experience design is a team sport
DESCRIPTION
Leslie Fountain's talk from NUX3 Anyone can design experiences, the difficulty lies in designing and creating great user experiences – the latter requires a variety of disciplines and skills. This can prove difficult as we see departments and disciplines fighting over ownership of the ‘customer experience’ from design and IT through to marketing and branding. But designing great experiences is a team sport requiring responsive rugby squads rather than process driven relay teams. In this presentation Leslie will discuss why UX teams should look beyond the obvious UX players and create cross-departmental rugby teams. http://nux3.co.uk/speakers/leslie-fountain/TRANSCRIPT
London | Norwich | Singapore
Experience Design is a team sportNUX 2014
November 2014
Leslie Fountain – Managing Director
@LjkFountain
London | Norwich | Singapore
Anyone can design
experiences...
@Ljkfountain @NUX3
But great experiences require a
variety of skills and disciplines
@Ljkfountain @NUX3
We are at a crossroad
@Ljkfountain @NUX3
What do I know?
Ergonomics and Human
Factors in the 90’s
Optimising human
performance at work & play
Designing for functional &
emotional needs
MD of Foolproof, Europe’s
largest experience design
agency
@Ljkfountain @NUX3
We do not design this...
We design this...
“That process felt really
quick and easy, I’d
recommend it to a
friend”
Experience Design (XD)
— A design practice
focused on human
outcomes
— Particularly the level
of engagement and
satisfaction
— Is relevant to the
user’s needs and
context
@Ljkfountain @NUX3
1. Embrace other disciplines
@Ljkfountain @NUX3
Lead by example by actively
listening to others
@Ljkfountain @NUX3
1. Embrace other disciplines
2. Look beyond the usual suspects
@Ljkfountain @NUX3
The usual suspects
@Ljkfountain @NUX3
Visual designer
UX researcher
Front-end
developer
Interaction designer
Information architect
Developer
Designer
IT &
Analytics
Consultant
Market
research Project
ManagerAccount
Manager
Your bigger, badder team
Content
strategist
Medical
expert
https://www.flickr.com/photos/good_day/
Look at things...
from a different perspective
“Common sense is the collection of prejudices acquired by the age of eighteen.”
Albert Einstein
@Ljkfountain @NUX3
—@Ljkfountain @NUX3
1. Embrace other disciplines
2. Look beyond the usual suspects
3. Facilitate better conversations
@Ljkfountain @NUX3
@Ljkfountain @NUX3
The user experience
Business strategy
+
Brand position
What the customer sees & feels
XP toolkit
— Current state experience
— Experience vision and
principles
— Experience roadmap
— Experience KPIs and
dashboard
Tim Loo
Strategy Director
@timothloo
@Ljkfountain @NUX3
1. Embrace other disciplines
2. Look beyond the usual suspects
3. Facilitate better conversations
4. Captain cross-departmental rugby teams
@Ljkfountain @NUX3
Legacy business models cannot keep up with the
fast pace of digital
@Ljkfountain @NUX3
Lean and agile UX is great for start-ups
...but how does it work for businesses over
100 years old?
@Ljkfountain @NUX3
Lean/agile UX principles
1. Early customer insight & validation
2. Collaboration & colocation
3. Cross-functional teams
4. Nimble design & continuous improvement
5. Shared understanding
6. Making over analysis
7. Getting out of the ‘deliverables’ business
8. Measuring KPIs
@Ljkfountain @NUX3
Moving from process-
driven relay teams
...to cross-
departmental rugby
teams
1. Embrace other disciplines
2. Look beyond the usual suspects
3. Facilitate better conversations
4. Captain cross-departmental rugby teams
5. Bring them on your journey
@Ljkfountain @NUX3
No, really, collaboration
Encourage feedback
and questioning, you’ll
thank me later
Which path will you take?
@Ljkfountain @NUX3
Join me on this new path
1. Embrace other disciplines
2. Look beyond the usual suspects
3. Facilitate better conversations
4. Captain cross-departmental rugby teams
5. Bring them on your journey
@Ljkfountain @NUX3
What will you do differently
What will YOU do differently?
@Ljkfountain @NUX3
London | Norwich | Singapore
Thank you
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