elevate to trusted advisor in ux
TRANSCRIPT
Elevate to
September 2016
Trusted Advisorin UX
Michael Vaughn Director of Digital Experience
A UX Journey in a Corporate Vortex
Setting Yourself Apart and Make a Difference
Six Common Challenges and How to Overcome
Just Fix the UILeadership Heavy
Environment
Too Many Style Guies
Misunderstanding CX and UX
Changing a “We Can’t” Mentality
Strong Willed Front End Dev
I Just Wanna Be Pretty!!
I Just Wanna Be Pretty!!
Challenge
UX is not just UI
Typically lead by the development team either new to UX or doesn’t see the value
Client hoping for a “quick” and inexpensive fix
How To OvercomeClearly Define Goals and Objectives Prior to Kickoff
How To OvercomeEducate and Inform about User Experience
High level process overview Bottom line value
How To OvercomeDo a UX Project Pilot
Find someone within the client’s organization to sponsor Collaborate with business/product/marketing/development
The Broken Experience
Too Many Cooks in the Kitchen!
Challenge
Everyone has an opinion and is strong willed
Leaders are constantly changing their mind
There’s no clear defined direction
How To OvercomeDetermine who is the
Coach, Influencer, Champion and Enemy (Ideally prior to kickoff)
How To OvercomeFind a sponsor (champion) and adopt a plan
Titles Don’t Always Align with Roles
Don’t Move My Cheese!! Fun times with Front End Dev
Challenge
Strong opinions of UI elements and/or tools
They’re misinformed of what UX is and the value
Fear of change and doing things differently
How To OvercomeGet the front end development team involved in the beginning
How To OvercomeEducate and inform of UX best practices
How To OvercomeKeep reinforcing the message that the solution is about the user
The $36,000 Line Break
Style Guides, We’ve Got Plenty!!
Challenge
They’re multiple versions, often outdated
No governance in place
Style guides don’t align with corporate image
How To OvercomeCatalogue and build a matrices of all guides
How To OvercomeWork on getting approval for a governance
http://www.martigold.com/pattern-libraries/
UX
CX
Challenge
A misunderstanding of “What is UX”
In the midst of a corporate identity issue
There’s disparity between departments
How To OvercomeLevel set goals and objectives, take a step back and recommend a digital strategy session
How To OvercomeWork with key stakeholders and build a roadmap.
If needed, do this during the current project but incorporate the long tail approach
Converting from We Can’t to We Will
Challenge
Morale might be down
Lazy, sedentary people
Negative mentality
How To OvercomeBuild a tribe
How To OvercomeGet some short wins and evangelize
How To OvercomeDevelop a plan collaboratively with team
“The price of success is hard work, dedication to the job at hand and the
determination to win or lose, we have applied the best of ourselves to the
task at hand.” - Vince Lombardi
Power Moves
Consultant or Contractor?
Use a Defined Understanding Design Brief Template (DU) vaughncreative.net/bigd2016
Know When to Hold ‘Em, Fold ‘Em, Walk Away and To Run!- Kenny Rogers
Recap on How to Overcome Challenges
Convert “Just Fix the UI” Mentality
Clearly Define Goals & Objectives
Educate & Inform About UX
Do a UX Project Pilot
Overcome Having Too Many Leaders
Determine the: Coach/Influencer/Champion/Enemy
Find a Sponsor & Adopt a Plan
Achieve Synergy with Dev
Get Them Involved in the Beginning
Educate & Inform about UX
Keep Reinforcing - User Comes First
Unify and Simplify Style Guide
Catalogue and Do Gap Analysis
Build a Matrices
Get Approval on Governance
Convert a We Can’t Mentality
Build a Tribe
Get Some Short Wins & Evangelize
Develop a Plan Collaboratively With Team
Clarify and Drive CX with UX
Level Set Goals & Objectives
Work with Key Stakeholders Build a Roadmap
Elevate to Trusted Advisor in User Experience
Close Q A Slide
“Lead with a Servant Heart”Brian Sullivan
@BrianKSullivan
- Nick Finck
@NickF
“If we believe UX is a role & not a field, we are limiting the potential for many roles.
The Six Core Disciplines of User Experience
- Nick Finck
User Research
Content Strategy
Information Architecture
Interaction Design
Visual Design
Usability Evaluation
@NickF
“If we believe UX is a role & not a field, we are limiting the potential for many roles. My old model still holds true”
Thanks! Any Questions?
Michael Vaughn Director of Digital Experience
@mcvaughn /michaelcvaughn