become a ux leader - how to establish ux in your organization

UX Lausanne 2015

BECOME A UX LEADER - HOW TO ESTABLISH UX IN YOUR ORGANIZATION

GOALS FOR TODAY

#1 Leadership

Learn about the idea of modern leadership and skills and about your personal leadership style.

GOALS FOR TODAY

#2 Organizations

Learn about the maturity level of UX in your organization and the role of your organizational style.

GOALS FOR TODAY

#3 UX Strategy

Formulate a first version of a resource-based strategy to establish UX in your organization. Get feedback from other experts.

Our Agenda for today…

OUR AGENDA FOR TODAY

1. THE ROLE OF USER EXPERIENCE 2. QUICK ASSESSMENT 3. USER EXPERIENCE MATURITY LEVELS 4. LEADERSHIP STYLES 5. ORGANIZATIONAL STYLES 6. THE UX STRATEGY BLUEPRINT

OUR AGENDA FOR TODAY

1. THE ROLE OF USER EXPERIENCE 2. QUICK ASSESSMENT 3. USER EXPERIENCE MATURITY LEVELS 4. LEADERSHIP STYLES 5. ORGANIZATIONAL STYLES 6. THE UX STRATEGY BLUEPRINT

User Experience:

What does User Experience mean to you?

>> From the user’s perspective User Experience stands for his feelings and interactions with a product or service.

>> From an organizational perspective User Experience stands for a strategic direction and for employees with specific roles and skills.

THE LIFE OF A USER EXPERIENCE PROFESSIONAL SOME YEARS AGO

I created a 300 pages usability report with lots of valuable

findings in it!

Our users think…

User Experience Professional The Manager

TODAY USER EXPERIENCE IS A KEY COMPETENCY IN MANY WELL-KNOWN PRODUCT COMPANIES

USER EXPERIENCE BECOMES MORE AND MORE MATURE — WITH WELL ESTABLISHED ROLES

USER EXPERIENCE PROCESSES & TOOLS ARE MORE INTEGRATED

Example: Dual Track Development

MORE AND MORE SYSTEMATIC APPROACHES EVOLVE IN THE ORGANIZATIONAL UX WORK

Design Studio

Sketching

Prototyping User Testing

LearningsHypothesis (User

Needs, Behavior)

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY

Product Design Sprint Weekly Plan

BUT STILL — USER EXPERIENCE PROFESSIONALS AND EVANGELISTS NEED TO TAKE THE LEAD

REASONS WHY YOU SHOULD TAKE THE LEAD FOR UX

Still early-stage

(still lots to do)

Personal development opportunity

Make the world a better

place

Increase work satisfaction

Leadership:

What does Leadership mean to you?

>> Leaders influence others to accomplish shared goals. Leaders (in contrast to managers) often emerge on their own.

>> In modern organizations leadership is a key skill for everyone. It means being accountable for your work and to move things forward.

Build trust

Have a vision

SKILLS OF A GOOD LEADER

Value others Self-Reflection

Make things happen

Understand your environ-

ment

Be transparent

Determination

KNOWING YOUR PERSONAL LEADERSHIP STYLE HELPS YOU TO FOSTER YOUR STRENGTHS

The Visionary

Key Skill: good in creating compelling directions for the future

OUR AGENDA FOR TODAY

1. THE ROLE OF USER EXPERIENCE 2. QUICK ASSESSMENT 3. USER EXPERIENCE MATURITY LEVELS 4. LEADERSHIP STYLES 5. ORGANIZATIONAL STYLES 6. THE UX STRATEGY BLUEPRINT

THE UX LEADERSHIP ASSESSMENT

Assessment about your organizational UX maturity level, your individual leadership style and your organizational style as basis

for the ideal strategic approach to establish UX.

ASSESSMENT RESULTS ARE THE BASIS FOR YOUR RESOURCE-BASED UX STRATEGY APPROACH

Leadership style, Experience

UX Maturity level, Roles

Organizatio- nal style, Challenges

Mission, Approach, Activities

>> Continuous personal improvement, self-reflection and context awareness are key skills of a leader. Assessments help as a starting point.

a) Quick Assessment

>> Let’s start with an quick assessment of your situation. Please fill out the questionnaire on your table. You have

15 minutes!

b) Assessment results

>> Have a look at the assessment result papers and mark your individual results. You have

10 minutes!

THE UX LEADERSHIP ASSESSMENT — RESULTS

The cards show your individual results for your UX maturity level, your leadership style and your organizational style.

OUR AGENDA FOR TODAY

1. THE ROLE OF USER EXPERIENCE 2. QUICK ASSESSMENT 3. USER EXPERIENCE MATURITY LEVELS 4. LEADERSHIP STYLES 5. ORGANIZATIONAL STYLES 6. THE UX STRATEGY BLUEPRINT

User Experience maturity levels:

The User Experience maturity level indicates how user-centric your organization is and what levels you could reach.

5 UX MATURITY LEVELS — LEVEL 1: UNAWARENESS

1

5 UX MATURITY LEVELS — LEVEL 2: INTEREST

2

5 UX MATURITY LEVELS — LEVEL 3: INVESTED

3

5 UX MATURITY LEVELS — LEVEL 4: INVESTED

4

5 UX MATURITY LEVELS — LEVEL 5: INVESTED

5

OUR AGENDA FOR TODAY

1. THE ROLE OF USER EXPERIENCE 2. QUICK ASSESSMENT 3. USER EXPERIENCE MATURITY LEVELS 4. LEADERSHIP STYLES 5. ORGANIZATIONAL STYLES 6. THE UX STRATEGY BLUEPRINT

Leadership styles:

Leadership style define the leader’s style in driving ideas forward, making things happen and motivating others.

6 LEADERSHIP STYLES — THE VISIONARY

1

6 LEADERSHIP STYLES — THE COACH

2

6 LEADERSHIP STYLES — THE DRIVER

3

6 LEADERSHIP STYLES — THE BOSS

4

6 LEADERSHIP STYLES — THE FRIEND

5

6 LEADERSHIP STYLES — THE DEMOCRATIC

6

OUR AGENDA FOR TODAY

1. THE ROLE OF USER EXPERIENCE 2. QUICK ASSESSMENT 3. USER EXPERIENCE MATURITY LEVELS 4. LEADERSHIP STYLES 5. ORGANIZATIONAL STYLES 6. THE UX STRATEGY BLUEPRINT

Organizational styles:

Organizational style defines the character of an organization in decision making, structures and processes.

5 ORGANIZATIONAL STYLES — THE START UP

1

5 ORGANIZATIONAL STYLES — THE BUREAUCRACY

2

5 ORGANIZATIONAL STYLES — THE IDEA ORGANIZATION

3

5 ORGANIZATIONAL STYLES — THE EXPERT GROUP

4

5 ORGANIZATIONAL STYLES — THE DIVERSIFIED

5

OUR AGENDA FOR TODAY

1. THE ROLE OF USER EXPERIENCE 2. QUICK ASSESSMENT 3. USER EXPERIENCE MATURITY LEVELS 4. LEADERSHIP STYLES 5. ORGANIZATIONAL STYLES 6. THE UX STRATEGY BLUEPRINT

THE RESOURCE-BASED UX STRATEGY APPROACH

Leadership style, Experience

UX Maturity level, Roles

Organizatio- nal style, Challenges

Mission, Approach, Activities

THE UX STRATEGY BLUEPRINT — 5 STEPS

1

2

Your Mission(Please describe what you want to accomplish for User Experiencein your organization. Please be brief and describe it in one or two sentences.)

Starting Point(What is your User Experience Level? How many resourcesdo you have?)

3 Individual Context(What is yourleadership style? How experienced are you in UX work?)

4 Organizational Context(What is your organiz-ational style? What are your mainchallenges?)

5 Your Strategy Approach(What is your ideal user experience strategy approach? What are your best next activities?)

THE UX STRATEGY BLUEPRINT — YOUR MISSION

1 Your Mission(Please describe what you want to accomplish for User Experiencein your organization. Please be brief and describe it in one or two sentences.)

YOUR GOALS IN

1-2 SENTENCES

THE UX STRATEGY BLUEPRINT — YOUR STARTING POINT

2 Starting Point(What is your User Experience Level? How many resourcesdo you have?)

YOUR UX MATURITY LEVEL AND RESOURCE

SITUATION

THE UX STRATEGY BLUEPRINT — YOUR INDIVIDUAL CONTEXT

3 Individual Context(What is yourleadership style? How experienced are you in UX work?)

YOUR LEADERSHIP STYLE AND

EXPERIENCE

THE UX STRATEGY BLUEPRINT — YOUR ORGANIZATIONAL CONTEXT

4 Organizational Context(What is your organiz-ational style? What are your mainchallenges?)

YOUR ORGANIZATIO-NAL STYLE AND

CHALLENGES

THE UX STRATEGY BLUEPRINT — YOUR STRATEGY APPROACH

5 Your Strategy Approach(What is your ideal user experience strategy approach? What are your best next activities?)

YOUR STRATEGY

APPROACH AND NEXT ACTIVITIES

a) Strategy Set-Up

>> Please think about your learnings from the assessment and fill out your UX strategy blueprint with your findings.

You have 30 minutes!

FEEDBACK FROM YOUR GROUP

8 Your Feedback from the Group(Please note your most important learnings and your most important findingsbased on the group feedback on your case)

SPACE FOR THE VALUABLE

FEEDBACK!

b) Group Feedback

>> Explain your situation and your strategy approach to your group. Note down their feedback and ideas on your case. Choose a moderator for each round.

You have 20 minutes

each!

ACTION PLAN

9 Your Action Plan(Please visualize your next six actions to make your UX mission happen in the actionplan blueprint. Please use the six boxes and think in a timeframe from 6-12 months)

YOUR NEXT 6 STEPS TO

MAKE THINGS HAPPEN!

c) Action Plan

>> Define and visualize your next 6 steps to establish UX in your organization in the action plan blueprint. Use the feedback from the group.

You have 15 minutes!

Thanks for your contribution today!

NEVER STOP CREATING!

www.ubercreative.me

Inken Petersen Partner & Principal Product Designer

inken@ubercreative.me @inkenpetersen