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UX STRAT Europe, Annie Stewart: Building a UX Strategy for Europe

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UX STRAT Europe, Annie Stewart: Building a UX Strategy for Europe

  1. 1. BUILDING A UX STRATEGY FOR EUROPE A case study of the Digital Transformation programme of the European Commission. Annie Stewart | annie.stewart@internetarchitects.be | @AnnieStewart
  2. 2. CHALLENGE 1.
  3. 3. THE BRUSSELS BUBBLE Challenge…
  4. 4. A POLITICAL INSTITUTION Challenge…
  5. 5. DECENTRALISED AND SILOD Challenge…
  6. 6. CONTENT CHAOS Challenge…
  7. 7. BRIEF 2.
  8. 8. THE DIGITAL TRANSFORMATION TEAM We  are  here.   Brief…
  9. 9. 9 Brief A digital platform for the Commission ›  Relevant to users ›  Coherent ›  Cost-efficient
  10. 10. STRATEGY… 3.
  11. 11. HOW WE WORK 3.
  12. 12. Strategy: “An adaptation that serves an important function in achieving evolutionary success.”
  13. 13. BOTTOM-UP AND TOP-DOWN How we work…
  14. 14. METHODICAL AND AGILE How we work…
  15. 15. BROAD AND NARROW SCOPE How we work…
  16. 16. 16 How we work ENTIRE  COMMISSION  
  17. 17. 17 How we work Product,  service,  UX   Governance,  process   Vision,  culture   ENTIRE  COMMISSION  
  18. 18. 18 How we work Product,  service,  UX   Governance,  process   Vision,  culture   ENTIRE  COMMISSION   5     Digital  is  at  the  heart  of  policy  and  strategy.  Services  are  digital  by  default.  Digital  culture  is  strong:  agile,  user-­‐centred,  innovaIve,  responsive.     4     Senior  management  have  made  significant  progress  in  delivering  the  vision  and  plan,  implemenIng  new  capability  and  trialling  it  successfully  by  re-­‐engineering  a   range  of  services  to  be  digital  by  default.     3     Senior  management  in  place  with  a  remit  to  set  targets,  develop  over-­‐arching  vision  and  plan,  and  develop  necessary  capability  and  culture.  Digital  is  seen  as  a  key   transformaIon  and  advocacy  is  strong  at  key  parts  of  the  organisaIon.     2     Some  digital  services,  but  o6en  of  limited  quality.  Digital  teams  in  place  but  tend  to  be  siloed  in  business  units  or  service/programme  teams  and  have  limited   budget  and  remit.  Senior  (board  level)  digital  management  not  in  place.     1     No  awareness  of  digital  capability,  no  resources  allocated,  no  digital  strategy,  plan  or  metrics,  no  understanding  of  best  pracIce,  no  digital  services.    
  19. 19. APPROACH 4.
  20. 20. USER TASKS AND BUSINESS GOALS Approach…
  21. 21. 22 Approach Rank the user tasks
  22. 22. 23 Approach Structure the content Top tasks methodology Teaching the Commission to let users lead EducaIon   News,   PublicaIons,   Events   EU  Regional  &   Urban   Investment   Research  &   InnovaIon   About  the  EU   Food  &   Farming    Funding  &   Tenders   Business,   economy   Jobs  at  the   European   Commission   Strategy   Live,  Work,   Travel  in  EU   StaIsIcs   Law   Environment   Aid,  Human   Rights  
  23. 23. 24 Approach Content strategy: tasks + goals USER     TASKS   BUSINESS   GOALS  
  24. 24. DEMONSTRATE AND EDUCATE Approach…
  25. 25. 26 Approach Commissioner pages
  26. 26. 27 Approach Public beta
  27. 27. 28 Approach Own the success metrics ›  Don’t compete with existing metrics, make your own ›  Make sucess a publishing criteria
  28. 28. STRATEGY 5.
  29. 29. 3030 Strategy The relationship between the Commission and its users ›  This is our audience ›  This is what they want ›  This is how the Commission needs to see themselves
  30. 30. CITIZENS Assumed online audience…
  31. 31. PROFESSIONALS Actual online audience…
  32. 32. 3333 What the users want Assumed and actual user needs EC EMPLOYEES Funding, grants, subsidies Working in an EU country Jobs, traineeships Complaints About the EC
  33. 33. 3434 What the users want Assumed and actual user needs EC EMPLOYEES USERS Funding, grants, subsidies EU Law Working in an EU country Research and innovation Jobs, traineeships Funding, grants, subsidies Complaints Education and training About the EC Strategy, political priorities
  34. 34. SERVICE PROVIDERS Position…
  35. 35. 3636 Strategy Set the programme strategy ›  Focus on architecture and audience, then on services ›  Create governance around user tasks ›  Align vision and culture around correct audience and positioning
  36. 36. 3737 Strategy From information to services Content  transiIon   User  research   Service  design   Digital  maturity   1                                        2                                        3                                        4                                        5  
  37. 37. If you want to build a strategy, don’t start with strategy.

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