ux maturity - how do you develop the ux practice in your organisation

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UX Maturity – how do you develop the UX practice in your organisation Mags Hanley UX Management and Leadership Coach 15 November 2016

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Page 1: UX maturity - how do you develop the UX practice in your organisation

UX Maturity – how do you develop the UX

practice in your organisation

Mags HanleyUX Management and Leadership Coach

15 November 2016

Page 2: UX maturity - how do you develop the UX practice in your organisation

Introduction to meI am a UX Management and Leadership Coach.I teach and support UX professionals at all levels to grow in their UX practices.I bring my expertise of over 20 years in the digital to create actionable strategy and concrete plans for delivery of products and services.

Page 3: UX maturity - how do you develop the UX practice in your organisation

Setting the scene

Page 4: UX maturity - how do you develop the UX practice in your organisation

What is strategic impact of UX within an organisation?

Page 5: UX maturity - how do you develop the UX practice in your organisation

State of UX in 2016- Leah BuleyLower Impact Higher Impact

Place in the organisation

Product (low)IT (lower)Marketing (lowest)

Customer experience (highest)

Ratio of developers to designers

1:20 1:4

Leadership roles UX Manager or below UX Director or aboveProcess Basic UX processes –

usability testing, flows and wireframes

Framing the solution, working across channels, service design

Measurement of UX impact

Not measured – not even usability to ensure designs were effective

Quantified baseline against Customer SatisfactionChanges connected to revenuehttp://www.creativebloq.com/features/the-state-of-ux-in-2016

Page 6: UX maturity - how do you develop the UX practice in your organisation

UX Maturity models

Page 7: UX maturity - how do you develop the UX practice in your organisation

What is a UX Maturity model?

A UX Maturity Model is a framework that describes the different stages of UX within organisations. Generally they start with ‘Unorganised’ and end with ‘Leading the

organisation’.

Page 8: UX maturity - how do you develop the UX practice in your organisation

Jared Spool – 1997 - 2007Stage Users want UX focuses on Developers focus

on1 Technology

a.k.a.“Raw Iron”

The basic capability

Getting the technology working = The product works

Technical issues and delivery

2 Features(a.k.a.“Checklist Battles”)

The best set of features

Getting the right features

Adding features and fixing bugs

3 Experience(a.k.a“ProductivityWars”)

To get their work done better and faster

Getting the right experience = Easy to learn, fast, powerful

Performance support, reducing technical support costs

4 IntegrationTransparency

Lowest cost Integration into bigger experiences = The product is invisible

Reducing costs or seeking new markets

https://articles.uie.com/market_maturity/

Page 9: UX maturity - how do you develop the UX practice in your organisation

Adaptive Path

http://adaptivepath.org/uploads/documents/apr-005_businessvalue.pdf

Page 10: UX maturity - how do you develop the UX practice in your organisation

Jacob Nielsen - 2006UX Maturity Stage Featuring Time to next stage1: Hostility Developers simply don’t want to hear

about users or their needsUp to decades

2: Developer - Centred

Design team relies on its own intuition 2‐3 years

3: Skunkworks Guerilla user research or external usability experts

2‐3 years

4: Dedicated Budget Usability is planned for 2‐3 years5: Managed Someone to think about usability across

the organisation6‐7 years

6: Systematic Process

Tracking user experience quality 6‐7 years

7: Integrated User Centred Design

Employing usability data to determine what company should build

~ 20 years

8: User – Driven Corporation

Usability affects corporate strategy and activities beyond interface design

~40 years to get from start

http://www.nngroup.com/articles/usability-maturity-stages-1-4/http://www.nngroup.com/articles/usability-maturity-stages-5-8/

Page 11: UX maturity - how do you develop the UX practice in your organisation

Jennifer Fraser and Scott Plewes - 2015

http://www.macadamian.com/2015/08/20/indicators-of-user-experience-maturity/

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My take

The last model – Frazer and Plewes provides a good model that can be used to measure UX Maturity thereby describing the level of impact UX has in the organisation.

I like this model as it provides three metrics to measure the maturity: Timing of the initial UX Availability of resources Leadership and Culture

Page 13: UX maturity - how do you develop the UX practice in your organisation

Timing of the initial UX

Timing of the UX is about WHEN the UX is performed in the development process. It moves from ‘none’ to ‘being an integral part of the strategy for the organisation’.

To benchmark I consider both: When in the development process the first method of UX is

done Integration of the UX within the whole product lifecycle

Page 14: UX maturity - how do you develop the UX practice in your organisation

Availability of resources

Availability of the resources is focused on WHO does the UX within the organisation. It ranges from ‘no-one’ to ‘a UX team with capabilities across all the UX sub-disciplines’.

The two elements I use to benchmark are: Type and roles of the people in the organisation performing UX UX methods being performed

Page 15: UX maturity - how do you develop the UX practice in your organisation

Leadership and Culture

As a UX manager and Leader, this is the area that you are responsible for.

The three elements to consider are: Influence – Is UX seen as a servant to Product, Development or

Creative; or does it have a seat at the table and is part of the scoping of products and services?

People leadership – Management, coaching and development of people Design leadership – Are you inspiring, reviewing and improving the UX

design of your team; expected to be doing the UX design, or leading using your design thinking to shape the organisation?

Page 16: UX maturity - how do you develop the UX practice in your organisation

Examples

Page 17: UX maturity - how do you develop the UX practice in your organisation

Argus Associates – 1999-2001Maturity Measures GradeTiming of the initial UX

Stage 3: starting IA/UX activities for customers at the beginning of projects

Availability of resources

Stage 3: Strong IA with increasing expertise in Usability

Leadership and Culture

Stage 3: Strong leadership

Stage at start: Stage 3Stage to aim for: Stage 4-5Context I moved to the US to be a Project Manager at Argus Associates – one of the first IA/UX

Consultancies in the world There was a team of 10 IAs, 3 project managers and a usability specialist. The aim was to grow the Consulting business – hiring more people, doing leading edge

work and developing tools that created the cornerstone of the practice.Tactical: Hire staff to do the work we were winningStrategic: Develop processes to be able to replicate methods; enabling leading teams to create world class, leading edge IA.

Page 18: UX maturity - how do you develop the UX practice in your organisation

BBC – Setting up an IA practice - 2002Maturity Measures GradeTiming of the initial UX Stage 2: No IA, limited UXAvailability of resources Stage 2: No IAs, but some visual

designers and usability professionals

Leadership and Culture Stage 2: Emerging UX leadership, no IA leadership

Stage at start: Stage 2Stage to aim for: Stage 3ContextI was hired at the BBC to start an IA practice, in particular to describe and model the content so it could be used in CMS for multi-platform publishing.Tactical: Work on a English Regions CMS implementation to prove value and develop the skills setStrategic: Realised that there would always be multiple CMS, so create a content model that could be used across the organisation. Develop relationships across the organisation to increase influence

Page 19: UX maturity - how do you develop the UX practice in your organisation

WTG – Shore up a UX practice – 2005-2011Maturity Measures GradeTiming of the initial UX Stage 3: Simple UX process in most

projectsAvailability of resources Stage 2: One visual designerLeadership and Culture Stage 1: No UX leadershipStage at start: Stage 2Stage to aim for: Stage 3ContextWTG already had a UX practice with a designer, contract UXers and a front-end coder, but the work and the team were patchy - some good projects, mostly bad.Tactical: Lead by example, develop better proposals for work and win the workStrategic: Hire amazing core team of people who could handle any project; find UX-only projects, lead major projects with UX (like Census 2011) and develop services for the Public Sector

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Now over to you…

Page 21: UX maturity - how do you develop the UX practice in your organisation

ActivityAlone using the hand out Mark where your organisation is:

According the maturity model The existing level of impact you have in the organisation

Identify what your end state is in the next 18-24 months Write one tactical action to be completed within the next 6 months Write one strategic action to be completed within 12 months

For each action: How it will achieve your goals Identify people and resources needed to do it Your allies Potential roadblocks

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Activity (continued)

In a group Review the hand out Quiz the person on why that particular action Identify one other tactical and strategic action that

could be taken

REMEMBER – this is workshop has a cone of silenceAnything shared in this workshop cannot be talked about outside of the classroom without express permission.

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Questions and comments ?

Page 24: UX maturity - how do you develop the UX practice in your organisation

Thank youMags HanleyEmail: [email protected]: @magshanleyLinkedIn: https://au.linkedin.com/in/magshanley

Page 25: UX maturity - how do you develop the UX practice in your organisation

Jennifer Fraser and Scott Plewes - 2015

http://www.macadamian.com/2015/08/20/indicators-of-user-experience-maturity/

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Measure Current position 18-24 monthsUX Maturity• Timing• Resources• LeadershipStrategic Impact

UX Maturity Scorecard

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Questions Current position

What is your tactical action?How it will achieve your goals?Who do you need ( people and resources) to do it?

Who are your allies?

What are the potential roadblocks?

How will you measure success?Other options

Tactical action

Page 28: UX maturity - how do you develop the UX practice in your organisation

Questions Current position

What is your strategic action?How it will achieve your goals?Who do you need ( people and resources) to do it?

Who are your allies?

What are the potential roadblocks?

How will you measure success?Other options

Strategic action