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.

1. Webinar:
How to Improve Your Company’s UX
Capabilities:
Let Your Methods Drive Your Plan
Jeff Horvath, Principal at Balanced Experience
#uzwebinar

2. Speaker:
Jeff Horvath, Ph.D.
Principal,
Balanced Experience

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. 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. Highlighted Customers

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. 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. 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. Business Value of UX

10. UX is a Top Priority
April 2012 “The State Of Customer Experience, 2012 ”

11. UX as Strategic Differentiator
April 2012 “The State Of Customer Experience, 2012 ”

12. UX Strategy
J. Garrett - The Elements of User Experience: User-Centered Design for the Web (2002)

13. Strategy – too abstract

14. Three Layers
Org
Change
Processes
Methods

15. Three Layers
Methods

16. Start with Methodology

17. You’ve got to fit in

18. Connect with existing methods

19. Roles & Responsibilities

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. One Size Does Not Fit All

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. Staffing Models
10%
…of work load
…of head count
…of development budget
How much?

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. Training & Mentoring

26. Tools

27. Three Layers
Processes
Methods

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. 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. Three Layers
Org
Change
Processes
Methods

31. Now what?
…So now you you know what work do and how to do it.
So what?

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. Pilot Your Methods

34. Develop a Roll Out Plan

35. Find Some Friends

36. Have a Sponsor

37. Become Part of the DNA
UX
UX
UX
UX

38. Three Layers
Org
Change
Processes
Methods

39. Thank You
Contact Us
Jeff Horvath, Ph.D.
President
jeff@balancedexperience.com
608.658.2878
UserZoom
www.userzoom.com
866.599.1550
Twitter: @userzoom
Linkedin: https://www.linkedin.com/company/userzoom