experience impact framework
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Jess McMullin's 2008 IA Summit talk. Design and User Experience practitioners already have a great toolbox for working with business. This talk discusses 5 steps to pivot design methods for business use.TRANSCRIPT
TheBusiness of ExperienceExperience Impact Framework
IA Summit 2008presented by Jess McMullinnForm User Experience | www.nForm.caApril 12, 2007
I’M
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
HIT THE WALL
Crossing the Chasm
Geoffrey Moore “Crossing the Chasm” 1991
Impact Framework1.Identify Audience(s)2.Understand Motivation3.Understand Activities4.Target Your Methods5.Commit to Action
MOTIVATIONSACTIVITIESTARGETINGCOMMIT
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.
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)
MOTIVATIONSACTIVITIESTARGETINGCOMMIT
AUDIENCE(S)Step 2
UNDERSTANDMOTIVATIONS
Five Mindsets
5 Minds - Brain
RiskRewardPower (thanks Joe S.)
InertiaVendorship
RISK
Up and to the right
REWARD
Empire Building
POWER
INERTIA
The Official Future
VENDORSHIP
MOTIVATION MAP
MOTIVATION MAPSuperior
Gatekeeper
Frontline
Customer
MOTIVATIONS
RiskRewardPower (thanks Joe S.)
InertiaVendorship
MOTIVATIONSACTIVITIESTARGETINGCOMMIT
AUDIENCE(S)Step 3
UNDERSTANDBUSINESSACTIVITIES
LEADMANAGEEXECUTE
DELIVERAN OFFERING
TO ACUSTOMER
TO GENERATEREVENUE
LEADMANAGEEXECUTE
LEADInsight | Direction | Resources | Constraints | Outcomes
MANAGEPeople | Process | Money | Materials | Infrastructure
EXECUTEDiscover | Develop | Produce | Market | Sell | Deliver | Support
LEADMANAGEEXECUTE
ACTIVITIES
LEADMANAGEEXECUTE
MOTIVATIONSACTIVITIESTARGETINGCOMMIT
AUDIENCE(S)Step 4
TARGET YOURMETHODS
Methods Trump Methodology(Tools + Principles are better than a set cookbook)
UNDERSTANDSOLVEEVALUATE
UNDERSTANDQualitative | Quantitative | Analysis | Synthesis | Modeling
SOLVEModel | Architecture | Flow | Prototype | Interface | Specification
EVALUATEAnalytics | Heuristics | Usability Testing | Metrics
HIT THE WALL
EMPATHY
HINDSIGHT
Imagine yourself in the future. Looking back, what method would this person really benefit from for this activity?
Spreadsheet
TARGETING
MOTIVATIONSACTIVITIESTARGETINGCOMMIT
AUDIENCE(S)Step 5
COMMIT TOACTION
Commitment Process• Build Trust• Open Questions• Closed Questions• Will You? Questions
TRUST
OPEN ?s
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?
MOTIVATIONSACTIVITIESTARGETINGCOMMIT
AUDIENCE(S)Impact Framework
Thank You!
jess DOT mcmullin AT nform.ca1.800.670.7025www.nForm.cawww.bplusd.orgwww.slideshare.net/nform