what's all the fuss about ux strategy? slideshare

26
UX Strategy What’s All the Fuss about this Rapidly Growing Practice? March 6, 2014 Janice James

Upload: janice-james

Post on 27-Jan-2015

153 views

Category:

Business


0 download

DESCRIPTION

Presented at UPADC March 6, 2014 Discusses my take on what UX Strategy is and how a UX strategy is important to the UX profession as a whole and to us as UX professionals.

TRANSCRIPT

Page 1: What's all the Fuss About UX Strategy?   slideshare

UX StrategyWhat’s All the Fuss about this Rapidly Growing

Practice?

March 6, 2014

Janice James

Page 2: What's all the Fuss About UX Strategy?   slideshare

2

Introductions Setting Expectations Define UX Strategy A Little Bit of History Focusing on the Why? How? Or What? The Implications of UX Strategy UX Strategy Any Time Why UX Strategy is Important

March 6, 2014

Agenda

Page 3: What's all the Fuss About UX Strategy?   slideshare

3 March 6, 2014

Introductions

Janice James

User Experience Research, Evaluation and [email protected]@janicej29

Page 4: What's all the Fuss About UX Strategy?   slideshare

4

Interaction Designers? UX Researchers? Both Visual Designers? Developers? Information Architects? Technical Writers? Other?

March 6, 2014

Who are you?

Page 5: What's all the Fuss About UX Strategy?   slideshare

5

Not a “how to” presentation Tonight’s discussion is exclusive of any

development methodology

March 6, 2014

Setting Expectations

Page 6: What's all the Fuss About UX Strategy?   slideshare

6 March 6, 2014

What is UX Strategy?

What is UX Strategy?

Page 7: What's all the Fuss About UX Strategy?   slideshare

7 March 6, 2014

Graduate Degrees in Design Strategy

MBA in Design Strategy California College of the Arts (SFO) https://www.cca.edu/academics/graduate/strategy-mba

Strategic Design and Management, MS Parsons (New York) http://www.newschool.edu/parsons/masters-design-management

/ Strategic Design MBA

Philadelphia University http://www.philau.edu/strategicdesignmba/

Design Management MPS Pratt Institute (Brooklyn) http://www.pratt.edu/academics/art_design/art_grad/design_management

Masters of Arts in Design Strategy + Innovation RMCAD – Rocky Mountains College of Art and Design http://www.rmcad.edu/academics/design-strategy-innovation

Etc.

Page 8: What's all the Fuss About UX Strategy?   slideshare

8 March 6, 2014

UX Design Strategy Conference

http://www.uxstrat.com/

Page 9: What's all the Fuss About UX Strategy?   slideshare

9

What is UX Strategy?

March 6, 2014

UX Strategy is about building a rationale that guides user experience design efforts for the foreseeable future.” – Paul Bryan

UX Strategy is about context; the experience. It’s not about the product. It’s not about the features. Strategy focuses on intent, goals, mission, vision, and culture. - Nathan Shedroff, Associate Chair, California College of the Arts

Design strategy is a collaborative process to understand what to design before you design it; a plan to align business objectives with design goals; documentation to align stakeholders, colleagues & investors with your plan of attack. - Chris Avore, Managing Director: Product Design, NASDAQ

Experience strategy is that collection of activities that an organization 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

Design strategy: defines the design activities within the constraints of time and resources . . . To help the designer select the best mix of creative and rational methods. - Richard Branham, Alp Tiritoglu,

Page 10: What's all the Fuss About UX Strategy?   slideshare

10 March 6, 2014

The process of carefully framing a project of what to design before you figure out how it should be designed. – Brandon Schauer, Adaptive Path

What is UX Strategy?

The reality is that there is no such thing as UX strategy. There is only product strategy. UX strategy is part of product strategy. It is not its own thing. Calling it out as such further isolates designers from their colleagues in “the business” and does nothing to actually drive the value of a holistic user experience into the org’s mainstream conversations. Instead designers should work to inform a product strategy conversation that considers not only the UX but the business’ and product’s success factors as well. - Jeff Gothelf

User experience strategy is about listening. Both how intelligently companies listen and what they do with the information once they’ve obtained it contribute to a company’s ability to implement a successful experience strategy.—Jordan Julien, Experience Strategy Consultnat

Page 11: What's all the Fuss About UX Strategy?   slideshare

11

Which is it?

March 6, 2014

UX methods we use to create a good user experience?

Page 12: What's all the Fuss About UX Strategy?   slideshare

12

Which is it?

March 6, 2014

Is it the user experience we create, as a result of our designs, to differentiate our products and services?

Page 13: What's all the Fuss About UX Strategy?   slideshare

13

It’s Both and More

March 6, 2014

The collaboration of a cross-functional team

Implementation of UX activities to understand the “why” and create the “how”—to support the business goals

The use of data to formulate a design

A resulting design that provides users a useful, engaging product or service that is delightful

The best way to communicate a UX strategy is to ensure that everyone is first involved in designing that strategy together.—Dan Szuc and Jo Wong, Principals and Co-founders of Apogee Usability Asia

Page 14: What's all the Fuss About UX Strategy?   slideshare

14

But it’s Not an Entirely New Concept!

The Foundation – Current & Past

User-Centered Design Process Implemented during Discover or

Envision phases of development cycle

Usability Engineering Plans Quantitative usability objectives

(metrics) influenced by business goals

User research activities to better understand users and their needs

Design to meet the usability objectives; measure and iterate

The New & Upcoming

New name Much more evolved

More UX discovery methods

More collaboration Embedded UX focus

March 6, 2014

Page 15: What's all the Fuss About UX Strategy?   slideshare

15

Most organizations focus on the “What” Executive or Product Manager gets an idea UX Team figures out how to design the

“what”

March 6, 2014

Too Often Companies Focus on the “What”

Why

How

What

The Golden Circle, Simon Sinek

Page 16: What's all the Fuss About UX Strategy?   slideshare

16

UX Strategy IS About Change

Stop focusing on solving the wrong problems

Changing the design process Focusing on the “why”

and “how”

March 6, 2014

Page 17: What's all the Fuss About UX Strategy?   slideshare

17 March 6, 2014

Zappos

Page 18: What's all the Fuss About UX Strategy?   slideshare

18 March 6, 2014

Zappos

Page 19: What's all the Fuss About UX Strategy?   slideshare

19 March 6, 2014

Zappos

Page 21: What's all the Fuss About UX Strategy?   slideshare

21

UX Strategy IS About Change

Aligning our UX Strategy with the business goals

Changing UX’s role in the company

Changing the business culture—working more collaboratively

Moving toward a customer, innovation-centric organization

March 6, 2014

Adapted by Renato Feijó from Bruce Temkin’s Experience-based differentiation maturity model

http://experiencematters.wordpress.com/2008/09/18/the-customer-experience-journey/

Page 22: What's all the Fuss About UX Strategy?   slideshare

22

No Opportunity to Get in at the “Why” Stage?

1. Become familiar with:• Business Vision• Business Goals and

Objectives• Brand Messaging• SWOT• Business Values• Customer Segmentation• Customer Goals• Creative Brief• Key Performance Indicators• Competitive Market

Analysis• Trend Analysis

March 6, 2014

You can still influence the

“HOW”

Page 23: What's all the Fuss About UX Strategy?   slideshare

23

No Opportunity to Get in at the “Why” Stage?

2. Include UX Activities that align with Business Strategy:• Personas• Journey Maps• Field Research• Mood Board Semantic

Differential Study • Feature / Value Analysis• Concept Modeling• Competitive Benchmarking• Roadmap(s)

March 6, 2014

You can still influence the

“HOW”

Page 25: What's all the Fuss About UX Strategy?   slideshare

25

Changing misconceptions UX = wireframes and usability testing User research = usability testing

Developing trust between product management, marketing, executives and Uxers

Accelerating the UX maturity of your company Making others “champions” of user experience Escalating and establishing your role in the

product creation / innovation process

March 6, 2014

Why is UX Strategy Important to You?

Page 26: What's all the Fuss About UX Strategy?   slideshare

26 March 6, 2014

Design is More

Design is not just what it looks like and feels like. Design is how it works.- Steve Jobs