Presentation for the Connect JS conference in Atlanta, GA ---- Small UX teams have unique challenges, however knowing what those are only part of the battle — how you then deal with having fewer resources and possibly feeling creative isolation, or worse organizational ignorance and/or hostility is the fun part. This presentation will explore some real life team situations that small teams and solo UX practitioners work in, walk you through a UX Strategy canvas thats small and agile enough to not feel like you're bringing 'process in for process sake', but powerful enough to actually track, measure and learn how to continuing building great products. The goal of this talk is to arm every attendee with better tools and knowledge by creating a personalized plan for their UX practice. This is less about generating design artifacts, and instead focused on ensuring the problems, assumptions and success criteria have been outlined that would then lead feed into how the designs would be created & iterated on.

1. HOW TO CREATE A BETTER
EXPERIENCE WHEN CREATING
RECURSIVE JAVASCRIPT OBJECTS

3. VINCE BASKERVILLE
UX DIRECTOR, @CALLRAIL
CREATE + EXECUTE A
NON-REACTIONARY
UX STRATEGY

4. vince baskerville | @whoisvince#connectjs
LEARNING OBJECTIVES
‣ How to focus on problems, assumptions and success criteria to then
lead the design iterative process
‣ Familiarity with a UX Strategy canvas to track, measure and learn
how to continue building great products
‣ Understanding how to work with not having proper resources,
creative isolation and organizational ignorance / hostility

5. vince baskerville | @whoisvince#connectjs
AGENDA
1. Definitions
2. Articulating assumptions & problems
3. Identify high level key components
4. Defining Success
5. Prepare for team presentations

7. vince baskerville | @whoisvince#connectjs
WHAT DOES ‘STRATEGY’ MEAN?

8. vince baskerville | @whoisvince#connectjs
Strategy is a high level plan
to achieve one or more
goals under conditions of
uncertainty

9. vince baskerville | @whoisvince#connectjs
Key Components
1. Diagnosis — defines or explains
the nature of the challenge
2. Guiding Policy — for dealing with
the challenge
3. Action Plans — designed to carry
out the guiding policy

10. vince baskerville | @whoisvince#connectjs
ISN’T ALL UX WORK STRATEGIC?

11. vince baskerville | @whoisvince#connectjs

12. vince baskerville | @whoisvince#connectjs

13. vince baskerville | @whoisvince#connectjs
…… WHAT IS A UX STRATEGY?

14. vince baskerville | @whoisvince#connectjs
A UX STRATEGY
‣ is a hypothesis-led plan that takes information about your business +
your users and turning it into an actionable approach for a desirable CX.
It must overlap with the overall business strategy

15. vince baskerville | @whoisvince#connectjs

16. ARTICULATE KNOWN
PROBLEMS & ASSUMPTIONS

17. vince baskerville | @whoisvince#connectjs
Assumption
● Current 1:1 emails aren’t scalable
● Sales users can’t use assets created
by the Marketing team
● Sales users can’t send template
emails in their own custom workflow
Sales users want to increase their
personal touch to a larger number of
prospects and leads, however the
individual time it takes can’t scale
efficiently
Problems
EXAMPLE
Micro-Campaigns (theme)

18. vince baskerville | @whoisvince#connectjs
DEFINE THE PROBLEMS
• Ask yourself these questions:
• What are the core issues & problems we’re attempting to
solve with this feature/product?
• What are we assuming users would do as a result because
of this solution?
• How are they currently working around the issue now?
• Is it still worth investing in a new solution? Why?

19. vince baskerville | @whoisvince#connectjs
Assumption
Our _______ users want to _____________________________________ ; however,
they can’t now because _________________________________________________.
WRITE AN ASSUMPTION STATEMENT

20. IDENTIFY AND DEFINE HIGH
LEVEL KEY COMPONENTS

21. vince baskerville | @whoisvince#connectjs
STAKEHOLDER & PM DEPENDENCY
Your UX team will be able to work best
once the top 3 product drivers have been
set and explicitly laid out:
1. Vision
2. Themes
3. Epics
4. Features

22. vince baskerville | @whoisvince#connectjs
• Vision
• To be the dominant product of choice for both Sales & Marketing teams
seeking automation and the ability to leverage customer insights!
• Themes
• Micro-Campaigns
• Data & Analytics
• Scaling Serendipity
EXAMPLE
Vision & themes for new Sales Tools product

23. DEFINING SUCCESS

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THE HEART FRAMEWORK

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THE HEART FRAMEWORK
• Happiness — measures of user
attitudes, often collected via
survey
• Engagement — level of user
involvement, typically
behavioral proxies such as
frequency, intensity, or depth of
interaction over some time
period
• Adoption — new users of a
product or feature
• Retention — the rate at which
existing users are returning
• Task success — behaviors such
as time to complete a task,
effectiveness (e.g. percent of
tasks completed), & error rate

26. vince baskerville | @whoisvince#connectjs
EXAMPLE
Micro-Campaigns (theme)
goals metrics
happiness
The perceived ease of use & general
satisfaction is high
8+ on NPS surveys
engagement
Increased communication & usage of
marketing templates / assets from sales users
10% increase of recurring sessions
40%+ total usage
adoption
Majority of sales users are continuing to use
this product as their primary way to send
emails to leads
80%+ successful adoption within 6 months
retention
task success
Can send template email to 10 users w/o help
Can send to 50 users faster than existing
current method
90% success rate
New way is better than old way 100% of the
time

27. PREP FOR PRESENTATIONS

28. PREP FOR PRESENTATIONS
vince baskerville | @whoisvince#connectjs

30. A QUICK CASE STUDY

31. vince baskerville | @whoisvince#connectjs
• Vision
• To be the dominant product of choice for both
Sales & Marketing teams seeking automation
and the ability to leverage customer insights!
• Themes
• Tracked Emails
• Data & Analytics
• Scaling Serendipity
• Epics
• Sales Engage
• Reporting
• Lead Deck
• S1

32. vince baskerville | @whoisvince#connectjs
Assumption
● Current 1:1 emails aren’t scalable
● Sales users can’t use assets created
by the Marketing team
● Sales users can’t send template
emails in their own custom workflow
Sales users want to increase their
personal touch to a larger number of
prospects and leads, however the
individual time it takes can’t scale
efficiently
Problems
EXAMPLE
Micro-Campaigns (theme)

35. vince baskerville | @whoisvince#connectjs
*Re-defining the Problem
Sales users will need the ability to view success reports
based on their Sales Engage email sends

36. vince baskerville | @whoisvince#connectjs
Assumption
● Sales users have to send manual
emails to their prospects
● These emails don’t have an easy
to to view aggregate report
analytics
● These emails aren’t able to pull in
previously successful template
analytics
If sales users can see which templates
and emails are performing the best,
they’ll be able to tighten the sales
cycle for current and future prospects
Problems

37. vince baskerville | @whoisvince#connectjs
Details
There are 3 primary (filtered) views, that are based on a
timeframe the user selects

40. Q&A