Undestanding UX: TBTF technology executive council meeting

@UXTampa TBTF Technology Executive Council
UNDERSTANDING UX
TBTFTechnologyExecutiveCouncil
@UXTampa

HOW PRODUCT DEVELOPMENT USUALLY STARTS…
User Persona
Krissy Scoufis
Scenario
NN/g certified user experience strategist, researcher, visual designer and UX mentor with
nearly two decades of experience. Working directly with clients to help them best
understand their users and craft digital experiences and products to fit users' needs.
Creator of an internal UX ambassador program to train and teach others about user
experience value and processes. Founder of the Tampa Bay UX Meetup group, the first of
its kind in the area. Advocate and evangelize User Experience methodologies through
speaking engagements and writing. Contributing author to UX Careers Handbook.
Personal
Home
Education
Job
Salary
Hobbies
Married, with Children
Suburban
College Degree
Associate Director of User Experience
$$$
Family, entertaining, reading, going to the beach
“I love to watch how this crazy
world works and figure out ways
to make it better”
User Experience Advocate & Mentor

“
User Experience helps you truly
understand your customers and provides
the context you need to reduce risk in
product development.

@UXTampa
AGENDA
What is (and is not) UX
UX in Tampa Bay & Beyond
So you want to hire a UX pro…
The future of UX

WHAT IS (AND IS NOT) UX

UX IS NOT UI
(AND IT IS DEFINITELY NOT PROGRAMMING)
https://medium.com/learning-ux/user-experience-designer-vs-visual-ui-designer-81bd650c6446#.fdzeiaw1b

@UXTampa
UX LIFECYCLE
➤ Discovery
➤ Development
➤ Growth

@UXTampa
DISCOVERY (LEARN)
•What problem are we solving?
•What should we build that solves
that problem?
•Why should we build it?
•Who does this product serve and
how does it help solve their
problem?
•What should this product look
like, feel like act like?

@UXTampa
DEVELOPMENT (BUILD)
•How will we know when we have
developed something that is
successful?
•What is our goal?
•How do we move the needle to
reach our goal?
•Validation - Did we move the
needle if not what do we need to
do?

@UXTampa
GROWTH (MEASURE)
•Are we successfully serving our
audience?
•Are we attracting the correct
group of people?
•Are there other groups out there
we need to attract?
•Are they coming back/buying/
engaging? If not, what do we do
to get them there?
•What is the next feature we can
build/service we can oﬀer to stay
competitive and relevant?

@UXTampa
WHY UX?
Save time
➤ Build the right products that
solve customers problems
Save money
➤ Build products with fewer
errors that need to be ﬁxed
after development
Grow your audience
➤ Happy customers generate
referrals
➤ Happy customers become
repeat customers

http://winefolly.com/wp-content/uploads/2013/08/different-types-of-wine-openers.jpg

“If we only test bottle openers, we may never realize
customers prefer screw top bottles.”
~Victor Lombardi

“How do I get my boss to buy in to UX?” “Why is UX important?” “What is UX?”
UX in Tampa Bay & Beyond

@UXTampa
UX GETS A SEAT AT THE TABLE
➤ VPs, CTOs, CIOS, and CFOs –
are understanding the value of
UX more now than ever
before.
➤ UX is key diﬀerentiator.
➤ UX becomes a business
strategy.
➤ World IA Day in Tampa.
➤ Tampa Bay UX Meetup
(current reach 550 members).
In 2016

“Web Design is Dead”
`Sergio Nouvel

@UXTampa
“DEATH IS BUT THE NEXT GREAT ADVENTURE”
➤ Symptom 1: Commoditization
by Templates
➤ Symptom 2: Web Design
Patterns are Mature
➤ Symptom 3: Automation and
Artiﬁcial Intelligence are
Already Doing the Job
➤ Symptom 4: Facebook Pages
as the New Small-Business
Homepage
➤ Symptom 5: Mobile is Killing
the Web

Google thinks UX is a pretty big deal
Google Trends Data
Interest Over Time
Search Queries
Web design

Google Trends Data
Interest Over Time
Search Queries
UX design

Google Trends Data
Interest Over Time
Search Queries

2006
Industry

2006 - 2007
Industry

2006 - 2007 - 2009
Industry

2006 - 2007 - 2009 - 2011
Industry

2006 - 2007 - 2009 - 2011 - 2012
Industry

2006 - 2007 - 2009 - 2011 - 2012 - 2013
Industry

2006 - 2007 - 2009 - 2011 - 2012 - 2013 - 2014
Industry

2006 - 2007 - 2009 - 2011 - 2012 - 2013 - 2014 - 2015
Industry

2006 - 2007 - 2009 - 2011 - 2012 - 2013 - 2014 - 2015 - 2016
Industry

So you want to hire a UX pro…
THE MYTH OF THE UX UNICORN

@UXTampa
UX IS RAINBOWS & UNICORNS
➤ Learn on the job
➤ Deconstruct what others have
done
➤ Mentor
➤ Practice
➤ Get feedback
➤ https://www.uie.com/articles/
becoming_a_unicorn/

@UXTampa
BEST JOB IN AMERICA
➤ CNN Money - 14th
➤ Glassdoor - 18th
➤ Median pay (2016): $91,000
➤ Top pay: $138,000
➤ Pay rate expected to increase
an average of 3.8% in 2017
➤ 10-year job growth: 18%
➤ Unemployment is well below
National average making top
talent hard to ﬁnd and keep

TOP 10 JOB IN 2017
Top 10 Creative and Marketing Jobs to Watch in 2017
Download your free copy of The Creative Group 2017 Salary Guide at creativegroup.com/salary-center. Source: The Creative Group 2017 Salary Guide
©2016TheCreativeGroup.ARobertHalfCompany.AnEqualOpportunityEmployerM/F/Disability/Veterans.TCG-0916.
WEB DESIGNER (5+ yrs’ exp)
$83,250-$118,000
MARCOM MANAGER (5+ yrs’ exp)
$79,000-$115,000
INTERACTIVE/WEB COPYWRITER (1-5 yrs’ exp)
$50,250-$74,500
DIGITAL STRATEGIST
$96,500-$143,750
PROJECT MANAGER
$59,750-$94,500
VISUAL DESIGNER
$66,000-$99,250
CONTENT STRATEGIST
$81,250-$115,250
USER EXPERIENCE (UX) DESIGNER
(3-5 yrs’ exp)
$75,750-$103,000
MOBILE DESIGNER
$80,000-$121,500
FRONT-END WEB DEVELOPER
(1-3 yrs’ exp)
$56,500-$80,500
4.2%
4.5%
According to The Creative Group 2017 Salary Guide,
these professionals are in the greatest demand and
the shortest supply. Here's a look at the starting
salary range for each, as well as how much pay will
increase over 2016 levels.
3.3%
4.4%
4.6%
5.4%
6.8%
5.3%
6.1%
7.2%

@UXTampa
FINDING TALENT
Where?
➤ Tampa Bay UX Meetup
Look for these traits:
➤ Life long learners
➤ Highly empathetic
➤ Diverse background but likely in tech,
design, psychology or human behavior
➤ Big picture thinkers
➤ Excellent listeners

@UXTampa
MAINTAINING TALENT
➤ UX is diﬀerent from UI and Dev.
Expect to compensate fairly ($90 -
$138K).
➤ UX is mentally taxing. Provide
work life balance.
➤ UX must stay ahead of trends.
Provide opportunities for learning
and growth.
➤ UX straddles development and
business strategy. Allow them to be
part of the business strategy and
success.
➤ UX solves big problems. Provide
opportunities to do meaningful
work.

THE FUTURE OF UX

IS THERE A FUTURE FOR UX???
https://www.fastcodesign.com/3063318/5-design-jobs-that-wont-exist-in-the-future

@UXTampa
WHAT HAPPENED?
➤ The acronym….period….
➤ Broad overuse and muddling
of job skills, disciplines and
tools.
➤ Lack of understanding and
agreement within the UX
discipline.
➤ UX has been spread too thin
beyond the breaking point.

@UXTampa
WHAT WILL HAPPEN?
➤ Diversiﬁcation of UX
➤ Specialization that include:
➤ Product Design
➤ Artiﬁcial Intelligence
➤ Digital Strategy
➤ Virtual Reality
➤ Material Design (wearables)
➤ Internet of Things
➤ Organizational Design
https://www.fastcodesign.com/3063318/5-design-jobs-that-wont-exist-in-the-future

“
Your Challenge:
Incorporate a User Experience Design
Strategy and passionately fall in love
with the problem not the solution.
~Krissy Scouﬁs

THANK YOU
@uxTampa

Undestanding UX: TBTF technology executive council meeting

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Undestanding UX: TBTF technology executive council meeting