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Building Corporate UX Capabilities


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A recent guest webinar that I did for my friends over at UserZoom. The presentation is about the three levels of building up your corporate UX capabilities - methods, processes, and organizational change. The core of the presentation is on starting from your methods and why that drives most everything else. Hope you enjoy it.

Published in: Design
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Building Corporate UX Capabilities

  1. 1. Webinar: How to Improve Your Company’s UX Capabilities: Let Your Methods Drive Your Plan Jeff Horvath, Principal at Balanced Experience #uzwebinar
  2. 2. Speaker: Jeff Horvath, Ph.D. Principal, Balanced Experience
  3. 3. Quick Housekeeping • Chat box is available if you have any questions • There will be time for Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter hashtag: #uzwebinar 3
  4. 4. About UserZoom • UserZoom offers an all-in-one, multichannel and agile approach to managing digital Customer Experiences. We enable Businesses to cost-effectively plan, research, design, and measure CX and UX on a unified software platform. • Founded in 2007; launched SaaS platform in 2009 • International company, offices in Silicon Valley, Spain, U.K., Germany • 50% of Fortune’s Most Admired Brands
  5. 5. Highlighted Customers
  6. 6. About UserZoom Holistic, all-in-one, approach to CEM 6 1. Listen  Intercept surveys and feedback tabs  Continuously listen to 4. Measure your customer  Web & Mobile VOC  Continuosly Measure Customer Satisfaction 2. Research  Define UX & Usability benchmarks  Scale UX research with online/remote testing capabilities 3. Test & Act  Prototype Testing  Card Sorting & Tree Testing  Cost-effective Remote Usability Testing
  7. 7. UserZoom CEM Platform & Solutions 7 Intercept Surveys Feedback Tabs Mobile App VOC Remote Usability Testing Mobile Usability Testing Card Sorting Tree Testing Screenshot Click Testing Behavioral Data Screenshot Timeout Testing IA Data Survey Responses Usability Data Online Surveys Video Recording VOC & Survey Solutions UX & Usability Solutions Results Access to Quality Panels Customer Success & Enablement Services UX Research & Consulting Services
  8. 8. Agenda 1. UX as a strategic differentiator 2. What every CEO is trying to figure out - HOW to make UX a differentiator 3. Strategies are important, but you need to get work done - start by defining your UX methodology 4. Key elements to consider when defining your methodology and how it fits in – Methods drive the plan - staffing models, tools, training plan, etc. 5. The Three Levels of UX organizational change - methods, processes, change management
  9. 9. Business Value of UX
  10. 10. UX is a Top Priority April 2012 “The State Of Customer Experience, 2012 ”
  11. 11. UX as Strategic Differentiator April 2012 “The State Of Customer Experience, 2012 ”
  12. 12. UX Strategy J. Garrett - The Elements of User Experience: User-Centered Design for the Web (2002)
  13. 13. Strategy – too abstract
  14. 14. Three Layers Org Change Processes Methods
  15. 15. Three Layers Methods
  16. 16. Start with Methodology
  17. 17. You’ve got to fit in
  18. 18. Connect with existing methods
  19. 19. Roles & Responsibilities
  20. 20. UX RACI Model RACI Group Responsible UX team Accountable Product Manager Consulted Software Development, Creative Informed Product Manager, BA, PM, Software, Marketing, Quality Assurance Example: Formative UX Test
  21. 21. One Size Does Not Fit All
  22. 22. Different Methods for Different Situations Enterprise Big Project Small/Maintenance UX Team Role • Own and execute all key UX activities • Review and approve all key UX activities • Provide tools and resources • Available for consultation Methods Used • All core methods • Select optional/advanced methods • All core methods • All core methods Tools
  23. 23. Staffing Models 10% …of work load …of head count …of development budget How much?
  24. 24. Staffing Model What kind? Customer Experience Team Long-term Project Support Team Day-to-Day (remote or co-located) (co-located) UX SMEs
  25. 25. Training & Mentoring
  26. 26. Tools
  27. 27. Three Layers Processes Methods
  28. 28. Now what? …Now you know how to do great UX work. So what? Who decides what work to do? In what order? What’s the time? Budget? Prioritization?
  29. 29. Processes Idea Evaluation UX research required? Yes No Use existing solution? Yes No New Solution No Prioritization– Estimates, Business Requirements, UX Methods / Resources Type of project Appropriate UX Methods Informed Decisions Day-to-Day Day-to-Day (non-technical) SDLC – Small / Enhancement SDLC - Strategic New solution fits with existing framework? Requires code change? No Yes Yes Low UX Involvement High UX UX
  30. 30. Three Layers Org Change Processes Methods
  31. 31. Now what? …So now you you know what work do and how to do it. So what?
  32. 32. Org Change • It’s unlikely that you’ll drastically change the DNA of your organization over night. • But, there are some common steps you can follow to begin the journey.
  33. 33. Pilot Your Methods
  34. 34. Develop a Roll Out Plan
  35. 35. Find Some Friends
  36. 36. Have a Sponsor
  37. 37. Become Part of the DNA UX UX UX UX
  38. 38. Three Layers Org Change Processes Methods
  39. 39. Thank You Contact Us Jeff Horvath, Ph.D. President 608.658.2878 UserZoom 866.599.1550 Twitter: @userzoom Linkedin: