Presentation by Jon Innes and Liam Friedland at UX STRAT 2013

1. UX
Strategy
and
Organiza0onal
Synergy
Jon
Innes
+
Liam
Friedland
11
September
2013

2. Strategy
&
The
Learning
Organiza0on
To
endure
an
organiza0on
must
learn
and
adapt
The
Learning
Organiza0on
Strategic
planning
perspec0ve:
• Will
be?
Group
learning
Mentoring
(1
to
1)
Individual
learning
• Should
be?
• New?
• Abandon?
From “Management: Tasks, Responsibilities and Practices” by Peter Drucker
UX INNOVATION LLC
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3. Impediment:
Organiza0onal
Tribalism
Developers
Designers
PM
QA
As
seen
by
Developers
As
seen
by
Designers
As
seen
by
PM
As
seen
by
QA
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3

4. Collabora0on:
The
Key
• Step
outside
of
your
office
• Big
picture
perspec0ve
• Define
strategy
for
influencing
• How
do
you
work
with
other
groups
in
your
company?
• Cul0vate
allies
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5. Strategically
Inves0ng
in
Rela0onships
Outsiders:
New
ideas
and
ways
of
working
Serve
adjacent
rela0onships
within
the
business
Serving
exis0ng
rela0onships
within
the
business
Transforma0onal
New
rela)onships
that
don’t
yet
exist
Adjacent
Expanding
from
exis)ng
rela)onships
into
new
ones
Core
Op)mizing
rela)onships
with
current
partners
60%
UX INNOVATION LLC
30%
10%
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6. Pathway
to
Collabora0on
• Individual,
group,
commibee?
Stakeholder
• Approves
or
supports
the
change?
Role
Needs
&
Reac0ons
Goals
&
Plans
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• Ac0ve,
passive,
fence-­‐siber,
in
opposi0on?
• Expecta0ons,
red
flags,
hot
bubons?
• Visible
support,
part
of
the
change?
• Directly
or
indirectly
involved?
6

7. Ques0ons
Defining
UX
Strategy
Forma0ve
Idea0on
• What
is
the
problem?
• Who
is
the
user?
• What
are
the
possible
solu0ons?
• How
exactly
might
these
solu0ons
work?
• Does
the
solu0on
meet
users
expecta0ons?
Summa0ve
• How
do
we
measure
success?
UX INNOVATION LLC
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8. Systems
Thinking
Defines
UX
Strategy
Forma0ve
Research
Forma0ve
Informa0on
Architecture
Interac0on
Design
UX
Visual
Design
Concept
Prototyping
Summa0ve
Research
UX INNOVATION LLC
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9. Systems
Thinking
Defines
UX
Strategy
Forma0ve
Research
Informa0on
Architecture
Idea0on
Interac0on
Design
UX
Visual
Design
Concept
Prototyping
Summa0ve
Research
UX INNOVATION LLC
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10. Systems
Thinking
Defines
UX
Strategy
Forma0ve
Research
Informa0on
Architecture
Interac0on
Design
UX
Visual
Design
Concept
Prototyping
Summa0ve
UX INNOVATION LLC
Summa0ve
Research
10

11. Organizing
for
Innova0on
Market
Research
Domain
Experts
Content
Experts
Informa0on
Architecture
Product
Owners
Interac0on
Design
UX
Sales
&
Marke0ng
Engineering
Forma0ve
Research
Support
Project
Management
Visual
Design
Concept
Prototyping
Summa0ve
Research
HCI
Researchers
Adver0sing
Brand
Strategy
Quality
Assurance
Defining the User Experience Function: Organizing for Innovation. Interactions Magazine, 2007
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12. Tac0c:
Collaborate
to
Define
Backlog
Forma0ve
Research
Informa0on
Architecture
Interac0on
Design
UX
Work
with
Product
Owner
to
define
requirements
1.
2.
3.
4.
Conduct
user
interviews
Drag
ini0al
user
stories
Create
ini0al
site
map
Develop
ini0al
wireframes
Visual
Design
Concept
Prototyping
Summa0ve
Research
UX INNOVATION LLC
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13. Tac0c:
Tes0ng
Minimum
Viable
Prototype
Forma0ve
Research
Informa0on
Architecture
Interac0on
Design
UX
Work
with
Agile
team
to
test
MVP
1. Develop
mockups
2. Create
prototype
3. Validate
with
users
Visual
Design
Concept
Prototyping
Summa0ve
Research
UX INNOVATION LLC
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14. Tac0c:
Concept
Pitch
to
VCs
or
Execs
Forma0ve
Research
Informa0on
Architecture
Interac0on
Design
UX
Visual
Design
Concept
Prototyping
Work
with
entrepreneurs
to
develop
a
new
product
concept
or
service
1. Gather
scenarios
2. Wireframe
key
screens
3. Make
’em
preby
4. Build
a
click
thru
Summa0ve
Research
UX INNOVATION LLC
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15. Tac0c:
Re-­‐Architect
a
Product
Forma0ve
Research
Informa0on
Architecture
Interac0on
Design
UX
Visual
Design
Concept
Prototyping
Work
with
VP
products
to
reinvent
a
product
category
1.
2.
3.
4.
Re-­‐imagine
direc0on
Build
mockups
Test
designs
Create
visual
language
Summa0ve
Research
UX INNOVATION LLC
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16. Tac0c:
Integrate
Acquired
Products
Forma0ve
Research
Informa0on
Architecture
Interac0on
Design
UX
Visual
Design
Concept
Prototyping
Summa0ve
Research
UX INNOVATION LLC
Work
with
product
teams
to
integrate
acquired
products
onto
a
plakorm
1. Understand
usage
2. Leverage
&
extend
exis0ng
paberns
3. Develop
new
paberns
4. Skin
it
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17. Strategy
For
Success
• Right
people—right
0me
• Formal
&
informal
channels
• Effec0ve
give
and
take
rela0onships
• Understand
perspec0ves
of
others
• Know
when
to
fight
and
when
to
compromise
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18. Summary
• Func0on
as
a
“change
agent”
• Partner
tac0cally
to
achieve
strategic
goals
• Influence
others
as
part
of
your
“foreign
policy”
• Develop
cross-­‐org
synergies
• Adjust
deliverables
to
align
with
strategy
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