UX STRAT 2013: Jon Innes and Liam Friedland, UX Strategy and Organizational Synergy

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Presentation by Jon Innes and Liam Friedland at UX STRAT 2013

Presentation by Jon Innes and Liam Friedland at UX STRAT 2013

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  • 1. UX  Strategy  and  Organiza0onal  Synergy   Jon  Innes  +  Liam  Friedland    11  September  2013  
  • 2. Strategy  &  The  Learning  Organiza0on   To  endure  an  organiza0on   must  learn  and  adapt   The   Learning   Organiza0on   Strategic  planning  perspec0ve:     •  Will  be?   Group  learning   Mentoring  (1  to  1)   Individual  learning   •  Should  be?   •  New?   •  Abandon?   From “Management: Tasks, Responsibilities and Practices” by Peter Drucker UX INNOVATION LLC 2
  • 3. Impediment:  Organiza0onal  Tribalism   Developers                          Designers                                  PM                                            QA   As  seen  by   Developers   As  seen  by   Designers   As  seen  by   PM   As  seen  by   QA   UX INNOVATION LLC 3
  • 4. Collabora0on:  The  Key   • Step  outside  of  your  office   • Big  picture  perspec0ve     • Define  strategy  for   influencing     • How  do  you  work  with   other  groups  in  your   company?   • Cul0vate  allies   UX INNOVATION LLC 4
  • 5. Strategically  Inves0ng  in  Rela0onships   Outsiders:    New  ideas  and   ways  of  working   Serve  adjacent  rela0onships   within  the  business   Serving  exis0ng    rela0onships   within  the  business   Transforma0onal   New  rela)onships   that  don’t  yet  exist   Adjacent   Expanding  from  exis)ng   rela)onships  into  new     ones   Core   Op)mizing     rela)onships   with  current   partners   60%   UX INNOVATION LLC 30%   10%   5
  • 6. Pathway  to  Collabora0on   •  Individual,  group,  commibee?   Stakeholder   •  Approves  or  supports  the  change?   Role   Needs  &   Reac0ons   Goals  &     Plans   UX INNOVATION LLC •  Ac0ve,  passive,  fence-­‐siber,  in  opposi0on?   •  Expecta0ons,  red  flags,  hot  bubons?   •  Visible  support,  part  of  the  change?   •  Directly  or  indirectly  involved?   6
  • 7. Ques0ons  Defining  UX  Strategy   Forma0ve   Idea0on   •  What  is  the  problem?   •  Who  is  the  user?   •  What  are  the  possible  solu0ons?   •  How  exactly  might  these  solu0ons  work?   •  Does  the  solu0on  meet  users  expecta0ons?     Summa0ve   •  How  do  we  measure  success?   UX INNOVATION LLC 7
  • 8. Systems  Thinking  Defines  UX  Strategy   Forma0ve   Research Forma0ve   Informa0on   Architecture Interac0on   Design UX Visual   Design Concept   Prototyping   Summa0ve   Research UX INNOVATION LLC 8
  • 9. Systems  Thinking  Defines  UX  Strategy   Forma0ve   Research Informa0on   Architecture Idea0on   Interac0on   Design UX Visual   Design Concept   Prototyping   Summa0ve   Research UX INNOVATION LLC 9
  • 10. Systems  Thinking  Defines  UX  Strategy   Forma0ve   Research Informa0on   Architecture Interac0on   Design UX Visual   Design Concept   Prototyping   Summa0ve   UX INNOVATION LLC Summa0ve   Research 10
  • 11. Organizing  for  Innova0on   Market  Research   Domain  Experts   Content  Experts   Informa0on   Architecture Product  Owners   Interac0on   Design UX Sales  &  Marke0ng   Engineering   Forma0ve   Research Support   Project  Management   Visual   Design Concept   Prototyping   Summa0ve   Research HCI  Researchers   Adver0sing   Brand  Strategy   Quality  Assurance   Defining the User Experience Function: Organizing for Innovation. Interactions Magazine, 2007 UX INNOVATION LLC 11
  • 12. Tac0c:  Collaborate  to  Define  Backlog   Forma0ve   Research   Informa0on   Architecture Interac0on   Design   UX Work  with  Product  Owner   to  define  requirements   1.  2.  3.  4.  Conduct  user  interviews   Drag  ini0al  user  stories   Create  ini0al  site  map   Develop  ini0al  wireframes   Visual   Design Concept   Prototyping   Summa0ve   Research UX INNOVATION LLC 12
  • 13. Tac0c:  Tes0ng  Minimum  Viable  Prototype   Forma0ve   Research Informa0on   Architecture Interac0on   Design UX Work  with  Agile  team  to   test  MVP   1.  Develop  mockups   2.  Create  prototype   3.  Validate  with  users   Visual   Design Concept   Prototyping   Summa0ve   Research UX INNOVATION LLC 13
  • 14. Tac0c:  Concept  Pitch  to  VCs  or  Execs   Forma0ve   Research   Informa0on   Architecture   Interac0on   Design   UX Visual   Design Concept   Prototyping   Work  with  entrepreneurs   to  develop  a  new  product   concept  or  service     1.  Gather  scenarios   2.  Wireframe  key  screens   3.  Make  ’em  preby   4.  Build  a  click  thru   Summa0ve   Research   UX INNOVATION LLC 14
  • 15. Tac0c:  Re-­‐Architect  a  Product   Forma0ve   Research   Informa0on   Architecture   Interac0on   Design   UX Visual   Design Concept   Prototyping   Work  with  VP  products  to   reinvent  a  product   category   1.  2.  3.  4.  Re-­‐imagine  direc0on    Build  mockups   Test  designs   Create  visual  language   Summa0ve   Research   UX INNOVATION LLC 15
  • 16. Tac0c:  Integrate  Acquired  Products   Forma0ve   Research   Informa0on   Architecture   Interac0on   Design   UX Visual   Design Concept   Prototyping   Summa0ve   Research   UX INNOVATION LLC Work  with  product  teams   to  integrate  acquired   products  onto  a  plakorm   1.  Understand  usage   2.  Leverage  &  extend   exis0ng  paberns   3.  Develop  new  paberns   4.  Skin  it     16
  • 17. Strategy  For  Success   •  Right  people—right  0me   •  Formal  &  informal  channels   •  Effec0ve  give  and  take   rela0onships   •  Understand  perspec0ves  of   others   •  Know  when  to  fight  and  when   to  compromise   UX INNOVATION LLC 17
  • 18. Summary   •  Func0on  as  a  “change  agent”     •  Partner  tac0cally  to  achieve   strategic  goals   •  Influence  others  as  part  of   your  “foreign  policy”   •  Develop  cross-­‐org  synergies   •  Adjust  deliverables  to  align   with  strategy   UX INNOVATION LLC 18