Track a 1015_kaniasty

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The Strategic UX Triangle:
Chasing the dream of Embedded UX
Eva Kaniasty
redpillux.com
@kaniasty

User Experience Strategy Overview, Eva Kaniasty/Red
Pill UX

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EXISTING MODELS

Pill UX

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METHOD-FOCUSED MODELS

Pill UX

4

PROCESS-FOCUSED

Pill UX

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BUSINESS-FOCUSED MODELS

Pill UX

6

Me
Business
WHY?
Pill UX

HOW?

ess

tho

c
Pro

WHAT?

ds

STRATEGIC UX

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APPROACH
IDENTIFYING PROBLEMS

LISTENING TO THE ORGANIZATION

IDEAL VISION

GOALS | BEST PRACTICES

TACTICS
CONSISTENT WITH ORGANIZATIONAL CULTURE

Pill UX

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FINANCIAL SERVICES CONNECTION
STARTUP
GROWING
ESTABLISHED
AGENCY
Pill UX

SIZE
HISTORY
REGULATIONS
COMPLEXITY OF THE SYSTEM
ORGANIZATIONAL CULTURE

Me

s
c es

t ho

Pro

ds

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Business
Pill UX

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STARTUP
/ AGENCY

“We do discount UX.
I showed it to coworkers
and they liked it.

ESTABLISHED
/AGENCY

“You can’t get valid data
from only 8 users.
Marketing already did
focus groups anyway.

Pill UX

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Methods Strategy Checklist

✓We agree on issues of

VALIDITY

methodology and research
validity.

Pill UX

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GROWING
/MATURE

“We spent all this money
on our lab.
Let’s usability test it!

GROWING
/AGENCY

“We have 3 people
wireframing out every
project.

Pill UX

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✓ We agree on issues of methodology

VALIDITY

and research validity.

✓We draw from a range

TOOLBOX

methods, choosing the right
solution for the problem at
hand.

Pill UX

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STARTUP
GROWING

“We do UX. We just
hired 2 UX developers.

GROWING
AGENCY

“Our UX person is great.
She tells us exactly what
to do.

Pill UX

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VALIDITY

✓
✓

TOOLBOX

PEOPLE

We agree on issues of methodology
We draw from a range of methods,
choosing the right solution for
problem at hand.

✓ Our staff has the expertise

required to deliver rigorous
and high quality work.

Pill UX

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TACTICS FOR THE RIGHT METHODOLOGY
DISCOUNT OR FORMAL?
SHOW OR TELL?
OUTSOURCE OR TRAIN?

Pill UX

Me

s
c es

t ho

Pro

ds

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Business
Pill UX

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STARTUP
GROWING

“Dev already started.
Can you do a UX phase
in the next 2 weeks?

GROWING
ESTABLISHED

“Sales and marketing do
their own landing page
& widget design.

Pill UX

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Process Strategy Checklist

✓Our project plans allocate

TIME

time for a UX phase.

Pill UX

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GROWING
ESTABLISHED

“I’m pretty sure we did
user profiles last year.

“I can’t be there, but I’ll
watch the testing videos.

“Just email me a copy of
the report.
Pill UX

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TIME

✓ Our project plans allocate time for a
UX phase.

✓User perspective is

USERS

represented and known.

Pill UX

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GROWING
ESTABLISHED

“We ran 5 user tests: we
just haven’t implement
the results yet.

GROWING
ESTABLISHED

“Great brainstorm
everyone. Too bad we
can’t use your ideas this
time.

Pill UX

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TIME

✓ Our project plans allocate time for a

UX phase.
USERS
✓ User perspective is represented and
known.
IMPACT

✓Ideas generated through

the UX design process are
acted upon.

Pill UX

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GROWING
ESTABLISHED

“The launch is
delayed, so there is no
time for usability
testing.

GROWING
ESTABLISHED

“We have to move on to
the next project before
we can do v.2.

Pill UX

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TIME
USERS

✓ Project plans include a UX phase.

known.
IMPACT
✓ Ideas generated through the UX
design process are acted upon.
LEARNING

✓Evaluation and iteration
happens.

Pill UX

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TACTICS FOR THE RIGHT PROCESS
USER-CENTERED OR LEAN UX?
LIVE USERS OR PERSONAS?
COLLABORATE OR DEMONSTRATE?

Pill UX

Me

s
c es

t ho

Pro

ds

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Business
Pill UX

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STARTUP
GROWING

“We’re Agile, so we
don’t do research.

ESTABLISHED

“We don’t use

ESTABLISHED

“We rolled it back due

the
usability lab that much.
to internal pushback.

Pill UX

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Business Strategy Checklist
BUY-IN

✓Executive & stakeholder
support is strong.

Pill UX

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ESTABLISHED

“UX costs too much, and
the business is doing
fine as is.

GROWING
ESTABLISHED

“The CIO thinks
personas are a
waste of time money.

Pill UX

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BUY-IN

✓ Executive and stakeholder support
is strong.

✓UX budgets are stable

MONEY

non-negotiable.

Pill UX

and

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ANY STAGE

“The beta testers seem
to like the new design.

ANY STAGE

“I think the project went
well. The stakeholders
seem happy.

Pill UX

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BUY-IN

✓ Executive and stakeholder support is

strong.
MONEY✓ UX budgets are stable and nonnegotiable.
METRICS

✓Metrics and benchmarks
are defined. Results are
measured.

Pill UX

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ESTABLISHED

“The VP of sales has
made a list of features.

“These users just didn’t

GROWING
ESTABLISHED

get it!
ANY STAGE

“I think we should move
this button to the left.

Pill UX

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BUY-IN


strong.
METRICS✓ Metrics and benchmarks are
defined. Results are measured.
EVIDENCE

✓Evidence-based decisions
are the norm.

Pill UX

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TACTICS FOR THE RIGHT BUSINESS STRATEGY
ENGAGE OR EXCLUDE?
SMALL TEAMS OR LARGE?
FOCUS OR TRIANGULATE?

Pill UX

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STRATEGIC PLANNING
BUSINESS

METHODS

PROCESS

✓ Business Goals, Req. & Vision
✓ Project Goals & Metrics
✓ Project/Stakeholder Ecology
✓ Research Methodology
✓ User Modeling & Requirements
✓ Design Methodology
✓ Project Road Map
✓ Evaluation & Iteration

Pill UX

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Me

s
c es

t ho

Pro

ds

STRATEGIC UX

Business
Pill UX

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✓

VALIDITY

✓

TOOLBOX

PEOPLE

✓

We agree on issues of methodology
We draw from a range of methods,
choosing the right solution for
problem at hand.
Our staff has the expertise required
to deliver rigorous and high quality
work.

Pill UX

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TIME
USERS

✓ Project plans include a UX phase.

known.
IMPACT
✓ Ideas generated through the UX
design process have visible impact.
LEARNING✓ Evaluation and iteration happens.

Pill UX

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BUY-IN


strong.
METRICS✓ Metrics and benchmarks are
defined. Results are measured.
EVIDENCE ✓ Evidence-based decisions are the
norm.
Pill UX

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