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UX STRAT Europe 2017: Raffaela Rein: “Strategies to Embed UX In All Company Operations”


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UX STRAT Europe 2017 presentation by Raffaela Rein, CEO, CareerFoundry: “Strategies to Embed UX In All Company Operations”

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UX STRAT Europe 2017: Raffaela Rein: “Strategies to Embed UX In All Company Operations”

  1. 1. INSIGHTS FROM A UX-LED ORGANIZATION: Creating the Best User Experience from the Inside, Out Raffaela Rein CEO Strategies to embed UX in all company operations
  2. 2. Amazon did not kill the retail industry, It did it to itself with bad customer srvice. Spotify did not kill the music industry. It did it to itself by forcing people to buy full-length albums. Airbnb did not kill the hotel industry. It did it to itself with limited availability & pricing options. Technology by itself is not the real disruptor. Being non-customer centric is the biggest threat to any business - Alberto Brea @raffaelarein
  3. 3. ABOUT RAFFAELA REIN: • Founder & CEO of CareerFoundry/ The UX School • Leading online school for UX Design • Raised $6m, 40 employees, customers in 80+ countries • Rocket Internet, Axel Springer, BlackRock • “Converted” to UX after it had a game changing effect for the early success of careerFoundry 895% growth @raffaelarein
  4. 4. Make UX Part of the company strategy from the beginning, not only in implementation of projects. Go beyond understanding what customers want to truly uncover why they want it. What Does UX-Led Mean? @raffaelarein
  5. 5. Internet Trends by Mary Meeker ENTERPRISE STARTS CARING ABOUT DESIGN: The ratio of designers to developers at enterprise companies is increasing as consumer tech teaches people to expect better interfaces @raffaelarein
  6. 6. How to Create A UX-led Culture Not Any UX Hire UX from Outside Have Internal User Work in Projects Everybody in the company thinks UX // Top & Bottom representation STAGE 0 STAGE 1 STAGE 2 STAGE 3 DIFFERENT STAGES OF BECOMING UX LED: @raffaelarein
  7. 7. Why CF Wants to be UX Led • Efficient product development • NPS • Live what we preach • HX: Build a great workplace (as CEO my employees/ investors are my users) @raffaelarein
  8. 8. 3 Failures Feeling we didn’t have time Inexperience from us—we didn’t know enough about UX or it’s process Needed to find right org structure @raffaelarein
  9. 9. 4 Successes Default to think UX in strategy first Think 500x your understanding—> 2000% Lead Lift NPS +300% through top 10 Problems list HX: great retention, engagement through “pull not push” @raffaelarein
  10. 10. Conversion & User Testing Round 1: 2000% Uplift in leads through affinity mapping Round 2: 895% revenue lift in 3 months through the “right” customer development Round 3: 160% lead conversion in 4 months through click funnel   @raffaelarein
  11. 11. Insights from 60+ UX experts • $1.42 trillion lost due to bad UX • $150bn lost due to abandoned projects • 228% outperformance of S&P  
  12. 12. TAKE AWAY • User Experience needs to come to the executive table • How do you build user centricity through your organization • UX Led is not “cool”, it is a key competitive advantage and conversion tool @raffaelarein
  13. 13. Conclusion: It’s A Journey CareerFoundry Trainings in • UX (Fundamentals, Immersive, Voice Design, UI For UX, Web for UX) • UI • Web & iOS Development @raffaelarein