The UX Strategy*A Strategic Approach to User Experience
IT ManagementFinal
*This is an IT only presentation – information within this deck will be reviewed with business.
UX Strategy Team2
Our TeamCross Team Representation
BOSSJohn Haley
DATA Shelley Gehrman
ADS - SASJoe Nestlerode
Committee Members
ARCHITECTURE Lloyd Schenewerk
ADS - CAT Mike Jones
UX Strategy Team3
DefineScope of UX Strategy, Definitions
AlignBusiness Strategy, BPM, SOA, Architecture, Data, PMO, Testing
OrganizeStructure, Governance, Execution
Guide IT organization and define adoption of intuitive user experience impacting our organizational processes, structure, and skills.
Our Charter
TransformDevelop staff, Grow, Evolve
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People & Process
Scope of UX Strategy2 Components
AFocus on User
Experience
ToolsBNew
TechnologyPatterns
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Creating a better experience for our users
AFocus on User Experience
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USER EXPERIENCE
The aim of usability is to make the user interface easy to use whilst the aim of user experience to make the user happy before, during and after using the interface.
User ExperienceWhere Technology meets Psychology
USABILITY
User Interface is the vehicle, Usability is the science and User Experience is the emotion.
When done properly, user experience effectively enhances the relationship between the user and the brand. This is because true user experience goes far beyond giving customers what they say they want, or providing checklist features
USERINTERFACE
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The Importance of User Experience
User experience (UX) has become a critical factor in customer and workplace satisfaction
40% of people will abandon a web page if it takes more than three seconds to load. A study of Fortune 500 websites showed an average load time of 6.5 seconds.Source: Hubspot.com
The industry is going to the “Experience First” methodology, which is a proven methodology for improving customer satisfaction.
Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases.Source: Parature Customer Service Blog
“User Experience” is becoming a key differentiator In the industry.
89% of consumers began doing business
with a competitor following a poor
customer experience.Source: RightNow
Customer Experience Impact Report 2011
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• Sold 8,000 in 48 days
• Microsoft spent 2 years and over 1 billion dollars
• No Apps, No Games
45%Lorem Ipsum Dolor Sit Amet
Apple
iPhoneMicrosoft
Kin
Verizon Stopped
Selling it after 48 days and
returned unsold phones
• Sold 600,000 preorders in 24 hours
• Apps and Games• Highly praised
interface
Over 421 Million Units
SoldTo Date
User Experience is a Competitive Advantage
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Steps to a better User Experience Experience First Model
User Stories
USER STORIES
Captures what a user
does or needs to do as part of his or her
job function
What does the user...
EMPATHIES Fictitious characters represent
user communities in order to solve design
questions
PERSONASVisual guides
represent skeletal
frameworks of a website
WIREFRAMES Interactive models simulate eventual working
systems
PROTOTYPES
PLANNING PHASE
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Persona Groups
Persona 1Back Office
Persona 2FA Mobile
Persona 4Customer
Persona 5Call Center
Persona 3Front Office
Persona 6Middle Office
Brokerage
Persona Groups Definition
A persona group is intended to identify a subset of a total user population that share the same goals and behaviors and might use a site, brand or product in a similar way
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OUTLINERecommend tools for
each phase of the Experience First Model
DEFINEDefine the process for the Experience First
Model
ENGAGEEngage with business leaders to review recommendations
How will MarkIT be leveraged for Wireframes going forward?How could these new processes/steps impact project timeline and cost?Will the Business Process workflow teams be stewards of User Stories?Vendor Products – What is the strategy to provide common look and feel (e.g. BondDesk, Caliper)
Define UX Strategy - Next Steps
questions
• Who owns each phase (business, IT, both, team)?
• Funding of each phase?• Roles included?• Impact on roles and existing
responsibilities?• Lifecycle reconciliation
(PMO)
• How will UCD be expanded to meet demand?
• Review Glossary
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New Technology Patterns & ToolsB
The Tools to build Modern Applications
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The UXi PatternSocialization and Education
The Pattern ReferenceThe User Experience (UX) Interface pattern describes principles and technologies for delivering application interface functionality to end users through web browsers and connected devices. This pattern creates Rich Internet Applications, Single Page Applications, Widgets, and web pages, based on Responsive Web Design. The User Interface (UI) is focused on delivering an integrated and consistent functionality, enhancing the end user’s experience and workflow — not a single business system from UI to data.
This pattern will utilize, but not contain, the following areas of business systems: • Domain Services• Business Process Management• Business Rules Engine
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The UXi PatternSocialization and Education (Page 2)
• Deliver content and functionality to end user based on the screen resolution and device capabilities.
• Adapt to the delivery medium without user intervention.• Aggregate backend services, workflows and processes into an intuitive, highly
integrated UI that focuses on user experience, productivity and ease of use.• Utilize standards based web technologies including
HTML5, CSS3, and JavaScript.• Provide a single architectural pattern, style and technology
stack for all UI needs on all connected devices and browsers.• Exclude proprietary thick technologies such as Adobe Flash,
Microsoft Silverlight and Java applets. • Modernize our UI technology skillsets to state of the art.• Lay the foundations for a competitive and highly flexible
UX technology practice within WBR.• “Responsiv e Design” Techniques• “Decision Tree” Usage when Uxi appropriate
The focus of this UX Interface pattern is to:
UX Strategy Team15
DefineScope of UX Strategy, Definitions
AlignBusiness Strategy, BPM, SOA, Architecture, Data, PMO, Testing
OrganizeStructure, Governance, Execution
Guide IT organization and define adoption of intuitive user experience impacting our organizational processes, structure, and skills.
Our Charter
TransformDevelop staff, Grow, Evolve
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Define Use BPM Coach vs. “Jackbe” or “Presto” or other code base
choice (tertiary solution) – decision tree for when to
use each?Collaboration
between BPM, UX and Architecture
teams.
PATTERNSocialization
ConsiderEnterprise Playbook
How do changes impact each roleHow do changes impact process
UX ROADMAPTechnical Plan
Device StrategyOrganizing Alignment
Training StrategyTPM Alignment
Organize UX Strategy - Next Steps
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Assign Persona Group Owners
02Persona Groups
Persona Owners:•Champion Projects within the Persona•Govern platform(s) and/or device(s) used by the Persona•Work closely with other Persona owners to establish standards and best practices across Personas.•Serve as member of the UX Steering Committee to determine the future direction of UX.•Establish business relationship with business leaders for the Persona•No reorganization of contributor staff at this time•Eventually Persona expansion to WBR level.•The breakdown to the left is a current assumption and requires further thought and conversation with the business
Persona 1Back Office
Persona 2FA Mobile
Persona 4Customer
Persona 5Call Center
Persona 3Front Office
Persona 6Middle Office
Brokerage
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Execution is EverythingUX Governance Structure4th QTR of 2013 (dotted lines future)
01Strategy Team
03UX Competency Team
Capability Team LeadSolution ArchitectStrategy Architect
Analyst(s)Developer(s)
05FA Mobile
Front OfficeRetail (eBrokerage)
Call CenterMiddle Office Back Office
App Delivery Teams/Owners
02Steering Committee ChairWBR ArchitectureFA Mobile PersonaFront Office PersonaMiddle Office PersonaBack Office PersonaCall Center PersonaClient PersonaBusinessData, Test & PMO reps
Steering Committee 04UX Competency
Team
Business/User Centered
Design (UCD)
Until we have closed any pending action items (including vetting our recommendation with the business) and confirmed that the business is on board, we would ramp up the larger Steering Committee.
Competency Team:•Cross section of technology teams represented•Serve as a “center of excellence” for UX working with UX projects to guide on processes, tools and technologies.•Evaluate standing processes, tools and technologies to determine gaps or recommend changes to the UX Steering Committee (rapidly changing space)•Primary liaison to User Center Design•Roadmap planning with Architecture•Team has already assembled
Steering Committee:•Senior decision making body for UX•Meets regularly to evaluate and evolve the UX organization, pattern and tools to ensure proper UX adoption.•Reviews all UX candidate projects•Defines the development and training plan UX resources•Ensures proper governance of UX development •Evaluates the recommendations of UX Competency Team•Coordinates with other Pattern Steering Committees (SOA) as needed.•Provides periodic progress updates to Sr Leadership
Strategy Team:Vet scope and recommendations with Technology LeadershipEngage business leaders to ensure strategic alignment
UX Strategy Team19
DefineScope of UX Strategy, Definitions
AlignBusiness Strategy, BPM, SOA, Architecture, Data, PMO, Testing
OrganizeStructure, Governance, Execution
Guide IT organization and define adoption of intuitive user experience impacting our organizational processes, structure, and skills.
Our Charter
TransformDevelop staff, Grow, Evolve
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RESTATEAlignment actions throughout earlier
part of deck- Business Alignment
MEETINGWITH BPM to discuss Coach
MEETINGwith SOA Strategy
PRESENTProgress and
further recommendations
in next forum.
Align UX Strategy - Next Steps
UX Strategy Team21
DefineScope of UX Strategy, Definitions
AlignBusiness Strategy, BPM, SOA, Architecture, Data, PMO, Testing
OrganizeStructure, Governance, Execution
Guide IT organization and define adoption of intuitive user experience impacting our organizational processes, structure, and skills.
Our Charter
TransformDevelop staff, Grow, Evolve
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UX Representatives now available
Training – 1 round
Training existing staff thru engagment of UX Compentency Team (for now)
Maintenance of UX pattern
Transform
Adapting to NextGen recommendations
Longevity of funding UX vendors (MarkIT)
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Progress to Date
Make an Impact
New Development Pattern
Train on Development Language
Define Holistically, Technology & Process
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Glossary Of Terms
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Glossary
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Glossary
http://uxpa-uk.org/resources/glossary-of-terms
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Thank YouFor your participation