UXNZ 2015 : UX Coaching as a journey
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UX is in hot demand and experienced UX people can be thin on the ground. Engaging external expertise can help organisations with limited budgets to meet immediate business goals and build sustainable UX know-how internally. Using a UX coach doesn’t diminish operational complexities, and it can be a delicate dance navigating the impact of UX methods to existing processes and systems. UX coaching done well can motivate the disenchanted and inspire the disconnected. I’ll share perspectives from my experience as an ‘outsider’ bringing UX coaching into organizations that have a high demand for UX work but lack the internal expertise. And I’ll offer some principles for smoothing the coaching journey so that you and your clients can reach a common goal — to give internal teams the experience of engaging directly with customers, and to empower teams to integrate new UX methods into their work with confidence, enthusiasm, and pride.
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UXNZ 2015 : UX Coaching as a journey
- 1. UX Coaching Jodine Stodart Twitter @jUXposition
- 2. UX Coaching as a journey Jodine Stodart Twitter @jUXposition
- 3. UX COACHING OUTCOMES Transformative for both end USERS and the TEAMS being coached
- 4. UNDERSTANDING > DEMONSTRATING > PARTICIPATING > PRACTICING Four stages
- 5. UNDERSTANDING DEMONSTRATING PARTICIPATING PRACTICING LOSUPPORTHILOSATISFACTIONHI CURRENT STATE OUT OF D2D LISTEN EVIDENCE EXPOSURE CONTROL OWNERSHIP COLLABORATE EVERYONE FAILURE SUCCESS GO IT ALONE
- 6. UNDERSTANDING > DEMONSTRATING > PARTICIPATING > PRACTICING Four stages
- 7. UNDERSTANDING DEMONSTRATING PARTICIPATING PRACTICING LOSUPPORTHILOSATISFACTIONHI CURRENT STATE CURRENT STATE Where do you start?
- 10. The pain of change is less than the pain of staying the same…
- 11. CURRENT STATE CURRENT STATE UNDERSTANDING DEMONSTRATING PARTICIPATING PRACTICING LOSUPPORTHILOSATISFACTIONHI Where do you start?
- 12. CURRENT STATE OUT OF D2D CURRENT STATE UNDERSTANDING DEMONSTRATING PARTICIPATING PRACTICING LOSUPPORTHILOSATISFACTIONHI Get them out of their day to day
- 13. Project initiation The organisation has allocated the right people People are resourced to your coaching project - 50% of the time… Change their physical space in some way
- 14. Beginning trust You have acknowledged their workload You have helped acquire them some time and space to think and learn You have created a space for the new to enter
- 15. CURRENT STATE OUT OF D2D LISTEN CURRENT STATE UNDERSTANDING DEMONSTRATING PARTICIPATING PRACTICING LOSUPPORTHILOSATISFACTIONHI Listen
- 16. Listen to what they are saying Get to know the team Spend time formally interviewing each team member Spend time informally over coffees, lunch, discussions
- 17. Empathise and take note of pain points Feel their pain Validate their experiences, include as outcomes
- 18. UNDERSTANDING > DEMONSTRATING > PARTICIPATING > PRACTICING Four stages
- 19. CURRENT STATE OUT OF D2D LISTEN EVIDENCE CURRENT STATE UNDERSTANDING DEMONSTRATING PARTICIPATING PRACTICING LOSUPPORTHILOSATISFACTIONHI Evidence
- 20. 7-8% e-Resources 8% What’s New 6% Research & DB 5% What’s On 5% Location & Hours Transactional Tasks Rich Content A B C D E Where are Our Customers? 60%
- 21. CURRENT STATE OUT OF D2D LISTEN EVIDENCE CURRENT STATE UNDERSTANDING DEMONSTRATING PARTICIPATING PRACTICING LOSUPPORTHILOSATISFACTIONHI Exposure
- 22. 29/01/2016 22 Get them talking to users Intercept them and watch what they are doing, ask questions.
- 23. CURRENT STATE OUT OF D2D LISTEN EVIDENCE EXPOSURE CURRENT STATE UNDERSTANDING DEMONSTRATING PARTICIPATING PRACTICING LOSUPPORTHILOSATISFACTIONHI Control
- 24. UNDERSTANDING > DEMONSTRATING > PARTICIPATING > PRACTICING Four stages
- 25. UNDERSTANDING DEMONSTRATING PARTICIPATING PRACTICING LOSUPPORTHILOSATISFACTIONHI CURRENT STATE OUT OF D2D LISTEN EVIDENCE EXPOSURE CONTROL OWNERSHIP CURRENT STATE
- 26. Important they feel the sense of achievement through participating directly
- 27. UNDERSTANDING DEMONSTRATING PARTICIPATING PRACTICING LOSUPPORTHILOSATISFACTIONHI CURRENT STATE OUT OF D2D LISTEN EVIDENCE EXPOSURE CONTROL OWNERSHIP COLLABORATE CURRENT STATE
- 28. Collaborate Get the whole team involved in analysis
- 29. UNDERSTANDING DEMONSTRATING PARTICIPATING PRACTICING LOSUPPORTHILOSATISFACTIONHI CURRENT STATE OUT OF D2D LISTEN EVIDENCE EXPOSURE CONTROL OWNERSHIP COLLABORATE EVERYONE CURRENT STATE
- 30. UX COACHING Important they feel the sense of achievement through participating directly
- 31. UNDERSTANDING > DEMONSTRATING > PARTICIPATING > PRACTICING Four stages
- 32. UNDERSTANDING DEMONSTRATING PARTICIPATING PRACTICING LOSUPPORTHILOSATISFACTIONHI PRACTICING CURRENT STATE OUT OF D2D LISTEN EVIDENCE EXPOSURE CONTROL OWNERSHIP COLLABORATE EVERYONE GO IT ALONE CURRENT STATE
- 33. COMFORT ZONE TOO FAR OUT TOO SOON = HIGH STRESS!
- 34. UNDERSTANDING DEMONSTRATING PARTICIPATING PRACTICING LOSUPPORTHILOSATISFACTIONHI PRACTICING CURRENT STATE OUT OF D2D LISTEN EVIDENCE EXPOSURE CONTROL OWNERSHIP COLLABORATE EVERYONE FAILURE GO IT ALONE CURRENT STATE
- 35. UNDERSTANDING DEMONSTRATING PARTICIPATING PRACTICING LOSUPPORTHILOSATISFACTIONHI PRACTICING CURRENT STATE OUT OF D2D LISTEN EVIDENCE EXPOSURE CONTROL OWNERSHIP COLLABORATE EVERYONE FAILURE SUCCESS GO IT ALONE CURRENT STATE
- 36. 29/01/2016 Commercial in 36 Post-it Fatigue
- 37. UX COACHING OUTCOMES Transformative for both end USERS and the TEAMS being coached
Hinweis der Redaktion
- I believe it can be a great way to transform both the end user experience and the day to day working experience of the team When you are coaching, the team are your users and their satisfaction is paramount to your success and to making a difference ultimately for the users / customers.
- I’m going to take you through a breakdown of what that journey may look like, in the hope that along the way you have some key takeaways for helping you guide your organization or clients organization through this transformation.
- Using the customer journey model, where the users are the team you are coaching, I'm going to talk through the highs and lows and the varying levels of support throughout the journey.
- The journey starts with UNDERSTANDING
- The current environment has the right circumstances for change: The team have been experiencing pain for sometime now The business recognizes the need for change There is a customer centric ethos in important strategic documents Where do you start?
- In your organisation or clients organisation you may have a serious of sub-par channel experiences. You know they could be improved. Some in particular might be crying out for attention. Those teams at the coal face of those channels are feeling the pain of the sub-par experience. Others in the organisation may not be reached or daily affected by the quality of those experiences.
- It’s not until others begin to experience the teams pain that change may begin to happen. If there is no existing team and instead you have a series of suppliers who manage your channel, then coaching is not perhaps the best solution. Instead you would outsource the improvement of the experience to UX consultants who can collaborate with your organisation and suppliers to re-design the experience together.
- This is one of the key elements
- The current environment has the right circumstances for change: The team have been experiencing pain for sometime now The business recognizes the need for change There is a customer centric ethos in important strategic documents Where do you start?
- Being in project can take team members away from their day to day frustrations for a little while. It is important that they have support to re-prioritise their existing workloads when needed – e.g. when they need to spend a whole morning or day in user testing.
- The organisation has allocated the right people The organisation is happy for those people to be resourced to your coaching project at least 50% of the time Change their physical space in some way Or remove them from their normal D2D workspace
- This will begin to build some trust and show support You have acknowledged their workload You have helped acquire them some time and space to think and learn You have created a space for the new to enter
- Start to gather any existing data or research Synthesize any analytics data they have into useful insights
- Be respectful of their existing context
- Recap Go forward
- Start to gather any existing data or research Synthesize any analytics data they have into useful insights
- Show the team how they can use this data as evidence to champion their decisions or ideas for the website This helps show the value of UX for the team, and hopefully is a step towards gaining their confidence
- Role play the script with a team member, Give them tips and tricks for approaching the user and putting them at ease Then demonstrate a few real sessions Then step back and observe them do it. Allow them to buddy up with each other for support as well – let one be the notetaker and one the facilitator so that they can swap around
- Get them in front of users! Once the team sees users struggling or what their real behaviour and needs are, it can immediately start to inform design decisions and conversations around the website Do it in a very supporting way. Walk them through a script Be open to any changes
- Armed with both the data and now with real user anecdotes, the team should feel a sense of control over what works on the site and what doesn’t
- At this point in the journey, it is important to ensure that the team has a sense of ownership over all the tools and artifacts of research Survey results and survey questions need to be created and maintained by the team User testing scripts and templates should sit with the team ready for iterating for coming rounds Any user profiles or personas that are merging or existing need to come under their control So that they can keep going after your gone
- Its important that the team realise the benefits themselves They have to feel like they did it or were a part of it.
- Allow for direct participation and collaboration
- Work through all exercises together Analysis of user interviews happens collaboratively – as a group you can discuss and identify the key insights Its important the group realises that the sum of their brains is always better than one.
- Bring the whole team on the journey too Don’t leave any one out…
- It might be good for those in the team who are sceptical about what UX can do You want them to feel like they are missing something, So make sure everyone is involved, so that they will want to find out about what everyone is talking about…
- At the end of the journey, you hope that you have at least engaged two people to become UX champions inside the organisation With their new passion, enthusiasm and confidence, they can continue to campaign for better user experiences internally, armed with new evidence and user led thinking to transform their website.
- At the end of the journey, you hope that you have at least engaged two people to become UX champions inside the organisation With their new passion, enthusiasm and confidence, they can continue to campaign for better user experiences internally, armed with new evidence and user led thinking to transform their website.
- At the end of the journey, you hope that you have at least engaged two people to become UX champions inside the organisation With their new passion, enthusiasm and confidence, they can continue to campaign for better user experiences internally, armed with new evidence and user led thinking to transform their website.
- Hopefully by the end, the biggest pain the team is feeling is post-it fatigue
- As I mentioned earlier - when you are coaching, the team are your users and their satisfaction is paramount to your success and to making a difference ultimately for the users / customers. Did you succeed in creating the best experience for them to learn? Survey them after the coaching has ended – find out what you could improve on yourself What if you coach yourself out of a job?