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Why your company is bad at UX
The 5 things preventing great UX in your enterprise
User Experience
is a lot of things
• UX is really a mixture of disciplines that when can
combined create something special
• This advice really all about your digital products no your
advertising or marketing
1. Know your goals
Outcomes over
deliverables
• Goals are not deliverables
• Use things like, revenue, downloads, engagement,
conversation, retention & referrals
• Outcomes should always be measurable
• Know how you will track these outcomes
Know the potential
• You shouldn’t start a project without knowing its
potential value to the company
• Know what a 1% improvement on your key metics
translates into in revenue
• Some projects turn out to not be worth very much
when calculated this way, don't do those projects
2. Marketing is not the
same as product
Create a clear owner for
your UX and product
• Marketing owners may not have the right
mandate, they often ask for the wrong things
• Your marketing team likely lacks real product
skills and domain knowledge
• Ensure that on both client and agency side you
have product and UX expertise
Don’t make random
annual budgets
• Most big companies create random budgets for
their projects or departments
• Base your budget on the potential
• The wrong budget sends the wrong signal to the
team building your product
If you want to outsource,
find product people
• Always hire the right team for the right job, don't
hire ad people to make products.
• UX has its own skills, culture, team structure,
processes, business models, timelines
3. Create alignment
Always create a
dedicated team
• A focus on outcomes over deliverables means you
need a team to see a project from start to finish
• You want people to identify with the product they
are building not the discipline they are a part of
• The client product manager is a full time member
of this team with no exceptions
Experiment with new
compensation agreements
• If you know that 1% conversation increase is
worth $500k a year, why not give an incentive?
• If you find that you don't have that much to gain
from the project, maybe rethink doing it
Separate your goals
from user goals
• Bad UX happens when you prioritize your
companies goals over your users goals
• List your users goals against yours so you can find
and fix any conflicts
4. Go faster
Build prototypes
and iterate
• You can start testing within days of starting a project
• Build prototypes of small but key parts of the product
• If you are a month into a project with nothing to test
you are doing it wrong
You seriously need
to ship sooner
• Shipping means putting it online for real users to use
• Shipping your product doesn't require a lot of
fanfare, ad campaigns or press releases
• The big marketing push should come later only
when your product is hitting its metrics
Empower your team
• Bureaucracy, committees, meetings are the
death of speed
• If you know your goals then you don't need to
go back to get approval for every little thing
• Reviews with executives are pointless, test
things and share results
• Create a project owner and empower them to
make big choices quickly and on their own
5. Products are never finished
Launch day is really
just the start
• Launch is really just the first day you can start
working on UX in a meaningful way
• Plan your budgets, engagements, contracts,
teams accordingly.
• Since you are testing and shipping sooner,
launch day isn't a big deal
Bring some of the
work in house
• Working on it with an agency forever will not be
within your budget, bring some tasks in house
• Continue to outsource the key parts you can’t do
• If you know the value then continuing to work on
your product should make you money, not cost you
Continue to measure
and share data
• Don’t ever stop measuring
• Share the data with everyone, be super transparent
• Be honest to yourself and your team mates about the
data, even if its bad
• Use the data to move quickly and make changes
Thanks!
Come talk to us at TWG about products and UX

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5 reasons your company has bad UX

  • 1. Why your company is bad at UX The 5 things preventing great UX in your enterprise
  • 2. User Experience is a lot of things • UX is really a mixture of disciplines that when can combined create something special • This advice really all about your digital products no your advertising or marketing
  • 3. 1. Know your goals
  • 4. Outcomes over deliverables • Goals are not deliverables • Use things like, revenue, downloads, engagement, conversation, retention & referrals • Outcomes should always be measurable • Know how you will track these outcomes
  • 5. Know the potential • You shouldn’t start a project without knowing its potential value to the company • Know what a 1% improvement on your key metics translates into in revenue • Some projects turn out to not be worth very much when calculated this way, don't do those projects
  • 6. 2. Marketing is not the same as product
  • 7. Create a clear owner for your UX and product • Marketing owners may not have the right mandate, they often ask for the wrong things • Your marketing team likely lacks real product skills and domain knowledge • Ensure that on both client and agency side you have product and UX expertise
  • 8. Don’t make random annual budgets • Most big companies create random budgets for their projects or departments • Base your budget on the potential • The wrong budget sends the wrong signal to the team building your product
  • 9. If you want to outsource, find product people • Always hire the right team for the right job, don't hire ad people to make products. • UX has its own skills, culture, team structure, processes, business models, timelines
  • 11. Always create a dedicated team • A focus on outcomes over deliverables means you need a team to see a project from start to finish • You want people to identify with the product they are building not the discipline they are a part of • The client product manager is a full time member of this team with no exceptions
  • 12. Experiment with new compensation agreements • If you know that 1% conversation increase is worth $500k a year, why not give an incentive? • If you find that you don't have that much to gain from the project, maybe rethink doing it
  • 13. Separate your goals from user goals • Bad UX happens when you prioritize your companies goals over your users goals • List your users goals against yours so you can find and fix any conflicts
  • 15. Build prototypes and iterate • You can start testing within days of starting a project • Build prototypes of small but key parts of the product • If you are a month into a project with nothing to test you are doing it wrong
  • 16. You seriously need to ship sooner • Shipping means putting it online for real users to use • Shipping your product doesn't require a lot of fanfare, ad campaigns or press releases • The big marketing push should come later only when your product is hitting its metrics
  • 17. Empower your team • Bureaucracy, committees, meetings are the death of speed • If you know your goals then you don't need to go back to get approval for every little thing • Reviews with executives are pointless, test things and share results • Create a project owner and empower them to make big choices quickly and on their own
  • 18. 5. Products are never finished
  • 19. Launch day is really just the start • Launch is really just the first day you can start working on UX in a meaningful way • Plan your budgets, engagements, contracts, teams accordingly. • Since you are testing and shipping sooner, launch day isn't a big deal
  • 20. Bring some of the work in house • Working on it with an agency forever will not be within your budget, bring some tasks in house • Continue to outsource the key parts you can’t do • If you know the value then continuing to work on your product should make you money, not cost you
  • 21. Continue to measure and share data • Don’t ever stop measuring • Share the data with everyone, be super transparent • Be honest to yourself and your team mates about the data, even if its bad • Use the data to move quickly and make changes
  • 22. Thanks! Come talk to us at TWG about products and UX