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PREPARED BY
Let’s Get Real: Creating Tangible Experiences
@MARSINTHESTARS
June 23, 2015
STC Summit
Marli Mesibov, Director of Content StrategyMad*Pow
2STC Summit | @marsinthestars
Who am I?
• Director of Content Strategy at Mad*Pow
• Managing Editor of UX Booth
• Find me on Twitter @marsinthestars
3
1. What is an artist?
2. No more deliverables
3. Service provider woes
4. Get hit by a bus
5. Think forward
STC Summit | @marsinthestars
Today’s Agenda
5STC Summit | @marsinthestars
What Does “Artist” Mean?
“An artist should create beautiful things.” –Oscar Wilde
“What if I don’t make anything?” –Voices in Marli’s head
6STC Summit | @marsinthestars
What Does “Artist” Mean?
Type of artist Process Output
Writer Writing Book
Painter Painting Paintings
Sculptor Sculpting Knick knacks
Musician Playing Recordings
Knitter Knitting Hats, scarves, sweaters
Cinematographer Filmmaking Movies
Composer Composition Songs, music scores
Photographer Photography Pictures
Performance artist “Creation” Videos, ephemeral experiences
8STC Summit | @marsinthestars
User Experience
Definition (noun): A field where creative people find jobs that feel like art but pay like investment banking.
9STC Summit | @marsinthestars
User Experience
Job Process Output
Interaction designer Sketching/Wireframing Wireframes
Visual designer Designing Mockups
Copywriter Writing Copy decks
Project manager Managing/Scheduling Schedules and budgets
Information Architect Organizing Site maps
User researcher Interviewing/Testing Reports
Content strategist Planning/Strategizing ???
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• We create experiences.• Some of us make products.• Users feel experiences.• Users touch products.• Users expect experiences.• Users pay for products.
STC Summit | @marsinthestars
Products vs. Experiences
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“[UX Designers are] measured and compensated for the depth and breadth of their deliverables instead of the quality and success of the experiences they design.” –Jeff Gothelf, Lean UX: Getting Out of the Deliverables Business
STC Summit | @marsinthestars
The Problem with Deliverables
14STC Summit | @marsinthestars
Lean UX Goals
• Collaboration• Constant education and process-improvement• Quick iteration• User-focus• Creating an experience
18STC Summit | @marsinthestars
Service Provider (&content strategy) Woes
Right. So you’re a copywriter?
20STC Summit | @marsinthestars
Process vs. Deliverable
Process• End goal is to learn
or grow.• Specific steps are
incredibly valuable.• The client is integral
to the project.• UX is a process.
Deliverable• End goal is to build
a “thing.”• Specific steps don’t matter.• The client may or may not
be involved.• UX may create
deliverables.
21STC Summit | @marsinthestars
Benefits to Deliverables
• Tangible deliverables help outsiders to understand what we “do” (if we’re sure we aren’t doing the copywriting).
• Connecting our process to an outcome helps outsiders to recognize our “value.”
• Leaving clients with a physical thing helps them to remember our takeaways and advice.
24STC Summit | @marsinthestars
What Would You Leave Behind?
• Could someone else follow the timeline?• Could a stranger pick up where you left off?• Have you updated the team on your progress?• Are the files accessible?• What guidelines or strategies are only
recorded in your head?
25STC Summit | @marsinthestars
Deliverables!
“Let me be very clear: Lean UX is not “anti-deliverables.”
-Jeff Gothelf, Lean UX is Not Anti-Deliverables
26STC Summit | @marsinthestars
TL; DR
We create experiences, not deliverables.
However, we do create artifacts along the way that make those experiences sustainable.
28STC Summit | @marsinthestars
Steps to Thinking Forward
• What can we measure?• Who is creating, and what are they creating?• What happens if I leave tomorrow?• Experiences are ephemeral.
29STC Summit | @marsinthestars
What Can We Measure?
• My job is to help the user.• I will know I’ve been successful when
___________________.• I will measure that success by
___________________.• If I can’t measure my success, I might miss the
mark and not help the user.
30STC Summit | @marsinthestars
Who is On the Ground Level?
• Consultants are important. Strategies take time.
• Tangible proof takes MORE time.• Don’t screw over the worker bees.
31STC Summit | @marsinthestars
What Happens if I Leave?
• How does my team communicate?• What’s the simplest language I can use to
explain my work?• What is complete, what is in progress, and
what will be an ongoing process?
32STC Summit | @marsinthestars
Experiences are Ephemeral
• We can’t fix all perceptions.• We don’t want to fall back into the pre-Lean
UX trap.• Sometimes you have to suck it up and accept
that your client may not “get” what you do, but they like that you’re making their lives better.
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