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UXSG2014 Workshop (Day 1) - Leading UX (Trend Micro)
This document provides an overview of a workshop on UX leadership. It includes exercises for participants to share background information and UX challenges. It discusses key skills for UX practitioners and leaders such as hard skills, soft skills, and tactics for using brain, eyes/ears, mouth, hands, and heart. Examples are provided on defining problems, stakeholder mapping, and fitting UX into development processes. The overall message is that UX leadership requires a combination of skills, engaging stakeholders, and building small successes.
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UXSG2014 Workshop (Day 1) - Leading UX (Trend Micro)
- 1.
- 2. 2 Before WeStart
- 3. 3 Big DataHere Agency / Consultancy 30% Education Institution 8% Government Agency 6% Freelancer 2% Startup / Tech Firm 12% In-house Team 42% Types of Organization
- 4. Years of Experiencepracticing UX 4 Big Data Here I'm not a practitioner 18% Less than a year 11% 1 - 3 years 30% 4 - 6 years 18% More than 7 years 23%
- 5. Exercise 1: KnowYou, Know Me 1. Pick a moderator 2. Share some background information with your team a. What is the UX team in your organization responsible for? Who are in the UX team? b. Where is the UX team in your organization structure? (an organization chart could be helpful) c. What are the UX challenges in your organization? 5 10 min
- 6. • My bosshas no clue what UX is • People think that appealing UI equals good user experience • When talking about UX research, people think it costs a lot and is a waste of time • The UXer is the only one who cares about UX • No matter how hard the UXer works, the UXer is still the bottle neck • People treat the UXer like a “stamp of approval” • Last minute change is not an old story 6 Scars that UXers Bear
- 7. 7 Agenda •Share! • Share!! • Share!!!
- 8.
- 9. “Leaders are peoplewho influence others to accomplish shared goals. Whether explicitly or by tacit example, they establish and foster values, help people envision a future direction, and support them in getting there.” 9 - Kim Goodwin
- 10. 10 UX Practitioners Development Processes UX Maturity Organization Type Company Culture Being Part of the Organization
- 11. UX Leadership ≠UX Management 11
- 12. UXers Should BeEquipped with Leadership 12
- 13. 13 user centereddesign usability testing user research user experience design information architecture user tasks analysis user flows design prototyping front-end development visual design contextual interview card sorting participatory design diary study service design ethnography study interaction design mobile design Hard Skills
- 14. 14 communication visionary collaborative innovative organized flexible influential advocate trustworthy knowledgeable motivating decisive clear approachable open energetic engaged inspirational Soft Skills
- 15. Tennis Pro vs.UXer
- 16. Brain Identifies weaknesses and reacts Mouth Engages the team to build a shared vision of success Hand Creates successful, reproducible attacks Heart Passion drives perfection Eyes & Ears Observe the opponent to determine the best strategy
- 17. 17 Leadership equals… Hard Skills user centered design usability testing user research user experience design information architecture user tasks analysis user flows design prototyping front-end development visual design contextual interview card sorting participatory design diary study service design ethnography study interaction design mobile design Soft Skills communication visionary collaborative innovative organized flexible influential advocate trustworthy knowledgeable motivating decisive clear approachable open energetic engaged inspirational
- 18. Heart Drives passionate ownership
- 19. “Choose a jobyou love, and you will never have to work a day in your life.” 知之者不如好之者，好之者不 如樂之者 19 - Confucius
- 20. Ownership & Empathy 20 GE Healthcare Adventure Series
- 21. Attitude + Aptitude= Altitude 21
- 22. Example: Hand-Made QuickStart Guide 22
- 23. Example: Testing theQuick Start Guide 23
- 24. Standard UX Focus 1. Know 2. Try 3. Love 4. Buy Standard Marketing Focus 24
- 25. E2E Customer ExperienceJourney in Trend 1. Know 2. Try 3. Love 4. Buy 25
- 26. Exercise 2: ReachingOut 26
- 27. Exercise 2: ReachingOut | Mike’s Story 27
- 28. Exercise 2: ReachingOut | Mike’s Story Final Work 28
- 29. Exercise 2: ReachingOut • What would you do if you were Mike? 29 20 min
- 30. 30 Heart |Tactics
- 31.
- 32. Eyes & Ears Observes and understands the audience
- 33. What Are UXersin Trend Doing Everyday? Research Design Coordination/Communication 33 10% 40% 50%
- 34. Get to KnowYour Stakeholders 34 CEO GM Executives Business sponsor Sales Marketer Legal Project manager Product manager Architect RD QA Support Front-end developer Visual designer Content provider Customers
- 35. Collaborate Closely LOWHIGH 35 Stakeholder Types HIGH Interest Influence Power LOW Non-supportive Key Player Marginal Supportive Keep Satisfied Keep Informed Monitor RD
- 36. 36 Dominance ⽀支配型 Influence ⼈人際型 Steadiness 穩定型 Compliance 謹慎型 Challenge Action Collaboration Stability DISC
- 37.
- 38. Exercise 3: CreateYour Stakeholder Diagram 38
- 39. Exercise 3: CreateYour Stakeholder Diagram • Think of a project • Put your stakeholders into the diagram • Explain how you work with them, in regard to relationships and working models • What works and what does not work 39 20 min
- 40. Eyes & Ears| Tactics • Know who influences power and the personalities of your stakeholders • Start from the right stakeholder or project • Don’t fall in love with your own design. Listen Listen Listen 40
- 41. Brain Identifies theproblem
- 42. “If I hadonly one hour to save the world, I would spend fifty-five minutes defining the problem, and only five minutes finding the solution.” 42 - Albert Einstein
- 43.
- 44. Define the Problem 44 Design
- 45. 45 Tips •Is it a real problem? • Is it worth solving?
- 46. How To Definea Problem • Interview the target audience • Collect data • Analyze data 46
- 47. Data – Who,Where, What 47 People • Customers • Researcher • Support • Marketing team • … External Data • Gartner’s report • Reviews • … Internal Data • Past research data • Usability testing result • MKT survey • Web analytics • C.SAT • Support data • …
- 48. Exercise 4: Definingthe Problem 48
- 49. Exercise 4 –Defining the Problem Requirement: The Technical Support site needs work. Improve its UX. • Who will you talk to? • What kind of data will you collect and analyze? • How will you make the requirement clearer and more accurate? 49 20 min
- 50. 50 Brain |Tactics Shaped UXer
- 51. Mouth Engages tobuild a shared vision
- 52. The furthest distancein the world is not between life and death, but when I present a design and you don’t buy in 52
- 53. But Did You… • take business goals into consideration? • align the design goals with the business goals? • talk about the same target users with your stakeholders? • define measurable UX goals clearly? • put your stakeholders in the customers’ shoes? 53
- 54. It's NOT aboutthe UXer 54
- 55.
- 56. 56 Transparency Involvement Collaboration Alliance
- 57. 57 Mouth |Tactics Get your butt out of your seat! Now!
- 58. Hand Sculpts andreproduces successes
- 59. Fit In DevelopmentProcess Trend Agile “Design” & Development Process 59
- 60. 60 Build RoleModels Conduct Field Studies Synthesize Together Visualize the Findings (CJM)
- 61. 61 Interview andField Study
- 62. Brain Dump andTranslate Findings Together 62
- 63. Explore Unmet CustomerNeeds 63
- 64.
- 65.
- 66. Hands | Tactics • Build small successes with your team, and also with your so-called opponents • Build role models and steps so that everyone can see the steps towards the vision you have • Reproduce many hands-on possibilities for win-win-win 66
- 67. 67 Leadership equals… Hard Skills Soft Skills
- 68. Brain Identifies theproblem Eyes & Ears Observes and understands the audience Mouth Engages to build a shared vision Hand Sculpts and reproduces successes Heart Drives passionate ownership
- 69. Thank You HsinEu Mike Chou Pei Chen Yuyi Hsu