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20160813 getting real – impact of ux

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session at UX camp HH, 2016 about impact of UX in large organizations

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20160813 getting real – impact of ux

  1. 1. context direct field of competence Maybe the best place to provide the solution. UX camp HH 2016, hamburg Diana Frank @ffm_ux getting real – impact of user experience in large organizations Diana Frank, UX strategist Munich, Frankfurt UX camp HH, hamburg 20160813
  2. 2. Diana Frank, UX strategist love to connect real things and digital experience. if I am not in the office, you can find me in the mountains or somewhere else walking or running around. always looking for patterns, willing to see the small things and quality in details – and always asking to understand the bigger picture. UX camp HH 2016, hamburg Diana Frank @ffm_ux
  3. 3. Prolog UX camp HH 2016, hamburg Diana Frank @ffm_ux what the others* know about UX… ? *others: family and friends, clients, IT department, product manager, middle management, financial department, People in the company you work…
  4. 4. Prolog UX camp HH 2016, hamburg Diana Frank @ffm_ux what the others* know about UX… So how to get impact, if they don‘t have a clue what to get out of it? *others: family and friends, clients, IT department, product manager, middle management, financial department, People in the company you work… ?
  5. 5. Prolog UX camp HH 2016, hamburg Diana Frank @ffm_ux what they expect from user experience… something magic, just happening. You can use it, but there is no impact of your own field of competence…
  6. 6. UX camp HH 2016, hamburg Diana Frank @ffm_ux how it feels like… for the guys who try hard to do it.
  7. 7. UX camp HH 2016, hamburg Diana Frank @ffm_ux
  8. 8. 1. self-esteem and impact 2. structures we live in 3. getting real..? UX camp HH 2016, hamburg Diana Frank @ffm_ux
  9. 9. UX camp HH 2016, hamburg Diana Frank @ffm_ux 1. self-esteem and impact – what we can look at on our own
  10. 10. reality ? the choice you made ? UX camp HH 2016, hamburg Diana Frank @ffm_ux
  11. 11. for the germans: we have a past to contend with… UX camp HH 2016, hamburg Diana Frank @ffm_ux
  12. 12. Historisch vorbelastet… UX camp HH 2016, hamburg Diana Frank @ffm_ux Ritter ohne Furcht und Tadel. Preußische Tugenden. Tapferkeit ohne Wehleidigkeit („Lerne leiden, ohne zu klagen“), Unterordnung, Mut und Gehorsam (jedoch nicht ohne Freimut) gelten als erstrebenswert. (Selbst)disziplin, eine unerlässliche militärische Tugend, umfasste auch Härte, gegen sich noch mehr als gegen andere. Quelle: https://de.wikipedia.org/wiki/Preußische_Tugenden
  13. 13. premises? UX camp HH 2016, hamburg Diana Frank @ffm_ux it needs to work hard it will be difficult pushbacks have to be expected be diligent there will be casualties stay humble fight until the very end [ … ]
  14. 14. Enjoy to work while having impact? UX camp HH 2016, hamburg Diana Frank @ffm_ux I just work for goals i can reach. If it‘s not easy, something is wrong. People like to listen the (right) story. Looking for high impact coming with low effort Think about the benefit first Being (too) kind is sometimes not helpful at all If it does not work, change it. [ … ]
  15. 15. Enjoy to work while having impact? Useful virtues UX camp HH 2016, hamburg Diana Frank @ffm_ux prepared: research done? proper: looking for low hanging fruits, do the basics economical: ratio between potential and effort listen and care. I just work for goals i can reach. If it‘s not easy, something is wrong. People like to listen the (right) story. Looking for high impact coming with low effort Think about the benefit first Being (too) kind is sometimes not helpful at all If it does not work, change it. [ … ]
  16. 16. UX camp HH 2016, hamburg Diana Frank @ffm_ux 2. structures we live in – forced in, by default, by our choice?
  17. 17. Eco system full of UX relevance – influence each other more or less. UX camp HH 2016, hamburg Diana Frank @ffm_ux Content Strategy Semantic Web Responsive Future ready Mobile Research & Testing Storytelling Help & Support Service Interaction Pattern Nutzer Community Komplexität IOT Marke Partner Externe Experten Events IT Organisations- struktur Geschäftsmodell Empfehlungs- marketing Vertrieb Laden/ Handel Versand & Logistic Zahlmethoden CMS CRM Findability Related Content Knowledge Management … … … Mitarbeiter- schulung Workshops Analytics … Design ProduktentwicklungForschung … Legal Apps Teams Sponsoring Infra- struktur ...Märkte Mobilität QS ...
  18. 18. UX camp HH 2016, hamburg Diana Frank @ffm_ux clear broders, clear area of competence. focus on task(s). Normally our world is not soo small… If you deal with details, you can look on a topic like a little system for its own…
  19. 19. If you are not a very focused specialist, there is more to deal with UX camp HH 2016, hamburg Diana Frank @ffm_ux … other systems around us.
  20. 20. and most likely UX is not always the middle of the univers… UX camp HH 2016, hamburg Diana Frank @ffm_ux
  21. 21. UX camp HH 2016, hamburg Diana Frank @ffm_ux context direct field of competence Maybe the best place to provide the solution. Thinking in systems and context:
  22. 22. UX camp HH 2016, hamburg Diana Frank @ffm_ux we plan we do Potential of UX depends on structures and time: same as for other diciplies, coming late causes major extra effort for changes – or makes them impossible. strategy identify things to do decide on the story to tell what we do and how start doing getting done improve, try to rescure time spend for UX, related to impact
  23. 23. UX camp HH 2016, hamburg Diana Frank @ffm_ux we plan we do time spend for UX, related to impact when UX is asked to be on the table (workload) Potential of UX depends on structures and time: same as for other diciplies, coming late causes major extra effort for changes – or makes them impossible. strategy identify things to do decide on the story to tell what we do and how start doing getting done improve, try to rescure
  24. 24. UX camp HH 2016, hamburg Diana Frank @ffm_ux we plan we do If UX is only located in the IT department: strategy identify things to do decide on the story to tell what we do and how start doing getting done improve, try to rescure tech driven evaluation of systems and infrastructure time spend for UX, related to impact when UX is asked to be on the table (workload)
  25. 25. UX camp HH 2016, hamburg Diana Frank @ffm_ux your field of competence If UX is only a part of the journey: a happy scenario marketing brand, corporate investor relations… one site customer care product line 2product line 1 potential
  26. 26. UX camp HH 2016, hamburg Diana Frank @ffm_ux your field of competence When you need to run away or to break the silos marketing brand, corporate investor relations… one site customer care product line 2product line 1 potential
  27. 27. UX camp HH 2016, hamburg Diana Frank @ffm_ux What hinders UX in large organisations Each Department has „his own“ customer and is just working for him. Lack of consistency Lack of flexiblity of the system: you can guess but only the user itself knows. Missing big picuture Missing collaboration, e.g protective departments
  28. 28. UX camp HH 2016, hamburg Diana Frank @ffm_ux What hinders UX in large organisations Each Department has „his own“ customer and is just working for him. Lack of consistency Lack of flexiblity of the system: you can guess but only the user itself knows. Missing big picuture Missing collaboration, e.g protective departments When solutions are just intended to be technical … best, with IT Systems never made for this.
  29. 29. UX camp HH 2016, hamburg Diana Frank @ffm_ux 3. getting real..? – what to care of, roles we need to create
  30. 30. UX camp HH 2016, hamburg Diana Frank @ffm_ux focus on problems, hindering ourself… missing impact on a personal level impact on project/company level … basic assumptions are missing or not very helpful/ lack of comptence* *competence: ability, rights and duties.
  31. 31. UX camp HH 2016, hamburg Diana Frank @ffm_ux missing (common) understanding expectations and potential are unclear, timing and process do not allow to adjust later.
  32. 32. UX camp HH 2016, hamburg Diana Frank @ffm_ux the design-pitfall UX is more than surface. – scribbles show ideas, design is alreay a product, something real. step back to re-define processes and to think about the customer journay is hard after the first design is done.
  33. 33. UX camp HH 2016, hamburg Diana Frank @ffm_ux black holes missing transision between overview and detail. UX strategy as no man‘s land between business, brand and the holy feature. – power needs direction to have any impact.
  34. 34. UX camp HH 2016, hamburg Diana Frank @ffm_ux comfort zone who wants to have impact needs to be ready to leave his comfort zone. … and sometimes it needs to push others out of their comfort zone as well.
  35. 35. UX camp HH 2016, hamburg Look where to have impact with less effort and go for it… regardless the area you are placed in – Earn to be trusted – again and again – ask for competence – leave your comfort zone – accept fuzziness, learn to trust the knowlege of others – process before design – be willing to be measured by results. Diana Frank @ffm_ux
  36. 36. UX camp HH 2016, hamburg no complex project without a big picture Diana Frank @ffm_ux
  37. 37. UX camp HH 2016, hamburg no complex project without a clear view on the current situation Diana Frank @ffm_ux
  38. 38. UX camp HH 2016, hamburg no complex project without definition of main tasks and a story line to be Diana Frank @ffm_ux
  39. 39. UX camp HH 2016, hamburg no complex project without Analysis of the given potential Diana Frank @ffm_ux
  40. 40. UX camp HH 2016, hamburg Matching the goals Talk business to get the buy-in for UX Diana Frank @ffm_ux
  41. 41. UX camp HH 2016, hamburg Getting real – what is hindering you and how you answer it? … you and yourself … the structures you are in … the mindset you are faced with … Diana Frank @ffm_ux
  42. 42. UX camp HH 2016, hamburg Getting real – bridging the gap? … who can support you? … how to built a network of UX ambassadors? … can you make it to slip into a managment advisory role? or do we have to turn into product/ process owner? Diana Frank @ffm_ux
  43. 43. stay in contact UX camp HH 2016, hamburg Diana Frank @ffm_ux info@dianafrank.de xing.to/UX de.linkedin.com/in/frankdiana/ @ffm_ux

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