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Unlocking the potential of your UX team

In many companies, UX's value is not understood by stakeholders and management. At The Economist, we also faced this challenged. In the past few years, we've been able to make a good progress in communicating the value of UX and also in shifting the product development culture to become more user-centric.

When we started this journey, the question we received was "How is UX different from BA?" Now, the question we get is "Can we validate this with real users?"

In this presentation, I shared a little bit about our journey and lessons learned so you can start implementing this in your own company.

Presented at Digital Customer Experience Conference in Chicago 9/13/2016

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Unlocking the potential of your UX team

  1. 1. | @dsetia_1 | #UnlockingUX | Unlocking the potential of your UX team Danny Setiawan, Lead UX, The Economist | 13 Sep 2016
  2. 2. | @dsetia_1 | #UnlockingUX | Agenda • Quick Introduction • At The Economist • Empowering your UX team 2
  3. 3. | @dsetia_1 | #UnlockingUX | My Background 3 15+ years of experience in Product Design and UX Has worked with established brands (The Economist, Yahoo!, Microsoft) as well as startups C U R R E N T LY • Lead UX at The Economist • UXD Instructor at General Assembly • Product/UX mentor at Starta Accelerator
  4. 4. | @dsetia_1 | #UnlockingUX | Empowering your UX Team 4 At The Economist
  5. 5. | @dsetia_1 | #UnlockingUX | 2014 • UX was seen as a blocker/approver • UX was included at implementation stage • “What’s the difference between UX and BA?” TODAY • UX is seen as core member of Cross- Functional Team • UX team is included at every stage • “Can we validate this with real users?” 5
  6. 6. | @dsetia_1 | #UnlockingUX | Pivotal Project 1/2 • Platform migration for our flagship app in 2015 • Biz benefits: Significant cost savings and “free” features as the platform gets updated • We chose the platform used by our colleague (diff. department) • Process: Migrate then get UX to review (approve) 6
  7. 7. | @dsetia_1 | #UnlockingUX | Pivotal Project 2/2 • UX raised potential risk or losing subscribers due to usability issue/habit disruption • To mitigate, we proposed an approach we call Usability Test Driven Development. Usability Test to define feature prioritization • We decided to measure usability by using System Usability Scale (SUS) with beta users 7
  8. 8. | @dsetia_1 | #UnlockingUX | The Wins • Proof of how UX activities deliver business value • The cross-functional team is aligned on a common goal to optimize UX to achieve business goal • UX team is empowered to contribute more and stakeholders understand what UX team offers 8
  9. 9. | @dsetia_1 | #UnlockingUX | Empowering your UX Team 9 Empowering your UX team
  10. 10. | @dsetia_1 | #UnlockingUX | Empowerment To give ability and opportunity to make a difference PurposeProcessPeople 10
  11. 11. | @dsetia_1 | #UnlockingUX | People • Assess your UX Team’s capability,: • User Research • Interact Design and Information Architecture • Visual Design • Prototyping • Build towards teams of T-shaped UXers to optimize flow (1 UX responsible for end-to-end process) 11
  12. 12. | @dsetia_1 | #UnlockingUX | T-Shaped UX User Research Interaction Design/ IA Visual Design PrototypeLevel 1 Level 2 Level 3 Visual Design Visual Design 12
  13. 13. | @dsetia_1 | #UnlockingUX | Process • Include UX in every step of the process: to define problem, ideate on potential solutions, prototype and testing them (not just to implement pre-defined solution) • Challenge UX to measure effectiveness of their work (part of testing solution) • Get other cross-functional team members involved in UX activities (i.e. observe usability test) 13
  14. 14. | @dsetia_1 | #UnlockingUX | Design Thinking Process 14
  15. 15. | @dsetia_1 | #UnlockingUX | Lean and Design Thinking Empathize Define Ideate Prototype Test 15
  16. 16. | @dsetia_1 | #UnlockingUX | Purpose • Everybody wants to make a difference (including your UX Team ). • Align what UX does to a business goal. Choose a metric to measure baseline and end-goal. • Bring every conversation back to that metric. • Share the progress regularly and give access to everyone in your team to view it in their own time. 16
  17. 17. | @dsetia_1 | #UnlockingUX | Pirate Metrics Acquisition Activation Retention Revenue Referral Source: Master of 500 hats - Dave McClure’s blog From leads to trying out product From new user to returning From returning user to paying From paying user to advocate 17
  18. 18. | @dsetia_1 | #UnlockingUX | Empowering your UX Team 18 Thank you! dnys tw n@ gmail.c om | ds etia.c om | @ ds etia_1