Catherine Heath and Jessica L'Esperance

1. The Powerful New
Partnership.
Huge
SXSW
July 24, 2014

2. Planning and UX have fought over
who owns the ‘audience’ or ‘user’ for
too long.
The old guard

3. Planning & UX partnership is the
new world version of the Copy
Writer & Art Director partnership.
New world order

4. The Powerful New Partnership.
UXPLANNING
MAGIC
+

5. Brand capability addresses not just unmet needs.
Unspoken
e.g. Streaming content
portability, on-demand
car services
Unmet
e.g. Portable health
records, one-click
checkout
Unknown
e.g. Touch screens in
first-gen iPhone, ATMs,
autonomous vacuum
cleaners
Success requires finding
& leveraging true audience needs together.

6. Clues are everywhere.
Planners are experts on being out in the world: understanding the big picture.

7. Don’t ask, observe.
UX are experts on observing digital behavior: understanding the detail.

8. Get dirty and real.
Leave preconceptions at the door: UX and Planning together make magic happen.

9. Connect with the audience more …
Frequently
Fluidly
Intimately

10. Most importantly UX and Planning must…
Listen to each other, then leap
together.

12. Your Planning and UX Presenting Partnership.
Jessica L’Esperance
VP User Experience
Catherine Heath
VP Strategy & Planning

13. Thank you.