IA Summit 08: The Business of Experience
The Business of Experience: The Experience Impact Framework
Jess McMullin
nForm
In this session Jess discussed how to work within an organization to get the best results, using his experience impact framework. We have tools to understand our users, but there's need to understand the business to have a successful project.
1. Identify audience. Look at business persona / influence network
8 types of people:
- Advocate (on your side)
- Superior
- Peer
- Frontline people (front desk)
- Critic
- Validator (could be person, research or competitor)
- Gatekeeper (finance / legal)
- Maverick
2. Understand motivation
- Risk
- Reward (what is it?)
- Power
- Inertia (how things are going to be in the future)
- Vendorship
3. Understand activities
- Lead (insight, direction, resources, constraints, outcomes)
- Manage (people, process, money, materials, infrastructure)
- Execute (discover, develop, produce, market, sell, deliver, support)
4. Target your methods
Methods trump methodology
U.S.E. / Understand, Solve, Use (in cyclical motion)
- Understand (qualitative, quantitative, analysis, synthesis, modeling)
- Solve (model, architecture, flow, prototype, interface, specification)
- Evaluate (analytics, heuristics, usability testing, metrics)
Must have empathy for business needs
5. Commit to action
- Build Trust
- Open Questions (open ended)
- Closed Questions (looking for specificity)
- Will You? Questions
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