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UX STRAT 2014: Ashley Halsey Hemingway, "Validating UX Strategy Concepts Through Service Design"

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So you've developed a UX strategy: now what? How can you feel confident that the strategies you have identified are truly targeted towards overcoming the challenges your users actually face? In this presentation, I will share a real case study that walks you through the process I used to develop UX strategies and then analyze how they mapped to my users' workflow. This process helped me validate my hypotheses, and feel confident evangelizing the strategies throughout my organization. You will leave this presentation will a new methodology that you can use in your own strategic UX process.

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UX STRAT 2014: Ashley Halsey Hemingway, "Validating UX Strategy Concepts Through Service Design"

  1. 1. Validating UX Strategy Concepts Through Service Design and some other things I've tried and learned since UX Strat 2013 Ashley Halsey Hemingway
  2. 2. BYOS Bring Your Own Seat Ashley Halsey Hemingway @ha| sey_ #uxstrat
  3. 3. . . - - - 1 1 1 1 S — 2 —_ I» — ' _ " tr ‘ 1’ : mo6Ao9'°‘ _ _ , “, - . °'. fl V __, ,,-a l ’-1|? ” ‘ , ‘ ' . ~- hf - " ‘ ‘ . .- . ' o _ ‘ _ ' ‘ -s, , . - . - s 1 " '_l' -'-u . ‘:. s§ -I. ; ‘. ‘, ', -L / "~ ‘ , - i—‘' “ ‘. ‘.~; ., ' 0' ", " 3' “ I“"‘ ‘t '5, . ' ‘ ' J: '5" ‘ ‘:3;-' 3‘ 3.3, i‘-. ~ _“ — / *“~. " A -‘ P 3 <-'— , t « . s - ‘—_ . ‘ ‘ ‘ K x . 2. ‘ _ ‘ii’ ' 7 “ 5. - ‘ "' 7:’ —. 9. ’ - C '1 ‘ W ' ’. . Q- / :‘ ‘~, .‘. .. ' ~ ‘ l_ . .. ~ “ *: - ' — ‘ x u. . ‘ ' 7 , " S “2 K4 - #6 Ashley Halsey Hemingway @ha| sey_ #uxstrat
  4. 4. We should start helping with strategy level problems without waiting to be asked. — Aline Baeck, UX Strat 2013 Ashley Halsey Hemingway
  5. 5. THE PIIOIIIICT DWNEII 9216 Ashley Halsey Hemingway @ha| sey_ #uxstrat
  6. 6. GOOSIQ I how to ux strategyi how to create a ux strategy how to write a ux strategy Press Enter to search. Ashley Halsey Hemingway @halsey_ #uxstrat
  7. 7. From Usability to UX Strategy ‘ T . ,= ,.. .. I’ ‘ ; V» l ; 'C'. ./ / , / “-. .> . _‘fi_/ .‘~“a . ... ... .. '. “I uxpa UX Strategy & lean UX :39 SQ NJ I’ Lrulmg cm»: ux rm. .. Futon lo Cofunkv Ashley Halsey Hemingway @halsey_ #uxstrat
  8. 8. UX Concepts for Trading 0 Create object pages that are a living hub of actionable information 9 Ensure easy access across parent, sibling, and children objects for reference and comparison 0 Let users bucket however they want without being restricted by the feature constraints of each level o Arm our users with artifacts to resell their advertisers ° Bubble up critical information to the user; don’t make them go looking for it 0 Provide visibility into the changes being made to each object, as well as the results of those changes Ashley Halsey Hemingway @ha| sey_ #uxstrat
  9. 9. AN Client Systems Ashley Halsey Hemingway @ha| sey_ #uxstrat
  10. 10. 0 Create object pages that are a living hub of actionable information W A W .1: SE. . «: u__D Z< @ha| sey_ #uxstrat Ashley Halsey Hemingway
  11. 11. 9 Ensure easy access across parent, sibling, and children objects for reference and comparison ADV AN Client Systems Ashley Halsey Hemingway @ha| sey_ #uxstrat
  12. 12. °<-. ... ..-. -m-. ... ..—. ~.. .__. —.. ... . g. ... ... ... ... ... ... ... ... ... _.. ... ... ... _.. 0 Let users bucket however they want without being restricted by the feature constraints of each level . .,. _.. ADV AN Client Systems Ashley Halsey Hemingway @ha| sey_ #uxstrat
  13. 13. g(. ._. ... ,.¢. ... ... ... ... .._. ... ._ g. ... ... ... ... ... ... ... ... ... _.. ... ... ... _.. o. ... ._. ... .._. .._. ... ... _.. ... ... ... ... ... _.. ... . ; . '7 _ . . . . , . -I-7 :2-*2 2%-31.: -ties: cm X , '1": .'7"‘ 1 ma 4.. .-. .: . he ‘ . .-. .-. .-. .. ~'. z.; ..s . .. . . , 0 Arm our users with artifacts to resell their advertisers “. ... ADV AN Client ts; .. .. am at a. II U) E 2 3 5 " . .’. '_I'l. .. '3:. . 2 E L. ‘ (I) ; ll 3 . ... . -.A. Ashley Halsey Hemingway @ha| sey_ #uxstrat
  14. 14. oe. ... ... ... ... ... ... ..~. ... __—. ... . a. ... ... ... ... ... ... ‘.. ... ... ... ... .-. ... _.. ... ._. e. 0., . . . . . _ -‘ Bubble up critical information to the user; don't make them go looking for it . ... -. - . ... -. . ... .~. ... .. . ... ..-. ... .. . ... ..~. .i. . . ... ~. ... ill"-5'1-t——~u— E if 3?? E T" 7.1!. ” T 5; 53: -*5- -’: ::-. ::. -~_; : _-: _ —; _— :2- z , , < if Systems :10 Ann . ... 5 AVCII : =liIt= jv, r:lzIl. ~i= w:t= iuillu1gi'l'Iz| '/ @l'Ir= _ll~'lem_ iiinzt-lIt= .ti
  15. 15. g(. ... ... ... ... ... ... ... ... _.. ... .. Q. ... ... ... ... ... ... ... ... .._. ... ... ... .._. . g. ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... g. ... ... ... ... ... ... ... ... ... ... ... . Q. ... ... ... ... ... ... ... ... .. G Provide visibility into the changes being made to each object, as well as the results of those changes . ... ... ... ... . . ..! u.: 9.91:. mE2m>w €5.91 @ha| sey_ #uxstrat Ashley Halsey Hemingway
  16. 16. Q. ... _.. ... ... ... ... ... ... ... .-. .._. ... ._. ... g. _-. ... ,.. ... ... ... ._. -_. ... ... ... ... ... ,.. ._. . . ... . . . . . . . . . -3? "rs I: -xuzliaz er -:9: . . ~: -~'- A ea ' . . . ... .'. ,. , _ ‘. .[, g. ... _.. ... ... ._. ._. _._. 9, , ..-_. .. . . . _,, ._, ,,_. Ashley Halsey Hemingway @halsey_ #uxstrat
  17. 17. .5.. ... ... ... ... ... ... ~.. .._. ... ... . g. ... ... ... ... ... ... .-. ... ... ... ... .._. ... ..__ g. .._. ... .._. .._. ... ... _.. ... ... ... ... ... ... ... . : . I . , : *;«-. ~w. :u. :-.2 -:2: :1 ¢~s. :g—»: . 1* -9 = w , l i"l~"i-=1‘-= '-ire‘-I--Z”? l -. .L: -pi *1 1 -i--1--1-l'iI-=5-1--! -E Q. ... ... ... ... _.. ... ... . Q. ... ... ... ... ... ._. ... ... .—. ..—. .. ¢. ... _.. ... ... ... .~. ._. ... -.. -.. ... .._. ... - 0+! an ties" 3: -1 F E’. .3. 3. 5 . :.t. . I . I‘ . .5 H’ l . ‘ 4.5.. 5 . 1 i ‘T } . :. l i . . . . i . ’ i . ’ i ' ' ' ' 1 3 . ... ___M__ . ... . ... .. ... . . _.. ... , if-". '. . .._. ... .5- . ... ... ... t.. .. ... ... ._ . ... 5 ; r-- 3:‘. .. ‘ > _ -. (.. __-_-‘. - _. _ . A , ._ ,3 -. .. . .._, ___ (_ . -.. . . -----a--- < ‘ -at AN Client Systems tn. .." . ... ..c5 , .. .“. .. Ashley Halsey Hemingway @ha| sey_
  18. 18. Strategies UX %rroe; §for Trading 0 Create object pages that are a living hub of actionable information 9 Ensure easy access across parent, sibling, and children objects for reference and comparison 0 Let users bucket however they want without being restricted by the feature constraints of each level 0 Arm our users with artifacts to resell their advertisers ° Bubble up critical information to the user; don’t make them go looking for it 6 Provide visibility into the changes being made to each object, as well as the results of those changes Ashley Halsey Hemingway @ha| sey_ #uxstrat
  19. 19. Internal wiki page §; pp. ... us v 2 W « L UX Strategies for Trading 0 VheldlmmcIlxswutnwC«mo«nnvnbecndeslfinMlneruu1rInE0K‘squIshon -u. ... ..m. m Inymlnguniuunndlarurndlng uI, vmat-nAnnbulIa7' Byk|1o: rgvnstmvm¢mmndI: gu-flpmlswhonpluan-rqfirvlnvxblor wmnyearmnwnwiheahtahaauntnnhdmncnflnmiglnalmppnnxvummabwalvediriq BynnamltgllclhaluIop= tslIIaedresIlrnnmmtnnmlnnnm_wuvnIIhnrumryIznbelurnutmoangn-mlourmvwatmrl-nlnmsonea bulumm we alluring: In my use: QAr(lI! Iul.1>GlF°Rfi. l$S'fiflfiIheli-~z nu m. .i.5.. /,. - isdnacnyliyhedlntioltmvllllld rdtlndlbcnnanptz noun . .. . .. mm to sun can In new and not unmn rm-mg mu: m enter Iolaalule-group msaluaon, cm -cu mmn [Ashby] hogan 5.. .»: ng '1:t. |imIplnv. Ilru'y 11ll*'UV“ otvmnl mm mm, ammo . rm»; U| mm mm wuum - lnmna: gr: -up nlamgum. ll wll amen lo mu mom .4: mm. emcoot: rooms-Mind In In organized wiry OM next mp mm anagram . tram; .5w. u. Allmpnmrllmq in mm l gm ammmlh out Hermes and umm ma non mmm mmm than In mrux swan-qy Cauwvtf lwnd below I that want an Inn hlqhlqhlad III lrluofthc uumow was such Cor-av! -sol--1 As you an 501: hum Ihu lam mg» on M «Ma» C-'I«: w'l. vmuu not Ihudollut motlvyvd mo <: ano-av. » Iuwovl IN -numy mm -. a.ngmnma« rm hug-mg mm s1nhqyl: cnntnohjoapugucuiut-uulmugnnoouctlumblolnrnonuuon «vt»wuu. r5 his-fl . uwv-we auouum-uwwmmy-uou. :.ooor-u-mmuu, bu MwlhIYunPI"Dfmlnu/ mvlfigwedlnmnbxt - cmnoeuwmme we easily mama . lnline odiung, D1 al least in. labour-oeeo4 not‘| cavIng' an 12-91 . Rltvnnl mourn mom lseamev-lea an mu me («la neat aeowm-w wvv-wavy, um . nu mioum mm. ihoub mnloovme (mm. lmne lowovuinnnlnnas) . Autylo mm rmwmtacuuvvv-I: no Porn. am secs) vans-u strIW1r2:Ennuouyae-aununuv-run. obnngumclflamoejuuvwmuuiuuueuwvbai - / A-wbeuus smtoaya: latnnuuuonnuavwmoyuunvdvnmbnlngmmmdbymnhnneomnimuuauhnl , wwpeuu s1nugy4:Ai-noun-nnwmInuvutwtulneubuuhuieeu-mauumd-nlvuuhrnnutoulrnouuc-I - ve. ~u. m5 su-regys: nnau-«guru-aunumnuonwvauuntomnuuaeuuoloomgtun -wmmmt; so-mayo: nunamuunyrnumuluuuuungmumua-ouoa. uu-in-omuuuumuenmou - Iir>w mm. 1‘ . 94': -‘ A: i|Ii=1‘, " Ii-'1'-1", /' l: luflIlgl'l'l= .|'/ ‘
  20. 20. ‘ in Sfllllii rlIE5srir"s“i*rlixt u . K‘ ‘V’: ‘ 7 ' . ~. ‘ it’. _ ‘ ° To llAl~lnllTE Mvlritlis -Q « -"-1-. '.', I)” _. P 4 _. ~< 1-‘. *9’ v '. 1 ‘MY STlll(ElllllJlE: iso Btciimt . —~cour| nEllr surronrlmt MY IDEAS Ashley Halsey Hemingway @ha| sey_ #uxstrat flit‘ P‘ A-" I-: .~ l '1' "I. /4 « v. VI. 1' -" . I If R‘ . it . -7 ‘V . V . _
  21. 21. 00 u~. ... ... ¢.. ... ¢. . wacuuauaovnnunou . : . c I. »5.5.. . c»5-u-_-ma on hum. . Campaigns Oh-n~kIsn~ on-ouvomus nu. -an rvlru —-v- 5.. .. -1 vvvurfuu . .-.5». .. ». v.5..5 ha-tuna; 5/ A nmonyvouudnvlusfln .4 nan-an nan-. - sm mu co (- c -5.5 cm: M": I. »». ... Ii ‘ . .. , ._. ,, a i . .5..5_5.. ... .u fin NF} ""1 0-ucv S-«~1n- unfit ‘CUVVUONWN tMD. _I‘ may-. — - Bulcsotuo kw: .. ... . an. .. " Ill-IIIBOOO Men-95 I! -sfla an 5.4: . ... IIvOl%IllNQ‘ '¥'IOar-n J Iolflifififi’ u. -5.-o5.-. burn-VOAII 000 pa-_e. ... ... . p. ——.5.. ... .. . .. ...5.. .<. ..5.«. . ¢nMo615v¢t-In¢¢-. .'u~: ~- : *I 5.5.5_fl5.. ... . .5. v': 'l’!2(§t1'V*: U4i' mam- .0‘, .. uavruu nu . OfiI A-anaemia-any O_OIfl-uhon1AOI U u. - w: ... ... .v. a EdtClm: Ilon: S!uzMNot. '|xPI: cebo(3600065) cu-an . . ~55 Inn»: -. .~. o.. mmou 7‘ mam tumo- 5-.5e. . -5 u'. t-v- . -um-mva uum w nu-5. OJ»-Id’! - . ». o.c. .5 , mm ca emu-new - 1 new 51 -:5v~ev-»5~.5«n .1 r-mu». -¢~»m¢aua-2.. Ashley Halsey Hemingway o a Announces-has F00 V-u-an-Manon Alli‘: .5-'. .:. .5«. .5 . :- SA 5./ n‘I'rHnr. ;.ltAIIl'Jl<: >rv5o E : -.. ..». .e. .,». .- " §vCn7~A OOIIWE-J-u mt-qncvloin I». -.. .5.. .. . .. . . _. (- C Iuldtonldoaovqxunom 5.‘ -we-um "'9" Azrlq-ltlmjl - a lsanwauuox . . u - nu. .. . Anunvaauon-(macs: . A. ow. mo- ow5~.5,-v.5.. . an 5:. -. ew5a. o-v.5.¢- 2“ "W" “-5-- ‘‘''‘‘‘’'‘'‘'‘‘'‘°‘ £4-vtwu x nu, 0-u-can o-aumvx-us wav- snowing-v. ‘ 3*. “ '-‘I---'-- aw5cw. ~a-v-5. N. _ cw5anra5n. .y- cq55uo-v. u-an cm5c. w.~. ow.5. 0O10IDvA-4-Vern o un-no-sump lo! ow5c. o5ao5~. .-. V h_'cm~_v_‘ o numevnununuyu awravvhvvkr 2 - ¢. ... ,.. ,.. 2 | ~o. .«. ... ... . . . «. .- :5,; <;< . ».. ... '.c. .»5.5 , .:—nm u. -vnwui-emu. Au-a-ne- _0 0 I~—.5.. .5.-5.. ... . 4- c M6(o-wJl‘090t: vI(¢Iw: -:/ vr<'n«a- . ,,, ,,, __ 3 . ... ... .. . ... .. un- C ~I‘M'v o v5.. -.. .». - umaaoua. . .. p. .. m. .. ... ... ...5 . r—---r Irv tuned I WW‘ IUVI lulv I 5"‘ . -.. .. (. ... .. 5--hr v. -.. - M. .. , ..5.. -.. H. .. um. .. Ptlfithllulfid/ ~Cl| V‘. c. ... .w. ..5.. .~. :.. . -. .. --. .- lrn'wr~UV, ' -Irv: -v. .. .., o. "N A-«Ir -. t., .-. «-. ..-. ,,. .5.. -.5 5-. " . . . .».5..5. . .., Cal’: = .5 M V»- be c. ,—~» . .. c. ~.» -u-5.. .m- n»---- -m -. ..5..5,e- -. -«wa u. ¢~. -- F00 5. F00 o-o-. --v urn- “. -.. as. »- s-. -. r.5 5.«. »o.5. t. -55¢ @ha| sey_ one-1%-u-. leuronlvhnuuvvwt . . Ann-.0.-run--ur-¢ -. ... oou. ,.. -»v- . ... -.. .5_m: ... I-av‘ -~45.. .-. ..-. 2.5--wron- Ax» —~¢.55»~. >5.-. -.. .-«.5» may-1
  22. 22. Audit of current design, alongside proposed solutions Buttons cum: Mon: ((1! . /, -‘A . :.. .« -. -«z rt but idfilt/ ‘ u. »., . Wu . ..-9‘, (n man z. .--. —.“ . ... .-m« mmuowma . -.u. .a. ... .e « 'r1«N1 (6.41! l‘ rc( . .~. :<yn1 u-(HA In men. » VfVI4 'xrf our e. -.-vu K Ha mu. .. rv.1v; doKI. I“ tvoavv <: u‘4! ‘In’: - rnaaru e. -wn 115'"! na'; -n . . «Lia! o uflfid ‘»’r14"vur~r'<v r-on uni: rvd«<n5tv rm-~. -- ': .»v: »»-«v«. -~wun. »z». »o- 2»-m-o-«: :.. —~. ~.r 1.; -A-I nv<cn. lz. -4v6'I<-~n~v: <*vKl"K1'~« V. nr1l‘¢[IAlvlu"(t(c-3:4 M. 1r<: Kt< 4. A6.-‘(viva-. wv am. ‘.4. Influx! bumzmlot gm. .. 1-(1-; v-ray-n one-« A «van 1» Cvotoan v om». ou-mu Cxww omm Q10‘! on»: I -. .-. ... -. ... .. Ashley Halsey Hemingway Hooowd nwnanauuau Ilnutlalvr vavonrc «.1 M'tfl(—. 'rnl u-1.4 -. A’-ya . »mvlK‘(?4-I -. ;.~'< 3:-lcvudnu : ... y<-1.: Ian-4 . m.m ran. .. vs: / ‘Ix! -:n<¢»'<l<-: r~! rvv! xro . l ¢’i’D(( «MEI: mm -—1 men-g»: -.~. .«me. x<«ee¢ we n -4?‘ M m, .« Ltw r-v «mu m : ,u. ~«u -s: I1V'I)vfr . x zn}. ~c Dvuu a«t. y«. (:. . «. ..» su. -.. . l~1Iu (. ..; $-run! um‘. .. '; )vt1v nr. ‘u. .o. cn'vun1uv~«v! u am: pm . ,.. .u. ... «4mqm us vrq -. -4 ¢ub‘o! rut cm“-. an M. ..“ gr. ‘-an Ar-1 V'<(o5tu E ‘4un$>’Vl'l'-JV 4 ruu M. .. - 0 I mu. ..» . C¢ovA <. ... ( (‘. .. (1 Grid Rows cum: hunt YI4«¢n~)<(-It e. -,V~'-tn htf»4tVJ[t4“aIyK'4K'(K1V-In .9«. : guru: rfltvrvtr~‘(4p(AVI'v| ,v-1:-| I-t; a~v[sQv. (h *. (VfKI: AIV<4 :0. «. «:. u-x ; >‘« a. :.u~. .m ~<v(: <~vl «m. «.». «m»«¢u. n«m-r-/ an. .. Au' 2'» r'u~y'1:Ar "awn kvru »_, ,- ‘m (firth luv-wv wo: lean-m. .»u om-«. .« . .»-. -. {M mm». .. x, | ‘A4I' (Mm. -. 1») w--«. -« I1eaI'>v'y' -¢ '1rl| v4>«ho~6r(-n'y' 7Ifl‘h(<o~ IN-1 Yl9'i"1lI"l tnL>. ~t>vm. .;, ~_, -o-cu-nun: v . ..‘ «. ..». -.«. w.»; ._ Us human-as M. A»: . (.0. . « . -~; g am Av-as-has AV, ‘ “-0. . - »-. .. no: -um vrr-aw o-av-om -~ 11 u I! !! KZVCMIQ -4.. :: . . :4 mm ( . us. qnn K3 unaom. HIKIJBC V---rt ruouoaxa om-aqua «. ..: «»--- SI ‘ . ... 4 . ._. .,, . weaned Hdlendkttat ll (49. w H4’ mi . .>w -4.: am“ we um tva . «. Mu / ~5<-'<: ’-tr -sly»-“<1!1'I1vvv~(,7« 4»<Zn: I.-Kn-<1 : p.~~ nu‘ rd -:4 mum‘. . we . ... a izrw 1.. -we rv>4.*. t~'r‘:1rn. (v vrnrg ave >(£vv-«‘->t- (w‘: v~<-0. . .m'»~< rmw . ~e. . ‘v( , .. ., . ..» , .», ..(. l . »m . .< ». », s- -we. )IA. Idnl>rtKtn(V cw: nhnInir4«! n5 . -.. .’: nua- ha| sey_ #uxstrat
  23. 23. JIRA board tracking progress of visual refresh project E -appngxug DaQIbou¢s- vigour a. ms~ Agilo~ ouyfll M q)- g~ User Experience Team Tracking work Room aoaro- - omcx r: Lr£Rs Orb; My rssms Rocorvy Updatod To Do In Progress Reacy lot Rvvnw Rwcw complete Fnnshad Release : ‘: Usov Expononoo I uxms - x 1 s. Pnrnaryand Sooonda Br. -.1 Panccn Lbrnry W W M’ v VnsualRe’msh . v . -l 0 u‘ . ,_A : noun - ux—24z B ux~24~ E ux.23o 3 uxqw UX-210 -‘ x Make Padang o t Syn Gloom Nav 4. 3 Style God Roms w 5 SM: scare: Boxes O I Sryto Pmiary and Conssxml and You Fnlas Secondary Buttons 0 . .~. visual . . . . . . . . . . . . . . . . . 7‘, ux-222 B ux-234 E ux~235 B 7 Sryiobroooomu 0 55TypoqIaphy 0 2 Addsacxnrovn-1! (‘D and Sphuxmons lmplomonl Oontanors B . _ “.22, V‘ Po°D| o 8 SM: Towlc " rz. Ashley Hornngway Bqmons Dan Mann Kim“ 12 15PM . Uxqzg B ‘V; -:. -n»: oi/ Augm 11 11 Av 10 Sly1a Gad Nasser: _ _ _ _ _ moo Llnkn — ux-235 3 Add Lm 11 Stanaavvuw Font S4163 - ux~227 E 12 sryto Iconalloofl °°I= fl1>0on For-I upaaro gntd-cal: /oolorsbotdau (and hovcl stares) Ashley Halsey Hemingway ha| sey_ #uxstrat
  24. 24. FAQ email JIRA stories with attached images and comment history -Ippnuux D-roe-mv >«vcn- ---- »a-- aw @- I I v. -rt-suave ux-2'avau-iRa-v~ t, x»2m | ‘I 1. Style Primary and Secondary Buttons / Eu! (Doc-mart Au-q Mcn- Rtoom : : noun P0991. , ,$»: >o- Av fionmm o lira Ra-cw-¢ ». ..rn-. . hem . . -tn: . ,‘_, ,__{, “,__, .’, "y ‘ ‘ ° - V Qsvoo-. xrv-JM-iwo 24.50614 17 HVM 0!&l‘, ‘l H mm Uootbvnovuoo-ovI. bo6c-‘I1-ma now-tn-n oi &r, ‘l -x u AV Amaun-u 4 . pontoon-an : ..nor~ wqupoi ‘ 'iI. 's ‘2.‘). r.-462591.! “Wm” V - Ar ; ..: :«; ;.: v 71%“ noon; ,, “,. ,., , __________. __‘ _______ - 0.cvv.1Il33¢€-14 . -»—- O7cvOu1Dl¥)J‘ll . -.- - -i . . . ... ... _.. ... ... v_. ..-. ... Vm . ~.; irv-: -0: mm M: M». .. ;--. .s- 0; l4iMpy‘VlH7)A-I ‘-| !LM. ,l(H23AU 72/‘AI-y'. l12uPM , '-=1 «avg, -uizinw Z 4 '" - - IV w fin . ..: luv <. .,~; n; i2u. ,.uu-. uu 7)‘-'4ylll3069| uumy A] Comment: wmuao Monty mm, . y l"lDomuua—-y-as-auauw-. «.i2.u. ,w4ixiimA. n~, mmgm, i.sua-a. nx. uovo«-; vuv~rwysomow-mmuumuynm iaaouvzovnvva - go. -.. ,.. ..—. .., -xsoancorr--a4.12)mui251M. I . ... ... ... ._. ... . —. ... ... ..«_. ... _.. .- n. ..: wur-. -nw-ipumiom-uuunamamvmnrunmaa, Myeflyrvntaltr-Ifltdhnt-I>v‘lAADi-fi: Ivct<1I~Il"q‘lbIbofltv: ~. .i. i>-. a;. ..i. v.v. .~. »~. .an. xrm; .«. ~-. ..iu-. «-no Yu'¢ln'uau1rq(uovVr-nIIuu: ~n. ‘ulydcIa¢l nnd'ukaI! rIIys'bMh¢rNri Ashley Halsey Hemingway
  25. 25. ‘us <2,‘ ‘, ‘ —. K _ ‘,7 " * . ,. ‘J , 1 r - » I - _'5p¢~'‘ ' V‘! . ’ I iv ‘ % ‘ .5. NBEGNMMENNNTINN N air x ' WITHOUT A PLAN IMPlEMENL'IlA'I'! iIN H’? “ u '4?” . ‘ ‘, _ _ I-ll’ . .| . . ‘ I/ . O 3* I K _ . ‘~ ‘ "< an-‘ _ . ;*‘, _ fit ‘. CD‘ H ‘ I. 51/ ; -:. ~ . V. ,4’ 54:. —. S:0NlY NAIF ‘DFAA RECOMMENDATION Ashley Halsey Hemingway @haIsey_ #uxstrat ? .i , 3
  26. 26. UX Opportunity Backlog in JIRA _appnexus DMN>°= '¢i' Proloav Iuucr MN" Hlfil E G)‘ 0' UX Opportunity Backlog Plan won: Recon scam A Q 0UlCI(IlLV[Rs On-/ Mylssues Rncsnl1yUpdaInd EP)C5 g . m . .. : ‘ UseIExDe¢enoo/ UX»354 x E " ‘”"°’ Oonloxtual Help Como! in wages: E v ux Ovpoflunlty Backlog so Stan Sprint 0 2 ux4~u»-: - G) -. ... a 9 + ux-363 cmooioo I323 , ,,, _.. _ _ Cont-bud n I + ux-371 Vaual Dcvgn sinnamsiz-rm fifllf 2 r 0'“ “"""""""“ ‘ 9 * UX-W CUWMIWPCWIN 2 - mm“ a UK Ovoonwrly Baooog r + ux-362 New-om-on sys-em a °“"' ““' '" "“ r + ux-368 vwo Socwss coamma-. on I Q) I en 1'. ‘.'r"~. ~ r r s UX~: l72 Favor-wneeam oqect Surlncng 2 , ’ I ‘v'«"s>‘. -" 9 + um. FilusnngG0dColumm . B l l’ Randybv 9 4» UX663 comrmaoauanon ux Vl I 0 ""'°'“"‘*’°" 9 o uxoes Bang / ui Pogo: mm V1 Coda up To sunaara a 9 + uxaaz Segmorll rnombols based on cusbmor sogmonl. vlnilelabolog. AM‘ otc case-um lo! ux E . 1 ii "°°" R: -;w'. i" Ashley Hemnqwny v + uxoes Acbonablc snow rm cam-we Ior ux E I O“, ,__ , , W ' ‘ “J69 cm” ‘ Q '0! Ux E l , m.; »m Ashley Hemnqway I + ux-375 Oornmeto-Avznnon ux v2 emanate lot ux E : Cond-sale lot ux fl Exploration 1 o ux~379 UXwofl(UICma2M7s Canoon1nlorUxE 3 omhym 538,” UX-J" C , Q + ux am consoioroomooago Candida1nlo! UXE ; u_L‘__C zmugmzmw . ... .. , 9 4. uxoar Uwr Prulureroau Page Canddnln lo! ux E 1 OM03“ 0 Inna Links ‘ ' M“ ' M Add rm Ewan II (‘duds m 9 “'4' '9‘ men” En “sum 0 U1-1585 Ho. -lolexxi + 0904 F DOC-621 Conlexh 6 0?“ Ashley Halsey Hemingway ha| sey_ #uxstrat
  27. 27. UX Opportunity Backlog story containing context and supporting data . _ l : flappncxug OIshbonrds- Prqoctr Ismos- Ag-Ir guys! in ®- fin I“ L24 - l -; ~ -« ux : u.: an Contextual Help Center I Ea: O Comma‘! Augn Mom - '. v1 vmgrou wt Coco Rovcw Woclflow - (S '3‘ Export - Douals Pooph U'vr¢soN¢d 1.‘ _ -‘«' Nona _ _ r, -, Dun ‘ __ ziri OZV. ryi‘l4$36PM V vosaeroay A lo oosawuoo "‘ _ _uwswy i l wt <: «,_. i»< . v -. i‘ - As a u14.W, |wnnlo. uy access to wu noes rm: 5'5 r¢'cvMl lo myanon! us-, so [Ml I cm iosorvo my ism wary and not row to some so much him: an A . waving on he I'IJ or scnmtnng unood VBQAAIA - As ApcNexus_ Iwaot b «muse wig L. 'l1ah0I' and mm-—-ze the numbed or support requcszsoorr ng in 101 issues Uldl omld essay rm been ro: o‘v«1 wougn s<~'-uwoe - —- wrur I‘ «7 the Cor‘loxtu.1lHo'ip cevm plwoo) war: w: -» mu to w u arbdos (and chat m. rlon. lsl me my io'ov. int so he p. m<ur. v Como‘o page the mac -1 cuwnuy on for umoio, a me! on ma cumoavan hi! page cow: eta on In: help «wavy ant: see ink) lov n. ~'c~. unian. c1os sum came: -on trawiesmoi 09 no how the pacing luvs non: When we o. .-vent mson ofconsolds Global r»'. m9.i-. on was ocscy-ca a low mowxs ago. we i-vanm n spam to: . h¢-': ~ camp: cwm-zy. in only um; in core K5 a wt to my homepage at the wiki. mm is not very us: -‘ll and rl'<: uu! o3 lhe we to do the Iegaori to hunt to: the : ~'ovrmton they seek ---— Why do we noco :7 - Ow nvvalmontx n morning we wiu are melon 4 were sccoum ix - In we soon more dam to Iho Fawn-ton siuwon lei’, may hood more rui-a-mlang la z-cuuosnoo: ng the‘ own aw: - O¢~o. ~.er console by moving the pe! s»3£enl mo Labs lot Sopoon and Feoomdr. - cU. ’l¢r“, ‘y 1-can mus are loo otomncnt lo! the: ooo<)l! purpose They wore o'o9r‘. :‘ly intended lo he ‘A"1Ifl me use cu-am. but because we my «ring n were is a rim to he w ‘J. no uscos ever do: a ---~ who cares? - Users (‘mm steps In loom iolovirix M19. '. n:ot than ssov-. ':~g n supoorl win! ) - oocs (am mi uuqfll - Supood li: o:ro. ~n. e he M-ounl oi -noo-rm-g {diets nut coco hmro Dom resolved vmougw Ac-‘-ux‘-to) - UX (oeduiter console UL increase us« aonmcnoe. dtvezsc use: Ims: -atom) Rough Exit»-ru'. -an ol E"od - ux Lon - locahan -1 an UI II nl'o. I01 esaibi shoe and h. ’. 'q lo: um Ho‘; cu-«mo mm‘ - Docs Moanign . need an ¢cr~'. ‘y mot amdos any most aooropmlo tor each 0390 [ms may .1.’-may be in pmgmsl) - Eng Moo v moo low mo gloom n. -u amen page two user is on‘ and osaizy my raovant tax of win Mao rinks ---—- Oven Qmsi-om A-—- -Moa6oM~: oL1:>ol den-. x cu-rvr: y K/ >10 miu eon'. orvt7 No (My able Io uv mo irks? Log n as -N win‘! Mam a M -ii~'. wbek~¢ wu inumaow - «Sacco: -.mg Rcsasycn v"i“l""'t-"V I 'V'l ». ::. .io. vewx ---- Data I Wou‘-1 LM —-— v 9" . ‘ ‘I-'l—« L. -I. n u v L-'l up -kill -1,: - J14 - -In ILgltl= ,|, i' l= .l 1-1,_
  28. 28. Dan H UI Manager E Caroline C Ashley HH TBD ‘.5 CE Product Owner UX Product Owner Eng with <3 Years Exp 0) I- >‘ TBD V TBD u UX Designer Entry Level UI Eng '5 (5 TBD V5 Fvtiyltwt-l lllFHg D Rotating quarterly depending on new hires in the U] team Ashley Halsey Hemingway @ha| sey_ #uxstrat
  29. 29. Volunteer to UX Opportunity Customer Support Work with UI Eng manager to participate in Backlog created team +1 's come up with staffing plan 2015 Planning 0 O O O O O 0 C9 '33:? UX Team adds Am existing project Another project team UX Opportunity supporting materials team pulls in pulls in 1 story Backlog is from Project Teams 1 partial story officially staffed Ashley Halsey Hemingway @halsey_ #uxstrat
  30. 30. § , ‘I I& I 1 w , 1 Q _ ’V H . t 7- ; an M5,: op . ' j Y s ' — ' K . i V-‘ " -‘ ~. “Net, .. 4; y y ‘ SNOIILII BE Pl| B~l»lOl¥ llllllllll*_I; lE4j, - . - ' ‘ -_z. '' ; . I Y _. V. s 1“? 4 ‘ ‘L J‘ ' ‘ N _ I ‘ ‘e I 1 _ 7' ‘ ". ‘ 05-? h —'—z. ._ if '- _% _ 6. V : '.i«’; . . . ~ 3 - . - _ j, -‘. .& A‘ ‘ O‘ .3 "’ O " . «"11 B I I N ‘g . :ElTENk BEINOllIS'I'ENEIl TO IIIONT NOW Ashley Halsey Hemingway @ha| sey_ #uxstrat
  31. 31. In summary, a working thesis: UX can bring our own seat to the table by starting to make investable recommendations Ashley Halsey Hemingway @halsey_ #uxstrat
  32. 32. - Grow stakeholder confidence - Understand stakeholders like you would users - Use the word “strategy” - Always have a plan for implementation - Make your ideas/ recommendations publicly available — Find internal allies and let them add to your ideas - Force investment in UX to be a conscious decision Ashley Halsey Hemingway @halsey_ #uxstrat
  33. 33. Thank you. You can download this full deck at: bit. ly/ byoseat Ashley Halsey Hemingway @ha| sey_ #uxstrat

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