Ronnie BattistaUXSTRAT September 14, [email protected]@ronniebattista
ROCK ON!THE STRATEGY OF THINKING LIKE A ROCK STAR
ROCKING OUT TO HAPPY HOUR
THANKS PAUL!
BEHIND THE MUSIC – UXSTRAT EDITION
STRATEGIC EXPERIENCE
DRUGS
REDACTED
My first Rock experience.
1984 – Lip Sync”Back in Black” AC/DC
1984 – Lip Sync”Back in Black” AC/DC
"TAKING IT TO 11”
TAKING BUSINESS STRATEGY TO 11
STRATEGY RESEARCH DESIGN
THE CASE FOR “ROCK STAR”THE CASE FOR ”ROCK STAR”
QUICK SIDEBAR:I HATE THE TERM
“UNICORNS” IN UX.(or anywhere really)
UNICORNS MIGHT CRAP RAINBOWS…
… BUT IT STILL SMELLS LIKE BULLSHIT
MEAT YES.
MAGIC? NO.
WE AREN’T MAGICAL
WIZARD
JEDI
GURU
ZEN MASTER
SHERPA
NINJA
ROCK STAR
A FEW CAVEATS ABOUT “ROCK STAR”…
THIS IS NOT A UX ROCK STAR
THIS IS NOT A UX ROCK STAR
FACT: SOME ROCK STARS ARE ASSHOLES
A FACE JUST BEGGING TO BE PUNCHED
THE STRATEGY OF THINKING LIKE A
ROCK STAR
UX STRATEGISTROCK STAR
• LISTEN TO THE AUDIENCE• NAVIGATE A COMPLEX BUSINESS• BREAK DOWN SILOS• BAND TOGETHER WITH DIVERSE TALENT• PERSEVERE• AGENTS OF CHANGE• KNOW THE PRODUCT IS THE EXPERIENCE
LISTEN TO THE AUDIENCE
Led Zeppelin pioneered Album-Oriented Rock (AOR), which evolved from progressive rock radio in the mid-1970s, using detailed audience research and formal programming to create an album rock format with greater commercial appeal.
HAIR BANDS WERE GREAT…
… UNTIL THEY WEREN’T
NAVIGATE A COMPLEX BUSINESS
WHO LIKES M&M’S?
EVERYBODY WANT SOME?
”WHEN I WOULD WALK BACKSTAGE, IF I SAW A BROWN M&M IN THAT BOWL ... WELL, LINE-CHECK THE ENTIRE PRODUCTION.
GUARANTEED YOU'RE GOING TO ARRIVE AT A TECHNICAL ERROR. THEY DIDN'T READ THE CONTRACT. GUARANTEED YOU'D RUN INTO A PROBLEM. SOMETIMES IT WOULD THREATEN TO JUST DESTROY THE
People don’t want to see women doing things they don’t think women should do.
- Joan Jett
“If you have twenty guys in the room and you just bring in one girl, you change the entire mood and everyone plays different.”
- Jack White
“IF YOU THINK YOU ARE TOO OLD TO ROCK & ROLL, THAN YOU ARE”
Lemmy KilmisterMotorhead1945 - 2015
PERSEVERE
Tony IommiBlack Sabbath
SEEK OUT STRATEGIC PARTNERS
• DESIGNER• PRODUCT MANAGER
• ENGINEER• UXSTRATEGY VOCALS BASS
GUITARDRUMS
WHO IS IN YOUR BAND?
WHO ISN’T?
AARONIRIZZARY
SEPTEMBER, 1992
“
“Goofy garage thunder from an international quartet who all met at the University of York. Live Shows apparently adopt an exclusive theme. Students from Hell, we presume” – Kerrang
“They sound too damn happy for their own good! Maybe someone should attach a cheese grater to their genitals to help toughen up their sound” – Rob Zombie
ROCK & ROLL WASN’T A PRODUCT EVERYONE WANTED
AGENTS OF CHANGE
DON’T EQUATE THEIR ACTIONS, EQUATE
THEIR INTENTS
QUESTION THE SYSTEM
RAGE AGAINST YOUR MACHINE
KNOWTHEPRODUCTISTHEEXPERIENCE
THE PRODUCT IS THE EXPERIENCE
YES, TECHNOLOGY IS CREATING NEW
WAYS TO “EXPERIENCE”
EXPERIENCE THE NEW REALITY
TECHNOLOGY CHANGES…
…BUT THE SONG REMAINS
THE SAME
The BieberThe Beatles
The Bieber
MUSIC IS AN INCORPOREAL
PRODUCT. IT CAN ONLY BE EXPERIENCED.
WHY WOULD YOU COME TO THIS
CONFERENCE IF YOU CAN GET THE
CONTENT FOR FREE?
People experiencing the same event, at the same time and in the same space, are in that sense “equals”. This has tremendous binding power.A togetherness is formed and this is called