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1 User Experience Strategy Overview, Eva Kaniasty/Red Pill UX Eva Kaniasty redpillux.com @kaniasty The Strategic UX Triangle: Chasing the dream of Embedded UX

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

Eva Kaniastyredpillux.com@kaniasty

The Strategic UX Triangle: Chasing the dream of Embedded UX

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

EXISTING MODELS

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

METHOD-FOCUSED MODELS

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

PROCESS-FOCUSED

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

BUSINESS-FOCUSED MODELS

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

STRATEGIC UX

WHAT?

HOW?

WHY?

Business

ProcessMet

hods

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

IDEAL VISION

APPROACH

IDENTIFYING PROBLEMS

GOALS | BEST PRACTICES

LISTENING TO THE ORGANIZATION

TACTICSCONSISTENT WITH ORGANIZATIONAL CULTURE

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

STARTUP

FINANCIAL SERVICES CONNECTION

GROWING

ESTABLISHED

AGENCY

SIZEHISTORY REGULATIONSCOMPLEXITY OF THE SYSTEMORGANIZATIONAL CULTURE

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

Business

ProcessMet

hods

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“We do discount UX. I showed it to coworkers and they liked it.

“You can’t get valid data from only 8 users. Marketing already did focus groups anyway.

User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

ESTABLISHED /AGENCY

STARTUP / AGENCY

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

✓We agree on issues of methodology and research validity.

Methods Strategy Checklist

VALIDITY

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“We spent all this money on our lab. Let’s usability test it!

“We have 3 people wireframing out every

project.User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

GROWING /MATURE

GROWING

/AGENC

Y

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

✓We agree on issues of methodology and research validity.

✓We draw from a range methods, choosing the right solution for the problem at hand.

Methods Strategy Checklist

VALIDITY

TOOLBOX

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“We do UX. We just hired 2 UX developers.

“Our UX person is great. She tells us exactly what to do.User Experience Strategy Overview, Eva Kaniasty/Red

Pill UX

STARTUP GROWING

GROWINGAGENCY

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

✓ We agree on issues of methodology and research validity.

✓ We draw from a range of methods, choosing the right solution for problem at hand.

✓Our staff has the expertise required to deliver rigorous and high quality work.

Methods Strategy Checklist

PEOPLE

TOOLBOX

VALIDITY

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

TACTICS FOR THE RIGHT METHODOLOGY

DISCOUNT OR FORMAL?

SHOW OR TELL?

OUTSOURCE OR TRAIN?

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

Business

ProcessMet

hods

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“Dev already started. Can you do a UX phase in the next 2 weeks?

“Sales and marketing do their own landing page & widget design.

User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

STARTUP GROWING

GROWINGESTABLISHE

D

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

✓Our project plans allocate time for a UX phase.

Process Strategy Checklist

TIME

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“I ’m pretty sure we did user profiles last year.

“I can’t be there, but I ’ll watch the testing videos.

“Just email me a copy of the report.

User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

GROWINGESTABLISHED

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

✓Our project plans allocate time for a UX phase.

✓User perspective is represented and known.

Process Strategy Checklist

USERS

TIME

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“We ran 5 user tests: we just haven’t implement the results yet.

“Great brainstorm everyone. Too bad we can’t use your ideas this time.

User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

GROWINGESTABLISHED

GROWINGESTABLISHED

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

✓Our project plans allocate time for a UX phase.

✓User perspective is represented and known.

✓Ideas generated through the UX design process are acted upon.

Process Strategy Checklist

IMPACT

TIME

USERS

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“The launch is delayed, so there is no time for usability testing.

“We have to move on to the next project before we can do v.2.

User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

GROWINGESTABLISHED

GROWINGESTABLISHED

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

✓Project plans include a UX phase.

✓User perspective is represented and known.

✓ Ideas generated through the UX design process are acted upon.

✓Evaluation and iteration happens.

Process Strategy Checklist

LEARNING

TIME

USERS

IMPACT

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

TACTICS FOR THE RIGHT PROCESS

USER-CENTERED OR LEAN UX?

LIVE USERS OR PERSONAS?

COLLABORATE OR DEMONSTRATE?

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

Business

ProcessMet

hods

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“We’re Agile, so we don’t do research.

“We don’t use the usability lab that

much. “We rolled it back due to internal pushback.

User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

STARTUP GROWING

ESTABLISHED

ESTABLISHED

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

✓Executive & stakeholder support is strong.

Business Strategy Checklist

BUY-IN

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“UX costs too much, and the business is doing

fine as is.

“The CIO thinks personas are a waste of time money.

User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

ESTABLISHED

GROWINGESTABLISHED

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

✓Executive and stakeholder support is strong.

✓UX budgets are stable and non-negotiable.

Business Strategy Checklist

MONEY

BUY-IN

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“The beta testers seem to like the new design.

“I think the project went well. The stakeholders seem happy.

User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

ANY STAGE

ANY STAGE

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

✓Executive and stakeholder support is strong.

✓UX budgets are stable and non-negotiable.

✓Metrics and benchmarks are defined. Results are measured.

Business Strategy Checklist

METRICS

BUY-IN

MONEY

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“The VP of sales has made a list of features.

“These users just didn’t get it!

“I think we should move this button to the left.

User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

ESTABLISHED

GROWINGESTABLISHE

D

ANY STAGE

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

✓Executive and stakeholder support is strong.

✓UX budgets are stable and non-negotiable.

✓Metrics and benchmarks are defined. Results are measured.

✓Evidence-based decisions are the norm.

Business Strategy Checklist

EVIDENCE

BUY-IN

MONEY

METRICS

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

ENGAGE OR EXCLUDE?

SMALL TEAMS OR LARGE?

FOCUS OR TRIANGULATE?

TACTICS FOR THE RIGHT BUSINESS STRATEGY

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

✓Business Goals, Req. & Vision

✓Project Goals & Metrics

✓Project/Stakeholder Ecology

✓Research Methodology

✓User Modeling & Requirements

✓Design Methodology

✓Project Road Map

✓Evaluation & Iteration

STRATEGIC PLANNING

BUSINESS

METHODS

PROCESS

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

STRATEGIC UX

Business

ProcessMet

hods

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

✓ We agree on issues of methodology and research validity.

✓ We draw from a range of methods, choosing the right solution for problem at hand.

✓ Our staff has the expertise required to deliver rigorous and high quality work.

Methods Strategy Checklist

PEOPLE

TOOLBOX

VALIDITY

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

✓Project plans include a UX phase.

✓User perspective is represented and known.

✓ Ideas generated through the UX design process have visible impact.

✓Evaluation and iteration happens.

Process Strategy Checklist

LEARNING

TIME

USERS

IMPACT

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User Experience Strategy Overview, Eva Kaniasty/Red Pill UX

✓Executive and stakeholder support is strong.

✓UX budgets are stable and non-negotiable.

✓Metrics and benchmarks are defined. Results are measured.

✓Evidence-based decisions are the norm.

Business Strategy Checklist

EVIDENCE

BUY-IN

MONEY

METRICS