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Winning hearts and
minds: how to embed
UX from scratch in a
 large organisation
       Michele Ide-Smith
  UX Cambridge, November 2011
“As their usability approach matures,
organisations typically progress
through the same sequence of stages,
from initial hostility to widespread
reliance on user research.”

                       Jakob Nielsen
A bit of background




Photo by Kaptain Kobold http://www.flickr.com/photos/kaptainkobold/5359290323
About me
                                                                            Head of
                                   Information
                                                                          Interactive
                                   Architecture
                                                                          Production

                                                                                 Started MSc in
                                        Web                                            HCI
       Web developer
                                     accessibility
                                                                                           UX Specialist



1997   1998   1999   2000   2001    2002   2003      2004   2005   2006   2007     2008   2009    2010     2011


                                                                                 Web Strategy
                            Project Manager &                                     Manager
                               Information
                                 Architect                         Observed user
                                                                      testing


                                                                                  Graduated with
                                                                                    MSc in HCI
A revelation can become a passion
The organisation I worked for had to
save £160 million in the next 5 years
Costs per transaction
• Face-to-face £8.23
• Telephone    £3.21
• Website      £0.39

Source: SOCITM (Society for IT Managers), 2009
Technology Acceptance Model (Davis, 1989)
Making Council web services useful
 and usable saves public money
We came a long way in 5 years…



2006                                             2011

Occasional usability              Dedicated UX Architect
survey                 UX techniques and skills embedded
UX Maturity Model diagram from an article by @rfeijo http://johnnyholland.org/2010/04/16/planning-your-ux-strategy/




 We got to here
How did we get started?




Photo by Sarah and Mike …probably http://www.flickr.com/photos/sarahandmikeprobably/4266668689/
UX techniques are not hard to pick up
But knowing when and why to use
      them takes experience
Lesson learnt #1
Start with small but
perfectly formed projects

                 Research



  Improve                     Design




      Evaluate          Prototype
Demonstrate the value of using UX
methods, however small the project
Lesson learnt #2
Some stakeholders have strong opinions
Data can speak volumes
Use data to tell a story about your users


  User testing / interviews         Customer feedback




  Call centre stats                 Analytics
Lesson learnt #3
Highlighting poor design and content
    requires tact and diplomacy
Always point out something
 positive as well as the negatives




                                         Use familiar language e.g. ‘customer
                                            focus’, ‘customer experience’
Photo by hatalmas http://www.flickr.com/photos/hatalmas/6094281702
Lesson learnt #4
Find a UX Champion who can gain
    organisational support and resources


                                                             UX rocks!!




Photo by Dunechaser http://www.flickr.com/photos/dunechaser/3538429942/
Lesson learnt #5
If you have budget available and
decide to use external expertise
Find a supplier who’ll work collaboratively
                          Work collaboratively




                                     And help transfer skills to in-house teams
Photo by Lollyman: http://www.flickr.com/photos/lollyman/4424552903
Lesson learnt #6
The whole team can learn UX skills
Everyone in the team could use
                                       Analytics data or do an expert review




Photo by Oblong http://www.flickr.com/photos/oblongpictures/5250948891
Anyone can have design ideas
The person who created these
sketches had no prior UX experience
Developers appreciate design input
 when it makes their lives easier
Lesson learnt #7
Regular user testing is an invaluable
                                        way to get early feedback on designs
Photo by Kaptain Kobold http://www.flickr.com/photos/kaptainkobold/5181464194
Recruiting users can be time
 consuming and expensive
Maximise opportunities to recruit
     users e.g. add a check box on
customer surveys / feedback forms, or
  a question to the call centre scripts
Lesson learnt #8
It’s your job to sell the value of UX
Set targets and evaluate and
benchmark using consistent metrics
Lesson learnt #9
UX people should influence all areas of
the business that impact on customers
Procurement decisions are often only
based on cost and business requirements
Bad UX costs the business through
 increased calls to customer support
Photo by ntr23 http://www.flickr.com/photos/ntr23/4435476085
Integrate usability evaluations and
accessibility audits into procurement
Speak to customer support to
understand customer problems
Lesson learnt #10
Standardising processes and templates
saves time and helps with a UX roll out
We integrated UX processes into Agile
         (Scrum) processes
Creating method cards helped develop
 UX knowledge and summarise when
    and how to use UX techniques
Method cards courtesy of http://nform.com/tradingcards/
Leave room to experiment with new
techniques – don’t be too prescriptive
Lesson learnt #11
UX can become a full time job
It’s often only a small percentage
          of your job role
After 4 years we created a
dedicated UX Architect role
Developing UX skills, retaining talent
    and recruiting is hard work
Lesson learnt #12
Do you know who your users are?




Photo by Joe Shablotnik http://www.flickr.com/photos/joeshlabotnik/305410323/
Work with data experts¹ to segment
 customers and help create personas,
to enable everyone in the organisation
         to know their users


1. Data experts could be market researchers or data analysts
Use personas to bring your user data to life




Photo by Canned Tuna http://www.flickr.com/photos/cannedtuna/4852756417/
We created personas with quantitative
data (demographic and transactional)
      as well as qualitative data
Personas inform service design, not
just website and application design
UX was being considered at each point
       in a customer journey
A team which collaborates
 and learns together can
   achieve great things




                Photo by Rob Young http://www.flickr.com/photos/rob-young/2835825416
UX adoption / maturity survey
• Based on Human Factors International
  checklist (developed after 2009 survey)
• 65 respondents, sourced from UX networks
  and groups (London IA, LinkedIn, Twitter)
Sectors
Organisation size
46%
    Have executive support

               30%
At senior executive level (V or C level)
8%
Have UX governance
24% strategy
    Have a published UX
         or vision statement

    13%                  19%
Review or update    State that UX is an
   it regularly       organisational
                      success driver
Most popular UX techniques
Most effective techniques
16%standardised
Use the same shared /
UX methods within the organisation

    22%                11%
UX research is a   Have a published
 required step       UX standard
41% values and
Said their organisation
   recognises UX successes
25%
Define measurable success criteria
and performance metrics for every
website or application they develop
               8%
      Measure and report ROI
36% part of
Said UX skills are a recognised
        their job description

    38%                  22%
   Have staff        Provide training /
dedicated to UX     education for non-
100% of the time         UX staff
Challenges

• Resources - limited resources and budget
• Communication / education - lack of
  understanding of what UX is
• Strategy – lack of UX vision; lack of mandate;
  de-centralisation leads to departmental silos;
  no centralised UX plan; UX as a ‘bolt on’
• Change – fear of change
Top tips
• Sell the benefits and value
• Gain buy in and engage others e.g. observing
  user testing, sketching and ideation sessions
• Go undercover
• But at some point you’ll need to embed and
  formalise the process
In conclusion
“No matter how impassioned your
approach, it’s impossible to take a
company straight from UX indifference to
UX maturity. The demands are too
disruptive. Focus, as the undercover
manifesto suggests, on big change
through small victories, slowly winning
the hearts and minds and convincing your
team of the need for UX approaches .”

             Cennydd Bowles, James Box
Thanks for listening!




Photo by brieuc_s http://www.flickr.com/photos/brieuc/4225881624/
Get in touch
Michele Ide-Smith
User Experience Specialist
Red Gate Software
michele.ide-smith@red-gate.com
@micheleidesmith
www.ide-smith.co.uk
www.linkedin.com/in/micheleidesmith

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Winning hearts and minds: how to embed UX from scratch in a large organisation

  • 1. Winning hearts and minds: how to embed UX from scratch in a large organisation Michele Ide-Smith UX Cambridge, November 2011
  • 2. “As their usability approach matures, organisations typically progress through the same sequence of stages, from initial hostility to widespread reliance on user research.” Jakob Nielsen
  • 3. A bit of background Photo by Kaptain Kobold http://www.flickr.com/photos/kaptainkobold/5359290323
  • 4. About me Head of Information Interactive Architecture Production Started MSc in Web HCI Web developer accessibility UX Specialist 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Web Strategy Project Manager & Manager Information Architect Observed user testing Graduated with MSc in HCI
  • 5. A revelation can become a passion
  • 6. The organisation I worked for had to save £160 million in the next 5 years
  • 7. Costs per transaction • Face-to-face £8.23 • Telephone £3.21 • Website £0.39 Source: SOCITM (Society for IT Managers), 2009
  • 9. Making Council web services useful and usable saves public money
  • 10. We came a long way in 5 years… 2006 2011 Occasional usability Dedicated UX Architect survey UX techniques and skills embedded
  • 11. UX Maturity Model diagram from an article by @rfeijo http://johnnyholland.org/2010/04/16/planning-your-ux-strategy/ We got to here
  • 12. How did we get started? Photo by Sarah and Mike …probably http://www.flickr.com/photos/sarahandmikeprobably/4266668689/
  • 13. UX techniques are not hard to pick up
  • 14. But knowing when and why to use them takes experience
  • 16. Start with small but perfectly formed projects Research Improve Design Evaluate Prototype
  • 17. Demonstrate the value of using UX methods, however small the project
  • 19. Some stakeholders have strong opinions
  • 20. Data can speak volumes
  • 21. Use data to tell a story about your users User testing / interviews Customer feedback Call centre stats Analytics
  • 23. Highlighting poor design and content requires tact and diplomacy
  • 24. Always point out something positive as well as the negatives Use familiar language e.g. ‘customer focus’, ‘customer experience’ Photo by hatalmas http://www.flickr.com/photos/hatalmas/6094281702
  • 26. Find a UX Champion who can gain organisational support and resources UX rocks!! Photo by Dunechaser http://www.flickr.com/photos/dunechaser/3538429942/
  • 28. If you have budget available and decide to use external expertise
  • 29. Find a supplier who’ll work collaboratively Work collaboratively And help transfer skills to in-house teams Photo by Lollyman: http://www.flickr.com/photos/lollyman/4424552903
  • 31. The whole team can learn UX skills
  • 32. Everyone in the team could use Analytics data or do an expert review Photo by Oblong http://www.flickr.com/photos/oblongpictures/5250948891
  • 33. Anyone can have design ideas
  • 34. The person who created these sketches had no prior UX experience
  • 35. Developers appreciate design input when it makes their lives easier
  • 37. Regular user testing is an invaluable way to get early feedback on designs Photo by Kaptain Kobold http://www.flickr.com/photos/kaptainkobold/5181464194
  • 38. Recruiting users can be time consuming and expensive
  • 39. Maximise opportunities to recruit users e.g. add a check box on customer surveys / feedback forms, or a question to the call centre scripts
  • 41. It’s your job to sell the value of UX
  • 42. Set targets and evaluate and benchmark using consistent metrics
  • 44. UX people should influence all areas of the business that impact on customers
  • 45. Procurement decisions are often only based on cost and business requirements
  • 46. Bad UX costs the business through increased calls to customer support Photo by ntr23 http://www.flickr.com/photos/ntr23/4435476085
  • 47. Integrate usability evaluations and accessibility audits into procurement
  • 48. Speak to customer support to understand customer problems
  • 50. Standardising processes and templates saves time and helps with a UX roll out
  • 51. We integrated UX processes into Agile (Scrum) processes
  • 52. Creating method cards helped develop UX knowledge and summarise when and how to use UX techniques
  • 53. Method cards courtesy of http://nform.com/tradingcards/
  • 54. Leave room to experiment with new techniques – don’t be too prescriptive
  • 56. UX can become a full time job
  • 57. It’s often only a small percentage of your job role
  • 58. After 4 years we created a dedicated UX Architect role
  • 59. Developing UX skills, retaining talent and recruiting is hard work
  • 61. Do you know who your users are? Photo by Joe Shablotnik http://www.flickr.com/photos/joeshlabotnik/305410323/
  • 62. Work with data experts¹ to segment customers and help create personas, to enable everyone in the organisation to know their users 1. Data experts could be market researchers or data analysts
  • 63. Use personas to bring your user data to life Photo by Canned Tuna http://www.flickr.com/photos/cannedtuna/4852756417/
  • 64. We created personas with quantitative data (demographic and transactional) as well as qualitative data
  • 65. Personas inform service design, not just website and application design
  • 66. UX was being considered at each point in a customer journey
  • 67. A team which collaborates and learns together can achieve great things Photo by Rob Young http://www.flickr.com/photos/rob-young/2835825416
  • 68. UX adoption / maturity survey • Based on Human Factors International checklist (developed after 2009 survey) • 65 respondents, sourced from UX networks and groups (London IA, LinkedIn, Twitter)
  • 71. 46% Have executive support 30% At senior executive level (V or C level)
  • 73. 24% strategy Have a published UX or vision statement 13% 19% Review or update State that UX is an it regularly organisational success driver
  • 74. Most popular UX techniques
  • 76. 16%standardised Use the same shared / UX methods within the organisation 22% 11% UX research is a Have a published required step UX standard
  • 77. 41% values and Said their organisation recognises UX successes
  • 78. 25% Define measurable success criteria and performance metrics for every website or application they develop 8% Measure and report ROI
  • 79. 36% part of Said UX skills are a recognised their job description 38% 22% Have staff Provide training / dedicated to UX education for non- 100% of the time UX staff
  • 80. Challenges • Resources - limited resources and budget • Communication / education - lack of understanding of what UX is • Strategy – lack of UX vision; lack of mandate; de-centralisation leads to departmental silos; no centralised UX plan; UX as a ‘bolt on’ • Change – fear of change
  • 81. Top tips • Sell the benefits and value • Gain buy in and engage others e.g. observing user testing, sketching and ideation sessions • Go undercover • But at some point you’ll need to embed and formalise the process
  • 83. “No matter how impassioned your approach, it’s impossible to take a company straight from UX indifference to UX maturity. The demands are too disruptive. Focus, as the undercover manifesto suggests, on big change through small victories, slowly winning the hearts and minds and convincing your team of the need for UX approaches .” Cennydd Bowles, James Box
  • 84. Thanks for listening! Photo by brieuc_s http://www.flickr.com/photos/brieuc/4225881624/
  • 85. Get in touch Michele Ide-Smith User Experience Specialist Red Gate Software michele.ide-smith@red-gate.com @micheleidesmith www.ide-smith.co.uk www.linkedin.com/in/micheleidesmith

Editor's Notes

  1. Developed by Fred Davis in 1989, to provide a valid and reliable method of predicting user acceptance of information systems. TAM is an extension of the Theory of Planned Behaviour (Azjen, 1989) but uses two key measures: perceived usefulness and perceived ease of use.Perceived usefulness is defined here as "the degree to which a person believes that using a particular system would enhance his or her job performance.“Perceived ease of use, in contrast, refers to "the degree to which a person believes that using a particular system would be free of effort."
  2. Choose a self-contained project
  3. School closures page – analyticsLibraries – card sorting how people understand the term ‘your library online’OU – course listing on home page
  4. My Manager and Director are both supportive of UX