Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Building a UX Brand

144 Aufrufe

Veröffentlicht am

It can be difficult building a user experience strategy and championing a UX-driven culture in any organization, especially if you alone have been tasked with leading the charge. To create a clear role for UX within a company, you need to establish an identity deriving from the purpose of user experience and what it can deliver.

Our three presenters have been tasked with building a UX brand. Two presenters have done so within different divisions of the same Fortune 100 company. Our third presenter has led the UX function of a global leader in application security.

Our presenters will share their successes (and failures) that have enabled them to establish strong UX brands:

* Creating core principles
* Evolving core processes
* Standardizing hiring practices and job families
* Running training sessions to demystify UX
* Establishing a UX community
* Developing a visible presence
* Collaborating with teams outside your division
* Demonstrating UX success to executives

Veröffentlicht in: Präsentationen & Vorträge
  • Als Erste(r) kommentieren

Building a UX Brand

  1. 1. Building a UX Brand Bob Thomas Director of User Research Liberty Mutual Insurance Alison Decker Manager of Product Research and Design Liberty Mutual Insurance Jen McGinn Senior Director of User Experience CA Technologies UXPA International Puerto Rico June 28, 2018 BOSTON
  2. 2. @Deckerdynamic @bobthomas @jenmcginn 6 What is a brand? “A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer.” – Wikipedia, https://en.wikipedia.org/wiki/Brand
  3. 3. @Deckerdynamic @bobthomas @jenmcginn #UXPA2018 @bobthomas Then it communicated a message – a commitment to one product or company compared to another That is, a brand is the commitment a company makes to its customers What is a brand? A brand started as an identifying mark
  4. 4. @Deckerdynamic @bobthomas @jenmcginn #UXPA2018 @bobthomas Coke changed how soda bottles looked… as a way to stand out from competitors What is a brand? Sources: Coca-Cola and The Brand Evolution. The images used here are for personal, non-commercial use.
  5. 5. @Deckerdynamic @bobthomas @jenmcginn 6 BRAND + YOUR TEAM
  6. 6. @Deckerdynamic @bobthomas @jenmcginn 6
  7. 7. @Deckerdynamic @bobthomas @jenmcginn
  8. 8. @Deckerdynamic @bobthomas @jenmcginn 6
  9. 9. @Deckerdynamic @bobthomas @jenmcginn 1. Creating core principles 2. Evolving core processes 3. Developing a visible presence 4. Hiring the best people for you Establishing a brand commitment #UXPA2018 @deckerdynamic 5. Demystifying user experience 6. Collaborating with other teams 7. Establishing a UX community 8. Demonstrating UX success to execs
  10. 10. @Deckerdynamic @bobthomas @jenmcginn 6 1.CREATING CORE PRINCIPLES
  11. 11. @Deckerdynamic @bobthomas @jenmcginn • For us, our UX brand is: 1. a commitment our UX managers make to employees we manage 2. a commitment our UX team makes to our organization 3. a commitment our UX team makes to our customers Core principles for your brand 1. Creating Core Principles #UXPA2018 @bobthomas
  12. 12. @Deckerdynamic @bobthomas @jenmcginn • So if a brand is the commitment a company makes to its customers… • …And keeping to our original definition of a brand as what distinguishes us from our rivals in the eyes of the customer • Then what commitment does Liberty Mutual Insurance make to its customers that differentiates my company? Commitment of your brand 1. Creating Core Principles #UXPA2018 @bobthomas
  13. 13. @Deckerdynamic @bobthomas @jenmcginn OUR COMPANY’S BRAND We believe progress happens when people feel secure. OUR UX TEAM’S BRAND We guide people through uncertainty by creating experiences that make them feel secure.
  14. 14. @Deckerdynamic @bobthomas @jenmcginn • How do you establish your brand? ▪ Determine what you stand for ▪ Make sure everyone knows it Creating core principles 1. Creating Core Principles #UXPA2018 @bobthomas
  15. 15. @Deckerdynamic @bobthomas @jenmcginn • Determine what you stand for ▪ “Usability Bob” ▪ “Research early and often” Creating core principles 1. Creating Core Principles #UXPA2018 @bobthomas
  16. 16. @Deckerdynamic @bobthomas @jenmcginn Creating core principles 1. Creating Core Principles #UXPA2018 @bobthomas
  17. 17. @Deckerdynamic @bobthomas @jenmcginn 1. Don’t lead with the method, lead with the goals 2. Findings are based on the behavior observed 3. Research with project teams 4. Finding problems is a victory, not a failure 5. Know who your users are Creating core principles 1. Creating Core Principles #UXPA2018 @bobthomas
  18. 18. @Deckerdynamic @bobthomas @jenmcginn Challenges coming in as the first UX executive: • UX was equated with UI • UX + UA was a newly formed group • UX activities were “contained” in the development group • UX wasn’t tied to business outcomes Creating core principles 1. Creating Core Principles #UXPA2018 @jenmcginn
  19. 19. @Deckerdynamic @bobthomas @jenmcginn • UX+UA team needed a shared mission + vision • Used Gamestorming techniques • Educated the rest of the company on our new span of control and connection to the business Creating core principles 1. Creating Core Principles #UXPA2018 @jenmcginn
  20. 20. @Deckerdynamic @bobthomas @jenmcginn Creating core principles 1. Creating Core Principles #UXPA2018 @jenmcginn UX+UA Vision To make Veracode’s user experience a competitive differentiator by exceeding customer expectations at every touchpoint. We help our customers be heroes so they are advocates of Veracode’s software solutions. UX+UA Mission We simplify the process of securing the world’s software by using research-based design practices. We support our customers’ success by designing elegant solutions to complex security problems.
  21. 21. @Deckerdynamic @bobthomas @jenmcginn 6 2.EVOLVING CORE PROCESSES
  22. 22. @Deckerdynamic @bobthomas @jenmcginn • Collaborating Evolving core processes 2. Evolving Core Processes #UXPA2018 @bobthomas
  23. 23. @Deckerdynamic @bobthomas @jenmcginn • Collaborating • Documenting Evolving core processes 2. Evolving Core Processes #UXPA2018 @bobthomas
  24. 24. @Deckerdynamic @bobthomas @jenmcginn • Collaborating • Documenting • Sharing Evolving core processes 2. Evolving Core Processes #UXPA2018 @bobthomas
  25. 25. @Deckerdynamic @bobthomas @jenmcginn • Collaborating with development • Articulating that process • Articulating our own processes Evolving core processes 2. Evolving Core Processes #UXPA2018 @jenmcginn
  26. 26. @Deckerdynamic @bobthomas @jenmcginn • Collaborating with development & PM • Articulating that process • Showing the value of that new process 2. Evolving Core Processes #UXPA2018 @jenmcginn Evolving core processes
  27. 27. @Deckerdynamic @bobthomas @jenmcginn 6 3.DEVELOPING A VISIBLE PRESENCE
  28. 28. @Deckerdynamic @bobthomas @jenmcginn • Publicize your wins… • …And shout them out Developing a visible presence 3. Developing a Visible Presence #UXPA2018 @bobthomas
  29. 29. Primary Persona Usability Bob GOALS: What is he trying to accomplish? BACKGROUND: Who is this person? TASKS/BEHAVIOR: What does he do? ● Director of User Research ● Has worked at Liberty Mutual Insurance for 10 years ● Believes in customer research as the foundation for design decisions ● Is self-directed. Likes to be in control of the situation ● Has a kick-ass team of 8 user researchers ● Has anger management issues, but is working on it ● Explain the benefits of customer research and usability companywide ● Facilitate design thinking workshops for every eCommerce team ● Ensure that user research is part of the development process ● Incorporate research into every sprint ● Scale the culture of user research (so that anyone can do it) “Research early and often” FRUSTRATIONS: What are his pain points? ● Older than the hills ● One wife, one cat ● Lives in a condo in Chelsea, 5 miles from Boston ● Owns a 4WD Subaru (this is New England, dammit) ● Many accidents and claims (do not ever ride with him!) ● Martial artist, 3rd degree black belt ● Starting with the usability method, not the project goals ● Hearing “we already know what our users want” ● Hearing “user research takes too long” ● Hearing “usability testing is too expensive” 3. Developing a Visible Presence #UXPA2018 @bobthomas
  30. 30. @Deckerdynamic @bobthomas @jenmcginn Publicize your wins 3. Developing a Visible Presence #UXPA2018 @bobthomas
  31. 31. @Deckerdynamic @bobthomas @jenmcginn Publicize your work 3. Developing a Visible Presence #UXPA2018 @bobthomas
  32. 32. @Deckerdynamic @bobthomas @jenmcginn Company-wide personas • Printed and framed • 24” x 36” and 8” x 12” • Hang in Sales, Support, UX, Development • Burlington, MA, London, UK, San Francisco, CA Publicize your work 3. Developing a Visible Presence #UXPA2018 @jenmcginn
  33. 33. @Deckerdynamic @bobthomas @jenmcginn • Brand campaign for UX • Laptop stickers to encourage developers and scrum masters to follow our process • Given to UX Guild members Publicize your work 3. Developing a Visible Presence #UXPA2018 @jenmcginn
  34. 34. @Deckerdynamic @bobthomas @jenmcginn These video logs give you an inside look into the role Research and Design play in our new way of working. These four episodes of “High Contrast” are part of our new vlog series where Bob Thomas and Stacey Messier discuss how Design and Research are helping shape our culture to the Digital Garage. Publicize your message 3. Developing a Visible Presence #UXPA2018 @bobthomas
  35. 35. @Deckerdynamic @bobthomas @jenmcginn Publicize your team 3. Developing a Visible Presence #UXPA2018 @bobthomas
  36. 36. @Deckerdynamic @bobthomas @jenmcginn 6 4.HIRING THE BEST PEOPLE FORYOU
  37. 37. @Deckerdynamic @bobthomas @jenmcginn Hiring the best people for you • Align your job description with the qualities that fit your brand 4. Hiring the Right People for You #UXPA2018 @bobthomas OUR UX TEAM’S BRAND We guide people through uncertainty by creating experiences that make them feel secure.
  38. 38. @Deckerdynamic @bobthomas @jenmcginn • Align your job description with the qualities that fit your brand ▪ Coaching ▪ Collaboration ▪ Engagement Hiring the best people for you 4. Hiring the Right People for You #UXPA2018 @bobthomas
  39. 39. @Deckerdynamic @bobthomas @jenmcginn 4. Hiring the Right People for You #UXPA2018 @bobthomas
  40. 40. @Deckerdynamic @bobthomas @jenmcginn • Recruit interns from college and graduate school programs • Leverage apprenticeship programs (technical development program) Establish your networks 4. Hiring the Right People for You #UXPA2018 @bobthomas
  41. 41. @Deckerdynamic @bobthomas @jenmcginn You’ve got one shot 4. Hiring the Right People for You #UXPA2018 @deckerdynamic
  42. 42. @Deckerdynamic @bobthomas @jenmcginn hiring for humbleness. You’ve got one shot 4. Hiring the Right People for You #UXPA2018 @deckerdynamic
  43. 43. @Deckerdynamic @bobthomas @jenmcginn Misperceptions 4. Hiring the Right People for You #UXPA2018 @deckerdynamic
  44. 44. @Deckerdynamic @bobthomas @jenmcginn Misperceptions 4. Hiring the Right People for You #UXPA2018 @deckerdynamic Hofstede's Cultural Dimensions: U.S.
  45. 45. @Deckerdynamic @bobthomas @jenmcginn Misperceptions 4. Hiring the Right People for You #UXPA2018 @deckerdynamic
  46. 46. @Deckerdynamic @bobthomas @jenmcginn Helping Others Shine 4. Hiring the Right People for You #UXPA2018 @deckerdynamic
  47. 47. @Deckerdynamic @bobthomas @jenmcginn Heightening team strengths 4. Hiring the Right People for You #UXPA2018 @deckerdynamic
  48. 48. @Deckerdynamic @bobthomas @jenmcginn Diversity and inclusion 4. Hiring the Right People for You #UXPA2018 @deckerdynamic
  49. 49. @Deckerdynamic @bobthomas @jenmcginn Health hypothesis 4. Hiring the Right People for You #UXPA2018 @deckerdynamic
  50. 50. @Deckerdynamic @bobthomas @jenmcginn Honest Design & Research 4. Hiring the Right People for You #UXPA2018 @deckerdynamic
  51. 51. @Deckerdynamic @bobthomas @jenmcginn Challenge of perception 4. Hiring the Right People for You #UXPA2018 @deckerdynamic
  52. 52. @Deckerdynamic @bobthomas @jenmcginn Challenge of perception 4. Hiring the Right People for You #UXPA2018 @deckerdynamic
  53. 53. @Deckerdynamic @bobthomas @jenmcginn Challenge of perception 4. Hiring the Right People for You #UXPA2018 @deckerdynamic
  54. 54. @Deckerdynamic @bobthomas @jenmcginn Have a slice 4. Hiring the Right People for You #UXPA2018 @deckerdynamic
  55. 55. @Deckerdynamic @bobthomas @jenmcginn 6 5. TRAINING TO DEMYSTIFY USER EXPERIENCE
  56. 56. @Deckerdynamic @bobthomas @jenmcginn • “Lunch and learn,” “sip and see” get-togethers • UX fairs • Digital garages Demystifying UX 5.Training to Demystify User Experience #UXPA2018 @bobthomas
  57. 57. @Deckerdynamic @bobthomas @jenmcginn UX apprenticeship 5.Training to Demystify User Experience #UXPA2018 @deckerdynamic
  58. 58. @Deckerdynamic @bobthomas @jenmcginn UX apprenticeship 5.Training to Demystify User Experience #UXPA2018 @deckerdynamic
  59. 59. @Deckerdynamic @bobthomas @jenmcginn To increase the understanding of human-centered research and design methodologies by providing hands-on training to professionals involved in the product development lifecycle so that they are better enabled to represent the user’s needs. UX apprenticeship 5.Training to Demystify User Experience #UXPA2018 @deckerdynamic
  60. 60. @Deckerdynamic @bobthomas @jenmcginn UX apprenticeship 5.Training to Demystify User Experience #UXPA2018 @deckerdynamic
  61. 61. @Deckerdynamic @bobthomas @jenmcginn UX apprenticeship 5.Training to Demystify User Experience #UXPA2018 @deckerdynamic
  62. 62. @Deckerdynamic @bobthomas @jenmcginn UX apprenticeship 5.Training to Demystify User Experience #UXPA2018 @deckerdynamic
  63. 63. @Deckerdynamic @bobthomas @jenmcginn UX apprenticeship 5.Training to Demystify User Experience #UXPA2018 @deckerdynamic
  64. 64. @Deckerdynamic @bobthomas @jenmcginn 6 6.COLLABORATING WITH OTHER TEAMS
  65. 65. @Deckerdynamic @bobthomas @jenmcginn • Quantitative data ▪ Data analytics ▪ Market research Collaborating with other teams 6. Collaborating with Other Teams #UXPA2018 @bobthomas
  66. 66. @Deckerdynamic @bobthomas @jenmcginn • Business Cases ▪ Launched a new project to create a new experience for customers to manage their claims based on data analytics Collaborating with other teams 6. Collaborating with Other Teams #UXPA2018 @bobthomas
  67. 67. @Deckerdynamic @bobthomas @jenmcginn • Use Cases ▪ Recruited participants who would most likely file and manage property claims online based on highest- frequent, lowest-severity scenarios 6. Collaborating with Other Teams #UXPA2018 @bobthomas Collaborating with other teams
  68. 68. @Deckerdynamic @bobthomas @jenmcginn The roadmap 6. Collaborating with Other Teams #UXPA2018 @deckerdynamic
  69. 69. @Deckerdynamic @bobthomas @jenmcginn The roadmap 6. Collaborating with Other Teams #UXPA2018 @deckerdynamic
  70. 70. @Deckerdynamic @bobthomas @jenmcginn The roadmap 6. Collaborating with Other Teams #UXPA2018 @deckerdynamic
  71. 71. @Deckerdynamic @bobthomas @jenmcginn The roadmap 6. Collaborating with Other Teams #UXPA2018 @deckerdynamic
  72. 72. @Deckerdynamic @bobthomas @jenmcginn Our UX strategy pyramid 6. Collaborating with Other Teams #UXPA2018 @deckerdynamic
  73. 73. @Deckerdynamic @bobthomas @jenmcginn The nCredible Framework 6. Collaborating with Other Teams #UXPA2018 @deckerdynamic
  74. 74. @Deckerdynamic @bobthomas @jenmcginn 6 7.ESTABLISHING A UX COMMUNITY
  75. 75. @Deckerdynamic @bobthomas @jenmcginn Humbleness 7. Establishing a UX Community #UXPA2018 @deckerdynamic
  76. 76. @Deckerdynamic @bobthomas @jenmcginn The butterfly effect 7. Establishing a UX Community #UXPA2018 @deckerdynamic
  77. 77. @Deckerdynamic @bobthomas @jenmcginn Branding 7. Establishing a UX Community #UXPA2018 @deckerdynamic
  78. 78. @Deckerdynamic @bobthomas @jenmcginn Accessibility initiative 7. Establishing a UX Community #UXPA2018 @deckerdynamic
  79. 79. @Deckerdynamic @bobthomas @jenmcginn Annual state of UX survey @deckerdynamic
  80. 80. @Deckerdynamic @bobthomas @jenmcginn 6 8.DEMONSTRATING SUCCESS TO EXECUTIVES
  81. 81. @Deckerdynamic @bobthomas @jenmcginn What do executives care about? According to Jared Spool, there are only 5 things that executives care about: • Increasing revenues • Decreasing costs • Increasing new business/marketshare • Increasing revenue from existing customers • Increasing shareholder value 8. Demonstrating Success to Executives #UXPA2018 @jenmcginn https://www.uie.com/brainsparks/2011/06/08/why-i-cant- convince-executives-to-invest-in-ux-and-neither-can-you/
  82. 82. @Deckerdynamic @bobthomas @jenmcginn Driving down the cost of support 8. Demonstrating Success to Executives #UXPA2018 @jenmcginn
  83. 83. @Deckerdynamic @bobthomas @jenmcginn Net Promoter Score (NPS): How do we increase it? • Analyzed all of the qualitative feedback • Categorized the comments + sentiment analysis • Segmented by persona • Found that a small number of issues resulted in 50% of the negative feedback • Focused engineering efforts on resolving those top dissatisfiers Increasing customer satisfaction 8. Demonstrating Success to Executives #UXPA2018 @jenmcginn
  84. 84. @Deckerdynamic @bobthomas @jenmcginn 8. Demonstrating Success to Executives #UXPA2018 @deckerdynamic Leverage success to request assistance
  85. 85. @Deckerdynamic @bobthomas @jenmcginn @deckerdynamic State of UX action items Most Common UX Research & Design Deliverables % UXers Facing Challenges Gaining Buy-In Full-Time UX Role vs. Part- Time/ Non UX Role Location in org. structure Top Deliverables UXers Want Top Challenges Facing UXers
  86. 86. @Deckerdynamic @bobthomas @jenmcginn 1. Creating core principles 2. Evolving core processes 3. Developing a visible presence 4. Hiring the best people for you 5. Demystifying user experience 6. Collaborating with other teams 7. Establishing a UX community 8. Demonstrating UX success to execs Establishing a brand commitment Bob Thomas Director of User Research Liberty Mutual Insurance Alison Decker Manager of Product Research and Design Liberty Mutual Insurance Jen McGinn Senior Director of User Experience CA Technologies

×