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STRATEGIC UX Rapid experience strategy techniques to help businesses succeed @ultraman [email protected]

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Many companies, in their haste to be first to market, forget the value of good early, strategic design thinking when creating a product or service. This results in mediocrity, and ultimately leads to an unloved brand experience where consumers become fickle and disloyal. Now, whether leading a design team, sitting on the board of directors or starting up a company, UX practitioners have made their way back up the value chain and have been re-empowered to make decisions that really can change the world.My talk talk centers on the fact strategic design is critical to the success of the business and pulls together his insights and leanings to help set those brave enough to take on this responsibility in the right direction. I also talk about how to straddle the cross roads and actively connect that emotional relationship between the business and design.

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Page 1: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

STRATEGIC UXRapid experience strategy techniques to help businesses succeed

@[email protected]

Page 2: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Design defines my life

Page 3: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Sky lets me do some cool stuff

ANYTIME

SKY+

SKY GO

EPG

MOBILE WEB

Page 4: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

I am a futuristAttract what make sense, cut out the bull

customer

customer customer

customer

customercustomer

customer

Stakeholder

Stakeholder

Stakeholder

Stakeholder

Stakeholder

Stakeholder

Stakeholder

Stakeholder

Trends

TrendsTrends

Trends

Trends

Trends

Trends

Trends

Trends

Trends

Trends

Trends

customer

Page 5: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

1. WHY DO WE NEED A UX STRATEGY?

• Who will survive?• Tactical is not good enough• Good design defines history• Use good design to improve business• What is a UX Strategy?

2. UNCOVER PROBLEMS & OPPORTUNITIES

• Problems• Opportunities• Innovate • Gain respect

3. DEFINE THE VALUE PROPOSITION

• Golden Circles• Elevator pitch and Statement• Value Map• Business Model Canvas

4. UNDERSTAND THE CUSTOMER EXPERIENCE

• Interviews, focus groups, empathy maps and personas• Customer Journey Map• Early usability testing

5. BUILD RIGHT THINGS

• Plan • Brand, Marketing & Advertising • The A-Team • Clarify the vision • Design principles• Wireframes • Design guidelines• Story Map• Build, measure and learn

6. GET MORE TO DO MORE• Build up enough momentum• 10 commandments

7. LEARN, MEASURE & IMPROVE

• Facilitate Change• Evangelise the strategy• Keep improving• Don’t be afraid to get fired• Don’t stop believing

8. Q&A

Page 6: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

“The best way to predict the future is to create it.” - Peter Drucker

Why do we need a UX strategy?

5

Page 7: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

These companies no longer exist

These companies, no one can live without

Who will survive?

for now any way :-)

Page 8: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Tactical is not good enough

Optimise and fix

Tactical

Innovation

political

process, process,

process

old tech

over analysis

less risky

not connected (too far)

comfortable

short sighted

too busy

quick results

(tip: innovation is key to survival)

Page 9: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Good design defines history

1903Wright brothers

first flight

1886Ford Model T

first car

1937302

first phone

1943Biro

first non drip pen

1975Xerox star First GUI

1957Helvetica

First unobtrusive typeface

1996Motorola Startac

first mobile phone

2007iPhone

First true ‘Smart’ phoneiPod, internet, phone

Page 10: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Use good design to improve business

An index of design aware companies outperformed the FTSE All share by over 200% in both bull and bear markets over a 13 year period - Design Council

Page 11: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

“An experience strategy is that collection of activities

that an organisation chooses to undertake to deliver a

series of interactions which, when taken together,

constitute a product or service offering that is superior in a meaningful, hard to replicate way; that is

unique, distinct & distinguishable from that available

from a competitor.”

- Steve Batty, VP IxDA

What is a UX strategy?

http://techcrunch.com/2012/06/11/apple-announces-ios-6-wwdc/

Page 12: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Business purpose and needs

Hopes, Fears, RAIDs(incl. Competitors)

User behaviours and needs

Value map

Prioritise Build team Business model Elevator pitch

Interactions and journeys

Validate

join a bunch of activities tocreate great stuff to

survive*

Experience design 101 - my workshop plug :-)*improve or differentiate against

Page 13: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

“If I asked people what they wanted, they would have said ‘Faster Horses’.” - Henry Ford

Uncover problems & opportunities

10

Page 14: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

ProblemsCustomer insight

Sky Voice of the Customer report March 2012

consistently low

Omniture, TeaLeaf, Radian 6, customer surveys, interviews

Page 15: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

OpportunitiesMatch competitor analysis & trends to problems

!"#$%&'$(&)$"*

^,'_'9

!"#$%"$&'(#)%*&+,%-./%-0"&1*)#&%22(-0"%*&/0"$34$

+,-&$-.%&/0"$1-0&#2&!"#$%&&#$/"340'156'1"$7&6"$289-02&'66-22#$4&#$/"09'1"$&':"8%&":;-6%2&-$6"8$%-0-(&#$&%,-&0-'<&*"0<(=&"'()*+,('%-$+%&(.%/#(%'0(.1"&,(*'2-1,23*=&2#9><?&:?&>"#$1$4&%,-#0&29'0%>,"$-2@&'%&'$?%,#$4&#$%-0-21$4

AB?&CDEF=&6"$%-.%&*#<<&:-&'2&#$G8-$1'<&%"&6"$289-0&2-0H#6-2&'$(&0-<'1"$2,#>2&'2&2-'06,&-$4#$-2&'0-&%"&%,-&I-:&JK

L'0%$-0&+">&M$(&N2-0&!0-(#61"$2&/"0&CDED7&O">#$4&*#%,&%,-&P-*&B'<'$6-&"/&!"*-0,Q>7RR***J4'0%$-0J6"9R#%R>'4-J;2>S#(TECUVWEX&

I"0(&Z-$2

http://trendwatching.com/trends/12trends2012/?pointknow

[#$(&9?&/'6-&\4""4<-]Y80'29'

L""4<-&4"44<-2

Page 16: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

http://www.innovationinpractice.com

Lower social tariff:SMS, twitter, facebook

only

Edible casing

Environment friendly biodegradable casing

use back screen to quickly file or sort items

Flip the phone over to view in-depth

information

Haptic alerts to indicate levels of

interest or danger

Project who you are and what you know to

others

Project presentations and movies

InnovateSubtract, multiply, divide and add (unify)

Subtract the earpiece

Multiply: make casing that are

recyclable

Divide the screen to the

backAdd projection to the camera

ProblemEase of finding info

TrendPoint & Know

ChannelSmart phone

Page 17: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Gain respectUnderstand, do a good job, evangelise... all the time!

Business owner (brakes)Strategy / Planning

Marketing (accelerator)Customer insight

UX DesignGraphic Design DevelopmentOperations

Sales Customer ServiceCustomer Training

BrandHR

Finance

CXO

Founder

Director of design

Design team lead

Futurist

UX Lead

Creative Director

Strategy consultant

Designer New business guy

Nerd

Producer

Page 18: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

“Efforts and courage are not enough without purpose and direction.” - John F. Kennedy

Define the value proposition

15

Page 19: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Golden Circles

41%-5(I-&9')-&40-'%&6"9>8%-02=&>,"$-2=&%':<-%2&'$(&+`2

6*.5(+,-?&'0-&*-<<&(-2#4$-(&'$(&2#9><-&%"&82-

I'$%&%"&:8?&"$-S

41/5(I-&6"$2%'$%<?&6,'<<-$4-&%,-&2%'%82&a8"&'$(&%,#$)#$4&(#b-0-$%<?&%"&9')-&?"80&*"0<(&'&:-Q-0&><'6-

6*.5(MH-0?%,#$4&*-&60-'%-&#2&:-'81/8<<?&(-2#4$-(=&2#9><-&%"&82-&c&82-/8<&%"&?"8

41%-5(I-&;82%&,'>>-$&%"&9')-&40-'%&6"9>8%-02=&>,"$-2=&%':<-%2&'$(&%H2

Y0-&?"8&#$%-0-2%-(S

Page 20: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Golden CirclesCreate a purpose. Think from the inside out

• Why? Write a sentence that describes your purpose.

• How? Match your purpose with design principles.

• What? Sell them products and services they will fall in love with.

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

Page 21: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Elevator Pitch & Statement

For people who need information on

the move, the Apple iPhone is a SmartPhone that lets you access your

email and internet , unlike the Palm

Treo , the Apple iPhone removes the

fixed keyboard to give you 40% more

room to email and browse the internet

“Reinventing the phone”

7,),)8,+41/5(I-&6"$2%'$%<?&6,'<<-$4-&%,-&2%'%82&a8"&'$(&%,#$)#$4&(#b-0-$%<?&%"&9')-&?"80&*"0<(&'&:-Q-0&><'6-6*.5(MH-0?%,#$4&*-&60-'%-&#2&:-'81/8<<?&(-2#4$-(=&2#9><-&%"&82-&c&82-/8<&%"&?"841%-5(I-&;82%&,'>>-$&%"&9')-&40-'%&6"9>8%-02=&>,"$-2=&%':<-%2&'$(&%H2

Page 22: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Elevator Pitch & StatementSum it up and make it memorable

• Focus on main customer behaviour & need

• Highlight an important benefit

• Describe how you are different or better than a main competitor (USP)

Page 23: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Value Map

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d'0(&%"&82-

P"%&2"&29'0%

M'2?&%"&82-

Y#9&%"&:-&,-0-

Page 24: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Value MapShow them how to gain competitive advantage and win

• Conduct market research and competitor analysis (e.g. SWOT).

• Select 2 important features and map your brand against competitors.

• Decide to improve or differentiate.

Better or Different.

Funny!

Shocking !!! Accepted

Not Funny.

http://www.slideshare.net/dmc500hats/how-to-pitch-a-vc-or-angel

Page 25: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Page 26: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Business model canvasTell your business model story one sticky note at a time

• Match (relationship, channels) value proposition to customer needs

• Identify key people, activities and partners

• Balancing cost and ROIhttp://www.businessmodelgeneration.com/canvas

Page 27: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

“You’ve got to start with the customer experience and work backwards to the technology. ”

- Steve Jobs

Understand the customer experience

25

Page 28: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Empathy map(very simplified)

I need a ‘lift’ in the mornings to ‘kick-

start’ my day

I want to see content that matches what I

need (mood)

I feel much happier after watching these

videos

I feel a haptic vibration from my

smart phone

Increase happiness More trust

OK sharing it socially

Fear about 24/7 monitoring

Guessing what I feel

I want to click on videos and watch them all in one go

How I start my day sets the scene for

the rest it

Page 29: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Interviews, groups, empathy maps and personas

• Street interviews and focus groups to get early insight

• Brainstorming using empathy maps

• Creating personas that add real valueEmpathy maps: http://www.gogamestorm.com/?p=42

Page 30: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Customer journey mapSky.com customer journeys (high level)

Page 31: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Monetise

Start

Consume

Find

Learn

Belong

Customer journey skeleton

Trends

User needs / KPIs

Page 32: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Belong (Empathy, Idle Sourcing)I want to connect with people and brands who feel the same way I do so I can find interesting content and help each other feel better about content they can watch.

Consume(Ease of finding info, Seocnd Screen)I want relevant content played back to me on any device, based on my mood so that I can feel better and have my desires met and be better informed.

Start(Ease of finding info, Point & Know)I want to point my Smart phone at something and find out if it is interesting or not to me.

Find(Control, Relevance)I want to fine tune my mood and emotions so I can find content more naturally asking for feedback and giving manual control to users to define mood for planning purposes (hot date, family occasion)

Learn (Relevance)I want to be able to monitor my moods so I can see what has influenced my emotional well being over time. I want to be able to teach the TV through my reactions and be taught by TV how to better my emotional health.

Monetise(More for less, Flawseome)I only want to pay for the things I watch so I can save money and know I only pay for what I use .

Ease of Finding *****

Relevance *****

Empathy *****

Control ***

More for less *****

Idle sourcing

Flawsome

more for less

Point & Know

Second screen

Social

Ease of findingRelevanceEmpathyControl

More for less

A mobile mood monitoring and content discovery service

Page 33: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Customer journey mapJoin the dots

• Use customer needs from personas to outline a holistic, end to end journey.

• Note which interactions and trends impact user needs and KPIs most.

• Prepare to story map next

Empathy maps: http://www.gogamestorm.com/?p=42

Page 34: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Early usability testingSky.com navigation example

• HTML prototype

• Recruit 200 online participants

• 3 remote RITE sessions over 1 week

• Instant results + quick analysis

• 10% of normal lab costs, good enough to build!

Page 35: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Early usability testinglo-fi prototype & concepts

• Sketch main screen layouts and interactions first before prototype.

• Quickly test HTML prototype using guerilla and remote desktop research.

• Report results & recommendations fast.

• Leave time to implement changes.

Page 36: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

“If I can’t picture it, I can’t understand it.” - Albert Einstein

Build the right things

35

Page 37: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

PlanRoles & responsibilities. Objectives. Cost

• Outline skills needed in the team (roles & responsibilities)

• Write and ‘estimate’ user stories

• Draft road map for budget approval

• Expect change based on user validation and velocity

Page 38: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Brand, marketing & advertisingTiming, joining the dots, brand tone

• Incorporate ALL marketing strategy plan and timings

• Let them know what you need too (web links to purchase, help etc)

• Apply a consistent tone of voice and brand messagingEmpathy maps: http://www.gogamestorm.com/?p=42

TV Mobile web

Billboards Direct marketing Other?

Page 39: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

The A-TeamA performing cross functional team

• Be very choosy. Ask for volunteers. Empower excellence!

• Get people to clarify and define roles and responsibilities.

• When to work in ‘pairs’ and co-locate if needed (Agile, Lean)

Page 40: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Clarify the visionList, prioritise and challenge everything!

• “Hopes and Fears” (success and failure)

• Risks, Assumptions, Issues and Dependencies. Answer unknowns!

• Features against spend, ROI, KPIs met

Empathy maps: http://www.gogamestorm.com/?p=42

Remembertechnology!

Page 41: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Design principlesPractical matched to KPIs

innovative = early adoption (new prospects)useful = can’t live without it (stickiness)aesthetic = love it (customer satisfaction)understandable = easy to use (complaints)unobtrusive = expressive (personalisation)honest = trust (cross sell)long lasting = timeless (less updating)thorough = all they need (pref. over competitor)environmentally friendly = fits lifestyle (use all the time)as little design as possible = uncluttered (speed)

606 Universal Shelving System, 1960, by Dieter Rams for Vitsœ

http://www.vitsoe.com/en/gb/about/dieterrams/gooddesign

Page 42: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

WireframesSimple and testable (match to stories)

• Page component layout

• User flows

• Interaction models

Page 43: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Design guidelinesfonts, colours, coded layout

• Document lightly

• High level rules, design rational, flows

• Page templates, components, css stylesheets and ux pattern library

components

Page 44: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Story MapExcel ok, Link to relevant design support assets

Page 45: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Story MapLean, Agile. Minimum Viable Beautiful Product

• Group user stories under epics (remember customer journeys?)

• Prioritise on KPI impact, cost and dependencies (MoSCoW).

• ‘Thin slice’ to ensure holistic joined up journey for Release 1

Page 46: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Build, measure, learnSplit test and Cohort analysis

Split tests saw Wk4 joiners get all changes all at once. Retention was best:

- simplified search box - sign in moved to front of experience - 3 products instead of nine - introduction of Live Chat

http://www.amazon.co.uk/The-Lean-Startup-Eric-Ries/dp/

Tracking improvements to product selling pages

Page 47: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Build, measure, learnContinuously!

• Keep it lean and prepare to fail fast

• Track data and split test (cohort analysis)

• Learn from the results to make improvements

• Keep doing this!

Page 48: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

“There are three responses to a piece of design– yes, no, and WOW! Wow is the one to aim for.” - Milton Glaser

How to get more to do more

45

Page 49: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Build enough momentumGet ready for Phase 2?

TeachThink

Prioritise

Awesome team

Cool tech, clever partnerships

BuildMeasure

Learn

ResearchAnalyseUncover

Release*

*Good enough prototype, roadmap, recommendations

understand explore prototype

Page 50: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

The 10 commandmentsThank you Dave McClure @500startups

1. Elevator pitch2. The problem3. The opportunity4. Your solution (R1/demo)5. Business model

6. Technology7. The competition8. Marketing plan9. The team10. Next Money / Milestones

Tactical

Page 51: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

“The unexamined life is not worth living.” - Socrates

Learn, measure, & improve

50

Page 52: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Facilitate the change

• Get UX strategy in to business and delivery processes

• Be part of the RACI (rules of engagement)

• Set up a design authority

Page 53: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Facilitate the change Create a design authority

Design Authority - Headed up by Creative Director or Experience Director

• Best practice design expertise and advice

• Usability testing research

• Design quality assurance to ensure fit for purpose

Responsibilities:

• Shared responsibility (all designers)

• Owns Information Architecture

• Maintain central resource (toolkit, UX pattern library, code, usability test reports etc.)

• Create framework of methods for teams to deliver UCD activities

• Be ‘good design’ evangelists and spread the word (create advocates)

• Creates criteria for acceptance for design requests

Page 54: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Evangelise the strategy

• Give expert talks

• Facilitate creative workshops

• Mentor teams

Page 55: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Keep improvingBalance* of work for people and business

Optimisation and fixes

Tactical Projects

Innovation

Optimisation and fixes

Tactical projects

Innovation

*Innovation needs to be practical

Page 56: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Don’t be afraid to get ‘fired’Innovation subversives don’t all fit

The Association for Managers of Innovation studied why corporate innovation champions struggle to survive.! The study looked at what actions and behaviours put these managers at risk in their efforts to evangelise.! Of the 15 innovation champions in the study, 10 left their organisations and became consultants, 4 joined smaller or start-up companies, and 1 retired.

None returned to a Fortune 500 company.! Most of the consultants* have as their clients Fortune 500 companies and, in some cases, their former employers.

*consultant is not a ‘dirty’ word any more!

Page 57: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

Don’t stop believing

• Start small fires that make a difference in a big way. OK to fail.

• Persevere past early stage adoption till it becomes second nature.

• Pivot when it starts feeling out of date and make it more relevant.

customer

customer

customer

customer

customercustomer

customer

Page 58: Strategic UX - Rapid experience strategy techniques to help businesses succeed (1st ever intensive UX conference in India)

Eewei Chen / @ultraman / [email protected] / #UXUtSav

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