ux australia 2016

@amir_ansari @dius_au #UXAustralia

A journey from building products right to building the right products

(Aug 2016)


dius com au careers

We’re hiring!(Senior UXer - Sydney )


PrefaceSome context


WHY?

Build the right product!


“There is surely nothing quite so useless as doing with great efficiency what

should not be done at all.”

Peter Drucker (1963) - Managing for Business Effectiveness


9093 Kettle | Alessi


9093 Kettle | Alessi

It doesn’t pour until you take the bird out — which you can’t because hot steam is bubbling out of the spout. ft.com


OXO Good Grip Measuring cup


Are you currently working on a product? (n=134)UX Aus 2016 Live Poll


Is your product the right product for your users / customers? (n=119)UX Aus 2016 Live Poll


Doing agile before agile was popular“ Since you helped

us release, we’ve had 100% uptime!

“Quality baked in“Goal is to always reduce waste“

Supplementing existing teams“The ‘Good guys’ promoting agile by doing“

Made teams hum“


CI | CD | TDD | XP | Microservices


Build products right!


We just trusted that the client knew the product they wanted

was the right product“ Didn’t really go

looking for customer / user

insight

“We were being

lead as opposed to leading

“Got the brief, but didn’t ask the why questions“

Designers - give us the magic, we need something to build“Photoshop files would be

thrown over the fence“

Didn’t engage with end users“


Didn’t always build the right products


Chapter 1

Building a foundation


Chapter 2

Growth and experimentation


… one year passess by


Challenges

● Not brought in early enough

● HCD included after the idea was set

● Not ‘really’ building the right product

● No formal integrated approach


INWARDOUTWARD

Inductions

Sales team

One on ones

Brown bags

Billable

Overservice

Blogs

Client brown bags

Meetups

Conference talks

Sponsorships

Rebrand

Consult

Thought leadership

Brand awareness

Cred / trust

Coach / upskill

Process

Pairing

Pre-sales

Increased demand

Hire Use withinGrow!!!


Kao’s wants to engage its employees,

customers and all stakeholders to form brand advocacy through training and education, to

aid in the increase of sales.


Kao’s wants to engage its employees,

customers and all stakeholders to form brand advocacy through training and education, to

aid in the increase of sales.We want a training

platform please!


Research


Technology won’t solve your problem.

Consider experimenting with a tweak in your business model.

We recommended ourselves out of a gig!

Our recommendation


Would you also like a UXer?


Would you like help with...


ConsultantClient engagement Client

Q. Q.


Chapter 3

Setting a framework


… another year passess


● Agreed vision

● Value proposition

● Understanding of or access to customer

● UX baked in and co-leads inception

Non-negotiables


What (non UX / UCD) tools or techniques do you use to help you build the right products? (n=116)UX Aus 2016 Live Poll


The ideal engagement!Client● Early stage of product lifecycle● Appetite to be challenged● Trust and want to reduce waste

Team structure● Product champion● Co-located and X-functional● We lead or co-lead with client

Business problem● Not sure what the problem is● Not sure what product to build


Lifting the bar re what it means to

have UX baked in, for everyone“ We start with understanding the

business and customers

“Gettings better, say no to client's

briefs or push back“Asking the questions upfront and early as not to waste the client's

time or money

“Spending more time upfront getting the product / market fit right“

Pushing for a product mindset,

not project!“


Starting to build the right products!


Ongoingchallenges

● Post engagement

● Poor client analytics

● We don’t all question the product

● Product Ownership

● Client ‘project’ mindset

● Don’t tell me my baby’s ugly! (the IKEA effect)


● No plan? That’s OK!

● Growing a capability is easy… if…

● The right team, right mindset, right time

● Clients need help with value prop and vision

● Outcomes sell, not roles

Learnings


● No plan? That’s OK!

● Growing a capability is easy… if…

● The right team, right mindset, right time

● Clients need help with value prop and vision

● Outcomes sell, not roles

Learnings

It’s about products, not projects


Can I have one of your front end devs

for 3 months to build this dashboard.


No! First, you need one

of our consultants to understand your

customers’ needs and validate the idea!


THANK YOU

@amir_ansari@dius_au#UXAustralia

In every industry we see endless stories of failed launches, ill-conceived projects, and large-batch death spirals. I consider this misuse of people’s time a criminally negligent waste of human creativity and potential.

Eric Ries - The Lean Startup


Questions Net Votes

How do you schedule ux process into Sprint timeframes? 10

Do you have designers embedded in sprints or do separate design sprints 10

How do you manage stakeholders that believe they have the answers? 9

How do you put a monetary value on your "ux"? 8

What makes a good product owner? 7

What's your most awkward moment when telling a lucrative client that what they are looking you to build is just the wrong thing!

7

How do you deal with clients that already have that idea in mind? 7

How can we convince sales people to stop upselling French fries? 6

Questions?

UX Aus 2016 Live Poll


Questions Net Votes

How did you get people to understand the value of ux design in addition to ba's 6

Would you do anything differently if you were within an organisation as opposed to a consultancy? 5

How do you get senior leadership to care about this type of approach in a developer driven environment? 4

How do you deal with client teams who are smarter/more experienced than your team? 4

How do you get client to pause development until the problem/solution has been UXed 4

How many internal battles did you have to fight to get this approach adopted? 4

What was the biggest challenge during change? 4

Part of building the right product is coming up with the right solution from the research; can you tell us a bit about your ideation process after research synthesis?

3

Questions?



Questions Net Votes

Do you guys only build soft products? Or physical prods too? 3

How do you get your consultants on the ground to advocate your design philosophy and ask the right questions? 2

Do you get to follow through on on projects with user testing to release/implementation? 2

What effect did the Kao business model tweak have? 2

Instead of building products, what about killing features in bloat-ware? 2

What would you have done differently? 2

Questions?
