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Mature Products: The Cycle of UX Reinvention UXPA 2016

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As products mature, the user’s needs change over time and so must the way we work. This presentation discusses various experiences working on mature software and complex Web applications and a set of best practices.

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Mature Products: The Cycle of UX Reinvention UXPA 2016

  1. 1. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Mature Products: The Cycle of UX Reinvention Carol Smith - @carologic
  2. 2. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: The Roadster by Tesla http://techcrunch.com/gallery/a-brief-history-of-tesla/slide/7/
  3. 3. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Successful Products and Companies Innovate http://www.forbes.com/innovative-companies/list/3/#tab:rank
  4. 4. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Small, incremental changes http://techcrunch.com/gallery/a-brief-history-of-tesla/slide/7/
  5. 5. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: http://www.keepcalm-o-matic.co.uk/p/keep-calm-and-im-not-done-yet/
  6. 6. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Change is Constant – No Alternatives http://creativethinking.net/what-i-learned-from-charles-darwin-about-creative-thinking/#sthash.cW5FwKGZ.dpbs
  7. 7. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Seattle, WA http://nationalgeographic.org/encyclopedia/ring-fire/
  8. 8. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Why are we resistant to change? 1. Loss of control 2. Excess uncertainty 3. Surprise 4. Everything seems different 5. Loss of face 6. Concerns about competence 7. More work 8. Ripple effects 9. Past resentments 10.Sometimes the threat is real TenReasonsPeopleResistChangebyRosabethMossKanteronHBR HarvardBusinessReview https://hbr.org/2012/09/ten-reasons-people-resist-chang
  9. 9. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Be Reactive http://www.brucelee.com/site/blogandhttp://www.wingluke.org/brucelee
  10. 10. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: UX’ers make change by shaping experiences
  11. 11. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Successful Products • Enable people and are useful • Retain/increase number of users • Differentiate from competitors • Profitable • Adjust capabilities as appropriate
  12. 12. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Continuous learning via experimentation Prototyping, Usability testing, etc. with users
  13. 13. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey:
  14. 14. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Amazon.com 1998 - 2000 ©1996-2016LukeWroblewskiIdeation+Design.http://www.lukew.com/ff/entry.asp?178(2005)
  15. 15. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: 2000 ©1996-2016LukeWroblewskiIdeation+Design.http://www.lukew.com/ff/entry.asp?178(2005)
  16. 16. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: 2007 ©1996-2016LukeWroblewskiIdeation+Design.http://www.lukew.com/ff/entry.asp?178(2005)
  17. 17. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: 2016
  18. 18. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Inclination towards Action • Prototypes • Usability testing • Other learning activities • Actively learn about product use
  19. 19. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Constant monitoring • How are people using the product? • What are they saying? • Who is using it and why? • Who is not using it?
  20. 20. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Collect data • Web Analytics • Automated multivariate Testing • Net Promoter Scores (NPS) and other feedback • Right information at the right time – challenging
  21. 21. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: When is my product Mature?
  22. 22. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Always maturing…. http://www.gethow.org/importance-of-software-lifecycle-management
  23. 23. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Primary product vs. secondary • Primary product (software and Web sites) • Intuit TurboTax, IBM Watson, Amazon.com • Secondary (Web sites) • Manufacturing company, Restaurant, • Budget and Priority changes – not much else
  24. 24. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Cycle of reinvention = constant attention • Maintain • Relevance • Usability • Clarity • Access (mobile, browser, accessibility) • Technology
  25. 25. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Sources of Change
  26. 26. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Organizational forces bring change… • Branding changes • Marketing • Design language • Vision/Goals • Etc. • Be aware of business drivers
  27. 27. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Change through pivoting (same vision) • Users • Solve a similar problem for a different set of users with existing product • Prioritization of work changes dramatically • Highly trained user base is smaller than originally thought • Less knowledgeable user base – over time make less complex AdaptedfromEricRies,Pivot,don'tjumptoanewvision,June22,2009 http://www.startuplessonslearned.com/2009/06/pivot-dont-jump-to-new-vision.html
  28. 28. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Pivot: User problem • Pattern of use changes • Solve a different problem for the same user • Starbucks • Went from selling coffee beans and espresso makers to brewing drinks in-house AdaptedfromEricRies,Pivot,don'tjumptoanewvision,June22,2009 http://www.startuplessonslearned.com/2009/06/pivot-dont-jump-to-new-vision.html
  29. 29. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Pivot: Focus on capability • Reorient the product around what users are really doing • Abandon extra features that make it hard for new customers to discover what's really valuable about the new, simplified solution • PayPal • Customers were gravitating to the email-payments part of their original solution • Ignoring the complex PDA-based cryptography solution AdaptedfromEricRies,Pivot,don'tjumptoanewvision,June22,2009 http://www.startuplessonslearned.com/2009/06/pivot-dont-jump-to-new-vision.html
  30. 30. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Retiring capabilities • What is not being used? • Metrics • Least user comments • Focus shift • Dead-ends that are no longer priorities • Irrelevant functionality (old browsers, refactoring code, etc.) • Distractions
  31. 31. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Design debt • Extra work that arises when design (code) “that is easy to implement in the short run is used instead of applying the best overall solution“ - Wikipedia • Managing when and how work is done • Part of overall cycle https://en.wikipedia.org/wiki/Technical_debt
  32. 32. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Graceful additions • Audit product • What is there? • What is valued? • What is less valued? • What are the current big issues? • What is sacred (hopefully nothing)? • Examine vision and what matches with vision
  33. 33. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Transformations 11/1998 05/1999 12/2000 11/2002 Google.com'sWebsiteTransformationThroughTheYears(1998-2015) DuncanJoneshttps://www.youtube.com/watch?v=zfIn66oFhX0
  34. 34. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: continue… 05/2010 09/2005 Google.com'sWebsiteTransformationThroughTheYears(1998-2015) DuncanJoneshttps://www.youtube.com/watch?v=zfIn66oFhX0
  35. 35. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Staffing for change
  36. 36. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Challenge of fulfilling project needs • Long-term vs. short-term • Contractors vs. staff • Keeping knowledge of complex systems • Building UX mindshare across organization
  37. 37. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Meeting staff needs • Changing interests/focus • Growing skill set • Desires • Variety of work vs. consistent work • Recognition of contributions • Progression of career
  38. 38. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Resilience is necessary • “Process of adapting well in the face of adversity, trauma, tragedy, threats or significant sources of stress”… • It means "bouncing back" from difficult experiences.” - American Psychological Association AmericanPsychologicalAssociationwww.apa.org/helpcenter/road-resilience.aspx
  39. 39. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Foster resilience in your team • Build mentorship • Weekly 1:1’s – how do you feel? • Help individuals move towards their goals • Support self-discovery • Celebrate success • Make work-life balance a priority
  40. 40. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Team Analysis - UX strengths and weaknesses People and ProjectsRachel Daniel @RainbowliciousD UX Director at MaxPoint http://blog.invisionapp.com/building-an-enterprise-ux-team/
  41. 41. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Build a diverse team, T-shaped individuals Rivera,A.(2013).BuildingtheNext-GenUXTeam:StrategiesforCultivatingGeneralists.User ExperienceMagazine,13(1). Retrievedfromhttp://uxpamagazine.org/building-the-next-gen-ux-team/ Andrew Rivera, Walmart Global eCommerce
  42. 42. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Managing the cycle of UX reinvention • Embrace change – be reactive • Continuous learning via experimentation • Awareness of business drivers • Proper staffing
  43. 43. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Take care of you • Managing these new changes is exhilarating and exhausting Kelly Goto @go2girl Goto Research
  44. 44. #UXPA2016 www.uxpa2016.org Session Survey: www.uxpa2016.org/survey/201 Conference Survey: Contacting Carol • smithjc@us.ibm.com • @carologic Design Team Manager, IBM Watson Pittsburgh, PA I’m hiring: • User Researcher • Interaction Designer 44

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