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User Experience Vision, Strategy & Teams


                                                         UX Marathon 2009
                                                                14 October 2009




                                                Susan J. Wolfe Managing Director

                                                     susan.wolfe@optimalexperience.com
                                                            www.optimalexperience.com


                                                                                     1
UX Marathon 2009: UX Vision, Strategy & Teams                                            1
Today’s session

       Part 1: Defining the UX strategy
        – What is a UX strategy and how do you develop it
          Scoping your strategy and creating a vision

        – Obstacles and opportunities
          Knowing your organization


       Part 2: Implementing the vision
        – Making the UX team successful

        – Techniques and user-centered design
          Some of today’s top methods and techniques

        – Measuring the success



UX Marathon 2009: UX Vision, Strategy & Teams               2
Sources


      Multiple surveys of our colleagues about practices
      and viewpoints
      Usability Professionals’ Association survey
      Previous workshops and presentations over the
      years

      And lots and lots of experience…




UX Marathon 2009: UX Vision, Strategy & Teams              3
Usability vs. user experience


     UI design                                         Cross-functional
                             Deep Customer Knowledge



                                        UX
                                       Design


                                    User-Centered
     Methodology                       Design          Generalists



                                      Usability




     Evaluation                                        Experts




UX Marathon 2009: UX Vision, Strategy & Teams                             4
Why user experience?


   Here’s Cat, a project manager and mother of 2
   teenagers, answering emails using her Blackberry on
   the NY subway.

   She sees an email confirming an order she placed for
   her daughter’s birthday, but it’s not going to arrive
   in time.

   When she gets out of the subway she calls the
   company to cancel the order. The customer service
   person helps her select something else,
   guaranteeing it will arrive on time at no extra cost.

   Cat feels…




UX Marathon 2009: UX Vision, Strategy & Teams              5
Part 1: User Experience strategy




                                                                  6
UX Marathon 2009: UX Vision, Strategy & Teams                         6
Optimal is the key word




       Business goals                           User goals




UX Marathon 2009: UX Vision, Strategy & Teams                7
Customer experience from all angles

                                                Shops

                                                   Shop design
       Customer facing
       staff                                       Shop staff
                                                   Purchase process
   Ability to solve issue
   Attitude and tone
                                                         Web

 Sales staff                                               Web visual treatment
                                                           Information architecture
     Staff knowledge
                                                           Ease of use
     Tone
     Ability to deliver on
     promise                                         Products

       Materials (doc,                           Brand promise
       packaging etc.)                           Visual treatment
               Visual treatment                  Packaging
               Brand experience                  Use
               Findability


UX Marathon 2009: UX Vision, Strategy & Teams                                  8
Customer experience over time



          Web                         Sales staff        Shops




                  Materials (doc,                   Product(s)
                  packaging,
                  shipping etc.)




                                       Customer facing
                                       staff



UX Marathon 2009: UX Vision, Strategy & Teams                    9
The UX challenge



          Web                         Sales staff         Shops



          How to keep the whole company focused on a
           How to keep the whole company focused on a
          consistent customer experience vision?
           consistent customer experience vision?
                  Materials (doc,                   Product(s)
                  packaging,
                  shipping etc.)
          Who owns the customer experience vision?
          Who owns the customer experience vision?


                                       Customer Facing
                                       Staff



UX Marathon 2009: UX Vision, Strategy & Teams                     10
How to develop a UX strategy
                  Creating a vision and strategy to support it




                                                            11
UX Marathon 2009: UX Vision, Strategy & Teams                    11
Developing a UX strategy


                   Identify the organization’s business goals
                   Decide where to focus UX design: computer
                   systems, products, services and/or processes
        Vision




                   Derive user experience goals
                   Research customer values, needs and context of
                   use
                   Align goals with customer research findings
                   Combine UX goals with UCD-derived data

                   Scope the strategy to be achievable
        Strategy




                   Build a scalable strategy over time
                   Create a UX approach which supports the vision
                   and strategy


UX Marathon 2009: UX Vision, Strategy & Teams                       12
A UX strategy implements the vision

             It addresses both what and how


                                                  Business goals / drivers


                           Product(s)                Process
                             & Team

                              What          and        How



                               Who          and        When


        Constraints




UX Marathon 2009: UX Vision, Strategy & Teams                                13
UX strategy model


             What              The UX vision

             Why               The business goal(s)

             Who               The cross-functional team members

             When              Schedule for:
                               - communications among team members
                               - presentations/updates to stakeholders
                               - when milestones will be reached
             How               Success metrics




UX Marathon 2009: UX Vision, Strategy & Teams                            14
Example


   What        Accessibility               Consistency          Usability



    Why        Government sales            Sales demos          License
               Revenue                                          renewals



    Who        Product team A              Product team B       Product team C



   When        Weekly team mtg             Weekly team mtg      TBD
               Monthly senior manager      Quarterly exec mtg
               check-ins

    How        Checklist                   Education efforts    8-step process
               Expert reviews              Documentation        Evaluation




UX Marathon 2009: UX Vision, Strategy & Teams                                    15
Focus your UX design efforts
                    Don’t overextend your team. Make your efforts manageable.




         Interactive           Customer Facing           Other
         Experience            Experience                Experiences

         Websites              Tech support              Packaging
         Software products     Customer service          Instructions
                               Sales                     Store design
                               Training                  Order management
                                                         Billing




UX Marathon 2009: UX Vision, Strategy & Teams                               16
When the UX team owns the vision
                     Share techniques, resources and knowledge with other
                     groups in your organization.




                            Deep Customer Knowledge



                                Cross-Functional

                                 User Experience
            UI Design
                                     Design


           Techniques             User-Centered
                                     Design


                                    Usability

UX Marathon 2009: UX Vision, Strategy & Teams                               17
The UX vision


                                                          Corporate goals
                                                          Corporate goals
                                                         & brand objectives
                                                         & brand objectives
                                Business Factors
                                             Viability         Costs
                                                               Costs
  Reality checks along the way




                                    Vision
  Customer
  Customer                                                           Opportunities
                                                                     Opportunities
  research
   research                  Actionable Initiatives                    & skills
                                                                        & skills

             Design                                         Applied Technology
           Desirability                                     Feasibility


                                   Based on IDEO’s Innovation Engine.
                                   www.ideo.com/images/media/DMI_IDEO_W02.pdf


UX Marathon 2009: UX Vision, Strategy & Teams                                        18
Evolving a vision vs. strategy development

    Your strategy can evolve, or it is the project

                   Evolving a vision             Strategy project
             Organic                                      Fixed deadline




                                        Vision

      Each project provides                             Your research is
      more ideas and feeds                              targeted at creating a
      the vision. That vision                           vision and strategy
      then informs the
      strategy.


UX Marathon 2009: UX Vision, Strategy & Teams                                    19
Developing a UX strategy


              Discovery:                Definition:                       Implementation:
              What                      How and Who                       Review
Biz Factors




              Company culture           Translate goals into high level   Planning
                                        design goals (grids)
              Business goals                                              Development
                                        Team set up
              Scope                                                       Evaluation
                                        Design research- proposed
              UX goals                                                    Tracking
                                        techniques
              Customer needs and                                          Revise
                                        Customer needs
Design




              expectations
                                        Resources and tools
              Opportunities
                                        Establish clear deliverables
              Constraints
Tech




                                        Deliverable: detailed analysis    Deliverable: shared
              Deliverable: high level
                                        of product space                  resources which embody the
              findings document
                                                                          vision
                                        Strategy & Vision




UX Marathon 2009: UX Vision, Strategy & Teams                                                    20
What are business goals?

    Business goals reflect the strategy of an
    Business goals reflect the strategy of an
    organization – how to accomplish the mission
    organization – how to accomplish the mission


   Goals should be:
    Action oriented
    Completed within a target time frame
    Specific and well defined
    Achievable, yet challenging




UX Marathon 2009: UX Vision, Strategy & Teams      21
Example business goals


   Specific goals from a previous client*
    Provide customers with choice and develop
    closer relationships with them
    Generate domestic organic growth and
    profitability
    Generate efficiencies across personal insurance
    lines of business
    Maintain reputation and help customers and the
    community better understand and reduce risk

   * an insurance company in Australia



UX Marathon 2009: UX Vision, Strategy & Teams         22
Support business goals



                            Better tech support




         Improve                Consistent user     Rapidly find
       productivity                interface      solution through
                                                       search
                                                    optimisation

                 reduce costs



UX Marathon 2009: UX Vision, Strategy & Teams
Derive goals and success metrics


  Business Goals    Issues                 Business             UX Goals         Success
                                           Objectives                            Metrics

 Reduce training    • CSRs are often       • Improve            • Make UIs       • Reduce
 costs of             in their first job     customer             consistent       training time
 customer service   • Multiple apps          satisfaction by      with each        from 5
 reps (CSRs)          with different         helping novice       other            weeks to 2
                      UIs                    CSRs sound         • Match the        weeks
                                             expert               workflow       • Increase
                    • High turnover
                                           • Provide just-in-     required by      time to
                                             time help            sales            proficiency
                                                                • Provide          from 2
                                                                  customer         months to 1
                                                                  centric          month
                                                                  information
                                                                • Provide
                                                                  visible
                                                                  prompts for
                                                                  infrequently
                                                                  used
                                                                  functions

UX Marathon 2009: UX Vision, Strategy & Teams                                                 24
Experience matrix
                                       Identify attributes for each area and check for alignment
Business          Product        Experience       Best           User           Visual      Customer       Testing
Goals &           Features       Require-         Practice1      Interface      Design      Service        Plan and
Success           Support-       ments                                                                     Acceptance
Metrics           ing Goals                                                                                Criteria

Build trust       Not a lot      Results offer    Search         Users can      Easy to     Users can      Users find
and               of ads         all options      results are    find what      scan the    call and get   what they
credibility                                       easy to        they are       search      help 10        are looking
for both          Easy to        Consumers        under-         looking for    results     hours per      for within
potential         contact        gets what        stand          quickly                    day            three logical
and               help           they expect                                    Friendly,                  clicks
existing                                          The offer is   Consumers      unin-       Trust the
                  Minimize                        clear          are            timidat-    outcome of
customers         asking for                                     confident in   ing         the service
Metric:           personal                                       their          graphics    request
1. majority       data                                           choices
of users
rate the
site as
trustworthy
2. Net
promoter
score
1Include   competitors or companies who exemplify the goal
                                                                                Derived from Donoghue: Built for Use


UX Marathon 2009: UX Vision, Strategy & Teams                                                                          25
Experience definition


 Articulate the overarching experience you want your customers
 to have


        Feel
        Do
        Think
        Values
        Action




UX Marathon 2009: UX Vision, Strategy & Teams                    26
Keep the UX vision simple
    Skype – Internet phone to anywhere in the world for free
        1. Make communicating with people around the world
           easy and fun
        2. Say hello or share a laugh with anyone, anywhere

        Feel         Easy, straightforward and fun, relaxed.

        Do           Use Skype for personal and business

        Think        This is the best way to connect to people

        Values       I like technology, I like saving money
                     Relax and talk
        Action
                     Talk for a long time without interruption




UX Marathon 2009: UX Vision, Strategy & Teams                    27
The key: ongoing, deep research


      Contextual / ethnographic studies




                                                                      Share the resources & findings
      Discussion forums
      Web analytics                               Analyze existing
                                                    experience
      Customer panels
                                                 Identify preferred
      Personas                                  customer experience

      Stories
                                                Align with business
      Tech support data                          goals and drivers

      Focus groups




UX Marathon 2009: UX Vision, Strategy & Teams                            28
Obstacles and opportunities
                                  Know your organizational culture




                                                                29
UX Marathon 2009: UX Vision, Strategy & Teams                        29
The big stumbling blocks


    UX teams and UX strategies fail when…
     Wrong focus—no alignment to business goals
     Being unaware of your corporate culture
     Lack of communication
     No champion or support




UX Marathon 2009: UX Vision, Strategy & Teams     30
Know the culture of your organization


      Business goals are not enough
      ‘Build it and they will come’ doesn’t apply here
      Need to understand the culture and politics to
      make UX team and vision accepted
      Cultural analysis focuses on:
        –   Barriers
        –   Opportunities
        –   Myths
        –   Values




UX Marathon 2009: UX Vision, Strategy & Teams            31
What is a “barrier”?


   A barrier has the potential to prevent or
   undermine the adoption of usability and UCD

   Example:
   Few UCD skills in organization:
        – No existing systems development methodology
        – Cannot apply UCD activities to development without
          skilled people
        – IT and Business are arguing over where the UX
          team should live



UX Marathon 2009: UX Vision, Strategy & Teams                  32
What is an “opportunity”?


   An opportunity offers a vehicle for pushing
   through user experience initiatives

   Example:
   An organization has an initiative to reduce tech
   support costs
        – Better UI design of application can improve
          usability
        – Search optimisation can speed up call times
        – Create better support self-service on the
          organization’s website. The website is about to be
          redesigned.

UX Marathon 2009: UX Vision, Strategy & Teams                  33
Identify myths and values


   A myth is a belief held by your stakeholders
        – UI design is subjective and cannot be measured or
          engineered
        – Users don’t need better interfaces, just better
          training

   A value is a belief that defines the culture
        – Developers are rewarded for rescuing failing
          projects




UX Marathon 2009: UX Vision, Strategy & Teams                 34
Case studies

     Large government                           Medium software
     agency                                     company

     Barriers                                   Barriers
      Perceived additional                       Two usability professionals
      workload                                   No development
      Lack of UX expertise                       methodology
      Old platforms and out of
      date systems

     Opportunities                              Opportunities
      New systems development                    Executive champion
      methodology                                Culture of collaboration
      Increasing resources to                    Available funding
      become more self-reliant



UX Marathon 2009: UX Vision, Strategy & Teams                                  35
Explore culture of specific groups

    Marketing                                   Tech Support


    Barriers                                    Barriers
     Research appears to be the                  Time spent learning
     same                                        technology, not customer
     Threatened by UX taking                     service
     credit for product success
     Well established field
    Opportunities                               Opportunities
     Customer centered research                  Rewarded based on the
     is current trend                            customer experience
     Marketing can be more
     effective
     Tweak existing activities,
     leverage existing research

UX Marathon 2009: UX Vision, Strategy & Teams                               36
Find a champion

       CMO and CEO get it—the number 1 value
       is customer success. Then product
       managers feel the pressure to
       understand the customer.
                 UX Manager, Software As Service company


 As the company matures, more resources become available for
 usability, but some prioritization is still needed. At the previous
 stage, priorities were opportunistic; they must now be more
 selective. Rather than chase easy wins, you must build
 spectacular wins for usability to convince executives to move
 the organization to the desired goal state.
                                      Jakob Nielsen, Evangelizing Usability:
                                  Change Your Strategy at the Halfway Point

UX Marathon 2009: UX Vision, Strategy & Teams                                  37
Challenge: aligning the UX vision

                                                Customer service


                                                Tech support


                                                Shops

                                                Sales

                                                Product design


                                                Marketing


                                                Branding


                                                Legal


UX Marathon 2009: UX Vision, Strategy & Teams                      38
Part 2: Implementing the vision




                                                                 39
UX Marathon 2009: UX Vision, Strategy & Teams                         39
A UX team implements the vision

   Design a team that meets the needs within given constraints


                                                  Business goals / drivers


                           Product(s)                Process
                              & Tea

                              What          and        How



                               Who          and        When


        Constraints




UX Marathon 2009: UX Vision, Strategy & Teams                                40
Establishing your UX team


      How the UX team fits into the organization
      Working out the best structure
      Knowing who’s involved in systems / product
      development
      What systems development method is used
      Maintaining the team


          Who owns the user experience vision?
          Who owns the user experience vision?




UX Marathon 2009: UX Vision, Strategy & Teams       41
And the survey said…
   Location in the company                  Percentage            Percentage
                                                ‘06                   ‘08
   IT / IS / Engineering                        26                        12
   Product development                          23                        50
   Dedicated infrastructure                     16                         2

   Marketing                                    13                        12

   Dedicated business unit                      10                         4
   R&D                                          6

   Product management                           3                          1

   Communications                               3

   Chief Technology Office                                                 2
                                                Consulting companies not included
UX Marathon 2009: UX Vision, Strategy & Teams                                       42
One ideal world



                               Chief Experience
                                Officer (CXO)




                                   Product        Product
              Marketing
                                  Marketing       Design




UX Marathon 2009: UX Vision, Strategy & Teams               43
Models to structure your team


      Five basic models:
        – Consulting
        – Distributed
        – Review & Approve
        – Educate & Administrate
        – Hybrid

                                                           Project
                                       Project                       Project
                                                 Project




UX Marathon 2009: UX Vision, Strategy & Teams                                  44
And the survey said…



     Model                                      % ‘06   % ‘08
     Consulting                                  34      31
     Review & Approve                             0       0
     Educate & Administrate                       0       0

     Distributed                                 31      31

     Hybrid                                      34      21

     Split team (Research + UCD)                  -       5




UX Marathon 2009: UX Vision, Strategy & Teams                   45
Consulting and hybrid models

    Focus Teams                                 Other Models
    Cisco / IDEO
    Cross-functional team is                    Individual UX practitioners
    assigned to high impact                     assigned to specific projects
    projects                                    Central design research team

    Project manager                             Experience analysts
    Generative researcher                       Ethnographers
    UI architect                                Web analytics manager
    Interaction designer                        Web technology strategist
    Visual designer                             Design research lead
    Industrial designer                         JavaScript Ninja
    Developer



UX Marathon 2009: UX Vision, Strategy & Teams                                   46
Characteristics for roles in UX teams


                                                The   anthropologist
                                                The   experimenter
                                                The   cross-pollinator
                                                The   hurdler
                                                The   collaborator
                                                The   director
                                                The   experience architect
                                                The   set designer
                                                The   caregiver
                                                The   story teller




UX Marathon 2009: UX Vision, Strategy & Teams                                47
Characteristics to seek out


      Good communication skills: written and spoken
      Facilitation and collaboration skills
      Listening skills
      Team oriented
      Attention to detail




UX Marathon 2009: UX Vision, Strategy & Teams         48
Desirable competencies and skills


       Building relationships                                 Influence and
                                                              consultation
       Critical thinking and
       decision making                                        Negotiating ability

       Dealing with                                           End user research
       ambiguity
                                                              Visual design
       Organizational
       awareness and agility                                  UI prototyping

       Focus on customers

    The relative strengths required in any one person depend on the size of the team and how the roles
    are carved out




UX Marathon 2009: UX Vision, Strategy & Teams                                                            49
Fitting into existing methods and processes




                                                          50
UX Marathon 2009: UX Vision, Strategy & Teams                  50
Several formal and informal methods


                                                                        stakeholder interviews
                                        usability testing                     field studies
                                                                                    focus groups
                               usability walkthroughs
                                                                                      affinity diagrams
                          expert review / heuristic
                                        evaluation                                      workflow diagrams
                                                                                        usability goals
                                                                                             scenarios


                                                                                   card sorting
                                                                               paper mock-ups
                                                                      collaborative design
                                                                                       The Hiser Element™
    Cooper




                                                        UPA: Designing the User Experience
UX Marathon 2009: UX Vision, Strategy & Teams                                                               51
Fitting in with any development lifecycle
                                                                  Business Factors
                                                                         Viability


      Requirements
      analysis and
                                                                      Vision
        definition
                                                      Design                         Technology
                                                   Desirability                      Feasibility

                           System and
                            software
                             design

                                            Implementation
                                                  and
                                              unit testing

                                                                   Integration
                                                                       and
                                                                  system testing

                    Analysis             Design            Evaluation


UX Marathon 2009: UX Vision, Strategy & Teams                                                  52
Today’s hot methodology: Agile

      Agile Development
        –   Adaptive (vs predictive)
        –   Fast (2-6 week) iterations
        –   Small, co-located teams
        –   Experienced developers
        –   SCRUM – Project management method for Agile

  Design Definition (Requirements and concept)
       Iteration 1
              Design
                                 Iteration 2
            Development                 Design
                                                   Iteration 3
                                     Development         Design

                                                      Development



UX Marathon 2009: UX Vision, Strategy & Teams                       53
User-centered design techniques




                                                               54
UX Marathon 2009: UX Vision, Strategy & Teams                       54
Which tools and techniques?


      Largely determined by your scope
        – Responsible for initiating the user interface design?
        – Responsible for evaluating the user experience?
        – Developing UX vision & strategy?


      Highly influenced by when you get involved in the
      project
        – Need to fit in to any methodology
        – Any involvement is better than none!

      Somewhat dependent on your access to users and
      stakeholders

UX Marathon 2009: UX Vision, Strategy & Teams                     55
User involvement




Steve Mulder


UX Marathon 2009: UX Vision, Strategy & Teams   56
And the survey said…
                               Wireframes
                          Paper mockups
              User interface specifications
                           Expert reviews
                      Use case scenarios
                  Informal usability testing
                     Functional prototypes
                   Formal usability testing
                             Field studies
                                 Personas
                              Style guides
                   Stakeholder interviews
                         Activity scenarios
                             User surveys
                            Content audits
                             Focus groups
                              Card sorting
                          Design patterns
                   Mental model diagrams

                                               0   100   200   300   400   500   600   700   800   900
                                                    Number of occurrences (estimated)


UX Marathon 2009: UX Vision, Strategy & Teams                                                            57
St
                                                          ak                                  Effectiveness of technique
                                                               eh
                                                                    ol
                                                                      de
                                                                                           1 = not effective, 5 = very effective
                                                                      ri
                                                                          n
                                                                   Fo ter




                                                                                           0.0
                                                                                                 0.5
                                                                                                       1.0
                                                                                                             1.5
                                                                                                                   2.0
                                                                                                                                        2.5
                                                                                                                                                        3.0
                                                                                                                                                               3.5
                                                                                                                                                                     4.0
                                                                                                                                                                           4.5



                                                                       cu vie
                                                                             s
                                                                    U gr w s
                                                                       se o
                                                                            r u
                                                                    F i su p s
                                                                       el rv
                                                                           d ey
                                                                               st s
                                                     M                           u
                                                        e n E P e di e
                                                            ta xp rs s
                                                              l m er on
                                                           U od t re as
                                                             se e                v
                                                                ca l di iew
                                                                               a
                                                              Ac se gra s
                                                                 tiv e   sc m
                                                                    ity n s
                                                                          sc ario
                                                                    C en s
                                                                Pa ar d ario




UX Marathon 2009: UX Vision, Strategy & Teams
                                                                   pe so s
                                                                                                                                                                                 Effectiveness as sales tools




                                                                       r m rti
                                                         Fu                          n
                                                            nc W ock g
                                                      Fo ti               i         u
                                                          rm ona refr ps
                                                     In al l p am
                                                        fo u
                                                           rm sa roto es
                                                              al bil ty
                                                                 us ity pe
                                                                    ab t e s
                                                                                  s
                                                                 C ility tin
                                                                    on t g
                                                U                       t e es
                                                                             nt tin
                                                  se
                                                    ri                 S t au d g
                                                       nt D
                                                         er es yle its
                                                            fa ig g
                                                               ce n ui
                                                                  sp pa t d e
                                                                      ec t e r
                                                                            ific ns
                                                                                at
                                                                                   io
                                                                                      ns
                                                                                                                                                 Selling to:




58
                                                                                                                                    Management
                                                                                                                    Project teams
Effectiveness as sales tools

   Most effective                               Least effective
   Formal usability testing                     Mental model diagrams
   Field studies                                Content audits
   Functional prototypes                        Card sorting
   UI specifications                            Focus groups
                                                Design patterns
                                                Styleguides




UX Marathon 2009: UX Vision, Strategy & Teams                           59
Measuring the customer experience

       Net Promoter Score
        – Percentage of customers who would recommend a company less
          the percentage that would urge friends to stay away

       Focus groups
        – Opinions, collaborative thinking, idea generation

       Customer panels
        – Recruited group who work on pilot new products or designs

       Online forums
        – Collect feedback and ideas from customers

       Usability testing
        – Understand how users interact with your products/services


UX Marathon 2009: UX Vision, Strategy & Teams                         60
Measure against goals and success metrics

       Guiding principles
        – Helps answer the question: why are we doing this project?
        – Keep it at a granular enough level by asking “why” until you agree upon
          a specific, measurable, achievable goal
        – Can measure both business success & technical success - but technical
          success should be tied to a business benefit
        – Aim for 2-5 metrics for every project, written in bullet point form
        – When possible, tie to a business goal or product goal


       Process for establishing metrics
        – Define as part of initial project justification, before the project starts.
        – Establish whether the metric adds anything to the project, and assess
          whether it is critical enough to do so
        – Assign ownership (eg. Business, Division, IT or Usability)
        – Agree upon when to measure the success metric: during design, at roll-
          out, ongoing

                     Ongoing measurement is the key…
                     Ongoing measurement is the key…

UX Marathon 2009: UX Vision, Strategy & Teams                                       61
Final questions and thanks




                                                                    62
UX Marathon 2009: UX Vision, Strategy & Teams                            62

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UX Vision, Strategy and Teams by Susan Wolfe, Optimal Experience

  • 1. User Experience Vision, Strategy & Teams UX Marathon 2009 14 October 2009 Susan J. Wolfe Managing Director susan.wolfe@optimalexperience.com www.optimalexperience.com 1 UX Marathon 2009: UX Vision, Strategy & Teams 1
  • 2. Today’s session Part 1: Defining the UX strategy – What is a UX strategy and how do you develop it Scoping your strategy and creating a vision – Obstacles and opportunities Knowing your organization Part 2: Implementing the vision – Making the UX team successful – Techniques and user-centered design Some of today’s top methods and techniques – Measuring the success UX Marathon 2009: UX Vision, Strategy & Teams 2
  • 3. Sources Multiple surveys of our colleagues about practices and viewpoints Usability Professionals’ Association survey Previous workshops and presentations over the years And lots and lots of experience… UX Marathon 2009: UX Vision, Strategy & Teams 3
  • 4. Usability vs. user experience UI design Cross-functional Deep Customer Knowledge UX Design User-Centered Methodology Design Generalists Usability Evaluation Experts UX Marathon 2009: UX Vision, Strategy & Teams 4
  • 5. Why user experience? Here’s Cat, a project manager and mother of 2 teenagers, answering emails using her Blackberry on the NY subway. She sees an email confirming an order she placed for her daughter’s birthday, but it’s not going to arrive in time. When she gets out of the subway she calls the company to cancel the order. The customer service person helps her select something else, guaranteeing it will arrive on time at no extra cost. Cat feels… UX Marathon 2009: UX Vision, Strategy & Teams 5
  • 6. Part 1: User Experience strategy 6 UX Marathon 2009: UX Vision, Strategy & Teams 6
  • 7. Optimal is the key word Business goals User goals UX Marathon 2009: UX Vision, Strategy & Teams 7
  • 8. Customer experience from all angles Shops Shop design Customer facing staff Shop staff Purchase process Ability to solve issue Attitude and tone Web Sales staff Web visual treatment Information architecture Staff knowledge Ease of use Tone Ability to deliver on promise Products Materials (doc, Brand promise packaging etc.) Visual treatment Visual treatment Packaging Brand experience Use Findability UX Marathon 2009: UX Vision, Strategy & Teams 8
  • 9. Customer experience over time Web Sales staff Shops Materials (doc, Product(s) packaging, shipping etc.) Customer facing staff UX Marathon 2009: UX Vision, Strategy & Teams 9
  • 10. The UX challenge Web Sales staff Shops How to keep the whole company focused on a How to keep the whole company focused on a consistent customer experience vision? consistent customer experience vision? Materials (doc, Product(s) packaging, shipping etc.) Who owns the customer experience vision? Who owns the customer experience vision? Customer Facing Staff UX Marathon 2009: UX Vision, Strategy & Teams 10
  • 11. How to develop a UX strategy Creating a vision and strategy to support it 11 UX Marathon 2009: UX Vision, Strategy & Teams 11
  • 12. Developing a UX strategy Identify the organization’s business goals Decide where to focus UX design: computer systems, products, services and/or processes Vision Derive user experience goals Research customer values, needs and context of use Align goals with customer research findings Combine UX goals with UCD-derived data Scope the strategy to be achievable Strategy Build a scalable strategy over time Create a UX approach which supports the vision and strategy UX Marathon 2009: UX Vision, Strategy & Teams 12
  • 13. A UX strategy implements the vision It addresses both what and how Business goals / drivers Product(s) Process & Team What and How Who and When Constraints UX Marathon 2009: UX Vision, Strategy & Teams 13
  • 14. UX strategy model What The UX vision Why The business goal(s) Who The cross-functional team members When Schedule for: - communications among team members - presentations/updates to stakeholders - when milestones will be reached How Success metrics UX Marathon 2009: UX Vision, Strategy & Teams 14
  • 15. Example What Accessibility Consistency Usability Why Government sales Sales demos License Revenue renewals Who Product team A Product team B Product team C When Weekly team mtg Weekly team mtg TBD Monthly senior manager Quarterly exec mtg check-ins How Checklist Education efforts 8-step process Expert reviews Documentation Evaluation UX Marathon 2009: UX Vision, Strategy & Teams 15
  • 16. Focus your UX design efforts Don’t overextend your team. Make your efforts manageable. Interactive Customer Facing Other Experience Experience Experiences Websites Tech support Packaging Software products Customer service Instructions Sales Store design Training Order management Billing UX Marathon 2009: UX Vision, Strategy & Teams 16
  • 17. When the UX team owns the vision Share techniques, resources and knowledge with other groups in your organization. Deep Customer Knowledge Cross-Functional User Experience UI Design Design Techniques User-Centered Design Usability UX Marathon 2009: UX Vision, Strategy & Teams 17
  • 18. The UX vision Corporate goals Corporate goals & brand objectives & brand objectives Business Factors Viability Costs Costs Reality checks along the way Vision Customer Customer Opportunities Opportunities research research Actionable Initiatives & skills & skills Design Applied Technology Desirability Feasibility Based on IDEO’s Innovation Engine. www.ideo.com/images/media/DMI_IDEO_W02.pdf UX Marathon 2009: UX Vision, Strategy & Teams 18
  • 19. Evolving a vision vs. strategy development Your strategy can evolve, or it is the project Evolving a vision Strategy project Organic Fixed deadline Vision Each project provides Your research is more ideas and feeds targeted at creating a the vision. That vision vision and strategy then informs the strategy. UX Marathon 2009: UX Vision, Strategy & Teams 19
  • 20. Developing a UX strategy Discovery: Definition: Implementation: What How and Who Review Biz Factors Company culture Translate goals into high level Planning design goals (grids) Business goals Development Team set up Scope Evaluation Design research- proposed UX goals Tracking techniques Customer needs and Revise Customer needs Design expectations Resources and tools Opportunities Establish clear deliverables Constraints Tech Deliverable: detailed analysis Deliverable: shared Deliverable: high level of product space resources which embody the findings document vision Strategy & Vision UX Marathon 2009: UX Vision, Strategy & Teams 20
  • 21. What are business goals? Business goals reflect the strategy of an Business goals reflect the strategy of an organization – how to accomplish the mission organization – how to accomplish the mission Goals should be: Action oriented Completed within a target time frame Specific and well defined Achievable, yet challenging UX Marathon 2009: UX Vision, Strategy & Teams 21
  • 22. Example business goals Specific goals from a previous client* Provide customers with choice and develop closer relationships with them Generate domestic organic growth and profitability Generate efficiencies across personal insurance lines of business Maintain reputation and help customers and the community better understand and reduce risk * an insurance company in Australia UX Marathon 2009: UX Vision, Strategy & Teams 22
  • 23. Support business goals Better tech support Improve Consistent user Rapidly find productivity interface solution through search optimisation reduce costs UX Marathon 2009: UX Vision, Strategy & Teams
  • 24. Derive goals and success metrics Business Goals Issues Business UX Goals Success Objectives Metrics Reduce training • CSRs are often • Improve • Make UIs • Reduce costs of in their first job customer consistent training time customer service • Multiple apps satisfaction by with each from 5 reps (CSRs) with different helping novice other weeks to 2 UIs CSRs sound • Match the weeks expert workflow • Increase • High turnover • Provide just-in- required by time to time help sales proficiency • Provide from 2 customer months to 1 centric month information • Provide visible prompts for infrequently used functions UX Marathon 2009: UX Vision, Strategy & Teams 24
  • 25. Experience matrix Identify attributes for each area and check for alignment Business Product Experience Best User Visual Customer Testing Goals & Features Require- Practice1 Interface Design Service Plan and Success Support- ments Acceptance Metrics ing Goals Criteria Build trust Not a lot Results offer Search Users can Easy to Users can Users find and of ads all options results are find what scan the call and get what they credibility easy to they are search help 10 are looking for both Easy to Consumers under- looking for results hours per for within potential contact gets what stand quickly day three logical and help they expect Friendly, clicks existing The offer is Consumers unin- Trust the Minimize clear are timidat- outcome of customers asking for confident in ing the service Metric: personal their graphics request 1. majority data choices of users rate the site as trustworthy 2. Net promoter score 1Include competitors or companies who exemplify the goal Derived from Donoghue: Built for Use UX Marathon 2009: UX Vision, Strategy & Teams 25
  • 26. Experience definition Articulate the overarching experience you want your customers to have Feel Do Think Values Action UX Marathon 2009: UX Vision, Strategy & Teams 26
  • 27. Keep the UX vision simple Skype – Internet phone to anywhere in the world for free 1. Make communicating with people around the world easy and fun 2. Say hello or share a laugh with anyone, anywhere Feel Easy, straightforward and fun, relaxed. Do Use Skype for personal and business Think This is the best way to connect to people Values I like technology, I like saving money Relax and talk Action Talk for a long time without interruption UX Marathon 2009: UX Vision, Strategy & Teams 27
  • 28. The key: ongoing, deep research Contextual / ethnographic studies Share the resources & findings Discussion forums Web analytics Analyze existing experience Customer panels Identify preferred Personas customer experience Stories Align with business Tech support data goals and drivers Focus groups UX Marathon 2009: UX Vision, Strategy & Teams 28
  • 29. Obstacles and opportunities Know your organizational culture 29 UX Marathon 2009: UX Vision, Strategy & Teams 29
  • 30. The big stumbling blocks UX teams and UX strategies fail when… Wrong focus—no alignment to business goals Being unaware of your corporate culture Lack of communication No champion or support UX Marathon 2009: UX Vision, Strategy & Teams 30
  • 31. Know the culture of your organization Business goals are not enough ‘Build it and they will come’ doesn’t apply here Need to understand the culture and politics to make UX team and vision accepted Cultural analysis focuses on: – Barriers – Opportunities – Myths – Values UX Marathon 2009: UX Vision, Strategy & Teams 31
  • 32. What is a “barrier”? A barrier has the potential to prevent or undermine the adoption of usability and UCD Example: Few UCD skills in organization: – No existing systems development methodology – Cannot apply UCD activities to development without skilled people – IT and Business are arguing over where the UX team should live UX Marathon 2009: UX Vision, Strategy & Teams 32
  • 33. What is an “opportunity”? An opportunity offers a vehicle for pushing through user experience initiatives Example: An organization has an initiative to reduce tech support costs – Better UI design of application can improve usability – Search optimisation can speed up call times – Create better support self-service on the organization’s website. The website is about to be redesigned. UX Marathon 2009: UX Vision, Strategy & Teams 33
  • 34. Identify myths and values A myth is a belief held by your stakeholders – UI design is subjective and cannot be measured or engineered – Users don’t need better interfaces, just better training A value is a belief that defines the culture – Developers are rewarded for rescuing failing projects UX Marathon 2009: UX Vision, Strategy & Teams 34
  • 35. Case studies Large government Medium software agency company Barriers Barriers Perceived additional Two usability professionals workload No development Lack of UX expertise methodology Old platforms and out of date systems Opportunities Opportunities New systems development Executive champion methodology Culture of collaboration Increasing resources to Available funding become more self-reliant UX Marathon 2009: UX Vision, Strategy & Teams 35
  • 36. Explore culture of specific groups Marketing Tech Support Barriers Barriers Research appears to be the Time spent learning same technology, not customer Threatened by UX taking service credit for product success Well established field Opportunities Opportunities Customer centered research Rewarded based on the is current trend customer experience Marketing can be more effective Tweak existing activities, leverage existing research UX Marathon 2009: UX Vision, Strategy & Teams 36
  • 37. Find a champion CMO and CEO get it—the number 1 value is customer success. Then product managers feel the pressure to understand the customer. UX Manager, Software As Service company As the company matures, more resources become available for usability, but some prioritization is still needed. At the previous stage, priorities were opportunistic; they must now be more selective. Rather than chase easy wins, you must build spectacular wins for usability to convince executives to move the organization to the desired goal state. Jakob Nielsen, Evangelizing Usability: Change Your Strategy at the Halfway Point UX Marathon 2009: UX Vision, Strategy & Teams 37
  • 38. Challenge: aligning the UX vision Customer service Tech support Shops Sales Product design Marketing Branding Legal UX Marathon 2009: UX Vision, Strategy & Teams 38
  • 39. Part 2: Implementing the vision 39 UX Marathon 2009: UX Vision, Strategy & Teams 39
  • 40. A UX team implements the vision Design a team that meets the needs within given constraints Business goals / drivers Product(s) Process & Tea What and How Who and When Constraints UX Marathon 2009: UX Vision, Strategy & Teams 40
  • 41. Establishing your UX team How the UX team fits into the organization Working out the best structure Knowing who’s involved in systems / product development What systems development method is used Maintaining the team Who owns the user experience vision? Who owns the user experience vision? UX Marathon 2009: UX Vision, Strategy & Teams 41
  • 42. And the survey said… Location in the company Percentage Percentage ‘06 ‘08 IT / IS / Engineering 26 12 Product development 23 50 Dedicated infrastructure 16 2 Marketing 13 12 Dedicated business unit 10 4 R&D 6 Product management 3 1 Communications 3 Chief Technology Office 2 Consulting companies not included UX Marathon 2009: UX Vision, Strategy & Teams 42
  • 43. One ideal world Chief Experience Officer (CXO) Product Product Marketing Marketing Design UX Marathon 2009: UX Vision, Strategy & Teams 43
  • 44. Models to structure your team Five basic models: – Consulting – Distributed – Review & Approve – Educate & Administrate – Hybrid Project Project Project Project UX Marathon 2009: UX Vision, Strategy & Teams 44
  • 45. And the survey said… Model % ‘06 % ‘08 Consulting 34 31 Review & Approve 0 0 Educate & Administrate 0 0 Distributed 31 31 Hybrid 34 21 Split team (Research + UCD) - 5 UX Marathon 2009: UX Vision, Strategy & Teams 45
  • 46. Consulting and hybrid models Focus Teams Other Models Cisco / IDEO Cross-functional team is Individual UX practitioners assigned to high impact assigned to specific projects projects Central design research team Project manager Experience analysts Generative researcher Ethnographers UI architect Web analytics manager Interaction designer Web technology strategist Visual designer Design research lead Industrial designer JavaScript Ninja Developer UX Marathon 2009: UX Vision, Strategy & Teams 46
  • 47. Characteristics for roles in UX teams The anthropologist The experimenter The cross-pollinator The hurdler The collaborator The director The experience architect The set designer The caregiver The story teller UX Marathon 2009: UX Vision, Strategy & Teams 47
  • 48. Characteristics to seek out Good communication skills: written and spoken Facilitation and collaboration skills Listening skills Team oriented Attention to detail UX Marathon 2009: UX Vision, Strategy & Teams 48
  • 49. Desirable competencies and skills Building relationships Influence and consultation Critical thinking and decision making Negotiating ability Dealing with End user research ambiguity Visual design Organizational awareness and agility UI prototyping Focus on customers The relative strengths required in any one person depend on the size of the team and how the roles are carved out UX Marathon 2009: UX Vision, Strategy & Teams 49
  • 50. Fitting into existing methods and processes 50 UX Marathon 2009: UX Vision, Strategy & Teams 50
  • 51. Several formal and informal methods stakeholder interviews usability testing field studies focus groups usability walkthroughs affinity diagrams expert review / heuristic evaluation workflow diagrams usability goals scenarios card sorting paper mock-ups collaborative design The Hiser Element™ Cooper UPA: Designing the User Experience UX Marathon 2009: UX Vision, Strategy & Teams 51
  • 52. Fitting in with any development lifecycle Business Factors Viability Requirements analysis and Vision definition Design Technology Desirability Feasibility System and software design Implementation and unit testing Integration and system testing Analysis Design Evaluation UX Marathon 2009: UX Vision, Strategy & Teams 52
  • 53. Today’s hot methodology: Agile Agile Development – Adaptive (vs predictive) – Fast (2-6 week) iterations – Small, co-located teams – Experienced developers – SCRUM – Project management method for Agile Design Definition (Requirements and concept) Iteration 1 Design Iteration 2 Development Design Iteration 3 Development Design Development UX Marathon 2009: UX Vision, Strategy & Teams 53
  • 54. User-centered design techniques 54 UX Marathon 2009: UX Vision, Strategy & Teams 54
  • 55. Which tools and techniques? Largely determined by your scope – Responsible for initiating the user interface design? – Responsible for evaluating the user experience? – Developing UX vision & strategy? Highly influenced by when you get involved in the project – Need to fit in to any methodology – Any involvement is better than none! Somewhat dependent on your access to users and stakeholders UX Marathon 2009: UX Vision, Strategy & Teams 55
  • 56. User involvement Steve Mulder UX Marathon 2009: UX Vision, Strategy & Teams 56
  • 57. And the survey said… Wireframes Paper mockups User interface specifications Expert reviews Use case scenarios Informal usability testing Functional prototypes Formal usability testing Field studies Personas Style guides Stakeholder interviews Activity scenarios User surveys Content audits Focus groups Card sorting Design patterns Mental model diagrams 0 100 200 300 400 500 600 700 800 900 Number of occurrences (estimated) UX Marathon 2009: UX Vision, Strategy & Teams 57
  • 58. St ak Effectiveness of technique eh ol de 1 = not effective, 5 = very effective ri n Fo ter 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 cu vie s U gr w s se o r u F i su p s el rv d ey st s M u e n E P e di e ta xp rs s l m er on U od t re as se e v ca l di iew a Ac se gra s tiv e sc m ity n s sc ario C en s Pa ar d ario UX Marathon 2009: UX Vision, Strategy & Teams pe so s Effectiveness as sales tools r m rti Fu n nc W ock g Fo ti i u rm ona refr ps In al l p am fo u rm sa roto es al bil ty us ity pe ab t e s s C ility tin on t g U t e es nt tin se ri S t au d g nt D er es yle its fa ig g ce n ui sp pa t d e ec t e r ific ns at io ns Selling to: 58 Management Project teams
  • 59. Effectiveness as sales tools Most effective Least effective Formal usability testing Mental model diagrams Field studies Content audits Functional prototypes Card sorting UI specifications Focus groups Design patterns Styleguides UX Marathon 2009: UX Vision, Strategy & Teams 59
  • 60. Measuring the customer experience Net Promoter Score – Percentage of customers who would recommend a company less the percentage that would urge friends to stay away Focus groups – Opinions, collaborative thinking, idea generation Customer panels – Recruited group who work on pilot new products or designs Online forums – Collect feedback and ideas from customers Usability testing – Understand how users interact with your products/services UX Marathon 2009: UX Vision, Strategy & Teams 60
  • 61. Measure against goals and success metrics Guiding principles – Helps answer the question: why are we doing this project? – Keep it at a granular enough level by asking “why” until you agree upon a specific, measurable, achievable goal – Can measure both business success & technical success - but technical success should be tied to a business benefit – Aim for 2-5 metrics for every project, written in bullet point form – When possible, tie to a business goal or product goal Process for establishing metrics – Define as part of initial project justification, before the project starts. – Establish whether the metric adds anything to the project, and assess whether it is critical enough to do so – Assign ownership (eg. Business, Division, IT or Usability) – Agree upon when to measure the success metric: during design, at roll- out, ongoing Ongoing measurement is the key… Ongoing measurement is the key… UX Marathon 2009: UX Vision, Strategy & Teams 61
  • 62. Final questions and thanks 62 UX Marathon 2009: UX Vision, Strategy & Teams 62