https://uxdc.us/events/uxdcconf-1

1. Leading in the Golden
Age of UX
March 2019
Christian Bonilla
Sr. Director, Product
UserTesting

2. 2
2019201620142008 2020
Acquired by UserTesting
First job in product
management
Moved to Resonate marketing analytics
–lots more UX
Founded UserMuse
More cool stuff hopefully
TIMELINECHART
About Me

3. 3
FULLWIDTHTEXTSLIDE
The Golden Age of user
experience is here
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How frequently does your company run usability tests?
UserTesting 2018 UX and User Research Industry Survey. n = 2,238

4. 4
FULLWIDTHTEXTSLIDE
Increasing investment and
increasing ROI for UX
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Looking ahead to 2019, how do you think the
frequency of your company’s usability testing
will change?
UserTesting 2018 UX and User Research Industry Survey. n = 2,238
(For C-Level Executives) Please indicate how strongly
you agree or disagree with the following statements:

5. 5
Right systems
Connecting user feedback directly
into the design process
Understanding the
customer
Recruiting representative panels
for usability testing and user
research – especially in B2B
Scaling research and
design
Growing the UX and user
research organizations and
enabling enterprise-wide
customer understanding
THREEICONSLIDE
Where are companies focused today?

6. 6
Support Functions
Customer
Success
Sales & Marketing
Product + UX +
User research
CHARTEXAMPLES:SPECTRUM
UX and user research
activities are
happening in more
departments
Being "customer centric" isn’t a
buzzword anymore. Really big
companies are actually putting it in
place

7. 7
“Democratizing” UX and Research
When companies talk about "democratizing” UX or
research, they usually want to democratize empathy.
(Great idea, but it’s not without risks)
USERTESTING

8. Quick
reminder:
What’s the #1
Rule of
Analytics?

9. 9
Key Distinction
Increased empathy with the customer should help
everyone do their own jobs better – not do your job
USERTESTING

10. 10
More enhancement requests
More people outside the product organization will
be able to point to firsthand feedback in support of
their points
More features to prioritize
With more enhancements added to the backlog,
prioritization becomes more drawn-out and
vulnerable to politics
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Prepare for more
people bringing
“direct customer
feedback” to UX and
product
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More points of view to manage

11. 11
The Big Point
Leadership in the product functions is more important
than ever as more people in the org get customer
context.
You are the insurance policy protecting the business from
bad ideas that sound good.
USERTESTING

12. 12
Enabling Leadership in Product, UX, and
Design

13. UX / Design Product
Research
How can we best help our users do what
they need to?
What are the motivations behind user
behaviors, and how do we appeal to those
motivations?
What’s the right product to bring to
market?
ICONSLIDEWITHOUTBACKGROUND
It starts with
roles and clear
ownership

14. Don’t
confuse
roles

15. The vision thing

16. Analytics ≠ vision
Analytics help optimize UX; they’re
not a substitute for vision
Leaders have to define the product
and UX vision
(Sometimes data makes this harder
instead of easier)

17. 1 2 3 4
17
Build Trust between
UX and Product
Have context
Know the domain and
business context
Be timely
Don’t let design slow down the
development machinery
Show vision
Bring a point of view for the
design – and get everyone on
board
Understand
Be willing to compromise
COMPANYMILESTONES

18. 18
Thank you!