Presentation from Norrsken House Lunch & Learn event - Taking user experience a step further Jonas and Gabriel from digital product development agency Osynlig talks about taking the user experience a step further by exploring and understanding how UX scales (or doesn’t) in a team or organisation.

2. • UX agency
• Established 2006
• Sundsvall, Stockholm and Auckland 🥝
• Product Management/Design/Tech

3. Why? 🧐

4. UX is a strange beast

5. We’re constantly trying to
define what it is

6. Let’s list all of the UX methods,
process and tools available

7. Kidding!

8. Let’s talk about people

9. So, what is our definition
of “the UX person”?

10. Somebody who cares for and is responsible
for making the users happy 👏

11. So basically we are responsible
for something super-vague…

12. …on top of that we need others to
understand our vague stuff 😿

14. So - we made a model!
(Actually, it’s a pyramid.)
👌

15. Because, the value of UX design is correlated
with the design maturity in the organisation.

16. UX-pyramiden
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2
3
4
5
UX design in teams
Dedicated UX design
Ad hoc UX design
No UX design
UX sets the direction

17. • No resources allocated to the user experience
• ”Everything will be fine when we launch”
• Not knowing they are making design decisions
• 😭
No UX design
“This seems important but we
really do not have time”
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2
3
4
5

18. Ad hoc UX design
“We need to make it easy for
the user”
• Temporary UX projects with limited results
• “We need UX on this”
• Improving reactively
• Need clear user goals and follow up on the effect1
2
3
4
5

19. Dedicated UX design
• UX team helps out in projects when requested
• Sharing personas, user tests, user research
• Few people in many places with limited results
"We need to test this to
see what users are doing"
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2
3
4
5

20. UX design in teams
• UX embedded in the team
• Competence is among several people in the team
• Creates processes & creates deep user insights
• Great short term UX work
"We need to know more
about users' needs"
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2
3
4
5

21. UX sets the direction
• User insights controls product development
• The product owner has very good UX competence
• Clear processes and structures for working user-centric
• There is vision for user experience
“Our product decisions are
based on user insights”
1
2
3
4
5

22. Four tips on how to start
climbing the pyramid 🤘

23. 1. Start meeting your users regulary
• Bare-minimum of two hours at least every six weeks
• Spend time interacting with your users
• See it as an opportunity to meet a person - not data to be collected
• Stage 5 organisations make this task a top priority

24. 2. Establish a bold vision for the user experience
• Identify an ambitious vision that describes the perfect user experience
• Create as how it should be - let that guide you
• Prioritise those projects or initiatives that brings you closer to that vision
• Make sure the user experience vision is a shared vision

25. 3. Embrace a culture of continuous learning
• Regularly do retrospectives during projects
• A mistake repeated means we didn’t learn anything form the first mistake
• Organisations that embrace this climbs the stage at a higher pace
• Share your insights or perish

26. 4. Don’t do it all at once
• Don’t try to run before you can walk - change takes time
• Avoid having a “UX Police” trying to enforce methods and processes
• People are different - change will happen at different paces
• Embrace the need for ambassadorship and grit

27. Thank you!
Jonas Englund
jonas.e@osynlig.se
070-674 99 12
Gabriel Jönsson
gabriel@osynlig.se
070-264 89 52
Linus Lennstrand
linus@osynlig.se
073-032 72 03