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Ux strategy
1. The UX Strategy*
A Strategic Approach to User Experience
IT ManagementFinal
*This is an IT only presentation –
information within this deck will
be reviewed with business.
2. UX Strategy Team
2
Our TeamCross Team Representation
BOSS
John Haley
DATA
Shelley Gehrman
ADS - SAS
Joe Nestlerode
Committee
Members
ARCHITECTURE
Lloyd Schenewerk
ADS - CAT
Mike Jones
3. UX Strategy Team
3
Define
Scope of UX Strategy, Definitions
Align
Business Strategy, BPM, SOA, Architecture,
Data, PMO, Testing
Organize
Structure, Governance, Execution
Guide IT organization and define adoption of
intuitive user experience impacting our
organizational processes, structure, and skills.
Our Charter
Transform
Develop staff, Grow, Evolve
4. UX Strategy Team
4
People &
Process
Scope of UX Strategy
2 Components
A
Focus on User
Experience
Tools
B
New
Technology
Patterns
6. UX Strategy Team
6
USER
EXPERIENCE
The aim of usability is to make the user
interface easy to use whilst the aim of user
experience to make the user happy before,
during and after using the interface.
User Experience
Where Technology meets Psychology
USABILIT
Y
User Interface is the vehicle, Usability is the
science and User Experience is the emotion.
When done properly, user experience effectively
enhances the relationship between the user and
the brand. This is because true user experience
goes far beyond giving customers what they say
they want, or providing checklist features
USER
INTERFACE
7. UX Strategy Team
7
The Importance of User Experience
User
experience
(UX) has
become a
critical factor
in customer
and
workplace
satisfaction
40% of people will abandon a
web page if it takes more
than three seconds to load. A
study of Fortune 500 websites
showed an average load time
of 6.5 seconds.
Source: Hubspot.com
The industry is going to
the “Experience First”
methodology, which is a
proven methodology for
improving customer
satisfaction.
Poor customer experiences
result in an estimated $83 Billion
loss by US enterprises each
year because of defections and
abandoned purchases.
Source: Parature Customer
Service Blog
“User
Experience”
is becoming
a key
differentiator
In the
industry.
89% of consumers
began doing business
with a competitor
following a poor
customer experience.
Source: RightNow
Customer Experience
Impact Report 2011
8. UX Strategy Team
8
• Sold 8,000 in 48 days
• Microsoft spent 2
years and over 1
billion dollars
• No Apps, No Games
45%
Lorem Ipsum
Dolor Sit Amet
Apple
iPhone
Microsoft
Kin
Verizon
Stopped Selling
it after 48 days
and returned
unsold phones
• Sold 600,000
preorders in 24 hours
• Apps and Games
• Highly praised
interface
Over 421
Million Units
Sold
To Date
User Experience is a Competitive
Advantage
9. UX Strategy Team
9
Steps to a better User Experience
Experience First Model
User Stories
USER STORIES
Captures
what a user
does or
needs to do
as part of his
or her job
function
What does
the user...
EMPATHIES Fictitious
characters
represent
user
communities
in order to
solve design
questions
PERSONAS
Visual guides
represent
skeletal
frameworks
of a website
WIREFRAMES
Interactive
models
simulate
eventual
working
systems
PROTOTYPES
PLANNING PHASE
10. UX Strategy Team
10
Persona Groups
Persona 1
Back Office
Persona 2
FA Mobile
Persona 4
Customer
Persona 5
Call Center
Persona 3
Front Office
Persona 6
Middle Office
Brokerage
Persona Groups
Definition
A persona group is intended
to identify a subset of a
total user population that
share the same goals and
behaviors and might use a
site, brand or product in a
similar way
11. UX Strategy Team
11
OUTLINE
Recommend tools for each
phase of the Experience First
Model
DEFINE
Define the process for
the Experience First
Model
ENGAGE
Engage with business leaders to
review recommendations
How will MarkIT be leveraged for Wireframes going forward?
How could these new processes/steps impact project timeline and cost?
Will the Business Process workflow teams be stewards of User Stories?
Vendor Products – What is the strategy to provide common look and feel (e.g. BondDesk,
Caliper)
Define UX Strategy - Next Steps
questions
• Who owns each phase
(business, IT, both, team)?
• Funding of each phase?
• Roles included?
• Impact on roles and existing
responsibilities?
• Lifecycle reconciliation (PMO)
• How will UCD be expanded to
meet demand?
• Review Glossary
12. UX Strategy Team
12
New Technology Patterns & Tools
B
The Tools to build Modern Applications
13. UX Strategy Team
13
The UXi Pattern
Socialization and Education
The Pattern
Reference
The User Experience (UX) Interface
pattern describes principles and
technologies for delivering application
interface functionality to end users
through web browsers and connected
devices. This pattern creates Rich
Internet Applications, Single Page
Applications, Widgets, and web
pages, based on
Responsive Web Design. The
User Interface (UI) is focused on
delivering an integrated and
consistent functionality, enhancing the
end user’s experience and workflow
— not a single business system from
UI
to data.
This pattern will utilize,
but not contain, the
following areas of
business systems:
• Domain Services
• Business Process
Management
• Business Rules
Engine
14. UX Strategy Team
14
The UXi Pattern
Socialization and Education (Page 2)
• Deliver content and functionality to end user based on the screen resolution and device
capabilities.
• Adapt to the delivery medium without user intervention.
• Aggregate backend services, workflows and processes into an intuitive, highly integrated UI that
focuses on user experience, productivity and ease of use.
• Utilize standards based web technologies including
HTML5, CSS3, and JavaScript.
• Provide a single architectural pattern, style and technology
stack for all UI needs on all connected devices and browsers.
• Exclude proprietary thick technologies such as Adobe Flash,
Microsoft Silverlight and Java applets.
• Modernize our UI technology skillsets to state of the art.
• Lay the foundations for a competitive and highly flexible
UX technology practice within WBR.
• “Responsive Design” Techniques
• “Decision Tree” Usage when Uxi appropriate
The focus of this UX Interface pattern is to:
15. UX Strategy Team
15
Define
Scope of UX Strategy, Definitions
Align
Business Strategy, BPM, SOA, Architecture,
Data, PMO, Testing
Organize
Structure, Governance, Execution
Guide IT organization and define adoption
of intuitive user experience impacting our
organizational processes, structure, and
skills.
Our Charter
Transform
Develop staff, Grow, Evolve
16. UX Strategy Team
16
Define
Use BPM Coach vs.
“Jackbe” or “Presto”
or other code base
choice (tertiary
solution) – decision
tree for when to
use each?
Collaboration
between BPM, UX
and Architecture
teams.
PATTERN
Socialization
Consider
Enterprise Playbook
How do changes
impact each role
How do changes
impact process
UX ROADMAP
Technical Plan
Device Strategy
Organizing
Alignment
Training Strategy
TPM Alignment
Organize UX Strategy - Next Steps
17. UX Strategy Team
17
Assign Persona Group Owners
02
Persona
Groups
Persona Owners:
•Champion Projects within the Persona
•Govern platform(s) and/or device(s) used
by the Persona
•Work closely with other Persona owners to
establish standards and best practices
across Personas.
•Serve as member of the UX Steering
Committee to determine the future direction
of UX.
•Establish business relationship with
business leaders for the Persona
•No reorganization of contributor staff at
this time
•Eventually Persona expansion to WBR
level.
•The breakdown to the left is a current
assumption and requires further thought
and conversation with the business
Persona 1
Back Office
Persona 2
FA Mobile
Persona 4
Customer
Persona 5
Call Center
Persona 3
Front Office
Persona 6
Middle Office
Brokerage
18. UX Strategy Team
18
Execution is Everything
UX Governance Structure
4th
QTR of 2013 (dotted lines future)
01
Strategy Team
03UX Competency Team
Capability Team Lead
Solution Architect
Strategy Architect
Analyst(s)
Developer(s)
05
FA Mobile
Front Office
Retail (eBrokerage)
Call Center
Middle Office
Back Office
App Delivery Teams/Owners
02
Steering Committee Chair
WBR Architecture
FA Mobile Persona
Front Office Persona
Middle Office Persona
Back Office Persona
Call Center Persona
Client Persona
Business
Data, Test & PMO reps
Steering Committee
04
UX Competency
Team
Business/User
Centered
Design (UCD)
Until we have closed any pending action items (including vetting our recommendation
with the business) and confirmed that the business is on board, we would ramp up the
larger Steering Committee.
Competency Team:
•Cross section of technology teams
represented
•Serve as a “center of excellence” for UX
working with UX projects to guide on
processes, tools and technologies.
•Evaluate standing processes, tools and
technologies to determine gaps or
recommend changes to the UX Steering
Committee (rapidly changing space)
•Primary liaison to User Center Design
•Roadmap planning with Architecture
•Team has already assembled
Steering Committee:
•Senior decision making body for UX
•Meets regularly to evaluate and
evolve the UX organization, pattern
and tools to ensure proper UX
adoption.
•Reviews all UX candidate projects
•Defines the development and training
plan UX resources
•Ensures proper governance of UX
development
•Evaluates the recommendations of UX
Competency Team
•Coordinates with other Pattern
Steering Committees (SOA) as
needed.
•Provides periodic progress updates to
Sr Leadership
Strategy Team:
Vet scope and recommendations with
Technology Leadership
Engage business leaders to ensure
strategic alignment
19. UX Strategy Team
19
Define
Scope of UX Strategy, Definitions
Align
Business Strategy, BPM, SOA, Architecture,
Data, PMO, Testing
Organize
Structure, Governance, Execution
Guide IT organization and define adoption
of intuitive user experience impacting our
organizational processes, structure, and
skills.
Our Charter
Transform
Develop staff, Grow, Evolve
20. UX Strategy Team
20
RESTATE
Alignment actions
throughout earlier
part of deck
- Business
Alignment
MEETING
WITH BPM to
discuss Coach
MEETING
with SOA Strategy
PRESENT
Progress and further
recommendations in
next forum.
Align UX Strategy - Next Steps
21. UX Strategy Team
21
Define
Scope of UX Strategy, Definitions
Align
Business Strategy, BPM, SOA, Architecture,
Data, PMO, Testing
Organize
Structure, Governance, Execution
Guide IT organization and define adoption
of intuitive user experience impacting our
organizational processes, structure, and
skills.
Our Charter
Transform
Develop staff, Grow, Evolve
22. UX Strategy Team
22
UX Representatives
now available
Training – 1 round
Training existing staff thru
engagment of UX
Compentency Team (for now)
Maintenance of UX pattern
Transform
Adapting to NextGen
recommendations
Longevity of funding
UX vendors (MarkIT)
23. UX Strategy Team
23
Progress to Date
Make an Impact
New Development Pattern
Train on Development
Language
Define Holistically,
Technology & Process
Visual Design is the Establishment of a philosophy about how to make an impact
Do we Need to know/communicate WHAT is changing – new development pattern (train people on development language) - maybe not (steven Jolly, Aaron Case) Current state = next state – the pattern into a one pager
Defined holistically, technology & process
Updated notes…
Two Fold explanation -
1. UX is Philosophical – IT Delivery Team
2. Technical leveraged across other devices
a. Tools (WIJMO, etc)
b. Complete with a templated and formatted approach using our pattern
We want to bring the process to app dev models through MarkIt
Talk about markIt and how it might integrate with our processes – as yet undefined
Synthesize White Paper from UX pattern document (technical construction)- Britt
UXI pattern introduces 3 changes to how applications are developed…
Emphasizes optimizing the user experience.
Goal: promote a User-Centered Design approach to development (as opposed to an Application-Centered approach)
Goal: deliver well-designed and intuitive user experiences based on each group’s needs. (A group is sometimes referred to as a “persona group”).
Goal: eliminate the “swivel chair” experience of bouncing between dozens of functional applications to complete a task.
Adopts the look & feel of modern web & mobile applications.
Goal: provide feasibility for our solutions to be available on a wider range of devices (e.g. tablets).
Goal: provide seamless & responsive user experience:
Google’s search box auto completion.
The responsiveness and interactivity of Google Maps, Google Finance.
Heavily depends on our Service layer to separate UI from the underlying systems.
Goal: to provide easier integration across systems.
Goal: increased agility at introducing UI adaptations for same underlying functionality
Goal: fast adoption of new devices
Synthesize White Paper from UX pattern document (technical construction)- Britt
UXI pattern introduces 3 changes to how applications are developed…
Emphasizes optimizing the user experience.
Goal: promote a User-Centered Design approach to development (as opposed to an Application-Centered approach)
Goal: deliver well-designed and intuitive user experiences based on each group’s needs. (A group is sometimes referred to as a “persona group”).
Goal: eliminate the “swivel chair” experience of bouncing between dozens of functional applications to complete a task.
Adopts the look & feel of modern web & mobile applications.
Goal: provide feasibility for our solutions to be available on a wider range of devices (e.g. tablets).
Goal: provide seamless & responsive user experience:
Google’s search box auto completion.
The responsiveness and interactivity of Google Maps, Google Finance.
Heavily depends on our Service layer to separate UI from the underlying systems.
Goal: to provide easier integration across systems.
Goal: increased agility at introducing UI adaptations for same underlying functionality
Goal: fast adoption of new devices
Delete names
Re
Reduce Glossary to used terms and create Hyperlinks for each
