Shaping Organizations to Deliver Great User Experiences

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Slides for a talk I gave at the IA Summit 2015. Will make more sense if you hear the presentation.

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Shaping Organizations to Deliver Great User Experiences

  1. 1. Shaping Organizations to Deliver Great User Experiences Peter Merholz e: peterme@peterme.com t: @peterme
  2. 2. To deliver great user experiences… I just need to get the design right strategy organization
  3. 3. When I started PD PD PD PD PDPD PD PD PD PD PD PD PD PD PD CD CDCD CD CD CD CD CD UXR UXR UXR PjM VP
  4. 4. When I started CD CDCD CD CD CD CD CD UXR UXR UXR PjM VP PD PD PD PD PDPD PD PD PD PD PD PD PD PD PD
  5. 5. Internal Services Your in-house agency Project-based, organized by function PROS Strong design community Wide range of projects Design costs understood CONS Design is not strategic Little influence on important “upstream” decisions Designers easily dismissed Us vs Them
  6. 6. D D DP P P P P P E E E E E E E E E E E E E E E E E E E E DE DESIGN 
 PRODUCT
 MGMT ENGINEERING Search/ Browse Product Page CheckoutPersonalizationUGC/ Reviews D D DDD Leadership Decentralized and Embedded
  7. 7. Decentralized and Embedded Everyone Gets A Designer! Program-based PROS Design included throughout entire lifecycle Part of the team CONS One narrow problem for a long time Lonely Fractured user experience
  8. 8. I opted for a different model
  9. 9. Organize for the customer journey
  10. 10. Think in terms of design teams
  11. 11. Booking GIG Funnel Opt P13n Email LUGC Pull Reserve SocialGifting Redemption Merchant Pages City Guides SEO Global Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPOS BPRO Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal WizardDeal Estate Unified Coffee Customer Service GWorks Deal Preview Subscripton s Display Affiliate
  12. 12. Booking GIG Funnel Opt P13n Email LUGC Pull Reserve Social Gifting Redemption Merchant Pages City GuidesSEOGlobal Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPOSBPRO Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Deal Estate Unified Coffee Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Deal Preview Prototyping Marketing Design Subscripton s Display Affiliate
  13. 13. D D DP P P P P P E E E E E E E E E E E E E E E E E E E E DE DESIGN 
 PRODUCT
 MGMT ENGINEERING Search/ Browse Product Page CheckoutPersonalizationUGC/ Reviews D D DDD Leadership Platform
  14. 14. S S DP P P P P P E E E E E E E E E E E E E E E E E E E E DE D D D DD DESIGN 
 PRODUCT
 MGMT ENGINEERING Search/ Browse Product Page CheckoutPersonalizationUGC/ Reviews Leadership Platform
  15. 15. S S DP P P P P P E E E E E E E E E E E E E E E E E E E E DE D D D DD DESIGN 
 PRODUCT
 MGMT ENGINEERING Search/ Browse Product Page CheckoutPersonalizationUGC/ Reviews Leadership Centralized Partnership
  16. 16. Centralized Partnership Best of both worlds Organized for the customer journey Design teams maintain commitment across a meaningful set of products/features. Yet centralization helps maintain a holistic view across the entire customer experience. Side benefit: inevitable re-orgs don’t disrupt the customer experience.
  17. 17. Something else about this group… CD CDCD CD CD CD CD CD UXR UXR UXR PjM VP PD PD PD PD PDPD PD PD PD PD PD PD PD PD PD
  18. 18. 10,000 ft 1 ft 10 ft 100 ft 1,000 ft VP UXR UXR CD CD CD CD CD CD CD CD PjM PD PD PD PD PDPD PD PD PD PD PD PD PD PDPD UXR
  19. 19. Structure of each design team 4-7 folks Singular strong leadership • Manages down – gets the most and best out of their team • Manages across – collaborates with cross-functional partners • Manages up – presents to executives and other stakeholders Best organized around business problems, not functions Spread of skills – strategy, planning, research, IxD, IA, visual design, prototyping 10,000 ft 1 ft 10 ft 100 ft 1,000 ft S S D D D DD
  20. 20. Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Prototyping Marketing Design Teams at multiple levels
  21. 21. Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Prototyping Marketing Design Consumer Merchant Teams at multiple levels
  22. 22. Booking GIG Funnel Opt P13n Email LUGC Pull Reserve Social Gifting Redemption Merchant Pages City GuidesSEOGlobal Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPOSBPRO Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Deal Estate Unified Coffee Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Deal Preview Prototyping Marketing Design Subscripton s Display Affiliate Brand Design Marketing Design
  23. 23. If you’re designing for this... Then it is senseless to have marketing and product/UX design on different teams. It’s all the same customer journey.
  24. 24. The next hurdle I faced...
  25. 25. Flesh out solution Refine User test Build Initial Insight Plan Ship Analyze A common project plan... Here’s what it needs to do. I have an idea! Wait... How do we know if we’re successful?
  26. 26. Prototype solutions Flesh out solution Refine Sketch options Test prototypes User test Build Initial Insight Plan Ship Analyze A slightly more enlightened plan... Let’s try some stuff out first!
  27. 27. Prototype solutions Flesh out solution Refine Sketch options Test prototypes User test Build Initial Insight Plan Ship Analyze Teams with strong leadership enable...
  28. 28. Definition Execution Definition / Requirem ents Iterative design Im plem entation Strategy and plan, 
 aka “Build the right thing.” Working through tradeoffs to deliver optimal solution, 
 aka “Build the thing right.” Ideation/Generation Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Prototype solutions Flesh out solution Refine Sketch options Test prototypes User test Build design makes strategy concrete design supports delightful, engaging experiences Plan Ship Analyze By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Initial Insight
  29. 29. Definition Execution Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Prototype solutions Flesh out solution Refine Sketch options Test prototypes User test Build Initial Insight Plan Ship Analyze By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
  30. 30. Definition Execution Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Initial Insight By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Plan
  31. 31. That said...
  32. 32. Definition Execution Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Initial Insight By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Plan It’s better to iterate here... ...than here
  33. 33. This doesn’t seem very lean/agile Be wary of people espousing methodologies. Typically, they are crutches to free people from 
 critical thinking. Also, lean and agile are focused on execution 
 (i.e., once you already have a plan).
  34. 34. Booking GIG Funnel Opt P13n Email LUGC Pull Reserve Social Gifting Redemption Merchant Pages City GuidesSEOGlobal Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPOSBPRO Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Deal Estate Unified Coffee Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Deal Preview Prototyping Marketing Design Subscripton s Display Affiliate Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme!Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme!Gimme! Gimme! Don’t understand the ‘costs’ of design Don’t have control over their own destiny So, lots of coordination and communication Working with partner teams
  35. 35. Maintaining singular leadership As the design team grows, having a single leader becomes more difficult. Operational matters trump creative matters. Models from tech and journalism: • CTO and VP of Engineering • Editor-in-chief and Managing Editor
  36. 36. Designers can keep a lot
 of other people busy
  37. 37. Booking GIG Funnel Opt P13n Email LUGC Pull Reserve SocialGifting Redemption Merchant Pages City Guides SEO Global Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPOS BPRO Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal WizardDeal Estate Unified Coffee Customer Service GWorks Deal Preview 500-600 PMs and engineers = Subscripton s Display Affiliate
  38. 38. Booking GIG Funnel Opt P13n Email LUGC Pull Reserve Social Gifting Redemption Merchant Pages City GuidesSEOGlobal Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPOSBPRO Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Deal Estate Unified Coffee Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Deal Preview 60 people= Prototyping Marketing Design Subscripton s Display Affiliate
  39. 39. With a 1) centralized partnership, 2) teams with strong leadership, 3) influencing definition, and 4) a relatively small team, you have leverage.
  40. 40. Leverage = Power There’s no reason design can’t be the driving force. We just need confidence, evidence, and commitment.
  41. 41. One more thing...
  42. 42. D D DP P P P P P E E E E E E E E E E E E E E E E E E E E DE DESIGN 
 PRODUCT
 MGMT ENGINEERING Search/ Browse Product Page CheckoutPersonalizationUGC/ Reviews D D DDD Leadership Decentralized and Embedded
  43. 43. S S DP P P P P P E E E E E E E E E E E E E E E E E E E E DE D D D DD DESIGN 
 PRODUCT
 MGMT ENGINEERING Search/ Browse Product Page CheckoutPersonalizationUGC/ Reviews Leadership Centralized Partnership
  44. 44. Technology Features Experience
  45. 45. S S DP P P P P P E E E E E E E E E E E E E E E E E E E E DE D D D DD DESIGN 
 PRODUCT
 MGMT ENGINEERING Search/ Browse Product Page CheckoutPersonalizationUGC/ Reviews Leadership Still stuck in a “features” world
  46. 46. S S Design 
 Team D D D DD Shopping Experience Gifting Merchandising Sharing Social Wishlists In-store pickup Style guide PLUS Search/ Browse Product Page CheckoutPersonalizationUGC/ Reviews
  47. 47. Thank you for your consideration. Peter Merholz e: peterme@peterme.com t: @peterme

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