1. WORKING WITH AN
EXPERIENCE STRATEGIST
STRATEGY
DESIGN
v. 1.2

2. the term
USER EXPERIENCE
hasn't done our industry
any favours.

3. it's turned into such
an ambiguous term,
many people don't
even know what to
call people like me.

4. Jordan is the experience
architect.
Jordan is the guy who'll
be managing the UX on
the project.
Jordan is the Usability
Specialist.
Jordan is the
strategist.
Jordan handles all things
related to user experience,
usability, and information
architecture.
ordan is the experience
manager.
Jordan is the
information architect.
Jordan is the U
Designer.
Jordan is the UX
specialist.
Jordan is the UX.
Jordan is the UX
Strategist.
Jordan does th
UX.
Jordan is the experience
strategist.
do with UX,
Jordan. Jordan is the content
strategist.
Jordan is the b
analyst.
s the interaction
designer.

5. UX IS DEAD - LONG LIVE EXPERIENCE STRATEGY
Page 6
http://www.jjg.net/elements/pdf/elements_simpleplanes.pdf

6. USER EXPERIENCE + STRATEGY = EXPERIENCE STRATEGY
Page 6
Discovery
Definition
Design
STRATEGY UX
EXPERIENCE STRATEGY LASTS THROUGHOUT THE PROJECT

7. Site Metrics
User Survey
User Research
(i.e. eMarketer research)
Competitive Analysis
SEO/SEM Research
(i.e. SEOmoz tools)
Stakeholder Interviews
Persona Creation
Taxonomy
Content Planning
Information Architecture
Content Governance
CMS/ Amin/ Workflow
CONTENT
Channel Strategy
Ecosystem Design
Response Assessment
SOCIAL
GA Account Setup
Segmentation Analysis
Keyword Opportunity Analysis
Link Strategy
SEARCH
STRATEGIC
FRAMEWORK
STRATEGY
Page 7
GENERAL APPROACH (NOT EXHAUSTIVE)

8. Approachable Trustworthy Intuitive Clear Secure
you must be
APPROACHABLE
Trait 2: Appropriate Use of Personalization. Lorem
ipsum dolor sit amet, consectetur adipiscing elit. Etiam
sollicitudin purus in odio posuere at rhoncus orci
faucibus. Vivamus sit amet nisi tellus, in ultricies diam.
Mauris blandit porttitor leo, vulputate commodo nulla
pellentesque eget. Mauris sit amet sem magna. Ut nec
quam sapien, in lobortis enim. Cras ultrices
Trait 1: Human Voice. Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Etiam sollicitudin purus in odio
posuere at rhoncus orci faucibus. Vivamus sit amet nisi
tellus, in ultricies diam. Mauris blandit porttitor leo,
vulputate commodo nulla pellentesque eget. Mauris sit
amet sem magna. Ut nec quam sapien, in lobortis enim.
Cras ultrices felis sit amet tellus tempus eget fringilla
dolor tempor. Aliquam est sapien, bibendum ut pharetra
vel, aliquet sed orci. Vestibulum bibendum met
Trait 3: High Signal v. Noise Ratio. Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Etiam sollicitudin purus in odio posuere at rhoncus orci faucibus. Vivamus sit amet nisi
tellus, in ultricies diam. Mauris blandit porttitor leo, vulputate commodo nulla pellentesque
eget. Mauris sit amet sem magna. Ut nec quam sapien, in lobortis enim. Cras ultrices felis
sit amet tellus tempus eget fringilla dolor tempor. Aliquam est sapien, bibendum ut
pharetra vel, aliquet sed orci. Vestibulum bibendum met
Trait 4: Human Design Elements. In et dolor risus. Cras condimentum venenatis ante, ac
porta turpis facilisis non. Curabitur id dolor orci. Etiam urna neque, iaculis sit amet
accumsan sed, laoreet ac neque. In fringilla, felis ut iaculis tincidunt, eros sapien rhoncus
massa, in commodo sem elit nec purus. Praesent placerat enim arcu. Praesent non nunc
at massa lacinia dignissim a nec tellus. Vestibulum non mauris dolor. Sed mattis porta
luctus. Aenean imperdiet egestas arcu quis vestibulum. Praesent luctus, odio vel sodales
porttitor, elit leo eleifend neque, sed blandit urna felis nec velit. Sed at ligula lorem, vitae
hendrerit nisi.
Strategy Notes: Lorem ipsum dolor sit amet Experience Notes: Lorem ipsum dolor sit amet
STRATEGIC FRAMEWORK
Page 8
EXAMPLE

9. SCOPE
Page 9
STORY METHOD
USER STORY MAP
As a user I want to
manage my
financials on any
device so that I don't
have to go out of my
way.
⁃ Users have iOS,
Android, and BB's
⁃ Users have
phones, laptops,
desktops and
tablets.
⁃ Users are mobile
while banking
⁃ Users are
concerned about
mobile security
EPIC WE KNOW
As a user I want to
find information
about products and
services that might
interest me so that I
can feel comfortable
about what products
and services I'm
using
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EPIC WE KNOW
As an administrator I
want to be able to
manage my
relationship with my
clients so that I can
meet my goals and
maintain happy
customers.
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EPIC WE KNOW
As a user I want to be
able to see a
summary of all my
accounts on one
single page so that I
can monitor my
financials quickly
and easily.
⁃ Users are ok with
scrolling
⁃ 80% of users have
less than 4
accounts
⁃ Prominence
should be given to
investment
accounts
STORY WE KNOW
As a user I want to be
able to see all of my
notifications in one
place so that I don't
have to search
multiple places for
my notifications.
⁃ Users don't want a
message archive.
⁃ Users prefer split
view of messages
and their contents
⁃ Users don't use
advanced options
like sorting or
filtering
STORY WE KNOW
As a user I want to be
able to be able to
take action to correct
any financial
warnings or alerts
I've set up directly
from the alert so that
I don't have to figure
out how to correct
the warning or alert.
⁃ Users don't want to
figure out how to
correct an alert,
give users a CTA.
⁃ Once action is
complete, return
users to place of
origin.
⁃ Provide an easy
way to dismiss
notifications
STORY WE KNOW
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STORY WE KNOW
SPRINT 1
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SPRINT 2 SRINT 3 SPRINT 4 SPRINT 1 SPRINT 2 SPRINT 3 SPRINT 3 SPRINT 4
SPRINT 1 SPRINT 2 SRINT 3 SPRINT 4 SPRINT 1 SPRINT 2 SPRINT 3 SPRINT 3 SPRINT 4
PRIORITY:●●● ESTIMATE: 95 PRIORITY:●●● ESTIMATE: 33 PRIORITY:●●⃝ ESTIMATE: 125 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95
PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95
PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95
PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95 PRIORITY:●●⃝ ESTIMATE: 95
As a user I want to
find information
about products and
services that might
interest me so that I
can feel comfortable
about what products
and services I'm
using
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EPIC WE KNOW
KNOW STORY WE KNOW STORY WE KNOW ST
SPRINT 1
,,
AS A user/admin/guest
I WANTdescribe what the
user want's to be able to do,
from a first-person
perspective. SO THAT
describe benefit or result of
feature.

10. STRUCTURE
Page 10
FLOW PRIORITIZATION APPROACH
Copyright © 2012 - BBDO Canada
PhasesInteractions
Customer
Response
System
Response
Business
Response
1 - API REQUEST 2 - SUBMIT APPLICATION 3 - FINALISTS PUBLISHED 4 - EVENT 5 - WINNERS ANNOUNCED
Sounds right up my ally
Worth a look
Good way to get publicity
Good way to get funding
Good way to get access to recipe content
Talk with Friends
See OLA's
Visit Site
Request API
Key
Think about
App (concept)
Receives API
Key +
Documentation
Don't have time
Don't care about recipes
Don't have any ideas
Not sure what the API can do
Don't want to give up creative control of my idea
API key's distributed by e-mail based on email verification
Reminder email: Last day to verify
API Key + Good Luck/ Inspiration
Please verify your email address
Verify Email
Address
Investigate
API
Code
Test &
Revise
Get
Support
Get inspiration
for pitch portion
of application
Submit
Application
(code + pitch)
I didn't realize the API could do that
I've learned something new
I didn't think cooking could be fun
Campbell's is forward thinking and fun
I could play with this forever
The API is too slow & buggy to be useful
I'm confused and don't know how this works
This whole contest is gimmicky
The timeline is unrealistic
I bet everyone is more talented than me
Provide API support & pitch inspiration
I love getting feedback from real users
I might make it to the finals next year
This is inspiring
Campbell's really cares about it's customers
Campbell's listens to us like we're real people
None of these are as good as my idea
I bet these are friends of the judges
I feel intimidated to comment
This seems unsafe to interact with
Encourage community participation + Support finalists
I love being able to follow the event in real time
I hope they do this again, I'll definitely participate
I like that the judges are Tweeting
I like being able to use the demo & listen to the event
I'm confused and can't follow the live blog
I live in New York and no one said I could attend
The judges aren't qualified to select a winner
Facilitate live blog + participate in event
These are truly innovative apps
I want to try these right now
I hope they do this again
Campbell's is an innovative company
These will help me everyday
These apps have no value
It looks like these were commercially done
This contest wasn't fair
I'm confused about how the winners were chosen
Encourage conversations + provide access to beta
Application Received
What comes next.
Update site with
Phase 2 messaging
Update site with
Phase 3 messaging
Update site with
Phase 4 messaging
Update site with
Phase 5 messagingSelect Winners
Plan for Trip
Finalists notified &
event instructions provided
Final itinerary provided
Travel to Event
Pitch
Submit posts
to live blog
Submit posts
to live blog
Live blog
coverage
Judging
Winners
Selected
Talk with friends
about apps
Sign-up
for Beta
Final Apps
Available (Announcement)
See OLA's for
Final Apps
Download
Final Apps
View Finalists
Vote/Comment
Share with
Friends
See SEM
for Finalists
Talk with friends
about finalists
Winners receive email notification w/
edits to app & fulfilment details.
Finalists who did not
win notified/ thanked
Applicants who didn't make it
notified/ thanked
HACK THE KITCHEN
EXPERIENCE MAP
Peter
Age: 27
Location: Chicago, IL
Computer Skill: ★★★★★
Key Motivators
• Hears about contests primarily through
friends
• Constantly connected either on a
computer or mobile device
• Authority on tech/ software trends
• Requires motivation to participate in a
contest
• Does not usually participate in online
contests
• May not use recipes, but is familiar
with Campbell's
• Analytical thinker that requires benefits
to be explicitly stated
• Will not spend time reading, quick to
click and investigate
• Early adopter of technology
• Social networker, especially active on
Facebook & LinkedIn
• Subscribes to tech blogs like
Engadget & TechCrunch
• Entrepreneurial spirit
• Active in select coding forums, shares
code.
Legend:
Non-Linear Experience Conversion Online Offline Social Ad/ Communication Email
Hierarchical
Numbering
Template ID
Page ID
EXPERIENCE MAP OR USER FLOWS ESTABLISH A USERS JOURNEY….
A SITE MAP TRANSLATES FLOWS INTO A HIERARCHICAL REPRESENTATION OF CONTENT.

11. SKELETON
Page 11
CYCLIC APPROACH
Page
Content
Links
Flow
Ecosystem
Navigation
CYCLE 1 CYCLE 2 CYCLE 3
IT STARTS WITH AN IDEA THAT NEEDS TO BE FLESHED OUT. WHETHER WE ADD FIDELITY ACCORDING
TO USER STORIES, OR BASED ON GETTING TEAM ALIGNMENT, WE ALL GO THROUGH CYCLES. WE
ITERATE AND IMPROVE AS WE SOLVE VARIOUS PROBLEMS.

12. SURFACE
Page 12
CONCEPTUAL RATIONALIZATION APPROACH
CREATIVE DIRECTORS AROUND THE WORLD HAVE BEEN FORCED OUTSIDE OF THEIR COMFORT ZONE
WITH PLATFORM REDESIGNS. MANY AD AGENCIES, WITH STRONG CREATIVE LEADERSHIP, HAVE
TAKEN ON WEBSITE REDESIGNS WITHOUT REALIZING THERE ISN'T NECESSARILY A 'CREATIVE IDEA'
THAT DRIVES A WEBSITE REDESIGN. THESE PROJECTS OFTEN BENEFIT FROM HAVING AN
EXPERIENCE DIRECTOR TAKE ON THE ROLE OF A CREATIVE DIRECTOR;
AND WORK DIRECTLY WITH AN ART DIRECTOR AND COPY WRITER.

13. it's not over just
because it's live.
the organization needs
to commit to measuring
& optimizing.

14. what do you think?