Growing your UX capability - A Journey

People FirstMaturing your UX teamDr. Rod FarmerDirector, Mobile ExperienceTwitter: @rodfarmer - #aimiauxAIMIA Digital Future, 24 February 2010

What I’ll be sharing•My story at 3 Mobile•Growing a strong UX culture•Why people matter•5 things that worked for us

Head of UX / Digital Strategy @ 3 Mobile

UX had some issues ...•Ineffective collaboration and communication•Very low moral - withdrawn and under-appreciated•Extremely creative people exhibiting a severe lack of creativity•Very poor team engagement

Fix? Skills-based UX Maturity http://www.kickerstudio.com/blog/images/ux.jpg

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

Focus: People-Centric Focus Source: Symplicit.com.au

Building UX teamsImagination lies at the heart of creativityand innovation. If you can’t share thatimagination, you’re simply dead in the water.

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

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

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

So what did we do?Well, nothing that special. We just focussed on people first.

1. Go the Gemba http://gorton-machine.org:8080/family/images/chas_dor/batch4/shop1_large.jpg

2. Forget about ideal archetypes

Do’ers / Carers / Marshalls / Generals http://kualistudentux.ﬁles.wordpress.com/2008/09/j0435883.jpg

3. Set the bar: Design and Quality Circles http://www.ﬂickr.com/photos/bunnyrel/4289783249/sizes/l/

4. Take a long hard look in the mirror

5. Share the magichttp://cf1.themoviedb.org/backdrops/6f4/4c6ebe725e73d65f7c0006f4/penn-and-teller-off-the-deep-end-original.jpg

Finally, Protect and measure culture initiatives

At the end of the day ... People first. Source: Symplicit.com.au

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

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Growing your UX capability - A Journey

by Rod Farmer on Feb 27, 2011

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