ux strat 2014: lisa estrin, "making sense of the madness: ux strategy to kick off ncaa march...
DESCRIPTION
In the world of live sports, event-based digital products are developed on a cyclical basis. Soon after a National Champion is crowned, the March Madness Live team at Turner Sports must start all over to deliver a high-stakes suite of apps that is in market for 3 short weeks. But the hardest part isn’t when we design or ship. It’s figuring out how to get started and sell our stakeholders on a strategy. This case study will share how the March Madness Live team moved away from “business as usual” process and used UX strategy to get buy-in on what their products should achieve for fans (and the business) when the Madness starts all over again in March. We’ll share some lessons learned when using UX strategy as a way to “show your work” in order to quickly focus a product team, make sense of a ton of data, and create a strategic, compelling case to stakeholders.TRANSCRIPT
Making Sense of the Madness: UX Strategy to Kick Off March Madness Live
UX Strategy to Kickoff March Madness Live @lisaestrin
UX Strategy to Kickoff March Madness Live @lisaestrin
Data
Editorial
Native Development
Design/UX
Ad Sales
Ads
Marketing
Legal
Sponsors
Research
NCAACBS
Turner Executive
Management
ProductOperations
Product Technology
Turner Network
Sales
Turner TV Networks
Web Development
UX Strategy to Kickoff March Madness Live @lisaestrin
Data
Editorial
Native Development
Design/UX
Ad Sales
Ads
Marketing
Legal
Sponsors
Research
NCAACBS
Turner Executive
Management
ProductOperations
Product Technology
Turner Network
Sales
Turner TV Networks
Web Development
What do you DO all year?
UX Strategy to Kickoff March Madness Live @lisaestrin
UX Strategy to Kickoff March Madness Live @lisaestrin
March Madness Christmas
UX Strategy to Kickoff March Madness Live @lisaestrin
UX Strategy to Kickoff March Madness Live @lisaestrin
March Madness Christmas
UX Strategy to Kickoff March Madness Live @lisaestrin
March Madness Christmas
UX Strategy to Kickoff March Madness Live @lisaestrin
March Madness Christmas
UX Strategy to Kickoff March Madness Live @lisaestrin
What do you DO all year?
UX Strategy to Kickoff March Madness Live @lisaestrin
UX Strategy to Kickoff March Madness Live @lisaestrin
UX Strategy to Kickoff March Madness Live @lisaestrin
UX Strategy to Kickoff March Madness Live @lisaestrin
April March
How do you get started?
July
Product Strategy
May
Recap & Analysis
You are here
Gather Data
?
UX Strategy to Kickoff March Madness Live @lisaestrin
Execution
2015 PRODUCT ROADMAP
June
Go Live
Beloved data, user research & lessons learned
March 2014 - May 2014
Recap & Analysis
UX Strategy to Kickoff March Madness Live @lisaestrin
!
Desktop eye tracking study!
Audience segmentation study!
Push IO analytics reports!
Market analysis & trends!
Refined business goals & objectives!
Stakeholder interviews !
App store reviews!
Customer service reviews!
Vendor recaps!
Competitive analysis!
Usability study!
Analytics reports!
Product & feature evaluation!
Product brief development!
Product roadmap!
Apple & Google conferences for OS/platform updates!
Product design sprints
UX Strategy to Kickoff March Madness Live @lisaestrin
UX Strategy
April March
How do you get started?
July
Product Strategy
May
Recap & Analysis
You are here
Gather Data
2015 PRODUCT ROADMAP
June
Execution Go Live
UX Strategy to Kickoff March Madness Live @lisaestrin
1. Create a map of what the team is doing
Beloved data, user research & lessons learned
March 2014 - May 2014
Recap & Analysis
UX Strategy to Kickoff March Madness Live @lisaestrin
!
Desktop eye tracking study!
Audience segmentation study!
Push IO analytics reports!
Market analysis & trends!
Refined business goals & objectives!
Stakeholder interviews !
App store reviews!
Customer service reviews!
Vendor recaps!
Competitive analysis!
Usability study!
Analytics reports!
Product & feature evaluation!
Product brief development!
Product roadmap!
Apple & Google conferences for OS/platform updates!
Product design sprints
2014 Lessons Learned
App Reviews
Customer Service Reviews
Vendor Recaps
Competitive Analysis
Usability
Product & Feature Evaluation
Qualitative Inputs Quantitative Inputs
2014 Analytics / Performance Metrics
Eye tracking
Audience Segmentation
Push IO analytics / reports
Market trend analysis
Business Inputs
Business Goals and objectivesBusiness ModelTarget customer(s)Value Proposition to Customer, Business, Clients, StakeholdersEssential capabilities needed to deliver value proposition
Brand Strategy
Stakeholder Interviews
BriefsPlatform by platform docs
Recommended features
T-shirt LOE by feature
Business Strategy
ACTIVITIESLeadership team review briefs
Roundtable discussions
Perform additional research
Create evaluation criteria
Score all features
Defend and kill sessions
Prioritize all work
New Products
New Platforms
New FeaturesSignificant adjustment to a feature
Feature AnalysisTweaks
Evolutions
Product VisionPortfolio Analysis
Market Analysis
24 month roadmap
Product Recommendations
2015 Analysis Completed activity
or artifact
Additional review/discussion needed
2014 Gather Data
Analysis
2015 PRODUCT STRATEGY
Strategic Outputs
KEY
UX Strategy to Kickoff March Madness Live @lisaestrin
1. Create a map of what the team is doing
UX Strategy to Kickoff March Madness Live @lisaestrin
2. Create a central dashboard for all your data
UX Strategy to Kickoff March Madness Live @lisaestrin
1. Create a map of what the team is doing
UX Strategy to Kickoff March Madness Live @lisaestrin
2. Create a central dashboard for all your data
Beloved data, user research & lessons learned
March 2014 - May 2014
Recap & Analysis
UX Strategy to Kickoff March Madness Live @lisaestrin
!
Desktop eye tracking study!
Audience segmentation study!
Push IO analytics reports!
Market analysis & trends!
Refined business goals & objectives!
Stakeholder interviews !
App store reviews!
Customer service reviews!
Vendor recaps!
Competitive analysis!
Usability study!
Analytics reports!
Product & feature evaluation!
Product brief development!
Product roadmap!
Apple & Google conferences for OS/platform updates!
Product design sprints
UX Strategy to Kickoff March Madness Live @lisaestrin
2. Create a central dashboard for all your data
UX Strategy to Kickoff March Madness Live @lisaestrin
2. Create a central dashboard for all your data
3. Show your work
1. Create a map of what the team is doing
2015 (Targeting)
2015 (Still Considering)
2016 (Looking Ahead)
Description of feature Description of feature Description of feature
Pros / Cons Pros / Cons Pros / Cons
Supporting Research Supporting Research Supporting Research
Customer Service Reviews Competitive AnalysisUsability / Eyetracking 2014 Analytics / Performance Metrics
Stakeholder Interviews Audience Segmentation
UX Strategy to Kickoff March Madness Live @lisaestrin
3. Show your work
2015 PRODUCT ROADMAP
UX Strategy to Kickoff March Madness Live @lisaestrin
3. Show your work
Everyone has an opinion
Data
Editorial Native Development
Design/UX
Ad Sales
Ads
Marketing
Legal
Sponsors
Research
NCAACBS
Turner Executive
Management
ProductOperations
Product Technology
Turner Network
Sales
Turner TV Networks
Web Development
UX Strategy to Kickoff March Madness Live @lisaestrin
3. Show your work
2015 PRODUCT ROADMAP
Product Design Sprints
Day 1: Understand
Day 2: Diverge
Day 3: Decide
Day 4: Prototype
Day 5: Validate
UX Strategy to Kickoff March Madness Live @lisaestrin
3. Show your work
2015 PRODUCT ROADMAP
UX Strategy to Kickoff March Madness Live @lisaestrin
Lessons Learned
1. Create a map of what the team is doing
2. Create a central dashboard for all your data
3. Show your work
• Align the troops • Data-driven decision making • Communicate our vision • Credibility • Transparency in process
• Cart before horse • Cross-team adoption • Overwhelming
UX Strategy to Kickoff March Madness Live @lisaestrin
On our way…
UX Strategy
April MarchJuly
Product Strategy
May
Recap & AnalysisGather Data
2015 PRODUCT ROADMAP
June
Execution Go Live
You are here
Lisa Estrin UX Lead, Turner Sports [email protected]
@lisaestrin
Thanks!
UX Strategy to Kickoff March Madness Live @lisaestrin
MARCH MADNESS IS HEREEEEEEEEE