ux india 2014 | keynote | ux strategy: organizing for innovation

@liamfriedland | UX India 2014

UX Strategy: Organizing for Innovation

I have yet to see any problem—however complicated—which when looked at in the right

way did not become still more complicated. -Poul Anderson

@liamfriedland | UX Strategy: Organizing for Innovation

Acknowledgement

The ideas and content in these slides are the result of a 14 year long creative collaboration with Jon Innes. Over the years Jon and I have had many lengthy and animated discussions on the topics of UX strategy, leadership, management, and tactics. The fruits of our chats have resulted in a series of tutorials, workshops, and presentations that have been delivered at CHI, UXPA, UX Strat, IXDA, and now UX India. Any errors in these slides are entirely my own.


Part 1

Taking a systems perspective on your organizations

Design as an innovation activity for organizational renewal

1

2


What are systems?

Interrelated configuration of parts or components (structures) that

cooperate in processes (behavior)


Understanding and analyzing systems

System forces Boundaries Inputs + Outputs Interactions Encapsulation Overlap Redundancy Similarity Synergy Friction Divergence Dependency

Outside in

Inside out


Different perspectives broaden the discussion More systematic

Innovation should be influenced by multiple perspectives


Disciplinary lenses as blinders Less systematic

Developers Designers PM QA

Developers As seen by

Designers As seen by

PM As seen by

QA As seen by


UX

Develop a systems perspective on UX outputs

Formative Research

Summative Research

Interaction Design

Information Architecture

Visual Design

Concept Prototyping

Market Research

Innovation Mgmt.

Project Mgmt.

Support Subject Matter Experts

Documentation

Brand

Quality

Marketing

Sales

Engineering Product Mgmt.


Work across boundaries

Organizational Dynamics Who What Needs Concerns Red-flags Influencers


Part 2

Taking a systems perspective on your organizations

Design as an innovation activity for organizational renewal

1

2


Innovation Taxonomy: 3 types

Transformational

Adjacent

Core

Based on Nagji & Tuff | HBR | May 2012


Innovation Taxonomy: A systematic renewal process

UX to 2000

UX to 2001-2014

UX futures?

Based on Keeley, Walters, Pikkel, R., & Quinn | Ten types of innovation: The discipline of building breakthroughs | 2013

CO

NF

IGU

RA

TIO

N Make

money Profit Model

Join with others to create value Network

Align your talent and assets Structure

Develop + create your offerings Process

OF

FE

RIN

GS

Differentiate your products + services Product Performance

Create complimentary products + services Product System

EX

PE

RIE

NC

E

Ensure + enhance the value of your offers Service

Connect offerings with customers Channel

Represent your offerings and business Brand

Foster distinctive experiences Customer Engagement

Installed base, Ad-supported, Auction

Open innovation, Mergers

Outsourcing, Talent systems

Lean, Strategic design, Standardization

Ease of use, Engaging functionality

Integrated offerings, Platforms

Try before buy, Concierge, TXM

Flagship store, On-demand

Co-branding, Brand extension

Process automation, Personalization


Build an innovation culture

Innovation as part of the organization

Innovation at the core of the organization

Innovation integral to all aspects of the organization

Adapted from DMI


Scale by creating semi-autonomous holons or teams

Feedback Feedback Feedback


Plausible futures

Design future scenarios for innovation

Preferable futures

Probable future

Social

Environmental

Political

Technological

Economic

Competitive

Today


Design thinking: Everything as an experiment

Look at what is really happening, not what you hope should happen

1. Observe 2. Design

4. Test 3. Prototype