Friday 28th September, 2012
11:00am to 11:45am
Every week brings a smorgasbord of startups and apps demanding our attention. With every game-changer come the imitators; innovating, expanding and pivoting, each lean iteration bringing more and more features. How then to create a product that cuts-through the noise and gets noticed? And remembered? And even loved?
This is the story of my mission to do just that at B2B startup Huddle. Business software is the last frontier of user experience design. Too many products competing with too many features, offering similar, generic, impersonal experiences. A lot of it just plain sucks. What if we stopped trying to compete on features, but instead on the quality of our experience?
First we'd need to change the company culture. Warn of the dangers of the feature-set arms-race, and sell the virtues of user experience. You'd have to persuade engineers that it's better to do less. Get sales to look beyond the spec sheet. Get management to narrow their focus and simplify their proposition.
Next we address the experience itself. We're competing here, so this isn't just about user goals - it's about brand building. Our medium is our message, and our message has to be unique, talkable and authentic. Traits and values that stem from our culture and occupy a unique position in a customer's mind.
In this presentation I’ll take you through the talks I gave at Huddle to get buy-in to building a user experience culture, and the brand building exercises used to cut through the corporate bluster and create a message that infuses our product and sets us apart from the competition. If you’re struggling to get buy-in for UX in your company, or if your product feels a little too much like everyone else’s, you’ll come away armed with the tools to make a difference.
Into brand, words, product design and customer experience. Available for children's parties. bio from Twitter
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