the road less travelled
TRANSCRIPT
@MIKEATHERTON
A MINIMUM VIABLE PRESENTATION FOR UX CAMBRIDGE
!
THE ROAD LESS TRAVELLED
Sharepoint sucks. !
Alastair Mitchell and Andy McLoughlin
THE FEATURITIS CURVE
Number of features
User
happ
ines
s
“Nice, but I wish it did more…”
“So glad they added this!”
“Cool!”
“I rule!”“Guess I’d better read the manual”
“Where the f*** did they put that?!”
“Now I can’t even do the ONE SIMPLE THING I bought this for.”
“I suck.”
Kathy Sierra - Creating Passionate Users, 2005
Happy user peak RAWR!
Pure function
Feature wars
Experience wars
TECHNOLOGY LIFECYCLE
Don Norman, The Invisible Computer, 1998
People buy empowered versions of themselves.
simple, intuitive, magical, personal, loved, everywhere.
@MIKEATHERTON
HUDDLE DESIGN PRINCIPLES
simple, intuitive, magical, personal, loved, everywhere.
HUDDLE DESIGN PRINCIPLES
S.I.M.P.L.E.
Marketers are only as good as what they have to work with.
Brands live in the emotional centres of the brain.
YOUR BRAND IS NOT YOUR LOGO.
@MIKEATHERTON
BRANDS OWN A CORNER OF YOUR MIND.
BRAND IS A SMALL, DIFFERENTIATED IDEA.
CarSafe Games ConsoleCasual CameraInstant
THE FIRST LAW OF BRANDING IS
AL RIES, THE 22 IMMUTABLE LAWS OF BRANDING
FOCUSOWNING A SINGLE DIFFERENTIATED IDEA IN THE CUSTOMER MIND
Who are you? (Identity)
What are you? (Meaning)
What do I think about you? (Response)
What about you and me? (Relationship)
THE BRAND LADDER“Building brand equity is a sequence of steps, where each step is dependent on successful completion of the previous one.”Kevin Lane Keller - Building Customer-based Brand Equity, 2001
commodities
goods
services
experiences
transformations
CUSTOMER RELEVANCY
DIFF
EREN
TIAT
ION
PRICE PREMIUM
PROGRESSION OF ECONOMIC VALUE
Joseph Pine II and James H. Gilmore - The Experience Economy, 1999
A brand is an idea that you stand for, made real by what you do and expressed through your personality. !Wally Olins
We choose to go to the moon. John F. Kennedy, 1962
We made an online guide to wildlife using BBC content
Why?
The BBC want to inform, educate, and entertain the
British public.
Core purpose
Why is that important?
The natural history archive
has some of the best footage
anywhere in the world
Why?
The BBC have invested heavily in
natural history programming for
over 50 years
Why?
The BBC want to make quality programmes
which stand the test of time.
Why is that important?
It gives people new access to
the BBC’s natural history
archive
Work back from what you do to uncover your core purpose.
Our core values are the qualities we care most about.
C O M M U N I C AT I O N R E S P E C T
I N T E G R I T Y E X C E L L E N C E
thanks to @jcolman
Our values are not who we aspire to be.Our values are who we are.
Astronaut name
Values they exhibit
Why they should go
Dan
Always invent Makes social importantAlways ask questions
Dan represents the youthful spirit of the company, always trying new things and pushing us to do better.
Astronaut name
Values they exhibit
Why they should go
Michelle
Loves customers Problem-solver Pride in teaching
Michelle loves customer relationships - she can’t do enough to help. Her passion for the product makes her a great enthusiastic explainer.
Astronaut name
Values they exhibit
Why they should go
Suzanne
Social conscience Gives us deeper meaning
Suzanne’s work on our community programme reminds us of the real good our product can do for people, which makes us want to make it better.
Astronaut name
Values they exhibit
Why they should go
Kunal
Takes UK to the world Hits all his targets Finds opportunities
Kunal has made sure the world knows our name without compromising our personality. He’s great at finding new markets we can sell to.
Astronaut name
Values they exhibit
Why they should go
Jami
Voice of the user Wants to beat competition
Jami knows what users want, goes to bat for customers, and makes sure we never knowingly lose a customer to the competition .
Core value candidates
Always be inventing
Never know everything
Stay young and foolish
Push for better
Make a customer’s day, every day
Share knowledge openly
Support our communities
Take the UK to the World
Explore strange new worlds
Go to bat for the customer
Never knowingly lose a customer to the competition !
Rohit Bhargava Personality Not Included
Brand voice must be unique, authentic and talkable.
FIND YOUR TRUE VOICE
@MIKEATHERTON
CUTE IS NOT THE ONLY TONE OF VOICE.
AIM FOR UNIQUE, AUTHENTIC, TALKABLE...AND APPROPRIATE TO YOUR PRODUCT.
CHALLENGER BRANDS
AL RIES & JACK TROUT, POSITIONING: THE BATTLE FOR YOUR MIND
REFRAME THE CONVERSATION
MAKING US CONSIDER THE CATEGORY IN NEW WAYS
$500? It’s the most expensive phone in the world! !Steve Ballmer on the iPhone, 2007
ComputerPersonal
ComputerPocket
CarSmall
WARNING: A short rant about UX now follows…
This is SF. This is Sci-Fi.
If this is User Experience Design…
…is this UX?
Complex messages can be overly-simplified.(Okay, so I made that tweet up)
“The human centipede of UX dogma” Jason Mesut
We talk endlessly about how the sausage should get made.
Learning drives you from process to outcome
Trigger
Peak of inflated expectation
Trough of disillusionment
Slope of enlightenment
Plateau of productivity
Gartner Hype CycleTIME
VISI
BILI
TY
Make change and deliver value.
THE STANDARD CONFERENCE QUESTION
@MIKEATHERTON
“How can I convince the business of the value of UX?”
“I WANT PERMISSION TO GET BUSY WITH THE SHARPIES!”
REFRAME THE QUESTION
@MIKEATHERTON
“How can I make UX valuable to the business?”
STAND UP AND BE COUNTED.
Think different.
Collaboration
Blogging
Photos
IntelligentMicro
Instant
People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. !It means saying no to a hundred other good ideas. !Steve Jobs
Workshops bridge the silos and foster collaboration.
Tina Fey Modern woman, intelligent humour, touch of sarcasm.
Hugh Laurie British manner with global relevance, dry sarcasm.
New MINI British know-how, glamour, fun, well-built, informal, technology wrapped in timeless style.
David Tennant Charm, British but global, warmth, geek chic.
Moo Avoiding commoditisation by delivering delight in the details.
Dyson British boffin builds beautiful ball, beating big boys.
MailChimp Application meets character to build a pleasurable experience.
Zipcar Disrupting a complex incumbent with an easy, smart vision.
Too little Just right Too much“ A secure online environment where
information can easily and securely be shared externally within your business
ecosystem.”
“A place where you can share documents more easily and
securely with your co-workers.”“A cool safe place for you to hang out at
work and share your secret files.”
“Welcome, Alastair Mitchell.” “Hello Alastair. Are you sitting comfortably? Then let's begin.” “Yo Alastair! Ready to rock and roll?”
“Operation failed.Please try again.”
“Your file didn't upload properly. Sorry about that. Try again?”
“Uh-oh.The tubes got clogged. Let's have a do-over.”
“No files or folders.” “What a desolate place this is! Maybe add some documents?”
“Zip. Nada. Nothing to see here. Move along, already!”
*Actual event may not match photo.
REMEMBER YOUR MASLOW
MEET BASIC NEEDS BEFORE DELIGHT
SPEND YOUR GOODWILL ON PERSONALITY
@MIKEATHERTON
Joshua Porter
Persuasion helps us think about distinctiveness.
Just…wow.www.uxforgood.com
The web was once a wild and exciting place for me.
My first professional site design, 1996. (Actual size)
Me! Interviewed in 2001.
Too many hours making too little of lasting value burned me out.Also: ‘proliferated’?! What an idiot.
Being a teacher makes it easy to explain my job at parties.
Me as a teacher (early concepts)
Me as a teacher (final prototype)
We do information architecture, interviewing, prototyping…
…to craft experiences which communicate brand.
Class of Summer 2014. Coming to a job market near you.
BRAND IS A TRIBE
REACH THOSE WHO BELIEVE IN YOU.
TELL PEOPLE THE STORY OF WHAT YOU WANT TO BECOME.
@MIKEATHERTON
BRAND IS YOUR RESPONSIBILITY
@MIKEATHERTON
MAKING MARKETING RUN YOUR BRAND IS LIKE MAKING
I.T. RUN YOUR WEBSITE.LIVE YOUR VALUES IN EVERYTHING YOU DO.
THE FUTURE OF WEB CONTENT
@MIKEATHERTON
SMALL PIECES, LOOSELY JOINED.
FOCUSED AND INTERTWINGLED.
FIND THE UNCONTESTED GROUND
@MIKEATHERTON
MAKE THINGS UNIQUE, AUTHENTIC & TALKABLE.
USE BRAND VALUES TO DEFINE YOUR PROPOSITION.
If you don’t link, you’re not part of the web.
How you write defines your brand.
What you offer defines your brand.
Your design decisions define your brand.
How you treat people defines your brand.
If you’re better than you look, fix the brand. If you want to look better than you are, fix the company.
You are responsible for the work you put into the world. !Mike Monteiro
EVERY COMPANY HAS A BRAND
@MIKEATHERTON
BRAND IS WHAT THEY SAY ABOUT YOU WHEN YOU’RE NOT IN THE ROOM.
HELP THEM SAY SOMETHING NICE.
Thanks for listening!@mikeatherton
slideshare.net/reduxd
My book, which I will totally write one day. !!MIKE ATHERTON
Buy my book! (Just kidding. I haven’t
written a book.)