Image: Sony Pictures
We’re All UX:
Designing a Whole Company Design
Team
@designoutloud
“He’s bona fide.”
Images: Touchstone Pictures
Images: clipartlogo, My Mind’s Ink, Landon’s Toy Box
Ceci n'est pas une
Ceci n'est pas une UX team.
Image: Podio
Executive and Administration
Product development Manufacturing
Support Field
Sales / Distribution
running a
successful
business
enabling
great
experiences
maintaining
strong
teams
engineering
leading
technology
Image: MS...
Image: uxbooth
The practice of creating
experience is a Service
Boyd’s OODA LoopPorter’s 5 Forces Analysis
Image: Alex RomanImage: Vector Study
Strategy means
defining and inspiring
before hiring
Context
Capability Image: Flickr user west pointImage: Flickr user katerha
Orient
Assess
Question
Hypothesize
What are our
goals, values,
constraints, and
principles as a
company?
What do we need
to get done?
Why? How much?
What do we need to
be good at?
How good? How will
we know?
What are the
priorities?
Not who…yet
What & why?
Who & how much?
How & when?
Method and Image: Liz Bacon http://deviseconsulting.com/defining-ux/
Complementary strengths vs. homogeneous
development
Breadth and depth of skill across people
Increased participation
Beyond hiring & career skills growth
Shape, align, inform with business
goals
Aim for impact, scope, scale,
diversity, res...
aesthetics: type, color, line, shape, sound asset creation Motion principle/guideline creation, compliance, validation glo...
running a
successful
business
enabling
great
experiences
maintaining
strong
teams
engineering
leading
technology
Image: MS...
Have the right
project members
been identified?
In what areas will
augmentation be
the best thing?
What kind and from
wher...
Skill Name
Skill 1
Skill 2
Skill 3
Skill 4
Skill Name
Color, line,
shape
Latent need
identification
Brand
integration
Busi...
UX leaders and ICs UX enthusiasts
Product owners Executives & sponsors
Skill Name Current Level Desired
Level
Priority
Color, line,
shape
Latent need
identification
Brand
integration
Prototyping
Skill Name Current Level Desired
Level
Priority
Color, line,
shape
3 5 5
Latent need
identification
2 2 1
Brand
integratio...
Skill Name Current Level Desired Level Priority
Skill 1 3 5 5
Skill 2 2 2 1
Skill 3 5 3 3
Skill 4 1 4 5
Skill Name Current...
Skills
Assessment of Skills and Knowledge Assigned
Prty
Assigned
Gap
Normed
Gap
Perceived
Gap
Normed
Perceived
Gap
Current...
Skills
Assessment of Skills and Knowledge Assigned
Prty
Assigned
Gap
Normed
Gap
Perceived
Gap
Normed
Perceived
Gap
Current...
Skills
Assessment of Skills and Knowledge Assigned
Prty
Assigned
Gap
Normed
Gap
Perceived
Gap
Normed
Perceived
Gap
Current...
company
average
team A
team B
Who does that already?
How can you get them involved?
What do your colleagues want to be good at?
Open up
opportunities
Issue the
challenge to
add UX into
everyone’s job
Let people find
their point of
contribution
Oh, yeah. Hiring.
Strategic framework
Involve the team to determine fit and talent
Hire the inspired
May your plan come together!
phillip.hunter@gmail.com |
@designoutloud |
Credits
Diamond and loupe http://www.flickr.com/photos/criminalintent/
Bicycle racers http://www.flickr.com/photos/flowizm...
We’re All UX:  Designing a Whole Company Design Team - Giant Conf 2014
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We’re All UX: Designing a Whole Company Design Team - Giant Conf 2014

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  • Inflection points for MS – Modern Design and Windows 8
  • My job is to look at what’s out there, what’s coming
  • Focus on inspiring to grow and do versus just hire
  • In doing the work, we realized that who we hire and how we grow them is not sufficient for future planning. Needed to think bigger, broader.
  • Focus on inspiring to grow and do versus just hire
  • We have to understand strategic context of what and why in the business.
  • From the context, to fulfill the goals, what do we need to be capable of?
  • Realized we needed to re-assess how ready we are for the future
  • Teams are strong because interdependencies. Nearly impossible to grow equally in all areas. Greater desire for broad participation. So how to think differently? How to plan for strategic UX growth?
  • You come up with your own list
  • How to think about applying findings
  • Of course, we’re assessing, and that’s analytical. Make a table. In Excel.
  • Who answers these questions?
  • Here’s what you want to capture: what you need to be able to do, how good are you, how good do you need to be, and how important the skill is
  • What will start to take shape
  • Explain the math and numeric relationships
  • Discuss first use of visualization and purpose
  • What really seems to be important
  • Simplified but extensible visualization
  • continued
  • One tool to use
  • Sometimes you need to hire
  • TBD, some thoughts on that
  • TBD, some thoughts on that
  • We’re All UX: Designing a Whole Company Design Team - Giant Conf 2014

    1. 1. Image: Sony Pictures We’re All UX: Designing a Whole Company Design Team
    2. 2. @designoutloud
    3. 3. “He’s bona fide.” Images: Touchstone Pictures
    4. 4. Images: clipartlogo, My Mind’s Ink, Landon’s Toy Box
    5. 5. Ceci n'est pas une
    6. 6. Ceci n'est pas une UX team. Image: Podio
    7. 7. Executive and Administration Product development Manufacturing Support Field Sales / Distribution
    8. 8. running a successful business enabling great experiences maintaining strong teams engineering leading technology Image: MSFT & Phillip Hunter
    9. 9. Image: uxbooth The practice of creating experience is a Service
    10. 10. Boyd’s OODA LoopPorter’s 5 Forces Analysis Image: Alex RomanImage: Vector Study
    11. 11. Strategy means defining and inspiring before hiring
    12. 12. Context Capability Image: Flickr user west pointImage: Flickr user katerha
    13. 13. Orient Assess Question Hypothesize
    14. 14. What are our goals, values, constraints, and principles as a company? What do we need to get done? Why? How much?
    15. 15. What do we need to be good at? How good? How will we know? What are the priorities? Not who…yet
    16. 16. What & why? Who & how much? How & when?
    17. 17. Method and Image: Liz Bacon http://deviseconsulting.com/defining-ux/
    18. 18. Complementary strengths vs. homogeneous development Breadth and depth of skill across people Increased participation
    19. 19. Beyond hiring & career skills growth Shape, align, inform with business goals Aim for impact, scope, scale, diversity, resilience, sustainability
    20. 20. aesthetics: type, color, line, shape, sound asset creation Motion principle/guideline creation, compliance, validation global design branding brandi creative direction brand strategy for visual identity frameworks for visual design language brand/product positioning layout & composition informa content design interaction design NUI and multimodal navigation and command universal design multi-channel design cross-product design con modeling Persona development exploration of design options question definition identify relevant outcomes and necessary data methodology sele emergent methods method development data analysis report writing communication and catalyst for action data synthesis latent need identificatio triangulation storytelling sketching prototyping techniques modeling Iteration generation and refinement creative production problem-solving use processes and methodologies measurement and metrics competitive differentiation process contribution and improvement tool contribution and integration with team processes and tools continuous iterative improvement insight generation product design service design effective meetings s and management managing interpersonal style differences working across organizational boundaries transparency communication strategy team coaching succession planning pride in work personal accountability abstraction from personal experience engineering system mechanisms identi escalate, or find owners for issues describe discoveries from behavior or observation identify latent needs and new product/service priorities integra usage patterns address experience and behavioral attributes address attitude and emotional attributes describe opportunities relative to competition opportunities relative to competition / trends create action plan relative to immediate needs create action plan consistent with future needs contribut contribute to cross-product or cross-org strategy employ divergent thinking to influence engineering peers apply work across engineering lifecycle c market campaigns and messaging develop formative, generative, naturalistic research propose and create consensus for needed human and produ define success criteria and needed deliverables against multiple research objectives innovate new research approaches formulate systematic multi- adapt research program to respond to organizational need reduce data to form actionable outcomes enable problem identification apply data to idea finding, and problem definition synthesize data for idea finding, problem finding, and problem definition create compelling data summaries deliver co artifacts create compelling communication via emotional connection to user and context convey real user stories create common understanding of u feedback, or needs predict usage and customer reaction contribute real customer stories, insights, and data for go to market efforts inspire new thin expressed needs inspire new thinking by leveraging latent needs propose and guide solutions throughout cycle apply appropriate business domain measurable conditions for success create measurable conditions for success build consensus for success definitions align success definitions to go create alignment of success definitions to goals or org definitions integrate success definitions into design research process create integration of suc design research process leverage insight on needs to inspire new thinking and approaches create insight on needs to inspire new thinking and appr guide solutions align solutions within or across product areas / scenarios create alignment of solutions across product areas / scenarios discover an causes to experience issues iterate analyses and interpretation of data to discover superior solutions create and direct analyses and interpretation o superior solutions tune designs based on continuous iteration tune research approaches to address changing needs provide data and research arti success outcomes create and direct research processes to provide data and research artifacts that validate success outcomes Design for non-US m expertise (Visual Studio, Adobe, etc.) Full range of analog & digital prototyping business model and execution considerations Design Principles De Application Platform Competing OS expertise HTML/CSS/Javascript multidevice, responsive design native apps v. browser data visualization and sensors and other small devices problem discovery build, measure, learn (Lean Startup / Lean UX) facilitation and managing divergence/convergen
    21. 21. running a successful business enabling great experiences maintaining strong teams engineering leading technology Image: MSFT & Phillip Hunter
    22. 22. Have the right project members been identified? In what areas will augmentation be the best thing? What kind and from where?
    23. 23. Skill Name Skill 1 Skill 2 Skill 3 Skill 4 Skill Name Color, line, shape Latent need identification Brand integration Business model translation
    24. 24. UX leaders and ICs UX enthusiasts Product owners Executives & sponsors
    25. 25. Skill Name Current Level Desired Level Priority Color, line, shape Latent need identification Brand integration Prototyping
    26. 26. Skill Name Current Level Desired Level Priority Color, line, shape 3 5 5 Latent need identification 2 2 1 Brand integration 5 3 3 Non-code prototyping 1 4 5
    27. 27. Skill Name Current Level Desired Level Priority Skill 1 3 5 5 Skill 2 2 2 1 Skill 3 5 3 3 Skill 4 1 4 5 Skill Name Current Level Desired Level Priority Skill 1 3 5 5 Skill 2 2 2 1 Skill 3 5 3 3 Skill 4 1 4 5 Skill Name Current Level Desired Level Priority Skill 1 3 5 5 Skill 2 2 2 1 Skill 3 5 3 3 Skill 4 1 4 5 Skill Name Current Level Desired Level Priority Skill 1 3 5 5 Skill 2 2 2 1 Skill 3 5 3 3 Skill 4 1 4 5
    28. 28. Skills Assessment of Skills and Knowledge Assigned Prty Assigned Gap Normed Gap Perceived Gap Normed Perceived Gap Current Level Norm Desired Level Norm Color, line, shape 85 7.1 110 9.2 4.6 25.0 2.1 114.8 9.6 Brand integration 86 7.2 94 7.8 4.0 8.0 0.7 32.0 2.7 Non-code prototyping 65 5.4 88 7.3 4.1 23.0 1.9 94.2 7.8 Ethnographic analysis 77 6.4 97 8.1 4.1 20.0 1.7 82.6 6.9 Lo-fi usability 61 5.1 85 7.1 3.8 24.0 2.0 90.5 7.5 Latent need identification 60 5.0 78 6.5 3.6 18.0 1.5 63.9 5.3 Skill 7 60 5.0 75 6.3 3.7 15.0 1.3 55.0 4.6 Skill 8 69 5.8 85 7.1 4.1 16.0 1.3 64.8 5.4 Skill 9 58 4.8 75 6.3 4.0 17.0 1.4 67.2 5.6 Skill 10 70 5.8 84 7.0 4.1 14.0 1.2 57.5 4.8
    29. 29. Skills Assessment of Skills and Knowledge Assigned Prty Assigned Gap Normed Gap Perceived Gap Normed Perceived Gap Current Level Norm Desired Level Norm Color, line, shape 85 7.1 110 9.2 4.6 25.0 2.1 114.8 9.6 Brand integration 86 7.2 94 7.8 4.0 8.0 0.7 32.0 2.7 Non-code prototyping 65 5.4 88 7.3 4.1 23.0 1.9 94.2 7.8 Ethnographic analysis 77 6.4 97 8.1 4.1 20.0 1.7 82.6 6.9 Lo-fi usability 61 5.1 85 7.1 3.8 24.0 2.0 90.5 7.5 Latent need identification 60 5.0 78 6.5 3.6 18.0 1.5 63.9 5.3 Skill 7 60 5.0 75 6.3 3.7 15.0 1.3 55.0 4.6 Skill 8 69 5.8 85 7.1 4.1 16.0 1.3 64.8 5.4 Skill 9 58 4.8 75 6.3 4.0 17.0 1.4 67.2 5.6 Skill 10 70 5.8 84 7.0 4.1 14.0 1.2 57.5 4.8 averagesum average x2 subtraction priority x normed gap
    30. 30. Skills Assessment of Skills and Knowledge Assigned Prty Assigned Gap Normed Gap Perceived Gap Normed Perceived Gap Current Level Norm Desired Level Norm Color, line, shape 85 7.1 110 9.2 4.6 25.0 2.1 114.8 9.6 Brand integration 86 7.2 94 7.8 4.0 8.0 0.7 32.0 2.7 Non-code prototyping 65 5.4 88 7.3 4.1 23.0 1.9 94.2 7.8 Ethnographic analysis 77 6.4 97 8.1 4.1 20.0 1.7 82.6 6.9 Lo-fi usability 61 5.1 85 7.1 3.8 24.0 2.0 90.5 7.5 Latent need identification 60 5.0 78 6.5 3.6 18.0 1.5 63.9 5.3 Skill 7 60 5.0 75 6.3 3.7 15.0 1.3 55.0 4.6 Skill 8 69 5.8 85 7.1 4.1 16.0 1.3 64.8 5.4 Skill 9 58 4.8 75 6.3 4.0 17.0 1.4 67.2 5.6 Skill 10 70 5.8 84 7.0 4.1 14.0 1.2 57.5 4.8
    31. 31. company average team A team B
    32. 32. Who does that already? How can you get them involved? What do your colleagues want to be good at?
    33. 33. Open up opportunities Issue the challenge to add UX into everyone’s job Let people find their point of contribution
    34. 34. Oh, yeah. Hiring.
    35. 35. Strategic framework Involve the team to determine fit and talent Hire the inspired
    36. 36. May your plan come together! phillip.hunter@gmail.com | @designoutloud |
    37. 37. Credits Diamond and loupe http://www.flickr.com/photos/criminalintent/ Bicycle racers http://www.flickr.com/photos/flowizm/ Bridge http://www.flickr.com/photos/avramitra/ Fridge http://www.flickr.com/photos/katerha/ Hurdler http://www.flickr.com/photos/west_point/ Brainstorming 1 http://www.flickr.com/photos/chadmagiera/ Brainstorming 2 http://www.flickr.com/photos/prestons/ Rock climbing http://www.flickr.com/photos/usasoc/ How to communicate http://www.flickr.com/photos/pagedooley/ Design team http://www.flickr.com/photos/yandle/ Stormtroopers http://www.flickr.com/photos/jdhancock/ Prototyping http://www.flickr.com/photos/21218849@N03/ Other photos credited inline or are by Phillip Hunter

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