CHANGING THE UX
MINDSET
Gaining influence through collaboration
UX Singapore | June 2013
Sarah Bloomer
You are here
SarahBloomer & Co | UXSG June 2013 2
Culture Collaboration Capability Maturity
Acceptance of UX involves change
SarahBloomer & Co | UXPA July 2013 3
Skepticism
Curiosity
Acceptance
Partnership
Stop bat...
What we are told:
SarahBloomer & Co | UXSG June 2013 4
“You need an
Executive Sponsor”
“Invite everyone to
observe usabili...
We tend to get busy with UX
SarahBloomer & Co | UXSG June 2013 5
…when you need to look beyond
SarahBloomer & Co | UXSG June 2013 6
Working with colleagues
Negotiate the UX role
Build awa...
SarahBloomer & Co | UXSG June 2013 7
Techniques
Design process
Design principles
Tools
Development process
Coding constrai...
What do UX practitioners need to
succeed?
SarahBloomer & Co | UXSG June 2013 8
The Hardest Soft Skills Mia Northrop @mnort...
CULTURE
SarahBloomer & Co | UXSG June 2013 9
Each situation is unique
SarahBloomer | UIE June 2009
Business goals / drivers
Product(s)
& Team
Process
What How
Who When...
SarahBloomer & Co | UXSG June 2013 11
operational
model
capability
model
user research
interaction design
information arch...
Organization types
SarahBloomer & Co | UXSG June 2013 12
Software
Enterprise
Creative Agency
The software is the business
...
Start with your culture
• Culture drives the values and norms that drive actions
• Cultures that deliver great experiences...
Cultural values and myths
SarahBloomer & Co | UXSG June 2013 14
Actual company values are the behaviors, attitudes and ski...
SarahBloomer & Co | UXSG June 2013
Another angle on culture
Design centric
Engineering centric
Paul Sherman. Changing Proc...
Apply your design research skills
SarahBloomer & Co | UXSG June 2013 16
Get to know your co-workers
Field studies
To under...
Field studies
SarahBloomer & Co | UXSG June 2013 17
• Interview and observe the people you work with:
product managers, an...
Create personas of colleagues
SarahBloomer & Co | UXPA July 2013 18
Jen Fabrizi, 2013
Rich picture
SarahBloomer & Co | UXSG June 2013 19
Competitors
Product
Owner
Business Analyst
Testers
Architect /
Tech Des...
FINAL TIPS
SarahBloomer & Co | UXSG June 2013 20
Be a leader to drive change
• Communicate all the time
• Keep a learner’s mind
• Build trust in all directions
• Give cred...
Collaborate in all directions
SarahBloomer & Co | UXSG June 2013 22
Adjacent teams
Colleagues
Allied teams
Beneficiaries
U...
Build communities of practice
SarahBloomer & Co | UXPA July 2013 23
Build relationships within your organization through C...
Tips to move up the maturity model
SarahBloomer & Co | UXSG June 2013 24
Learn a few things:
Be a leader: Build trust: wit...
It won’t happen over night
SarahBloomer & Co | UXSG June 2013 25
http://johnnyholland.org/2010/04/planning-your-ux-strateg...
You’ll get there
SarahBloomer & Co | UXSG June 2013 26
Culture Collaboration Capability Maturity
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UXSG#6 Keynote Presentation

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Sarah Bloomer - Changing the UX Mindset

Published in: Business, Technology

UXSG#6 Keynote Presentation

  1. 1. CHANGING THE UX MINDSET Gaining influence through collaboration UX Singapore | June 2013 Sarah Bloomer
  2. 2. You are here SarahBloomer & Co | UXSG June 2013 2 Culture Collaboration Capability Maturity
  3. 3. Acceptance of UX involves change SarahBloomer & Co | UXPA July 2013 3 Skepticism Curiosity Acceptance Partnership Stop battling for acceptance and get strategic Ehrlich & Rohn, 1994 www.useit.com/alertbox/process_maturity.html
  4. 4. What we are told: SarahBloomer & Co | UXSG June 2013 4 “You need an Executive Sponsor” “Invite everyone to observe usability testing”
  5. 5. We tend to get busy with UX SarahBloomer & Co | UXSG June 2013 5
  6. 6. …when you need to look beyond SarahBloomer & Co | UXSG June 2013 6 Working with colleagues Negotiate the UX role Build awareness Be strategic
  7. 7. SarahBloomer & Co | UXSG June 2013 7 Techniques Design process Design principles Tools Development process Coding constraints UX is part of the whole Soft Skills Communication Promoting UX Domain expertise Marketing Finance eComm etc Essential Leadership Management Other skills Writing Facilitation Divergent thinking
  8. 8. What do UX practitioners need to succeed? SarahBloomer & Co | UXSG June 2013 8 The Hardest Soft Skills Mia Northrop @mnorthrop Creative thinking Communication Problem solving Analytical thinking Active listening Collaboration Interviewing and observation Persuasion and influence Planning and organization Teamwork Soft skills UXers Senior managers Product managers Facilitation Critiquing Consensus building Building trust Client management Negotiation
  9. 9. CULTURE SarahBloomer & Co | UXSG June 2013 9
  10. 10. Each situation is unique SarahBloomer | UIE June 2009 Business goals / drivers Product(s) & Team Process What How Who When and and Constraints Company culture The sum of the parts will give you help determine the best approach
  11. 11. SarahBloomer & Co | UXSG June 2013 11 operational model capability model user research interaction design information architecture usability engineering visual design content writing front-end development process model UX meta model user- centered taxonomies / ontology knowledge in-flows & out-flows capability interaction touch points attitude & behavior model waterfall agile leadership logistics staffing sponsorship funding personas scenarios rich pictures storyboards Fabrizi, 2013 Modeling the user experience practice: a unified story
  12. 12. Organization types SarahBloomer & Co | UXSG June 2013 12 Software Enterprise Creative Agency The software is the business Software to support the business Website or web apps to deliver services Work with software companies and enterprises to help them design user experiences
  13. 13. Start with your culture • Culture drives the values and norms that drive actions • Cultures that deliver great experiences are: • Adaptive • Accepting of (reasonable) risk • Accepting of (reasonable) failure • Committed to quality • Willing to prioritize • Other-focused SarahBloomer & Co | UXSG June 2013 13 K. Goodwin: Leading UX UX London, April 2011
  14. 14. Cultural values and myths SarahBloomer & Co | UXSG June 2013 14 Actual company values are the behaviors, attitudes and skills that are valued in fellow employees. Myths are beliefs that reveal those values Users don’t know what they want, we can design for ourselves Companies create corporate values that they aspire to Excellence: We are committed to winning with integrity. We know leadership is hard won and should never be taken for granted… Teamwork: We treat one another with respect and communicate openly. We foster collaboration while maintaining individual accountability… Innovation: We thrive on creativity and ingenuity. We seek the innovations and ideas that can change the world…
  15. 15. SarahBloomer & Co | UXSG June 2013 Another angle on culture Design centric Engineering centric Paul Sherman. Changing Processes and Cultures. Nov ‘07 Creative approach to design Tend to design for designers—visually oriented Technology driven Have always owned the user interface Believe they know their customers Features over usability or user experience Sales & Marketing centric Find ways to collaborate that match the values of the culture
  16. 16. Apply your design research skills SarahBloomer & Co | UXSG June 2013 16 Get to know your co-workers Field studies To understand your co-workers and their context of work Personas To enable you to design an effective process Rich picture To identify attitudes and behavior
  17. 17. Field studies SarahBloomer & Co | UXSG June 2013 17 • Interview and observe the people you work with: product managers, analysts, quality engineers, scrum team colleagues. • Interview stakeholders to understand their goals and beliefs. • Be a product owner. Storytelling: How do they feel? What do they say? What do they complain about? What do they boast about? What are they proud of? Who do they admire in the company?
  18. 18. Create personas of colleagues SarahBloomer & Co | UXPA July 2013 18 Jen Fabrizi, 2013
  19. 19. Rich picture SarahBloomer & Co | UXSG June 2013 19 Competitors Product Owner Business Analyst Testers Architect / Tech Designer Developers UX Architect Enterprise Architect Business Analyst Senior Leadership Teams Customers Which company do I trust? What are people like me doing and saying? What do customer s want? What are our competitors doing? Will it be on time and on $$?? Gotta block for my team!! Do they get what I want? What do I want? They want what, when? Scrum Master External Pressures In-Group Pressures Internal Pressures Scrum Team The Enterprise PO Cabinet LEGEND Mental Models Ideas Let’s visualize it together! Use rich pictures to “reason about work”; (Monk & Howard, 1998) J. Fabrizi, 2013
  20. 20. FINAL TIPS SarahBloomer & Co | UXSG June 2013 20
  21. 21. Be a leader to drive change • Communicate all the time • Keep a learner’s mind • Build trust in all directions • Give credit where it’s due • Stay out of the weeds • Value your team • Make time to mentor and coach • Shut up and listen SarahBloomer & Co | UXSG June 2013 21
  22. 22. Collaborate in all directions SarahBloomer & Co | UXSG June 2013 22 Adjacent teams Colleagues Allied teams Beneficiaries Upper management Stakeholders Your UX team Other beneficiaries
  23. 23. Build communities of practice SarahBloomer & Co | UXPA July 2013 23 Build relationships within your organization through Communities of Practice. Promote cross-functional collaboration. Cross-functional teams drive ongoing research, design and evaluation. Customer research Customer facing experience Product Strategy Branding Marketing UX Team Product Strategy Personas Field studies Analytics Sales Stores Customer service Tech support Training Personas Stories Customer feedback Voice of the Customer Sales Marketing UX Team Tech Support Product Development Usability test results Tech support issues Release plans
  24. 24. Tips to move up the maturity model SarahBloomer & Co | UXSG June 2013 24 Learn a few things: Be a leader: Build trust: within your team, with your peers and your stakeholders Show you value co-workers: support them, help them succeed, give them the information they need Get to know your co-workers: Spend time with product managers, scrum team colleagues, senior management. Learn corporate myths & values: know what makes the culture tick. Share: UX is most effective when it is influencing and enabling other groups. Find allies: Learn how other groups are measured. Identify barriers & opportunities: Find what’s stopping you and what can move you forward. Communicate in all directions: Within your team, next to your team, above your team.
  25. 25. It won’t happen over night SarahBloomer & Co | UXSG June 2013 25 http://johnnyholland.org/2010/04/planning-your-ux-strategy/
  26. 26. You’ll get there SarahBloomer & Co | UXSG June 2013 26 Culture Collaboration Capability Maturity
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