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Winning Hearts and Minds: Tips for Embedding User Experience in Your Organisation


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Presentation for GOTO Copenhagen 2012. Tips on embedding User Experience in an organisation.

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Winning Hearts and Minds: Tips for Embedding User Experience in Your Organisation

  2. 2. “As their usability approachmatures, organisations typicallyprogress through the samesequence of stages, from initialhostility to widespread relianceon user research.” Jakob Nielsen
  3. 3. A bit of backgroundPhoto by Kaptain Kobold
  4. 4. About me• UX Specialist at Red Gate Software• I work on tools for tSQL developers
  5. 5. My UX journey… Head of Information Interactive Architecture Production MSc in Human Computer Web Web Interaction developer accessibility UX Specialist1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Web Strategy Project Manager Manager & Information Architect Observed usability testing
  6. 6. UX maturity takes time2006 2011Occasional usability Dedicated UX Architectsurvey UX techniques and skills embedded
  7. 7. UX Maturity Model diagram from an article by @rfeijo In 5 years, we got to here
  8. 8. How do you get started?Photo by Sarah and Mike …probably
  9. 9. UX techniques are not hard to pick up
  10. 10. But knowing when and why to use them takes experience
  11. 11. Tip #1Start small, show value
  12. 12. Start with small butperfectly formed projects Research Improve Design Evaluate Prototype
  13. 13. Tip #2Provide evidence
  14. 14. Some stakeholders have strong opinions
  15. 15. Use data to tell a story about your usersUsability tests and Surveys andsite visits feedback forumsSupport centre Analytics
  16. 16. Tip #3Be considerate
  17. 17. Highlighting poor design andcontent requires tact and diplomacy
  18. 18. Always point out something positive as well as the negatives Use familiar language e.g. ‘customer focus’, ‘customer experience’Photo by hatalmas
  19. 19. Tip #4Evangelise
  20. 20. It’s your job to sell the value of UXPhoto by Alice Bartlett
  21. 21. Doing UX work early reduces thecost of development and testing
  22. 22. Bad UX costs the business through increased calls to customer supportPhoto by ntr23
  23. 23. UX can be a differentiator
  24. 24. Tip #5Find a UX champion
  25. 25. A UX champion can help gain organisational support and resources UX rocks!!Photo by Dunechaser
  26. 26. Tip #6Develop in-house skills
  27. 27. If you have budget available anddecide to use external expertise
  28. 28. Find a supplier who’ll work Work collaboratively collaboratively And help transfer skills to in- house teamsPhoto by Lollyman:
  29. 29. The whole team can learn UX skills
  30. 30. Everyone in the team can learn to do expert reviews, run usability sessions or analyse dataPhoto by Oblong
  31. 31. Consider some training delivered on site for the whole team
  32. 32. Tip #7Encourage ownership of UX
  33. 33. Anyone can have design ideas
  34. 34. The person who created these sketches had no prior UX experience
  35. 35. Run sketching sessions with the team to generate design ideas
  36. 36. Increasing ownership of UX in theteam means that everyone thinks pro-actively about your product
  37. 37. Tip #8Observe your users
  38. 38. Usability testing is an invaluable way to get early feedback on designsPhoto by Kaptain Kobold
  39. 39. Recruiting users can be time consuming and expensive
  40. 40. Maximise opportunities to recruit usersOpt in on surveys Advertise on youror feedback forms website
  41. 41. Use virtual meeting software to dousability testing with remote users
  42. 42. Observe people using your product inreal contexts – you might be surprised!Photo by coleydude
  43. 43. Tip #9Co-locate
  44. 44. Embed UX specialists within product teams
  45. 45. Developers Testers(Insert picture of team with UX person) Project Manager Product Manager User Experience
  46. 46. UX should attend the daily stand- ups and other team meetings
  47. 47. Get immediate design feedback onstories you are implementing e.g. the ‘Daily Demo’
  48. 48. UX can pair design with a developer to make iterative UIimprovements quickly and cheaply
  49. 49. Tip #10Make UX work visible
  50. 50. Use whiteboards and walls!
  51. 51. Include UX stories and tasks in the backlog and on the Kanban / Scrum boardThese are the UX tasks
  52. 52. Tip #11Collaborate
  53. 53. Collaboration increases team buy- in to UX and can save time
  54. 54. Invite the team to observe user testing, then analyse findings together
  55. 55. Categorise the findings Design solutions / ideas become stories on the backlogObservers write issues on pinkstickies, observations on yellowstickies
  56. 56. Play collaboration games to generate and explore ideas
  57. 57. Collaboration games book, or Check out the Gamestorming
  58. 58. Tip #12Communicate
  59. 59. Set up a blog or wiki tocommunicate what you are doing and learning
  60. 60. Do you know who your users are?Photo by Joe Shablotnik
  61. 61. Collect observations from sitevisits, interviews and usability tests
  62. 62. Create personas with the team to bring your research data to lifePhoto by Canned Tuna
  63. 63. Tip #13Measure improvements
  64. 64. Benchmark, set targets and evaluate using consistent metrics to show improvementsPhoto by Alice Bartlett
  65. 65. Example metrics• Qualitative – System Usability Scale (SUS) questionnaire – Usability problems – Satisfaction• Quantitative – Task completion – Time on task – Errors (number of errors and task failure) – Conversion rate / funnels
  66. 66. Tip #14Align UX & Product Management
  67. 67. UX and Product Managers should work with, not against, each otherPhoto by Stéfan
  68. 68. Technology Acceptance Model (Davis, 1989)
  69. 69. A successful product is both useful and easy to use* * And hopefully desirable too!
  70. 70. Tip #15Reach out to your organization
  71. 71. Procurement decisions are often only based on cost and business requirements
  72. 72. Do usability and accessibilityevaluations before purchasing off- the-shelf systems
  73. 73. Tip #16Standardise processes
  74. 74. Standardising processes, tools and templates saves time and helps with a UX roll out
  75. 75. Method cards helps educate the team Method cards courtesy of
  76. 76. Leave room to experiment with new techniques – don’t be too prescriptive
  77. 77. Tip #17Get some friends
  78. 78. UX can become a full time job, butit’s often only a small percentage of your job role
  79. 79. You may need to make a case for dedicated UX roles
  80. 80. In conclusion
  81. 81. A model for embedding UX Collaborating Developing UX Evangelising & skills Communicating Embedding DefiningListening to processes &customers UX tools
  82. 82. “No matter how impassioned yourapproach, it’s impossible to take acompany straight from UX indifference toUX maturity. The demands are toodisruptive. Focus, as the undercovermanifesto suggests, on big changethrough small victories, slowly winning thehearts and minds and convincing yourteam of the need for UX approaches .” Cennydd Bowles, James Box
  83. 83. It can feel like climbing amountain, but working as a team you’ll get there  Photo by Rob Young
  84. 84. Thanks for listening!Photo by brieuc_s
  85. 85. Get in touchMichele Ide-SmithUser Experience SpecialistRed Gate Softwaree: @micheleidesmithb: