Ux strat2013 innes+friedland

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Liam Friedland and Jon Innes' slides on "UX Strategy and Organizational Synergy". Presented at the UX Strat 2013 conference in Atlanta GA.

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  • Slide 3 is pure genius ;-) Love it!

    From my perspective (as an engineer) most value and creativity is lost during the (initial) 'creation' process, which imho should be looked at in more detail. All too often I've witnessed the following things happen repeatedly:

    a) isolated, anecdotal evidence 'matures' through repeated (internal) discussions until it reaches a point where it is widely accepted as a commonly known fact and never challenged again.

    b) a product owner has a great idea but keeps it to herself because she thinks it can't (technically) be done.

    I also think that the role of a domain expert is not recognized widely enough – I don't see it represented here, either...

    Cheerio, Harry.
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Ux strat2013 innes+friedland

  1. 1. UX Strategy and Organizational Synergy Jon Innes Liam Friedland UX Strat 2013 11 September 2013 @innes_jon @liamfriedland
  2. 2. 2UX INNOVATION LLC Strategy & The Learning Organization Strategic planning perspective: • Will be? • Should be? • New? • Abandon? To endure an organization must learn and adapt The Learning Organization Group learning Mentoring (1 to 1) Individual learning From “Management: Tasks, Responsibilities and Practices” by Peter Drucker
  3. 3. 3UX INNOVATION LLC Impediment: Organizational Tribalism Developers Designers PM QA Developers As seen by Designers As seen by PM As seen by QA As seen by
  4. 4. 4 UX INNOVATION LLC Collaboration: The Key •Step outside of your office •Big picture perspective •Define strategy for influencing •How do you work with other groups in your company? •Cultivate allies
  5. 5. 5UX INNOVATION LLC New relationships that don’t yet exist Core Adjacent 10% Expanding from existing relationships into new ones Optimizing relationships with current partners Serving existing relationships within the business Serve adjacent relationships within the business Outsiders: New ideas and ways of working Strategically Investing in Relationships 30%60% Transformational
  6. 6. 6UX INNOVATION LLC Pathway to Collaboration Stakeholder Role • Individual, group, committee? • Approves or supports the change? Needs & Reactions • Active, passive, fence-sitter, in opposition? • Expectations, red flags, hot buttons? Goals & Plans • Visible support, part of the change? • Directly or indirectly involved?
  7. 7. 7UX INNOVATION LLC Questions Defining UX Strategy Formative • What is the problem? • Who is the user? Ideation • What are the possible solutions? • How exactly might these solutions work? Summative • Does the solution meet users expectations? • How do we measure success?
  8. 8. 8UX INNOVATION LLC Systems Thinking Defines UX Strategy Formative Research Summative Research Interaction Design Information Architecture Visual Design Concept Prototyping UX Formative
  9. 9. 9UX INNOVATION LLC Systems Thinking Defines UX Strategy Formative Research Summative Research Interaction Design Information Architecture Visual Design Concept Prototyping UXIdeation
  10. 10. 10UX INNOVATION LLC Systems Thinking Defines UX Strategy Summative Formative Research Summative Research Interaction Design Information Architecture Visual Design Concept Prototyping UX
  11. 11. 11UX INNOVATION LLC Organizing for Innovation Formative Research Summative Research Interaction Design Information Architecture Visual Design Concept Prototyping UX Market Research Quality Assurance Domain Experts Engineering Advertising Support Brand Strategy Sales & Marketing Content Experts Product Owners Project Management Defining the User Experience Function: Organizing for Innovation. Interactions Magazine, 2007 HCI Researchers
  12. 12. 12UX INNOVATION LLC Tactic: Collaborate to Define Backlog Formative Research Summative Research Interaction Design Information Architecture Visual Design Concept Prototyping UX 1. Conduct user interviews 2. Draft initial user stories 3. Create initial site map 4. Develop initial wireframes Work with Product Owner to define requirements
  13. 13. 13UX INNOVATION LLC Tactic: Testing Minimum Viable Prototype Formative Research Summative Research Interaction Design Information Architecture Visual Design Concept Prototyping UX Work with Agile team to test MVP 1. Develop mockups 2. Create prototype 3. Validate with users
  14. 14. 14UX INNOVATION LLC Tactic: Concept Pitch to VCs or Execs Formative Research Summative Research Interaction Design Information Architecture Visual Design Concept Prototyping UX 1. Gather scenarios 2. Wireframe key screens 3. Make ’em pretty 4. Build a click thru Work with entrepreneurs to develop a new product concept or service
  15. 15. 15UX INNOVATION LLC Tactic: Re-Architect a Product Formative Research Summative Research Interaction Design Information Architecture Visual Design Concept Prototyping UX 1. Re-imagine direction 2. Build mockups 3. Test designs 4. Create visual language Work with VP products to reinvent a product category
  16. 16. 16UX INNOVATION LLC Tactic: Integrate Acquired Products 1. Understand usage 2. Leverage & extend existing patterns 3. Develop new patterns 4. Skin it Work with product teams to integrate acquired products onto a platform Formative Research Summative Research Interaction Design Information Architecture Visual Design Concept Prototyping UX
  17. 17. 17 UX INNOVATION LLC Strategy For Success • Right people—right time • Formal & informal channels • Effective give and take relationships • Understand perspectives of others • Know when to fight and when to compromise
  18. 18. 18 UX INNOVATION LLC Summary • Function as a “change agent” • Partner tactically to achieve strategic goals • Influence others as part of your “foreign policy” • Develop cross-org synergies • Adjust deliverables to align with strategy

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