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THE 10 COMMANDMENTS OF UX STRATEGY Ronnie Battista UXSTRAT Conference September 11 th , 2013 @RonnieBattista www.linkedin.com/in/ronniebattista

UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

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Page 1: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

THE 10 COMMANDMENTS OF UX STRATEGY!

Ronnie Battista UXSTRAT Conference September 11th, 2013 @RonnieBattista www.linkedin.com/in/ronniebattista

Page 2: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

Source: blog.nus.edu.sg

“We make our technologies, and they, in turn, shape us. So, of every technology we must ask, Does it serve our human purposes? …

… a question that causes us to consider what these purposes are. Technologies, in every generation, present

opportunity to reflect on our values and direction” - Sherri Turkle, Alone Together

@ronniebattista #UXSTRAT

Page 3: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

THANK YOU PAUL

@ronniebattista #UXSTRAT

Page 4: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

3 CHAPTERS

•!Genesis •! The 10 Commandments of UX Strategy •!Revelations

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Page 5: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

GENESIS @ronniebattista #UXSTRAT

Page 6: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

IN THE BEGINNING . . .

•! UXPA Certification •! Emerging professional trends in (and out) of UX •! The “What is UX” substantive / semantic arguments •! 10 Immutable Truths of Experience Design

@ronniebattista #UXSTRAT

Page 7: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

Source ‘www.xdtruths.com’ – Use and references during presentation with permission from MISI / NTT Data Company

@ronniebattista #UXSTRAT

Page 8: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

•!QUESTION TIME

@ronniebattista #UXSTRAT

http://www.tmz.com/videos/0_5nm25qd9/

Page 9: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

Who is best suited for UX Strategy? Right-brainers? Left-brainers? Or, the ever-popular “It Depends?” Is UX Strategy ‘different’ than UX Research and Design? Is it a just a more strategic-focused version?

How can I be the best in an

emerging field that’s still defining

itself?

Are there specific UX Strategist deliverables?

CONTEMPLATING UX STRATEGY

@ronniebattista #UXSTRAT

http://www.theatlantic.com/entertainment/archive/2013/09/-em-breaking-bad-em-could-walter-white-really-kill-jesse-pinkman/279252/

Page 10: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

Is there (or should there even be) base criteria that makes someone a UX Strategist?

THE BIG QUESTION:

@ronniebattista #UXSTRAT

Page 11: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

OR IS UX STRATEGY A BIT MORE LIKE PORN? “I shall not today attempt further to define the kinds of material I understand to be embraced within that shorthand description; and perhaps I could never succeed in intelligibly doing so. But I know it when I see it, and the motion picture involved in this case is not that.” —Justice Potter Stewart, Jacobellis v. Ohio 378 U.S. 184 (1964), regarding possible obscenity in The Lovers

@ronniebattista #UXSTRAT

Page 12: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

OH, THE DESPAIR. @ronniebattista #UXSTRAT

Page 13: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

. . . that we can agree on?

Are there at least a few. . .

Heuristics Rules of Thumb Guiding Principles

Immutable Truths

Rules of Thumb

Fundamentals

Commandments

Tenets

@ronniebattista #UXSTRAT

Page 14: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

The 10 Commandments (Moses Version)

•! 1. Thou Shalt Have No Gods Before Me •! 2. Thou Shalt Not Make Graven Images •! 3. Thou Shalt Not Take the Lord's Name in Vain •! 4. Remember to Keep Holy the Sabbath •! 5. Honor Thy Father and Thy Mother •! 6. Thou Shalt Not Kill •! 7. Thou Shalt Not Commit Adultery •! 8. Thou Shalt Not Steal •! 9. Thou Shalt Not Bear False Witness •! 10. Thou Shalt Not Covet

Commandment (noun) a statement of what to do that must be obeyed by those concerned

@ronniebattista #UXSTRAT

Page 15: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

@ronniebattista #UXSTRAT

Have a go. Don’t cost nothin…

AND THE HEAVENS ANSWERED:

Page 16: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

•! I am the Lord of the UX Strategy and Planning group on LinkedIn. You shall have no other UX LinkedIn groups besides me.

•! Do not speak your UX Strategy title in vain with horribly narcissistic words like “Guru” “Demigod” “Sherpa” and “Visionary” that just make us (but, really, mostly you) look like an asshole.

•! I am the Lord your God, and even I don’t think I’m so prescient to mental-vomit 30+ tweets/day. I don’t care what you had for breakfast. No one does. If thine are not a terse comedian or at a conference… think ‘curate’.

REJECTED COMMANDMENTS @ronniebattista #UXSTRAT

Page 17: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

PREACHING TO THE CHOIR

Credit: http://www.condenaststore.com/-sp/Church-sign-reads-Preaching-to-the-Choir-Since-1846-New-Yorker-Cartoon-Prints_i8480038_.htm

@ronniebattista #UXSTRAT

Page 18: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

I.!Thou shalt focus on

the big picture!

II. !HONOR your company

and customer, But

covet your neighbor’s

ass. !

III.!ThOU SHALT NOT STEAL

THY Employee’S

HUMANITY!

IV.!Remember to Keep Holy

the Context!

V.!THOU SHALT NOT KILL

(THY CAREER)!

VI.!THOU SHALT NOT BEAR SPECULATIVE WITNESS!

VII.!THOU SHALT STAY FAITHFUL TO UX

GOVERNANCE!VIII.!

Thou not Speak UX IN TONGUES!

IX.!THOU SHALT NOT WORSHIP

DIGITAL ONLY!X.!

THOU shalt practice UX WITH HUMAN-CENTRIC

INTEGRITY !

@ronniebattista #UXSTRAT The 10 Commandments of UX Strategy

Page 19: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

I. THOU SHALT FOCUS ON THE BIG PICTURE

•! Strategic UX initiatives and projects will always be here; those with the greatest chance of long-term business value stay framed in the big picture.

•! Seek the strategy behind even the most tactical engagement. No matter how tactical, you should always seek to root you engagement in the big picture.

@ronniebattista #UXSTRAT

Page 20: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

II. HONOR YOUR COMPANY AND CUSTOMER, BUT COVET YOUR NEIGHBOR’S ASS.

•! What are the specific business levers that enable your company to win out over competitors, and how can UX directly impact them? •! Understand the Company •! Understand the Competition •! Understand the Customer

@ronniebattista #UXSTRAT

Page 21: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

III. THOU SHALT NOT STEAL THY EMPLOYEES HUMANITY

•! When humans are on both sides of an interaction, attention must be made to their mutual success

“If you wonder what getting and keeping the right employees has to do with getting and keeping the right customers, the answer is everything” -Frederick Reichheld, The Loyalty Effect

@ronniebattista #UXSTRAT

•! But it’s not just the “right thing to do” anymore

Page 22: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

IV. REMEMBER TO KEEP HOLY THE CONTEXT

•! The UX Strategist must strongly advocate the need for context in any attempt to create or redefine an experience.

•! Unfortunately, our global supply of true ‘genius design’ potential (e.g. Steve Jobs) is inversely proportional to well-intended senior executive ‘gut feelings’ that are “unencumbered by facts”.

http://www.adexchanger.com/comic-strip/adexchanger-context-matters/

@ronniebattista #UXSTRAT

Page 23: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

V. THOU SHALT NOT KILL (THY CAREER) •! It is becoming increasingly clear that business (and the UX

profession) is fast-moving. Prepare for lifelong learning. •! A UX Strategist must keep the door open to understanding

current UX software, processes and services.

@ronniebattista #UXSTRAT

Page 24: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

VI. THOU SHALT NOT BEAR SPECULATIVE WITNESS (WITHOUT BOTH QUANTITATIVE AND QUALITATIVE EVIDENCE)

•! UX Strategy embraces BOTH qualitative user research or set / targeted metrics.

•! For the Quals: No one here will argue against user research. But we need our clients to understand our need to connect with real human beings, even if we think (or they think) we know the answer.

•! For the Quants: Big Data needs UX Strategy. We ask why something happened, interpret the data into valuable insights, and turn Big Data into Big Impact solutions.

@ronniebattista #UXSTRAT

Page 25: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

•! Experience is fluid with periods of evolution and revolution

•! An ongoing UX governance program to measure and optimize the experience is vital to long-term viability

•! A UX Strategist should strongly advocate Experience Management infusion into the company’s program/portfolio management infrastructure.

•! A journey map can only take you so far…

VII. THOU SHALT STAY FAITHFUL TO UX GOVERNANCE

@ronniebattista #UXSTRAT

Page 26: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

VII. THOU SHALT STAY FAITHFUL TO UX GOVERNANCE

@ronniebattista #UXSTRAT

GOVERNANCE

SLIDESHARE VERSION REDACTED IMAGE AS CLIENT

CONFIDENTIAL – IMAGINE AN ENORMOUSLY COMPLEX, HARD

TO READ JOURNEY MAP. JOURNEY MAPS ARE GREAT.

http://http://www.uxmatters.com/mt/archives/2011/09/images/EffectiveUIJourneyMapExample.jpg

Hey, here’s a cool Journey Map from Effective UI that I found on UX Matters

/archives/2011/09/

Page 27: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

VII. THOU SHALT STAY FAITHFUL TO UX GOVERNANCE

! also by channel: Telesales, Web, Mobile, Affliliate

etc.

Marketing Service Product Line 1 Product Line 2 !

GOVERNANCE

EMO Infrastructure and Tools

EMO Portfolio and Program Management Processes

Experience Business Intelligence and Analytics

Communications and Change Management

Experience Governance Models

etc.

End-to-End Experience Mapping & Guiding Principles

Experience Management Office

@ronniebattista #UXSTRAT

also by channel:

THIS THING HERE IS FOR ILLUSTRATIVE PORPOISES ONLY! YOU DIG?

Page 28: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

VIII. THOU NOT SPEAK IN TONGUES: •! A UX Strategist at heart understands that UX and the

practice of UX is ultimately one of communication . . .

•!… As an empathetic translator / proxy advocate for the human audience…

•!… In the products and services we design, which communicate utility and inherent value…

•!… And in the ability to convey to business leaders the experience implications of why a path should or should not be chosen and the value of ongoing investment and growth in UX.

@ronniebattista #UXSTRAT

Page 29: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

IX. THOU SHALT NOT WORSHIP DIGITAL ONLY @ronniebattista #UXSTRAT

Page 30: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

X. THOU SHALT PRACTICE UX WITH HUMAN-CENTRIC INTEGRITY

•! As translators of business and technology to the human condition, UX is at the vanguard of a technological revolution that has already irrevocably changed base human interaction over the last two decades.

•! Possessing the tools and skills to capitalize on human behavior in context is powerful.

@ronniebattista #UXSTRAT

Page 31: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

http://serenelyrapt.wordpress.com/2013/05/19/hippocratic-oath/

If not us, who? @ronniebattista #UXSTRAT

Page 32: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

REVELATIONS @ronniebattista #UXSTRAT

Page 33: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

CONTEMPLATING UX STRATEGY How can I be the best in an emerging field that’s still defining itself?

@ronniebattista #UXSTRAT

How can WE help build this

profession to grow and support

those that come after us?

Page 34: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

“Technology reshapes the landscape of our emotional lives, but is it offering us the lives we want to lead? …. What are the responsibilities here? … What do we have, now that we have what we say we want – now that we have what technology makes easy. This is the time to begin these conversations, together. It is too late to leave the future to the futurists”. - Sherri Turkle

@ronniebattista #UXSTRAT

Page 35: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

www.retailminions.com

@ronniebattista #UXSTRAT

Page 36: UX STRAT 2013: Ronnie Battista, 10 Commandments of UX Strategy

Thank YOU!

@ronniebattista #UXSTRAT Can you see it from here?