Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Design Your Organisation
WEBDAGENE / October 2016
Amount earmarked by IBM to hire
1,000 new designers:
$100,000,000
Source: Core77.com
Savings attributed to UK Government
Digital Service by treasury audit:
£ 4,100,000,000
Source: O’Reilly Design Conference ...
Projected 10-year growth rate of user
experience jobs:
16%
Source: CNNMoney/Payscale / US Bureau of Labor Statistics
In light of these developments,
design looks very attractive.
Interest in design has grown over time.
Source: Google Trends
0
20
40
60
80
100
2004
2005
2006
2007
2008
2009
2010
2011
20...
Customer Experience is how customers perceive their
interactions with your company.
Forrester Research
User Experience is ...
Let’s examine the relationship between UX and CX.
What did I learn?
1.  Nobody really knows the difference.
What did I learn?
1.  Nobody really knows the difference.
2.  If you believe UX is more than digital, they’re the same.
What did I learn?
1.  Nobody really knows the difference.
2.  If you believe UX is more than digital, they’re the same.
3....
What did I learn?
1.  Nobody really knows the difference.
2.  If you believe UX is more than digital, they’re the same.
3....
What did I learn?
1.  Nobody really knows the difference.
2.  If you believe UX is more than digital, they’re the same.
3....
The State of UX 2016 Survey
NUMBER
266 friends of UX
ROLES
Titles ranging from
UX designer to CDO
LOCATIONS
Respondents fr...
11%
21%
In your opinion, what is the level of strategic
impact of UX in your organisation?
Source: Leah Buley Co. State of...
What characterizes high or low impact?
What level is your most senior UX leader?
Source: Leah Buley Co. State of UX 2016 Survey / Base: 266 respondents
LOW IMPAC...
“The Chief Design Officer is not a savior.”
AND YET
Source: Fast Company Design, “Your Chief Design Officer Is Not A Savio...
“The impact of hiring a CDO mimics the Gartner
Hype Cycle—a peak of inflated expectations is
followed by the trough of dis...
Where is UX situated in your organisational structure?
Source: Leah Buley Co. State of UX 2016 Survey / Base: 266 responde...
Where is UX situated in your organisational structure?
Source: Leah Buley Co. State of UX 2016 Survey / Base: 266 responde...
Where is UX situated in your organisational structure?
Source: Leah Buley Co. State of UX 2016 Survey / Base: 266 responde...
60%
42%
22%
34%
62%
77%
8%
55%
31%
15%
80%
70%
63%
70%
79%
85%
29%
72%
55%
41%
USER
RESEARCH
EXP.
STRATEGY
ROADMAP
PLANNIN...
60%
42%
22%
34%
62%
77%
8%
55%
31%
15%
80%
70%
63%
70%
79%
85%
29%
72%
55%
41%
USER
RESEARCH
EXP.
STRATEGY
ROADMAP
PLANNIN...
“When something goes wrong, it can usually be
traced back to the beginning, from the acceptance
of false premises. Hence o...
To what extent has your organisation found
UX to be a driver of the following measures?
13%
22%
33%
28%
36%
47%
61%
48%
42...
What measurable outcomes have resulted from
user experience that you are most proud of?
LOW
“I would love to tell you,
how...
What measurable outcomes have resulted from
user experience that you are most proud of?
LOW
“I would love to tell you,
how...
What types of projects does your UX team work on?
Source: Leah Buley Co. State of UX 2016 Survey / Base: 266 respondents
8...
89%
41%
36%
29%
23%
87%
35%
30%
20% 19%
14%
92%
42%
34%
26% 27%
74%
22%
9%
13%
8% 5%
High
Low
Signs of more holistic desig...
11%
21%
If we revisit our original distribution, what have we learned?
Source: Leah Buley Co. State of UX 2016 Survey / Ba...
Low impact UX looks like:
— UX is likely to be housed in IT, marketing, or product.
— UX focuses mainly on websites, marke...
High impact UX looks like:
— UX is likely to be in own org with cross-functional influence.
— UX supports established and ...
OUTDATED
Ad hoc, digital
only
Absent
Usability testing,
if that
Wireframes
Generalist
individual
contributors
Expected to
...
OUTDATED
Ad hoc, digital
only
Absent
Usability testing,
if that
Wireframes
Generalist
individual
contributors
Expected to
...
OUTDATED
Ad hoc, digital
only
Absent
Usability testing,
if that
Wireframes
Generalist
individual
contributors
Expected to
...
Where to go from here?
OUTDATED
Focus on
resourcing.
•  Find a trial project.
•  Staff it more robustly.
•  Celebrate impa...
Thank you.
leah@leahbuley.com
@leahbuley
Upcoming SlideShare
Loading in …5
×

Design organisasjonen din! - Leah Buley

295 views

Published on

I higen etter å lage nye fantastiske produkter og tjenester glemmer vi ofte å starte med oss selv. Hvordan designer vi organisasjonen vår slik at den kan levere gode digitale løsninger kontinuerlig?

Published in: Design
  • Be the first to comment

  • Be the first to like this

Design organisasjonen din! - Leah Buley

  1. 1. Design Your Organisation WEBDAGENE / October 2016
  2. 2. Amount earmarked by IBM to hire 1,000 new designers: $100,000,000 Source: Core77.com
  3. 3. Savings attributed to UK Government Digital Service by treasury audit: £ 4,100,000,000 Source: O’Reilly Design Conference 2015, Interview with Mike Bracken
  4. 4. Projected 10-year growth rate of user experience jobs: 16% Source: CNNMoney/Payscale / US Bureau of Labor Statistics
  5. 5. In light of these developments, design looks very attractive.
  6. 6. Interest in design has grown over time. Source: Google Trends 0 20 40 60 80 100 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 UX CX SD %OFINTERESTOVERTIME
  7. 7. Customer Experience is how customers perceive their interactions with your company. Forrester Research User Experience is a person’s perceptions and responses that result from the use or anticipated use of a product, system or service. ISO Service Design helps organizations see their services from a customers perspective. PRACTICALSERVICEDESIGN.COM
  8. 8. Let’s examine the relationship between UX and CX.
  9. 9. What did I learn? 1.  Nobody really knows the difference.
  10. 10. What did I learn? 1.  Nobody really knows the difference. 2.  If you believe UX is more than digital, they’re the same.
  11. 11. What did I learn? 1.  Nobody really knows the difference. 2.  If you believe UX is more than digital, they’re the same. 3.  If you believe UX is just digital, CX is bigger.
  12. 12. What did I learn? 1.  Nobody really knows the difference. 2.  If you believe UX is more than digital, they’re the same. 3.  If you believe UX is just digital, CX is bigger. 4.  A lot of people think UX is just digital.
  13. 13. What did I learn? 1.  Nobody really knows the difference. 2.  If you believe UX is more than digital, they’re the same. 3.  If you believe UX is just digital, CX is bigger. 4.  A lot of people think UX is just digital. 5.  But none of that matters, because if companies are becoming increasingly digital, they’re moving closer together anyway.
  14. 14. The State of UX 2016 Survey NUMBER 266 friends of UX ROLES Titles ranging from UX designer to CDO LOCATIONS Respondents from every continent (with concentrations in North America, Europe, and multinationals) INDUSTRIES Respondents from across industries (with concentrations in information technology, financial services, and healthcare) BUSINESS SIZE Ranges from <10 to >100,000 employees
  15. 15. 11% 21% In your opinion, what is the level of strategic impact of UX in your organisation? Source: Leah Buley Co. State of UX 2016 Survey / Base: 266 respondents LOW IMPACT 33% MEDIUM IMPACT 27% HIGH IMPACT 37%
  16. 16. What characterizes high or low impact?
  17. 17. What level is your most senior UX leader? Source: Leah Buley Co. State of UX 2016 Survey / Base: 266 respondents LOW IMPACT HIGH IMPACT 14% 5% 11% 32% 15% 16% 4% 1% 1% 8% 21% 28% 16% 21% C-LEVEL SVP VP DIRECTOR MANAGER LEAD LEADER? WHAT LEADER?
  18. 18. “The Chief Design Officer is not a savior.” AND YET Source: Fast Company Design, “Your Chief Design Officer Is Not A Savior”
  19. 19. “The impact of hiring a CDO mimics the Gartner Hype Cycle—a peak of inflated expectations is followed by the trough of disillusionment. You have to be patient to get to the slope of enlightenment and become a more mature design organisation.” – Artefact Group on findings from over 300 design maturity surveys
  20. 20. Where is UX situated in your organisational structure? Source: Leah Buley Co. State of UX 2016 Survey / Base: 266 respondents Customer Experience 6% Design 27% Hybrid/In Multiple Places 17% Product 22% Technology 16% Marketing 3% Customer Experience 1% Design 12% Hybrid/In Multiple Places 10% Product 28% Technology 34% Marketing 10% LOW IMPACT HIGH IMPACT
  21. 21. Where is UX situated in your organisational structure? Source: Leah Buley Co. State of UX 2016 Survey / Base: 266 respondents Customer Experience 6% Design 27% Hybrid/In Multiple Places 17% Product 22% Technology 16% Marketing 3% Customer Experience 1% Design 12% Hybrid/In Multiple Places 10% Product 28% Technology 34% Marketing 10% LOW IMPACT HIGH IMPACT
  22. 22. Where is UX situated in your organisational structure? Source: Leah Buley Co. State of UX 2016 Survey / Base: 266 respondents Customer Experience 6% Design 27% Hybrid/In Multiple Places 17% Product 22% Technology 16% Marketing 3% Customer Experience 1% Design 12% Hybrid/In Multiple Places 10% Product 28% Technology 34% Marketing 10% LOW IMPACT HIGH IMPACT
  23. 23. 60% 42% 22% 34% 62% 77% 8% 55% 31% 15% 80% 70% 63% 70% 79% 85% 29% 72% 55% 41% USER RESEARCH EXP. STRATEGY ROADMAP PLANNING PROJECT SCOPING PROTO- TYPING DIGITAL DESIGN NON- DIGITAL DESIGN TESTING & VALID- ATION MEASURE- MENT GOVERN- ANCE In which of the following activities does UX play a significant role? RESEARCH STRATEGY DESIGN QUALITY CONTROL
  24. 24. 60% 42% 22% 34% 62% 77% 8% 55% 31% 15% 80% 70% 63% 70% 79% 85% 29% 72% 55% 41% USER RESEARCH EXP. STRATEGY ROADMAP PLANNING PROJECT SCOPING PROTO- TYPING DIGITAL DESIGN NON- DIGITAL DESIGN TESTING & VALID- ATION MEASURE- MENT GOVERN- ANCE This suggests that the benefits of design are determined beyond design. RESEARCH STRATEGY DESIGN QUALITY CONTROL
  25. 25. “When something goes wrong, it can usually be traced back to the beginning, from the acceptance of false premises. Hence on the one hand the importance of questions, and on the other, the resourcefulness of attitude that prompts them.” – Norman Potter, author of What Is a Designer? (1969)
  26. 26. To what extent has your organisation found UX to be a driver of the following measures? 13% 22% 33% 28% 36% 47% 61% 48% 42% 39% 36% 20% Happier customers Customer behaviors Internal pride Increased earnings External recognition Lower costs Low High Source: Leah Buley Co. State of UX 2016 Survey / Base: 266 respondents
  27. 27. What measurable outcomes have resulted from user experience that you are most proud of? LOW “I would love to tell you, however we are moving so fast there has been no time or resources for testing/ outcomes —even for small usability improvements.”
  28. 28. What measurable outcomes have resulted from user experience that you are most proud of? LOW “I would love to tell you, however we are moving so fast there has been no time or resources for testing/ outcomes —even for small usability improvements.” HIGH “Multi-million dollar increases in conversion and CLTV” “Core funnel went from 25% to 50% since adding a UX Lead to the team”
  29. 29. What types of projects does your UX team work on? Source: Leah Buley Co. State of UX 2016 Survey / Base: 266 respondents 89% 41% 36% 29% 23% 87% 35% 30% 20% 19% 14% 92% 42% 34% 26% 27% 74% 22% 9% 13% 8% 5% High Low Websites and web- based apps Employee tools Desktop software Marketing campaigns Customer support
  30. 30. 89% 41% 36% 29% 23% 87% 35% 30% 20% 19% 14% 92% 42% 34% 26% 27% 74% 22% 9% 13% 8% 5% High Low Signs of more holistic design among high impact teams Websites and web- based apps Employee tools Desktop software Marketing campaigns Customer support Source: Leah Buley Co. State of UX 2016 Survey / Base: 266 respondents Mobile web and apps Services Internet of things Print/ packag- ing In-store/ retail Hardware
  31. 31. 11% 21% If we revisit our original distribution, what have we learned? Source: Leah Buley Co. State of UX 2016 Survey / Base: 266 respondents LOW IMPACT 33% MEDIUM IMPACT 27% HIGH IMPACT 37%
  32. 32. Low impact UX looks like: — UX is likely to be housed in IT, marketing, or product. — UX focuses mainly on websites, marketing, and internal tools. — UX works only on select digital channels. — UX maybe does some research and strategy, maybe not. — UX has little impact on requirements and standards. — UX leadership no higher than manager level. — The company pursues UX primarily to reduce costs.
  33. 33. High impact UX looks like: — UX is likely to be in own org with cross-functional influence. — UX supports established and emerging digital channels, and maybe also service design. — Research and strategy are standard parts of the process. — UX directly shapes requirements, planning, and quality standards. — UX leaders at or above director level. — The company pursues UX to create happier customers because happy customers are good for business.
  34. 34. OUTDATED Ad hoc, digital only Absent Usability testing, if that Wireframes Generalist individual contributors Expected to reduce and keep costs low SCOPE STRATEGY RESEARCH DESIGN STAFFING ACCOUNT- ABILITY Modified from model developed at Forrester Research
  35. 35. OUTDATED Ad hoc, digital only Absent Usability testing, if that Wireframes Generalist individual contributors Expected to reduce and keep costs low PROGRESSIVE Multiple digital touch points Gather requirements Iterative testing, some generative research Iterative process Full teams with research, ixd, visual design, prototypers Expected to keep the company competitive with current digital standards SCOPE STRATEGY RESEARCH DESIGN STAFFING ACCOUNT- ABILITY Modified from model developed at Forrester Research
  36. 36. OUTDATED Ad hoc, digital only Absent Usability testing, if that Wireframes Generalist individual contributors Expected to reduce and keep costs low PROGRESSIVE Multiple digital touch points Gather requirements Iterative testing, some generative research Iterative process Full teams with research, ixd, visual design, prototypers Expected to keep the company competitive with current digital standards MODERN End-to-end, digital and non- digital Set vision and shape roadmap aligned to firm strategies Qual & quant drive hypothesis- driven experiments Shapes experience standards Executive leadership plus strategy & governance Expected to generate value across customer experience via customer-centric improvements SCOPE STRATEGY RESEARCH DESIGN STAFFING ACCOUNT- ABILITY Modified from model developed at Forrester Research
  37. 37. Where to go from here? OUTDATED Focus on resourcing. •  Find a trial project. •  Staff it more robustly. •  Celebrate impact. PROGRESSIVE Focus on process. •  Scale up. •  Add more research. •  Hire senior leadership. MODERN Focus on reach. •  Add innovation work. •  Cross-pollinate design. •  Beef up measurement.
  38. 38. Thank you. leah@leahbuley.com @leahbuley

×