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Data Driven UX: The Engine of A High-performing Company - UXSEA Summit 2019

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This is the presentation deck from UX Conference session by Alessio Zazzarini of UXBoost as a part of UXSEA Summit 2019 in Singapore. UXSEA Summit 2019 was held from 18th to 20th November, 2019. For more information about UXSEA Society, visit https://uxsea.org/

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Data Driven UX: The Engine of A High-performing Company - UXSEA Summit 2019

  1. 1. Data driven UX: The engine of high performing company Alessio Zazzarini
  2. 2. Alessio Zazzarini My journey 02 5. Next 1. Getting started 2. Spreading and networking 3. Delivering and Optimising 4. Impact
  3. 3. Alessio Zazzarini Getting started 03 UX initiation in a beautiful company: trivago!
  4. 4. !4 The UX and me when I arrived in trivago October 2015
  5. 5. Alessio Zazzarini 05 UX maturity Unknown Experimental Confirmative Supportive Systematic Integrated Pervasive Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6 Stage 7 trivago
  6. 6. Alessio Zazzarini 06 My Dream User Company
  7. 7. Alessio Zazzarini  Spreading awareness  Converting detractors in ambassadors Awareness and promoters The Objectives 07
  8. 8. Alessio Zazzarini My first attempt Flop • In person promotion • Work super hard • Work for everyone 8
  9. 9. !9 Power of proof
  10. 10. Alessio Zazzarini Research process 10 PO Devs Designers One scrum team - card sorting study How to
  11. 11. A little bit of magic !11
  12. 12. Alessio Zazzarini + 4,5 million € " + 6,8 million SGD Redesign the internet for tablet Results 12
  13. 13. Alessio Zazzarini 13 User Centred Design Improves Business
  14. 14. Alessio Zazzarini 14 Working hard alone was a waste of energy, I needed to work hard but smarter with others.
  15. 15. Alessio Zazzarini 15 “In the middle of every difficulty lies opportunity” - Albert Einstein
  16. 16. Alessio Zazzarini 16 Spreading and networking The importance of communication and networking
  17. 17. Creating the network 17
  18. 18. Alessio Zazzarini 18 The two UX heavy teams How to UXR UXD
  19. 19. Alessio Zazzarini UXR UXD 19Alessio Zazzarini
  20. 20. !20 Designer Researcher
  21. 21. !21
  22. 22. Alessio Zazzarini 22 Dedicated events How to UX breakfast Rafting Amusement park
  23. 23. Alessio Zazzarini 23 The foundation How to BIUXR UXD
  24. 24. Alessio Zazzarini Isolation Flop 24 • Lack of proximity • Lack of communication strategy
  25. 25. Alessio Zazzarini 25 Communication strategy How to Slack channel Internal wiki Knowledge sharing sessionVideo insights
  26. 26. Alessio Zazzarini 26 No jargon Essential and Pragmatic Memorable Repetition Communication style How to
  27. 27. Alessio Zazzarini 27 • Cyclical UX internal survey • Anonymous feedback after results presentation • Stakeholder interview Measure it How to
  28. 28. !28 UX
  29. 29. Alessio Zazzarini 29 Effective communication is crucial. It is better to deliver less but communicate properly than vice versa
  30. 30. Alessio Zazzarini 30 “Teamwork -Andrew Carnegie “Teamwork is the ability to work together toward a common vision… It is the fuel that allows common people to attain uncommon results.”  -Andrew Carnegie
  31. 31. Alessio Zazzarini 31 Deliver and optimize Processes, methods, team organisation and speed
  32. 32. Alessio Zazzarini 32 The paradox of speed The challenge • More iterations • More development • More QA • More money
  33. 33. Alessio Zazzarini 33 Speed and alignment The Objectives Produce more and faster Align research, design and development
  34. 34. Alessio Zazzarini Produce more and faster - Advanced online tools How to 34
  35. 35. Alessio Zazzarini 35 Produce more and faster - Standardise processes and templates How to
  36. 36. Alessio Zazzarini 36 Produce more and faster - Democratise the research process How to UX Research core. UXR team UXR POs UXR Information architect Business intelligence UXR Devs UXR design team
  37. 37. Alessio Zazzarini Strategic research design within the sprint 37 Education Sprint 0 approach and asymmetric cycles Align research, design and development How to
  38. 38. Alessio Zazzarini Align research design and development - Education How to 38
  39. 39. Alessio Zazzarini 39 Align research design and development - Within the sprint How to Alessio Zazzarini 41
  40. 40. Alessio Zazzarini Align research design and development - Sprint 0 How to 40
  41. 41. Alessio Zazzarini 41 A win, win , win outcomes Results More satisfied people. Office vibe Data- driven approach build confidence Higher ratio of winning experiments
  42. 42. Alessio Zazzarini 42 Achieving great results is a process, not a single event. Structuring this process is the most important prerequisite to increase your probability of succeeding.
  43. 43. Alessio Zazzarini 43 “Start by doing what’s necessary; then do what’s possible; and suddenly you are doing the impossible.” - Anonymous
  44. 44. Alessio Zazzarini 44 Amplify the impact Paradigm shift
  45. 45. Alessio Zazzarini 45 A tremendous paradigm shift How to Evaluative UXR Usability Research/design execution Generative UXR Usefulness To problem definition
  46. 46. Alessio Zazzarini 46 From evaluative to generative research How to - Cognitions - emotions - Pain points - Needs - Expectations Idea generation Idea validation Experience with a specific artefact Generative research Evaluative research
  47. 47. Alessio Zazzarini 47 From Usability to Usefulness How to Usefulness Usability Confirmatory behavioural research
  48. 48. Alessio Zazzarini 48 Lack of focus on the problem definition The challenge
  49. 49. Alessio Zazzarini What is it? 49
  50. 50. !50
  51. 51. Alessio Zazzarini 51 From research/design execution to problem definition How to     > Why? > Do our users need it? > What problem are we solving?
  52. 52. Alessio Zazzarini 52 Today in trivago - UX as The results QA User support Search intelligence DesignUXR UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UXUX UX UX UXUX UX UX UXUX UX UX UXUX UX UX UXUX UX UX UXUX UX UX UXUX UX UX UXUX UX UX UXUX UX UX UX UXUX UX UXUX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UXUX UX UX UXUX UX UX UXUX UX UX UXUX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX UX Product development Trivago main product
  53. 53. !53 Initial trivago approach
  54. 54. !54 trivago’s approach today
  55. 55. Alessio Zazzarini 55 Today in trivago - UX Roi The results Allocate the resources strategically Reducing the time to full acceptance of new features More Winning experiments Less wasted development time trivago
  56. 56. !56
  57. 57. Alessio Zazzarini 57 “Extraordinary changes come from changing the company culture. Changing the company culture is an extraordinary challenge“ Alessio Zazzarini
  58. 58. Alessio Zazzarini 58 “If I had one hour to save the world, I would spend fifty-five minutes defining the problem and only five minutes finding the solution“ -Albert Einstein
  59. 59. Alessio Zazzarini 59 What’s next A glimpse of possible future trends
  60. 60. Alessio Zazzarini 60 The trivago UX maturity Results Paragraph ParagraphParagraphParagraphParagra phParagraphParagraphParagraph ParagraphParagraphParagraphParagra phParagraphParagraph ParagraphParagraphParagraphParagra phParagraphParagraph ParagraphParagraphParagraphParagra phParagraphParagraph ParagraphParagraphParagraphParagra phParagraphParagraph ParagraphParagraphParagraphParagra phParagraphParagraph Unknown Experimental Confirmative Supportive Systematic Integrated Pervasive trivago Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6 Stage 7 https://www.nngroup.com/articles/ux-maturity-stages-1-4 20 years 20 yearsMarket evolution speed 4 yearstrivago evolution speed
  61. 61. Alessio Zazzarini The challenge 61 UX responsible for UX as DNA • Determining the whole company strategy
 • Guiding any type of decisions

  62. 62. !62 Diversification of UX practitioners
  63. 63. Alessio Zazzarini 63 Diversification of UX practitioners What’s next Yesterday UXR Mixed methods UX Designers
  64. 64. Alessio Zazzarini 64 Diversification of UX practitioners What’s next Today UXR Mixed methods UX Designers UX Architect UX Copywriters UXR Quant Focus CRO Focus Evaluative Focus Generative
  65. 65. Alessio Zazzarini 65 Self evolving team
  66. 66. Alessio Zazzarini 66 Self evolving teams What’s next Mapping out UX research skills skills profiles junior skills profile Mid-senior skills profile senior skills profile Specialised Internal carrier paths
  67. 67. Alessio Zazzarini 67 Self evolving teams What’s next Major area of improvement for the team Specific learning paths Team member interview Assessment
  68. 68. Alessio Zazzarini 68 Self evolving teams What’s next We know what we know We know what to learn next Smart UXR pairing Continuos assessment Happy researchers Growth initiative
  69. 69. Alessio Zazzarini 69 Holistic UX. Stakeholder-centred design What’s next Employees Partners Service providers Freelancers B2B users Shareholders
  70. 70. Alessio Zazzarini 70 Conclusions
  71. 71. Alessio Zazzarini 071 How to get there Experimental process Me
  72. 72. !72 Me
  73. 73. Alessio Zazzarini 73 Trivago Results trivago People + Satisfaction + Productivity + Collaboration UX perspective + User satisfaction + Retention + NPS Business - Dev cost - Time to acceptance + Winning exp. + Revenue
  74. 74. !74 What are you waiting for? Start to work on your UX re-evolution today!
  75. 75. !75 “Shoot for the moon. Even if you miss, you'll land among the stars.” -Norman Vincent
  76. 76. Alessio Zazzarini 76 Let’s have a chat about it Contacts Alessio.zazzarini@gmail.com www.linkedin.com/in/alessiozazzarini/ Alessio.zazzarini

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