ux strat europe, peter boersma: adding strategists to the ux team

SDL added strategists to a UX team what happened next will blow your mind!

Peter Boersma (@pboersma), UX Strategist at SDL UX STRAT Europe 2015, Amsterdam, June 5 2015

SDL added strategists to a UX team what happened next will blow your mind


SDL brings your brand to the world

and the world to your brand

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POST-PURCHASE

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SDL enables Global Customer Experience Management CXM is the strategy and practice for managing customer experiences online and offline to acquire, retain, and turn customers into satisfied,

loyal brand advocates and ambassadors.

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Digital ExperienceKnowledge

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SDL enables 72 of the Top 100 brands

38countries

70offices

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SDLUX team

SDL UX team from 1992-2009

(before 2009, SDL did not have dedicated UX resources)

SDL UX team in 2009

in 2009, SDL hired a first UX Designer

Philipp&Engel&UX#Director,#Amsterdam#

Branding Colors

Icon Colors

User Interface Colors

by 2013 there were 14 UX designers

Catalin'Timo+i'UX#Designer,#Cluj#

Nikki'Veldhuis'UX#Designer,#Amsterdam#

Adela'Muresan'UX#Designer,#Cluj#

Elske'Schrauwen'UX#Designer,#Amsterdam#

Peter'Boersma'UX#Strategist,#Amsterdam#

Ariel'Vargas'UX#Designer,#Amsterdam#

Fernando'Quiros'UX#&#Visual#Designer,#Amsterdam#

Arne'de'Booij'UX#Strategist,#Amsterdam#

Hristo'Spasunin'Visual#Designer#&#Developer,#Sofia#

Riccardo'Russomanno'Visual#Designer,#Amsterdam#

Carrie'Kim'UX#Strategist,#Sea<le#

Joao'Lopes'UX#Strategist,#Mechelen#

ScoG'Darcy'UX#Designer,#Wakefield#

Brian'Shurtleff'UX#Designer,#Cluj/LA#

Jaap'Jan'van'den'Bosch'UX#Designer,#Amsterdam#

Sander'Viegers'UX#Strategist,#Amsterdam#

SDL UX team in 2013


































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content areausing interaction pattern library

one of the big trends in marketing technology has been the emergence of

a set of “marketing clouds” that incorporate many capabilities from

across this landscape under the umbrella of a single vendor.

Scott Brinker, Chief Marketing Technologist Blog editor http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/

http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/

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SDL UX team in 2015

so we assigned 5 strategists, and today, we have 17 people in our UX team.

UX Strategy Design Thinking,Service Design,

Usage Scenarios,Design Goals, Success Metrics,

Prioritisation of Features

UX Research User Research,

Market Research,Competitive Benchmarking,Instrumentation/Telemetry,

Usability Assessments

UX Design Information Architecture,

Interaction Design,Prototyping, UI/Visual Design

Design Guidelines,Design Specifications

UX Strategy Design Thinking,Service Design,

Usage Scenarios,Design Goals, Success Metrics,

Prioritisation of Features

warning: Venn diagram approaching!

funny

sexycool

UX STRATattendees

Product Management Product (Line) Managers

Product Owners

Engineering Architects,

Developers,Testers, Operations

User Experience Researchers,Designers

UX Strategists operate here

Weekly check-in with Product Line Manager

Present roadmap for feature X to Developers

Bi-weekly check-in with UX Designer

Work with a UX Strategist on a cross-product research initiative

Lunch

Work with Innovation Team on a cross-product capability

Monthly alignment with UX Designer and UI Developer for product Y

Brainstorm with entire product line team on vision for product line Z

Weekly UX Strategist meeting

3 case studies

case study 1

vision development and concept diagram

for SDL MediaManager

UX Strategist: Peter Boersma• information ergonomist

• 20 years experience at interactive agencies

• with SDL since October 2014

• design process freak Peter

miscellaneous

managing images

(not video)intuitive workflow

managing large sets of assets

provide user with insights

integration withother (SDL) tools

global media management

most common usage scenarios

change here

impact here

and here

Lessons LearnedA UX Strategist can help a Product Manager develop a

product vision, by putting customer needs central when discussing the future of the product.

A UX Strategist can help designers and developers focus on the big picture for a product, for example by creating

Concept Diagrams together.

case study 2

Design Thinking for SDL Campaigns

UX Strategist: Arne de Booij• experimental psychologist

• 15 years experience at large corporations

• with SDL since September 2014

• user research is in his bones Arne

product design process

product vision design process

Where are we today?

How useful, usable and beautiful are we

currently?How useful, usable and beautiful are our

competitors?

What are our primary users and what do they

need?

What activities, tools and contexts are relevant?

What are their (met or unmet)

needs?

Who are our internal stakeholders and what

do they need? Why are their(met or unmet)

needs?

What is the business mission and vision?

What is the current product strategy?

What trends in the marketplace are

relevant?

Theatres

Lessons LearnedUX Strategists can impact the product vision

through service design & design thinking activitiesand by including a variety of stakeholders.

Personas and scenarios inspire stakeholders in designing for the right user context.

case study 3

defining and validating the SDL Customer Model

UX Strategists: Peter & Arne

Peter Arne

a comprehensive model to capture knowledge about customers and help map products to their needs

IT admin

buyer (not user)

on-site licence

point-solution

enterprise productivity

marketer

owner & user

cloud subscription

integrated suite

collaboration experience

‘Opinionated Software’ is a software productthat believes a certain way of approaching

a business process is inherently betterand provides software crafted around that approach.

Stuart Eccles, The Rise of Opinionated Softwarehttps://medium.com/@stueccles/the-rise-of-opinionated-software-ca1ba0140d5b

https://medium.com/@stueccles/the-rise-of-opinionated-software-ca1ba0140d5b

user research

feedback from implementation consultants

work with product managers

interviews with marketers

Lessons LearnedPersonas are not the only way to capture knowledge about

customers; UX Strategists need to focus on customer organisation models, roles, and work processes too.

Connections with other departments and customersare crucial for in-house UX Strategists

to get the whole picture and have the highest impact.

case studies summary


Product Owners

Engineering Architects, Developers,

Testers, Operations

User Experience Researchers, Designers


Product Management develop product vision

service designdesign thinking

Engineering focus on the big

pictureprioritise based

on customer needs

User Experience focus on the big picturestart early with personas & scenarios

UX Strategists plan ahead of the roadmap think cross-product

customer knowledge

the future of UX Strategiststeam growth

design thinking cross-product thinking

working closer with product managers developing business models

Citrix

To truly scale design, you have to put the methods of designers into the toolkits of

the people who don’t report to you — product managers, development teams,

business analysts, marketers, account executives, and management

Chris Avore, Product Design Lead, Nasdaq Designhttps://medium.com/nasdaq-design/enabling-design-influence-at-scale-8be18638e1b0

https://medium.com/nasdaq-design/enabling-design-influence-at-scale-8be18638e1b0

Product Management

cross product-line capabilities:single sign-on

telemetrycustomer processes


Product Owners

Engineering Architects, Developers,

Testers, Operations

User Experience Researchers, Designers


UX Strategists at SDL

focus product definition, design & development activities around customer needs.

work on cross-product capabilities and coordinate the associated research, strategy & design work.

introduce Design Thinking in the product definition phase.

SDL added strategists to a UX team what happened next will blow your mind


SDL added strategists to a UX team what happened next will blow your mind!


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Global Customer Experience Management

ux strat europe, peter boersma: adding strategists to the ux team

Design

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