1. Upselling UX: Moving from Pixels to Strategy Jim Laing – @jhlaing MidwestUX 2012

2. Jim Laing – Upselling UX – @jhlaing2 About Me I’m pretty new here – I started in UX and design less than 5 years ago Most of my experience has been in-house I remember what its like not to know about UX’s role in strategy

3. 3 About Me I’m pretty new here – I started in UX and design less than 5 years ago Most of my experience has been in-house I remember what its like not to understand UX’s role in strategy Jim Laing – Upselling UX – @jhlaing

4. 4 About Me I’m pretty new here – I started in UX and design less than 5 years ago Most of my experience has been in-house I remember what its like not to understand UX’s role in strategy Jim Laing – Upselling UX – @jhlaing

5. A Few Scenarios 5Jim Laing – Upselling UX – @jhlaing

6. 6 A Few Scenarios Jim Laing – Upselling UX – @jhlaing

7. 7 A Few Scenarios Jim Laing – Upselling UX – @jhlaing

8. What is Strategy? 8Jim Laing – Upselling UX – @jhlaing

9. Strategy is … Strategy is relative Strategy is about planning Strategy is about decision making Strategy is about increasing effectiveness 9Jim Laing – Upselling UX – @jhlaing

10. Strategy is … Strategy is relative Strategy is about planning Strategy is about decision making Strategy is about increasing effectiveness 10Jim Laing – Upselling UX – @jhlaing

11. Strategy is … Strategy is relative Strategy is about planning Strategy is about decision making Strategy is about increasing effectiveness 11Jim Laing – Upselling UX – @jhlaing

12. Strategy is … Strategy is relative Strategy is about planning Strategy is about decision making Strategy is about increasing effectiveness 12 Jim Laing – Upselling UX – @jhlaing

13. Focus: Product Strategy 13 Less Strategic More Strategic Organizational Mission Current business strategy Product strategy Content or technology strategy Interface design strategy Jim Laing – Upselling UX – @jhlaing

14. Strategy and Design 14Jim Laing – Upselling UX – @jhlaing

15. Design, like strategy, is relative 15Jim Laing – Upselling UX – @jhlaing

16. Design is about planning 16Jim Laing – Upselling UX – @jhlaing

17. Design is about decision making 17Jim Laing – Upselling UX – @jhlaing

18. Design is about increasing effectiveness 18Jim Laing – Upselling UX – @jhlaing

19. 19Jim Laing – Upselling UX – @jhlaing

20. 20 Two Types of Design Concrete design: what most people think of when they think about design. What a thing looks like and how it operates. Abstract design: What a thing is. What problem is it solving? Where and why will people use it? Jim Laing – Upselling UX – @jhlaing The Nine Pillars – Jesse James Garrett – www.jjg.net/ia/files/pillars.pdf

21. Concrete design and usability are the thin end of the wedge 21Jim Laing – Upselling UX – @jhlaing

22. Upselling UX 22Jim Laing – Upselling UX – @jhlaing

23. How the Upsell Works: What it looks like: 3 phases How you do it: 2 things you need to build 23Jim Laing – Upselling UX – @jhlaing

24. What It Looks Like – 3 phases Understand the product strategy Critique the strategy Help shape the strategy 24Jim Laing – Upselling UX – @jhlaing

25. What It Looks Like – 3 phases Understand the product strategy 25Jim Laing – Upselling UX – @jhlaing

26. What It Looks Like – 3 phases Understand the product strategy Critique the strategy 26Jim Laing – Upselling UX – @jhlaing

27. What It Looks Like – 3 phases Understand the product strategy Critique the strategy Help shape the strategy 27Jim Laing – Upselling UX – @jhlaing

28. How the Upsell Works: What it looks like: 3 phases How you do it: 2 things you need to build 28Jim Laing – Upselling UX – @jhlaing

29. 29 How – Build a Chain of Whys UnderstandCritiqueShape Ask why constantly What parts of the chain seem like weak links? Where is the user not considered? Do user research and suggest new chains

30. Jim Laing – Upselling UX – @jhlaing30 How – Build a Chain of Whys UnderstandCritiqueShape Ask why constantly What parts of the chain seem like weak links? Where is the user not considered? Do user research and suggest new chains

31. Jim Laing – Upselling UX – @jhlaing31 Ask why constantly What parts of the chain seem like weak links? Where is the user not considered? Do exploratory user research and suggest new chains How – Build a Chain of Whys UnderstandCritiqueShape

32. How Jim Laing – Upselling UX – @jhlaing32 UnderstandCritiqueShape The other thing you need to build is … trust

33. How Jim Laing – Upselling UX – @jhlaing33 UnderstandCritiqueShape The other thing you need to build is … trust

34. How – Build Trust Jim Laing – Upselling UX – @jhlaing34 Get (more) engaged with strategy Demonstrate (more) value and build (more) trust UnderstandCritiqueShape

35. How – Build Trust Jim Laing – Upselling UX – @jhlaing35 UnderstandCritiqueShape Don’t be an expert Empathize with your stakeholders

36. In Summary Strategy and design are the same thing – you already have the tools you need Without being engaged in strategy, you can’t create great experiences Concrete design and usability testing are the thin end of the wedge Engagement with strategy moves from understanding to critiquing to helping shape Along the way, build a chain of whys and constantly build trust Jim Laing – Upselling UX – @jhlaing36

37. Thanks! Jim Laing – Upselling UX – @jhlaing37