Okay, so I’m finally getting around to posting part 2 of my day 2 notes from MX 2010. You can find day 1 here and day 2, part 1 here.

Lane Becker, Get Satisfaction

When social systems meet customer service: social effects on processes

  • Experience design loves the customer
  • Businesses see customers as a productivity killer
    • Shorter time to call incentivizes customer avoidance
  • Friction-free communication is the new norm. Businesses must adapt to the (social) network
  • In an information society, failure can be valuable and cost-less
  • Old biz model: Hierarchies create barriers to our customers and control information
  • New biz model: View your organization as a sponge. Allow information to go in & out
    • Understand customers are out there
    • Every oart of the organization is customer aware
  • Companies need to be agile – “Documentation is just a record of failed collaboration”
  • “It must be safe to tell the truth.” – Pixar

Margaret Gould Stewart, YouTube

YouTube is the second largest search engine on the planet (to Google)

  • Need to introduce structure to help evolve it
  • As a manager, I’m more involved in the day-to-day at YT than I was at Google
  • Establish strong standards
  • Dance the line of micro-management

“Always look for a place to work where the CEO has a design background.”

Increase the brand of the UE Team

  • Can’t demand more influence
  • Can’t just be “the strategy group”
  • Currency is data and technical chops
    • Love working with engineers
  • Have to execute goo design very quickly
  • Must manage small iterative change along with long term vision work
  • Very difficult to position UE as strategy only. No currency with the organization.
  • Switched the UE org structure to experiences, not org around engineering teams
    • Engineering and PM have followed suit in some cases
  • Q: What is product strategy?
    • YT didn’t have a North Star
    • Short releases need to drive toward a vision
    • In fast moving orgs, too much process gets you out of the conversation. Have to produce something and not just talk about it.
  • Q: How do you form a product strategy?
    • Collaborative: Where is the business going? What matters to our viewers and producers?
    • How does the entire ecosystem function? -> Articulate the most important experiences.
    • Stakeholder interviews
    • Share everything; post work on walls, online, in road shows
    • Build demos
    • Put inspiration materials in front of engineers and let them build.
    • Communicate boundaries so that people can knowingly break the rules.
    • YouTube blog is used to help communicate that change is coming and why. Helps to show data.
    • No silos, organize around the experience

Ryan Freitas, Second Verse

Balancing data-driven and genius design

  • Too many teams get bogged down in details
  • Genius design: Articulate the holistic experience. Build the novel, elegant, or compelling. For all the rest, default to data
  • Metrics: Conversion, Discovery, Contribution
  • Data removes risk and allows riskier ideas to be expressed
  • Behavioral data will become the primary driver of tactical  design decisions within your org
  • Identify, isolate, validate
  • Start designs with page structure and messaging
  • Iterate without sentimentality

Brandon Schauer, Adaptive Path

Be the CXO (Chief Experience Officer) – even if you’re not, start acting like you are

Connect every decision to the big picture:

  1. Kill dumb things
    – Stop bad investments, enable the good.
    – Eliminate bad experiences
    – Build respect
  2. Redefine the problem
    – Choose the right context for your decisions & insist others do the same
    – Speak the truth and carry the data
  3. Tell simple stories
    – Tell what happens if you don’t act
    – Set the experience vision
    – Say it over and over again
  4. Orchestrate work that yields great experiences
    – Get people from across the organization in the same room together
    – Go back and back to your customers
    – Be design facilitators (we don’t have to do it all ourselves)