ux strategy as a tool for design transformation

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UX Strategy as a Kick-starter for Design Transformation

Dr. Lassi A. Liikkanen Digital Analyst Lead @LassiAL

Presented at CHI 2016, San Jose, CA May / 2016

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// WHERE I COME FROM

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Futurice – a Finnish digital vendor delivering services that people love

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Futurice – offering @

LASSIA

L

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Futurice clients

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// MAIN CONTRIBUTION

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What to do if an organization does not any capabilities of UX?

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Importance of sharing •  Very few strategic UX presentations at CHI •  Share ideas of how to enable practical UX

with a UX framework

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// NARRATED STORY

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We got a call from a big company.

We’ve got a few UX problems. Can you come and fix it? Sure thing, do you have the $$$?

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First question we asked What’s wrong? Can you show us?

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Oh. I see. And here, does it hurt here as well?

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We could readily identify more UX problems than they were willing pay for. But, we didn’t fix any.

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We realized asking what/where does your UX suck wasn’t the question

3x2. The description.

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We realized asking what/where does your UX suck wasn’t the question The right question was

why do you have UX problems all over the place?


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And the answer

Strategic plan to enable fruitful UX work over a long term


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// APPROACH TO UX STRATEGY DEVELOPMENT: A CASE STUDY

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The case description A Project assignment •  Client: Multinational corporation

headquartered in Finland •  Excels in engineering products •  Thousands on people in

R&D, also globally

•  3 month project •  2 person team •  Target:

business unit for internal products

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INSTEAD OF UX FIXES … •  Quickly mutually agreeing on what is the problem

worth solving à strategic UX plan

•  5 weeks of interviews with 17 stakeholders •  The paper behind this presentation gives the

details of the outcome proposal for UX strategy


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Process to a create a UX strategy ①  Learn about the environment ②  Analyze situation and find root

causes ③  Co-design a draft of a change plan ④  Fine tune and

align with corporate strategy

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Fertilizing soil for UX // Layers UX

UI of all digital services

Human resources

Design tools & Patterns

Processes of software development

Strategic guidance

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Observations about the environment •  Very process driven organization à everything must have a procedure

•  Complex dynamics between business units à internal client and biz specs dominate

•  C-level buy in for a change project is mandatory to get an access to necessary stakeholders

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Observations about the process

REQUIRE MENTS

DESIGN

DEVELOP MENT TESTING

ß WHY?

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NO DESIGNERS!Lack of internal and external competence

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// OUTCOME : STRATEGY FRAMEWORK APPLIED

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E) STRATEGIC TOOLS

Strategy framework – the guide for change A) HUMAN RESOURCES

D) CHANGE MANAGEMENT

C) DEVELOPMENT PROCESS

F) DATA AND ANALYTICS

B) DESIGNER TOOLS

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•  UX Competences •  UX Roles & responsibilities •  Training

•  Leadership

C) DEVELOPMENT PROCESS B) DESIGNER TOOLS

Without dedicated design resources, it is impossible to improve the UX

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•  Leadership


•  Living style guide •  Grounded user

representations

Regardless who designs, the consistent and usable design requires guidelines

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•  Leadership



representations

Taking user and UX perspective into account needs a place in the development process.

•  User-centered development process

•  Development-to-designer relationships

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E) STRATEGIC TOOLS



•  Leadership


•  Leadership •  Communication •  Co-creation

•  Implementation roadmap





B) DESIGNER TOOLS


representations

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E) STRATEGIC TOOLS

•  UX Design principles •  Design philosophy •  UX Mission statement



•  Leadership








B) DESIGNER TOOLS


representations

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E) STRATEGIC TOOLS

•  UX Design principles •  Design philosophy •  UX Mission statement



•  Leadership








•  Building capabilities •  UX metrics and KPIs

B) DESIGNER TOOLS


representations

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// CONCLUSIONS

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What we’re trying to achieve was this

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Long road to change

•  When we left after 3 months, the work just began •  Organizational change is a matter of years •  à Enabling UX work over long term

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Final deliverable // Illustrated roadmap provided as a printed poster

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The lesson for UX practitioners •  In big companies, find the support from strategic

level •  This will make your life easier in tactical operations

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[email protected] @lassial

Learn more: The paper in ACM DL UX Strategy as a Kick-starter for Design Transformation in an Engineering Company Blog post: sc5.io/posts/sc5-design-strategy-framework/ Also: http://uxpamagazine.org/ux-strategy/

THANK YOU :) Thanks to team members Marco Suvanto and Juho Paasonen

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HUMAN RESOURCES: COMPETENCES

Without dedicated design resources, it is impossible to improve the UX

Key elements - Design or bust

DEVELOPMENT PROCESS: UX INVOLVEMENT

Taking user and UX perspective into account needs a place in the development process.

DESIGNER TOOLS: STYLE GUIDE

Regardless who designs, the consistent and usable design requires guidelines