UXPA 2015 UX Strategy Tutorial
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UX Strategy is a term that has been around for quite a while but is often not really well understood or implemented in business. Some companies have dedicated UX teams while others have a single UX champion who is struggling to make sense or identify what UX means to their organisation. How can organisations start thinking about how to bake UX into how they work? This tutorial at UXPA 2015 in San Diego, CA, took a pragmatic look at deconstructing what UX and UX strategy means to organisations, and looked at a framework to provide practical strategies to help connect UX Strategy to Business Strategy with the aim of truly embedding user insights and user centered design into the culture of their organisations.
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UXPA 2015 UX Strategy Tutorial
- 1. Stephen Denning – UX Director @steve_denning Abi Reynolds – Principal UX Consultant @abijreynolds 22 June 2015 1 What the *UX?!? A Structured Approach to Tackling UX Strategy #uxpa2015 @uservision
- 2. 2 UXPA 2015 Your hosts for this evening… Abi @abijreynolds Steve @steve_denning
- 3. 3 Who’s in the room… UXPA 2015
- 4. 4 UXPA 2015 150+ years experience
- 5. UXPA 2015 DirecHng Managing Researching Designing ConsulHng
- 6. 6 UXPA 2015
- 7. 7 UXPA 2015
- 8. 8 UXPA 2015
- 9. UXPA 2015 Size of UX team
- 10. 10 UXPA 2015
- 11. 11 UXPA 2015
- 12. 12 UXPA 2015 hQp://www.briHsh-‐sign.co.uk/briHsh-‐sign-‐language/ Introduce yourself…
- 13. Tutorial Aims • To think about what UX Strategy means today • To consider the challenges of implemenHng UX Strategy • To work through a framework for creaHng and developing UX Strategy in your company • To develop a roadmap/acHon plan to mature UX in your organisaHon UXPA 2015 13
- 14. PresentaHon Htle / Footer text 14 Our journey here
- 15. 15 UXPA 2015
- 16. 16 UXPA 2015
- 17. May 2015 17
- 18. The Challenges of Embedding UX EducaHon & Awareness Business Alignment Proving the Value IntegraHon 18 UXPA 2015
- 19. Services are o`en created from the inside out – only considering the customer experience at the end, making the experience a consequence, rather than an intenRon. UXPA 2015 hQps://hbr.org/2009/06/a-‐framework-‐for-‐building-‐custo.html
- 20. We should think about the customer experience first and build from that. This makes the customer experience intenRonal rather than consequenRal. UXPA 2015 hQps://hbr.org/2009/06/a-‐framework-‐for-‐building-‐custo.html
- 21. UX – U = X Developer-‐driven experience 21 UXPA 2015
- 22. UX – U = X Product-‐driven experience 22 UXPA 2015
- 23. UX – U = X HiPPO-‐driven experience 23 UXPA 2015
- 24. 24
- 25. UX ≠ UI 25 UXPA 2015
- 27. = UX Strategy 27 UXPA 2015
- 28. 28 Source: Google UXPA 2015
- 29. 29 Product UX Strategy vs InsRtuRonal UX Strategy UXPA 2015
- 30. What does UX Strategy mean to you? 30 UXPA 2015
- 31. Why UX Strategy? „ Clearly communicates where you want to be „ States processes and acHviHes need to set up or improve „ ArHculates job roles and responsibiliHes „ Provides a set of guidelines and principles to steer processes „ Educates and raises awareness „ Allocate budgets Puts the User and Insights at the Centre of the Process 31 UXPA 2015
- 32. Framework 32 UXPA 2015
- 33. PresentaHon Htle / Footer text 33 Vision Landscape Roadmap Measure “Where do we “Where are we “How do we get “How will we know want to get to?” now?” there?” if we’re successful?”
- 34. Vision 34 UXPA 2015 “Where do we want to get to?”
- 35. What is a UX Vision? 35 UXPA 2015 “A clear statement of forward-‐looking intent.” “A desired end-‐state.” What? Why? UX Vision statement Roadmap Who? When? How?
- 36. Cra`ing the Vision 1. Apply the UX lens to the organisaRonal vision 36 UX UXPA 2015
- 37. Useful Desirable Usable Valuable Credible Findable Accessible UXPA 2015 2. Pull in the elements of the UX Source: Peter Morville Cra`ing the Vision
- 38. UXPA 2015 3. Create the UX Vision Source: yourdicHonary.com Cra`ing the Vision „ Short „ Specific „ Unambiguous „ Simple „ Avoid being too specific „ Avoid being to generic “The best vision will be clear about who you as well as who you wish to become.”
- 39. Landscape 39 UXPA 2015 “Where are we at the moment?”
- 40. Push/Pull Factors UXPA 2015 What is holding you back? What is pushing you forward?
- 41. Integrated Managed Recognised Informal UX Maturity “How established is UX in our organisaRon?” UXPA 2015
- 42. Roadmap 42 UXPA 2015 “How will we get from A to B?”
- 43. PresentaHon Htle / Footer text 43 Building the team
- 44. 44 UXPA 2015 UX Product CX Digital MarkeRng Agile
- 45. Measure 45 UXPA 2015 “How will we know if we are successful?”
- 46. UXPA 2015 46
- 47. UXPA 2015 47 Source: Arron Walter UX maQers Wisdom Knowledge InformaHon Data
- 48. Key Performance Indicators Purpose Timescales Benchmarks AcRons UXPA 2015
- 49. Key Performance Indicators Strategic Web (AnalyRcs/SEO) Financial/sales Support Social Campaign UX/Usability „ Usefulness „ Findability „ EffecHveness „ Efficiency „ SaHsfacHon UXPA 2015
- 50. 50 Vision Landscape Roadmap Measure UXPA 2015
- 51. 55 North Castle Street Edinburgh EH2 3QA United Kingdom Tel: 0131 225 0850 @UserVision www.uservision.co.uk hello@uservision.co.uk Stephen Denning – UX Director @steve_denning Abi Reynolds – Principal UX Consultant @abijeynolds 22 June 2015