designing a sustainable enterprise ux process
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BUILDING A SUSTAINABLE ENTERPRISE UX PROCESS
Mark Figueiredo Sr. User Experience DesignerT. Rowe PriceNovember 16, 2016
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T Rowe Price: History
In 1937, Thomas Rowe Price Jr. started an asset management firm focused on delivering global investment management excellence with one purpose:
“To help our clients invest confidently to create secure financial futures”
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T Rowe Price: History
The company offers related services for individuals, advisors, institutions, financial intermediaries, and retirement plan sponsors.
v
The values of our founder guide our success and shape our culture.
T. ROWE PRICEIN-HOUSE UX TEAM
▪ History
▪ Team Members
▪ Pros and Cons
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UX Team Members
2012 2016
Sr. UX Designers
UX/UI designers
Front End/UI Unicorn
Content Strategist
Lead Managers
Created organically out of a need to starting thinking about the Who, What, and Why on projects.
10+x2
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UX Team Business Partners
Individual Investors
Financial Advisors
Financial Intermediaries
Global Investment
Services
Retirement Plan Services
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UX Team Vision
To drive the design and experience for the company’s web and digital properties▪ Small incremental change over the years
▪ We are a shared service inside a business for financial services
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Pros and Cons of an Internal UX Team
PROS▪ You know your product best
▪ You know your business and how it works
▪ You have direct access to users and user proxies
▪ Direct access to Voice of Customer data and feedback
▪ Rapport with the business partners and stakeholders
▪ Continuity with platforms
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Pros and Cons of an Internal UX Team
CONSNot all Enterprise UX teams are structured as a cost center within the business.
▪ Seen as “free”
▪ Mentality that a paid agency has perceived value because it equates to money
▪ We paid for it, therefore it’s automatically good
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Pros and Cons of an Internal UX Team
Two things that you can do as an internal group that can help make a difference:
1. Be experts within your process
2. Share metrics based off of your work
– You may need to pull in help from other groups
▪ Analytics team
▪ Account Management
BUILDING A SUSTAINABLE UX PROCESS
▪ Defining UX
▪ Finding the “perfect” process
▪ Building your own house
DEFINING UX TO YOUR BUSINESS PARTNERS
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User Experience Design is the practice of integrating user-centered design methods, collecting, interpreting and applying meticulous user research, process management for testing elements of a system independently in gradually increasing levels of fidelity, and integrating multiple symbolic systems (languages) to affect and influence users of an interactive system in a predictable and measured way, according to the user’s own criteria for success and happiness.
- uxdesign.com/ux-defined
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Defining UX
“The analogy I use is that I’m like an architect for houses. I design the structure of the house, the three rooms, and where the kitchen is so that it’s livable.” – Patrick Neeman, Six Things Misunderstood About User Experience Designers
FINDING THE “PERFECT” PROCESS
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Finding the “Perfect” Process
Always works perfectly, all of the time,in every situation.
Everyone accepts and respects the process
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Finding the “Perfect” Process
THERE IS NO SUCH THING AS A PERFECT UX PROCESS
3 things needed for a solid foundation
1. It needs to be flexible
2. Meets the specific requirements of the team
3. The whole team needs to agree on
BUILDING OUR HOUSE
▪ Planning
▪ The Basics
▪ Deep Dive
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Building Our House: Planning
Easy to understand &
repeatable
Identify key items to use
Educate business partners
WHAT ARE YOUR GOALS AS A TEAM?
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Building Our House: Planning
UNDERSTAND YOUR ENVIRONMENT
Where do we live?
LargeEnterprise
A lot of silos
MBAFocused
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Building Our House: Planning
1. Conduct stakeholder interviews to learn about the business’ goals, vision, and direction
2. Share your joint group knowledge about the business units
– Past experiences
– Current relationships
– Familiarity with user experience design
These 1-on-1 conversations show your interest and dedication in providing the best outcome for their business
THE BASICS FOR ANY UX PROCESS
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A Sustainable UX Process
▪ Discovery and scoping
▪ Information architecture
▪ Design and content creation
▪ Prototyping
▪ Usability testing
▪ Hand-off and development
THE BASICS
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It’s a helpful reminder to the seasoned team members
Having this process will help onboard new team members
A Sustainable UX Process
The Basics
▪ Discovery and scoping
▪ Information architecture
▪ Design and content creation
▪ Prototyping
▪ Usability testing
▪ Hand-off and development
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Developers
– What technology is being used
– What modules or integration already exists
Stakeholders
– Business insights
Legal
– Are there any new compliance or fiduciary rules we need to be aware of?
A Sustainable UX Process
The Basics
▪ Discovery and scoping
▪ Information architecture
▪ Design and content creation
▪ Prototyping
▪ Usability testing
▪ Hand-off and development
INCLUSION OF OTHER GROUPS
DISCOVERYAND SCOPING
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▪ Competitor Analysis
▪ Stakeholder Interviews
▪ Personas
▪ User Stories
▪ Journey Maps
▪ DoGo Mapping
▪ Content Audit
▪ Content Analysis
Discovery and Scoping
These tools are some that can be used in a discovery phase
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Discovery and Scoping
USER JOURNEY
▪ Users Objectives
▪ What are they doing?
▪ What are they thinking?
▪ What are they feeling?
▪ Identify Opportunity
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DoGo MAPPING
Lightweight tool that provides a high-level understanding of the information architecture of a site
Provides perspective on the overall system combined with the functionality of each page
It blends the overall view of a site map with the detail of a flowchart in order to visualize how a system fits together
Discovery and Scoping
http://uxpamagazine.org/creating-a-dogo-map/
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Discovery and Scoping
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Discovery and Scoping
Members Time
Competitor Analysis UX Designers 1 day
Stakeholder Interviews Team 2-3 days
User / Proxy Interviews Team 2-3 days
Personas UX Designers 1-2 days
User Stories Team 2-3 days
Journey Maps Team 3-4 days
DoGo Mapping Team 2-3 Days
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Planning for the creation, aggregation, delivery, and useful governance of useful, usable, and appropriate content in an experience.
- Margot Bloomstein, Appropriate Inc
Content Strategy
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Content Strategy
Content Strategist
Copywriter
UX Designer UI Designer
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▪ Competitor Analysis
▪ Stakeholder Interviews
▪ Personas
▪ User Stories
▪ Journey Maps
▪ DoGo Mapping
▪ Content Audit
▪ Content Analysis
Discovery and Scoping
These tool box items are some that can be used in a discovery phase.
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Content Audit
▪ A full accounting of existing content. Requires reviewing every page/screen and noting all content elements in a spreadsheet. This artifact is referred to as content inventory.
▪ Can be approached in both quantitative and qualitative ways.
▪ Timing depends on the number of pages or screens that need to be audited.
– Up to 50 pages/screens: 20 hours
– 50-100 pages/screens 40 hours
– 100+ pages/screens: 40+ hours
Discovery and Scoping
Content Analysis
▪ Once a content audit is complete and the content inventory created, an analysis of all existing content elements can occur.
▪ Content is analyzed for accuracy, usefulness to the user, and relevancy to current business goals.
▪ Timing depends on the amount of content that needs to be analyzed.
– Up to 50 pages/screens: 5 hours
– 50-100 pages/screens: 10 hours
– 100+ pages/screens: 10+ hours
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Discovery and Scoping
WHAT IS THE BARE MINIMUM?
CompetitorAnalysis
Personas Content Audit /Inventory
What’s happening in the market
What work has already been done
Who is your user?
What do they need from you?
What content exists for you to leverage?
What content does your user need to best
understand what you are telling them?
INFORMATION ARCHITECTURE
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▪ Card sorting
▪ Site Maps
▪ SEO
▪ Wireframes
▪ Content Page Tables
Information Architecture
These tools are some that can be used in a IA phase.
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Information Architecture
CARD SORTING
Topics and navigation organization
Mostly done with UX designers and content strategist
We have also used stakeholders to help validate our findings or recommendations
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Information Architecture
CARD SORTING
Enterprise Creative recently facilitated seven card sorting sessions with participants from 6 different groups within the organization
The open card sort involved participants categorizing and sorting a variety of provided topics.
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Information Architecture
CARD SORTING
40 topics were included
Each topic represented content featured on multiple levels of an existing website
Prep time1 week
Testing Time 90-minutes sessions4 days
Post Testing3 days analyze data
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Information Architecture
SITEMAP
Transaction flows
Microsites
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PAGE TABLES
Outlines content requirements for a specific page, screen or content module.
Includes objective, source content, content recommendations, hierarchy and SEO recommendations.
Provides direction for content creation and delivery.
Used to develop wireframes.
1 page table: 1 hour
Information Architecture
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WIREFRAMES
Most wireframes start as sketches, usually from white boarding sessions
Data from discovery is taken broken down and ideas are generated
Team Members
UX DesignerContent StrategyUI Designer
Information Architecture
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WIREFRAMES
Taking our sketches into UXPin
Using in-app and team libraries to build wireframes quickly
In-app collaboration point with writers
▪ Headlines
▪ Labels
▪ Content Callout
Information Architecture
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WIREFRAMES
Always present wireframes back to stakeholders
Validates that you have all the information and gives the team the chance to describe the vision and explain why certain decisions were made
Information Architecture
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PROTOTYPING INTERACTIVE WIREFRAMES
To uncover requirements previously defined during the kickoff
Stakeholder gets a feel for the overall experience
Transactional flows are tested and reviewed by the team and stakeholders
Uncovers any unmet requirements or issues in the experience
Gives the opportunity to catch any mistakes before it moves into development
Information Architecture
DESIGN AND COPY
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Design and Copy
1. Designers designed blindly without context
2. Writers developed copy without knowing the environment
OUR PAST PROCESS
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Design and Copy
1 2
▪ Designer creates wireframe in design application from sketches
▪ Writer creates content in a word document
▪ Writer emails copy doc to the designer
▪ Designer copy and pastes copy into design and updates design depending on length
▪ Designer makes a PDF and emails back to writer
▪ Writer makes edits and comments in PDF doc
▪ Emails back to design
▪ Copy and pastes edits into design
▪ Creates PDF for final approvals
PAST DESIGN & COPY PROCESS
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Design and Copy
1
▪ Designer creates wireframe in UXPin with content blocks
▪ Writer creates content in a word document
▪ Writer flows content to UXPin in the design
▪ Designer and writer make updates as needed collaboratively in UXPin using team comments
CURRENT DESIGN & COPY PROCESS
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Created so each designer, writer, project manager, and stakeholder understands how we will work together
Gives a step-by-step explanation on hand-off and the approval process
Design and Copy
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Design and Copy
Face-to-face presentation
Email PDF’s for multiple stakeholders
Multiple feedback PDF’s
PM consolidates feedback
Writer updates copy, sends to the designer
Designer updates design as well as copy
Re-packages documents and resends
PAST REVIEW & APPROVAL PROCESS
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Design and Copy
Face-to-face presentation
▪ Quick UXPin Comment demo
PM sends UXPin share link to stakeholders
Stakeholders make collaborative comments in UXPin
PM reviews and assigns comments to team members
Each member makes the updates and resolve the comments
Resubmission is sent or represented if design is drastically altered
NEW REVIEW & APPROVAL PROCESS
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Design and Copy
Importance of Face-to-face presentations
– Help build rapport
– Discuss design decisions and testing results
– Answer questions
– Educate stakeholders on the review process
REVIEW AND APPROVAL PROCESS
PROTOTYPING
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Prototyping
Tangibleexamples
ShowFunctionality
Recreate theenvironment
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BUTTON STYLES
Prototyping
▪ Tangible examples
▪ Shows functionality
▪ Recreate the environment
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FUNCTIONALITY AND BEHAVIOR
Prototyping
▪ Tangible examples
▪ Shows functionality
▪ Recreate the environment
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RECREATE THE ENVIRONMENT
Prototyping
▪ Tangible examples
▪ Shows functionality
▪ Recreate the environment
TESTING
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Testing
▪ Saves time on the back end by testing and validating any hypothesis and assumptions you may have
▪ Aside from early discovery elements, testing is one of the first things dropped or removed from a key date schedule
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Steve Krug“Rocket Surgery Made Easy”
Testing
I will now saw my [lovely] assistant in halfWhat a do-it-yourself test looks like
Recruit loosely and grade on a curveWho to test with and how to find them
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Testing
Moderated Testing
▪ 10-15 users
TYPES OF TESTING
Unmoderated Testing
▪ 30+ users
30% 70%
6666
Testing
Hallway testing
– Project Stakeholders
– Team members
– Random person
Hire an outside company
– They find your exact user
– They perform the testing
– They provide the documentation and results
RECRUITING USERS
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Testing
▪ Identify what you want to test
▪ Write out your tasks
▪ Test your own tasks
▪ Selecting demographics
▪ If your testing client allows for pre-screening, create them to best match the personas you build
▪ Review the results
▪ Write a summary document
BUILDING A TEST
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▪ Very important artifact from testing
▪ Stakeholders are not always interested in the whole test, so you need to break it down for them
▪ Briefly explain the tasks and report the findings
▪ Include quotes from users emphasize your points
▪ Write a long form document
Testing: Summary Doc
FINAL DESIGNAND HAND OFF
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The Hand Off
Common term referring to the preparation of final design and copy files and “handing off” to the development team
3 ways this can go down
1. The Perfect Road
▪ Talking multiple times a day, open to all feedback
2. Horrible Hand off
▪ Throwing things over the fence with no communication
3. Reality
▪ Open communication
▪ You may need to initiate the conversation
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The Hand Off
1 2 3
DESIGNER▪ Redlines + specs
– UXPin Spec Mode
▪ Design assets
– PSD’s– Images
COPY▪ Final copy doc
▪ SEO
DEV▪ Verify developer
resources
▪ Verify the correct communication channels
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UXPIN SPEC MODE
The Hand Off
▪ Keeps the designers on point and allows us to double check our work before sending it off for development
▪ Some real opportunity to improve our communication with the developers
Try it for free
DEV BUILD
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QA and Internal Review– If a prototype has been created, this
is a great time for comparison and conversation
User Acceptance Testing– Identify team roles
▪ Designer – Layout, Branding
▪ UX – Experience
▪ Writers – Content
▪ PM/AM - Requirements
Launch
Post Launch Analysis– Quick Fixes
– Validation
– Day 2 updates
Dev Build
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Dev Build
POST MORTEM MEETING
1. Full team meets to discuss end to end process
▪ What worked well, what didn’t
2. How did each stage go?
▪ How can we be more efficient?
3. How was the process?
▪ What needs to be changed or altered?
WHAT WE HAVE LEARNED
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What We Have Learned
This current process has evolved twice since the start of 2016
– Jan 2016 – The introduction of UXPin to our flow and process
– July 2016 – Stakeholder approval process
Solicit feedback from business partners and stakeholders
TRY, TRY, TRY, AND THEN TRY AGAIN
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What We Have Learned
Assign 1 lead person to be in charge of the process document
– Too many cooks in the kitchen is a recipe for failure
Team members can bring topics up to assign lead
It’s the owners responsibility to bring up new concerns and feedback to the whole group
Lead is responsible for communicating the process to other team members and business partners
HAVE THE RIGHT PEOPLE INVOLVED
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What We Have Learned
▪ Identify test projects
▪ Introduce and explain the process to the entire team
▪ As a team, meet often to discuss how things are going
▪ Play it out and take notes along the way
– Be flexible even during testing
LIKE ANY PRODUCT, YOU NEED TO TEST
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TEST PROJECTPlan Advisor National Conference
▪ Project with a short timeline
▪ All members were informed about the new process
▪ I walked the Project Managers through the process up front
▪ During the kick-off, I introduced the process to the stakeholders
What We Have Learned
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PROJECT FIRSTS
▪ All comments were made in UXPin
▪ Writers input all copy in UXPin themselves and make all updates
▪ Post Mortem identified areas for improvement
– Communication with each other, including PM
– Creating a process for iterations
– We introduced an iteration naming convention
What We Have Learned
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What We Have Learned
Continue to monitor the process
Quarterly check-in with the team
1st Qtr: Need for more education to business partners
2nd Qtr: Need a UXPin Process
3rd Qtr: Need to focus on developing our Agile UX Process
THINGS WILL START TO FORM A HOLDING PATTERN
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About UXPin
Collaborative Design Platform
● Wireframe, prototype, user test, & more.
● Get feedback & co-design in real time.
● Import and scale your design system.
● Generate visual specs for developer handoff.
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THANK YOU
OPEN UP FOR YOUR QUESTIONS
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