This is the presentation deck from UX Conference session by Alessio Zazzarini of UXBoost as a part of UXSEA Summit 2019 in Singapore. UXSEA Summit 2019 was held from 18th to 20th November, 2019. For more information about UXSEA Society, visit https://uxsea.org/ The copyright of this material is with those who created this presentation material. Please take permissions from the authors if you are in doubt about copyright infringement.

1. Data driven UX:
The engine of high
performing company
Alessio Zazzarini

2. Alessio Zazzarini
My journey
02
5. Next
1. Getting started
2. Spreading and networking
3. Delivering and Optimising
4. Impact

3. Alessio Zazzarini
Getting started
03
UX initiation in a beautiful
company: trivago!

4. !4
The UX and me when I arrived
in trivago October 2015

5. Alessio Zazzarini 05
UX maturity
Unknown Experimental Confirmative Supportive Systematic Integrated Pervasive
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6 Stage 7
trivago

6. Alessio Zazzarini 06
My Dream
User
Company

7. Alessio Zazzarini
Spreading awareness Converting detractors in ambassadors
Awareness and promoters
The Objectives
07

8. Alessio Zazzarini
My first attempt
Flop
• In person promotion
• Work super hard
• Work for everyone
8

9. !9
Power of proof

10. Alessio Zazzarini
Research process
10
PO
Devs
Designers
One scrum team - card sorting study
How to

11. A little bit of magic
!11

12. Alessio Zazzarini
+ 4,5 million €
"
+ 6,8 million SGD
Redesign the internet
for tablet
Results
12

13. Alessio Zazzarini 13
User Centred Design
Improves Business

14. Alessio Zazzarini 14
Working hard alone was a
waste of energy,
I needed to work hard but
smarter with others.

15. Alessio Zazzarini 15
“In the middle of every
difficulty lies opportunity”
- Albert Einstein

16. Alessio Zazzarini 16
Spreading and
networking
The importance of
communication and networking

17. Creating the
network
17

18. Alessio Zazzarini 18
The two UX heavy teams
How to
UXR
UXD

19. Alessio Zazzarini
UXR
UXD
19Alessio Zazzarini

20. !20
Designer
Researcher

21. !21

22. Alessio Zazzarini 22
Dedicated events
How to
UX breakfast
Rafting
Amusement
park

23. Alessio Zazzarini 23
The foundation
How to
BIUXR
UXD

24. Alessio Zazzarini
Isolation
Flop
24
• Lack of proximity
• Lack of communication
strategy

25. Alessio Zazzarini 25
Communication strategy
How to
Slack channel Internal wiki
Knowledge sharing sessionVideo insights

26. Alessio Zazzarini 26
No jargon
Essential and Pragmatic
Memorable
Repetition
Communication style
How to

27. Alessio Zazzarini 27
• Cyclical UX internal survey
• Anonymous feedback after
results presentation
• Stakeholder interview
Measure it
How to

28. !28
UX

29. Alessio Zazzarini 29
Effective
communication is
crucial.
It is better to deliver
less but communicate
properly than vice versa

30. Alessio Zazzarini 30
“Teamwork
-Andrew Carnegie
“Teamwork is the ability to work
together toward a common vision…
It is the fuel that allows common
people to attain uncommon
results.”
-Andrew Carnegie

31. Alessio Zazzarini 31
Deliver and optimize
Processes, methods, team
organisation and speed

32. Alessio Zazzarini 32
The paradox of speed
The challenge
• More iterations
• More development
• More QA
• More money

33. Alessio Zazzarini 33
Speed and alignment
The Objectives
Produce
more and
faster
Align
research,
design and
development

34. Alessio Zazzarini
Produce more and faster - Advanced online tools
How to
34

35. Alessio Zazzarini 35
Produce more and faster - Standardise processes
and templates
How to

36. Alessio Zazzarini 36
Produce more and faster - Democratise the
research process
How to
UX Research
core.
UXR team
UXR
POs
UXR
Information
architect
Business
intelligence
UXR
Devs
UXR
design
team

37. Alessio Zazzarini
Strategic
research design
within the sprint
37
Education
Sprint 0
approach and
asymmetric
cycles
Align research, design and development
How to

38. Alessio Zazzarini
Align research design and development -
Education
How to
38

39. Alessio Zazzarini 39
Align research design and development - Within
the sprint
How to
Alessio Zazzarini 41

40. Alessio Zazzarini
Align research design and development - Sprint 0
How to
40

41. Alessio Zazzarini 41
A win, win , win outcomes
Results
More
satisfied
people. Office
vibe
Data-
driven
approach build
confidence
Higher ratio
of winning
experiments

42. Alessio Zazzarini 42
Achieving great results is a
process, not a single event.
Structuring this process is
the most important
prerequisite to increase
your probability of
succeeding.

43. Alessio Zazzarini 43
“Start by doing what’s necessary;
then do what’s possible; and
suddenly you are doing the
impossible.”
- Anonymous

44. Alessio Zazzarini 44
Amplify the impact
Paradigm shift

45. Alessio Zazzarini 45
A tremendous paradigm shift
How to
Evaluative UXR
Usability
Research/design execution
Generative UXR
Usefulness
To problem definition

46. Alessio Zazzarini 46
From evaluative to generative research
How to
- Cognitions
- emotions
- Pain points
- Needs
- Expectations
Idea
generation
Idea
validation
Experience with
a specific
artefact
Generative
research
Evaluative
research

47. Alessio Zazzarini 47
From Usability to Usefulness
How to
Usefulness Usability
Confirmatory
behavioural
research

48. Alessio Zazzarini 48
Lack of focus on the problem definition
The challenge

49. Alessio Zazzarini
What is it?
49

50. !50

51. Alessio Zazzarini 51
From research/design execution to problem
definition
How to
> Why?
> Do our users
need it?
> What problem are
we solving?

52. Alessio Zazzarini 52
Today in trivago - UX as
The results
QA
User
support
Search
intelligence
DesignUXR
UX
UX
UX
UX
UX
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Product development
Trivago main product

53. !53
Initial trivago approach

54. !54
trivago’s approach today

55. Alessio Zazzarini 55
Today in trivago - UX Roi
The results
Allocate the resources
strategically
Reducing the time to
full acceptance of new
features
More Winning
experiments
Less wasted
development time
trivago

56. !56

57. Alessio Zazzarini 57
“Extraordinary changes come from
changing the company culture. Changing
the company culture is an extraordinary
challenge“
Alessio Zazzarini

58. Alessio Zazzarini 58
“If I had one hour to save the world, I
would spend fifty-five minutes defining
the problem and only five minutes
finding the solution“
-Albert Einstein

59. Alessio Zazzarini 59
What’s next
A glimpse of possible future
trends

60. Alessio Zazzarini 60
The trivago UX maturity
Results
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Unknown Experimental Confirmative Supportive Systematic Integrated Pervasive
trivago
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6 Stage 7
https://www.nngroup.com/articles/ux-maturity-stages-1-4
20 years 20 yearsMarket evolution speed
4 yearstrivago evolution speed

61. Alessio Zazzarini
The challenge
61
UX responsible for
UX as DNA
• Determining the whole company
strategy
• Guiding any type of decisions

62. !62
Diversification of UX practitioners

63. Alessio Zazzarini 63
Diversification of UX practitioners
What’s next
Yesterday UXR Mixed
methods
UX
Designers

64. Alessio Zazzarini 64
Diversification of UX practitioners
What’s next
Today
UXR
Mixed
methods
UX
Designers
UX
Architect
UX
Copywriters
UXR
Quant
Focus
CRO
Focus
Evaluative
Focus
Generative

65. Alessio Zazzarini 65
Self evolving team

66. Alessio Zazzarini 66
Self evolving teams
What’s next
Mapping out
UX research
skills
skills
profiles
junior
skills profile
Mid-senior
skills profile
senior
skills profile
Specialised
Internal
carrier paths

67. Alessio Zazzarini 67
Self evolving teams
What’s next
Major area of
improvement
for the team
Specific
learning
paths
Team
member
interview
Assessment

68. Alessio Zazzarini 68
Self evolving teams
What’s next
We know
what we
know
We know
what to learn
next
Smart UXR
pairing
Continuos
assessment
Happy
researchers
Growth
initiative

69. Alessio Zazzarini 69
Holistic UX. Stakeholder-centred design
What’s next
Employees
Partners
Service providers
Freelancers
B2B users
Shareholders

70. Alessio Zazzarini 70
Conclusions

71. Alessio Zazzarini 071
How to get there
Experimental process Me

72. !72
Me

73. Alessio Zazzarini 73
Trivago
Results
trivago
People
+ Satisfaction
+ Productivity
+ Collaboration
UX perspective
+ User satisfaction
+ Retention
+ NPS
Business
- Dev cost
- Time to
acceptance
+ Winning exp.
+ Revenue

74. !74
What are you
waiting for?
Start to work on your UX re-evolution today!

75. !75
“Shoot for the moon. Even if you miss,
you'll land among the stars.”
-Norman Vincent

76. Alessio Zazzarini 76
Let’s have a chat about it
Contacts
Alessio.zazzarini@gmail.com
www.linkedin.com/in/alessiozazzarini/
Alessio.zazzarini