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@benjudy [email protected] slides: benjudy.com/uxstrat2016
OBLIGATORY MICHAEL PORTER QUOTE
“The essence of strategy is choosing what not
to do.”
@benjudy [email protected] slides: benjudy.com/uxstrat2016
Mission-Based UX Strategy customer benefits for pro tax preparers
EliminateWasted Time
Make a Difference to Taxpayers
Grow My Practice
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
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
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
Pro Tax Vision:
Bring the power of time and money to accountants and their clients -
so they may prosper
@benjudy [email protected] slides: benjudy.com/uxstrat2016
Pro Tax Vision:
Bring the power of time and money to accountants and their clients -
so they may prosper
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
H/T: Erik Flowers & Megan Erin Miller Practical Service Blueprinting practicalservicedesign.com
customers in front
business back stage
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
?
customer-facing strategy
@benjudy [email protected] slides: benjudy.com/uxstrat2016
internal change management
? ?
@benjudy [email protected] slides: benjudy.com/uxstrat2016
“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
@benjudy [email protected] slides: benjudy.com/uxstrat2016
What are the biggest roadblocks you experience when working across business units or functional groups?
@benjudy [email protected] slides: benjudy.com/uxstrat2016
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%
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
Pro Tax Vision:
Bring the power of time and money to accountants and their clients -
so they may prosper
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
http://www.benjudy.com/definitions-of-ux-strategy
CLOSING THOUGHTS
@benjudy [email protected] slides: benjudy.com/uxstrat2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
USA 2016
@benjudy [email protected] slides: benjudy.com/uxstrat2016
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