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

10.
3. Create alignment

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

14.
4. Go faster

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