why you should build a ux team
TRANSCRIPT
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Why you should build a UX team
Jesmond Allen @jesmond
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Yay!UX is having its day
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“Customer value = business valueJeff Gothelf,Co-author Lean UX
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“Good user experience is clearly good for business. Studies show that companies that invest in UX see a lower cost of customer acquisition, lower support costs, increased customer retention and increased market share…
Forbes.comUX is Good for Business, Nov 2015
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“Digital transformation is about moving from organization-centric to customer-centric
Gerry McGovernCEO, Customer CarewordsAuthor,Transform: A rebel's guide for digital transformation
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“We need partners to work with us, not for us
Tracy DoddsHead of Digital ServicesBristol City Council
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Business drivers
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Image: Jackie O https://flic.kr/p/9dbkFg
1Customer expectations
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“An internal team that lives and breathes the organisation are much better set up to respond to shifting business and user priorities
Ben Whitehouse Head of Web, JISC
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2Brand
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“Branding is what people say about you when you are not in the room
Jeff BezosFounder & CEOAmazon
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“The digital estate is the brand offering
Matt HallHead of UX and Digital DeliveryNationwide Building Society
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Image: Keith Cooper https://flic.kr/p/dK2oa7
3Cost
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konceptapp.com/blog/2015/12/03/how-much-would-you-pay-to-save-a-product-with-bad-UX/
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4Intellectual property
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“Outsourcing user research is like outsourcing your vacation
Jared Spool CEO/Founding PrincipalUser Interface Engineering
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Image: https://pixabay.com/photo-1285364/
Bringing UX in-house
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1Image: https://www.flickr.com/photos/upnorthmemories/2228550404
Put user experience at the heart of your company strategy
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Set a vision for customer experience
www.gov.uk/design-principles
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Embed user insights into your decision-making
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Move from individual touch-points to considering the whole journey
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2Build design capability
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“You have to invest in UX in order to put the customer at the heart of the interaction
Jennie Blythe Head of Ecommerce and Customer ServiceWhistles
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http://www.meldstudios.com.au/2016/08/09/how-our-skills-matrix-supports-candid-conversations-with-staff/
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Image: https://commons.wikimedia.org/wiki/File%3ASimple_balance_scales-01.jpg
Customer expectations
Brand
Cost
Intellectual property
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UX capability
Company strategy
UX vision
Omni-channel journeys
Digital brand Multi-disciplinary teams
User-centred design processes
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Better promise, more value Image: Stuart Tayler and live|work
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Jesmond AllenUX Consultant
[email protected]/in/jesmondallen www.slideshare.net/JesmondAllen
Any questions?