uxsg2014 #2 keynote - leading ux (hsin olive eu)

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Hsin Olive Eu Director, HIE Trend Micro, Taiwan

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Special Thanks

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• UX Leadership

•  Tennis Pro vs. UXer

•  5 Principles of Being a Successful UXer

Agenda

UX Leadership

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“Leaders are people who influence others to accomplish shared goals. Whether explicitly or

by tacit example, they establish and foster values, help people envision a future direction,

and support them in getting there.”

- Kim Goodwin

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Feasibility Viability

Desirability

開發的出來嗎?

有人會想要買嗎?

有人會願意買嗎?

Innovation Pyramid

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UX Practitioner

Development Process

Company Culture

Organization Type

UX Maturity

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UX Leadership ≠ UX Management

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??

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UXers Should Be Equipped with Leadership

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user centered design usability testing user research user experience design information architecture user tasks analysis user flows design prototyping front-end development visual design contextual interview card sorting participatory design diary study service design ethnography study interaction design mobile design

Hard Skills

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communication visionary collaborative innovative organized flexible influential advocate trustworthy knowledgeable motivating decisive clear approachable open energetic engaged inspirational

Soft Skills

Tennis Pro vs. UXer

Mouth Engages the team to build a shared vision of success

Brain Identifies weaknesses and reacts

Hand Creates successful,

reproducible attacks

Passion drives perfection

Heart

Eyes & Ears Observe the opponent to determine the best strategy

Brain Identifies the problem

Eyes & Ears Observes and understands the audience

Mouth Engages to build a shared vision

Hand Sculpts and reproduces successes

Heart Drives passionate ownership

Heart Drives passionate ownership

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“Choose a job you love, and you will never have to work a day in your life.” 知之者不如好之者，好之者不如樂之者

- Confucius

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Ownership & Empathy

GE Healthcare Adventure Series

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1.  Know 2.  Try 3.  Love 4.  Buy

Standard UX Focus

Standard Marketing Focus

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1.  Know 2.  Try 3.  Love 4.  Buy

E2E Customer Experience Journey in Trend

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Example: Hand-Made Quick Start Guide

Eyes & Ears Observes and understands the audience

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10%

40%

50%

Research Design Coordination/Communication

What Are UXers in Trend Doing Everyday?

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Get to Know Your Stakeholder

CEO GM Executives Business sponsor Sales Marketer Legal Project manager Product manager Architect RD QA Support Front-end developer Visual designer Content provider Customers

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Stakeholder Types In

tere

st

Influence Power HIGH LOW

LOW

HIGH

Key Player Non-supportive

Supportive Marginal

Collaborate Closely

Keep Satisfied

Keep Informed

Monitor

Brain Identifies the problem

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“If I had only one hour to save the world, I would spend fifty-five minutes defining the problem, and only five minutes finding the solution.”

- Albert Einstein

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Define the Problem

Design

Mouth Engages to build a shared vision

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The furthest distance in the world is not between life and death, but when I present a design and you don’t buy in

調整照片文字  

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But Did You…

•  take business goals into consideration?

•  align the design goals with the business goals?

•  talk about the same target users with your stakeholders?

•  define measurable UX goals clearly?

•  put your stakeholders in the customers’ shoes?

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Transparency

Involvement

Collaboration

Alliance

Hand Sculpts and reproduces successes

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Fit In Development Process

Trend Agile “Design” & Development Process

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Build Role Models

Conduct Field Studies Synthesize Together Visualize the Findings (CJM)

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Reproduce for Win-Win-Win

Take-away

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user centered design usability testing user research user experience design information architecture user tasks analysis user flows design prototyping front-end development visual design contextual interview card sorting participatory design diary study service design ethnography study interaction design mobile design

Hard Skills

變一頁  

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communication visionary collaborative innovative organized flexible influential advocate trustworthy knowledgeable motivating decisive clear approachable open energetic engaged inspirational

Soft Skills

變一頁  

Brain Identifies the problem

Eyes & Ears Observes and understands the audience

Mouth Engages to build a shared vision

Hand Sculpts and reproduces successes

Heart Drives passionate ownership

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Questions?

鷹眼挑戰  

Thank You See You @ Workshop

Title

•  Know the software development process and how UCD process fit into it

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Element

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•  Content