ux strat usa: ben judy, "mission-based ux strategy: one year later"

@benjudy [email protected] slides: benjudy.com/uxstrat2016

OBLIGATORY MICHAEL PORTER QUOTE

“The essence of strategy is choosing what not

to do.”


pro tax group

experience design

Mission-Based UX Strategy customer benefits for pro tax preparers

EliminateWasted Time

Make a Difference to Taxpayers

Grow My Practice


S t r a t e g y E x e c u t i o n

DISCOVER

facts,

insig

hts &

possi

bilities

DESIG

N

solut

ionsDEFINE

customer benefits

DELIVER

products & services

go bro

ad

narrow

go bro

ad

narrow


Pro Tax Vision:

Bring the power of time and money to accountants and their clients -

so they may prosper


H/T: Erik Flowers & Megan Erin Miller Practical Service Blueprinting practicalservicedesign.com

customers in front

business back stage


http://practicalservicedesign.com

?

customer-facing strategy


internal change management

? ?

“Priorities.”@benjudy [email protected] slides: benjudy.com/uxstrat2016

“I'm staggered whenever a Director-level or higher executive claims they have 3, 5, 7, or 27 ‘priorities.’ Because, at that level, your entire career is defined by the unbelievably great ideas that you reject.”

Merlin Mann


What are the biggest roadblocks you experience when working across business units or functional groups?


What are the biggest roadblocks you experience when working across business units or functional groups?

Conflicting priorities

No shared outcome

Lack of trust

Lack of defined roles

Tension between trade-offs

Undefined success metrics

Lack of work definition

Escalating unresolved decisions

12%

24%

9%

4%

10%

29%

10%

4%


Better Priorities


Pro Tax Vision:

Bring the power of time and money to accountants and their clients -

so they may prosper



Why do UX people care about

this?

PRODUCT

COMPANY

PURPOSE@benjudy [email protected] slides: benjudy.com/uxstrat2016

PRODUCT

COMPANY

PURPOSE@benjudy [email protected] slides: benjudy.com/uxstrat2016

WHY?

WHAT?

HOW?

http://www.benjudy.com/definitions-of-ux-strategy

CLOSING THOUGHTS


USA 2016


STRATEGIC UX THOUGHT LEADERSHIP

AT ALL ALTITUDES

THE WORLD

SOCIETY

MARKETS

INDUSTRIES

COMPETITORS

MY ORGANIZATION

MY DESIGN PRACTICE

SERVICE EXPERIENCES

PRODUCT PLATFORMS

PRODUCT

USER INTERFACE

PURPOSE DESIGN AS A SOCIETAL CHANGE AGENT

COMPANY DESIGN PRACTICE

PRODUCT DESIGNING EXPERIENCES

Ha Phan Running experiments at GoPro

Leah Buley False distinctions between CX & UX driven by org assumptions

Jim Kalbach Shared Value / social benefit / “what is a market?”

Beverly May UX Awards

Matt Wakeman & Jon Ashley Omnichannel decision frameworks

Ben Judy Mission-Based UX Strategy retrospective

Calvin Robertson UX org structure & process at Federal Reserve KC

Shikha Desai Design Jams / hackathons / garage project methods

Ronnie Battista UX Strategist = Rock Star