social Proof3. Reciprocity4. Liking5. Authority6. Scarcity
(from Cialdini, Influence: The Psychology of Persuasion )
COMMITMENT &CONSISTENCY
COMMITMENT &CONSISTENCY
COMMITMENT &CONSISTENCY
RECIPROCITY
SOCIALPROOF
AUTHORITY
AUTHORITY
LIKING
SCARCITY
Influence Process1.Identify Audience(s)2.Understand Motivation3.Focus on Value4.Target Your Methods5.Commit to Action
MOTIVATIONSVALUETARGETINGCOMMIT
AUDIENCE(S)Step 1
IDENTIFY YOUR AUDIENCE(S)
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
Influence Network
8 People
1. The Advocate2. The Superior3. The Peer4. The Frontline5. The Critic6. The Validator7. The Gatekeeper8. The Maverick (thanks Donna & Stephen)
ADVOCATE
SUPERIOR
PEER
FRONTLINE
CRITIC
VALIDATOR
VALIDATOR
VALIDATOR
VALIDATOR
VALIDATOR
GATEKEEPER
GATEKEEPER
GATEKEEPER
MAVERICK
Influence Network
Influence Network
Jason Fried courtesy James Duncan Davidson/O'Reilly Media, Inc.
Influence Network Diagram
EXERCISE
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
AUDIENCE(S)
8 People
1. The Advocate2. The Superior3. The Peer4. The Frontline5. The Critic6. The Validator7. The Gatekeeper8. The Maverick (thanks Donna & Stephen)
MOTIVATIONSVALUETARGETINGCOMMIT
AUDIENCE(S)Step 2
UNDERSTANDMOTIVATIONS
Five Mindsets
5 Minds - Brain
RiskRewardPower (thanks Joe S.)
InertiaVendorship
RISK
REWARD
Up and to the right
POWER
Empire Building
INERTIA
The Official Future
VENDORSHIP
MOTIVATIONMAPPING
Individual Risk Reward Power Inertia Vendorship Advocate Superior Gatekeeper Peer Frontline Critic Validator Maverick Myself
MOTIVATION MAP
MOTIVATION MAPSuperior
Gatekeeper
Frontline
Customer
Motivation Map
EXERCISE
MOTIVATIONS
RiskRewardPower (thanks Joe S.)
InertiaVendorship
MOTIVATIONSVALUETARGETINGCOMMIT
AUDIENCE(S)Step 3
FOCUS ONBUSINESSVALUE
LEADMANAGEEXECUTE
LEAD
MANAGEEXECUTE
Insight | Direction | Resources | Constraints | Outcomes
People | Process | Money | Materials | Infrastructure
Discover | Develop | Produce | Market | Sell | Deliver | Support
LEADMANAGEEXECUTE
Design Maturity
Business ValueWorksheet
EXERCISE
VALUE
MOTIVATIONSVALUETARGETINGCOMMIT
AUDIENCE(S)Step 4
TARGET RIGHT PEOPLE RIGHTMETHODS
Decide by the numbers?or…Decide by your gut?
UNDERSTANDSOLVEEVALUATE
UNDERSTAND
SOLVEEVALUATE
Qualitative | Quantitative | Analysis | Synthesis | Modeling
Model | Architecture | Flow | Prototype | Interface | Specification
Analytics | Heuristics | Usability Testing | Metrics
Imagine yourself in the future. Looking back, what method would this person really benefit from for this activity?
TARGETING
MOTIVATIONSVALUETARGETINGCOMMIT
AUDIENCE(S)Step 5
COMMIT TOACTION
Commitment Process• Build Trust• Open Questions• Explore & Anchor• Closed Questions• Will You? Questions
TRUST
OPEN ?s
Explore & Anchor
EXPLORE
Explore & Anchor
ANCHOR
CLOSED ?s
WILL YOU ?s
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?
DESIGNBUSINESSINFLUENCEPIVOT METHODSWRAP UP
INTROPart 5 10:30-11:45
Process Overview
Live Capture
Live Capture Demo
Design the Box
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)
• Box Back:– Feature Set– System Requirements
From Jim Highsmith, Cutter Institute
Design the Box
EXERCISE
Conversational
Conversational Sketching
EXERCISE
Double Divide the Dollar
Divide the Dollar
EXERCISE
Swimlanes
EXERCISE
How to align user needs, business drivers, and online offerings.
Pivoting Your own Toolbox(depending on time)
EXERCISE
PIVOT METHODS
DESIGNBUSINESSINFLUENCEPIVOT METHODSWRAP UP
INTROPart 6 11:45-12:00
Crossing the Chasm
Geoffrey Moore “Crossing the Chasm” 1991
MOTIVATIONSVALUETARGETINGCOMMIT
AUDIENCE(S)Influence Process
Thank You!
jess DOT mcmullin AT nform.ca1.800.670.7025www.nForm.cawww.bplusd.orgwww.slideshare.net/nform
Reading
8 Situations
1. Seat at the Table2. Greenlight3. Fork in the Road4. Crisis5. Internal Investment6. Not invented here7. Aiming for a different goal8. The Official Future
SEAT@TABLE
GREENLIGHT
FORK
CRISIS
INVESTMENT
NOT INVENTED
DIFFERENT
OFFICIAL
HIT THE WALL