The UXPA 2013 conference focused on integrating user experience design into agile development environments, establishing the business validity of UX teams, and developing UX strategies aligned with business goals. Sessions provided lessons on collaborating across functions, rapidly prototyping solutions, and designing with emotional awareness of users.

1. OVERVIEW & LESSONS
PRESENTED BY CHI PARK
UXPA
CONFEREN
CE
2013

2. 7/19/13 2
SUMMARY / WHAT WAS IT ALL AB
LEARNING'S / WHAT WE BROUG
NOTES / AS SIMPLE AS THAT
APPENDIX / SESSIONS ATTENDE
UXPA CONFERENCE
2013

3. UXPA 2013
SUMMARY
SPONSORED BY UXPA - ASSOCIATION
OF UX PROFESSIONALS
4 DAY CONFERENCE, WASHINGTON DC
TARGET ATTENDEES INCLUDE
/ HARDWARE INTERFACE DESIGNERS
/ WEB & MOBILE UX & UI DESIGNERS
/ UX ARCHITECTS
/ USABILITY PROFESSIONALS
/ UX DESIGN MANAGER & DIRECTOR
LEVEL 7/19/13 3
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4. UXPA 2013
SUMMARY / CONSISTENT
CONFERENCE THEMES
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ATTEN
D
E
E
S
SESSI
O
N
S/ INTEGRATING UX INTO
AN AGILE
DEVELOPMENT
ENVIRONMENT
/ BUSINESS VALIDITY FOR
A UX TEAM
/ WORKING WITH
DEVELOPERS
/ UX
STRATEGY
/ ARCHITECTURAL
APPROACH TO
INTERFACE DESIGN
/ INNOVATING WITH
LESS

5. 7/19/13 5
SUMMARY / WHAT WAS IT ALL AB
LEARNING'S / WHAT WE BROUG
NOTES / AS SIMPLE AS THAT
APPENDIX / SESSIONS ATTENDE
UXPA CONFERENCE
2013

6. LEARNING’S 1
WHAT WE BROUGHT BACK
INTEGRATING UX INTO AN AGILE
DEVELOPMENT ENVIRONMENT
/ EVERY ORGANIZATION CLAIMS AGILE, BUT
EVERYONE DOES IT A BIT DIFFERENT.
/ WHAT’S IMPORTANT IS TO JUST KEEP
INSTITUTING THE TWO PARADIGMS OF
ADAPTIVE AND FLEXIBLE: METHODOLOGIES
COME AND GO (AGILE), BUT AGE OLD
PRINCIPLES AND IDEAS DO NOT CHANGE.
/ IT ALSO HELPS (SHORT TERM) THAT THIS
ORGANIZATION WAS FOUNDED FROM A
START-UP MENTALITY AND OUR KEY FOLKS
IN THIS GROUP ARE STILL PART OF THIS7/19/13 6
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7. LEARNING’S 1 (CONT’D)
WHAT WE BROUGHT BACK
BUSINESS VALIDITY FOR A UX TEAM
/ UX DESIGN IS A BONA FIDE, VALIDATED
STAGE OF DESIGN TO BE CONSIDERED
WHEN DEVELOPING SOFTWARE
PRODUCTS. WHETHER WE LIKE IT OR
NOT, IT NEEDS TO HAVE A LEVEL OF
CONSIDERATION EQUAL TO OTHER
AREAS OF PROJECT.
UX STRATEGY
/ FUTURE ALIGNMENT: WHERE IS THIS
BUSINESS (VF) GOING? DO WE ALIGN
WITH IT?7/19/13 7
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8. LEARNING’S 2
WHAT WE BROUGHT BACK
WORKING WITH DEVELOPERS
/ MANY (IF NOT ALL) ATTENDEES VOICED CONCERNS
OVER COMMUNICATION ISSUES WITH DEVELOPERS.
/ FORTUNATELY, THIS ISSUE DOESN’T SEEM TO AFFECT
US AND I HOPE TO KEEP IT THIS WAY.
ARCHITECTURAL APPROACH TO INTERFACE DESIGN
/ SOME FOLKS (INCLUDING US) STRESSED A
LOGICAL, METHODICAL APPROACH TO APP
DESIGN, BASED ON NEW AGE AGILE AND “FAST
APPROACH” PRINCIPLES.
/ BREAKING UP THE STRUCTURE OF AN APP AS
SEPARATE COMPONENTS, THEN APPLYING A
SIMPLIFIED APPROACH TO ENSURE NO MORE THAN
TWO LEVELS OF HIERARCHY.
/ REINTRODUCTION OF THE NEWLY ADOPTIVE
APPROACH FOR NAVIGATION: BRING THE CONTENT TO
ME VS GO FIND THE CONTENT.7/19/13 8
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9. LEARNING’S 2 (CONT’D)
WHAT WE BROUGHT BACK
INNOVATING WITH LESS
/ RAPID PROTOTYPING (WE DO
ALREADY)
/ LOOK AT YOUR FUNCTIONALITY AND
OPTIMIZE ONLY THOSE AREAS WITH
HEAVY TRAFFIC USE.
/ FOCUS ON CUSTOMER
VALUE, NOTHING ELSE IS MORE
IMPORTANT
THIS DOCTRINE IN ITSELF HOLDS LOTS OF
IMPLICATIONS.
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10. DEFICITS
TOO MUCH PEER REVIEW AND INTERNAL TRUST ON USER’S
EXPERIENCE.
/ LET’S FOCUS MORE ON OUTSIDE, OBJECTIVE REVIEWS OF OUR
PRODUCT FROM END-USERS AND CUSTOMERS.
/ LET’S POSITION OUR PRODUCT INTERFACES MORE TO THE WORLD
(LISTS, BLOGS AND GET FEEDBACK).
ALIGNMENT WITH GLOBAL VF BUSINESS DIRECTIVES.
ALIGNMENT WITH GLOBAL VF MARKETING DIRECTIVES.
/ SUSTAINABILITY IS A GOOD EXAMPLE. WHAT DOES THAT MEAN FOR
APP DESIGN? HOW DO WE SUPPORT IT? HOW DO WE MAKE SURE
ITS INLINE WITH VF MARKETING MESSAGING, OR HOW DO WE USE
THE PRODUCTS’ STRENGTHS TO DRIVE THAT MESSAGING?
INSTITUTE STAND-UPS EVERY DAY AND HOLD TO 15 MINUTES OR
LESS.
NEED TO OWN THE PROTOTYPING PROCESS.
/ THIS IMPLIES HAVING A DEDICATED CODER ON MY TEAM.
NEED TO BE ABSOLUTELY CUSTOMER FACING.
/ UNDERSTANDING THE CULTURE OF TARGET CUSTOMER.
/ UNDERSTANDING TARGET RETAILER.
EXAMPLE – IT SHOULD BE THE UX GUY HOLDING MEETINGS WITH
CUSTOMERS TO UNDERSTAND WANTS AND NEEDS.
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11. 7/19/13 11
SUMMARY / WHAT WAS IT ALL AB
LEARNING'S / WHAT WE BROUG
NOTES / AS SIMPLE AS THAT
APPENDIX / SESSIONS ATTENDE
UXPA CONFERENCE
2013

12. NOTES
DESIGN PATTERNS
DESIGN PATTERNS
/ THINK ABOUT GOOD
STRUCTURE FOR YOUR
INTERFACE BEFORE
APPLYING DESIGN. IN SHORT
“COHERENT CHUNKS OF
PURPOSE SUPPORT
FOCUSED INTENT” (IN THE
CONFERENCE, WE USED
HIPMUNK.COM AS AN
EXAMPLE). HIPMUNK CAN BE
BROKEN UP INTO SECTIONS:
_ BRAND LOGO
_PRIMARY NAVIGATION
_AUX LINKS
_PRIMARY SEARCH FORM
(SEARCH FLIGHTS)
_SECONDARY FUNCTIONS
(SEARCH HOTELS)7/19/13 12
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BASICALLY WE CAN BREAK THIS
DOWN MORE AS SUCH:
_HEADER SECTION
_PRIMARY SECTION (SEARCH)
_SECONDARY SECTION
_FOOTER SECTION

13. NOTES
DESIGN PATTERNS
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SUMMARY OF SCREEN PATTERN
/ GROUP FUNCTIONS INTO COMPONENTS
/ GROUP COMPONENTS INTO SECTIONS
MORE THAN TWO LEVELS OF HIERARCHY MEANS IT MAY BE TOO
COMPLEX (HUMANS CAN ONLY CONCENTRATE ON FIVE THINGS AT A
TIME).
NAME THE SCREEN PATTERN.
IDENTIFY THE PURPOSE OF THE PLACE.
UNDERSTAND NEW INTERACTION PARADIGMS.
SKETCH THE STRUCTURE AND TRANSITIONS.
ASK YOURSELF, WHAT IS IT?
LOOK AT TWITTER MOBILE FOR EXAMPLE: YOU DON'T "GO"
SOMEWHERE ELSE. INSTEAD THINGS ARE BROUGHT TO YOU.
PUSH YOUR DESIGN THINKING.
LOOK AT ALTERNATE EXAMPLES OF OTHER APPS THAT MOST CLOSELY
FIT OR ARE MOST DIFFERENT FROM THE PROBLEM YOU ARE FIXING.

14. NOTES
FRUGAL INNOVATION
PREVALENT IN TODAY’S SOCIETY
/ WESTERN FIRMS ARE BEING
ASKED TO INNOVATE
FASTER, BETTER AND
CHEAPER.
/ NO CORRELATION BETWEEN
HOW MUCH $$ SPEND ON
INNOVATION.
NEED A NEW INNOVATION MODEL
/ CHEAPER
/ FLEXIBLE
/ COLLABORATIVE
THINKING OUTSIDE THE BOX
/ SCARCITY IS THE MOTHER OF
INVENTION.
/ ADVERSITY IS THE FATHER OF
INVENTION.
/ FRUGAL INGENUITY:
“JUGAAD”. THE GUTSY
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FRUGAL INNOVATION:
MAXIMIZING VALUE, LOWERING
RESOURCES.
/ VALUE:
CUSTOMERS, SHAREHOLDER
S, SOCIETY.
/ RESOURCES:
FINANCIAL, NATURAL, TIME.
TAKEAWAYS
1. FOCUS ON CUSTOMER
VALUE (BABY WRAPPER
EXAMPLE)
2. KEEP IT SIMPLE. SIEMENS
(BABY MONITOR EXAMPLE)
3. DO RAPID
EXPERIMENTATION. GET
QUOTE FROM ELIE

15. NOTES
FRUGAL INNOVATION
NEW MODEL FOR OPEN INNOVATION NETWORKS
1. INVOLVE ALL CHARACTERS. PARTNERS TO HELP IDENTIFY
MARKET NEEDS. HELP DEPLOY AND CO-MARKET.
2. FRUGAL SOFTWARE DEVELOPMENT. HE MENTIONED AN
EXAMPLE OF “FOLLOW ME HOME” PROGRAM; INTUIT GUY
WOULD FOLLOW A CUSTOMER HOME TO WATCH THEM USE
THEIR PRODUCT(S) AND NOTICE THAT THE PERSON ONLY
USED ABOUT 10% OF THE SOLUTION. SO, BETTER TO
FOCUS ON THOSE [10%] PIECES, RAPID PROTOTYPE AND
ITERATE.
/ GOOD EXAMPLE: APPHAUS. 90 DAY DEV CYCLE. DESIGN
THINKING CUSTOMER-CENTRIC. CROSS FUNCTIONAL AND
AUTONOMOUS TEAMS. BOOST IN PRODUCTIVITY AND
ENGAGEMENT. "LOOK AT MEDIUM VEHICLES THAT PROVIDE
INSTANT COMMUNICATION”
/ IDEA: JUST DO SIZING APP FOR COMPANION. SEE IF IT
HOOKS INTO REAL E-COMMERCE SYSTEM.
7/19/13 15
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16. NOTES
AGILE USE CASE EXAMPLES
EXAMPLE:
STARTUP FIRM, ENTIRE
GROUP IS AGILE
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DAILY STANDUPS
UX STANDUPS
GROOMING
SPRINT
PLANNING
RELEASE
PLANNING
DEMO
REHEARSALS
REMO
RETROSPECTIVE
MEETINGS
DESIGN
REVIEWS
DESIGN
APPROVALS
+
WHAT WORKED
/ CLEAR
COMMUNICATION
/ WHOLE TEAM FELT
MUCH “INVOLVED”
/ RESEARCH/DESIGN
WAS IN PARALLEL
PAIN POINTS
/ GROOMING REPEATS THE
CONTENT IN SPRINT PLANNING
/ SPENT MUCH TIME ON
“ACCURATE” STORE POINTS
ESTIMATE
/ “TOO MANY MEETINGS”
/ 4 LAYERS OF DESIGN APPROVALS

17. NOTES
AGILE USE CASE EXAMPLES
EXAMPLE:
LARGE FIRM, CARVED
NICHE AGILE GROUP
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BI-WEEKLY DESIGN
PROUD
PARALLEL DESIGN &
DEVELOPMENT
FEW FORMALITIES, FAST
ITERATION
DESIGN
REVIEWS
DESIGN
APPROVALS
+
DID WELL
/ DESIGNERS AND
DEVELOPERS TOOK
OWNERSHIP AND FELT
RESPONSIBLE FOR WHAT
THEY WORKED ON
/ START-UP CULTURE
/ SINGLE LAYER OF DESIGN
REVIEW WITH CEO;
OTHER REVIEWERS ARE
INTEGRATED IN THE
PROCESS
DO BETTER
/ LACK OF PRODUCT
REQUIREMENT
/ RESEARCH FELL BEHIND
/ DESIGN BY COMMITTEE

18. NOTES
DEVELOP A UX STRATEGY
WHAT IS A UX STRATEGY?
/ COMMUNICATES AN OVERARCHING APPROACH, VISION OR BIG
IDEA THAT SERVES AS A “NORTH STAR” OF UX.
/ ALIGNS USER EXPERIENCE DESIGN WITH BUSINESS STRATEGY.
/ DIFFERENTIATES A COMPANY’S PRODUCTS AND SERVICES FROM
THOSE OF ITS MAIN COMPETITORS.
/ IT DESCRIBES PRIORITIZED CUSTOMER SEGMENTS AND HOW TO
ADDRESS THEIR NEEDS, WANTS AND INTERACTIVE BEHAVIORS.
/ PROVIDES A ROADMAP THAT SHOWS HOW FUTURE RELEASES
PROGRESSIVELY ACHIEVE HIGH-LEVEL GOALS.
TACTICAL UX: DO WHAT SEEMS BEST RIGHT NOW
VISION
/ VISION IS SEEING A DESIRED FUTURE STATE IN ENOUGH DETAIL TO
GET THERE.
/ IT'S IMPORTANT TO DEVELOP A COHERENT VISION OF THE FUTURE.7/19/13 18
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19. NOTES
DEVELOP A UX STRATEGY
CAN YOU ANSWER THESE QUESTIONS?
/ WHAT MOVES THE NEEDLE IN PROFITABILITY IN YOUR BUSINESS?
/ HOW DOES UX IMPACT THE NEEDLE?
/ HOW DOES THE BUSINESS VISION OR OPERATING PLAN DIRECTLY
IMPACT UX DESIGN? WHERE CAN I OBSERVE IT?
/ WHAT IS ROI OF UX SUCCESS? DOES A UX HOMERUN INCREASE
REVENUE?
/ WHAT KINDS OF CUSTOMER DECISION FACTORS INFLUENCE
USAGE AND PROFIT? ARE THEY CATEGORY SPECIFIC? MORE.
BUSINESS STRATEGY ALIGNMENT
/ ESTABLISH A RELATIONSHIP WITH BUSINESS STRATEGY.
/ OBTAIN BUSINESS STRATEGY DOCUMENTATION: ANNUAL
OPERATING PLAN, MARKET DATA, COMPETITIVE DATA, MARKETING
STRATEGY, PRIORITIZATION OF PRODUCT
DEVELOPMENT, PRIORITIZATION OF CUSTOMER SEGMENTS.
CONNECT BUSINESS STRATEGY WITH SPECIFIC UX DESIGN7/19/13 19
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20. NOTES
DEVELOP A UX STRATEGY
GENERATING A UX ROAD MAP
/ GATHER RELEVANT DATA
/ CREATE THE UNIVERSE OF POSSIBILITIES
/ ASSIGN A VALUE (TYPICALLY
BUSINESS, CUSTOMER, OR TECHNOLOGY
EFFORT OR COST)
/ APPLY WEIGHTING AS WARRANTED BY THE
CONTEXT
/ APPLY A REALITY CHECK
/ STATE THE RESULTING PRIORITIZED LIST
INTO RELEASES7/19/13 20
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21. 7/19/13 21
SUMMARY / WHAT WAS IT ALL AB
LEARNING'S / WHAT WE BROUG
NOTES / AS SIMPLE AS THAT
APPENDIX / SESSIONS ATTENDE
UXPA CONFERENCE
2013

22. APPENDIX B
SESSIONS ATTENDED
CHI
/ BUILDING A STRATEGIC AND
EFFECTIVE UX TEAM
/ INTEGRATING UX INTO AN AGILE
ENVIRONMENT
/ INTERACTION PATTERNS: BUILDING
A BETTER FOUNDATION FOR YOUR
DESIGN
/ FRUGAL INNOVATION:
COLLABORATING TO INNOVATE
FASTER, BETTER, CHEAPER
/ TOSS THE AGILE RITUALS: BE AGILE
/ DESIGNING WITH AN EMOTIONAL
AWARENESS OF THE USER
EXPERIENCE
/ DEVELOPING A USER EXPERIENCE
STRATEGY
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JEFF
/ DESIGNING FOR ENGAGEMENT
/ INTERACTION PATTERNS: BUILDING
A BETTER FOUNDATION FOR YOUR
DESIGN
/ THERE'S MORE THAN ONE WAY TO
SKIN A CAT: INTEGRATING UX INTO
AN AGILE ENVIRONMENT.
/ FRUGAL INNOVATION:
COLLABORATING TO INNOVATE
FASTER, BETTER, CHEAPER
/ DESIGNING WITH AN EMOTIONAL
AWARENESS OF THE USER
EXPERIENCE
/ THE ART OF RAPID PROTOTYPING -
SPECIFIC TECHNIQUES FOR HOW
TO DESIGN FASTER WITH
INTERACTIVE PROTOTYPES
/ NEW IDEAS FOR DESIGNING MOBILE
WEB APPLICATIONS