ux-driven innovation

2UX Thinking | DaveHogue.com

High hopes arebeing pinned on

UX

It’s more thaninterfaces,

It’s also more thanproducts and services,

It’s aboutexperiences.

They understandtheir customers

very well.

A story of one client…

Founded in 1960, JELD-WEN employs approximately 20,000 people worldwide and

has window and door manufacturing and distribution locations across the United States

and in more than 20 countries.

And they had a weak digital presence.

They needed digital services that could serve:ArchitectsBuilders

DesignersHomeowners

And which could compete effectively.

The client had key business goals:Tell the product story

Sell productsSupport collaboration

Improve the brand

But we were less clear about the users’ needs.

There were opportunities to innovate:Smartphones and tablets

In-store experiencesReaching homeowners directly

Mass customization

But we did not know exactly what or how.

Enter UXBut first, let’s take a moment to discuss

innovation.

InventDo something never done before.

1973Martin Cooper

Motorola

IncrementNudge what we already have.

1990s

InnovateDo something significantly better.

2007

How can UX lead toinnovation?

UnderstandStudy and reveal the needs and expectations of the user.

AdvocateMeet the business needs and operate within the technical constraints.

OptimizeMaximize the value of the product vs. the pain of using it.

UX focuses on the user

Identify & DefineWhat is the problem we should be solving?

FrameWhat is the proper perspective to best understand the problem?

RepresentWhat is the best way to clearly communicate the problem?

UX solves problems

LiaisonCommunicate among users, business owners, and technologists.

ConsensusDrive toward a shared understanding of the problem.

ValueAcknowledge the benefits to users and the business.

UX translates

But…

UX does not need todrive innovation.

UX shouldfacilitate innovation.

The best solutions emerge from collaboration.

If it takes a team, then why…

… is it so hard for UX to get a seat?

IgnoranceLack of understanding about the role

and contributions of UX.

PovertyNo resources, processes, time, or team.

SubordinateUX is told what to do after the

key decisions have been made.

HubrisWe already know our customers

and what they need.

MisalignmentLack of communication and engagement

among inter-dependent groups.

FiefdomsOrganizational compartmentalization

and lack of a holistic culture.

Inward FocusDecisions are made only from the

perspective of the business.

EgoOne person in power already has all of

the best ideas and solutions.

There were some challenges:No resources, processes, or team

Focused on the business (not the users)No research on the users

Old technology

We would be starting from scratch.

If it takes a team,how does UX fit in?

TraditionalDo we have a solution? Waterfall-y

LeanDo we have the right solution? Iterate-y

AgileDo we have the best solution? Sprint-y

Philosophical Approaches

Many ways to approach UX…

If we look closely…

1. Research

2. Problem-Solving

3. Design

4. Prototyping & Testing

5. Iteration

6. Collaboration

7. Strategic Planning

We see similarities

If it takes a team,what does UX bring?

“Good designers can create normalcy

out of chaos.”

~Jeffrey Veen

DisassemblyWe take everything apart. Everything.

Minute DetailHow does each part work individually?

Big PictureHow is the whole greater than the sum of the parts?

Inquisitiveness

Should we “Reduce deaths”…

…or “Maximize quality of life?”

It’s a big puzzle.

FramingWhat is the context and perspective of the problem and solution?

RepresentationWhat is the best way to communicate the problem and solution?

CritiqueHow can we solicit and provide effective feedback?

Clarity

Walk many miles in many shoes.

Ponder it,we’ll come back…

CoherenceWhat are the patterns, affinities, and connections?

SynthesisHow do the parts all fit together and join meaningfully?

InsightAre there additional possibilities that may emerge?

Sensemaking

“Synthesis reveals a cohesion and sense of continuity; synthesis indicates a push towards organization, reduction, and clarity.”

~Jon Kolko

InductiveWhat is the one best theory or explanation?

DeductiveWhat is the one best answer or solution?

AbductiveWhat are all of the possible explanations and answers.

Types of Reasoning

DivergeWhat are all of the possible solutions?

RemixHow might the parts all fit together in different ways?

ExploreAre there additional perspectives and possibilities?

Abductive Reasoning

Related to creativity, insight, and inference A logical way of making “best guesses” and leaps of the imagination.

Challenges the constraintsWhy these constraints? What if they were different?

The “Eureka Moment” is not a moment at allIt only looks that way – it actually took time and effort.

Abductive Reasoning

UX is a way ofthinking about the world.

Bringing UX into thebusiness processes.

A Common Experience…

Become a Contributor

Become a Collaborator

Become a Partner

Achieving Alignment

What is the problem we are trying to solve?Frame it in terms of root causes and end goals.

Why are we solving this problem?Match the user needs with the business needs.

How will we know when we have succeeded?Define the baseline, metrics, and victory conditions.

Effective Questions

Laura Klein: https://medium.com/useful-tips-for-startups/want-better-ux-change-the-conversation-8ae3097d9bf9

Demonstrate Success

Creating a place for UX in the organization:Identify internal advocates

Understand the business and the industryFind and frame the problems

Propose viable and valuable new solutions

It takes more than design artifacts.

Facilitating innovation.

UX as Business Stakeholder

Factor UX Contributions

Competitors Research and Analysis

Customers / Users Research, Content, Design, and Testing

Technology Constraints, Opportunities, Testing, and Analytics

Org. Processes & Structures

Collaboration, Facilitation, Persuasion, and Feedback

Marketing & Communications

Research, Content, and Design

Finance Cost, Value, and ROI

There is a big picture.“If we’re not aligned and engaged from strategy,

then we can’t translate the business needs into great UX.”- Mustefa Jo’shen, Founder, TailoredUX.com

18 months later…Management approval for roles and processesEstablished communication and collaboration

Launched new products and servicesExpanded customer reach in all channels

Time, effort, and perseverance paid off.

Mass Customization

Partnerships

Digital in Design Centers

Quick ReviewUX can be a strategic partner and help

facilitate innovation.

1. Contribute to strategy from the beginning

2. Change structures and processes for the better

3. Facilitate innovation for products and services

4. Solve the users’ real problems

5. Achieve the business’ needs

6. Provide value for the business and user

7. Maximize the experience, minimize the pain

What can UX do?

1. Research methods

2. Synthesis and sensemaking

3. Framing and representation

4. Abductive reasoning

5. Problem-solving

6. Visual communication and design methods

7. User advocacy

What does UX bring?

1. Achieve clarity and understanding

2. Move beyond design artifacts

3. Reject the “one size fits all” UX method

4. Optimize for what works best for the organization, the products, and the users

5. Remember that innovation need not be different, but it must be better

What is the UX process?

I have notforgotten…

Thanks!I’m happy to answer your questions.