Presented at Web Unleashed 2016 by Mariah Hay, Pluralsight FITC produces events for digital creators in Toronto, Amsterdam, NYC and beyond Save 10% off any of our events with discount code 'slideshare' Check out our events at http://fitc.ca or follow us at https://twitter.com/fitc Overview Over the past ten years the world of digital tools has shifted from B2B to B2C. Interfaces that were once purely utilitarian have taken a path that not only integrated them with physical products, but also surpassed the physical product – becoming the product themselves. The most successful companies know how to wield UX as a strategy for engaging their user’s attention, whether it’s their employee, or their customer. Companies who confuse UX with merely making an interface “pretty” will fail every time. To better understand how to leverage UX as a competitive advantage, Mariah will talk about: The difference between UX and UI, and why it is so often confused The history of UX as an industry Measuring maturity of UX in an organization Objective Participants will leave this presentation with the tools to articulate what UX is, how this role came into being, and how to identify UX maturity within an organization. Target Audience Developers, UX professionals, interface designers, product managers, executives, CIO’s, and any business leader who is interested in articulating the scope and application of UX surrounding product development. Assumed Audience Knowledge This presentation assumes the audience has a solid understanding of digital product development. Five Things Audience Members Will Learn The true scope of what UX activities encompass The origin of experience design Why there is so much confusion around what a UX professional does Identifying the digital divide in an organization How to understand how mature UX practices are at the organizational level

1. Subtitle Style 6
Help Wanted: Using UX
to Your Advantage
Mariah Hay

2. How well can you
explain what you do?

5. How well can can the
person hiring you
explain what you do?

6. The difference between UX and UI
LESSON 2:
LESSON 3:
The maturity of UX in an organization
The history of UX as an industry
LESSON 1:

7. The difference between UX and UI
LESSON 2:
LESSON 3:
The maturity of UX in an organization
The history of UX as an industry
LESSON 1:

8. What is UX?
The difference between UX and UI
LESSON 1:
LESSON 2:
LESSON 3:
The maturity of UX in an organization
The history of UX as an industry

9. UX is not UI!

10. Service Product Interface
What does user experience touch?

11. What does user experience touch?
UI or GUI = User Interface
Service Product Interface

12. Research, Strategy + Design

13. Research, Strategy + Design
Goals
Tasks
Needs
Desires
Pain-points
Workarounds

14. Research

15. EMPATHY!

16. Research, Strategy + Design
Identify Needs
Re-Imagine
Current
Capabilities
Direct Future
Offerings

17. Interview Breakdowns
Interview Breakdown

18. Personas

19. User Needs
Mapping

20. Journey
Mapping
Journey
Pain Points
Additional Info Needs
Areas of opportunity

21. EMPATHY!

22. Research, Strategy + Design
DesirableUsableUseful

23. Useful Usable Desirable
Research, Strategy + Design

24. Useful Usable Desirable
Research, Strategy + Design

25. Useful Usable Desirable
Research, Strategy + Design

26. EMPATHY!

27. What is UX?
The difference between UX and UI
LESSON 1:
LESSON 2:
LESSON 3:
The maturity of UX in an organization
The history of UX as an industry

28. UX is not UI!

29. UX is not UI!
Why are people so confused?

30. LESSON 2:
The history of UX as an industry
The difference between UX and UI
LESSON 1:
LESSON 3:
The maturity of UX in an organization

31. The difference between UX and UI
LESSON 1:
LESSON 2:
LESSON 3:
The maturity of UX in an organization
The history of UX as an industry
What industry did UX come from?

32. All of them!

33. UX Designer Wanted
My client located in Gloucestershire seeks a confident Visual
Designer, 3D modeling, After Effects, rendering and animation,
Strong working knowledge of HTML, CSS, Rails, JavaScript/JQuery,
ObjectiveC (iOS), C++ (Android) a plus

34. Industrial Designers
“I care about physical usability”

35. Industrial Designers
“I care about physical usability”
Graphic Designers
“I care about information usability”

36. Industrial Designers
“I care about physical usability”
Graphic Designers
“I care about information usability”
Animators
“I care about usability through storytelling”

37. Industrial Designers
“I care about physical usability”
Graphic Designers
“I care about information usability”
Animators
“I care about usability through storytelling”
Developers
“I care about usability as function execution”

38. Computers in the home

39. Industrial Designers
Screen Based Products
Graphic Designers
User Interfaces
Animators
Digital Animation
Developers
User Facing Platforms

40. ?
User Experience Designer

41. UX Designer Wanted
My client located in Gloucestershire seeks a confident Visual
Designer •3D modeling, After Effects, rendering and animation
•Strong working knowledge of HTML, CSS, Rails,
JavaScript/JQuery, ObjectiveC (iOS), C++ (Android) a plus

42. User Experience Designer

43. +
User Experience Designer

44. Technology
Business Design
Functionality, Engineering,
Foundation, Objective, Backend,
Performance, Feasibility, Realistic,
Complex
Vision, Goals, Pragmatic,
Analysis, Demographic,
Stakeholders, Budget
Aesthetics, Creativity,
Abstraction, Subjective,
Experimental, Front End,
Visual, Explains, Clarifies
Effectiveness,
Interaction, Usability,
Elegance, Simplicity,
Product Driven
Efficiency, Logic,
Relevance, Concrete,
Goal Driven
User Advocacy,
Testing, Research,
Stories, Validity,
Reliability Brand
Equity, Company
Image, Style,
Marketing,
Advertising,
Consistency, Trust,
Communication,
Message
UX

45. The difference between UX and UI
LESSON 1:
LESSON 2:
LESSON 3:
The maturity of UX in an organization
The history of UX as an industry
What industry did UX come from?

46. All of them!

47. The difference between UX and UI
LESSON 1:
LESSON 2:
LESSON 3:
The maturity of UX in an organization
The history of UX as an industry

48. The difference between UX and UI
LESSON 1:
LESSON 2:
LESSON 3:
The maturity of UX in an organization
The history of UX as an industry
Where is UX in a mature organization?

49. Everywhere!

50. $24B: Airbnb

51. $100M: IBM Design

52. Capital One: Adaptive Path

53. What types of products does your
UX team work on?
Web Mobile Desktop Employee
Tools

54. What types of products does your
UX team work on?
Web Mobile Desktop Employee
Tools
Services
Support
In Store/
Retail
Customer
Support
Print/
Packaging

55. What types of products does your
UX team work on?
Web Mobile Desktop Employee
Tools
Services
Support
In Store/
Retail
Customer
Support
Print/
Packaging
Digital Divide

56. High Impact UX Low Impact UX
Digital Divide

57. End to End Journey Design
Learning
Buying
Using
Servicing
Replacing

58. Scope
Strategy
Research
Design
Staffing

59. Scope
Strategy
Research
Design
Staffing
Outdated
Ad Hoc / Digital Only
Absent
Usability Testing
Wireframes
Generalist Contributors

60. Scope
Strategy
Research
Design
Staffing
Outdated
Ad Hoc / Digital Only
Absent
Usability Testing
Wireframes
Generalist Contributors
Progressing
Multiple Digital
Touchpoints
Gather Requirements
Iterate Testing /
Ethno Research
Process: Sketch to
High Fidelity
Full Teams: Research,
IXD + Visual Design
Prototypes

61. Scope
Strategy
Research
Design
Staffing
Outdated
Ad Hoc / Digital Only
Absent
Usability Testing
Wireframes
Generalist Contributors
Progressing
Multiple Digital
Touchpoints
Gather Requirements
Iterate Testing /
Ethno Research
Process: Sketch to
High Fidelity
Full Teams: Research,
IXD + Visual Design
Prototypes
Modern
End to End Digital
and Non-digital
Set Vision and Shape
Roadmap aligned to
firm strategies
Quantitative and
Qualitative
Sets and governs
experience standards
Executive Leadership
plus centralized
strategy/governance

62. Where is UX in a mature organization?
The difference between UX and UI
LESSON 1:
LESSON 2:
LESSON 3:
The maturity of UX in an organization
The history of UX as an industry
Where is UX in a mature organization?

63. Everywhere!

65. How well can you
explain what you do?

66. The better we can explain
what we do, the better we can
create solutions.

67. What is UX?
The difference between UX and UI
LESSON 1:
LESSON 2:
LESSON 3:
The maturity of UX in an organization
The history of UX as an industry

68. UX is not UI!

69. The difference between UX and UI
LESSON 1:
LESSON 2:
LESSON 3:
The maturity of UX in an organization
The history of UX as an industry
What industry did UX come from?

70. All of them!

71. Where is UX in a mature organization?
The difference between UX and UI
LESSON 1:
LESSON 2:
LESSON 3:
The maturity of UX in an organization
The history of UX as an industry
Where is UX in a mature organization?

72. Everywhere!

73. EMPATHY!

74. Subtitle Style 6
Thank you.
@mariahhay
mariah-hay@pluralsight.com