growing a UX practice well
is more important and
challenging than ever
user/customer experience
now a core component of
su...
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
great
experiences
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, diversit...
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?
sthetics: type, color, line, shape, sound asset creation Motion principle/guideline creation, compliance, validation globa...
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
p...
Skill Name Current Level Desired Level Priority
Color, line,
shape
3 5 5
Latent need
identification
2 2 1
Brand
integratio...
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...
Skills
Assessment of Skills and Knowledge Assigned
Prty
Assigned
Gap
Normed
Gap
Perceived
Gap
Normed
Perceived
Gap
Current...
Skills
Assessment of Skills and Knowledge Assigned
Prty
Assigned
Gap
Normed
Gap
Perceived
Gap
Normed
Perceived
Gap
Current...
Skills
Assessment of Skills and Knowledge Assigned
Prty
Assigned
Gap
Normed
Gap
Perceived
Gap
Normed
Perceived
Gap
Current...
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 hel...
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
Good luck!
Phillip Hunter
Microsoft
Engineering Excellence
phunter@microsoft.com
@designoutloud
UX STRAT 2013: Phillip Hunter, Assessing Organizational Context and Capability for UX Strategy
UX STRAT 2013: Phillip Hunter, Assessing Organizational Context and Capability for UX Strategy
UX STRAT 2013: Phillip Hunter, Assessing Organizational Context and Capability for UX Strategy
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UX STRAT 2013: Phillip Hunter, Assessing Organizational Context and Capability for UX Strategy

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Phillip Hunter's presentation at UX STRAT 2013

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UX STRAT 2013: Phillip Hunter, Assessing Organizational Context and Capability for UX Strategy

  1. 1. 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
  2. 2. Strategy is about inspiring before hiring
  3. 3. Context Capability
  4. 4. Boyd’s OODA Loop
  5. 5. Orient Assess Question Hypothesize
  6. 6. Context what are our goals, values, and principles as a company? what do we need to get done? why? how much?
  7. 7. running a successful business enabling great experiences maintaining strong teams engineering leading technology
  8. 8. go beyond hiring and career skills growth shape and align teams with business goals aim for impact, scope, scale, diversity, resilience, sustainability
  9. 9. Capability what do we need to be good at? how good? not who…yet
  10. 10. complementary strengths vs. equal development breadth and depth of skill across people increased participation
  11. 11. what and why? who and how much? how and when?
  12. 12. sthetics: type, color, line, shape, sound asset creation Motion principle/guideline creation, compliance, validation global design branding branding mpliance creative direction brand strategy for visual identityframeworks for visual design language brand/product positioning layout & mposition information architecture content de interaction design NUI and multimodal navigation and command universal designmu annel design cross-product design conceptual design & modeling Persona development exploration of design options question definition identify evant outcomes and necessary data methodology selection and tradeoffs emergent methods method development data analysis report writi 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 cre am processes and methodologies measurement and metrics competitive differentiation process contribution and improvement tool ntribution and improvement integration with team processes and tools continuous iterative improvement insight generation product design ser sign 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 mechanismsidentify issues resolve, escalate, or find owners for issues describe discoveries om behavior or observation identify latent needs and new product/service priorities integrate expected new usage patterns address experience and behavioral ributes address attitude and emotional attributes describe opportunities relative to competition / trends identify opportunities relative to competition nds create action plan relative to immediate needs create action plan consistent with future needs contribute to product strategy contribute to cross-product oss-org strategy employ divergent thinking to influence engineering peers apply work across engineering lifecycle contribute to go-to-market campaig d messaging develop formative, generative, naturalistic research propose and create consensus for needed human and product centered approach def ccess 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 ea 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 com derstanding of usage, reaction, feedback, or needs predict usage and customer reaction contribute real customer stories, insights, and data for go to market orts inspire new thinking by leveraging expressed needs inspire new thinking by leveraging latent needs propose and guide solutions throughout cycle app propriate business domain knowledgedefine measurable conditions for success create measurable conditions for success build consensus for success finitions align success definitions to goals or org definitions create alignment of success definitions to goals or org definitionsintegrate success definitions o design research process create integration of success definitions into design research process leverage insight on needs to inspire new thinking and proaches create insight on needs to inspire new thinking and approaches propose and guide solutions align solutions within or across product areas / scena create alignment of solutions across product areas / scenarios discover and understand root causes to experience issues iterate analyses and erpretation of data to discover superior solutions create and direct analyses and interpretation of data to discover superior solutions tune designs based ntinuous iteration tune research approaches to address changing needs provide data and research artifacts that validate success outcomes create and ect research processes to provide data and research artifacts that validate success outcomes Design for non-US markets Specific tool expertise (Visual Studio dobe, etc.) Full range of analog & digital prototyping business model and execution considerations Microsoft Design Principles Microsoft Design nguage Application Windows 8 and Windows Phone Competing OS expertise HTML/CSS/Javascript multidevice, responsive design native apps v. brow data visualization and interaction design sensors and other small devices problem discovery build, measure, learn (Lean Startup / Lean UX) facilitation
  13. 13. Skill Name Skill 1 Skill 2 Skill 3 Skill 4
  14. 14. Skill Name Color, line, shape Latent need identification Brand integration Non-code prototyping
  15. 15. UX leaders and ICs UX enthusiasts Product owners Vested interests (may need education)
  16. 16. Skill Name Current Level Desired Level Priority Color, line, shape Latent need identification Brand integration Non-code prototyping
  17. 17. 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
  18. 18. 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
  19. 19. Skills Assessment 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
  20. 20. Skills Assessment 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
  21. 21. Skills Assessment 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
  22. 22. company average team A team B
  23. 23. Strategic Action are teams good enough? In what areas do they need help? how important is it to get help? what kind of help?
  24. 24. who plays a part? what do your colleagues want to be good at?
  25. 25. open up opportunities issue the challenge to add UX into everyone’s job let people find their point of contribution
  26. 26. Oh, yeah. Hiring.
  27. 27. same strategic framework involve the team to determine fit and talent hire the inspired
  28. 28. Good luck! Phillip Hunter Microsoft Engineering Excellence phunter@microsoft.com @designoutloud
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