How does a UX person interface with product, engineering, design, and just about everyone in the company? What does working in a company doing UX actually feel like? In this presentation, I'll share with you the processes that startups and large corporations both use in order to stay lean do good UX. Presented at Tradecraft on May 29, 2014

1. Chuck Liu
UX and How You Fit In
!
May 2014

2. @chuckjliu @tradecraft
Let’s start a conversation.

3. Confidential - Do not distribute
1 About Me and What I Do
On Lean UX and Jobs To Be Done Frameworks
Learn about your customers
Build something you can show them
Measure how well it works
2 Learn - Build - Measure Cycle
3 How To Work With…Everyone
Table of Contents

4. About Me and What I Do
1

5. About Me and What I Do
My Path to UX

6. About Me and What I Do
Year One: PM for UX

7. About Me and What I Do
Year Two: Marketing/Sales/
Consulting

8. About Me and What I Do
Now: Design Research
Manager

9. Official Job
Description
!
(What you see on HR stuff)
About Me and What I Do

10. • Work with Eng, Product, and Design to establish deadlines
related to overall roadmap
• Ensure team is aware of key milestone dates and communicates
issues related to staying on schedule
• Own understanding how a projects fits into larger strategy and
is on point for tracking reviews and ensuring issues are
addressed and aligned with other initiatives
• Facilitate relationships between teams, moving process forward,
finding resources, reworking schedules, raising concerns to
appropriate owners early and resolving open issues that prevent
progress. Hold the line when schedule or progress is in jeopardy
while maintaining respectful relationships
• Conduct tests and research to find problems and opportunities
to improve
About Me and What I Do

11. I learn about
people,
!
and how they use a product.
About Me and What I Do

12. I define
processes,
!
and how others teams
interface with each other.
About Me and What I Do

13. The UX Research
Learn-Build-Measure
Cycle
2

14. Learn-Build-Measure Cycle

15. Holla Laura Klein!
2

16. Learn-Build-Measure Cycle

17. Learn-Build-Measure Cycle

18. Learn-Build-Measure Cycle
We try to work backwards from the customer, rather
than starting with an idea for a product and trying to
bolt customers onto it.
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While working backwards can be applied to any
specific product decision, using this approach is
especially important when developing new products
or features.”
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-Ian McAllister, GM at Amazon

19. Jobs To Be Done
!
is how I identify opportunities.
Learn-Build-Measure Cycle

20. Learn-Build-Measure Cycle
Clayton Christensen and The Innovator’s Solution:
!
Don’t sell products and services to customers, but
rather try to help people address their jobs-to-be-
done.

21. Learn-Build-Measure Cycle
As Henry Ford reputedly said of his industry,
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“If I asked customers what they wanted, they would
have said a faster horse.”
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Instead, you need to look deeper and examine
underlying needs.

23. 1. What are the high-
level jobs-to-be-done?
Learn-Build-Measure Cycle

24. 2. What are the current
approaches and what
pain points result?
Learn-Build-Measure Cycle

25. 3. What benchmarks
exist in the full range of
competing offerings
and analogies?
Learn-Build-Measure Cycle

26. 4. What performance
criteria do customers
use?
Learn-Build-Measure Cycle

27. 5. What prevents new
solutions from being
adopted?
Learn-Build-Measure Cycle

28. 6. What value would
success create for
customers?
Learn-Build-Measure Cycle

29. How It All Works:
Product Managers /
Engineers / Support /
Marketing / Sales - A
Cheat Sheet
3

30. How It All Works

31. WTF

32. How It All Works

33. How It All Works

34. How It All Works

35. How It All Works

36. How It All Works

37. How It All Works

38. How It All Works

39. How It All Works

40. How It All Works

41. How It All Works
Credit: Zurb

42. There is a fine line between
process and creativity.
How It All Works

43. We need you.
!
More than ever.
How It All Works

44. THANK YOU
Chuck Liu
@chuckjliu
cliu@kissmetrics.com
hichuck.com