1

The Strategic UX Triangle:
Chasing the dream of Embedded UX
Eva Kaniasty
redpillux.com
@kaniasty

User Experience Strat...
2

EXISTING MODELS

User Experience Strategy Overview, Eva Kaniasty/Red
Pill UX
3

METHOD-FOCUSED MODELS

User Experience Strategy Overview, Eva Kaniasty/Red
Pill UX
4

PROCESS-FOCUSED

User Experience Strategy Overview, Eva Kaniasty/Red
Pill UX
5

BUSINESS-FOCUSED MODELS

User Experience Strategy Overview, Eva Kaniasty/Red
Pill UX
6

Me
Business
WHY?
User Experience Strategy Overview, Eva Kaniasty/Red
Pill UX

HOW?

ess

tho

c
Pro

WHAT?

ds

STRATEG...
7

APPROACH
IDENTIFYING PROBLEMS

LISTENING TO THE ORGANIZATION

IDEAL VISION

GOALS | BEST PRACTICES

TACTICS
CONSISTENT ...
8

FINANCIAL SERVICES CONNECTION
STARTUP
GROWING
ESTABLISHED
AGENCY
User Experience Strategy Overview, Eva Kaniasty/Red
Pi...
Me

s
c es

t ho

Pro

ds

9

Business
User Experience Strategy Overview, Eva Kaniasty/Red
Pill UX
10

STARTUP
/ AGENCY

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

ESTABLISHED
/AGENCY

“You can’t get...
11

Methods Strategy Checklist

✓We agree on issues of

VALIDITY

methodology and research
validity.

User Experience Stra...
12

GROWING
/MATURE

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

GROWING
/AGENCY

“We have 3 people
wir...
13

Methods Strategy Checklist

✓ We agree on issues of methodology

VALIDITY

and research validity.

✓We draw from a ran...
14

STARTUP
GROWING

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

GROWING
AGENCY

“Our UX person is great.
She tells us exac...
15

Methods Strategy Checklist
VALIDITY

✓
✓

TOOLBOX

PEOPLE

We agree on issues of methodology
and research validity.
We...
16

TACTICS FOR THE RIGHT METHODOLOGY
DISCOUNT OR FORMAL?
SHOW OR TELL?
OUTSOURCE OR TRAIN?

User Experience Strategy Over...
Me

s
c es

t ho

Pro

ds

17

Business
User Experience Strategy Overview, Eva Kaniasty/Red
Pill UX
18

STARTUP
GROWING

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

GROWING
ESTABLISHED

“Sales and mar...
19

Process Strategy Checklist

✓Our project plans allocate

TIME

time for a UX phase.

User Experience Strategy Overview...
20

GROWING
ESTABLISHED

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

“I can’t be there, but I’ll
watch the testing v...
21

Process Strategy Checklist
TIME

✓ Our project plans allocate time for a
UX phase.

✓User perspective is

USERS

repre...
22

GROWING
ESTABLISHED

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

GROWING
ESTABLISHED

“Great bra...
23

Process Strategy Checklist
TIME

✓ Our project plans allocate time for a

UX phase.
USERS
✓ User perspective is repres...
24

GROWING
ESTABLISHED

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

GROWING
ESTABLISHED

“We have...
25

Process Strategy Checklist
TIME
USERS

✓ Project plans include a UX phase.
✓ User perspective is represented and

know...
26

TACTICS FOR THE RIGHT PROCESS
USER-CENTERED OR LEAN UX?
LIVE USERS OR PERSONAS?
COLLABORATE OR DEMONSTRATE?

User Expe...
Me

s
c es

t ho

Pro

ds

27

Business
User Experience Strategy Overview, Eva Kaniasty/Red
Pill UX
28

STARTUP
GROWING

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

ESTABLISHED

“We don’t use

ESTABLISHED

“We rolled it back d...
29

Business Strategy Checklist
BUY-IN

✓Executive & stakeholder
support is strong.

User Experience Strategy Overview, Ev...
30

ESTABLISHED

“UX costs too much, and
the business is doing
fine as is.

GROWING
ESTABLISHED

“The CIO thinks
personas ...
31

Business Strategy Checklist
BUY-IN

✓ Executive and stakeholder support
is strong.

✓UX budgets are stable

MONEY

non...
32

ANY STAGE

“The beta testers seem
to like the new design.

ANY STAGE

“I think the project went
well. The stakeholders...
33

Business Strategy Checklist
BUY-IN

✓ Executive and stakeholder support is

strong.
MONEY✓ UX budgets are stable and n...
34

ESTABLISHED

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

“These users just didn’t

GROWING
ESTABLISHED

get it!
ANY...
35

Business Strategy Checklist
BUY-IN

✓ Executive and stakeholder support is

strong.
MONEY✓ UX budgets are stable and n...
36

TACTICS FOR THE RIGHT BUSINESS STRATEGY
ENGAGE OR EXCLUDE?
SMALL TEAMS OR LARGE?
FOCUS OR TRIANGULATE?

User Experienc...
37

STRATEGIC PLANNING
BUSINESS

METHODS

PROCESS

✓ Business Goals, Req. & Vision
✓ Project Goals & Metrics
✓ Project/Sta...
38

Me

s
c es

t ho

Pro

ds

STRATEGIC UX

Business
User Experience Strategy Overview, Eva Kaniasty/Red
Pill UX
39

Methods Strategy Checklist

✓

VALIDITY

✓

TOOLBOX

PEOPLE

✓

We agree on issues of methodology
and research validit...
40

Process Strategy Checklist
TIME
USERS

✓ Project plans include a UX phase.
✓ User perspective is represented and

know...
41

Business Strategy Checklist
BUY-IN

✓ Executive and stakeholder support is

strong.
MONEY✓ UX budgets are stable and n...
Upcoming SlideShare
Loading in...5
×

Track a 1015_kaniasty

93

Published on

Published in: Economy & Finance
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
93
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • What’s missing?
    One dimensional
  • Overwhelming - no one size fits all
  • Highly prescriptive at how you’re supposed to do UX
    Nothing about what you’re accomplishing
  • Discouraging
    You can’t sell UX
  • Designing your UX function
    Maximizing value;
    Not prescriptive in terms of tactics
  • what does an ideal practice look like?
    What can we learn from misunderstandings & conflicts?
  • Theater of UX
    Research is conducted on proxy users, or not at all.
    User research and market research are not viewed as separate functions.
  • point of diminishing returns
    Methodolatry
  • Checking the UX box; Hiring focused on UX unicorns - Don’t make me think school of UX design
    UX team of one - Does not scale
    We love usability testing... make it happen without additional staffing
  • UX is an afterthought
    Design is fragmented, with conflicting factions
  • Death by deliverable
  • Learned helplessness
  • Always time for dev
    Dead end
  • A product that isn’t getting better is a dying product.
  • Executive and stakeholder support is lacking or sporadic.
    Resistance
  • Rejection
  • What is success? How do you know that you’re doing a good job?
    Benchmarks and measures of successful outcomes do not exist.
  • Opinionitis
  • Track a 1015_kaniasty

    1. 1. 1 The Strategic UX Triangle: Chasing the dream of Embedded UX Eva Kaniasty redpillux.com @kaniasty User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    2. 2. 2 EXISTING MODELS User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    3. 3. 3 METHOD-FOCUSED MODELS User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    4. 4. 4 PROCESS-FOCUSED User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    5. 5. 5 BUSINESS-FOCUSED MODELS User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    6. 6. 6 Me Business WHY? User Experience Strategy Overview, Eva Kaniasty/Red Pill UX HOW? ess tho c Pro WHAT? ds STRATEGIC UX
    7. 7. 7 APPROACH IDENTIFYING PROBLEMS LISTENING TO THE ORGANIZATION IDEAL VISION GOALS | BEST PRACTICES TACTICS CONSISTENT WITH ORGANIZATIONAL CULTURE User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    8. 8. 8 FINANCIAL SERVICES CONNECTION STARTUP GROWING ESTABLISHED AGENCY User Experience Strategy Overview, Eva Kaniasty/Red Pill UX SIZE HISTORY REGULATIONS COMPLEXITY OF THE SYSTEM ORGANIZATIONAL CULTURE
    9. 9. Me s c es t ho Pro ds 9 Business User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    10. 10. 10 STARTUP / AGENCY “We do discount UX. I showed it to coworkers and they liked it. ESTABLISHED /AGENCY “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
    11. 11. 11 Methods Strategy Checklist ✓We agree on issues of VALIDITY methodology and research validity. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    12. 12. 12 GROWING /MATURE “We spent all this money on our lab. Let’s usability test it! GROWING /AGENCY “We have 3 people wireframing out every project. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    13. 13. 13 Methods Strategy Checklist ✓ We agree on issues of methodology VALIDITY and research validity. ✓We draw from a range TOOLBOX methods, choosing the right solution for the problem at hand. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    14. 14. 14 STARTUP GROWING “We do UX. We just hired 2 UX developers. GROWING AGENCY “Our UX person is great. She tells us exactly what to do. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    15. 15. 15 Methods Strategy Checklist VALIDITY ✓ ✓ TOOLBOX PEOPLE 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. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    16. 16. 16 TACTICS FOR THE RIGHT METHODOLOGY DISCOUNT OR FORMAL? SHOW OR TELL? OUTSOURCE OR TRAIN? User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    17. 17. Me s c es t ho Pro ds 17 Business User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    18. 18. 18 STARTUP GROWING “Dev already started. Can you do a UX phase in the next 2 weeks? GROWING ESTABLISHED “Sales and marketing do their own landing page & widget design. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    19. 19. 19 Process Strategy Checklist ✓Our project plans allocate TIME time for a UX phase. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    20. 20. 20 GROWING ESTABLISHED “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
    21. 21. 21 Process Strategy Checklist TIME ✓ Our project plans allocate time for a UX phase. ✓User perspective is USERS represented and known. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    22. 22. 22 GROWING ESTABLISHED “We ran 5 user tests: we just haven’t implement the results yet. GROWING ESTABLISHED “Great brainstorm everyone. Too bad we can’t use your ideas this time. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    23. 23. 23 Process Strategy Checklist TIME ✓ Our project plans allocate time for a UX phase. USERS ✓ User perspective is represented and known. IMPACT ✓Ideas generated through the UX design process are acted upon. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    24. 24. 24 GROWING ESTABLISHED “The launch is delayed, so there is no time for usability testing. GROWING ESTABLISHED “We have to move on to the next project before we can do v.2. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    25. 25. 25 Process Strategy Checklist TIME USERS ✓ Project plans include a UX phase. ✓ User perspective is represented and known. IMPACT ✓ Ideas generated through the UX design process are acted upon. LEARNING ✓Evaluation and iteration happens. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    26. 26. 26 TACTICS FOR THE RIGHT PROCESS USER-CENTERED OR LEAN UX? LIVE USERS OR PERSONAS? COLLABORATE OR DEMONSTRATE? User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    27. 27. Me s c es t ho Pro ds 27 Business User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    28. 28. 28 STARTUP GROWING “We’re Agile, so we don’t do research. ESTABLISHED “We don’t use ESTABLISHED “We rolled it back due the usability lab that much. to internal pushback. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    29. 29. 29 Business Strategy Checklist BUY-IN ✓Executive & stakeholder support is strong. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    30. 30. 30 ESTABLISHED “UX costs too much, and the business is doing fine as is. GROWING ESTABLISHED “The CIO thinks personas are a waste of time money. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    31. 31. 31 Business Strategy Checklist BUY-IN ✓ Executive and stakeholder support is strong. ✓UX budgets are stable MONEY non-negotiable. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX and
    32. 32. 32 ANY STAGE “The beta testers seem to like the new design. ANY STAGE “I think the project went well. The stakeholders seem happy. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    33. 33. 33 Business Strategy Checklist BUY-IN ✓ Executive and stakeholder support is strong. MONEY✓ UX budgets are stable and nonnegotiable. METRICS ✓Metrics and benchmarks are defined. Results are measured. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    34. 34. 34 ESTABLISHED “The VP of sales has made a list of features. “These users just didn’t GROWING ESTABLISHED get it! ANY STAGE “I think we should move this button to the left. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    35. 35. 35 Business Strategy Checklist BUY-IN ✓ Executive and stakeholder support is strong. MONEY✓ UX budgets are stable and nonnegotiable. METRICS✓ Metrics and benchmarks are defined. Results are measured. EVIDENCE ✓Evidence-based decisions are the norm. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    36. 36. 36 TACTICS FOR THE RIGHT BUSINESS STRATEGY ENGAGE OR EXCLUDE? SMALL TEAMS OR LARGE? FOCUS OR TRIANGULATE? User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    37. 37. 37 STRATEGIC PLANNING BUSINESS METHODS PROCESS ✓ Business Goals, Req. & Vision ✓ Project Goals & Metrics ✓ Project/Stakeholder Ecology ✓ Research Methodology ✓ User Modeling & Requirements ✓ Design Methodology ✓ Project Road Map ✓ Evaluation & Iteration User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    38. 38. 38 Me s c es t ho Pro ds STRATEGIC UX Business User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    39. 39. 39 Methods Strategy Checklist ✓ VALIDITY ✓ TOOLBOX PEOPLE ✓ 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. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    40. 40. 40 Process Strategy Checklist TIME USERS ✓ Project plans include a UX phase. ✓ User perspective is represented and known. IMPACT ✓ Ideas generated through the UX design process have visible impact. LEARNING✓ Evaluation and iteration happens. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    41. 41. 41 Business Strategy Checklist BUY-IN ✓ Executive and stakeholder support is strong. MONEY✓ UX budgets are stable and nonnegotiable. METRICS✓ Metrics and benchmarks are defined. Results are measured. EVIDENCE ✓ Evidence-based decisions are the norm. User Experience Strategy Overview, Eva Kaniasty/Red Pill UX
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×