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UX STRAT Europe, Peter Boersma: Adding Strategists to the UX Team

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Peter Boersma's presentation at UX STRAT Europe

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UX STRAT Europe, Peter Boersma: Adding Strategists to the UX Team

  1. 1. SDL added strategists to a UX team
 what happened next will blow your mind! Peter Boersma (@pboersma), UX Strategist at SDL UX STRAT Europe 2015, Amsterdam, June 5 2015
  2. 2. SDL added strategists to a UX team
 what happened next will blow your mind Peter Boersma (@pboersma), UX Strategist at SDL UX STRAT Europe 2015, Amsterdam, June 5 2015
  3. 3. SDL brings your brand to the world and the world to your brand
  4. 4. PRE-PURCHASE Consider Research Evaluate PURCHASE POST- PURCHASE Engage Advocate purchase SDL enables Global Customer Experience Management CXM is the strategy and practice for managing customer experiences 
 online and offline to acquire, retain, and turn customers into satisfied, 
 loyal brand advocates and ambassadors. pre-purchase post-purchase
  5. 5. Digital Experience Knowledge Delivery Customer AnalyticsLanguage
  6. 6. SDL enables 72 of the Top 100 brands
  7. 7. 38 countries 70 offices 1500 enterprise
 customers 3500 employees
 worldwide
  8. 8. SDL
 UX team
  9. 9. SDL UX team from 1992-2009 (before 2009, SDL did not have dedicated UX resources)
  10. 10. SDL UX team in 2009 in 2009, SDL hired a first UX Designer Philipp&Engel& UX#Director,#Amsterdam#
  11. 11. Branding Colors Icon Colors User Interface Colors
  12. 12. by 2013 there were 14 UX designers Catalin'Timo+i' UX#Designer,#Cluj# Nikki'Veldhuis' UX#Designer,#Amsterdam# Adela'Muresan' UX#Designer,#Cluj# Elske'Schrauwen' UX#Designer,#Amsterdam# Peter'Boersma' UX#Strategist,#Amsterdam# Ariel'Vargas' UX#Designer,#Amsterdam# Fernando'Quiros' UX#&#Visual#Designer,#Amsterdam# Arne'de'Booij' UX#Strategist,#Amsterdam# Hristo'Spasunin' Visual#Designer#&#Developer,#Sofia# Riccardo'Russomanno' Visual#Designer,#Amsterdam# Carrie'Kim' UX#Strategist,#Sea<le# Joao'Lopes' UX#Strategist,#Mechelen# ScoG'Darcy' UX#Designer,#Wakefield# Brian'Shurtleff' UX#Designer,#Cluj/LA# Jaap'Jan'van'den'Bosch' UX#Designer,#Amsterdam# Sander'Viegers' UX#Strategist,#Amsterdam# SDL UX team in 2013 Philipp&Engel& UX#Director,#Amsterdam# Adela'Muresan' UX#Designer,#Cluj# Elske'Schrauwen' UX#Designer,#Amsterdam# Peter'Boersma' UX#Strategist,#Amsterdam# Ariel'Vargas' UX#Designer,#Amsterdam# Fernando'Quiros' UX#&#Visual#Designer,#Amsterdam# Arne'de'Booij' UX#Strategist,#Amsterdam# Hristo'Spasunin' Visual#Designer#&#Developer,#Sofia# Riccardo'Russomanno' Visual#Designer,#Amsterdam# Adela'Muresan' UX#Designer,#Cluj# Elske'Schrauwen' UX#Designer,#Amsterdam# Peter'Boers UX#Strategist,# Ariel'Vargas' UX#Designer,#Amsterdam# Fernando'Quiros' UX#&#Visual#Designer,#Amsterdam# Arne'de'Booij' UX#Strategist,#Amsterdam# Hristo'Spasunin' Visual#Designer#&#Developer,#Sofia# Riccardo'Ru Visual#Designe
  13. 13. slide-in
 navigation pane header with user-related items content area
 using interaction pattern library
  14. 14. one of the big trends in marketing technology has been the emergence of a set of“marketing clouds”that incorporate many capabilities from across this landscape under the umbrella of a single vendor. Scott Brinker, Chief Marketing Technologist Blog editor
 http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
  15. 15. Product(Strategy(/( Product(Roadm aps Experience( Strategy Experience( Design UI(Developm ent(/(( Testing ! Product(Objectives(( ! Interaction(Design( PM(/(UX((/(Architects UX(/(PO(/(DEV Prior(to(Project During(Project Experience( Guidelines perience( Strategy Experience( Design UI(Developm ent(/(( Testing ! Interaction(Design( UX(/(PO(/(DEV During(Project Experience( Guidelines Softw are
 architecture Product(Strategy(/( Product(Roadm aps Experience( Strategy Experience( Design UI(Developm ent(/(( Testing ! Product(Objectives(( ! Interaction(Design( PM(/(UX((/(Architects UX(/(PO(/(DEV Prior(to(Project During(Project Experience( Guidelines Product(Strategy(/( Product(Roadm aps Experience( Strategy Experience( Design UI(Developm ent(/(( Testing ! Product(Objectives(( ! Interaction(Design( PM(/(UX((/(Architects UX(/(PO(/(DEV Prior(to(Project During(Project Experience( Guidelines uct(Strategy(/( oduct(Roadm aps Experience( Strategy Experience( Design UI(Developm ent(/(( Testing bjectives(( ! Interaction(Design( ((/(Architects UX(/(PO(/(DEV or(to(Project During(Project Experience( Guidelines
  16. 16. Product(Strategy(/( Product(Roadm aps Experience( Strategy Experience( Design UI(Developm ent(/(( Testing ! Product(Objectives(( ! Interaction(Design( PM(/(UX((/(Architects UX(/(PO(/(DEV Prior(to(Project During(Project Experience( Guidelines perience( Strategy Experience( Design UI(Developm ent(/(( Testing ! Interaction(Design( UX(/(PO(/(DEV During(Project Experience( Guidelines Softw are
 architecture Product(Strategy(/( Product(Roadm aps Experience( Strategy Experience( Design UI(Developm ent(/(( Testing ! Product(Objectives(( ! Interaction(Design( PM(/(UX((/(Architects UX(/(PO(/(DEV Prior(to(Project During(Project Experience( Guidelines Product(Strategy(/( Product(Roadm aps Experience( Strategy Experience( Design UI(Developm ent(/(( Testing ! Product(Objectives(( ! Interaction(Design( PM(/(UX((/(Architects UX(/(PO(/(DEV Prior(to(Project During(Project Experience( Guidelines Product(Strategy(/( Product(Roadm aps Experience( Strategy Experience( Design UI(Developm ent(/(( Testing ! Product(Objectives(( ! Interaction(Design( PM(/(UX((/(Architects UX(/(PO(/(DEV Prior(to(Project During(Project Experience( Guidelines Product(Strategy(/( Product(Road maps Experience( Strategy Experience( Design UI(Develop ment(/( Testing !Product(Objectives((!Interaction(Design( PM(/(UX((/(ArchitectsUX(/(PO(/(DEV Prior(to(ProjectDuring(Project Experience( Guidelines
  17. 17. Product(Strategy(/( Product(Roadm aps Experience( Strategy Experience( Design UI(Deve Testin ! Product(Objectives(( (Business(Goals,(Success(Metrics) ! Functional(Specification (Prioritized(list(of(requirements) ! User(Needs( (Research,(Personas,(Journeys,(Service( Blueprints,(etc.) ! UX(Strategy( ! Interaction(Design( (Conceptual(Models,(Metaphors,(Flows) ! Interface(Design( (Wireframes) ! Visual(Design( (Colors,(Icons,(Typography,(Grids,(etc.) ! Design(Guidelines (Screen(Templates,(UI(Controls,(Rules,(D PM(/(UX((/(Architects UX(/(PO(/(DEV Prior(to(Project During(Project Product(Strategy(/( Product(Roadm aps Experience( Strategy Experience( Design UI(Developm ent(/(( Testing ct(Objectives(( ! Interaction(Design( (UX((/(Architects UX(/(PO(/(DEV Prior(to(Project During(Project Experience( Guidelines y(/( dm aps Experience( Strategy Experience( Design UI(Developm ent(/(( Testing (( ! Interaction(Design( chitects UX(/(PO(/(DEV ject During(Project Experience( Guidelines nce( egy Experience( Design UI(Developm ent(/(( Testing ! Interaction(Design( UX(/(PO(/(DEV During(Project Experience( Guidelines Softw are
 architecture Product(Strategy(/( Product(Roadm aps Experience( Strategy Experience( Design UI(Developm ent(/(( Testing ! Product(Objectives(( ! Interaction(Design( PM(/(UX((/(Architects UX(/(PO(/(DEV Prior(to(Project During(Project Experience( Guidelines Product(Strategy(/( Product(Roadm aps Experience( Strategy Experience( Design UI(Developm ent(/(( Testing ! Product(Objectives(( ! Interaction(Design( PM(/(UX((/(Architects UX(/(PO(/(DEV Prior(to(Project During(Project Experience( Guidelines Product(Strategy(/( Product(Roadm aps Experience( Strategy Experience( Design UI(Developm ent(/(( Testing ! Product(Objectives(( ! Interaction(Design( PM(/(UX((/(Architects UX(/(PO(/(DEV Prior(to(Project During(Project Experience( Guidelines Product(Strategy(/( Product(Road maps Experience( Strategy Experience( Design UI(Develop men Testing !Product(Objectives((!Interaction(Design( PM(/(UX((/(ArchitectsUX(/(PO(/(DEV Prior(to(ProjectDuring(Project Experience( Guidelines
  18. 18. Catalin'Timo+i' UX#Designer,#Cluj# Nikki'Veldhuis' UX#Designer,#Amsterdam# Adela'Muresan' UX#Designer,#Cluj# Elske'Schrauwen' UX#Designer,#Amsterdam# Peter'Boersma' UX#Strategist,#Amsterdam# Ariel'Vargas' UX#Designer,#Amsterdam# Fernando'Quiros' UX#&#Visual#Designer,#Amsterdam# Arne'de'Booij' UX#Strategist,#Amsterdam# Hristo'Spasunin' Visual#Designer#&#Developer,#Sofia# Riccardo'Russomanno' Visual#Designer,#Amsterdam# Carrie'Kim' UX#Strategist,#Sea<le# Joao'Lopes' UX#Strategist,#Mechelen# ScoG'Darcy' UX#Designer,#Wakefield# Brian'Shurtleff' UX#Designer,#Cluj/LA# Jaap'Jan'van'den'Bosch' UX#Designer,#Amsterdam# Sander'Viegers' UX#Strategist,#Amsterdam# Philipp&Engel& UX#Director,#Amsterdam# Adela'Muresan' UX#Designer,#Cluj# Elske'Schrauwen' UX#Designer,#Amsterdam# Peter'Boersma' UX#Strategist,#Amsterdam# Ariel'Vargas' UX#Designer,#Amsterdam# Fernando'Quiros' UX#&#Visual#Designer,#Amsterdam# Arne'de'Booij' UX#Strategist,#Amsterdam# Hristo'Spasunin' Visual#Designer#&#Developer,#Sofia# Riccardo'Russomanno' Visual#Designer,#Amsterdam# Adela'Muresan' UX#Designer,#Cluj# Elske'Schrauwen' UX#Designer,#Amsterdam# Peter'Boers UX#Strategist,#A Ariel'Vargas' UX#Designer,#Amsterdam# Fernando'Quiros' UX#&#Visual#Designer,#Amsterdam# Arne'de'Booij' UX#Strategist,#Amsterdam# Hristo'Spasunin' Visual#Designer#&#Developer,#Sofia# Riccardo'Ru Visual#Designe Brian'Shurtleff' Jaap'Jan'van'den'Bosch' Sander'Viege Catalin'Timo+i' UX#Designer,#Cluj# Nikki'Veldhuis' UX#Designer,#Amsterdam# Adela'Muresan' UX#Designer,#Cluj# Elske'Schrauwen' UX#Designer,#Amsterdam# Peter'Boersma' UX#Strategist,#Amsterdam# Ariel'Vargas' UX#Designer,#Amsterdam# Fernando'Quiros' UX#&#Visual#Designer,#Amsterdam# Arne'de'Booij' UX#Strategist,#Amsterdam# Hristo'Spasunin' Visual#Designer#&#Developer,#Sofia# Riccardo'Russomanno' Visual#Designer,#Amsterdam# Carrie'Kim' UX#Strategist,#Sea<le# Joao'Lopes' UX#Strategist,#Mechelen# ScoG'Darcy' UX#Designer,#Wakefield# Brian'Shurtleff' UX#Designer,#Cluj/LA# Jaap'Jan'van'den'Bosch' UX#Designer,#Amsterdam# Sander'Viegers' UX#Strategist,#Amsterdam# Catalin'Timo+i' UX#Designer,#Cluj# Nikki'Veldhuis' UX#Designer,#Amsterdam# Adela'Muresan' UX#Designer,#Cluj# Elske'Schrauwen' UX#Designer,#Amsterdam# Peter'Boersma' UX#Strategist,#Amsterdam# Ariel'Vargas' UX#Designer,#Amsterdam# Fernando'Quiros' UX#&#Visual#Designer,#Amsterdam# Arne'de'Booij' UX#Strategist,#Amsterdam# Hristo'Spasunin' Visual#Designer#&#Developer,#Sofia# Riccardo'Russomanno' Visual#Designer,#Amsterdam# Carrie'Kim' UX#Strategist,#Sea<le# Joao'Lopes' UX#Strategist,#Mechelen# ScoG'Darcy' UX#Designer,#Wakefield# Brian'Shurtleff' UX#Designer,#Cluj/LA# Jaap'Jan'van'den'Bosch' UX#Designer,#Amsterdam# Sander'Viegers' UX#Strategist,#Amsterdam# SDL UX team in 2015 so we assigned 5 strategists, and today, we have 17 people in our UX team.
  19. 19. UX Strategy Design Thinking,
 Service Design,
 Usage Scenarios,
 Design Goals, Success Metrics,
 Prioritisation of Features UX Research User Research,
 Market Research,
 Competitive Benchmarking,
 Instrumentation/Telemetry, Usability Assessments UX Design Information Architecture, Interaction Design,
 Prototyping, UI/Visual Design
 Design Guidelines,
 Design Specifications
  20. 20. UX Strategy Design Thinking,
 Service Design,
 Usage Scenarios,
 Design Goals, Success Metrics,
 Prioritisation of Features
  21. 21. 
 warning: Venn diagram approaching! funny sexycool UX STRAT
 attendees
  22. 22. Product Management Product (Line) Managers Product Owners Engineering Architects,
 Developers,
 Testers, Operations User Experience Researchers,
 Designers
 UX Strategists operate here
  23. 23. Weekly check-in with Product Line Manager Present roadmap for feature X to Developers Bi-weekly check-in with UX Designer Work with a UX Strategist on a cross-product research initiative Lunch Work with Innovation Team on a cross-product capability Monthly alignment with UX Designer and UI Developer for product Y Brainstorm with entire product line team on vision for product line Z Weekly UX Strategist meeting
  24. 24. 3 case studies
  25. 25. case study 1
  26. 26. vision development
 and concept diagram
 for SDL MediaManager
  27. 27. UX Strategist: Peter Boersma • information ergonomist • 20 years experience at interactive agencies • with SDL since October 2014 • design process freak Peter
  28. 28. miscellaneous
  29. 29. managing images
 (not video) intuitive workflow managing large sets of assets
  30. 30. provide user with insights integration with
 other (SDL) tools global media management
  31. 31. most common
 usage scenarios
  32. 32. change here impact here and
 here
  33. 33. Lessons Learned A UX Strategist can help a Product Manager develop a product vision, by putting customer needs central when discussing the future of the product. A UX Strategist can help designers and developers focus on the big picture for a product, for example by creating Concept Diagrams together.
  34. 34. case study 2
  35. 35. Design Thinking for
 SDL Campaigns
  36. 36. UX Strategist: Arne de Booij • experimental psychologist • 15 years experience at large corporations • with SDL since September 2014 • user research is in his bones Arne
  37. 37. product design process
  38. 38. product vision design process
  39. 39. product vision design process
  40. 40. Where are we today? How useful, usable and beautiful are we currently?How useful, usable and beautiful are our competitors? What are our primary users and what do they need? What activities, tools and contexts are relevant? What are their (met or unmet) needs? Who are our internal stakeholders and what do they need? Why are their
 (met or unmet)
 needs? What is the business mission and vision? What is the current product strategy? What trends in the marketplace are relevant?
  41. 41. product vision design process
  42. 42. Theatres
  43. 43. product vision design process
  44. 44. product vision design process
  45. 45. product vision design process
  46. 46. Lessons Learned UX Strategists can impact the product vision
 through service design & design thinking activities
 and by including a variety of stakeholders. Personas and scenarios inspire stakeholders
 in designing for the right user context.
  47. 47. case study 3
  48. 48. defining and validating the SDL Customer Model
  49. 49. UX Strategists: Peter & Arne Peter Arne
  50. 50. a comprehensive model to capture knowledge about customers and help map products to their needs
  51. 51. IT admin buyer (not user) on-site licence point-solution enterprise productivity
  52. 52. marketer owner & user cloud subscription integrated suite collaboration experience
  53. 53. ‘Opinionated Software’is a software product
 that believes a certain way of approaching
 a business process is inherently better
 and provides software crafted around that approach. Stuart Eccles, The Rise of Opinionated Software
 https://medium.com/@stueccles/the-rise-of-opinionated-software-ca1ba0140d5b
  54. 54. user research feedback from implementation consultants work with product managers interviews with marketers
  55. 55. Lessons Learned Personas are not the only way to capture knowledge about customers; UX Strategists need to focus on customer organisation models, roles, and work processes too. Connections with other departments and customers
 are crucial for in-house UX Strategists
 to get the whole picture and have the highest impact.
  56. 56. case studies summary
  57. 57. Product Management Product (Line) Managers Product Owners Engineering Architects, Developers,
 Testers, Operations User Experience Researchers, Designers UX Strategists operate here
  58. 58. Product Management develop product vision
 service design
 design thinking Engineering focus on the big picture
 prioritise based on customer needs User Experience focus on the big picture
 start early with personas & scenarios UX Strategists plan ahead of the roadmap
 think cross-product
 
 customer knowledge
  59. 59. the future of UX Strategists team growth
 design thinking cross-product thinking working closer with product managers developing business models
  60. 60. Citrix
  61. 61. To truly scale design, you have to put the methods of designers into the toolkits of the people who don’t report to you —  product managers, development teams, business analysts, marketers, account executives, and management Chris Avore, Product Design Lead, Nasdaq Design
 https://medium.com/nasdaq-design/enabling-design-influence-at-scale-8be18638e1b0
  62. 62. Product Management cross product-line capabilities:
 single sign-on
 telemetry
 customer processes
  63. 63. Product Management Product (Line) Managers Product Owners Engineering Architects, Developers,
 Testers, Operations User Experience Researchers, Designers UX Strategists operate here
  64. 64. UX Strategists at SDL focus product definition, design & development activities around customer needs. work on cross-product capabilities and coordinate the associated research, strategy & design work. introduce Design Thinking in the product definition phase.
  65. 65. SDL added strategists to a UX team
 what happened next will blow your mind Peter Boersma (@pboersma), UX Strategist at SDL UX STRAT Europe 2015, Amsterdam, June 5 2015
  66. 66. SDL added strategists to a UX team
 what happened next will blow your mind! Peter Boersma (@pboersma), UX Strategist at SDL UX STRAT Europe 2015, Amsterdam, June 5 2015
  67. 67. Copyright © 2008-2015 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL. Global Customer Experience Management

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