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UX Enablement: Getting your team and your organization to practice user-centered design.

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As a conscientious web professional, you KNOW that a user-centered approach is the best way to go, but you keep running into roadblocks. Whether it’s organizational resistance or a simple lack of knowing where to start, you, your team, and your organization need help.

Get Going with User Experience Enablement (UX-E)! UX-E is a flexible framework for providing UX-focused training, process improvement, and expert coaching. From practicing the basics of UX to having strategic conversations, UX-E is your soup-to-nuts solution for getting your team and your organization to practice user-centered design.

Published in: Design
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UX Enablement: Getting your team and your organization to practice user-centered design.

  1. 1. A  Digital  and  Technology  Consultancy©  RBA  Confidential   UX  Enablement   Getting  your  team  and  your  organization  to  practice  user-­ centered  design. @matthewjdoty |    @RBAConsulting |    #UX_E
  2. 2. ©  RBA        |      UX  Enablement    |      p.  ‹#› Introductions Let’s  get  to  know  each  other  
  3. 3. ©  RBA        |      UX  Enablement    |      p.  ‹#› About  Me
  4. 4. ©  RBA        |      UX  Enablement    |      p.  ‹#› About  You
  5. 5. ©  RBA        |      UX  Enablement    |      p.  ‹#› UX  Enablement   Why  +  What
  6. 6. ©  RBA        |      UX  Enablement    | p.  6 The  demand  for  User  Experience   (UX)  expertise  has  exploded.  
  7. 7. ©  RBA        |      UX  Enablement    | p.  7 As  a  result,  we  see  two  phenomena: Well-­intentioned  UX-­ers struggling   to  bring  the  full  value  of  User-­ Centered  Design  to  their   organizations. Organizations  grappling  with  what   it  really  takes  to  enable  and   sustain  the  practice  and  culture  of   User-­Centered  Design.
  8. 8. ©  RBA        |      UX  Enablement    | p.  8 UX-­EUser  Experience  Enablement In  response,  RBA  has   developed  the  UX   Enablement  (UX-­E)   Framework
  9. 9. ©  RBA        |      UX  Enablement    | p.  9 UX-­EUser  Experience  Enablement UX-­E  is  a  suite  of  services   designed  to  help  individuals   and  organizations   understand,  adopt,  and   institute  the  principles,   processes  and  techniques  of   User-­Centered  Design   UCD
  10. 10. ©  RBA        |      UX  Enablement    | p.  10 What  Does  that  Look  Like?  
  11. 11. ©  RBA        |      UX  Enablement    | p.  11 UX-­E UCD Coaching/Mentoring Management  Consulting Training/Education   Process  Definition Assessment  &  Strategy UX-­EUser  Experience  Enablement
  12. 12. ©  RBA        |      UX  Enablement    | p.  12 UX-­E UCD Coaching/Mentoring Management  Consulting Training/Education   Process  Definition Assessment  &  Strategy UX-­EUser  Experience  Enablement
  13. 13. ©  RBA        |      UX  Enablement    | p.  13 UX-­E UCD Coaching/Mentoring Management  Consulting Training/Education   Process  Definition Assessment  &  Strategy UX-­EUser  Experience  Enablement
  14. 14. ©  RBA        |      UX  Enablement    | p.  14 UX-­E UCD Coaching/Mentoring Management  Consulting Training/Education   Process  Definition Assessment  &  Strategy UX-­EUser  Experience  Enablement
  15. 15. ©  RBA        |      UX  Enablement    | p.  15 UX-­E UCD Coaching/Mentoring Management  Consulting Training/Education   Process  Definition Assessment  &  Strategy UX-­EUser  Experience  Enablement
  16. 16. ©  RBA        |      UX  Enablement    |      p.  ‹#› Wait,  Is  this  just  a  sales  presentation?
  17. 17. ©  RBA        |      UX  Enablement    |      p.  ‹#› NO
  18. 18. ©  RBA        |      UX  Enablement    |      p.  ‹#› Making  UX-­E  Happen Ideas  and  Talking  Points  You  Can  Actually  Use…  Tomorrow  
  19. 19. ©  RBA        |      UX  Enablement    | p.  19 Debunking  UX  Myths
  20. 20. ©  RBA        |      UX  Enablement    | p.  20 MYTH UCD  Keeps  Us   From  Innovation
  21. 21. ©  RBA        |      UX  Enablement    | p.  21 FACT UCD  Is  a  Core   Component  of   Innovation
  22. 22. ©  RBA        |      UX  Enablement    | p.  22 INNOVATION Question:  rethink  basic   fundamentals Care:  Get  to  know  your   customers.  Immerse  yourself  in   their  lives Connect:  bring  together   concepts,  people,  and  products Commit.  prototype  and  begin   testing The  four  phases  of  design  thinking  (http://blogs.hbr.org/2010/07/the-­four-­ phases-­of-­design-­thin/)
  23. 23. ©  RBA        |      UX  Enablement    | p.  23 MYTH UCD  Costs  Too   Much
  24. 24. ©  RBA        |      UX  Enablement    | p.  24 FACT HCD  results  in   cost  savings  as   well  as  increased   revenue
  25. 25. ©  RBA        |      UX  Enablement    | p.  25 FACTS 68% of  customers  leave  a  site   due  to  a  bad  user  experience 85% of  UX  problems  can  be   uncovered  by  testing  only  5   people Return  on  investment  for  UCD   is  between  1:2  and  1:100 http://www.sds-­ consulting.com/sites/default/files/SDS_UX%20Report%202009.pdf http://www.uie.com/articles/three_hund_million_button http://vitamintalent.com/ux-­statistic/#Introduction
  26. 26. ©  RBA        |      UX  Enablement    | p.  26 MYTH UCD  Takes  Too   Much  Time
  27. 27. ©  RBA        |      UX  Enablement    | p.  27 FACT UCD  can  be   flexibly  adapted   and  applied  to   almost  any   situation,   timeline,  or   budget
  28. 28. ©  RBA        |      UX  Enablement    | p.  28 MYTH We  don’t  need   to  do  UCD
  29. 29. ©  RBA        |      UX  Enablement    | p.  29 FACT If  we  don’t  do   UCD,  then  we  run   the  risks  of   wasting  time  and   money  and   delivering   something  our   audience  doesn't   want
  30. 30. ©  RBA        |      UX  Enablement    | p.  30 Evangelizing  UX
  31. 31. ©  RBA        |      UX  Enablement    | p.  31 Defining  User  Experience The  quality  of  the  interactions people  have  with  technology. A  professional  field  that   employs  the  principles  and   techniques  of  User-­Centered   Design.  
  32. 32. ©  RBA        |      UX  Enablement    | p.  32 Defining  User-­Centered  Design A  philosophy that  places  the   people  who  will  be  using  what   we  are  creating  at  the  center  of   attention  throughout  the  project A  process that  actively  seeks   out  and  accounts  for  users’   cognitive,  emotional  &   behavioral  factors
  33. 33. ©  RBA        |      UX  Enablement    | p.  33 Being  User-­Centered  Means… We  have  direct  interaction with  the  actual  users  of  what   we  are  building;;   and/or We  have  access  to  data the   users  have  generated  
  34. 34. ©  RBA        |      UX  Enablement    | p.  34 Explaining  What  UX  Does Understand,  empathize  with  &   advocate  for  the  people  who   actually  will  use  what  we’re   producing.   Design  a  solution  that  delivers   on  user  needs  while  balancing   other  priorities. UX User   Needs Technical   Capabilities Business   Objectives Brand   Direction
  35. 35. ©  RBA        |      UX  Enablement    | p.  35 How  UX  Helps  Achieve  Business  Goals Decrease development time & cost IF WE… • Employ a collaborative, iterative process • Include activities that give users a voice of influence THEN WE WILL… • Get to the right solution more quickly than we would have otherwise Decrease training & support costs IF WE… • Work with training/support staff • Spend the effort to observe and interact with users • Frequently validate our decisions with real users, THEN WE WILL… • Discover the key interactions to simplify • Know that we have accurately addressed the observed issues even before launching the new system Decrease bounce rates IF WE… • Precisely understand user needs/expectations • Frequently validate our decisions with real users, THEN WE WILL… • Launch something that will attract and the retain the right audience because we are delivering something they actually want and enjoy
  36. 36. ©  RBA        |      UX  Enablement    | p.  36 How  UX  Helps  Achieve  Business  Goals Increase customer adoption IF WE… • Observe current customer use THEN WE WILL… • Correctly identify barriers to adoption • Uncover other opportunities and user needs • Prescribe and design an enjoyable, rewarding experience that delivers what the customer actually wants Improve quality and quantity of leads IF WE… • Engage in user research techniques • Evaluate the current experience • Understand business goals THEN WE WILL… • Precisely understand what motivates the target audience to take action • Align the content and interactions in a way that harmonizes user needs with business objectives Increase conversion rates IF WE… • Assess the experience of the current conversion points • Use metrics to drive user research • Observe users to understand the “why” behind the metrics • Make data-driven decisions THEN WE WILL… • Accurately understand the problems & opportunities • Create an experience that directly increases conversions
  37. 37. ©  RBA        |      UX  Enablement    | p.  37 How  UX  Helps  Achieve  Business  Goals Increase workforce productivity IF WE… • Work with training/support staff • Observe and interact with users • Frequently validate our decisions with real users, THEN WE WILL… • Accurately identify bottlenecks and high leverage interactions to address each • Be assured that the solutions we design actually produce the desired results Increase customer loyalty IF WE… • Do what it takes to really understand who our users are, what they want, what turns them on and off THEN WE WILL… • Be able to design something our users want and rely on. Make quicker, more informed decisions IF WE… • Use metrics and business objectives to drive user research • Engage in user research techniques THEN WE WILL… • Precisely understand user needs/expectations thereby removing significant speculation and political spin.
  38. 38. ©  RBA        |      UX  Enablement    | p.  38 Kick-­starting  Transformation
  39. 39. ©  RBA        |      UX  Enablement    | p.  39 Keys  to  Effective  Transformation 1. Identify  what  you  want  to  change 2. Pinpoint  critical  behaviors   3. Experience  critical  behaviors
  40. 40. ©  RBA        |      UX  Enablement    | p.  40 1.  Identify  what  you  want  to  change • Learn  more  about  UCD • Hire  UX  talent • Implement  UCD  thinking • Maximize  the  UCD  toolkit • Establish  a  UCD  practice • Mature  the  UCD  offering • Something  else?
  41. 41. ©  RBA        |      UX  Enablement    | p.  41 2.  Pinpoint  Critical  Behaviors   • Small  &  simple • High  impact • Yield  desired  result
  42. 42. ©  RBA        |      UX  Enablement    | p.  42 Critical  Behaviors  
  43. 43. ©  RBA        |      UX  Enablement    | p.  43 Critical  Behaviors  
  44. 44. ©  RBA        |      UX  Enablement    | p.  44 Critical  Behaviors  
  45. 45. ©  RBA        |      UX  Enablement    | p.  45 Critical  Behaviors:  Establishing  UX 1. Experience  your  audience 2. Make  your  thinking  tangible 3. Take  a  collaborative  stance 4. Practice  “tactful  persistence”
  46. 46. ©  RBA        |      UX  Enablement    | p.  46 3.  Experience  Critical  Behaviors   • Capability  &  Desire • Direct  Experience   • Vicarious  Experience • Buy-­in
  47. 47. ©  RBA        |      UX  Enablement    | p.  47 CAN  I  DO  IT? IS  IT  WORTH  IT?
  48. 48. ©  RBA        |      UX  Enablement    | p.  48 Direct  Experience “There  are  three  kinds  of  men.   The  one  that  learns  by  reading.   The  few  who  learn  by   observation.  The  rest  of  them   have  to  pee  on  the  electric   fence  for  themselves.”
  49. 49. ©  RBA        |      UX  Enablement    | p.  49
  50. 50. ©  RBA        |      UX  Enablement    | p.  50 CAN  I  DO  IT? IS  IT  WORTH  IT?
  51. 51. ©  RBA        |      UX  Enablement    | p.  51 TRANSFORMATION  IS   REALLY  REALLY REALLY HARD  WORK
  52. 52. ©  RBA        |      UX  Enablement    | p.  52 “Opportunity  is  missed  by  most   people  because  it  is  dressed  in   overalls  and  looks  like  work.”
  53. 53. ©  RBA        |      UX  Enablement    | p.  53 Generating  Buy-­In • Foster  Collaboration • Build  on  Shared  Objectives • We  are  all  more  likely  to  buy  in   if  we  feel  like  we  are  part  of   the  thinking  and  deciding
  54. 54. ©  RBA        |      UX  Enablement    | p.  54 Maintaining  Buy-­In • DOCUMENTATION!   • Continual  demonstration   of  value • Raise  the  standards  for   what  it  takes  to  change   course
  55. 55. ©  RBA        |      UX  Enablement    | p.  55 BEWARE  OF  GROUPTHINK
  56. 56. ©  RBA        |      UX  Enablement    | p.  56
  57. 57. ©  RBA        |      UX  Enablement    |      p.  ‹#› HELP! Getting  Outside  Expertise
  58. 58. ©  RBA        |      UX  Enablement    | p.  58 Call  outside  help  when  you  need… • Dedicated  resources • Specialized  expertise   • Help  to  avoid  mistakes • External  perspectives • A  fresh  set  of  eyes • An  objective  point  of  view•   • Help  negotiating  differences  of  opinion • Training
  59. 59. ©  RBA        |      UX  Enablement    | p.  59 UX-­EUser  Experience  Enablement UX-­E  is  a  suite  of  services   designed  to  help  individuals   and  organizations   understand,  adopt,  and   institute  the  principles,   processes  and  techniques  of   User-­Centered  Design   UCD
  60. 60. ©  RBA        |      UX  Enablement    | p.  60 UX-­E UCD Coaching/Mentoring Management  Consulting Training/Education   Process  Definition Assessment  &  Strategy UX-­EUser  Experience  Enablement
  61. 61. ©  RBA        |      UX  Enablement    |      p.  ‹#› Let’s  Talk Questions?  Comments?  Concerns?  Criticisms?  Jokes?  
  62. 62. A  Digital  and  Technology  Consultancy

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