mature products: the cycle of ux reinvention

44
#UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Mature Products: The Cycle of UX Reinvention Carol Smith - @carologic

Upload: uxpa-international

Post on 19-Feb-2017

160 views

Category:

Technology


0 download

TRANSCRIPT

Page 1: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Mature Products:  The Cycle of UX Reinvention

Carol Smith - @carologic

Page 2: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

The Roadster by Tesla

http:

//te

chcr

unch

.com

/gal

lery

/a-b

rief-h

istor

y-of

-tesla

/slid

e/7/

Page 3: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Successful Products and Companies Innovate

http:

//w

ww

.forb

es.c

om/in

nova

tive-

com

pani

es/li

st/3

/#ta

b:ra

nk

Page 4: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Small, incremental changes

http:

//te

chcr

unch

.com

/gal

lery

/a-b

rief-h

istor

y-of

-tesla

/slid

e/7/

Page 5: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

http:

//w

ww

.kee

pcal

m-o

-mati

c.co

.uk/

p/ke

ep-c

alm

-and

-im-n

ot-d

one-

yet/

Page 6: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Change is Constant – No Alternatives

http:

//cr

eativ

ethi

nkin

g.ne

t/w

hat-i

-lear

ned-

from

-cha

rles-

darw

in-a

bout

-cre

ative

-thin

king

/#st

hash

.cW

5Fw

KGZ.

dpbs

Page 7: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Seattle, WA

http:

//na

tiona

lgeo

grap

hic.

org/

ency

clop

edia

/rin

g-fir

e/

Page 8: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Why are we resistant to change?1. Loss of control2. Excess uncertainty3. Surprise4. Everything seems different5. Loss of face6. Concerns about competence7. More work8. Ripple effects9. Past resentments10.Sometimes the threat is real

Ten

Reas

ons P

eopl

e Re

sist C

hang

e by

Ros

abet

h M

oss K

ante

r on

HBR

Harv

ard

Busin

ess R

evie

whtt

ps:/

/hbr

.org

/201

2/09

/ten

-rea

sons

-peo

ple-

resis

t-cha

ng

Page 9: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Be Reactive

http:

//w

ww

.bru

cele

e.co

m/s

ite/b

log

and

http:

//w

ww

.win

gluk

e.or

g/br

ucel

ee

Page 10: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

UX’ers make change by shaping experiences

Page 11: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Successful Products• Enable people and are useful• Retain/increase number of users• Differentiate from competitors• Profitable• Adjust capabilities as appropriate

Page 12: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Continuous learning via experimentationPrototyping, Usability testing, etc. with users

Page 13: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Page 14: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Amazon.com 1998 - 2000

©19

96-2

016

Luke

Wro

blew

ski I

deati

on +

Des

ign.

h

ttp:/

/ww

w.lu

kew

.com

/ff/e

ntry

.asp

?178

(200

5)

Page 15: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

2000

©19

96-2

016

Luke

Wro

blew

ski I

deati

on +

Des

ign.

h

ttp:/

/ww

w.lu

kew

.com

/ff/e

ntry

.asp

?178

(200

5)

Page 16: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

2007

©19

96-2

016

Luke

Wro

blew

ski I

deati

on +

Des

ign.

h

ttp:/

/ww

w.lu

kew

.com

/ff/e

ntry

.asp

?178

(200

5)

Page 17: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

2016

Page 18: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Inclination towards Action• Prototypes• Usability testing• Other learning activities• Actively learn about product use

Page 19: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Constant monitoring• How are people using the product?•What are they saying?•Who is using it and why?•Who is not using it?

Page 20: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Collect data•Web Analytics• Automated multivariate Testing• Net Promoter Scores (NPS) and other feedback

• Right information at the right time – challenging

Page 21: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

When is my product Mature?

Page 22: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Always maturing….

http:

//w

ww

.get

how

.org

/impo

rtan

ce-o

f-soft

war

e-lif

ecyc

le-m

anag

emen

t

Page 23: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Primary product vs. secondary• Primary product (software and Web sites)• Intuit TurboTax, IBM Watson, Amazon.com

• Secondary (Web sites)• Manufacturing company, Restaurant,

• Budget and Priority changes – not much else

Page 24: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Cycle of reinvention = constant attention•Maintain • Relevance• Usability• Clarity• Access (mobile, browser, accessibility)• Technology

Page 25: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Sources of Change

Page 26: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Organizational forces bring change…• Branding changes•Marketing• Design language• Vision/Goals• Etc.

• Be aware of business drivers

Page 27: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Change through pivoting (same vision)• Users• Solve a similar problem for a different set of users with existing product• Prioritization of work changes dramatically

• Highly trained user base is smaller than originally thought• Less knowledgeable user base – over time make less complex

Adap

ted

from

Eric

Rie

s, Pi

vot,

don'

t jum

p to

a n

ew v

ision

, Jun

e 22

, 200

9htt

p://

ww

w.st

artu

ples

sons

lear

ned.

com

/200

9/06

/piv

ot-d

ont-j

ump-

to-n

ew-v

ision

.htm

l

Page 28: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Pivot: User problem• Pattern of use changes• Solve a different problem for the same user

• Starbucks • Went from selling coffee beans and espresso makers

to brewing drinks in-house

Adap

ted

from

Eric

Rie

s, Pi

vot,

don'

t jum

p to

a n

ew v

ision

, Jun

e 22

, 200

9htt

p://

ww

w.st

artu

ples

sons

lear

ned.

com

/200

9/06

/piv

ot-d

ont-j

ump-

to-n

ew-v

ision

.htm

l

Page 29: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Pivot: Focus on capability• Reorient the product around what users are really doing• Abandon extra features that make it hard for new customers

to discover what's really valuable about the new, simplified solution

• PayPal • Customers were gravitating to the email-payments part

of their original solution• Ignoring the complex PDA-based cryptography solution

Adap

ted

from

Eric

Rie

s, Pi

vot,

don'

t jum

p to

a n

ew v

ision

, Jun

e 22

, 200

9htt

p://

ww

w.st

artu

ples

sons

lear

ned.

com

/200

9/06

/piv

ot-d

ont-j

ump-

to-n

ew-v

ision

.htm

l

Page 30: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Retiring capabilities•What is not being used?• Metrics• Least user comments• Focus shift

• Dead-ends that are no longer priorities• Irrelevant functionality (old browsers, refactoring code, etc.)• Distractions

Page 31: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Design debt• Extra work that arises when design (code)

“that is easy to implement in the short run is used instead of applying the best overall solution“ - Wikipedia

•Managing when and how work is done• Part of overall cycle

https

://e

n.w

ikip

edia

.org

/wik

i/Tec

hnic

al_d

ebt

Page 32: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Graceful additions• Audit product• What is there?• What is valued?• What is less valued?• What are the current big issues?• What is sacred (hopefully nothing)?

• Examine vision and what matches with vision

Page 33: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Transformations

11/1998

05/1999

12/2000

11/2002 Goog

le.c

om's

Web

site

Tran

sfor

mati

on T

hrou

gh T

he Y

ears

(199

8 - 2

015)

Dunc

an Jo

nes h

ttps:

//w

ww

.you

tube

.com

/wat

ch?v

=zfIn

66oF

hX0

Page 34: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

continue…

05/2010

09/2005

Goog

le.c

om's

Web

site

Tran

sfor

mati

on T

hrou

gh T

he Y

ears

(199

8 - 2

015)

Dunc

an Jo

nes h

ttps:

//w

ww

.you

tube

.com

/wat

ch?v

=zfIn

66oF

hX0

Page 35: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Staffing for change

Page 36: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Challenge of fulfilling project needs• Long-term vs. short-term• Contractors vs. staff• Keeping knowledge of complex systems• Building UX mindshare across organization

Page 37: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Meeting staff needs• Changing interests/focus• Growing skill set• Desires • Variety of work vs. consistent work• Recognition of contributions • Progression of career

Page 38: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Resilience is necessary• “Process of adapting well in the face of adversity, trauma, tragedy,

threats or significant sources of stress”…

• It means "bouncing back" from difficult experiences.” - American Psychological Association

Amer

ican

Psy

chol

ogic

al A

ssoc

iatio

n w

ww

.apa

.org

/hel

pcen

ter/

road

-res

ilien

ce.a

spx

Page 39: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Foster resilience in your team• Build mentorship •Weekly 1:1’s – how do you feel?• Help individuals move towards their goals• Support self-discovery• Celebrate success•Make work-life balance a priority

Page 40: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Team Analysis - UX strengths and weaknesses

People and ProjectsRachel Daniel

@RainbowliciousD UX Director at MaxPoint htt

p://

blog

.invi

siona

pp.c

om/b

uild

ing-

an-e

nter

prise

-ux-

team

/

Page 41: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Build a diverse team, T-shaped individuals

Rive

ra, A

. (20

13).

Build

ing

the

Nex

t-Gen

UX

Team

: Str

ateg

ies f

or C

ultiv

ating

Gen

eral

ists.

Use

r Ex

perie

nce

Mag

azin

e, 1

3(1)

.Re

trie

ved

from

http

://u

xpam

agaz

ine.

org/

build

ing-

the-

next

-gen

-ux-

team

/

Andrew Rivera,Walmart Global eCommerce

Page 42: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Managing the cycle of UX reinvention• Embrace change – be reactive• Continuous learning via experimentation• Awareness of business drivers• Proper staffing

Page 43: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Take care of you•Managing these new changes is exhilarating and exhausting

Kelly Goto@go2girlGoto Research

Page 44: Mature Products: The Cycle of UX Reinvention

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Contacting Carol• [email protected]•@carologic

Design Team Manager, IBM WatsonPittsburgh, PA

I’m hiring:• User Researcher• Interaction Designer

44