ux strat 2013: phillip hunter, assessing organizational context and capability for ux strategy
DESCRIPTION
Phillip Hunter's presentation at UX STRAT 2013TRANSCRIPT
growing a UX practice well is more important and challenging than ever
user/customer experience now a core component of success
organizational focus vs. collection of individuals
beyond role-based constraints
Strategy is about inspiring before hiring
Context
Capability
Boyd’s OODA Loop
Orient
Assess
Question
Hypothesize
Context
what are our goals, values, and principles as a company?
what do we need to get done?
why? how much?
running a
successful business
enabling
greatexperiences
maintaining
strong teams
engineering
leading
technology
go beyond hiring and career skills growth
shape and align teams with business goals
aim for impact, scope, scale, diversity, resilience, sustainability
Capability
what do we need to be
good at?
how good?
not who…yet
complementary
strengths vs. equal
development
breadth and depth of
skill across people
increased participation
what and why?
who and how much?
how and when?
aesthetics: type, color, line, shape, sound asset creation Motion principle/guideline creation, compliance, validation global design branding branding
compliance creative direction brand strategy for visual identity frameworks for visual design language brand/product positioning layout &
composition information architecture content de interaction design NUI and multimodal navigation and command universal designmulti
channel design cross-product design conceptual design & modeling Persona development exploration of design options question definition identify
relevant outcomes and necessary data methodology selection and tradeoffs emergent methods method development data analysis report writing
communication and catalyst for action data synthesis latent need identification insight triangulation storytelling sketching
prototyping techniques modeling Iteration generation and refinement creative production problem-solving use and create
team processes and methodologies measurement and metrics competitive differentiation process contribution and improvement tool
contribution and improvement integration with team processes and tools continuous iterative improvement insight generation product design service
design effective meetings stakeholder selection and management managing interpersonal style differences working across organizational boundaries
transparency communication strategy team dynamics role model coaching succession planning pride in work personal accountability
abstraction from personal experience engineering system mechanisms identify issues resolve, escalate, or find owners for issues describe discoveries
from behavior or observation identify latent needs and new product/service priorities integrate expected new usage patterns address experience and behavioral
attributes address attitude and emotional attributes describe opportunities relative to competition / trends identify opportunities relative to competition /
trends create action plan relative to immediate needs create action plan consistent with future needs contribute to product strategy contribute to cross-product or
cross-org strategy employ divergent thinking to influence engineering peers apply work across engineering lifecycle contribute to go-to-market campaigns
and messaging develop formative, generative, naturalistic research propose and create consensus for needed human and product centered approach define
success criteria and needed deliverables against multiple research objectives innovate new research approaches formulate systematic multi-stage approach
adapt research program to respond to organizational need reduce data to form actionable outcomes enable problem identification apply data to
idea finding, problem finding, and problem definition synthesize data for idea finding, problem finding, and problem definition create compelling data summaries
deliver compelling research artifacts create compelling communication via emotional connection to user and context convey real user stories create common
understanding of usage, reaction, feedback, or needs predict usage and customer reaction contribute real customer stories, insights, and data for go to market
efforts inspire new thinking by leveraging expressed needs inspire new thinking by leveraging latent needs propose and guide solutions throughout cycle apply
appropriate business domain knowledgedefine measurable conditions for success create measurable conditions for success build consensus for success
definitions align success definitions to goals or org definitions create alignment of success definitions to goals or org definitionsintegrate success definitions
into design research process create integration of success definitions into design research process leverage insight on needs to inspire new thinking and
approaches create insight on needs to inspire new thinking and approaches propose and guide solutions align solutions within or across product areas / scenarios
create alignment of solutions across product areas / scenarios discover and understand root causes to experience issues iterate analyses and
interpretation of data to discover superior solutions create and direct analyses and interpretation of data to discover superior solutions tune designs based on
continuous iteration tune research approaches to address changing needs provide data and research artifacts that validate success outcomes create and
direct research processes to provide data and research artifacts that validate success outcomes Design for non-US markets Specific tool expertise (Visual Studio,
Adobe, etc.) Full range of analog & digital prototyping business model and execution considerations Microsoft Design Principles Microsoft Design
Language Application Windows 8 and Windows Phone Competing OS expertise HTML/CSS/Javascript multidevice, responsive design native apps v. browser
data visualization and interaction design sensors and other small devices problem discovery build, measure, learn (Lean Startup / Lean UX) facilitation and
managing divergence/convergence and generation/evaluation Full range of design processes, methodologies, and methods Design integration / development
Skill Name
Skill 1
Skill 2
Skill 3
Skill 4
Skill Name
Color, line,
shape
Latent need
identification
Brand
integration
Non-code
prototyping
UX leaders and ICs UX enthusiasts
Product owners Vested interests (may need
education)
Skill Name Current Level Desired Level Priority
Color, line,
shape
Latent need
identification
Brand
integration
Non-code
prototyping
Skill Name Current Level Desired Level Priority
Color, line,
shape
3 5 5
Latent need
identification
2 2 1
Brand
integration
5 3 3
Non-code
prototyping
1 4 5
Skill Name Current Level Desired Level Priority
Skill 1 3 5 5
Skill 2 2 2 1
Skill 3 5 3 3
Skill 4 1 4 5
Skill Name Current Level Desired Level Priority
Skill 1 3 5 5
Skill 2 2 2 1
Skill 3 5 3 3
Skill 4 1 4 5
Skill Name Current Level Desired Level Priority
Skill 1 3 5 5
Skill 2 2 2 1
Skill 3 5 3 3
Skill 4 1 4 5
Skill Name Current Level Desired Level Priority
Color, line,
shape
3 5 5
Latent need
identification
2 2 1
Brand
integration
5 3 3
Non-code
prototyping
1 4 5
SkillsAssessment of Skills and Knowledge Assigned
Prty
Assigned
Gap
Normed
Gap
Perceived
Gap
Normed
Perceived
Gap
Current Level Norm Desired Level Norm
Color, line, shape 85 7.1 110 9.2 4.6 25.0 2.1 114.8 9.6
Brand integration 86 7.2 94 7.8 4.0 8.0 0.7 32.0 2.7
Non-code prototyping 65 5.4 88 7.3 4.1 23.0 1.9 94.2 7.8
Ethnographic analysis 77 6.4 97 8.1 4.1 20.0 1.7 82.6 6.9
Lo-fi usability 61 5.1 85 7.1 3.8 24.0 2.0 90.5 7.5
Latent need identification 60 5.0 78 6.5 3.6 18.0 1.5 63.9 5.3
Skill 7 60 5.0 75 6.3 3.7 15.0 1.3 55.0 4.6
Skill 8 69 5.8 85 7.1 4.1 16.0 1.3 64.8 5.4
Skill 9 58 4.8 75 6.3 4.0 17.0 1.4 67.2 5.6
Skill 10 70 5.8 84 7.0 4.1 14.0 1.2 57.5 4.8
SkillsAssessment of Skills and Knowledge Assigned
Prty
Assigned
Gap
Normed
Gap
Perceived
Gap
Normed
Perceived
Gap
Current Level Norm Desired Level Norm
Color, line, shape 85 7.1 110 9.2 4.6 25.0 2.1 114.8 9.6
Brand integration 86 7.2 94 7.8 4.0 8.0 0.7 32.0 2.7
Non-code prototyping 65 5.4 88 7.3 4.1 23.0 1.9 94.2 7.8
Ethnographic analysis 77 6.4 97 8.1 4.1 20.0 1.7 82.6 6.9
Lo-fi usability 61 5.1 85 7.1 3.8 24.0 2.0 90.5 7.5
Latent need identification 60 5.0 78 6.5 3.6 18.0 1.5 63.9 5.3
Skill 7 60 5.0 75 6.3 3.7 15.0 1.3 55.0 4.6
Skill 8 69 5.8 85 7.1 4.1 16.0 1.3 64.8 5.4
Skill 9 58 4.8 75 6.3 4.0 17.0 1.4 67.2 5.6
Skill 10 70 5.8 84 7.0 4.1 14.0 1.2 57.5 4.8
averagesum average x2
subtraction priority x normed gap
SkillsAssessment of Skills and Knowledge
Assigned
Prty
Assigned
Gap
Normed
Gap
Perceived
Gap
Normed
Perceived
Gap
Current Level Norm Desired Level Norm
Color, line, shape 85 7.1 110 9.2 4.6 25.0 2.1 114.8 9.6
Brand integration 86 7.2 94 7.8 4.0 8.0 0.7 32.0 2.7
Non-code prototyping 65 5.4 88 7.3 4.1 23.0 1.9 94.2 7.8
Ethnographic analysis 77 6.4 97 8.1 4.1 20.0 1.7 82.6 6.9
Lo-fi usability 61 5.1 85 7.1 3.8 24.0 2.0 90.5 7.5
Latent need identification 60 5.0 78 6.5 3.6 18.0 1.5 63.9 5.3
Skill 7 60 5.0 75 6.3 3.7 15.0 1.3 55.0 4.6
Skill 8 69 5.8 85 7.1 4.1 16.0 1.3 64.8 5.4
Skill 9 58 4.8 75 6.3 4.0 17.0 1.4 67.2 5.6
Skill 10 70 5.8 84 7.0 4.1 14.0 1.2 57.5 4.8
company
average
team A
team B
Strategic Action
are teams good
enough?
In what areas do
they need help?
how important is it
to get help?
what kind of help?
who plays a part?
what do your colleagues want to be good at?
open up
opportunities
issue the
challenge to
add UX into
everyone’s job
let people find
their point of
contribution
Oh, yeah. Hiring.
same strategic framework
involve the team to determine fit and talent
hire the inspired