CHAPTER 12
HOW TO NAVIGATE THE PLAYBOOK: Creating your own learning journey based on your intent
The most important part of this book is the Playbook, which is designed to help you drive business value. To navigate this part, understand its two components:
The first is the four pillars and the second are the plays that focus on different problems within each pillar.
Each play is created to help you mindfully navigate the solution to the problem of focus (framed as a “How do I …” statement), by understanding all the key variables that you will need.
The playbook is structured around four pillars:
- Experience strategy: building and sustaining your organization’s focus on experience design;
- User research insights: building and sustaining your organization’s empathy for its users;
- Product thinking: building and sustaining your organization’s productization of great experiences;
- Design doing: building and implementing high‐quality experience design.
Each pillar ends with the program play aimed at leadership personas so your team can effectively build, structure, and govern that program for long‐term sustainability.
This playbook is for everyone in the experience design ecosystem: the apprentice, the practitioner, the design leader, the business leader, and the collaborator. You’ll recognize yourself in one or more of them.
The first play you’ll read in the Playbook starts with the user empathy play in Chapter 14. This play sits outside of the four pillars because building user empathy is a foundational mindset and attitude one has to master before thinking about experience strategy, user research, product thinking, and design doing. Furthermore, it’s everyone’s job to develop and deepen empathy, whether you are a business leader, collaborator, or a designer. It’s a core building block for all other plays. Once you have empathized with the user, you are ready to dive in.
| How do I develop understanding to truly empathize with my user? |
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| How do I build a robust program around experience design? |
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| How do I develop understanding to truly empathize with my user? |
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| How do I foster a user‐first culture? |
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| How do I grow the collective empathy of my organization? |
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| How do I enable experience practitioners to grow professionally in their careers? |
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| How do I hire experience practitioners? |
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| How do I build a robust program around experience design? |
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| How do I run a research program? |
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| How do I develop understanding to truly empathize with my user? |
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| How do I build a seamless experience for the user across the entire ecosystem? |
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| How do I create a roadmap around the experience of a user? |
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| How do I convey an experience vision that activates my organization? |
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| How do I ensure rigor in my research? |
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| How do I measure the success and quality of my user experience? |
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| How do I consolidate and leverage research insights organizationally? |
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| How do I define “baseline” and “best‐in‐class” product experiences? |
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| How do I align for success at the beginning of the design phase? |
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| How do I decide what the right problems to solve are? |
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| How do I ensure the delivery of a great product experience? |
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| How do I collaborate across the organization to drive seamless and informed product experience design? |
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| How do I catalyze great product experiences? |
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| How do I run an effective Experience Design Doing Program? |
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| How do I develop understanding to truly empathize with my user? |
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| How do I know which method to use to gather insights? |
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| How do I recruit the right participants for user research? |
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| How do I ensure rigor in my research? |
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| How do I decide what the right problems to solve are? |
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| How do I systematically optimize and build experiences? |
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| How do I hone in on effective and quality design? |
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| How should an experience design review be run? |
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| How do I build and scale experience designs with high consistency and quality? |
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| How do I test the quality of delivered vs. engineered experience designs? |
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| How do I develop understanding to truly empathize with my user? |
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| How do I collaborate across the organization to drive seamless and informed product experience design? |
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| How should an experience design review be run? |
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| How do I build and scale experience design with high consistency and quality? |
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