Much of the business conversation surrounding customer experience and business strategy within corporations is based on myths that don’t support great products and services. UX people get stuck in the middle—between customers, managers, and financial decision-makers. However, new definitions of value, relationship, and experience can help us reframe what we do. And new tools, like the waveline, can help us not only design and develop better offerings, but better sell the value of what we do internally. Ultimately, designers needs to build their way into the strategic direction of their organizations, both to improve the results of their organizations as well as the opportunities for design.
Usually, designers aren’t prepared for strategic conversations about an organization’s business or model. They lack the insight and vocabulary their business peers use. However, they are usually closer to customers and, with the right tools, can provide better market insight than typical market research approaches. The challenge is to prepare these insights in a way that their peers can use successfully. The answer is in understanding the tools our peers use, the framing they use for their data, and to introduce improved tools that highlight better opportunities—that make even better use of design insights, process, and knowledge.
This workshop is for the UX professional who is looking to better understand strategy and conversations about value within their organization. Attendees can be new to corporate strategy and tools like SWOT analyses and Positioning. However, even those with some experience will find better ways of using these tools and building better strategy, in a UX context. This includes being able to counter arguments against investing in UX objectives.