RBA's Senior User Experience Designer, Margaret Bossen, presented "Enterprise User Experience: Making Sense of UX in Large Organizations" at Digital Summit Denver 2015. This presentation covers UX Basics, Enterprise UX, The Enterprise User, and Design Challenges.

1. Enterprise User Experience:
Making Sense of UX in Large Organizations
June 17, 2015
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Enterprise UX
Enterprises employees, customers, and managers
often have experiences that are tedious,
fragmented, complicated, and just plain awful.
What can be done to make these
experiences better?

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Today’s Topics
UX Basics
Enterprise UX: Objectives & Challenges
The Enterprise User:
Learning from Distributed and Specialized Users
Design Challenges: Designing for Complex Systems

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User Experience:
What is it?

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What is UX?
USER EXPERIENCE
The quality of the interactions people have with
technology.
A professional field that employs the principles
and techniques of User Centered Design.

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What is UXD?
USER EXPERIENCE 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.

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User Centered Design Objectives
Understand, empathize with
& advocate for the people
who actually will use what
you’re producing.
Design a solution that
delivers on user needs while
balancing other priorities.
UX
UX

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But, what does UX actually do?

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UX Does All the Things
Decrease development
time & cost
Increase workforce
productivity
Decrease training &
support costs
Increase user and
customer loyalty
Increase customer
adoption
Improve quality and quantity
of leads & communication
Decrease
bounce rates
Make quicker, more
informed decisions
Increase
conversion rates

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Enterprise UX:
Objectives & Challenges

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Who is Solving Enterprise Problems?
In most organizations it is the technology group
deciding how to solve the business problem
(IT, developers, programmers, etc.)
This results in a solid TECHNICAL solution, but does
not always deliver a great User Experience.

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UX in Enterprise Systems
How do you get started with UX in
large, complicated environments?
Start with smaller, truly achievable
goals – stretch for the bigger,
longer-term, more
challenging solutions.

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Assess the Current Landscape
What is the appetite in the organization for UX / UXD?
Engaging with users and soliciting User Feedback for a
project delivers a more successful solution.
The enterprise user is likely a captive audience and will
want to be engaged to help create a better experience.
Strong results, even incremental ones, can support
larger efforts.

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How do you get started?
• Assess the Users: Walk in their shoes
• Experiment: “Sandbox” some new ideas for interface
or search
• Formulate Concepts: Sketch ideas on paper, use
whiteboards, post-it notes
• Create Rapid Prototypes: Even a simple search box
can benefit from a quick “trial run”
• Get User Feedback: Show your work early and often

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The Enterprise User:
Learning from people who are extremely
distributed and specialized

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Defining Users

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User Definition

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User Research
A User-Centered Approach
Engage in a variety of research activities
that can be applied to virtually any
circumstances, timelines, & budgets.
Use the research data to deliver
actionable recommendations and solid
strategies that can drive the direction of
the project.
UX Tactics & Techniques
• Contextual Inquiry
(Ethnography)
• Interviews
• Focus Groups
• Surveys
• Card Sorting
• Usability Testing
• Task Analysis
• Concept Testing
• Tree Testing
• Analysis of Web Metrics
• Secondary Research

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Users want to…
• Tell you about what’s not
working
• Help you solve problems
• Collaborate
• Tie their activities to the
company’s success
• Become advocates for the
business
BASICS

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User Experience needs…
• To weigh in on project
scope & estimates
• Access to users/data
• Sustained focus
• Collaboration
• Iteration
• Involvement and buy-in
throughout the business
BASICS

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Design Challenges:
Designing for Complex Systems

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Encourage Design Thinking
What is Design Thinking?
This is about simplicity. It’s about delighting employees,
customers and other users. It’s about focusing squarely
on the user. It’s about innovation.
Traditionally, organizations start with a problem and
then race toward a solution, likely ignoring users along
the way, or working from “intuition”.

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Listen. Understand. Act.
Build Trust & Credibility
Users in this
environment were
burdened with a
clunky, old-school UI
with tremendous
functional issues.

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Users First
Learn from the user
Surprisingly, it was not the
interface that users wanted to
change. It was simpler elements
within the existing site structure.
• Lack of help elements
• Ability to hyperlink to
other pages
• Better training on processes

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Deliver an Exceptional Experience
Insights
Drive company and
product strategy
through real-life
user insights
Innovations
Apply a user-
centered, creative
approach internally
and externally to
drive innovation
Irresistible Experiences
Increase user adoption
and loyalty through
irresistible experiences
in everything
you deliver

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Provide an Exceptional Experience to
Every User, Every Time
Even the most mundane
intranet experience can
benefit from a user-
centered review.
1. Make it Simple
2. Listen Closely
3. Inspire Delight
4. Deliver Unique Value
5. Focus on User Goals

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Visual
Design
UX
Validation
Intranet
Project
UX
Evaluation
Design
Research
UX
Strategy
Interaction
Design

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Strategic Alignment

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User Research

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Audience Definition

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Content Strategy

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Interaction Design

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