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What the *UX?!? A Structured Approach to Tackling UX Strategy - Steve Denning and Abi Renyolds

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UX Strategy is a term that has been around for quite a while but is often not really well understood or implemented in business. Some companies have dedicated UX teams while others have a single UX champion who is struggling to make sense or identify what UX means to their organisation. How can organisations start thinking about how to bake UX into how they work? In this course we will take a pragmatic look at deconstructing what UX and UX strategy means to organisations, and look at a framework to provide practical strategies to help connect UX Strategy to Business Strategy with the aim of truly embedding user insights and user centered design into the culture of their organisations.

Published in: Design
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What the *UX?!? A Structured Approach to Tackling UX Strategy - Steve Denning and Abi Renyolds

  1. 1. Stephen  Denning  –  UX  Director   @steve_denning       Abi  Reynolds  –  Principal  UX  Consultant   @abijreynolds                           22  June  2015   1   What  the  *UX?!?   A  Structured  Approach  to  Tackling  UX  Strategy     #uxpa2015   @uservision    
  2. 2. 2  UXPA  2015   Your  hosts   for  this   evening…   Abi   @abijreynolds   Steve   @steve_denning  
  3. 3. 3   Who’s  in  the  room…   UXPA  2015  
  4. 4. 4  UXPA  2015   150+  years  experience  
  5. 5. UXPA  2015   DirecHng   Managing   Researching   Designing   ConsulHng  
  6. 6. 6  UXPA  2015  
  7. 7. 7  UXPA  2015  
  8. 8. 8  UXPA  2015  
  9. 9. UXPA  2015   Size  of  UX  team  
  10. 10. 10  UXPA  2015  
  11. 11. 11  UXPA  2015  
  12. 12. 12  UXPA  2015   hQp://www.briHsh-­‐sign.co.uk/briHsh-­‐sign-­‐language/   Introduce   yourself…  
  13. 13. Tutorial  Aims   •  To  think  about  what  UX  Strategy  means  today   •  To  consider  the  challenges  of  implemenHng  UX  Strategy   •  To  work  through  a  framework  for  creaHng  and  developing  UX   Strategy  in  your  company   •  To  develop  a  roadmap/acHon  plan  to  mature  UX  in  your   organisaHon   UXPA  2015   13  
  14. 14. PresentaHon  Htle  /  Footer  text   14   Our  journey  here  
  15. 15. 15  UXPA  2015  
  16. 16. 16  UXPA  2015  
  17. 17. May    2015   17  
  18. 18. The  Challenges  of  Embedding  UX   EducaHon  &  Awareness   Business  Alignment   Proving  the  Value   IntegraHon   18  UXPA  2015  
  19. 19. Services  are  o`en  created   from  the  inside  out  –  only   considering  the  customer   experience  at  the  end,   making  the  experience  a   consequence,  rather  than   an  intenRon.   UXPA  2015   hQps://hbr.org/2009/06/a-­‐framework-­‐for-­‐building-­‐custo.html  
  20. 20. We  should  think  about  the   customer  experience  first   and  build  from  that.     This  makes  the  customer   experience  intenRonal   rather  than  consequenRal.   UXPA  2015   hQps://hbr.org/2009/06/a-­‐framework-­‐for-­‐building-­‐custo.html  
  21. 21. UX  –  U  =  X   Developer-­‐driven  experience   21  UXPA  2015  
  22. 22. UX  –  U  =  X   Product-­‐driven  experience   22  UXPA  2015  
  23. 23. UX  –  U  =  X   HiPPO-­‐driven  experience   23  UXPA  2015  
  24. 24. 24  
  25. 25. UX  ≠  UI   25  UXPA  2015  
  26. 26. Source:  www.helloerik.com/ux-­‐is-­‐not-­‐ui  UXPA  2015  
  27. 27. =  UX  Strategy   27  UXPA  2015  
  28. 28. 28  Source:  Google  UXPA  2015  
  29. 29. 29   Product  UX  Strategy   vs   InsRtuRonal  UX  Strategy   UXPA  2015  
  30. 30. What  does  UX  Strategy   mean  to  you?   30  UXPA  2015  
  31. 31. Why  UX  Strategy?     „ Clearly  communicates  where  you  want  to  be   „ States  processes  and  acHviHes  need  to  set  up  or  improve     „ ArHculates  job  roles  and  responsibiliHes     „ Provides  a  set  of  guidelines  and  principles  to  steer  processes     „ Educates  and  raises  awareness     „ Allocate  budgets     Puts  the  User  and  Insights  at  the  Centre  of  the  Process       31  UXPA  2015  
  32. 32. Framework   32  UXPA  2015  
  33. 33. PresentaHon  Htle  /  Footer  text   33   Vision   Landscape   Roadmap   Measure                  “Where  do  we                              “Where  are  we                              “How  do  we  get                          “How  will  we  know                  want  to  get  to?”                                          now?”                                                            there?”                                        if  we’re  successful?”  
  34. 34. Vision   34  UXPA  2015   “Where  do  we  want  to  get  to?”  
  35. 35. What  is  a  UX  Vision?   35  UXPA  2015   “A  clear  statement  of  forward-­‐looking  intent.”    “A  desired  end-­‐state.”     What?   Why?     UX  Vision  statement   Roadmap   Who?   When?   How?  
  36. 36. Cra`ing  the  Vision   1.  Apply  the  UX   lens  to  the   organisaRonal   vision   36   UX   UXPA  2015  
  37. 37. Useful   Desirable  Usable   Valuable   Credible  Findable   Accessible   UXPA  2015   2.  Pull  in   the  elements     of  the  UX   Source:    Peter  Morville   Cra`ing  the  Vision  
  38. 38. UXPA  2015   3.  Create  the   UX  Vision   Source:    yourdicHonary.com   Cra`ing  the  Vision   „   Short   „   Specific   „   Unambiguous   „   Simple   „   Avoid  being  too  specific   „   Avoid  being  to  generic     “The  best  vision  will  be  clear  about  who   you  as  well  as  who  you  wish  to  become.”  
  39. 39. Landscape   39  UXPA  2015   “Where  are  we  at  the  moment?”  
  40. 40. Push/Pull  Factors   UXPA  2015   What  is  holding  you  back?   What  is  pushing  you  forward?  
  41. 41. Integrated   Managed   Recognised   Informal   UX  Maturity   “How  established  is  UX  in  our  organisaRon?”   UXPA  2015  
  42. 42. Roadmap   42  UXPA  2015   “How  will  we  get  from  A  to  B?”  
  43. 43. PresentaHon  Htle  /  Footer  text   43   Building  the  team  
  44. 44. 44  UXPA  2015   UX   Product   CX   Digital   MarkeRng   Agile  
  45. 45. Measure   45  UXPA  2015   “How  will  we  know  if  we  are  successful?”  
  46. 46. UXPA  2015   46  
  47. 47. UXPA  2015   47  Source:  Arron  Walter  UX  maQers     Wisdom   Knowledge   InformaHon   Data  
  48. 48. Key  Performance  Indicators   Purpose   Timescales   Benchmarks   AcRons     UXPA  2015  
  49. 49. Key  Performance  Indicators   Strategic   Web  (AnalyRcs/SEO)   Financial/sales   Support   Social   Campaign   UX/Usability   „  Usefulness   „  Findability   „  EffecHveness   „  Efficiency   „  SaHsfacHon   UXPA  2015  
  50. 50. 50   Vision   Landscape   Roadmap   Measure   UXPA  2015  
  51. 51. 55  North  Castle  Street   Edinburgh   EH2  3QA   United  Kingdom   Tel:  0131  225  0850  @UserVision   www.uservision.co.uk   hello@uservision.co.uk   Stephen  Denning  –  UX  Director   @steve_denning       Abi  Reynolds  –  Principal  UX  Consultant   @abijeynolds                           22  June  2015  

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