what the *ux?!? a structured approach to tackling ux strategy - steve denning and abi renyolds
TRANSCRIPT
Stephen Denning – UX Director @steve_denning Abi Reynolds – Principal UX Consultant @abijreynolds
22 June 2015
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What the *UX?!? A Structured Approach to Tackling UX Strategy
#uxpa2015 @uservision
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Your hosts for this evening… Abi @abijreynolds
Steve @steve_denning
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Who’s in the room…
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150+ years experience
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DirecHng
Managing
Researching
Designing ConsulHng
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Size of UX team
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12 UXPA 2015 hQp://www.briHsh-‐sign.co.uk/briHsh-‐sign-‐language/
Introduce yourself…
Tutorial Aims
• To think about what UX Strategy means today
• To consider the challenges of implemenHng UX Strategy
• To work through a framework for creaHng and developing UX Strategy in your company
• To develop a roadmap/acHon plan to mature UX in your organisaHon
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PresentaHon Htle / Footer text 14
Our journey here
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The Challenges of Embedding UX
EducaHon & Awareness Business Alignment Proving the Value IntegraHon
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Services are o`en created from the inside out – only considering the customer experience at the end, making the experience a consequence, rather than an intenRon.
UXPA 2015 hQps://hbr.org/2009/06/a-‐framework-‐for-‐building-‐custo.html
We should think about the customer experience first and build from that. This makes the customer experience intenRonal rather than consequenRal.
UXPA 2015 hQps://hbr.org/2009/06/a-‐framework-‐for-‐building-‐custo.html
UX – U = X Developer-‐driven experience
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UX – U = X Product-‐driven experience
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UX – U = X HiPPO-‐driven experience
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UX ≠ UI
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Source: www.helloerik.com/ux-‐is-‐not-‐ui UXPA 2015
= UX Strategy
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28 Source: Google UXPA 2015
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Product UX Strategy vs
InsRtuRonal UX Strategy
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What does UX Strategy mean to you?
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Why UX Strategy? � Clearly communicates where you want to be
� States processes and acHviHes need to set up or improve
� ArHculates job roles and responsibiliHes � Provides a set of guidelines and principles to steer processes � Educates and raises awareness � Allocate budgets
Puts the User and Insights at the Centre of the Process
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Framework
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PresentaHon Htle / Footer text 33
Vision Landscape Roadmap Measure
“Where do we “Where are we “How do we get “How will we know want to get to?” now?” there?” if we’re successful?”
Vision
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“Where do we want to get to?”
What is a UX Vision?
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“A clear statement of forward-‐looking intent.” “A desired end-‐state.”
What?
Why?
UX Vision statement
Roadmap
Who?
When?
How?
Cra`ing the Vision
1. Apply the UX lens to the organisaRonal vision
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UX
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Useful
Desirable Usable
Valuable
Credible Findable
Accessible
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2. Pull in the elements of the UX
Source: Peter Morville
Cra`ing the Vision
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3. Create the UX Vision
Source: yourdicHonary.com
Cra`ing the Vision
� Short
� Specific
� Unambiguous
� Simple
� Avoid being too specific
� Avoid being to generic “The best vision will be clear about who you as well as who you wish to become.”
Landscape
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“Where are we at the moment?”
Push/Pull Factors
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What is holding you back? What is pushing you forward?
Integrated
Managed
Recognised
Informal
UX Maturity “How established is UX in our organisaRon?”
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Roadmap
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“How will we get from A to B?”
PresentaHon Htle / Footer text 43
Building the team
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UX
Product
CX
Digital
MarkeRng
Agile
Measure
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“How will we know if we are successful?”
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UXPA 2015 47 Source: Arron Walter UX maQers
Wisdom
Knowledge
InformaHon
Data
Key Performance Indicators
Purpose
Timescales
Benchmarks
AcRons
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Key Performance Indicators Strategic Web (AnalyRcs/SEO) Financial/sales Support Social Campaign UX/Usability
� Usefulness � Findability � EffecHveness � Efficiency � SaHsfacHon
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Vision Landscape Roadmap Measure
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55 North Castle Street Edinburgh EH2 3QA United Kingdom Tel: 0131 225 0850 @UserVision
www.uservision.co.uk [email protected]
Stephen Denning – UX Director @steve_denning Abi Reynolds – Principal UX Consultant @abijeynolds
22 June 2015