Uxcoach Yshek Iasummit2008

Slide 1: Becoming a UX Coach: Proving Success One Champion at a Time IA Summit 2008 Miami, Florida Yvonne Shek | nForm User Experience nform.ca yvonne.shek@nform.ca

Slide 2: Introduction Yvonne is a Director at nForm. She has ten years of experience as an IA/UX practitioner. A number of her clients are Fortune 500 companies. Before that, Yvonne was a human factors researcher for five years, at the Defense and Civil Institute of Environmental Medicine, in Toronto. She earned her M.Sc. in ergonomics from UCL in the U.K. and her B.Sc. In cognitive psychology from the University of Toronto.

Slide 3: What we will talk about today > UX Coaching: WHAT WHY WHO WHEN HOW > Case Study > Heart of Coaching

Slide 4: The human case for coaching The traditional approach to management has its roots in an autocratic, military-style “command-and-control” model that works well in the environment for which is was designed: WAR. But in most business settings, it has serious unintended consequences. - Crane & Patrick

Slide 5: Command and Control Approach Is imprinted

Slide 8: Chronic problem (of reach and effectiveness)

Slide 9: Getting buy-in from client / manager Client: Manager: • “Make sure you talk about what it is • “Tell me again: why you are in my that you do in your SOW” group? I mean, shouldn’t Usability be in Marketing or something?” • “Please tell everyone in the meeting what you are doing here” • “Can you write a summary of your deliverables for our intranet?”

Slide 10: Cost-Justifying Usability • From macro- to micro- justifications • Measurements to make a case for • Different organizations & scenarios • Case studies • View from the other side of the table Bias, R. G. & Mayhew, D. J. (2005). Cost-Justifying Usability (Second Edition) – An Update for the Internet Age. San Francisco: Elsevier Inc.

Slide 12: Business acumen (so you got yourself an MBA)

Slide 13: MBA

Slide 14: The frustrating thing (about having some experience)

Slide 15: 1998 This is not a new problem that we are facing. It is more like a problem that would not go away.

Slide 16: “Now what?!”

Slide 17: Transformational Coaching (why we’ve arrived here)

Slide 18: Transformational Coaching • WHAT: What is transformational coaching? • WHY: Why would we do this? • WHO: Choosing a Champion • WHEN: Timing strategy • HOW: The 5 planes of UX/IA coaching

Slide 19: Transformational Coaching | WHAT? “the art of assisting people to enhance their effectiveness, in a way they feel helped.” Crane & Patrick, 2007 Ref 4, Page 31

Slide 20: > UX Coaching: WHAT WHY WHO WHEN HOW > Case Study > Heart of Coaching

Slide 21: Transformational Coaching | WHY? Who wins with UX Coaching? • You, because you will have an internal advocate. Someone with influence. • Your Coachee because s/he will be able to make valuable contributions to his/her organization (or to your own org) – and look good! • Both learn and grow in the process. It is a life- changing process.

Slide 22: Transformational Coaching | WHY? | From Buy-in to Advocacy Client: • “I got promoted because of our work together. This promotion really belongs Manager: to the team. Thank you for your • “I think we should sell our usability contribution to my success.” services more often! Your work • “I am going to recommend your with this client is no longer a one- company to my friends and of. It looks like a long-term colleagues.” relationship!”

Slide 23: Transformational Coaching | WHY? Because the only constant is change, and the time is right Dimension Past (not conducive to coaching) Present (conducive to coaching) Competitive Local Regional and/or Global environment Technology Incremental Relentless Organization Growth through satisfying Surviving meetings and customers exceeding expectation Structure + Systems Hierarchical, central authority Networks with distributed authority Culture Turf protection, conflict, Shared purpose, collaboration, command & control empowerment Leadership Manager, boss, decision Leader, coach, facilitator, maker, supervisor, traffic cop, servant, role model, visionary delegator Leader’s core skills Telling, directing, controlling Questioning, influencing, role modeling Ref 4: page 18 adapted

Slide 24: Transformational Coaching | WHY? Agile Survival 2.0

Slide 26: Transformational Coaching | WHO? Choosing a Champion 1. Understands the domain and its stakeholders 2. Understands and works well with people 3. Listens, listens some more, then talks 4. Is open and flexible to ideas 5. Takes risks 6. Makes decisions based on evidence 7. Is an advocate of sorts 8. Values value 9. Asks a lot of questions 10. Has low ego needs Ref 11

Slide 28: Transformational Coaching | WHEN? Timing Strategy 1. When your foot is in the door (while you are hot) 2. Budget allocation or review 3. When the organization is ready for it 4. When they are listening 5. After a massive failure or organization shake up * 6. Organizational or project benchmark 7. When you have time and energy 8. Purely opportunistic 9. When the group decides 10. When you are not stuck in Review-Approve Land, but regarded as a partner

Slide 29: Transformational Coaching | WHEN? Timing Strategy The organizational shake up: Alan Mullaly. Mandated to shake things up at Ford.

Slide 31: Transformational Coaching | HOW? 5 Planes of UX Coaching Coaching Steps Strategic UX / IA Steps Abstract Trust and Creating a high-performance Honesty environment Relationship Gestalt Consulting, Listening, building Planning together Mind shift from doing to being Gestalt Consulting (authentic) Modeling, Training, Teaching IA / UX through doing Simulation GROW: Goal, Reality, Option, Project Foundation + Alignment Will Refs 1, 5 ( Whitmore), 6 Concrete

Slide 32: 1st Plane 1 of 2 Coaching Steps Tools: Strategic Usability Steps • Competitive Analysis Goal + Reality Trust and Honesty • Analytics Creating a high-performance UCD environment • Examining secondary maps to research Relationship Gestalt Consulting, Listening, testing (shock • Usability building Planning together Research + Mind shift from from Morae) • Heuristic evaluation Discovery doing to being Gestalt Consulting sorting • Card (authentic) • Interviews + surveys Modeling, • Ethnography Seek first to understand (Covey) Training, Teaching UX through doing Simulation GROW: Goal, Reality, Option, Project Foundation + Alignment Will Refs 5, 6, 12

Slide 33: 1 Plane 2 of 2 st Coaching Steps Strategic Usability Steps Tools: Trust and Creating a high-performance Option + Will Honesty Relationship • Accelerator Workshop UCD environment • Using personas Gestalt Consulting, Design the Box • Listening, building Planning together • Backcasting maps to Mind shift from • Alignment modeling Alignment • Experience mapping doing to being Gestalt Consulting (authentic) • Project mapping Modeling, Training, Teaching UX through doing Simulation GROW: Goal, Reality, Option, Project Foundation + Alignment Will Refs 5, 6, 12

Slide 34: 2nd Plane Coaching Steps Strategic Usability Steps Any and all tools Modeling, Trust and Honesty can be taught. First Creating a high-performance through showing, UCD environment then through Training, Relationship practice. Gestalt Consulting, Listening, of the most Simulation One building Planning together all map to concrete things to teach is usability Teaching Mind shift from doing to being (authentic) Gestalt Consulting testing. Modeling, Training, Teaching Usability through doing Simulation GROW: Goal, Reality, Option, Project Foundation + Alignment Will Refs 5, 6, 12

Slide 35: Letting go (with the right Champion) Risk: Changing your practice and revenue model

Slide 36: 3rd Plane Tools + Methods: • Teach by being (and teaching Coaching Steps Strategictogether) Usability Steps Gestalt: Trust and Honesty • Many methods + tools Creating a high-performance • Whole is > the Σ of the parts UCD environment • Cares about the “whole A collection of physical, biological, psychological or symbolicRelationship person” (when you know entities that creates a unified concept, Consulting, Listening, Gestalt configuration or pattern which is greater than the Planning together wedding plans) building about her sum of its parts. Mind shift from doing to being Gestalt Consulting (authentic) Modeling, Training, “Synergize” according to Covey. Teaching UX through doing Simulation GROW: Goal, Reality, Option, Project Foundation + Alignment Will Refs 5, 6, 12

Slide 37: 4th Plane Coaching Steps Strategic Usability Steps Trust and Creating a high-performance Honesty UCD environment Relationship Gestalt Consulting, Listening, building Planning together Mind shift from Tools + Methods: Trusted doing to being Gestalt Consulting • Gestalt Consulting (authentic) • Deep listening professional Modeling, Training, Teaching UX through doing together • Planning Simulation • When you are involved in On many matters, not just directly on project issues or Hiring, Inspiring, Firing GROW: Goal, deliverables. This could include other projects, approaches, Reality, Option, Project Foundation + Alignment processes, ways toWill succeed, etc.

Slide 38: 5th Plane Coaching Steps Strategic Usability Steps Trust and Creating a high-performance Honesty UCD environment Relationship Gestalt Consulting, Listening, Trusted building Mind shift from Planning together Tools + Methods: advisor • Team building doing to being Gestalt Consulting (authentic) • Organizational behavior and change management Modeling, including all aspects of On more and deeper matters, Training, • Governance modeling Teaching UX through doing life, such as vocational, personal, and interpersonal. Simulation • Counseling GROW: Goal, "Find your voice and inspire others to find theirs." • When you know where he (Covey) Reality, Option, Project Foundationis interviewing for a job + Alignment Ref 2 Will

Slide 40: LearnAlberta.ca Coaching an organization through a project and beyond

Slide 41: We were brought in to take some notes... What the client was looking for: • “We cannot nail things down... Can you help us capture our thoughts and issues?”

Slide 42: So they knew…

Slide 43: We were brought in to take some notes... What we did: • Alignment workshops: Experience Mapping • Why and What questions • Half-day workshops over a couple of months

Slide 44: What we did | Workshops

Slide 50: What we did | Workshops

Slide 51: What we did | Swimlane Doc

Slide 52: 1 Plane 2 of 2 st Coaching Steps Strategic Usability Steps Tools: Trust and Creating a high-performance Option + Will Honesty Relationship • Accelerator Workshop UCD environment • Using personas Gestalt Consulting, Design the Box • Listening, building Planning together • Backcasting maps to Mind shift from • Alignment modeling Alignment • Experience mapping doing to being Gestalt Consulting (authentic) • Project mapping Modeling, Training, Teaching UX through doing Simulation GROW: Goal, Reality, Option, Project Foundation + Alignment Will Refs 5, 6, 12

Slide 53: Time passes... Kim starts at Learn Alberta - As Web Coordinator - Our main client contact - Teaches approach, methods, and tools

Slide 54: Time passes...

Slide 55: What we did | Wireframes, Prototype, Utests Co-design / Participation Co-design / Participation Co-design / Participation

Slide 56: Project Gateway Started with: 2. Explore (faceted browse) 3. Search All 4. Search Within

Slide 57: Project Gateway LearnAlberta.ca Contact Us Search Help Site Map Ended with: Location Alberta Government Home > Education > LearnAlberta .ca : en français Sign In 2. Explore X Font: A A A A Home Programs of Study Locate Resources My Workspace Register Search for: Aboriginal Issues in Canadian Politics SEARCH 12 Results for: “Aboriginal Issues in Canadian Politics” 3. Search All X Refine Search Grade Hide: Sort by: Title Name of Resource 1 4. Search Within √ Description: This is a description of Resource1. Sed diam Kindergarten(123) Grade 1(23) Grade 2(46) nonummy nibh euismod. Elit adispicing dolor sit Sed Grade 3(57) Grade 4(134) Grade 5(21) diam nonummy nibh euismod. amet... Grade : 1 Grade 6(37) Grade 7(10) Grade 8(55) Subject : Social Studies Type: Student Activity Grade 9(86) Grade 10(186) Grade 11(186) Format : Video Grade 12(186) More Info Support Materials | Troubleshoot | Feedback | Save to My Workspace Subject Show: Show: Name of Resource 2 Program of Study Description : This is a description of Resource1 . Sed diam nonummy nibh euismod. Elit adispicing dolor sit Sed Theme Show: diam nonummy nibh euismod. amet... Grade: 1 Learning Resource Type Show: Subject: Social Studies Type: Student Activity Media Format Show: Format: Video More Info Collections Show: Support Materials | Troubleshoot | Feedback | Save to My Workspace SEARCH Name of Resource 3 Description: This is a description of Resource3. Sed diam nonummy nibh euismod. Elit adispicing dolor sit amet...

Slide 58: 2nd Plane Coaching Steps Strategic Usability Steps Any and all tools Modeling, Trust and Honesty can be taught. First Creating a high-performance through showing, UCD environment then through Training, Relationship practice. Gestalt Consulting, Listening, of the most Simulation One building Planning together all map to concrete things to teach is usability Teaching Mind shift from doing to being (authentic) Gestalt Consulting testing. Modeling, Training, Teaching Usability through doing Simulation GROW: Goal, Reality, Option, Project Foundation + Alignment Will Refs 5, 6, 12

Slide 60: What we did | Talk on “Validation Approach”

Slide 63: “Validation Approach”???

Slide 65: 3rd Plane Tools + Methods: • Teach by being (and teaching Coaching Steps Strategictogether) Usability Steps Gestalt: • Many methods + tools Trust and Creating a high-performance Σ of the parts • Whole is > the Honesty UCD environment • Cares about the “whole A collection of physical, biological, psychological person” (when you know or symbolicRelationship entities that creates a unified concept, Consulting, Listening, Gestalt about her wedding plans) building configuration or pattern which is greater than the Planning together sum of its parts. Mind shift from doing to being Gestalt Consulting (authentic) Modeling, Training, “Synergize” according to Covey. Teaching UX through doing Simulation GROW: Goal, Reality, Option, Project Foundation + Alignment Will Refs 5, 6, 12

Slide 66: What we did | Relationship + Team Building

Slide 67: 4th Plane Coaching Steps Strategic Usability Steps Trust and Creating a high-performance Honesty UCD environment Relationship Gestalt Consulting, Listening, building Planning together Mind shift from Tools + Methods: Trusted doing to being Gestalt Consulting • Gestalt Consulting (authentic) • Deep listening professional Modeling, Training, Teaching UX through doing together • Planning Simulation • When you are involved in On many matters, not just directly on project issues or Hiring, Inspiring, Firing GROW: Goal, deliverables. This could include other projects, approaches, Reality, Option, Project Foundation + Alignment processes, ways toWill succeed, etc.

Slide 69: 5th Plane Coaching Steps Strategic Usability Steps Trust and Creating a high-performance Honesty UCD environment Relationship Gestalt Consulting, Listening, Trusted building Mind shift from Planning together Tools + Methods: advisor • Team building doing to being Gestalt Consulting (authentic) • Organizational behavior and change management Modeling, including all aspects of On more and deeper matters, Training, • Governance modeling Teaching UX through doing life, such as vocational, personal, and interpersonal. Simulation • Counseling GROW: Goal, "Find your voice and inspire others to find theirs." • When you know where he (Covey) Reality, Option, Project Foundationis interviewing for a job + Alignment Ref 2 Will

Slide 71: The Heart of Coaching “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou

Slide 72: The Heart of Transformation Transformational Components: 2. Changing mindsets 3. All that ego stuff 4. Becoming more centered 5. A matter of personal + generational style 6. Leadership by example + Self disclosure

Slide 73: The Heart of Transformation 1. Changing Mindsets BOSS COACH Pushes / Drives Lifts / Supports Tells / Directs / Lectures Asks / Requests / Listens Talks at people Engages in dialogue with people Controls through decisions Facilitates by empowering Knows the answer Seeks the answer Triggers insecurity using fear to achieve Stimulates creativity using purpose to compliance inspire commitment Points to errors Celebrates learning Problem solver / Decision maker Collaborator / Facilitator Delegates responsibility Models accountability Creates structure and procedures Creates vision and flexibility Does things right Does the right things Knowledge is power Vulnerability is power Ref 4: Page 123 Focused on the bottom line Focused on process that creates the bottom-line results

Slide 74: The Heart of Transformation 2. All that ego stuff An Ego-Driven State A Centered State Self-conscious Arrogant Self-aware Humble Separate Hurried Connected Patient Busy mind Talks a lot Quiet mind Listens a lot Righteous (always Seeks approval Learning / Seeks truth right) Beginners mind Wanting attention Getting Paying attention Giving Fixing others Protective Accepting others Purposeful Invested in image Controlling Authentic / Real Nurturing Takes things Triggered / Angry Detached Grateful personally Resistant Being perfect Reflective Being “in process” Denial / Stuck Follows external Accepting / Open Follows innate Ref 4: authority to change wisdom Page 141 Locked into Not making Open to Not telling lies expectations mistakes interpretation

Slide 75: The Heart 3. Becoming Thinking State (Beliefs & Attitudes) “I’m resourceful” HIGHER STATES ► Worthy Enough “I’m grateful” Appreciative Unique & precious “I’m curious” Wonderment Interested & inviting “I’m separate” ◄ LOWER STATES You vs. Me Judgment “I am my role” Take it personally Ref 4: Win or Lose Page 143 “I’m powerless” I can’t I am stuck of Transformation more centered Feeling State Behaviors ROI (Results, Outcomes, (Emotional Response) (Actions & Reactions) Impacts) Confident, inspired, Graceful, creative, Joy, peace, bliss, resiliency eager, optimistic purposeful, responsive Generous, Contribute, give, Fulfillment, intimacy, safety, empowered, abundant, support, thanks partnership positive Open, accepting, Ask questions, attentive Learning, connecting, trust, fascinated, surprised listening, disclosing, rapport respectful ♦ CHOICE ♦ “Better than” (arrogant) Critical, judging, blame, Tension, distance, “Less than” (resentful) defend, protect stuff withdrawal, compliance & comparing Insecure, threatened, Attributions, resistance, Conflict, struggle, politics, suspicious, afraid attack, sabotage war Depressed, out of Frozen, negative, Victim, sinking, others control, alone, despair reactionary control you, giving up / helpless

Slide 76: The Heart of Transformation 4. A matter of style (personal context for coaching) High Collaborating Creating Strengths Weaknesses Strengths Weaknesses Team player Non confronting Enthusiastic Poor follow-through Sensitive Overly compliant Creative Impulsive EMOTIVENESS ► Flexible Overly emotional Spontaneous Misses details Patient Can’t say no Dynamic Poor planner Clarifying Conducting Strengths Weaknesses Strengths Weaknesses Systematic Data bound Independent Autocratic Objective Risk averse Initiator Insensitive Thorough Tedious Disciplined Impatient Accurate Perfectionist Organized Poor listener Low Ref 4: Low ASSERTIVENESS ► High Page 149 http://collaborationblog.typepad.com/collaboration/collaborative_leadership/index.html

Slide 77: The Heart of Transformation 4. Generational style (cultural context for coaching) Traditionalists Boomers Gen X “The silent generation” “Yuppies” Birth years 1925 - 1945 1946 - 1964 1965 - 1980 Conditioning years 30’s – 40’s 50’s – 60’s 70’s – 80’s World Frame Depression, WWII Sexual revolution MTV, AIDS epidemic Struggle and sacrifice Economic expansion Cynical Delayed gratification Abundance, spending Grim economic reality Family Structure Nuclear Divorced Latch key kids Who/what to trust Doctors Feelings Technology Music favored Swing Rock & Roll Rap, Punk Old standards Jazz Heavy Metal Elevator music New Age Alternative Work ethic Work hard Climb the ladder Distrust big business Pay dues Build career Nine to five Keep head down Workaholics Independence Ref 4: “I am my job” “Work is my life” “Work gives me a life” Pg.155 Attitude toward Respect it Question it Challenge it authority

Slide 78: The Heart of Transformation 4. Generational style, continued Traditionalists Boomers X’ers “The silent generation” “Yuppies” “Yiffies” Management style Command and control Collaborative Entrepreneurial favored Loyalty to My company My profession My family Organizational Formal Informal Unconventional structure favored Hierarchical Accessible Connected network How job is valued Stability, Security Career growth Stepping stone How No news is good news Any news is good news Need news, straight talk, and communication is feedback perceived How organizational Dedicated Disillusioned Realistic life is dealt with Committed Downsized Risk takers Social contract Broken agreement No agreement What is resented Change Control Corporate politics Lack of respect Slackers Boomers clogging the system Ref 4: Pg.155 What is valued Stability Variety Learning Respect Achievement Quality of life Trust Actualization Involvement Hard work Career Stimulation Loyalty Flexibility Fun

Slide 79: The Heart of Transformation 5. Leadership by example + Self-Disclosure “What you do speaks so loud that I cannot hear what you say.” - Ralph Waldo Emerson

Slide 80: UX / IA Coaching going forward 1. Leverage UX toolset, current behaviors and opportunities 2. Put your heart into it 3. Be in process, share, and offer UX Coaching on your website and bio

Slide 81: What UX Coaching is all about A monk was asked what his life was like before he became enlightened. He replied, “I chopped wood and carried water.” When asked what it was like after enlightenment, he responded, “I chop wood and carry water.” It is not what we do that changes, it is how we do it and the fact that we do it. Ref 4: Pg.218

Slide 82: References 1. Jesse James Garrett (2002). The Elements of User Experience: User-Centered Design for the Web. New Riders Press. 2. David H. Maister, Charles H. Green, & Robert M. Galford (2000). The Trusted Advisor. New York: Touchstone Rockefeller Center. 3. Deborah J. Mayhew & Randolph G. Bias (2005). Cost-Justifying Usability (Second Edition) – An Update for the Internet Age. San Francisco: Elsevier Inc. 4. Thomas G. Crane & Lerrisa Nancy Patrick (2002). The Heart of Coaching: Using Transformational Coaching to Create a High-Performance Culture (Second Edition). San Diego: FTA Press. 5. John Whitmore (2002). Coaching for Performance: Growing People, Performance and Purpose (Third Edition). London: Nicholas Brealey Publishing. 6. Lois J. Zachary (2000). The Mentor’s Guide: Facilitating Effective Learning Relationships. New Jersey: Jossey-Bass Inc., an imprint of Wiley. 7. Stephen R. Covey (1990). The Seven Habits of Highly Effective People. The Free Press. 8. Stephen R. Covey (2004). The 8th Habit. From Effectiveness to Greatness. The Free Press. 9. Jeffery Pfeffer & Robert I. Sutton (2006). Hard Facts, Dangerous Half-Truths And Total Nonsense: Profiting From Evidence-Based Management. Harvard Business School Press. 10. David H. Maister (2001). Practice what you Preach: What managers must do to create a high achievement culture. The Free Press. 11. Seth Godin’s blog: http://sethgodin.typepad.com/seths_blog/2007/06/coachable.html 12. UX Methods website: http://www.uxmethods.com/

Slide 83: Thank you! Yvonne Shek | nForm User Experience nform.ca yvonne.shek@nform.ca Presentation at nform.ca/blog or slideshare.net

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