January 17, 2016
Education, Media, and Public Service are having their business and service delivery models disrupted. Sometimes, they haven’t fully internalized customer, student, or patient-centric business drivers, and sometimes they can’t justify budget line items related to user-centered design in this fiscally constrained environment.
The result is that designers may need to “disguise” user-centered design methods behind other processes, and play it fast and loose with research methodologies to get the job done, while speaking to clients in a language they can both understand and get behind.
In this session, Christine will illustrate how she has enlisted scenario planning, a facilitation methodology used in strategic business planning, as a tool to effectively create user personas and journey maps with simple and clear implications for adaptive content delivery. She will walk through how a traditional sales and marketing funnel became a powerful model to structure just-in-time content delivery for a healthcare client to progressively disclose information at exactly the right level of complexity for the user. And how she has used process design exercises to enlist active participation of clients in the UX design process that has helped them improve their service delivery.
When we mashup user experience design practices with strategic planning and other, sometimes non-traditional business processes, we add value to organizations that goes well beyond the user experience. It helps them to be better at doing what they do.
This session will be of interest to project leaders who want to better understand how to “sell” user experience design, as well as user experience designers who want to learn about new ways of approaching clients who may not understand what they do. Knowledge of standard user experience design methodologies is a must, as is a desire to learn about new ways to work with business leaders to help them derive more business value from their website or app design.