UX coaching done well can motivate the disenchanted and inspire the disconnected. Join Jodine as she shares perspectives from her experience as an ‘outsider’ bringing UX coaching into organizations that have a high demand for UX work but lack the internal expertise. She will also offer some principles for smoothing the coaching journey so that you / your clients can reach a common goal — to give internal teams the experience of engaging directly with customers, and to empower teams to integrate new UX methods into their work with confidence, enthusiasm, and pride.
3. Digital Arts Network
is the TBWA Group’s
global digital capability.
23 full-service offices,
with over 1000
digital specialists.
12 Digital Arts Labs,
centres of excellence
for key capabilities.
8. Case Studies
“The process has
been life
changing.”
“They brought the
business together
around a whole
new way of
working.”
“It’s changing the
way that people
work.”
9. The coaching projects have the
following characteristics in common:
• External consultant going inside /
onsite at an organisation
• Working alongside a dedicated
digital team in house
• For 6 – 12 weeks
Case Studies
11. J
L
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JJ J
G
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J F G
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Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
Demonstrating
Facilitating
Supporting
21. Orientation
What type of work
the team is engaged
in?
Has the
organisation
allocated the right
people?
What kind of culture
or environment is
the team working
in?
22. J
L
C
JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
Demonstrating
Facilitating
Supporting
23. Get them out of their day to day
People are resourced to
coaching – ideally at least
50% of their time.
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Create space for team
members to get away
from their daily
workload.
Support to re-prioritise
workload so they can
focus on learning.
24. Change their physical space
Set up a whole new
dedicated project room.
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Move their workspace
offsite.
Put up new artefacts /
work in progress on
the walls.
25. Build trust
You have acknowledged
their workload.
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You have helped them
acquire time and space
to think and learn.
You have created a
space for the new to
enter.
26. If the team are not available…
You will have very limited
success.
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The team will not have
the headspace to adopt
new methods.
‘New’ things are more
likely to be rejected.
27. J
L
C
JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
Demonstrating
Facilitating
Supporting
Listen
28. Get to know the team
Listen to what they are
saying.
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Spend time formally
interviewing each team
member.
Spend time informally
over coffees, lunch,
discussions.
29. Feel their pain
Empathise and take
note of pain points.
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Validate their
experiences.
Include their issues as
outcomes.
31. J
L
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JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
Demonstrating
Facilitating
Supporting
Evidence
32. Show them how UX practice or
good UX process can help
Demonstrate the value of
UX.
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If they know the value,
then demonstrate the
how.
33. J
L
C
JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
Demonstrating
Facilitating
Supporting
Exposure
34. If they are not already, get them
talking to their users / customers
Role play activities
8/10/16 Commercial in confidence 34
Demonstrate during
real sessions
Observe them doing it
themselves
36. J
L
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JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
Demonstrating
Facilitating
Supporting
Control
37. The team feel a little more armed
with insights and methods to
inform their decisions or their
stakeholders decisions
Ensure they regroup and
debrief with each other
8/10/16 Commercial in confidence 37
Capture their thoughts
on testing with users
39. J
L
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JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
Demonstrating
Facilitating
Supporting
40. Ensure the team has ownership
over all the tools and artifacts of
research
E.g. Survey results,
test scripts, personas
need to be created and
maintained by the team
8/10/16 Commercial in confidence 40
Engages the team
further into the
practice of UX.
Enables the team to
keep going after your
gone.
41. Important they feel the sense
of achievement through
participating directly.
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42. J
L
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JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
Demonstrating
Facilitating
Supporting
43. Part of engagement and ownership
is direct participation and team
collaboration
Be collaborative in your
work with the team
8/10/16 Commercial in confidence 43
Work through
exercises together
Do qualitative data
analysis together as a
group
45. J
L
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JJ J
G
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J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
Demonstrating
Facilitating
Supporting
46. Bring everyone along the journey
as far as possible.
Some people will be
skeptical or resistant.
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Give them time to see
some of the benefits of
UX practice in project.
48. J
L
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JJ J
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J F G
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Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
Demonstrating
Facilitating
Supporting
49. Ease off the support slowly
Ideally they are already
taking the initiative to do
things on their own.
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If not, create
circumstances where
they can give it a go
alone.
51. J
L
C
JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
Demonstrating
Facilitating
Supporting
52. Make it ok to fail and learn
Important there is a high
tolerance for things going
wrong / not according to
plan
8/10/16 Commercial in confidence 52
Important there is a
practice for capturing
the learnings – in daily
or weekly
retrospectives
Encourage an
atmosphere of
continuous learning
and beginners mindset
53. J
L
C
JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
Demonstrating
Facilitating
Supporting
56. Key Principles
Ensure you have the
right conditions to
start with
Listen and act on
their pain / problems
if possible
8/10/16 Commercial in confidence 56
Demonstrate the
value and methods
of UX
Give them
ownership of
process and
artefacts
Slowly ease off
support
Be mindful of
peoples comfort
zones