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Unlocking the potential of your UX teamDanny Setiawan, Lead UX, The Economist | 13 Sep 2016

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Agenda• Quick Introduction

• At The Economist

• Empowering your UX team

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My Background15+ years of experience in Product Design and UX

Has worked with established brands (The Economist, Yahoo!, Microsoft) as well as startupsCURREN T LY• Lead UX at The Economist

• UXD Instructor at General Assembly

• Product/UX mentor at Starta Accelerator

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Empowering your UX TeamAt The Economist

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2014• UX was seen as a

blocker/approver

• UX was included at implementation stage

• “What’s the difference between UX and BA?”

TODAY• UX is seen as core member

of Cross- Functional Team

• UX team is included at every stage

• “Can we validate this with real users?”

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Pivotal Project 1/2• Platform migration for our flagship app in 2015

• Biz benefits: Significant cost savings and “free” features as the platform gets updated

• We chose the platform used by our colleague (diff. department)

• Process: Migrate then get UX to review (approve)

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Pivotal Project 2/2• UX raised potential risk or losing subscribers due to

usability issue/habit disruption

• To mitigate, we proposed an approach we call Usability Test Driven Development. Usability Test to define feature prioritization

• We decided to measure usability by using System Usability Scale (SUS) with beta users

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The Wins• Proof of how UX activities deliver business value

• The cross-functional team is aligned on a common goal to optimize UX to achieve business goal

• UX team is empowered to contribute more and stakeholders understand what UX team offers

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Empowering your UX TeamEmpowering your UX

team

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EmpowermentTo give ability and opportunity to make a difference

PurposeProcessPeople

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People• Assess your UX Team’s capability,:

• User Research• Interact Design and Information Architecture• Visual Design• Prototyping

• Build towards teams of T-shaped UXers to optimize flow (1 UX responsible for end-to-end process)

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T-Shaped UX

User Research

Interaction Design/ IA

Visual Design PrototypeLevel 1

Level 2

Level 3

Visual Design

Visual Design

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Process• Include UX in every step of the process: to define

problem, ideate on potential solutions, prototype and testing them (not just to implement pre-defined solution)

• Challenge UX to measure effectiveness of their work (part of testing solution)

• Get other cross-functional team members involved in UX activities (i.e. observe usability test)

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Design Thinking Process

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Lean and Design Thinking

Empathize

Define

Ideate Prototype

Test

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Purpose• Everybody wants to make a difference (including your UX

Team ).

• Align what UX does to a business goal. Choose a metric to measure baseline and end-goal.

• Bring every conversation back to that metric.

• Share the progress regularly and give access to everyone in your team to view it in their own time.

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Pirate Metrics

Acquisition Activation Retention Revenue Referral

Source: Master of 500 hats - Dave McClure’s blog

From leads to trying out product

From new user to returning

From returning user to paying

From paying user to advocate

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Empowering your UX TeamThank you!dnys twn@gmai l . com | dse t ia . com |

@dse t i a_1