Mike Lai creating organizational change v2 uxmy

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A talk by Mike Lai from Enlight at UXMY2013 on Creating organizational change

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Mike Lai creating organizational change v2 uxmy

  1. 1. UX STRATEGY: CREATING ORGANIZATIONAL CHANGE UX Malaysia
 Kuala Lumpur, Malaysia
 9 November 2013 Michael Lai
 EXPERIENCE DESIGN CONSULTANT
 ENLIGHT DESIGN
  2. 2. Once Upon 
 …A Time…
  3. 3. UX practitioners & others work together to design, develop and produce a 
 KICK-ASS product
  4. 4. The KICK-ASS 
 product launches
  5. 5. The KICK-ASS product 
 is less than successful 
 on the market
  6. 6. Different aspects 
 of the organization limit the product 
 from reaching it’s 
 full potential
  7. 7. ? How can UX help an organization overcome these limitations and create greater impact?
  8. 8. What is an
 organization?
  9. 9. “The greatest product of the 20th century has been the organization.“ Richard Buchanan COINS Conference 2010
  10. 10. “The purpose of an organization is to provide goods and services to people.“ Richard Buchanan Managing Experience (MX) 
 Conference 2013
  11. 11. What is UX Design?
  12. 12. DESIGN IS… Design is to design a design to produce a design. John Heskett
  13. 13. DESIGN IS… Design is to design a design to produce a design. Noun 1 John Heskett Verb Noun 2 Noun 3
  14. 14. DESIGN IS… Design is to design a design to produce a design. Noun 1 Noun 1: Verb: Noun 2: Noun 3: Verb Noun 2 A general concept, strategy or policy A condition or action A plan or intention for implementation The finished outcome John Heskett Noun 3
  15. 15. DESIGN IS… “Everyone designs who devises courses of action aimed at changing existing situations into preferred ones." Herbert Simon. 1996. The Sciences of the Artificial. 3nd edition. Cambridge, Massachusetts: 
 The MIT Press.
  16. 16. “User experience (UX) is an approach to product development that incorporates direct user feedback throughout the development cycle (human-centered design) in order to reduce costs and create products and tools that meet user needs and have a high level of usability (are easy to use).“ User Experience Professionals Association (UXPA) http://uxpa.org/resources/about-ux
  17. 17. “Every aspect of the user's interaction 
 with a product, service, or company that 
 make up the user's perceptions of the whole. 
 User experience design as a discipline is concerned with all the elements that together make up that interface, including layout, visual design, text, brand, sound, and interaction. UE works to coordinate these elements to allow for the best possible interaction by users.“ User Experience Professionals Association (UXPA) http://www.usabilitybok.org/glossary/
  18. 18. “All aspects of the end-user's interaction with the company, its services, and its products" Nielsen-Norman Group, http://www.nngroup.com/about/userexperience.html (27.12.2007)
  19. 19. “Creating and supporting human activities through the mediating influences of products (digital or tangible), services or even complex systems." Richard Buchanan
  20. 20. What is
 strategy?
  21. 21. “Strategy is creating fit among a company’s activities. The success of a strategy depends on doing many things well— not just a few—and integrating among them. If there is no fit among activities, there is no distinctive strategy and little sustainability.“ Michael E. Porter, “What Is Strategy?” On Strategy, 
 Harvard Business School Publishing, 2000.
  22. 22. How does UX and strategy fit in an organization?
  23. 23. Planning Your UX Strategy by RENATO FEIJÓ on April 16, 2010 http://johnnyholland.org/2010/04/planning-your-ux-strategy/
  24. 24. DESIGN IS… “courses of action aimed at changing 
 existing situations into preferred ones." IxD IS… “creating and supporting human activities." STRATEGY IS… “creating fit among a company’s activities.” ORGANIZATION “provide(s) goods and services to people”
  25. 25. The Major Functions in a Firm or ga ni za tio n strategy implementation John Heskett
  26. 26. organizations as a context 
 of design
  27. 27. “top business schools have begun launching new design programs or revamping old ones in an attempt to retool their offerings for a world where design innovation often separates the winners from the losers.” Francesca Di Meglio, “B-Schools Are Starting to Look More Like DSchools,” September 26, 2013, BloombergBusinessweek
  28. 28. Stanford University's d.school
 the Hasso Plattner Institute of Design
  29. 29. Case Western Reserve University 
 Weatherhead School of Management Design & Innovation Department
  30. 30. Northwestern University 
 Kellogg School of Management MMM Program
  31. 31. The Johns Hopkins Carey Business School Maryland Institute College of Art M.B.A./M.A. in Design Leadership
  32. 32. Illinois Institute of Technology
 Master of Design/Master of Business Administration (MDes/MBA)
  33. 33. California College of the Arts 
 3 Design MBA programs
  34. 34. Philadelphia University
 Strategic Design MBA
  35. 35. UX envisions 
 the future
  36. 36. based in the United States, Nationwide provides insurance and financial services to protect people’s cars, lifestyles or homes & contents.
  37. 37. wanted to explore how they could evolve 
 the current participant experience of their 
 retirement plans and solutions
  38. 38. the existing service… did not integrate the touchpoints
 to create a holistic experience…
  39. 39. the existing service made the user feel like… an account number… a transaction… they were on their own…
  40. 40. Short-Term Objective Long-Term Objective To define the ideal participant experience and bring it to life through multiple prototype touchpoints. To evolve the actual participant experience toward the ideal in a practical yet aggressive manner.
 ENVISION IT MAKE IT REAL
  41. 41. leadership realized 
 change was needed in organizational structure and capabilities required 5-7 years to realign the organization to deliver these experiences broke down barriers and creates collaboration across silos, creating opportunities for future work prototypes are possibilities of the organization’s future creates a shared vision/ mission
  42. 42. UX helps 
 employees deliver experiences
  43. 43. a regional bank in the United States’ Midwest
  44. 44. Huntington knew that its customers interacted with the bank everyday through its employees. Whether they were in the local community directly touching the customers or providing support behind the scenes, they were all Huntington.
  45. 45. how does an organization… align employees to deliver a consistant user experience
  46. 46. internal alignment is needed among employees to deliver consistent experiences activities
 (interactions) 
 define meaningful 
 experiences
  47. 47. Back to 
 …Our Story…
  48. 48. we need to connect with different parts of the organization, bridging departments and people together
  49. 49. facilitate the discovery of both user and employee pain points across the experience
  50. 50. guide the co-creation of an ideal user experience and employee activities needed to deliver the experience
  51. 51. and to align the organization to deliver the developed user experience
  52. 52. creating
 organizational change
  53. 53. creating organizational change is in fact designing an organization
  54. 54. creating organizational change is in fact designing an organization
  55. 55. find ways to connect people to product, but also ways to connect employee activities to deliver experiences
  56. 56. Ultimately, UX is not the sole responsibility of UX practitioners, a UX team or a UX leader. 
 Great UX is the responsibility of everyone in an organization. It requires a whole organization working together.
  57. 57. hanks. Michael Lai
 EXPERIENCE DESIGN CONSULTANT
 ENLIGHT DESIGN

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