UX Strategy

Chapter 6. Storyboarding Value Innovation

“Reaching beyond existing demand is a key component of achieving value innovation.”^[40]

—W. CHAN KIM AND RENÉE MAUGBORGNE, BLUE OCEAN STRATEGY

IF YOUR GOAL IS TO INVENT, YOU NEED TO LOOK FOR THE BENEFITS that will make your product indispensable to users. That means you need to understand how to break out the big UX moments that need to show incredible value before you move into a formal design phase. To get there, you need to mash up the principles of Tenet 2, Value Innovation, with Tenet 4, Killer UX (Figure 6-1).

If you’re a seasoned design professional, be aware that this chapter is not about pushing pixels or making cool-looking deliverables. Instead, it’s about using design hacks to focus your team sharply on identifying and maximizing your product’s potential value innovation. It’s about accelerating your thinking through your product’s ultimate value proposition.

Figure 6-1. Tenet 2 and Tenet 4: Value Innovation and Killer UX

Timing Really Is Everything

In 1990, I devised an interactive animation that fused my software design skills with my love of experimental art and music for my master’s thesis at the New York University Interactive Telecommunications Program. It was a mash-up of technology and art jammed onto an 800 KB floppy disk. The electronic experience was programmed for the Macintosh in HyperCard and VideoWorks. ...