1. Image: Sony Pictures
We’re All UX:
Designing a Whole Company Design
Team

2. @designoutloud

3. “He’s bona fide.”
Images: Touchstone Pictures

4. Images: clipartlogo, My Mind’s Ink, Landon’s Toy Box

5. Ceci n'est pas une

6. Ceci n'est pas une UX team.
Image: Podio

7. Executive and Administration
Product development Manufacturing
Support Field
Sales / Distribution

8. running a
successful
business
enabling
great
experiences
maintaining
strong
teams
engineering
leading
technology
Image: MSFT & Phillip Hunter

9. Image: uxbooth
The practice of creating
experience is a Service

10. Boyd’s OODA LoopPorter’s 5 Forces Analysis
Image: Alex RomanImage: Vector Study

11. Strategy means
defining and inspiring
before hiring

12. Context
Capability Image: Flickr user west pointImage: Flickr user katerha

13. Orient
Assess
Question
Hypothesize

14. What are our
goals, values,
constraints, and
principles as a
company?
What do we need
to get done?
Why? How much?

15. What do we need to
be good at?
How good? How will
we know?
What are the
priorities?
Not who…yet

16. What & why?
Who & how much?
How & when?

17. Method and Image: Liz Bacon http://deviseconsulting.com/defining-ux/

18. Complementary strengths vs. homogeneous
development
Breadth and depth of skill across people
Increased participation

19. Beyond hiring & career skills growth
Shape, align, inform with business
goals
Aim for impact, scope, scale,
diversity, resilience, sustainability

20. aesthetics: type, color, line, shape, sound asset creation Motion principle/guideline creation, compliance, validation global design branding brandi
creative direction brand strategy for visual identity frameworks for visual design language brand/product positioning layout & composition informa
content design interaction design NUI and multimodal navigation and command universal design multi-channel design cross-product design con
modeling Persona development exploration of design options question definition identify relevant outcomes and necessary data methodology sele
emergent methods method development data analysis report writing communication and catalyst for action data synthesis latent need identificatio
triangulation storytelling sketching prototyping techniques modeling Iteration generation and refinement creative production problem-solving use
processes and methodologies measurement and metrics competitive differentiation process contribution and improvement tool contribution and
integration with team processes and tools continuous iterative improvement insight generation product design service design effective meetings s
and management managing interpersonal style differences working across organizational boundaries transparency communication strategy team
coaching succession planning pride in work personal accountability abstraction from personal experience engineering system mechanisms identi
escalate, or find owners for issues describe discoveries from behavior or observation identify latent needs and new product/service priorities integra
usage patterns address experience and behavioral attributes address attitude and emotional attributes describe opportunities relative to competition
opportunities relative to competition / trends create action plan relative to immediate needs create action plan consistent with future needs contribut
contribute to cross-product or cross-org strategy employ divergent thinking to influence engineering peers apply work across engineering lifecycle c
market campaigns and messaging develop formative, generative, naturalistic research propose and create consensus for needed human and produ
define success criteria and needed deliverables against multiple research objectives innovate new research approaches formulate systematic multi-
adapt research program to respond to organizational need reduce data to form actionable outcomes enable problem identification apply data to idea
finding, and problem definition synthesize data for idea finding, problem finding, and problem definition create compelling data summaries deliver co
artifacts create compelling communication via emotional connection to user and context convey real user stories create common understanding of u
feedback, or needs predict usage and customer reaction contribute real customer stories, insights, and data for go to market efforts inspire new thin
expressed needs inspire new thinking by leveraging latent needs propose and guide solutions throughout cycle apply appropriate business domain
measurable conditions for success create measurable conditions for success build consensus for success definitions align success definitions to go
create alignment of success definitions to goals or org definitions integrate success definitions into design research process create integration of suc
design research process leverage insight on needs to inspire new thinking and approaches create insight on needs to inspire new thinking and appr
guide solutions align solutions within or across product areas / scenarios create alignment of solutions across product areas / scenarios discover an
causes to experience issues iterate analyses and interpretation of data to discover superior solutions create and direct analyses and interpretation o
superior solutions tune designs based on continuous iteration tune research approaches to address changing needs provide data and research arti
success outcomes create and direct research processes to provide data and research artifacts that validate success outcomes Design for non-US m
expertise (Visual Studio, Adobe, etc.) Full range of analog & digital prototyping business model and execution considerations Design Principles De
Application Platform Competing OS expertise HTML/CSS/Javascript multidevice, responsive design native apps v. browser data visualization and
sensors and other small devices problem discovery build, measure, learn (Lean Startup / Lean UX) facilitation and managing divergence/convergen

21. running a
successful
business
enabling
great
experiences
maintaining
strong
teams
engineering
leading
technology
Image: MSFT & Phillip Hunter

22. Have the right
project members
been identified?
In what areas will
augmentation be
the best thing?
What kind and from
where?

23. Skill Name
Skill 1
Skill 2
Skill 3
Skill 4
Skill Name
Color, line,
shape
Latent need
identification
Brand
integration
Business model
translation

24. UX leaders and ICs UX enthusiasts
Product owners Executives & sponsors

25. Skill Name Current Level Desired
Level
Priority
Color, line,
shape
Latent need
identification
Brand
integration
Prototyping

26. Skill Name Current Level Desired
Level
Priority
Color, line,
shape
3 5 5
Latent need
identification
2 2 1
Brand
integration
5 3 3
Non-code
prototyping
1 4 5

27. Skill Name Current Level Desired Level Priority
Skill 1 3 5 5
Skill 2 2 2 1
Skill 3 5 3 3
Skill 4 1 4 5
Skill Name Current Level Desired
Level
Priority
Skill 1 3 5 5
Skill 2 2 2 1
Skill 3 5 3 3
Skill 4 1 4 5
Skill Name Current Level Desired
Level
Priority
Skill 1 3 5 5
Skill 2 2 2 1
Skill 3 5 3 3
Skill 4 1 4 5
Skill Name Current Level Desired Level Priority
Skill 1 3 5 5
Skill 2 2 2 1
Skill 3 5 3 3
Skill 4 1 4 5

28. Skills
Assessment of Skills and Knowledge Assigned
Prty
Assigned
Gap
Normed
Gap
Perceived
Gap
Normed
Perceived
Gap
Current Level Norm Desired Level Norm
Color, line, shape 85 7.1 110 9.2 4.6 25.0 2.1 114.8 9.6
Brand integration 86 7.2 94 7.8 4.0 8.0 0.7 32.0 2.7
Non-code prototyping 65 5.4 88 7.3 4.1 23.0 1.9 94.2 7.8
Ethnographic analysis 77 6.4 97 8.1 4.1 20.0 1.7 82.6 6.9
Lo-fi usability 61 5.1 85 7.1 3.8 24.0 2.0 90.5 7.5
Latent need identification 60 5.0 78 6.5 3.6 18.0 1.5 63.9 5.3
Skill 7 60 5.0 75 6.3 3.7 15.0 1.3 55.0 4.6
Skill 8 69 5.8 85 7.1 4.1 16.0 1.3 64.8 5.4
Skill 9 58 4.8 75 6.3 4.0 17.0 1.4 67.2 5.6
Skill 10 70 5.8 84 7.0 4.1 14.0 1.2 57.5 4.8

29. Skills
Assessment of Skills and Knowledge Assigned
Prty
Assigned
Gap
Normed
Gap
Perceived
Gap
Normed
Perceived
Gap
Current Level Norm Desired Level Norm
Color, line, shape 85 7.1 110 9.2 4.6 25.0 2.1 114.8 9.6
Brand integration 86 7.2 94 7.8 4.0 8.0 0.7 32.0 2.7
Non-code prototyping 65 5.4 88 7.3 4.1 23.0 1.9 94.2 7.8
Ethnographic analysis 77 6.4 97 8.1 4.1 20.0 1.7 82.6 6.9
Lo-fi usability 61 5.1 85 7.1 3.8 24.0 2.0 90.5 7.5
Latent need identification 60 5.0 78 6.5 3.6 18.0 1.5 63.9 5.3
Skill 7 60 5.0 75 6.3 3.7 15.0 1.3 55.0 4.6
Skill 8 69 5.8 85 7.1 4.1 16.0 1.3 64.8 5.4
Skill 9 58 4.8 75 6.3 4.0 17.0 1.4 67.2 5.6
Skill 10 70 5.8 84 7.0 4.1 14.0 1.2 57.5 4.8
averagesum average x2
subtraction priority x normed gap

31. Skills
Assessment of Skills and Knowledge Assigned
Prty
Assigned
Gap
Normed
Gap
Perceived
Gap
Normed
Perceived
Gap
Current Level Norm Desired Level Norm
Color, line, shape 85 7.1 110 9.2 4.6 25.0 2.1 114.8 9.6
Brand integration 86 7.2 94 7.8 4.0 8.0 0.7 32.0 2.7
Non-code prototyping 65 5.4 88 7.3 4.1 23.0 1.9 94.2 7.8
Ethnographic analysis 77 6.4 97 8.1 4.1 20.0 1.7 82.6 6.9
Lo-fi usability 61 5.1 85 7.1 3.8 24.0 2.0 90.5 7.5
Latent need identification 60 5.0 78 6.5 3.6 18.0 1.5 63.9 5.3
Skill 7 60 5.0 75 6.3 3.7 15.0 1.3 55.0 4.6
Skill 8 69 5.8 85 7.1 4.1 16.0 1.3 64.8 5.4
Skill 9 58 4.8 75 6.3 4.0 17.0 1.4 67.2 5.6
Skill 10 70 5.8 84 7.0 4.1 14.0 1.2 57.5 4.8

32. company
average
team A
team B

33. Who does that already?
How can you get them involved?
What do your colleagues want to be good at?

34. Open up
opportunities
Issue the
challenge to
add UX into
everyone’s job
Let people find
their point of
contribution

35. Oh, yeah. Hiring.

36. Strategic framework
Involve the team to determine fit and talent
Hire the inspired

37. May your plan come together!
phillip.hunter@gmail.com |
@designoutloud |

38. Credits
Diamond and loupe http://www.flickr.com/photos/criminalintent/
Bicycle racers http://www.flickr.com/photos/flowizm/
Bridge http://www.flickr.com/photos/avramitra/
Fridge http://www.flickr.com/photos/katerha/
Hurdler http://www.flickr.com/photos/west_point/
Brainstorming 1 http://www.flickr.com/photos/chadmagiera/
Brainstorming 2 http://www.flickr.com/photos/prestons/
Rock climbing http://www.flickr.com/photos/usasoc/
How to communicate http://www.flickr.com/photos/pagedooley/
Design team http://www.flickr.com/photos/yandle/
Stormtroopers http://www.flickr.com/photos/jdhancock/
Prototyping http://www.flickr.com/photos/21218849@N03/
Other photos credited inline or are by Phillip Hunter