How to use a UX strategy to build the right products while creating a supportive environment for your team and leaders to say "I don't know" or "Why?".

1. Determining
theWhy
Developing a UX Strategy
Ashley Keller
@ashk3l

2. Listen Lynda,
the client
wants you to
make this look better

3. What usually happens
Likely to…
Jump to solutions Struggle to prioritize Waste time

4. What usually happens
Unsure of…
Scope Sensitivities Strategic priorities

5. Typical project process
Starts well
Client feedback
Revisions
approved
Stakeholder
feedback
Development
Launch
Customer
feedback

6. “The beginning is the most
important part of any work.”
– Plato

7. Learn together
Iterate quickly
Customer feedback
Develop
with confidence
Ideal project process
Launch with
confidence
Customer validation

8. “You can use an eraser on the
drafting table or a sledgehammer
on the construction field.”
– Frank Lloyd Wright

9. What should you create?
Business
(viability)
Technology
(feasibility)
Human
(usability, desirability)
Balance
breakthrough

10. How do you figure it out?
You need to have a plan.

11. Clear need
Value proposition
Research
Experiments
Customer validation
Tenants of a strategic framework:

12. 5 day design sprint

13. Design thinking + Lean UX

14. How can you apply this?

15. This can be hard at first.

16. Something new can be scary

17. “There are no facts inside the building.
Get out of the building.”
– Steve Blank

18. What we call them:
Business
Requirements

19. What they really are:
Assumptions

20. So how do you get started?

21. “We talk so much about having empathy
for users as if those users are the only
ones that matter…”
– Tom Greever

22. Articulating the process
Garnering support from our team and stakeholders
Project manager Account executive

23. The biggest challenge

24. – Anyone
“I don’t know.”

25. Typical hierarchy
“I don’t know.”
“Uh oh.”

26. The great equalizer
“I don’t know.” “Great! Let’s find out.”

27. “You need an environment that not only supports, but
encourages [saying that you don’t know everything],
so you can develop processes that assist in discovering
the answer to what it is you don’t know.”
– Jared Spool

28. Demonstrate value
Involve everyone
Share early and often
Make research fun
Capture your process

29. Ask often

30. Ashley Keller
@ashk3l