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UX Strategy: A Systems Design Approach to Innovation

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Understanding systems behavior is an essential part of any UX strategist’s toolkit. In this talk, we'll introduce systems-thinking concepts that are of practical use to UX strategists in their day-to-day planning, organizing, and influencing. We discuss businesses as systems, or holoarchies, and introduce some simple, yet powerful tools for analyzing organizational stakeholders and creating influencing strategies.

Finally, we present User Experience (UX) itself as a meme for driving organizational renewal through innovation. We'll use several examples to illustrate how UX is a systems-thinking paradigm.

Learn how to transition from being an impotent, passive, holon subordinate to a regime-altering butterfly.

Presented by Liam Friedland & Jon Innes to the Silicon Valley IXDA group on 28 May 2014

Published in: Design
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UX Strategy: A Systems Design Approach to Innovation

  1. 1. @liamfriedland | @innes_jon UX Strategy: A Systems Design Approach to Innovation I have yet to see any problem— however complicated—which when looked at in the right way did not become still more complicated. -Poul Anderson
  2. 2. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Liam Current: Informatica Large: Microsoft, Oracle Medium: Borland, Siebel, Small: Westbridge, Zaplet Consulting: UX Studio Jon Current: UX Innovation Recent Clients: Autodesk, Google, Walmart.com Large: Cisco, Oracle, IBM Medium: Siebel, Intuit, Vitria Small: Augmentum, startups…
  3. 3. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon 3 key themes Taking a systems perspective on your organizations Design as an innovation activity for organizational renewal Strategy + tactics for UX innovation 1 2 3
  4. 4. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon What are systems? Interrelated configuration of parts or components (structures) that cooperate in processes (behavior)
  5. 5. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Understanding systems Context is everything! Outside in Inside out System forces: Boundaries Inputs + Outputs Interactions Encapsulation Nesting Overlap Redundancy Similarity Synergy Friction Divergence Dependency
  6. 6. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Different perspectives act as lenses to focus strategy Strategy should be influenced by multiple perspectives
  7. 7. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Disciplinary lenses can derail strategy Developers As seen by Designers As seen by PM As seen by QA As seen by Developers Designers PM QA
  8. 8. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Understand phase transitions Energy Temperature In order to change states, systems require energy
  9. 9. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Work across boundaries Organizational dynamics Orgs as countries Policies: Internal / External Diplomacy Big picture perspective Influencing strategy Cultivate allies Right people, Right time Formal + informal Success of others Understand first Fight + compromise
  10. 10. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon UX Develop a systems perspective on UX activities Formative Research Summative Research Interaction Design Information Architecture Visual Design Concept Prototyping Market Research Innovation Mgmt. Project Mgmt. SupportSubject Matter Experts Documentation Brand Quality Marketing Sales EngineeringProduct Mgmt.
  11. 11. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Map out your influencing policy • Group, individual, committee, partner, etc. • Resources, approval, change, react, judge, champion Stakeholder Role • Active/Passive Supporter/ResisterAnticipated Reaction • Needs & expectations from change • Involvement & preparedness, Red-flags Their Needs + Concerns • Approval, Resources, Access, Information • Flexibility, Behavior change, Task completion Our Needs • Preparation, Communication, Address concerns • Learning, Direct/Indirect involvement Plans • People whom they listen to / respectInfluencers
  12. 12. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon 3 key themes Taking a systems perspective on your organizations Design as an innovation activity for organizational renewal Strategy + tactics for UX innovation 1 2 3
  13. 13. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon make money join with others to create value align your talent and assets develop and create your offerings differentiate your products & services create complimentary products & services ensure and enhance the value of your offers connect offerings with customers represent your offerings and business foster distinctive experiences CONFIGURATION OFFERINGS EXPERIENCE Innovation: a systematic renewal process From: Keeley, Walters, Pikkel, R., & Quinn | Ten types of innovation: The discipline of building breakthroughs | 2013
  14. 14. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon make money join with others to create value align your talent and assets develop and create your offerings differentiate your products & services create complimentary products & services ensure and enhance the value of your offers connect offerings with customers represent your offerings and business foster distinctive experiences CONFIGURATION OFFERINGS EXPERIENCE UX + Innovation systems Based on Keeley, Walters, Pikkel, R., & Quinn | Ten types of innovation: The discipline of building breakthroughs | 2013 UX 2001-2014UX to 2000UX Futures
  15. 15. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Acquire Solve for the entire customer experience Get user to know offering exists Categories based on Dave McClure’s AARRR Startup Metrics for Pirates see: http://500hats.typepad.com/500blogs/2007/06/internet-market.html Activate Retain Refer Get user to engage with product for initial 1st use Get user to integrate offering into their lives Get user to recommend to a friend Think about experiences not products
  16. 16. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Transformational Adjacent Core 3 types of innovation Make incremental improvements to existing products / services Expand existing business into new business Transform an existing market or create a new market Based on Nagji & Tuff | HBR | May 2012
  17. 17. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Designing future scenarios for innovation Prediction is very difficult. Especially about the future. -Niels Bohr Social Technological Economic Environmental Political Competitive
  18. 18. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Define an innovation process Jump-Start Innovate Finalize, or… Idea Generation • “Innovation days” ideas Observation in the “wild” • Generate new ideas / get the big picture Need finding • Jobs to be done Competitive Analysis • Assess competition Kickoff Workshops • Get people on same page • High-level planning • Roles & contributions, etc. Innovation Design • Develop conceptual designs • Build mockups & prototypes Requirements Validation • Gather feedback on mockups & prototypes Wrap-up • Iterate designs based on feedback • Design visual look & feel (as applicable) • Validate designs with intended user populations (if applicable) • Productize PHASE GATE: • Design brief to plan the detailed deliverables & timelines PHASE GATE: • Internal & external reviews • Socialize future designs with execs & broader product teams PHASE GATE: • Validation via objective metrics • Internal & external reviews
  19. 19. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Recognize design is an iterative experiment Based on image from Janice Fraser http://www.slideshare.net/clevergirl / Don’t build products when prototypes will do! Prototype & measure it
  20. 20. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Build an innovation culture Innovation as part of the organization Innovation at the core of the organization Innovation integral to all aspects of the organization Adapted from Design Management Institute
  21. 21. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Scale by creating semi-autonomous holons or teams FeedbackFeedbackFeedbackFeedbackFeedbackFeedback Users and Customers
  22. 22. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon To survive your company must adapt It is not the strongest of the species that survives, nor the most intelligent. It is the one most adaptable to change. Charles Darwin
  23. 23. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Design = deus ex machina an agent of change a source of revitalization Become an agent of change
  24. 24. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon 3 key themes Taking a systems perspective on your organizations Design as an innovation activity for organizational renewal Strategy + tactics for UX innovation 1 2 3
  25. 25. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Questions defining UX strategy • Who is the user? • What is the problem? Formative Ideation Summative • What are the possible solutions? • How exactly might these solutions work? • Does the solution meet users expectations? • How do we measure success?
  26. 26. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Systems Thinking Defines UX Innovation Formative Research Summative Research Interaction Design Information Architecture Visual Design Concept Prototyping UX Requirements
  27. 27. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Systems Thinking Defines UX Innovation Formative Research Summative Research Interaction Design Information Architecture Visual Design Concept Prototyping UXDesign
  28. 28. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Systems Thinking Defines UX Innovation Formative Research Interaction Design Information Architecture Visual Design Concept Prototyping UX Measure Summative Research
  29. 29. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Tactic: Pitch a concept to VC’s or Execs Formative Research Interaction Design Information Architecture Visual Design Concept Prototyping Summative Research UX Work with entrepreneurs to develop new product or service Gather scenarios Identify key screens Define the key interactions Make ‘em look pretty Build a click-thru mockup
  30. 30. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Tactic: Design for adjacent markets Formative Research Interaction Design Information Architecture Visual Design Concept Prototyping Summative Research UX Develop a product to address new or emerging needs in the existing customer base Master the domain Develop the IA Define interactions Build prototypes Visual design Design validation Test the prototype or product
  31. 31. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Tactic: Re-architect a product Formative Research Interaction Design Information Architecture Visual Design Concept Prototyping Summative Research UX Work with VP products to reinvent a product category Re-imagine product concepts Redefine the IA Redefine interaction design Build prototypes Test prototypes Define visual language
  32. 32. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Tactic: Explore new market potential Interaction Design Information Architecture Visual Design Concept Prototyping Summative Research UX Work with business leaders to analyze new markets and sales opportunities Surveys Ethnographic studies Collaboration workshops Needs finding Jobs & outcomes $100 tests Formative Research
  33. 33. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Feedback loops: Everything is an experiment Look at what is happening, not what you hope should happen 1) Observe 2) Design 4) Test 3) Prototype
  34. 34. UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon Final thoughts Take a systems perspective on your organization1 Develop influence maps as part of your “foreign policy”2 Focus on innovation as a driver of corporate renewal3 Use UX tactics within an overall UX strategy to innovate4 Course correct based on feedback loops5

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