UX STRAT USA: Beverly May, "Moving Your Team From Good To Great UX"

MOVING YOUR TEAM FROM GOOD TO GREAT UX 
5 YEARS OF INSIGHTS FROM THE UX AWARDS
UXAWARDS.ORG @UXAWARDS
BEV MAY, EXECUTIVE DIRECTOR
UX STRAT, SEPTEMBER 15, 2016

UXAWARDS.ORG @UXAWARDSUXAWARDS.ORG @UXAWARDS
NOW

WE’RE ALL VANGUARDS OF A MOVEMENT! 
IN FUNCTIONAL DESIGN

GO FROM GOOD
TO GREAT

Q&A
5 YEARS OF ANALYSIS & RELEVANCE FOR YOUR TEAMS
ABOUT THE UX Awards
WINNING EXAMPLES
HOW WE EVALUATE GREAT UX
NERD ALERT!

UXAWARDS.ORG
#UXAwards @UXAwards
©2015
ABOUT THE UX AWARDS

THE FIRST AWARDS DEDICATED
EXCLUSIVELY TO EXCEPTIONAL UX

WE BELIEVE UX DESIGN IS AN ESSENTIAL FORCE
FOR POSITIVE CHANGE

OUR MISSION

HONOR THE BEST

SHOWCASE EXCEPTIONAL WORK, FROM BIG NAMES AND SMALL

REFLECT THE COMMUNITY

LEAD BY EX AMPLE

SHOW IMPACT

DEFINE AND EVOLVE THE CRAFT

INSPIRE & EVANGELIZE

UXAWARDS.ORG
#UXAwards @UXAwards
©2015
NEXT UX AWARDS SUMMER 2017

2016-2017 ADVISORY BOARD
Todd Lefelt
Managing Director UX,  
Huge LA
Scott McDonald
Co-Founder &
Managing Director,
Modus NY
Matthew Weber
VP UX & Design,  
Zoomdata; Adjunct,
NYU NY
Janaki Kumar
Vice President, Head
of Design and Co-
Innovation Center, SAP
Labs, Palo Alto
Dale Herigstad
Advanced Interaction
Consultant; Co-Founder,
SeeSpace, London UK

UXAwards.org @UXAwards
ANYONE, FROM ANYWHERE, CAN SUBMIT

UXAWARDS.ORG
FORM + CASE STUDY
UXAWARDS.ORG @UXAWARDS
IN EARLY-MID 2017 FOR 2017
SUBMIT ONLINE!
JOIN OUR MAILING LIST OR @UXAWARDS

UXAWARDS.ORG
#UXAwards @UXAwards
©2015
HOW PROJECTS ARE EVALUATED

1 GRAND
3 SILVER
3 BRONZE
1 HIGHEST RATED
3 GOLD
1 STUDENT
1 PEOPLE’S CHOICE
3-5 HONORABLE MENTION
1 MOST POPULAR
20 AWARDS

JUDGED BY SENIOR PRACTITIONERS AND THOUGHT LEADERS
IRENE AU
PARTNER, KHOSLA
VENTURES 
JAKE BARTON
PRINCIPAL &
FOUNDER, LOCAL
PROJECTS
GILES COLBORNE
MD, CX PARTNERS;
AUTHOR, SIMPLE &
USABLE
KATIE DILL
HEAD OF EXPERIENCE
DESIGN AIRBNB
BILL FLORA
FOUNDER, TECTONIC;
FORMER DESIGN
DIRECTOR, MS
JENNIFER KILIAN
VP DIGITAL, MCKINSEY
IAN WORLEY
GLOBAL HEAD OF UX
& DESIGN, MORGAN
STANLEY
PETER MERHOLZ
EXPERIENCE DESIGN
CONSULTANT, FORMER
COFOUNDER ADAPTIVE
PATH 
JANICE FRASER
HEAD OF LUXR AT
PIVOTAL LABS
MICHAL PASTERNAK
FORMER CXO, HUGE
GREG PETROFF
CHIEF EXPERIENCE
OFFICER & GM, GE
ALEX WRIGHT
HEAD OF USER RESEARCH,
ETSY 
CLIFF KUANG
SENIOR EDITOR AT
WIRED
TURI MCKINLEY
PARTICIPATORY DESIGN
DIRECTOR, FROG
MARGARET STEWART
DIRECTOR OF PRODUCT
DESIGN, FACEBOOK
BRIAN KRALYEVICH
VP UX, AMAZON
ALEX CUTHBERT
VP UX, PICSART; FORMER
SENIOR PRODUCT
DESIGNER, GOOGLE 
TOMER SHARON
VP UX, WEWORK; FORMER SR.
UX RESEARCHER, GOOGLE 
CHRIS JAFFE
VP PRODUCT INNOVATION,
NETFLIX 
CINDY JEFFERS
CEO, SALON

1. USER User & needs clearly identified
2. SOLUTION Product clearly solves user needs
3. USABLE Well-designed, intuitive & usable product
4. PROCESS UX process explained in submission, incorporating best practices
5. RESEARCH User research & testing incorporated
6. STORY Case study has a coherent, compelling narrative 
7. IMPRESSIVE PRODUCT New, complex or advanced technology
8. IMPRESSIVE IMPACT Customer adoption/ user satisfaction/ social value
Negatives: product demo only; no mention of ux; no process discussion;  
submission is incoherent, confusing, sloppy or full of errors
INTERNAL VETTING: THE BASELINE OF “GOOD” UX

1. VETTING & INTERNAL RANKING FOR “GOOD”

2. AVERAGE OF JUDGE’S INDEPENDENT SCORING

3. DISCUSSION FOLLOWS

4. RE-VOTING + DISCUSSION DECIDES WINNERS

WINNERS NON-WINNERS
JUDGES’ SCORES VS. AVERAGE: GREATNESS IS SUBJECTIVE
2015 SCORES. BLACK= AVERAGE, COLORS= INDIVIDUAL JUDGES

SOME JUDGES ARE MORE CHARITABLE THAN OTHERS
NON-WINNERSWINNERS
2015 SCORES, SMOOTHED. BLACK= AVERAGE, COLORS= INDIVIDUAL JUDGES

E V E N R E S P E C T E D, S E N I O R O P I N I O N S D I F F E R
W H AT M A K E S S O M E T H I N G G R E AT ?  
( W I N N I N G )

Solves a problem (useful)
Understands users' needs
Is easy to understand and use (usable)
Is appealing and desirable
Thinks of UX as a journey
Examines edge cases (comprehensive)
JUDGE KATIE DILL’S EVALUATION CRITERIA

Process - did they involve users and really seek to understand their problems?
Insight - were there insights derived and put to use in the design?
Results - could they show evidence of the positive impact their design had?
Execution Quality- Was the design executed with polish and flair?
JUDGE GILES COLBORNE’S EVALUATION CRITERIA

JUDGE BILL FLORA’S EVALUATION CRITERIA

PUBLIC CROWDVOTING

2015 AVERAGE SCORES, SMOOTHED. BLACK= CROWDVOTE, COLORS= JUDGES
THE PUBLIC & JUDGES GENERALLY AGREE

POP QUIZ
WHAT STEPS DO WE FOLLOW TO DECIDE ON TOP WORK? 
1. VETTING FOR “GOOD”
2. JUDGES VOTE INDEPENDENTLY
3. GROUP CONSENSUS
(& CROWDVOTE GENERALLY MATCHES)

Greatness is subjective, but there are still commonalities, and surprising consensus 
Greatness in UX requires many baseline “good” factors to be present, plus 
Greatness also demands your projects be exceptional! (up next)
3 TAKEAWAYS FROM OUR PROCESS

UXAWARDS.ORG
#UXAwards @UXAwards
©2015
WHAT IT TAKES TO MAKE EXCEPTIONAL UX

PREVIEW: THE FIRST UX AWARDS BOOK
GOOD TO GREAT UX
 
ANALYSIS OF 5 YEARS OF DATA
WHAT IS EXCEPTIONAL UX
AND HOW CAN TEAMS ACHIEVE IT?

RETROSPECTIVE ANALYSIS IN 2016 BASED ON 22 STANDARDIZED FACTORS
ANALYZED HUNDREDS OF SUBMISSIONS ACROSS FIVE YEARS OF DATA
BOTH QUANTITATIVE (SCORING) & QUALITATIVE ANALYSIS (JUDGES’ COMMENTS)
WINNERS VS. NON-WINNERS, JUDGES’ SCORES, CROWDVOTES, INTERNAL SCORES
ANALYSIS
RETROSPECTIVE ANALYSIS IN 2016 BASED ON 22 STANDARDIZED FACTORS
ANALYZED HUNDREDS OF SUBMISSIONS ACROSS FIVE YEARS OF DATA
QUANTITATIVE ANALYSIS (SCORING) & QUALITATIVE ANALYSIS (JUDGES’ COMMENTS)
COMPARED WINNERS VS. NON-WINNERS, JUDGES’ & INTERNAL SCORES, CROWDVOTES

QUALITATIVE ANALYSIS 
JUDGES’ COMMENTS AS KEYWORDS

JUDGING BY MASTER CHEFS

QUALITATIVE ANALYSIS: KEYWORDS
NON-WINNERSWINNERS

 
ANALYZED 22 INDEPENDENT FACTORS 
+ JUDGE VOTES & CROWDVOTES

W i n n e r s
E n t r a n t s
2 0 1 4
EXPERIENCE REALLY MATTERS!
update
so
winners
is
on
bo/om
on

this
OR
winners
on
top
in
2015
so

consistent

AND
change
transi=on
prior
if
keep

both

EXPERIENCE REALLY MATTERS!
W i n n e r s
E n t r a n t s
2 0 1 5

QUALITY IMPROVING EACH YEAR, ACROSS ALL FACTORS
WINNERS’ METRICS2011-2015, AVERAGE METRICS

QUALITY IMPROVING EACH YEAR, ACROSS ALL FACTORS
2011-2015, WINNERS’ METRICS

NARROWING DIFFERENCES AMONG THE BEST

1-9.
GETTING TO GOOD

“GOOD” IS A SET OF GUIDELINES, LIKE A JULIA CHILD RECIPE

9 COMMON FACTORS OF “GOOD” UX
8. FOLLOWS A COHERENT, COMPELLING NARRATIVE THAT'S EASY TO FOLLOW
7. PRODUCT TESTING INCORPORATED IN THE PROCESS
6. USER RESEARCH INCORPORATED IN THE PROCESS
5. UX PROCESS & APPROACH EXPLAINED, INCORPORATING BEST PRACTICES
4. PRODUCT IS WELL-DESIGNED, INTUITIVE & USABLE (FUNCTIONAL)
3. PRODUCT CLEARLY ADDRESSES & SOLVES USER NEEDS
2. USER NEEDS & GOALS ARE WELL DEFINED
1. TARGET USER CLEARLY IDENTIFIED
9. BENEFITS FROM SIGNIFICANT INTERNAL OR CLIENT SUPPORT

21. OPAQUE: SOLUTION NOT SHOWN IN SUFFICIENT DEPTH TO EVALUATE
22. NO MENTION OF IMPACT/ UNLAUNCHED PRODUCT (WHEN NOT CONCEPT/ STUDENT WORK)
20. NOT A UX CASE STUDY / NOT DISCUSS OR SHOW UX AT ALL (EX: PRODUCT DEMO)
19. INCOHERENT, CONFUSING OR SLOPPY SUBMISSION (EX: SPELLING ERRORS)
4 COMMON NEGATIVES

9 FACTORS
TO GO FROM GOOD TO GREAT  
EXCEPTIONAL UX REQUIRES BEING EXCEPTIONAL

MANY INGREDIENTS, WHEN MIXED, CREATE DIFFERENT OUTCOMES

TO CREATE EXCEPTIONAL WORK,
YOU NEED TO BE EXCEPTIONAL
IN YOUR ACTIONS AND INTENT

9 EXCEPTIONAL UX FACTORS: HOW TO BE EXCEPTIONAL
13. ADDRESSES BUSINESS OR TECHNICAL CONCERNS, BEYOND UX
11. POLISHED VISUAL DESIGN AND AESTHETIC
12. NARRATIVE APPEAL VIA MUSIC, PEOPLE, IMAGERY
16. SOCIAL/ ECONOMIC/ CULTURAL IMPACT OR MISSION
18. AIMS TO ADVANCE THE CRAFT OF UX
17. BRINGS UX INTO NEW REALMS (BEYOND SITES & APPS)
15. IMPRESSIVE PRODUCT / NEW / ADVANCED TECHNOLOGY
14. IMPRESSIVE IMPACT / ADOPTION / SATISFACTION AFTER LAUNCH

CORRELATION ANALYSIS: TOP FACTORS
5-YEAR CORRELATION ANALYSIS OF EACH FACTOR ON WINNING
1. GOOD VISUAL DESIGN
2. IMPRESSIVE PRODUCT
3. SIMPLE
4. INTUITIVE & FUNCTIONAL
5. EXCELLENT CRAFTSMANSHIP
6. BRINGS UX INTO NEW REALMS
7. COMPELLING CASE STUDY
8. SOLVES BUSINESS / TECH PROBLEMS
9. ADDRESSES USER NEEDS
10.IMPACT/ADOPTION

DIFFERENCES BETWEEN WINNERS, NON-WINNERS
WINNERS VS. NON-WINNERS BY FACTOR SCORES, 5-YEAR AVERAGE

DIFFERENCES BETWEEN WINNERS, NON-WINNERS
WINNERS VS. NON-WINNERS BY FACTOR SCORES, 5-YEAR AVERAGE
1. INTUITIVE & FUNCTIONAL
2. SIMPLE
3. GOOD VISUAL DESIGN
4. IMPRESSIVE PRODUCT
5. IMPRESSIVE IMPACT
6. EXCELLENT CRAFTSMANSHIP
7. INCORPORATES TESTING
8. BRINGS UX INTO NEW REALMS

THE WINNING RECIPE
PRODUCT
+ PROCESS
+ SIMPLICITY
+ CREATIVITY
+ CRAFTSMANSHIP
+ STORYTELLING
+ IMPACT
= EXCEPTIONAL UX

ESTABLISH THE RIGHT INTERNAL PROCESSES AND GARNER SUFFICIENT SUPPORT
FOLLOW GOOD UX BASICS: Clear user definition based on research; well-defined solution
solves explicit user problem; incorporates user testing; focuses on usability & efficacy
- “Case study” aids team with focus on outcomes
- Passion for user-centered design
- Team creativity and innovation encouraged
- Desire to take risks and have an outsize impact
- Organizational support: funding, timing, staff, influence and respect
ESTABLISH “GOOD UX” TEAM PROCESSES

AIM TO CREATE EXCEPTIONALLY HIGH-QUALITY WORK
- Impact on business and technology through UX
- Superb narrative and storytelling
- Design craftsmanship, simplicity, elegance
AIM TO HAVE AN IMPACT THAT REACHES FAR BEYOND THE PROJECT
- Advancing the craft of UX
- Social/ economic/ cultural
- UX in new technical/ interaction realms
THEN, HAVE YOUR TEAM ASPIRE TO GREATNESS!
- Deep user empathy, understanding
- Model of UX process

5 KEYWORDS FOR TEAM #GREATNESS
INTUITIVE
SIMPLE
QUALITY
IMPACT
IMPRESSIVE

UX PROCESS, SOCIETAL IMPACT
SIMPLICITY, STORYTELLING
BUSINESS IMPACT, CRAFTSMANSHIP, UX PROCESS
INNOVATION, SOCIETAL IMPACT, STORYTELLING
MOVING THROUGH GLASS
BILT
NAILSNAPS
HACKABALL
MOVING FROM GOOD TO GREAT
Examples:

UXAWARDS.ORG
#UXAwards @UXAwards
©2015
MOVING THROUGH GLASS
MARK MORRIS DANCE GROUP
H O N O R A B L E M E N T I O N
EXCEPTIONAL UX PROCESS & S OCI A L IMPA CT

UXAWARDS.ORG
#UXAwards @UXAwards
©2015
BILT: ASSEMBLY MADE EASY
PRODUCT SIMPLICITY & SUPE R I OR S TOR Y TE LLING
GOLD: BEST UX FOR INTEGRATED PHY S I CA L-D I G I TA L S OLUTI ONS

UXAWARDS.ORG
#UXAwards @UXAwards
©2015
TURN PHOTOS INTO
CUSTOM NAIL ART
SILVER: MOST FUN AND CREAT I V E UX-D R I V E N PROD UCT
STRONG BUSINESS IMPACT, CRAFTSMANSHIP & UX PROCESS

SILVER: MOST FUN AND CREAT I V E UX-D R I V E N PROD UCT

UXAWARDS.ORG
#UXAwards @UXAwards
©2015
HACKABALL
POWERFUL INNOVATION, SOCIA L IMPA CT & NA R R ATI V E
GOLD: MOST ENGAGING UX FOR D I G I TA L E D UCATI ON

TEAM TAKEAWAYS FROM OUR ANALYSIS
GREATNESS IS SUBJECTIVE, BUT THERE ARE STILL COMMONALITIES, AND SURPRISING CONSENSUS 
GREATNESS IN UX REQUIRES MANY BASELINE “GOOD” FACTORS TO BE PRESENT, PLUS 
GREATNESS ALSO REQUIRES YOUR TEAM TO BE EXCEPTIONALL!

ESTABLISH THE RIGHT PROCESSES AND GARNER SUPPORT
FOLLOW GOOD UX BASICS: Clear user definition based on research; well-defined solution
solves explicit user problem; incorporates user testing; focuses on usability & efficacy
- “Case study” aids team with focus on outcomes
- Passion for user-centered design
- Team creativity and innovation encouraged
- Desire to take risks and have an outsize impact
- Organizational support: funding, timing, staff, influence and respect
ESTABLISH “GOOD UX” TEAM PROCESSES

AIM TO CREATE EXCEPTIONALLY HIGH-QUALITY WORK
- Impact on business and technology through UX
- Superb narrative and storytelling
- Design craftsmanship, simplicity, elegance
AIM TO HAVE AN IMPACT THAT REACHES FAR BEYOND THE PROJECT
- Advancing the craft of UX
- Social/ economic/ cultural
- UX in new technical/ interaction realms
HAVE YOUR TEAM ASPIRE TO GREATNESS!
- Deep user empathy, understanding
- Model of UX process

TO CREATE EXCEPTIONAL WORK,
BE EXCEPTIONAL
IN YOUR TEAM’S ACTIONS AND INTENT

THANKS TO THE VOLUNTEERS 
WHO HELPED WITH THIS ANALYSIS!
SPECIAL ADVISOR
Brittany Kaufman, Kevon Lovelace, Conner Hunihan, Hannelore Geeraerts
Giles Colborne

Q&A: BEVERLY MAY
FOUNDER & EXECUTIVE DIRECTOR, UX AWARDS 
UX Instructor, General Assembly; UX & Product Lead

Q&A GUEST: JANAKI KUMAR
VP, HEAD OF DESIGN & CO-INNOVATION CENTER, 
SAP LABS PALO ALTO
UX Awards Advisory Board & Multi-Time UX Awards Winner

Q&A GUEST: RONNIE BATTISTA
XD PRACTICE LEAD, SLALOM; PROGRAM
DIRECTOR, RUTGERS UNIVERSITY UXD MINI-MS
2012 UX Awards Judge

UX STRAT USA: Beverly May, "Moving Your Team From Good To Great UX"

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