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Growing Team
UX As The Ultimate Unifier
Se iya Ohta
V P U s e r E x p e r i e n c e
T r u s t l y G r o u p A . B .
“Community is gathering around
a fire and listening to someone
tell a story.”
Bill Maher
My Journey
Today
Lived and worked
Teams I worked with
My experience
Design Thinking
Human centricity
Empathy
UX toolbox
Co-creation
Inclusive design
Prototype, test and iterate
Service Design
Personas, JTD, journey map etc
Growing Team
Growth = Change Management
Growth Steps
Start-up Scale-up Growth Maturity
Start-up Scale-up Growth Maturity
Starting a team
§ Building a new function
§ Starting a hack team
§ Starting a new business
§ Initiating an intrapreneur project
Start-up Scale-up Growth Maturity
HP Apple Amazon
Starting a family
Even the largest companies in the world once were startups teams
Start-up Scale-up Growth Maturity
§ G oa l s
• Deliver r esults quickly
• L o w o v e r - h e a d
• Bu ild cr e d ib ilit y
• Exp lo r e o p p o r t u n it ie s
• L e a r n a n d i t e r a t e o r p i v o t
• Su r vive
§ Pe opl e
• Dr iven and am bitious
• Se lf - m a n a g e d
• Se n se o f u r g e n cy
• Risk toler ant
• Act io n b ia se d
• Fl e x i b l e
• Hands - o n
• “ Do wh a t e v e r it t a k e s ”
• Fu n t o b e w i t h
Start-up Scale-up Growth Maturity
§ Pi t f a l l s of ge t t i ng i t w r ong
• Dysfunctional team
• Dem or alized team m em ber s
• Wa st e d e n e r g y a n d r e so u r ce
G a m e ov e r
§ Pi t f a l l s of ge t t i ng i t r i ght
• Fo r a n i n- h o u s e s t a r t u p t e a m ,
it can cr eate fr ictions with
e x i s t i n g t e a m s , n o r m s a n d
p r o c e s s e s
Start-up Scale-up Growth Maturity
§ Building a st ar t up t eam
• Em p h a size p e r so n a l t r a it s a s m u ch
a s s k i l l s
• Be p r e se n t a n d a wa r e
• Be in co n t r o l o f b u ild in g yo u r t e a m
• G e t t h e w r o n g p e o p l e o ff t h e b u s
q u i c k l y a n d r e s p e c t f u l l y
S e r v i c e D e s i g n T h i n k i n g
D e s i g n T h i n k i n g
§ G oa l s
• Continue to deliver r esults
• M e e t in c r e a s e d d e m a n d s
• G r o w t e a m m a t u r i t y
• G r o w l e a d e r s
• Dr ive efficiency
• Respond quickly to
b u s i n e s s n e e d s
§ Pe opl e
• Continue to gr ow “ fam ily”
• L i k e- m in d e d p e o p le
• Fl e x i b l e a n d o p e n m i n d e d
• “ Re a d y t o h it t h e g r o u n d
r u n n in g ”
Start-up Scale-up Growth Maturity
Start-up Scale-up Growth Maturity
– D e s i g n T h i n k i n g
- E m p a t h y
§ Sc a l i ng- up a s t a r t up t e a m
• O n - b o a r d n e w t e a m m e m b e r s w i t h a
b u d d y s y s t e m a n d s h a d o w i n g
• St a r t p la n n in g a h e a d
• Consciously star t building an
inclusive cultur e
• Don’t be com placent – Pr id e kills
Start-up Scale-up Growth Maturity
§ G oa l s
• M e e t n e w b u s in e s s n e e d s
• Bu ild n e w ca p a b ilit ie s
• Dr ive efficiency
• G r o w o r g a n i z a t i o n
• Em b r a ce a n d le ve r a g e
d i v e r s e w o r k f o r c e
• Bu ild h ig h- p e r f o r m i n g
t e a m s
§ Pe opl e
• Diver se exper iences and
com petencies
• M ix e d m a t u r it y le v e ls
• Br id g e b u ild e r s
• Diver se per sonal tr aits
Start-up Scale-up Growth Maturity
§ Pi t f a l l s of ge t t i ng i t w r ong
• An o r g a n iza t io n a l a n t i- b o d y i s
t r i g g e r e d a n d a n y t h i n g n e w i s r e j e c t e d
• I n s t e a d o f c r e a t i n g s y n e r g y w i t h a n d
a d o p t i n g n e w c a p a b i l i t i e s t o g r o w, a n
o r g a n i z a t i o n b e c o m e s i n t e r n a l l y
f o c u s e d a n d c r e a t e s c o n f l i c t s a n d
co n fu si on that slows down the gr owth
Growth = Change
Manage fear of change in organization
Build and gr ow
a f a m i l y w i t h l i k e
m inde d pe ople
Build a r obust or ganizat ion
w i t h di v e r s e s k i l l s , pe r s ona l
t r a i t s a nd ne e ds
Start-up Scale-up Growth Maturity
Change = Conflicts
Solution 1 – Future-proof the team
Start-up Scale-up Growth Maturity
§ Pe opl e
• Dr iven and am bitious
• Se lf - m a n a g e d
• Se n se o f u r g e n cy
• Risk toler ant
• Act io n b ia se d
• Fl e x i b l e
• Hands - o n
• “ Do wh a t e v e r it t a k e s ”
• Fu n t o b e w i t h
§ Pe opl e
• Diver se exper iences
a n d c o m p e t e n c i e s
• M ix e d m a t u r it y le v e ls
• Br id g e b u ild e r s
• Diver se per sonal tr aits
Tr y t o a v o i d t h e s u d d e n
c h a n g e h e r e
Solution 1 – Future-proof the team
Start-up Growth Maturity
Scale-up
§ Pe opl e
• L e a r n i n g m i n d s e t
• Te a m o r ie n t a t io n
• Hum ble
• Em p a t h e t ic
• O p e n m i n d e d
§ Pe opl e
• Diver se exper iences
a n d c o m p e t e n c i e s
• M ix e d m a t u r it y le v e ls
• Br id g e b u ild e r s
• Diver se per sonal tr aits
S t a r t b u i l d i n g a c h a n g e
f r i e n d l y t e a m h e r e
Start-up Scale-up Growth Maturity
Managing the growth stage
§ Pla n a h e a d a n d st a r t b u ild in g a d ive r se
a n d r e s i l i e n t t e a m t o a n t i c i p a t e
changes
§ I n v e s t h e a v i l y i n i n t e g r a t i n g n e w
m e m b e r s t o t h e e x is t in g t e a m
§ Rem ove fear
§ Bu ild a n in clu sive cu lt u r e
- S e r v i c e D e s i g n T h i n k i n g
– D e s i g n T h i n k i n g
- E m p a t h y
Solution 2 – Heal the team
Start-up Scale-up Growth Maturity
Often the growth pains do not get noticed until a much later stage of ther jounrney
and they manifest as organizational crisis
Applying Design Thinking to address
employee engagement gaps caused by
growing pain
Case study
Employee population does NOT
look like this
Detractor
Neutral
Promoter
Problems of problem-solving
They are NOT
“the problems to be solved”
How employee population
REALLY looks like
Design Thinking approach
Personas
Story Share-and-Capture
Understanding needs
Prototype and test
UX As The Ultimate Unifier
UX is a discipline unapologetically,
shamelessly and single-mindedly
focused on people and their needs
Start-up Scale-up Growth Maturity
§ Em br a c e Cha nge - Design Thinking
• Hum an centr icity
• Em p a t h y
§ I nv ol v e Em pl oy e e s - UX t oolbox
• Co - cr eation
• I n c l u s i v e d e s i g n
• Pr o t o t yp e , t e st a n d it e r a t e
§ Dr ive em ployee engagem ent - Se r v i c e De s i gn
• Pe r so n a s, JTD, jo u r n e y m a p e t c
Democratise UX and Grow
There are these two young fish swimming along, and they
happen to meet an older fish swimming the other way, who
nods at them and says, "Morning, boys, how's the water?"
How’s the water?
"What the hell is water?”
”This is water”
David Foster Wallace
And the two young fish swim on for a bit, and
then eventually one of them looks over at the
other and goes, "What the hell is water?”
Imagine that UX is as ubiquitous as
water in your organization
nurturing, growing and
strengthening the organization
without anyone noticing it
How might we get there?
Thank you!
Se i y a O ht a
V P U s e r E x p e r i e n c e
T r u s t l y G r o u p A . B .
l i n k e d i n . c o m / i n / s e i y a o

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UX As The Ultimate Unifier

  • 1. Growing Team UX As The Ultimate Unifier Se iya Ohta V P U s e r E x p e r i e n c e T r u s t l y G r o u p A . B .
  • 2. “Community is gathering around a fire and listening to someone tell a story.” Bill Maher
  • 3. My Journey Today Lived and worked Teams I worked with
  • 5. Design Thinking Human centricity Empathy UX toolbox Co-creation Inclusive design Prototype, test and iterate Service Design Personas, JTD, journey map etc
  • 6. Growing Team Growth = Change Management
  • 8. Start-up Scale-up Growth Maturity Starting a team § Building a new function § Starting a hack team § Starting a new business § Initiating an intrapreneur project
  • 9. Start-up Scale-up Growth Maturity HP Apple Amazon Starting a family Even the largest companies in the world once were startups teams
  • 10. Start-up Scale-up Growth Maturity § G oa l s • Deliver r esults quickly • L o w o v e r - h e a d • Bu ild cr e d ib ilit y • Exp lo r e o p p o r t u n it ie s • L e a r n a n d i t e r a t e o r p i v o t • Su r vive § Pe opl e • Dr iven and am bitious • Se lf - m a n a g e d • Se n se o f u r g e n cy • Risk toler ant • Act io n b ia se d • Fl e x i b l e • Hands - o n • “ Do wh a t e v e r it t a k e s ” • Fu n t o b e w i t h
  • 11. Start-up Scale-up Growth Maturity § Pi t f a l l s of ge t t i ng i t w r ong • Dysfunctional team • Dem or alized team m em ber s • Wa st e d e n e r g y a n d r e so u r ce G a m e ov e r § Pi t f a l l s of ge t t i ng i t r i ght • Fo r a n i n- h o u s e s t a r t u p t e a m , it can cr eate fr ictions with e x i s t i n g t e a m s , n o r m s a n d p r o c e s s e s
  • 12. Start-up Scale-up Growth Maturity § Building a st ar t up t eam • Em p h a size p e r so n a l t r a it s a s m u ch a s s k i l l s • Be p r e se n t a n d a wa r e • Be in co n t r o l o f b u ild in g yo u r t e a m • G e t t h e w r o n g p e o p l e o ff t h e b u s q u i c k l y a n d r e s p e c t f u l l y S e r v i c e D e s i g n T h i n k i n g D e s i g n T h i n k i n g
  • 13. § G oa l s • Continue to deliver r esults • M e e t in c r e a s e d d e m a n d s • G r o w t e a m m a t u r i t y • G r o w l e a d e r s • Dr ive efficiency • Respond quickly to b u s i n e s s n e e d s § Pe opl e • Continue to gr ow “ fam ily” • L i k e- m in d e d p e o p le • Fl e x i b l e a n d o p e n m i n d e d • “ Re a d y t o h it t h e g r o u n d r u n n in g ” Start-up Scale-up Growth Maturity
  • 14. Start-up Scale-up Growth Maturity – D e s i g n T h i n k i n g - E m p a t h y § Sc a l i ng- up a s t a r t up t e a m • O n - b o a r d n e w t e a m m e m b e r s w i t h a b u d d y s y s t e m a n d s h a d o w i n g • St a r t p la n n in g a h e a d • Consciously star t building an inclusive cultur e • Don’t be com placent – Pr id e kills
  • 16. § G oa l s • M e e t n e w b u s in e s s n e e d s • Bu ild n e w ca p a b ilit ie s • Dr ive efficiency • G r o w o r g a n i z a t i o n • Em b r a ce a n d le ve r a g e d i v e r s e w o r k f o r c e • Bu ild h ig h- p e r f o r m i n g t e a m s § Pe opl e • Diver se exper iences and com petencies • M ix e d m a t u r it y le v e ls • Br id g e b u ild e r s • Diver se per sonal tr aits Start-up Scale-up Growth Maturity
  • 17. § Pi t f a l l s of ge t t i ng i t w r ong • An o r g a n iza t io n a l a n t i- b o d y i s t r i g g e r e d a n d a n y t h i n g n e w i s r e j e c t e d • I n s t e a d o f c r e a t i n g s y n e r g y w i t h a n d a d o p t i n g n e w c a p a b i l i t i e s t o g r o w, a n o r g a n i z a t i o n b e c o m e s i n t e r n a l l y f o c u s e d a n d c r e a t e s c o n f l i c t s a n d co n fu si on that slows down the gr owth Growth = Change
  • 18. Manage fear of change in organization
  • 19. Build and gr ow a f a m i l y w i t h l i k e m inde d pe ople Build a r obust or ganizat ion w i t h di v e r s e s k i l l s , pe r s ona l t r a i t s a nd ne e ds Start-up Scale-up Growth Maturity Change = Conflicts
  • 20. Solution 1 – Future-proof the team Start-up Scale-up Growth Maturity § Pe opl e • Dr iven and am bitious • Se lf - m a n a g e d • Se n se o f u r g e n cy • Risk toler ant • Act io n b ia se d • Fl e x i b l e • Hands - o n • “ Do wh a t e v e r it t a k e s ” • Fu n t o b e w i t h § Pe opl e • Diver se exper iences a n d c o m p e t e n c i e s • M ix e d m a t u r it y le v e ls • Br id g e b u ild e r s • Diver se per sonal tr aits Tr y t o a v o i d t h e s u d d e n c h a n g e h e r e
  • 21. Solution 1 – Future-proof the team Start-up Growth Maturity Scale-up § Pe opl e • L e a r n i n g m i n d s e t • Te a m o r ie n t a t io n • Hum ble • Em p a t h e t ic • O p e n m i n d e d § Pe opl e • Diver se exper iences a n d c o m p e t e n c i e s • M ix e d m a t u r it y le v e ls • Br id g e b u ild e r s • Diver se per sonal tr aits S t a r t b u i l d i n g a c h a n g e f r i e n d l y t e a m h e r e
  • 22. Start-up Scale-up Growth Maturity Managing the growth stage § Pla n a h e a d a n d st a r t b u ild in g a d ive r se a n d r e s i l i e n t t e a m t o a n t i c i p a t e changes § I n v e s t h e a v i l y i n i n t e g r a t i n g n e w m e m b e r s t o t h e e x is t in g t e a m § Rem ove fear § Bu ild a n in clu sive cu lt u r e - S e r v i c e D e s i g n T h i n k i n g – D e s i g n T h i n k i n g - E m p a t h y
  • 23. Solution 2 – Heal the team Start-up Scale-up Growth Maturity Often the growth pains do not get noticed until a much later stage of ther jounrney and they manifest as organizational crisis
  • 24. Applying Design Thinking to address employee engagement gaps caused by growing pain Case study
  • 25. Employee population does NOT look like this Detractor Neutral Promoter Problems of problem-solving
  • 26. They are NOT “the problems to be solved” How employee population REALLY looks like Design Thinking approach
  • 31. UX As The Ultimate Unifier UX is a discipline unapologetically, shamelessly and single-mindedly focused on people and their needs
  • 32. Start-up Scale-up Growth Maturity § Em br a c e Cha nge - Design Thinking • Hum an centr icity • Em p a t h y § I nv ol v e Em pl oy e e s - UX t oolbox • Co - cr eation • I n c l u s i v e d e s i g n • Pr o t o t yp e , t e st a n d it e r a t e § Dr ive em ployee engagem ent - Se r v i c e De s i gn • Pe r so n a s, JTD, jo u r n e y m a p e t c Democratise UX and Grow
  • 33. There are these two young fish swimming along, and they happen to meet an older fish swimming the other way, who nods at them and says, "Morning, boys, how's the water?" How’s the water?
  • 34. "What the hell is water?” ”This is water” David Foster Wallace And the two young fish swim on for a bit, and then eventually one of them looks over at the other and goes, "What the hell is water?”
  • 35. Imagine that UX is as ubiquitous as water in your organization nurturing, growing and strengthening the organization without anyone noticing it
  • 36. How might we get there?
  • 37. Thank you! Se i y a O ht a V P U s e r E x p e r i e n c e T r u s t l y G r o u p A . B . l i n k e d i n . c o m / i n / s e i y a o