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Become a UX Leader - How to establish UX in your organization

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Practical tips how to develop a resource-based UX strategy approach for your organization by building up on your leadership style and your organizational environment.

Workshop at UX Lausanne 2015

Published in: Leadership & Management

Become a UX Leader - How to establish UX in your organization

  1. 1. UX Lausanne 2015 
 BECOME A UX LEADER - HOW TO ESTABLISH UX IN YOUR ORGANIZATION
  2. 2. GOALS FOR TODAY #1 Leadership Learn about the idea of modern leadership and skills and about your personal leadership style.
  3. 3. GOALS FOR TODAY #2 Organizations Learn about the maturity level of UX in your organization and the role of your organizational style.
  4. 4. GOALS FOR TODAY #3 UX Strategy Formulate a first version of a resource-based strategy to establish UX in your organization. Get feedback from other experts.
  5. 5. Our Agenda for today…
  6. 6. OUR AGENDA FOR TODAY 1. THE ROLE OF USER EXPERIENCE 2. QUICK ASSESSMENT 3. USER EXPERIENCE MATURITY LEVELS 4. LEADERSHIP STYLES 5. ORGANIZATIONAL STYLES 6. THE UX STRATEGY BLUEPRINT
  7. 7. OUR AGENDA FOR TODAY 1. THE ROLE OF USER EXPERIENCE 2. QUICK ASSESSMENT 3. USER EXPERIENCE MATURITY LEVELS 4. LEADERSHIP STYLES 5. ORGANIZATIONAL STYLES 6. THE UX STRATEGY BLUEPRINT
  8. 8. User Experience: What does User Experience mean to you?
  9. 9. >> From the user’s perspective User Experience stands for his feelings and interactions with a product or service.
  10. 10. >> From an organizational perspective User Experience stands for a strategic direction and for employees with specific roles and skills.
  11. 11. THE LIFE OF A USER EXPERIENCE PROFESSIONAL SOME YEARS AGO I created a 300 pages usability report with lots of valuable findings in it! Our users think… User Experience Professional The Manager
  12. 12. TODAY USER EXPERIENCE IS A KEY COMPETENCY IN MANY WELL-KNOWN PRODUCT COMPANIES
  13. 13. USER EXPERIENCE BECOMES MORE AND MORE MATURE — WITH WELL ESTABLISHED ROLES
  14. 14. USER EXPERIENCE PROCESSES & TOOLS ARE MORE INTEGRATED Example: Dual Track Development
  15. 15. MORE AND MORE SYSTEMATIC APPROACHES EVOLVE IN THE ORGANIZATIONAL UX WORK Design Studio Sketching Prototyping User Testing LearningsHypothesis (User Needs, Behavior) MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY Product Design Sprint Weekly Plan
  16. 16. BUT STILL — USER EXPERIENCE PROFESSIONALS AND EVANGELISTS NEED TO TAKE THE LEAD
  17. 17. REASONS WHY YOU SHOULD TAKE THE LEAD FOR UX Still early-stage 
 (still lots to do) Personal development opportunity Make the world a better place Increase work satisfaction
  18. 18. Leadership: What does Leadership mean to you?
  19. 19. 
 >> Leaders influence others to accomplish shared goals. Leaders (in contrast to managers) often emerge on their own.
  20. 20. 
 >> In modern organizations leadership is a key skill for everyone. It means being accountable for your work and to move things forward.
  21. 21. Build trust Have a vision SKILLS OF A GOOD LEADER Value others Self-Reflection Make things happen Understand 
 your environ- ment Be transparent Determination
  22. 22. KNOWING YOUR PERSONAL LEADERSHIP STYLE HELPS YOU TO FOSTER YOUR STRENGTHS The Visionary Key Skill: good in creating compelling directions for the future
  23. 23. OUR AGENDA FOR TODAY 1. THE ROLE OF USER EXPERIENCE 2. QUICK ASSESSMENT 3. USER EXPERIENCE MATURITY LEVELS 4. LEADERSHIP STYLES 5. ORGANIZATIONAL STYLES 6. THE UX STRATEGY BLUEPRINT
  24. 24. THE UX LEADERSHIP ASSESSMENT Assessment about your organizational UX maturity level, your individual leadership style and your organizational style as basis for the ideal strategic approach to establish UX.
  25. 25. ASSESSMENT RESULTS ARE THE BASIS FOR YOUR RESOURCE-BASED UX STRATEGY APPROACH Leadership style, Experience UX Maturity level, Roles Organizatio- nal style, Challenges Mission, Approach, Activities
  26. 26. 
 >> Continuous personal improvement, self-reflection and context awareness are key skills of a leader. Assessments help as a starting point.
  27. 27. a) Quick Assessment
 >> Let’s start with an quick assessment of your situation. Please fill out the questionnaire on your table. You have 15 minutes!
  28. 28. b) Assessment results
 >> Have a look at the assessment result papers 
 and mark your individual results. You have 10 minutes!
  29. 29. THE UX LEADERSHIP ASSESSMENT — RESULTS The cards show your individual results for your UX maturity level, your leadership style and your organizational style.
  30. 30. OUR AGENDA FOR TODAY 1. THE ROLE OF USER EXPERIENCE 2. QUICK ASSESSMENT 3. USER EXPERIENCE MATURITY LEVELS 4. LEADERSHIP STYLES 5. ORGANIZATIONAL STYLES 6. THE UX STRATEGY BLUEPRINT
  31. 31. User Experience maturity levels: The User Experience maturity level indicates how user-centric your organization is and what levels you could reach.
  32. 32. 5 UX MATURITY LEVELS — LEVEL 1: UNAWARENESS 1
  33. 33. 5 UX MATURITY LEVELS — LEVEL 2: INTEREST 2
  34. 34. 5 UX MATURITY LEVELS — LEVEL 3: INVESTED 3
  35. 35. 5 UX MATURITY LEVELS — LEVEL 4: INVESTED 4
  36. 36. 5 UX MATURITY LEVELS — LEVEL 5: INVESTED 5
  37. 37. OUR AGENDA FOR TODAY 1. THE ROLE OF USER EXPERIENCE 2. QUICK ASSESSMENT 3. USER EXPERIENCE MATURITY LEVELS 4. LEADERSHIP STYLES 5. ORGANIZATIONAL STYLES 6. THE UX STRATEGY BLUEPRINT
  38. 38. Leadership styles: Leadership style define the leader’s style in driving ideas forward, making things happen and motivating others.
  39. 39. 6 LEADERSHIP STYLES — THE VISIONARY 1
  40. 40. 6 LEADERSHIP STYLES — THE COACH 2
  41. 41. 6 LEADERSHIP STYLES — THE DRIVER 3
  42. 42. 6 LEADERSHIP STYLES — THE BOSS 4
  43. 43. 6 LEADERSHIP STYLES — THE FRIEND 5
  44. 44. 6 LEADERSHIP STYLES — THE DEMOCRATIC 6
  45. 45. OUR AGENDA FOR TODAY 1. THE ROLE OF USER EXPERIENCE 2. QUICK ASSESSMENT 3. USER EXPERIENCE MATURITY LEVELS 4. LEADERSHIP STYLES 5. ORGANIZATIONAL STYLES 6. THE UX STRATEGY BLUEPRINT
  46. 46. Organizational styles: Organizational style defines the character of an organization in decision making, structures and processes.
  47. 47. 5 ORGANIZATIONAL STYLES — THE START UP 1
  48. 48. 5 ORGANIZATIONAL STYLES — THE BUREAUCRACY 2
  49. 49. 5 ORGANIZATIONAL STYLES — THE IDEA ORGANIZATION 3
  50. 50. 5 ORGANIZATIONAL STYLES — THE EXPERT GROUP 4
  51. 51. 5 ORGANIZATIONAL STYLES — THE DIVERSIFIED 5
  52. 52. OUR AGENDA FOR TODAY 1. THE ROLE OF USER EXPERIENCE 2. QUICK ASSESSMENT 3. USER EXPERIENCE MATURITY LEVELS 4. LEADERSHIP STYLES 5. ORGANIZATIONAL STYLES 6. THE UX STRATEGY BLUEPRINT
  53. 53. THE RESOURCE-BASED UX STRATEGY APPROACH Leadership style, Experience UX Maturity level, Roles Organizatio- nal style, Challenges Mission, Approach, Activities
  54. 54. THE UX STRATEGY BLUEPRINT — 5 STEPS 1 2 Your Mission (Please describe what you want to accomplish for User Experience in your organization. Please be brief and describe it in one or two sentences.) Starting Point (What is your User Experience Level? How many resources do you have?) 3 Individual Context (What is your leadership style? How experienced are you in UX work?) 4 Organizational Context (What is your organiz- ational style? What are your main challenges?) 5 Your Strategy Approach (What is your ideal user experience strategy approach? What are your best next activities?)
  55. 55. THE UX STRATEGY BLUEPRINT — YOUR MISSION 1 Your Mission (Please describe what you want to accomplish for User Experience in your organization. Please be brief and describe it in one or two sentences.) YOUR GOALS IN 1-2 SENTENCES
  56. 56. THE UX STRATEGY BLUEPRINT — YOUR STARTING POINT 2 Starting Point (What is your User Experience Level? How many resources do you have?) YOUR UX MATURITY LEVEL AND RESOURCE SITUATION
  57. 57. THE UX STRATEGY BLUEPRINT — YOUR INDIVIDUAL CONTEXT 3 Individual Context (What is your leadership style? How experienced are you in UX work?) YOUR LEADERSHIP STYLE AND EXPERIENCE
  58. 58. THE UX STRATEGY BLUEPRINT — YOUR ORGANIZATIONAL CONTEXT 4 Organizational Context (What is your organiz- ational style? What are your main challenges?) YOUR ORGANIZATIO- NAL STYLE AND CHALLENGES
  59. 59. THE UX STRATEGY BLUEPRINT — YOUR STRATEGY APPROACH 5 Your Strategy Approach (What is your ideal user experience strategy approach? What are your best next activities?) YOUR STRATEGY APPROACH AND NEXT ACTIVITIES
  60. 60. a) Strategy Set-Up
 >> Please think about your learnings from the assessment and fill out your UX strategy blueprint with your findings. You have 30 minutes!
  61. 61. FEEDBACK FROM YOUR GROUP 8 Your Feedback from the Group (Please note your most important learnings and your most important findings based on the group feedback on your case) SPACE FOR THE VALUABLE FEEDBACK!
  62. 62. b) Group Feedback
 >> Explain your situation and your strategy approach to your group. Note down their feedback and ideas on your case. Choose a moderator for each round. You have 20 minutes each!
  63. 63. ACTION PLAN 9 Your Action Plan (Please visualize your next six actions to make your UX mission happen in the action plan blueprint. Please use the six boxes and think in a timeframe from 6-12 months) YOUR NEXT 6 STEPS TO MAKE THINGS HAPPEN!
  64. 64. c) Action Plan
 >> Define and visualize your next 6 steps to establish UX in your organization in the action plan blueprint. Use the feedback from the group. You have 15 minutes!
  65. 65. Thanks for your contribution today!
  66. 66. NEVER STOP CREATING! www.ubercreative.me Inken Petersen Partner & Principal Product Designer inken@ubercreative.me @inkenpetersen

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