Growing your UX capability - A Journey

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This is a short presentation I recently gave in Sydney, Australia. In this talk I discussed the 5 key elements behind changing the behaviour of our UX team at 3 Mobile. This was a case study discussion, and hence there was far more discussion on the journey, than prescriptive recommendations you can take from these slides. I have a larger presentation on Managing UX Teams which you can find under the "More by user" tab. Enjoy.

Design Technology Business

People First
Maturing your UX team

Dr. Rod Farmer
Director, Mobile Experience
Twitter: @rodfarmer - #aimiaux
AIMIA Digital Future, 24 February 2010

What I’ll be sharing

•My story at 3 Mobile
•Growing a strong UX culture
•Why people matter
•5 things that worked for us

Head of UX / Digital Strategy @ 3 Mobile

UX had some issues ...

•Ineffective collaboration and communication
•Very low moral - withdrawn and under-appreciated
•Extremely creative people exhibiting a severe lack of
creativity
•Very poor team engagement

Fix? Skills-based UX Maturity
http://www.kickerstudio.com/blog/images/ux.jpg

unrecognised No awareness of the importance of User Experience

recognised ad-hoc - Importance of UX has been recognised; Supporting processes are being put in place

considered repeatable - Understanding of ʻgood qualityʼ UX; Importance of user focus

implemented documented - Users are being involved in processes; Build-up of UX skills and technology

integrated managed - UX is fully integrated; process & methodologies are being improved & evolved

institutionalised cultural - Processes are UX-led; UX is fully embedded in culture

Fix? UX Maturity Models

Focus: People-Centric Focus
Source: Symplicit.com.au

Building UX teams

Imagination lies at the heart of creativity
and innovation. If you can’t share that
imagination, you’re simply dead in the water.

Building UX teams

More than skills, tools and techniques,
arguably the most important thing you can
do is to get your people in the right roles

Traditional silos disappeared

UX team feedback signi cantly improved

Signi cant improvements in innovation (measured)

UX buy-in (funding, participation, strategic role)

Industry awards

Signi cant improvement in team healthcheck

12 mth turnaround

If you could engage your design
team like this, what sort of designs do
you think they would produce?

Before: After:
Perfectionistic, Competitive, Aggressive, Avoidance, Still slightly Perfectionistic, Self-Actualised,
Approval, Conventional Humanistic, Afﬁliative

So what did we do?
Well, nothing that special. We just focussed on people first.

1. Go the Gemba
http://gorton-machine.org:8080/family/images/chas_dor/batch4/shop1_large.jpg

Do’ers / Carers / Marshalls / Generals
http://kualistudentux.ﬁles.wordpress.com/2008/09/j0435883.jpg

3. Set the bar: Design and Quality Circles
http://www.ﬂickr.com/photos/bunnyrel/4289783249/sizes/l/

5. Share the magic
http://cf1.themoviedb.org/backdrops/6f4/4c6ebe725e73d65f7c0006f4/penn-and-teller-off-the-deep-end-original.jpg

Finally, Protect and measure culture initiatives

At the end of the day ... People first.
Source: Symplicit.com.au

Follow me on Twitter - I promise to say something interesting every once in a while
@rodfarmer

Mobile Experience
Rod Farmer
Director, Research and Strategy
E: rodf@mobileexperience.com.au

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1. People First Maturing your UX team Dr. Rod Farmer Director, Mobile Experience Twitter: @rodfarmer - #aimiaux AIMIA Digital Future, 24 February 2010

2. What I’ll be sharing •My story at 3 Mobile •Growing a strong UX culture •Why people matter •5 things that worked for us

3. Head of UX / Digital Strategy @ 3 Mobile

4. UX had some issues ... •Ineffective collaboration and communication •Very low moral - withdrawn and under-appreciated •Extremely creative people exhibiting a severe lack of creativity •Very poor team engagement

5. Fix? Skills-based UX Maturity http://www.kickerstudio.com/blog/images/ux.jpg

6. unrecognised No awareness of the importance of User Experience recognised ad-hoc - Importance of UX has been recognised; Supporting processes are being put in place considered repeatable - Understanding of ʻgood qualityʼ UX; Importance of user focus implemented documented - Users are being involved in processes; Build-up of UX skills and technology integrated managed - UX is fully integrated; process & methodologies are being improved & evolved institutionalised cultural - Processes are UX-led; UX is fully embedded in culture Fix? UX Maturity Models

7. Focus: People-Centric Focus Source: Symplicit.com.au

8. Building UX teams Imagination lies at the heart of creativity and innovation. If you can’t share that imagination, you’re simply dead in the water.

9. Building UX teams More than skills, tools and techniques, arguably the most important thing you can do is to get your people in the right roles

10. Traditional silos disappeared UX team feedback signi cantly improved Signi cant improvements in innovation (measured) UX buy-in (funding, participation, strategic role) Industry awards Signi cant improvement in team healthcheck

11. 12 mth turnaround If you could engage your design team like this, what sort of designs do you think they would produce? Before: After: Perfectionistic, Competitive, Aggressive, Avoidance, Still slightly Perfectionistic, Self-Actualised, Approval, Conventional Humanistic, Afﬁliative

12. So what did we do? Well, nothing that special. We just focussed on people first.

13. 1. Go the Gemba http://gorton-machine.org:8080/family/images/chas_dor/batch4/shop1_large.jpg

14. 2. Forget about ideal archetypes

15. Do’ers / Carers / Marshalls / Generals http://kualistudentux.ﬁles.wordpress.com/2008/09/j0435883.jpg

16. 3. Set the bar: Design and Quality Circles http://www.ﬂickr.com/photos/bunnyrel/4289783249/sizes/l/

17. 4. Take a long hard look in the mirror

18. 5. Share the magic http://cf1.themoviedb.org/backdrops/6f4/4c6ebe725e73d65f7c0006f4/penn-and-teller-off-the-deep-end-original.jpg

19. Finally, Protect and measure culture initiatives

20. At the end of the day ... People first. Source: Symplicit.com.au

21. Follow me on Twitter - I promise to say something interesting every once in a while @rodfarmer Mobile Experience Rod Farmer Director, Research and Strategy E: rodf@mobileexperience.com.au

Growing your UX capability - A Journey

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