determining the why: developing a ux strategy
TRANSCRIPT
Determining the WhyDeveloping a UX Strategy
Ashley Keller @ashk3l
Listen Lynda, the client
wants you to make this look better
What usually happensLikely to…
Jump to solutions Struggle to prioritize Waste time
What usually happensUnsure of…
Scope Sensitivities Strategic priorities
Typical project process
Starts well
Client feedback
Revisions approved
Stakeholder feedback
Development
Launch
Customer feedback
“The beginning is the most important part of any work.”
– Plato
Learn together
Iterate quickly
Customer feedback
Developwith confidence
Ideal project process
Launch withconfidence
Customer validation
“You can use an eraser on the drafting table or a sledgehammer
on the construction field.” – Frank Lloyd Wright
What should you create?
Business(viability)
Technology(feasibility)
Human(usability, desirability)
Balance breakthrough
How do you figure it out?
You need to have a plan.
Clear need
Value proposition
Research
Experiments
Customer validation
Tenants of a strategic framework:
5 day design sprint
Design thinking + Lean UX
How can you apply this?
This can be hard at first.
Something new can be scary
“There are no facts inside the building. Get out of the building.”
– Steve Blank
What we call them:
Business Requirements
What they really are:
Assumptions
So how do you get started?
“We talk so much about having empathy for users as if those users are the only
ones that matter…” – Tom Greever
Articulating the processGarnering support from our team and stakeholders
Project manager Account executive
The biggest challenge
– Anyone
“I don’t know.”
Typical hierarchy
“I don’t know.”
“Uh oh.”
The great equalizer
“I don’t know.” “Great! Let’s find out.”
“You need an environment that not only supports, but encourages [saying that you don’t know everything],
so you can develop processes that assist in discovering the answer to what it is you don’t know.”
– Jared Spool
Demonstrate value
Involve everyone
Share early and often
Make research fun
Capture your process
Ask often
Ashley Keller @ashk3l