What's all the Fuss About UX Strategy? slideshare


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Presented at UPADC March 6, 2014
Discusses my take on what UX Strategy is and how a UX strategy is important to the UX profession as a whole and to us as UX professionals.

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What's all the Fuss About UX Strategy? slideshare

  1. 1. UX Strategy What’s All the Fuss about this Rapidly Growing Practice? March 6, 2014 Janice James
  2. 2.  Introductions  Setting Expectations  Define UX Strategy  A Little Bit of History  Focusing on the Why? How? Or What?  The Implications of UX Strategy  UX Strategy Any Time  Why UX Strategy is Important March 6, 20142 Agenda
  3. 3. March 6, 20143 Introductions Janice James User Experience Research, Evaluation and Training janice@jjames-ux.com @janicej29
  4. 4.  Interaction Designers?  UX Researchers?  Both  Visual Designers?  Developers?  Information Architects?  Technical Writers?  Other? March 6, 20144 Who are you?
  5. 5.  Not a “how to” presentation  Tonight’s discussion is exclusive of any development methodology March 6, 20145 Setting Expectations
  6. 6. March 6, 20146 What is UX Strategy? What is UX Strategy?
  7. 7. March 6, 20147 Graduate Degrees in Design Strategy  MBA in Design Strategy  California College of the Arts (SFO)  https://www.cca.edu/academics/graduate/strategy-mba  Strategic Design and Management, MS  Parsons (New York)  http://www.newschool.edu/parsons/masters-design-management/  Strategic Design MBA  Philadelphia University  http://www.philau.edu/strategicdesignmba/  Design Management MPS  Pratt Institute (Brooklyn)  http://www.pratt.edu/academics/art_design/art_grad/design_management  Masters of Arts in Design Strategy + Innovation  RMCAD – Rocky Mountains College of Art and Design  http://www.rmcad.edu/academics/design-strategy-innovation  Etc.
  8. 8. March 6, 20148 UX Design Strategy Conference http://www.uxstrat.com/
  9. 9. What is UX Strategy? March 6, 20149 UX Strategy is about building a rationale that guides user experience design efforts for the foreseeable future.” – Paul Bryan UX Strategy is about context; the experience. It’s not about the product. It’s not about the features. Strategy focuses on intent, goals, mission, vision, and culture. - Nathan Shedroff, Associate Chair, California College of the Arts Design strategy is a collaborative process to understand what to design before you design it; a plan to align business objectives with design goals; documentation to align stakeholders, colleagues & investors with your plan of attack. - Chris Avore, Managing Director: Product Design, NASDAQ Experience strategy is that collection of activities that an organization chooses to undertake to deliver a series of interactions which, when taken together, constitute a product or service offering that is superior in a meaningful, hard to replicate way; that is unique, distinct & distinguishable from that available from a competitor. – Steve Batty, VP IxDA Design strategy: defines the design activities within the constraints of time and resources . . . To help the designer select the best mix of creative and rational methods. - Richard Branham, Alp Tiritoglu,
  10. 10. March 6, 201410 The process of carefully framing a project of what to design before you figure out how it should be designed. – Brandon Schauer, Adaptive Path What is UX Strategy? The reality is that there is no such thing as UX strategy. There is only product strategy. UX strategy is part of product strategy. It is not its own thing. Calling it out as such further isolates designers from their colleagues in “the business” and does nothing to actually drive the value of a holistic user experience into the org’s mainstream conversations. Instead designers should work to inform a product strategy conversation that considers not only the UX but the business’and product’s success factors as well. - Jeff Gothelf User experience strategy is about listening. Both how intelligently companies listen and what they do with the information once they’ve obtained it contribute to a company’s ability to implement a successful experience strategy.—Jordan Julien, Experience Strategy Consultnat
  11. 11. Which is it? March 6, 201411 UX methods we use to create a good user experience?
  12. 12. Which is it? March 6, 201412 Is it the user experience we create, as a result of our designs, to differentiate our products and services?
  13. 13. It’s Both and More March 6, 201413  The collaboration of a cross- functional team  Implementation of UX activities to understand the “why” and create the “how”—to support the business goals  The use of data to formulate a design  A resulting design that provides users a useful, engaging product or service that is delightful The best way to communicate a UX strategy is to ensure that everyone is first involved in designing that strategy together.—Dan Szuc and Jo Wong, Principals and Co-founders of Apogee Usability Asia
  14. 14. But it’s Not an Entirely New Concept! The Foundation – Current & Past  User-Centered Design Process  Implemented during Discover or Envision phases of development cycle  Usability Engineering Plans  Quantitative usability objectives (metrics) influenced by business goals  User research activities to better understand users and their needs  Design to meet the usability objectives; measure and iterate The New & Upcoming  New name  Much more evolved  More UX discovery methods  More collaboration  Embedded UX focus March 6, 201414 
  15. 15.  Most organizations focus on the “What”  Executive or Product Manager gets an idea  UX Team figures out how to design the “what” March 6, 201415 Too Often Companies Focus on the “What” Why How What The Golden Circle, Simon Sinek
  16. 16. UX Strategy IS About Change  Stop focusing on solving the wrong problems  Changing the design process  Focusing on the “why” and “how” March 6, 201416
  17. 17. March 6, 201417 Zappos
  18. 18. March 6, 201418 Zappos
  19. 19. March 6, 201419 Zappos
  20. 20. 20 Zappos March 6, 2014 Video
  21. 21. UX Strategy IS About Change  Aligning our UX Strategy with the business goals  Changing UX’s role in the company  Changing the business culture—working more collaboratively  Moving toward a customer, innovation-centric organization March 6, 201421 Adapted by Renato Feijó from Bruce Temkin’s Experience-based differentiation maturity model http://experiencematters.wordpress.com/2008/09/18/the-customer-experience-journey/
  22. 22. No Opportunity to Get in at the “Why” Stage? 1. Become familiar with: • Business Vision • Business Goals and Objectives • Brand Messaging • SWOT • Business Values • Customer Segmentation • Customer Goals • Creative Brief • Key Performance Indicators • Competitive Market Analysis • Trend Analysis March 6, 201422 You can still influence the “HOW”
  23. 23. No Opportunity to Get in at the “Why” Stage? 2. Include UX Activities that align with Business Strategy: • Personas • Journey Maps • Field Research • Mood Board Semantic Differential Study • Feature / Value Analysis • Concept Modeling • Competitive Benchmarking • Roadmap(s) March 6, 201423 You can still influence the “HOW”
  24. 24. Align UX Strategy with Business Goals / Objectives March 6, 201424 Adapted from Lis Hubert’s and Paul McAleer’s Mapping business-value goals to UX Activities http://www.uxmatters.com/mt/archi ves/2013/11/mapping-business-value- to-ux-part-2.php
  25. 25.  Changing misconceptions  UX = wireframes and usability testing  User research = usability testing  Developing trust between product management, marketing, executives and Uxers  Accelerating the UX maturity of your company  Making others “champions” of user experience  Escalating and establishing your role in the product creation / innovation process March 6, 201425 Why is UX Strategy Important to You?
  26. 26. March 6, 201426 Design is More Design is not just what it looks like and feels like. Design is how it works. - Steve Jobs