Balancing UX Strategy With Lean and Agile _ Roles in UX Strategy _ UX Versus CX Strategy __ UXmatters

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  • 8/13/2019 Balancing UX Strategy With Lean and Agile _ Roles in UX Strategy _ UX Versus CX Strategy __ UXmatters

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    23/07/13 Balancing UX Strategy with Lean and Agile | Roles in UX Strategy | UX Versus CX Strategy :: UXmatters

    www.uxmatters.com/mt/archives/2013/07/balancing-ux-strategy-with-lean-and-agile-roles-in-ux-strategy-ux-versus-cx-strategy.php

    Send your questions

    toAsk UXmattersand

    get answers from some

    of the top professionals

    in UX.

    No matter what design

    or development process

    your team chooses to

    employ, UX strategy

    Balancing UX Strategy with Leanand Agile | Roles in UX Strategy |UX Versus CX StrategyBy Janet M. Six

    Published: July 22, 2013

    In this edition ofAsk UXmatters, our experts discuss

    balancing UX strategy with lean UX and agile

    development, describe roles in UX strategy, and

    compare user experience strategy with customer

    experience strategy.

    Every month inAsk UXmatters, our panel of UX experts

    answers our readers questions about a variety of user

    experience matters. To get answers to your ownquestions about UX strategy, design, user research, or

    any other topic of interest to UX professionals in an upcoming edition

    ofAsk UXmatters, please send your questions

    to:ask.uxmatters@uxmatters.com.

    The following experts have contributed answers to this edition ofAsk

    UXmatters:

    Leo FrishbergProduct Design Manager at Intel Corporation

    Pabini Gabriel-PetitSenior Director, User Experience and Design at

    Apttus; Publisher and Editor in Chief, UXmatters; Founding Director ofInteraction Design Association (IxDA);UXmatterscolumnist

    Adrian HowardGeneralizing Specialist in Agile/UX

    Yury VetrovHead of UX at Mail.Ru

    Balancing UX Strategy with Lean andAgile

    Q:How do you balance the need for a user experience strategy with leanUX and agile development?from a UXmattersreader

    No matter what design or development process your

    team chooses to employ, UX strategy plays an integral

    role, especially when user experience is critical to a

    products success, responds Pabini. Whether youre

    doing lean UX or agile development, you need to

    establish a vision for a product user experience. UX

    strategy is inherent in lean UX.

    http://www.uxmatters.com/authors/archives/2006/03/janet_m_six.phpmailto:ask.uxmatters@uxmatters.comhttp://www.uxmatters.com/authors/archives/2006/03/janet_m_six.phpmailto:ask.uxmatters@uxmatters.com
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    23/07/13 Balancing UX Strategy with Lean and Agile | Roles in UX Strategy | UX Versus CX Strategy :: UXmatters

    www.uxmatters.com/mt/archives/2013/07/balancing-ux-strategy-with-lean-and-agile-roles-in-ux-strategy-ux-versus-cx-strategy.php

    plays an integral role,

    especially when user

    experience is critical to

    a products success.

    Pabini Gabriel-Petit

    Agile and lean are

    valuable tools that helpyou to determine

    whether your strategy is

    actually workingand

    pointers on how to

    correct it if it isnt.

    Adrian Howard

    We can view user

    experience not as a

    specified step-by-step

    process, but as a set of

    The first step in a lean process is stating a

    hypothesisor dec laring your assumptions.

    The second step is creating a minimum viable

    product (MVP), so you can test your hypothesis.

    The third step is conducting an experiment to

    either validate or disprove your hypothesis.

    The fourth step is obtaining feedback from users

    through UX research.

    Then, you either iterate on these steps orpivotthat is, start all over again with a new hypothesis.

    All of this occurs in service of defining and continually refining your

    vision, or UX strategy.

    By asking for balance, the question implies that there is a tension

    between UX strategy and agile or lean UX approaches, observes Adrian.

    Its an implication that I reject.

    For example, lean UX approaches are effec tive in

    helping to define an organizations UX strategy. The

    focus on validating the results of research and design

    helps to convince the business of the value of UX

    practicesand by forcing value to be made explicit,

    aligns everybody on the same value.

    Agile and lean do notnegate the need for

    strategy. Neither are they opposed to it. What they do

    give you are valuable tools that help you to determine

    whether your strategy is actually workingand

    pointers on how to c orrect it if it isnt.

    For more on agile UX, see these editions ofAsk

    UXmatters: Agile User Experience Design, which

    includes a discussion on the need for a clear product

    vision, and Integrating UX into Agile Development.

    Take a Flexible Approach to Keep Your UXStrategy RelevantOur companys key products are on the Web, and agile development is a

    great fit great for our organization, answers Yury. The UX team has

    adopted agile. Were doing weekly sprints and using agile methods of

    planning and execution. We strongly believe that the best specification of

    a product is the shipped product itself. So were trying to cut as manydeliverables and process steps as possible, while still delivering clear

    requirements to our developers and great user experiences to our users.

    I like the ideas in When to Apply UX Effort in

    Agile, by nForms Andrew Wright. We can view user

    experience not as a specified step-by-step process,

    but as a set of services that we can deliver to our

    product team.

    If we see the role of User Experience in the

    product development process not as a rigid production

    http://nform.com/blog/2013/02/when-to-apply-ux-effort-in-agi-1http://nform.com/blog/2013/02/when-to-apply-ux-effort-in-agi-1http://www.uxmatters.com/mt/archives/2011/04/integrating-ux-into-agile-development.phphttp://www.uxmatters.com/mt/archives/2013/07/mt/archives/2012/04/agile-user-experience-design.php
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    23/07/13 Balancing UX Strategy with Lean and Agile | Roles in UX Strategy | UX Versus CX Strategy :: UXmatters

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    services that we can

    deliver to our product

    team.Yury Vetrov

    We assign our most

    experienced individualsto strategy discussions.

    They can speak the

    language of business as

    well as design.Leo

    Frishberg

    Defining a productvision and defining a UX

    strategy are closely

    related activities. Both

    should be a

    collaborative, team

    effort.Pabini Gabriel-

    Petit

    line, but as a set of tools that we can apply during a

    products development lifecycle, we can be really

    flexibleand truly agile. You can add value to the

    product at any time, whether youre adding a big

    feature, making routine changes to polish a user

    interface, or building something new from scratch.

    What helps you to conduct a successful UX strategy?

    Always staying relevant to current business problems and goals.

    Roles in UX Strategy

    Q:What roles are involved in user experience strategy in your

    organization?from a UXmattersreader

    We assign our most experienced individuals to

    strategy discussions, replies Leo. They are

    experienced not only in design and user engagement,

    but in business and technology as well. Meaning thatour strategists are broken-comb peoplenot just T-

    shaped or pi-shaped people. They are folks who have

    experience in a variety of contexts, who can speak the

    language of business as well as design.

    The Power of Collaborative TeamsDefining a product vision and defining a UX strategy

    are closely related activities. Both should be a

    collaborative, team effort, advises Pabini. Ideally,

    collaborative envisioning should involve key

    stakeholders, all members of a product team, and in

    some cases, customers whose needs are driving the

    vision. While a Product Owner or Product Manager

    owns the final decisions regarding product strategy,

    through the creative foment of collaboration, a team is

    more likely to innovative and can coalesce around a

    viable vision more quickly. In the same way, while a UX

    Strategist or UX Lead owns decision-making regarding

    UX strategy, taking a collaborative approach to

    ideation ensures both that there is a wealth of ideas

    on which to draw and that the UX strategy is feasible.

    For more about the power of collaborative teams, I

    invite you to read my UXmatters article Sharing

    Ownership of UX, as well as the edition ofAsk UXmatters on Teamwork

    and Collaboration Across Departments, both of which provide helpful

    advice on working collaboratively with multidisciplinary teams.

    In our company, strategic decisions about specific products and the

    whole product portfolio come from top management and product

    managers, says Yury. Theyre carefully monitoring the marketplace and

    seeking new business possibilities, new ways to grow our user base, and

    new growth areas for our current businesses. They find the right audience

    http://www.uxmatters.com/mt/archives/2011/05/teamwork-and-collaboration-across-departments.phphttp://www.uxmatters.com/mt/archives/2007/05/sharing-ownership-of-ux.php
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    A key part of UX

    strategy is the ability to

    drive product changes

    from the bottom up. Your knowledge about

    users, their needs, and

    their behavior patterns,

    expectations, and habits

    gives you valuable

    insights on how to make

    the product more

    successful for your

    business.Yury Vetrov

    UX strategy should

    influence product

    development priorities.

    Your UX strategy should

    show not only thedirection in which the

    product should evolve,

    but also persuade

    management that this

    should happen faster.

    for our products and learn what their problems are, so we can solve those

    problems and profit from doing so.

    Once the business has determined its product

    vision, its time for our UX team to step inincluding

    UX designers, visual designers, and researchers. We

    work closely with executives and product management

    on a products feature set and user interface. We

    research the products target audience, their needs,

    habits, and expectations. We show how the productwill work and look and fight to deliver a great user

    experience. We follow a typical UX design process like

    those youve heard about hundreds of times. But

    wheres the strategy part?

    I believe that a key part of UX strategy is the

    ability to drive product changes from the bottom up,

    continues Yury. This happens when your knowledge

    about users, their needs, and their behavior patterns,

    expectations, and habits gives you valuable insights on

    how to make the product more successful for your

    business. UX designers and researchers own this deep

    knowledge, giving us the chance to provide value to

    the business, to be recognized for the value that we

    provide, and to get involved in product decisions.

    So, in our company, every role is more or less

    involved in UX strategyincluding executives, product managers, UX

    designers, visual designers, researchers, analysts, and technical leads. Ill

    borrow a slogan from a previous UXmatterscolumn on this topic

    work withstakeholders, not for stakeholders.

    One problem is that knowledge of UX strategy is often implicit and

    personaland owned by specific UX people as a part of their professional

    competence, admits Yury. But to make UX strategy work, you should

    make it visible to everyone on the team.

    Were building a UX knowledge base right now to

    enable us to share the knowledge that is key to

    devising a successful UX strategy. I was totally

    amazed by the talk Aarron Walter gave on Big Data

    UX, at the UXLx conference. His team at MailChimp is

    gathering every possible bit of data relating to UX

    including user feedback and surveys, market and user

    research, Web analytics, industry trends, and muchmoreinto a single publicly available database. And

    they can search the database for patterns and insights

    at any time, without having to spend several hours

    using different tools to dig through documents and put

    together a report. Thats the perfect way to make this

    knowledge explicit.

    Another important requirement of UX strategy is

    that it should influence product development priorities.

    Your UX strategy should show not only the direction in

    which the product should evolve, but also persuade

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    The scope of CX

    strategy is broader than

    that of UX strategy,

    encompassing all

    interactions that acustomer has with an

    organization across all

    touchpoints.Pabini

    Gabriel-Petit

    We use customer

    journey maps to modelperfect experiences, then

    try to get closer and

    closer to this vision with

    every product

    iteration.Yury Vetrov

    management that this should happen faster. To do this, you need to show

    the value of making changes to the product. A good way to do this is with

    metrics. Yury recommends his UXmattersarticle How to Calculate the

    ROI of UX Using Metrics.

    UX Strategy Versus CX Strategy

    Q:How does user experience strategy compare with customer experiencestrategy and design thinking?from a UXmattersreader

    Customer experience (CX) strategy and UX strategy

    share many goals and approaches, answers Pabini.

    Both must align with an organizations business

    strategy, or vision. But the scope of CX strategy is

    broader than that of UX strategy, encompassing all

    interactions that a customer has with an organization

    across all touchpoints. CX strategy considers such

    matters as cross-channel experiences that involveboth digital experiences across multiple

    devices andreal-world customer experiences. UX

    strategy focuses on digital product experiences.

    Regrettably, within large corporations,

    responsibility for CX strategy often rests with an

    organization that is completely separate from that

    responsible for UX strategy. For an organization to

    provide a coherent and consistent customer

    experience, CX strategy and UX strategy should be closely coupled and

    look at customer experience holistically.

    At Mail.Ru, we make only Web and mobile products, so in our case, the

    customer = the user, and we have fewer channels to work with, replies

    Yury. But ideas and methods from service design are still useful to us. We

    use customer journey maps to model perfect experiences, then try to get

    closer and closer to this vision with every product iteration. We are

    constantly rethinking these journeys to determine whether we can do

    more for our users.

    We have about 40 products in our portfolio, and

    most of them include features on mobile or tablet Web

    sites and apps. Because people often use several of

    these services, there is another dimension to thecu...