Growing your UX capability - A Journey
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Growing your UX capability - A Journey

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This is a short presentation I recently gave in Sydney, Australia. In this talk I discussed the 5 key elements behind changing the behaviour of our UX team at 3 Mobile. ...

This is a short presentation I recently gave in Sydney, Australia. In this talk I discussed the 5 key elements behind changing the behaviour of our UX team at 3 Mobile.

This was a case study discussion, and hence there was far more discussion on the journey, than prescriptive recommendations you can take from these slides.

I have a larger presentation on Managing UX Teams which you can find under the "More by user" tab.

Enjoy.

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Growing your UX capability - A Journey Presentation Transcript

  • 1. People FirstMaturing your UX teamDr. Rod FarmerDirector, Mobile ExperienceTwitter: @rodfarmer - #aimiauxAIMIA Digital Future, 24 February 2010
  • 2. What I’ll be sharing•My story at 3 Mobile•Growing a strong UX culture•Why people matter•5 things that worked for us
  • 3. Head of UX / Digital Strategy @ 3 Mobile
  • 4. UX had some issues ...•Ineffective collaboration and communication•Very low moral - withdrawn and under-appreciated•Extremely creative people exhibiting a severe lack of creativity•Very poor team engagement
  • 5. Fix? Skills-based UX Maturity http://www.kickerstudio.com/blog/images/ux.jpg
  • 6. unrecognised No awareness of the importance of User Experience recognised ad-hoc - Importance of UX has been recognised; Supporting processes are being put in place considered repeatable - Understanding of ʻgood qualityʼ UX; Importance of user focus implemented documented - Users are being involved in processes; Build-up of UX skills and technology integrated managed - UX is fully integrated; process & methodologies are being improved & evolved institutionalised cultural - Processes are UX-led; UX is fully embedded in culture Fix? UX Maturity Models
  • 7. Focus: People-Centric Focus Source: Symplicit.com.au
  • 8. Building UX teamsImagination lies at the heart of creativityand innovation. If you can’t share thatimagination, you’re simply dead in the water.
  • 9. Building UX teams More than skills, tools and techniques, arguably the most important thing you can do is to get your people in the right roles
  • 10. Traditional silos disappearedUX team feedback signi cantly improvedSigni cant improvements in innovation (measured)UX buy-in (funding, participation, strategic role)Industry awardsSigni cant improvement in team healthcheck
  • 11. 12 mth turnaround If you could engage your design team like this, what sort of designs do you think they would produce? Before: After: Perfectionistic, Competitive, Aggressive, Avoidance, Still slightly Perfectionistic, Self-Actualised, Approval, Conventional Humanistic, Affiliative
  • 12. So what did we do?Well, nothing that special. We just focussed on people first.
  • 13. 1. Go the Gemba http://gorton-machine.org:8080/family/images/chas_dor/batch4/shop1_large.jpg
  • 14. 2. Forget about ideal archetypes
  • 15. Do’ers / Carers / Marshalls / Generals http://kualistudentux.files.wordpress.com/2008/09/j0435883.jpg
  • 16. 3. Set the bar: Design and Quality Circles http://www.flickr.com/photos/bunnyrel/4289783249/sizes/l/
  • 17. 4. Take a long hard look in the mirror
  • 18. 5. Share the magichttp://cf1.themoviedb.org/backdrops/6f4/4c6ebe725e73d65f7c0006f4/penn-and-teller-off-the-deep-end-original.jpg
  • 19. Finally, Protect and measure culture initiatives
  • 20. At the end of the day ... People first. Source: Symplicit.com.au
  • 21. Follow me on Twitter - I promise to say something interesting every once in a while@rodfarmer Mobile Experience Rod Farmer Director, Research and Strategy E: rodf@mobileexperience.com.au