A shared vision is something that successful companies have in common. Apple CEO Steve Jobs’ stated their vision for the iPod was – “to make it so simple that people would actually use it”. Proven to work, yet little is known about what they are, when This presentation aims to answer all these questions.

1. A Shared Vision
The coordinating force behind great UX

3. Simple
Stable
Fast

4. Visions work
Bring people together
Stay on track
Keep focused on who’s important
Help make choices
Manage complexity
Lets designers do what they do best
Match how we think
Glue in Agile process
Consistency across platform, formats, devices
Across new models of interaction

5. You press the button,
we do the rest.

6. Wake up happy

7. Design, innovation
& the joy of driving

8. “To write songs that make people feel the
thing that makes them want to hear it again’
Ben Dillard, DEATH CAB FOR CUTIE

9. Always simple
& complete

10. Why visions fail
Set up front
Not Simple, Attainable, Measurable, Emotional
Fiction not fact
Try to be perfect
Not shared, lack of buy in
No one to bang the drum
Not focused on users
Lack a plan to deliver it

11. A good vision is
Not set up front
Simple, Attainable, Measurable, Emotional
Fact not fiction
Sometimes imperfect
Shared
Bought into
Championed
Focused on users
Has a plan to deliver it

12. Simple

13. Finding the core
“Turned out to be about making users feel good about
putting things off”
"When we thought about why people would use Things, we realised
they had a lot on their plate. They wanted to achieve a lot and still
feel in control. They needed to be able to capture a thousand items
and yet not feel overwhelmed when they looked at the list. Things put
a lot of effort into making sure they'd only see a handful of the most
important things, but they'd be able to find all their other notes and
reminders when they needed them. Jurgen Schweizer

14. Attainable
‘A vision a stake in the sand on the horizon.
You can’t get there today, but you can clearly see it in the distance.
You can see the steps you take in either bringing you towards the vision or taking you away’.
Jared Spool

15. Telling tales
“An insured home and car owner, having just had a tree fall
on their garage, will log into the site, explain the damage,
upload pictures, and get initial claim approval to start
temporary repairs and get a rental car – all within a few
minutes.
Within the next 24 hours, inspection appointments and a
detailed damage assessment are scheduled and reviewed, and
the repairs are underway within 48 hours.
All the payments are handled electronically from the
insurance company, with a single NET-60 bill sent to the
policy holder for the deductibles.”
Jared Spool

16. Measurable
‘A vision is a clearly
articulated touchstone to
help make choices during
the design and development
of a web site’
Jesse James Garrett

17. All about the map

18. Emotional
Beauty
Proficient
Usable
Reliable
Functional

19. Vision framework
Simple – express the core
Attainable – within reach
Measurable – against decisions
Emotional - connect with users
Story framework:
Leading character
Ambition
Conflict
Outcomes.

20. Vision workshop
Aim
Validate insight
Open lines of communication
Shape the vision. Don't create it!
Build shared ownership through involvement
Good workshops
Are well planned
Have ground rules
The right people

21. Vision for Flickr

22. Start with a story
'So, you're on holidays in Cuba, taking lots of photos. Back at your
hotel, you log onto Flickr, and quickly upload photos to share with
friends back home. You easily tag, annotate and organise, before
adding location. You’re careful not to share some photos. While on the
site, you discover some hidden treasured from other users. Next day,
you get notifications to say some people have commented on your
photos. One contact has added a photo as a favourite, which is
satisfying. A couple of nights later, you do the same, but add some
more people to share with. You're still surprised by the speed of
upload, and how much space you get’.

23. Light the fuse
Imagine you’re a Flickr user. What are the
qualities of the site that matter to you?
Include the feeling associated with these qualities.
Method: Post up
Fun, useful, innovative, progressive, trustworthy, prestigious,
dynamic, responsive, friendly, simple, clear, distinctive, relevant,
tailored, discovery, valued, connected, joined up, learn, personal,
direct, show off, showcase, quick, helpful, define through photos,
capture life, share moments, community, proud, explore, find,
collect, own, copyright, remembrance, inspiration, nostalgic,
curiosity, serendipity, surprise, delight, accessible, secure,
stay in touch, find people, reliable, organised, safe,
easy to use, unlimited.

24. Here’s a trick
Remove the system qualities
Experience qualities
Fun, innovative, progressive, trustworthy, prestigious, dynamic, friendly,
distinctive, relevant, tailored, discovery, valued, connected, joined up,
learn, personal, show off, showcase, quick, helpful, define through
photos, capture life, share moments, community, proud, explore, find,
collect, own, remembrance, inspiration, nostalgic, curiosity, serendipity,
surprise, delight, stay in touch, find people, organised.
System qualities
Useful, responsive, simple, clear, direct, quick,
accessible, secure, reliable, safe,
easy to use, unlimited.

25. Hidden patterns
Affinity mapping
Fun Discovery Unique Memories
Friendly Surprise Innovative Define yourself
Trustworthy Delight Dynamic Define through
Valued Serendipity Distinctive photos
Tailored Community Progressive Capture moments
Personal Explore Prestigious Remembrance
Helpful Connected Nostalgic
Learn Joined up Curiosity
Excited Collect Record memories
Proud Find people Organise
Stay in
touch
Share
Show off
Showcase
Relevant

26. Hidden patterns
Affinity mapping
Trusted Social Intelligent Moments & memories
Fun Discovery Unique Memories
Friendly Surprise Innovative Define yourself
Trustworthy Delight Dynamic Define through
Valued Serendipity Distinctive photos
Tailored Community Progressive Capture moments
Personal Explore Prestigious Remembrance
Helpful Connected Nostalgic
Learn Joined up Curiosity
Excited Collect Record memories
Proud Find people Organise
Stay in
touch
Share
Show off
Showcase
Relevant

27. Prioritise
Dot voting
Trusted Social Intelligent Moments & memories
Fun Discovery Unique Memories
Friendly Surprise Innovative Define yourself
Trustworthy Delight Dynamic Photos define
Valued Serendipity Distinctive Capture moments
Tailored Community Progressive Remembrance
Personal Explore Prestigious Nostalgic
Helpful Connected Curiosity
Learn Joined up Record memories
Excited Collect Organise
Proud Find people
Stay in touch
Share
Show off
Showcase
Relevant

28. Refine qualities
Best fit: Define yourself through photos
Trust that your photos are in good hands
Feeling good about staying in touch
Excited about discovering new things
Fun that comes with sharing photos
Pride from a good photo
Delight in discovery
Reward from people responses
Excitement created from notification
Satisfaction with keep on top of my photos
Comforted that my memories are captures
Happy with ease of showcasing photos

29. Vision template
Vision Trusted, social, delightful, easy
Insight People define themselves through photos
Upload a photo, share a story, showcase your life, relive a memory,
Themes
discover the world
Define, Trust, Discovery, Share, Find, Showcase,
Qualities
Stay in touch, Capture moments, Record memories, Relive
'So, you're on holidays in Cuba, taking lots of photos. Back at your hotel, you log onto Flickr, and quickly
upload photos to share with friends back home. You easily tag, annotate and organise, before adding
location. You’re careful not to share some photos. While on the site, you discover some hidden treasured from
Story other users. Next day, you get notifications to say some people have commented on your photos. One contact
has added a photo as a favourite, which is satisfying. A couple of nights later, you do the same, but add some
more people to share with. You're still surprised by the speed of upload, and how much space you get’.
Upload, share, tag, annotate, organise, locate, set privacy,
Goals
explore, discover, notify, favourite, comment, contact, record
Guiding principles Your photos are yours. In good hands. Photos look better here.
It’s your stuff, you decide who sees it.
Tension points Yahoo log in, speed of upload, social, out dated design
Remembrance, inspiration, pride, curiosity, delight, nostalgia, fun,
Emotions to evoke satisfaction, comfort, trust

30. Conclusion
Share your inner most thoughts!
Successful companies have a vision in common
Define the experience upfront
Creating a vision can be daunting
We need a standard way
A framework and template can help
Telling stories helps too
Remember, a vision is better late, than early
It’s a team effort
Find a perfect vision or not, the journey is worthwhile
Every vision needs a plan
Lastly . . .

31. Essential reading
Simple and Usable
Web, mobile, and interaction design by Giles Colborne
Gamestorming
A playbook for innovators, rulebreakers, and changemakers by
Dave Grey, Sunni Brown, James Macanufo
Undercover User Experience Design
Great UX with a tiny budget by Cennydd Bowles and James Box
Back of the Napkin
Solve problems and sell ideas with pictures by Dan Roam
Made to Stick
Why some ideas take hold by Chip and Dan Heath
Start with why
How great leaders inspire by Simon Sinek

32. Thanks!
Email me: alan@analog.coop
Personal site: http://alancolville.org/
Work with me: http://analog.coop/
Twitter: http://twitter.com/#!/alancolville
Flickr: http://www.flickr.com/photos/alancolville/

33. Shoulders of giants
Thanks to
Jane Ward, Richard Caddick, and Giles Colborne
Inspired by
Giles Colborne, Jared Spool, Cindy Chastain, Jesse James Garrett

34. Links
Johnny Holland ‘What is an Experience Strategy’ http://johnnyholland.org/2009/06/04/what-
is-an-experience-strategy/
Cindy Chastain from Boxes & Arrows - Experience Themes - How a storytelling method can
help unify teams and create better products. Slideshare (http://www.slideshare.net/
cchastain/experience-themes-an-element-of-story-applied-to-design-1190389)
Jared Spool 'The Experience Vision'- http://www.uie.com/brainsparks/2006/05/31/the-
experience-vision/
Joe Lamantia from Beyond Findability - IA Summit 09 (http://2010.iasummit.org/talks/9693
Making a User Experience Strategy Tangible by Catriona Cornett
http://www.inspireux.com/2010/05/31/making-a-user-experience-strategy-tangible/?
utm_source=twitterfeed&utm_medium=twitter
For more useful tips of facilitating a collaborative workshop visit Leisa Reichelt's notes on her
workshop for facilitating workshops - http://www.disambiguity.com/uxdo-workshop-
facilitation/
How to fit story telling element in better by Sarah Doody- http://www.slideshare.net/
sarahdoody/the-need-for-storytelling-in-user-experience-design-8999357