ux strat usa: beverly may, "moving your team from good to great ux"

MOVING YOUR TEAM FROM GOOD TO GREAT UX 5 YEARS OF INSIGHTS FROM THE UX AWARDS

UXAWARDS.ORG @UXAWARDSB E V M AY, E X E C U T I V E D I R E C T O R

UX STRAT, SEPTEMBER 15 , 2016

UXAWARDS.ORG @UXAWARDS UXAWARDS.ORG @UXAWARDS

WE’RE ALL VANGUARDS OF A MOVEMENT! IN FUNCTIONAL DESIGN

GO FROM GOOD TO GREAT

5 YEARS OF ANALYSIS & RELEVANCE FOR YOUR TEAMS

ABOUT THE UX Awards

WINNING EXAMPLES

HOW WE EVALUATE GREAT UX

N E R D A L E R T !

UXAWARDS.ORG #UXAwards @UXAwards

ABOUT THE UX AWARDS

THE F IRST AWARDS DEDICATED EXCLUSIVELY TO EXCEPTIONAL UX

WE BELIEVE UX DESIGN IS AN ESSENTIAL FORCE

FOR POSIT IVE CHANGE

OUR MISSION

H O N O R T H E B E S T

SHOWCASE EXCEPTIONAL WORK, FROM BIG NAMES AND SMALL

R E F L E C T T H E C O M M U N I T Y

L E A D B Y E X A M P L E

S H O W I M PA C T

D E F I N E A N D E V O LV E T H E C R A F T

I N S P I R E & E VA N G E L I Z E

NEXT UX AWARDS SUMMER 2017

2 0 1 6 - 2 0 1 7 A D V I S O R Y B O A R D

Todd Lefelt

Managing Director UX, Huge LA

Scott McDonaldCo-Founder & Managing Director, Modus NY

Matthew WeberVP UX & Design, Zoomdata; Adjunct, NYU NY

Janaki KumarVice President, Head of Design and Co-Innovation Center, SAP Labs, Palo Alto

Dale HerigstadAdvanced Interaction Consultant; Co-Founder, SeeSpace, London UK

UXAwards.org @UXAwards

A N Y O N E , F R O M A N Y W H E R E , C A N S U B M I T

UXAWARDS.ORG

FORM + CASE STUDY

UXAWARDS.ORG @UXAWARDS

IN EARLY-MID 2017 FOR 2017

S U B M I T O N L I N E !

JOIN OUR MAILING LIST OR @UXAWARDS

UXAWARDS.ORG @UXAWARDS

HOW PROJECTS ARE EVALUATED

1 GRAND

3 SILVER

3 BRONZE

1 HIGHEST RATED

3 GOLD

1 STUDENT

1 PEOPLE’S CHOICE

3-5 HONORABLE MENTION

1 MOST POPULAR

20 AWARDS

J U D G E D B Y S E N I O R P R A C T I T I O N E R S A N D T H O U G H T L E A D E R S

IRENE AU PARTNER, KHOSLA VENTURES

JAKE BARTON PRINCIPAL & FOUNDER, LOCAL PROJECTS

GILES COLBORNE MD, CX PARTNERS; AUTHOR, S IMPLE & USABLE

KATIE DILL HEAD OF EXPERIENCE DESIGN AIRBNB

BILL FLORA FOUNDER, TECTONIC; FORMER DESIGN DIRECTOR, MS

JENNIFER KILIAN VP DIGITAL, MCKINSEY

IAN WORLEY GLOBAL HEAD OF UX & DESIGN, MORGAN STANLEY

PETER MERHOLZ EXPERIENCE DESIGN CONSULTANT, FORMER COFOUNDER ADAPTIVE PATH

JANICE FRASER HEAD OF LUXR AT PIVOTAL LABS

MICHAL PASTERNAK FORMER CXO, HUGE

GREG PETROFF CHIEF EXPERIENCE OFFICER & GM, GE

ALEX WRIGHT HEAD OF USER RESEARCH, ETSY

CLIFF KUANG SENIOR EDITOR AT WIRED

TURI MCKINLEY PARTICIPATORY DESIGN DIRECTOR, FROG

MARGARET STEWART DIRECTOR OF PRODUCT DESIGN, FACEBOOK

BRIAN KRALYEVICH VP UX, AMAZON

ALEX CUTHBERT VP UX, PICSART; FORMER SENIOR PRODUCT DESIGNER, GOOGLE

TOMER SHARON VP UX, WEWORK; FORMER SR. UX RESEARCHER, GOOGLE

CHRIS JAFFE VP PRODUCT INNOVATION, NETFLIX

CINDY JEFFERS CEO, SALON

1. USER User & needs clearly identified 2. SOLUTION Product clearly solves user needs 3. USABLE Well-designed, intuitive & usable product 4. PROCESS UX process explained in submission, incorporating best practices 5. RESEARCH User research & testing incorporated 6. STORY Case study has a coherent, compelling narrative

7. IMPRESSIVE PRODUCT New, complex or advanced technology 8. IMPRESSIVE IMPACT Customer adoption/ user satisfaction/ social value

Negatives: product demo only; no mention of ux; no process discussion; submission is incoherent, confusing, sloppy or full of errors

I N T E R N A L V E T T I N G: T H E B A S E L I N E O F “ G O O D ” U X

1 . V E T T I N G & I N T E R N A L R A N K I N G F O R “ G O O D ”

2 . AV E R A G E O F J U D G E ’ S I N D E P E N D E N T S C O R I N G

3 . D I S C U S S I O N F O L L O W S

4 . R E - V O T I N G + D I S C U S S I O N D E C I D E S W I N N E R S

WINNERS NON-WINNERS

JUDGES’ SCORES VS. AVERAGE: GREATNESS IS SUBJECTIVE

2015 SCORES. BLACK= AVERAGE, COLORS= INDIVIDUAL JUDGES

S O M E J U D G E S A R E M O R E C H A R I TA B L E T H A N O T H E R S

NON-WINNERSWINNERS

2015 SCORES, SMOOTHED. BLACK= AVERAGE, COLORS= INDIVIDUAL JUDGES

E V E N R E S P E C T E D , S E N I O R O P I N I O N S D I F F E R

W H A T M A K E S S O M E T H I N G G R E A T ? ( W I N N I N G )

Solves a problem (useful)

Understands users' needs

Is easy to understand and use (usable)

Is appealing and desirable

Thinks of UX as a journey

Examines edge cases (comprehensive)

J U D G E K AT I E D I L L’ S E VA L U AT I O N C R I T E R I A

Process - did they involve users and really seek to understand their problems?

Insight - were there insights derived and put to use in the design?

Results - could they show evidence of the positive impact their design had?

Execution Quality- Was the design executed with polish and flair?

J U D G E G I L E S C O L B O R N E ’ S E VA L U AT I O N C R I T E R I A

J U D G E B I L L F L O R A’ S E VA L U AT I O N C R I T E R I A

P U B L I C C R O W D V O T I N G

UXAwards.org @UXAwards 2015 AVERAGE SCORES, SMOOTHED. BLACK= CROWDVOTE, COLORS= JUDGES

T H E P U B L I C & J U D G E S G E N E R A L LY A G R E E

POP QUIZ

WHAT STEPS DO WE FOLLOW TO DECIDE ON TOP WORK?

1. VETTING FOR “GOOD”

2. JUDGES VOTE INDEPENDENTLY

3. GROUP CONSENSUS

(& CROWDVOTE GENERALLY MATCHES)

Greatness is subjective, but there are still commonalities, and surprising consensus

Greatness in UX requires many baseline “good” factors to be present, plus

Greatness also demands your projects be exceptional! (up next)

3 TA K E AWAY S F R O M O U R P R O C E S S

WHAT IT TAKES TO MAKE EXCEPTIONAL UX

PREVIEW: THE FIRST UX AWARDS BOOK

GOOD TO GREAT UX

ANALYSIS OF 5 YEARS OF DATA

WHAT IS EXCEPTIONAL UX

AND HOW CAN TEAMS ACHIEVE IT?

RETROSPECTIVE ANALYSIS IN 2016 BASED ON 22 STANDARDIZED FACTORS

ANALYZED HUNDREDS OF SUBMISSIONS ACROSS FIVE YEARS OF DATA

BOTH QUANTITATIVE (SCORING) & QUALITATIVE ANALYSIS (JUDGES’ COMMENTS)

WINNERS VS. NON-WINNERS, JUDGES’ SCORES, CROWDVOTES, INTERNAL SCORES

A N A LY S I S

RETROSPECTIVE ANALYSIS IN 2016 BASED ON 22 STANDARDIZED FACTORS

ANALYZED HUNDREDS OF SUBMISSIONS ACROSS FIVE YEARS OF DATA

QUANTITATIVE ANALYSIS (SCORING) & QUALITATIVE ANALYSIS (JUDGES’ COMMENTS)

COMPARED WINNERS VS. NON-WINNERS, JUDGES’ & INTERNAL SCORES, CROWDVOTES

QUALITATIVE ANALYSISJUDGES’ COMMENTS AS KEYWORDS

J U D G I N G B Y M A S T E R C H E F S

Q U A L I TAT I V E A N A LY S I S : K E Y W O R D S

NON-WINNERSWINNERS

ANALYZED 22 INDEPENDENT FACTORS

+ JUDGE VOTES & CROWDVOTES

W i n n e r s

E n t r a n t s

2 0 1 4

E X P E R I E N C E R E A L LY M AT T E R S !

update so winners is on bo/om on this OR winners on top in 2015 so consistent

AND change transi=on prior if keep both

E X P E R I E N C E R E A L LY M AT T E R S !

W i n n e r s

E n t r a n t s

2 0 1 5

Q U A L I T Y I M P R O V I N G E A C H Y E A R , A C R O S S A L L F A C T O R S

WINNERS’ METRICS2011-2015, AVERAGE METRICS

Q U A L I T Y I M P R O V I N G E A C H Y E A R , A C R O S S A L L F A C T O R S

2011-2015, WINNERS’ METRICS

N A R R O W I N G D I F F E R E N C E S A M O N G T H E B E S T

1-9. GETTING TO GOOD

“GOOD” IS A SET OF GUIDELINES, L IKE A JULIA CHILD RECIPE

9 COMMON FACTORS OF “GOOD” UX

8. FOLLOWS A COHERENT, COMPELLING NARRATIVE THAT'S EASY TO FOLLOW

7. PRODUCT TESTING INCORPORATED IN THE PROCESS

6. USER RESEARCH INCORPORATED IN THE PROCESS

5. UX PROCESS & APPROACH EXPLAINED, INCORPORATING BEST PRACTICES

4. PRODUCT IS WELL-DESIGNED, INTUITIVE & USABLE (FUNCTIONAL)

3. PRODUCT CLEARLY ADDRESSES & SOLVES USER NEEDS

2. USER NEEDS & GOALS ARE WELL DEFINED

1. TARGET USER CLEARLY IDENTIFIED

9. BENEFITS FROM SIGNIFICANT INTERNAL OR CLIENT SUPPORT

21. OPAQUE: SOLUTION NOT SHOWN IN SUFFICIENT DEPTH TO EVALUATE

22. NO MENTION OF IMPACT/ UNLAUNCHED PRODUCT (WHEN NOT CONCEPT/ STUDENT WORK)

20. NOT A UX CASE STUDY / NOT DISCUSS OR SHOW UX AT ALL (EX: PRODUCT DEMO)

19. INCOHERENT, CONFUSING OR SLOPPY SUBMISSION (EX: SPELLING ERRORS)

4 C O M M O N N E G AT I V E S

9 FACTORS TO GO FROM GOOD TO GREAT

EXCEPTIONAL UX REQUIRES BEING EXCEPTIONAL

MANY INGREDIENTS, WHEN MIXED, CREATE DIFFERENT OUTCOMES

TO CREATE EXCEPTIONAL WORK,

YOU NEED TO BE EXCEPTIONAL

IN YOUR ACTIONS AND INTENT

9 EXCEPTIONAL UX FACTORS: HOW TO BE EXCEPTIONAL

13. ADDRESSES BUSINESS OR TECHNICAL CONCERNS, BEYOND UX

11. POLISHED VISUAL DESIGN AND AESTHETIC

12. NARRATIVE APPEAL VIA MUSIC, PEOPLE, IMAGERY

16. SOCIAL/ ECONOMIC/ CULTURAL IMPACT OR MISSION

18. AIMS TO ADVANCE THE CRAFT OF UX

17. BRINGS UX INTO NEW REALMS (BEYOND SITES & APPS)

15. IMPRESSIVE PRODUCT / NEW / ADVANCED TECHNOLOGY

14. IMPRESSIVE IMPACT / ADOPTION / SATISFACTION AFTER LAUNCH

C O R R E L AT I O N A N A LY S I S : T O P F A C T O R S

5-YEAR CORRELATION ANALYSIS OF EACH FACTOR ON WINNING

1. G O O D V I S U A L D E S I G N 2. I M P R E S S I V E P R O D U C T 3. S I M P L E 4. I N T U I T I V E & F U N C T I O N A L 5. E X C E L L E N T C R A F T S M A N S H I P 6. B R I N G S U X I N T O N E W R E A L M S 7. C O M P E L L I N G C A S E S T U D Y 8. S O LV E S B U S I N E S S / T E C H P R O B L E M S 9. A D D R E S S E S U S E R N E E D S 10. I M PA C T / A D O P T I O N

D I F F E R E N C E S B E T W E E N W I N N E R S , N O N - W I N N E R S

WINNERS VS. NON-WINNERS BY FACTOR SCORES, 5-YEAR AVERAGE

D I F F E R E N C E S B E T W E E N W I N N E R S , N O N - W I N N E R S

WINNERS VS. NON-WINNERS BY FACTOR SCORES, 5-YEAR AVERAGE

1. I N T U I T I V E & F U N C T I O N A L 2. S I M P L E 3. G O O D V I S U A L D E S I G N 4. I M P R E S S I V E P R O D U C T 5. I M P R E S S I V E I M PA C T 6. E X C E L L E N T C R A F T S M A N S H I P 7. I N C O R P O R AT E S T E S T I N G 8. B R I N G S U X I N T O N E W R E A L M S

KEY TAKEAWAYS FOR YOUR TEAMS

MANY INGREDIENTS, WHEN MIXED, CREATE DIFFERENT OUTCOMES

T H E W I N N I N G R E C I P E

PRODUCT

+ PROCESS

+ SIMPLICITY

+ CREATIV ITY

+ CRAFTSMANSHIP

+ STORYTELLING

+ IMPACT

= EXCEPTIONAL UX

ESTABLISH THE RIGHT INTERNAL PROCESSES AND GARNER SUFFICIENT SUPPORT

FOLLOW GOOD UX BASICS: Clear user definition based on research; well-defined solution solves explicit user problem; incorporates user testing; focuses on usability & efficacy

- “Case study” aids team with focus on outcomes

- Passion for user-centered design

- Team creativity and innovation encouraged

- Desire to take risks and have an outsize impact

- Organizational support: funding, timing, staff, influence and respect

E S TA B L I S H “ G O O D U X ” T E A M P R O C E S S E S

AIM TO CREATE EXCEPTIONALLY HIGH-QUALITY WORK

- Impact on business and technology through UX

- Superb narrative and storytelling

- Design craftsmanship, simplicity, elegance

AIM TO HAVE AN IMPACT THAT REACHES FAR BEYOND THE PROJECT

- Advancing the craft of UX

- Social/ economic/ cultural

- UX in new technical/ interaction realms

THEN, HAVE YOUR TEAM ASPIRE TO GREATNESS!

- Deep user empathy, understanding

- Model of UX process

5 KEYWORDS FOR TEAM #GREATNESS

INTUITIVE

SIMPLE

QUALITY

IMPACT

IMPRESSIVE

WINNING EXAMPLES

UX PROCESS, SOCIETAL IMPACT

SIMPLICITY, STORYTELLING

BUSINESS IMPACT, CRAFTSMANSHIP, UX PROCESS

INNOVATION, SOCIETAL IMPACT, STORYTELLING

MOVING THROUGH GLASS

NAILSNAPS

HACKABALL

MOVING FROM GOOD TO GREAT

Examples:

MARK MORRIS DANCE GROUP

H O N O R A B L E M E N T I O N

E X C E P T I O N A L U X P RO C E S S & S O C I A L IM PA C T

MARK MORRIS DANCE GROUP

E X C E P T I O N A L U X P RO C E S S & S O C I A L IM PA C T

BILT: ASSEMBLY MADE EASY

P RO D U C T S IM P L I C I T Y & S U P E R I O R S T O R Y T E L L IN G

G O L D : B E S T U X F O R IN T E G R AT E D P H Y S I C A L - D I G I TA L S O L U T I O N S

BILT: ASSEMBLY MADE EASY

P RO D U C T S IM P L I C I T Y & S U P E R I O R S T O R Y T E L L IN G

TURN PHOTOS INTO CUSTOM NAIL ART

S I LV E R : M O S T F U N A N D C R E AT I V E U X - D R I V E N P RO D U C T

S T RO N G B U S IN E S S IM PA C T, C R A F T S M A N S H IP & U X P RO C E S S

TURN PHOTOS INTO CUSTOM NAIL ART

S T RO N G B U S IN E S S IM PA C T, C R A F T S M A N S H IP & U X P RO C E S S

HACKABALL

P O W E R F U L IN N O VAT I O N, S O C I A L IM PA C T & N A R R AT I V E

G O L D : M O S T E N G A G IN G U X F O R D I G I TA L E D U C AT I O N

HACKABALL

P O W E R F U L IN N O VAT I O N, S O C I A L IM PA C T & N A R R AT I V E

RECAP: KEY TAKEAWAYS FOR YOUR TEAMS

T E A M TA K E AWAY S F R O M O U R A N A LY S I S

GREATNESS IS SUBJECTIVE, BUT THERE ARE STILL COMMONALITIES, AND SURPRISING CONSENSUS

GREATNESS IN UX REQUIRES MANY BASELINE “GOOD” FACTORS TO BE PRESENT, PLUS

GREATNESS ALSO REQUIRES YOUR TEAM TO BE EXCEPTIONALL!

ESTABLISH THE RIGHT PROCESSES AND GARNER SUPPORT

FOLLOW GOOD UX BASICS: Clear user definition based on research; well-defined solution solves explicit user problem; incorporates user testing; focuses on usability & efficacy

- “Case study” aids team with focus on outcomes

- Passion for user-centered design

- Team creativity and innovation encouraged

- Desire to take risks and have an outsize impact

- Organizational support: funding, timing, staff, influence and respect

E S TA B L I S H “ G O O D U X ” T E A M P R O C E S S E S

AIM TO CREATE EXCEPTIONALLY HIGH-QUALITY WORK

- Impact on business and technology through UX

- Superb narrative and storytelling

- Design craftsmanship, simplicity, elegance

AIM TO HAVE AN IMPACT THAT REACHES FAR BEYOND THE PROJECT

- Advancing the craft of UX

- Social/ economic/ cultural

- UX in new technical/ interaction realms

HAVE YOUR TEAM ASPIRE TO GREATNESS!

- Deep user empathy, understanding

- Model of UX process

5 KEYWORDS FOR TEAM #GREATNESS

INTUITIVE

SIMPLE

QUALITY

IMPACT

IMPRESSIVE

TO CREATE EXCEPTIONAL WORK,

BE EXCEPTIONAL

IN YOUR TEAM’S ACTIONS AND INTENT

THANKS! AND NOW… QA

THANKS TO THE VOLUNTEERS WHO HELPED WITH THIS ANALYSIS!

SPECIAL ADVISOR

Brittany Kaufman, Kevon Lovelace, Conner Hunihan, Hannelore Geeraerts

Giles Colborne

Q&A: BEVERLY MAY FOUNDER & EXECUTIVE DIRECTOR, UX AWARDS

UX Instructor, General Assembly; UX & Product Lead

Q&A GUEST: JANAKI KUMAR VP, HEAD OF DESIGN & CO- INNOVATION CENTER, SAP LABS PALO ALTO

UX Awards Advisory Board & Multi-Time UX Awards Winner

Q&A GUEST: RONNIE BATTISTA XD PRACTICE LEAD, SLALOM; PROGRAM DIRECTOR, RUTGERS UNIVERSITY UXD MINI-MS

2012 UX Awards Judge

MOVING YOUR TEAM FROM GOOD TO GREAT UX 5 YEARS OF INSIGHTS FROM THE UX AWARDS

UXAWARDS.ORG @UXAWARDSB E V M AY, E X E C U T I V E D I R E C T O R

UX STRAT, SEPTEMBER 15 , 2016

ux strat usa: beverly may, "moving your team from good to great ux"

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