@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.)