A Kit For Building User Experience Teams Within Product &
Service Organizations




Paul	
  Sherman	
  
Sherman	
  Group	
...
 I	
  could	
  do	
  the	
  UX	
  kit	
  
            spiel	
  in	
  less	
  than	
  5	
  
            minutes.	
  	
  

 ...
  The	
  sad	
  truth	
  about	
  the	
  need	
  for	
  a	
  “UX	
  kit”	
  
          The	
  kit	
  itself	
  
        ...
 User	
  experience	
  practice	
  
            needs	
  to	
  be	
  embedded	
  
            more	
  securely	
  into	
  ...
 Despite	
  what	
  we	
  may	
  think,	
  UX	
  is	
  still	
  poorly	
  
            integrated	
  into	
  product	
  id...
 Like	
  Jared	
  said	
  in	
  his	
  UPA	
  2009	
  keynote,	
  
            there	
  are	
  gaps	
  in	
  our	
  field.	...
 Why	
  isn’t	
  there	
  good	
  stuff	
  out	
  there	
  on	
  how	
  
            to	
  integrate	
  UX	
  teams	
  into...
 But	
  isn’t	
  setting	
  up	
  a	
  team	
  a	
  precondition	
  to	
  
            actually	
  DOING	
  user	
  experi...
1.  It’s	
  a	
  trivial	
  problem…	
  I’m	
  stupid	
  and	
  
             everyone	
  gets	
  this	
  stuff	
  but	
  m...
2.  It’s	
  a	
  particularly	
  thorny	
  problem	
  or	
  a	
  
              problem	
  that	
  our	
  field	
  is	
  no...
3.  It’s	
  just	
  not	
  as	
  interesting	
  or	
  sexy	
  as	
  
              other	
  problems	
  in	
  our	
  field....
1.  It’s	
  a	
  trivial	
  problem…	
  I’m	
  stupid	
  and	
  everyone	
  
             gets	
  this	
  stuff	
  but	
  m...
 …always	
  working	
  on	
  the	
  unsexy	
  problems.	
  




13	
  
14	
  
 I’ve	
  worked	
  for	
  several	
  organizations	
  that	
  
             claimed	
  to	
  do	
  UX.	
  	
  

         	...
 Some	
  orgs	
  *thought*	
  they	
  were	
  doing	
  
             UX.	
  

         	
  But	
  what	
  they	
  were	
  ...
 A	
  cargo	
  cult	
  is	
  a	
  type	
  of	
  religious	
  practice	
  that	
  
             may	
  appear	
  in	
  trib...
 Cargo	
  cults	
  …	
  conduct	
  rituals	
  imitating	
  the	
  
             behavior	
  they	
  have	
  observed	
  am...
19	
  
20	
  
21	
  
         A	
  cargo	
  cult	
  in	
  Second	
  Life?!?	
  Cool.	
  
 The	
  term	
  "cargo	
  cult"	
  is	
  
             invoked	
  as	
  an	
  English	
  
             language	
  idiom	
...
 Some	
  orgs	
  do	
  
             something	
  
             resembling	
  UX…	
  
             but	
  it’s	
  not	
  r...
Admit	
  it…you’ve	
  seen	
  this	
  too.	
  




24	
  
 At	
  my	
  former	
  company	
  I	
  was	
  asked	
  to	
  help	
  
             put	
  together	
  UX	
  teams	
  in	
 ...
26	
  
 I	
  did	
  what	
  PhD’s	
  
             do	
  best:	
  I	
  wrote	
  
             a	
  paper.	
  

         	
  And	
...
 Senior	
  managers	
  
             and	
  directors	
  who	
  
             needed	
  advice	
  and	
  
             con...
29	
  
30	
  
 I	
  know!	
  




31	
  
32	
  
33	
  
Service          Lifecycle Phase                           Description                                         Provides:
 ...
35	
  
 I	
  provided	
  crazy	
  amounts	
  of	
  
             templates,	
  data	
  sheets,	
  
             recruiting	
  for...
37	
  
 Hire	
  at	
  least	
  3	
  direct	
  contributors	
  –	
  user	
  
             researcher/usability	
  analyst,	
  inte...
 Budget	
  for	
  between	
  US$10,000	
  and	
  US
             $60,000	
  in	
  research	
  expenses,	
  depending	
  on...
 You	
  can	
  spend	
  as	
  little	
  as	
  US$1,000	
  or	
  
             upwards	
  of	
  US$75,000	
  on	
  usabilit...
 Be	
  aware	
  that	
  you	
  will	
  HAVE	
  to	
  change	
  your	
  
             ideation,	
  design	
  and	
  develop...
42	
  
 Meh.	
  

         	
  At	
  first,	
  anyway.	
  




43	
  
44	
  
 It	
  took	
  about	
  a	
  year.	
  But	
  eventually	
  the	
  
             product	
  groups	
  started	
  making	
  ...
  Strategic	
  user	
  
            experience	
  
           Agile	
  and	
  other	
  
            methods	
  
        ...
 My	
  UX	
  kit	
  has	
  gaps.	
  It	
  
             doesn’t	
  cover	
  smaller	
  orgs	
  
             or	
  startup...
 Absolutely.	
  

         	
  It	
  helped	
  several	
  teams	
  avoid	
  making	
  
             mistakes	
  that	
  or...
49	
  
Kit:	
   	
  	
  
         ShermanUX.com/Files/UXKit/UX_Kit_Jun09.doc	
  

         This	
  preso:	
  	
  
         Sherma...
 What	
  are	
  your	
  experiences	
  doing	
  this	
  sort	
  of	
  
             thing?	
  




51	
  
 Paul	
  Sherman	
  
         	
  Sherman	
  Group	
  User	
  Experience	
  
         	
  www.shermanux.com	
  
         	...
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A Kit For Building User Experience Teams in R&D Organizations

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Paul Sherman
"A Kit For Building User Experience Teams in R&D Organizations"
Presented at UPA 2009, Portland OR
June 11 2009

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A Kit For Building User Experience Teams in R&D Organizations

  1. 1. A Kit For Building User Experience Teams Within Product & Service Organizations Paul  Sherman   Sherman  Group  User  Experience  
  2. 2.  I  could  do  the  UX  kit   spiel  in  less  than  5   minutes.      It’s  actually  quite  a   boring  presentation.      What’s  interesting  is  why  I  needed  one,  why  you   probably  need  one…  and  what  we  should  be   doing  about  this.   2  
  3. 3.   The  sad  truth  about  the  need  for  a  “UX  kit”     The  kit  itself     A  discussion  about  launching  UX  teams  and   spreading  UX  in  medium  to  large  orgs   3  
  4. 4.  User  experience  practice   needs  to  be  embedded   more  securely  into   product  development   lifecycle  activities.     4  
  5. 5.  Despite  what  we  may  think,  UX  is  still  poorly   integrated  into  product  ideation,  design,   and  development  activities.   5  
  6. 6.  Like  Jared  said  in  his  UPA  2009  keynote,   there  are  gaps  in  our  field.      I  believe  that  one  of  them  is  the  lack  of   organizational  structure  and  process   guidelines.     6  
  7. 7.  Why  isn’t  there  good  stuff  out  there  on  how   to  integrate  UX  teams  into  organizations?      There  are  discussions.  A  few  books.  But  there   doesn’t  seem  to  be  many  lively,  ongoing   discussions  about  UX  and  organizational   structures,  cultures,  etc.     7  
  8. 8.  But  isn’t  setting  up  a  team  a  precondition  to   actually  DOING  user  experience  work?       8  
  9. 9. 1.  It’s  a  trivial  problem…  I’m  stupid  and   everyone  gets  this  stuff  but  me.      Note:  this  is  a  definite  possibility.   9  
  10. 10. 2.  It’s  a  particularly  thorny  problem  or  a   problem  that  our  field  is  not  equipped   to  work  on.      But  we  have  so  many  research   psychologists  in  our  ranks!   10  
  11. 11. 3.  It’s  just  not  as  interesting  or  sexy  as   other  problems  in  our  field.   11  
  12. 12. 1.  It’s  a  trivial  problem…  I’m  stupid  and  everyone   gets  this  stuff  but  me.     2.  It’s  a  particularly  thorny  problem  or  a  problem   that  our  field  is  not  equipped  to  work  on.     3.  It’s  just  not  as  interesting  or  sexy  as  other   problems  in  our  field.   I  choose  #3   12  
  13. 13.  …always  working  on  the  unsexy  problems.   13  
  14. 14. 14  
  15. 15.  I’ve  worked  for  several  organizations  that   claimed  to  do  UX.      Some  of  them  actually  did…   15  
  16. 16.  Some  orgs  *thought*  they  were  doing   UX.    But  what  they  were  really  doing  could  be   called  “UX  in  name  only.”   16  
  17. 17.  A  cargo  cult  is  a  type  of  religious  practice  that   may  appear  in  tribal  societies  in  the  wake  of   interaction  with  technologically  advanced,   non-­‐native  cultures.      The  cults  are  focused  on  obtaining  the  material   wealth  of  the  advanced  culture  through   magical  thinking,  religious  rituals  and   practices…   17   <lazy>Yes  I  took  this  from  Wikipedia.</lazy>  
  18. 18.  Cargo  cults  …  conduct  rituals  imitating  the   behavior  they  have  observed  among  the   holders  of  the  desired  wealth  in  order  to  receive   the  wealth  themselves.   18   <lazy>Yes  I  took  this  from  Wikipedia.</lazy>  
  19. 19. 19  
  20. 20. 20  
  21. 21. 21   A  cargo  cult  in  Second  Life?!?  Cool.  
  22. 22.  The  term  "cargo  cult"  is   invoked  as  an  English   language  idiom  to  mean   any  group  of  people  who   imitate  the  superficial   exterior  of  a  process  or   system  without  having   any  understanding  of  the   underlying  substance.   22   <lazy>Yes  I  took  this  from  Wikipedia.</lazy>  
  23. 23.  Some  orgs  do   something   resembling  UX…   but  it’s  not  really   UX.     23  
  24. 24. Admit  it…you’ve  seen  this  too.   24  
  25. 25.  At  my  former  company  I  was  asked  to  help   put  together  UX  teams  in  other  product   groups.      It  took  me  one  failure  to  realize  that  I   needed  to  give  them  more  than:    “You  need  a  user  researcher  and  an  interaction   designer  and  a  usability  analyst.”     25  
  26. 26. 26  
  27. 27.  I  did  what  PhD’s   do  best:  I  wrote   a  paper.    And  then  I  ate   my  own  dog   food  and  cut  it   down  by  2/3.     So  people  would  actually  read  it.     27  
  28. 28.  Senior  managers   and  directors  who   needed  advice  and   consultation  on   how  to  set  up  a  UX   team.      Most  had  no  idea  that  they  would  have  to  change   processes  and  procedures  to  benefit  from  UX.     28  
  29. 29. 29  
  30. 30. 30  
  31. 31.  I  know!   31  
  32. 32. 32  
  33. 33. 33  
  34. 34. Service Lifecycle Phase Description Provides: Investigation of users’ goals, objectives, tasks, and Rich descriptions of users’ goals, Contextual inquiry Ideation limitations/constraints; at the users’ place of business (or motivations, environment. other appropriate use context). Task analysis Ideation Step-by-step, granular identification of users’ work tasks. Details of the users’ processes. Detailed reports of real users; what they do, how they do it, A “library” of user profiles that can User profiling Ideation etc. be used to guide design. An abstracted description of users, based on the attributes A “design target” specifying who Persona creation Ideation of real users. the design is aimed at. Role/task matrix Additional details about who does what in a particular Task/object matrix environment, as well as the importance of particular tasks. “Quasi”-quantitative information Design Task frequency & about users, roles, tasks, etc. criticality ratings Scenarios Designs describing the flow or transformation of information Information about how a design Use cases Design through a system, and how the system and user interact should work in the “real world” Process flows with each other. when implemented. Early-phase usability Testing the process flows and scenarios to ensure that they Validation of the design and Design meet real users’ needs. testing correction opportunities. A lo- or medium-fidelity representation of the feature or A working system that can be Wireframes & Validation & product. tested in late-phase usability prototypes documentation testing. Validation & The formal, complete documentation of the feature or A specification to code and inspect UI / interaction spec documentation product’s user interface. against. Validation & Formal documentation of the visual design for the product A specification to code and inspect Visual design documentation or feature. against. Late-phase usability Validation & Usability testing using a working prototype or mockup. Validation of the design and testing documentation correction opportunities. Usability testing of a finished version of the product, Summative usability End-of-cycle Information to feed into the next measuring key indicators such as average time-on-task, testing validation error rate, etc. lifecycle’s activities. 34  
  35. 35. 35  
  36. 36.  I  provided  crazy  amounts  of   templates,  data  sheets,   recruiting  forms,  report   formats,  etc.      Note:  when  you  steal  from   me,  you’re  stealing  twice…   36  
  37. 37. 37  
  38. 38.  Hire  at  least  3  direct  contributors  –  user   researcher/usability  analyst,  interaction   designer,  visual  designer  –  or  more,   depending  on  the  size  of  your  product.      Hiring  a  manager  or  a  director  is  also  highly   recommended.   38  
  39. 39.  Budget  for  between  US$10,000  and  US $60,000  in  research  expenses,  depending  on   the  size  of  your  product  team  and  how  many   products  you  support.   39  
  40. 40.  You  can  spend  as  little  as  US$1,000  or   upwards  of  US$75,000  on  usability  and  user   research  equipment.      In  any  case,  build  the  team  and  budget  the   research  dollars  first.   40  
  41. 41.  Be  aware  that  you  will  HAVE  to  change  your   ideation,  design  and  development  processes   in  order  to  successfully  implement  user   experience.    If  you  don’t  explicitly  make  room  for  design   research,  ideation  and  iteration  in  your   processes,  you  will  not  be  successful  in   implementing  user  experience  practices.   41  
  42. 42. 42  
  43. 43.  Meh.    At  first,  anyway.   43  
  44. 44. 44  
  45. 45.  It  took  about  a  year.  But  eventually  the   product  groups  started  making  the  transition   to  more  fully  incorporating  UX  activities.      They  didn’t  always  go  as  far  as  my  team.  But   they  went  further  than  they  had  ever  gone   before.     45  
  46. 46.   Strategic  user   experience     Agile  and  other   methods     How  to  deal  with   force  reductions   46  
  47. 47.  My  UX  kit  has  gaps.  It   doesn’t  cover  smaller  orgs   or  startups.      Use  at  your  own  risk!   47  
  48. 48.  Absolutely.    It  helped  several  teams  avoid  making   mistakes  that  organizations  typically  make   when  integrating  UX  teams  into  existing   processes.   48  
  49. 49. 49  
  50. 50. Kit:       ShermanUX.com/Files/UXKit/UX_Kit_Jun09.doc   This  preso:     ShermanUX.com/Files/UXKit/UX_Kit_Jun09.pdf   50  
  51. 51.  What  are  your  experiences  doing  this  sort  of   thing?   51  
  52. 52.  Paul  Sherman    Sherman  Group  User  Experience    www.shermanux.com    paul@shermanux.com    Twitter:  pjsherman   52  

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