Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Bringing Order to the Chaos: Good UX Governance

116 views

Published on

Talk given at UX Scotland 2018 on the topic of UX Governance

Published in: Design
  • Be the first to comment

  • Be the first to like this

Bringing Order to the Chaos: Good UX Governance

  1. 1. Bringing Order to the Chaos Good UX Governance @ steve_denning @ uservision Steve Denning UX Director | User Vision
  2. 2. @steve_denning @uservision 2
  3. 3. @steve_denning @uservision “70% of buying experiences are based on how the customer feels they are being treated.” McKinsey 3
  4. 4. @steve_denning @uservision “55% of consumers would pay more for a better experience.” Defaqto Research 4
  5. 5. @steve_denning @uservision “Experience will overtake price and product as the key brand differentiator by the year 2020.” Walker 5
  6. 6. @steve_denning @uservision “72% of businesses say that improving the customer experience is their top priority.” Forrester 6
  7. 7. @steve_denning @uservision “By 2018, more than 50% of organisations will implement significant business model changes in their efforts to improve the customer experience.” Gartner 7
  8. 8. @steve_denning @uservision 8Source: Design Management Institute
  9. 9. @steve_denning @uservision 9Source: Robert Pressman Design Development Launch $1 à $100 ROI
  10. 10. @steve_denning @uservision 10Source: NN/g x100 x1000 x100 Software ergonomics Human factors Usability UX/CX Service Design ????
  11. 11. @steve_denning @uservision 11
  12. 12. @steve_denning @uservision ? 12
  13. 13. @steve_denning @uservision 13
  14. 14. @steve_denning @uservision 14
  15. 15. @steve_denning @uservision 15
  16. 16. @steve_denning @uservision (UX) Governance 16
  17. 17. @steve_denning @uservision 17Source: Peter Fossick
  18. 18. @steve_denning @uservision “Consistent management, cohesive policies, guidance, processes and decision-rights for a given area of responsibility, with proper oversight and accountability” ~ BPMInstitute 18
  19. 19. @steve_denning @uservision 19 UX Research UX Design UX Evaluation Governance Process QualityStandards
  20. 20. @steve_denning @uservision 20Source: Apple
  21. 21. @steve_denning @uservision 21Source: Apple
  22. 22. @steve_denning @uservision 22
  23. 23. @steve_denning @uservision 23Source: Unsplash
  24. 24. @steve_denning @uservision 24Source: Unsplash
  25. 25. @steve_denning @uservision What Who When How 25
  26. 26. @steve_denning @uservision “Good collaboration” ~ Welchman 26
  27. 27. @steve_denning @uservision 27Source: Unsplash
  28. 28. @steve_denning @uservision UX Maturity 28 Absent Informal Recognised Managed Integrated
  29. 29. @steve_denning @uservision 29Based on Welchman Digital Governance Maturity Curve Absent Informal Integrated Recognised Managed CHAOS?
  30. 30. @steve_denning @uservision 30 G O A L
  31. 31. @steve_denning @uservision 31
  32. 32. @steve_denning @uservision 32 GOAL
  33. 33. @steve_denning @uservision 33 UX Governance Strategy Leadership TeamProcess Measurement
  34. 34. @steve_denning @uservision 34 UX Governance Strategy Leadership TeamProcess Measurement
  35. 35. @steve_denning @uservision 35 UX Research UX Design UX Evaluation UX Strategy Governance
  36. 36. @steve_denning @uservision A Definition of UX Strategy* An actionable plan to move towards an intentional and cohesive experience across all customer touchpoints, that is consistent with the goals, vision and values of the organisation. * Other definitions are available 36
  37. 37. @steve_denning @uservision 37
  38. 38. @steve_denning @uservision But why? Clearly communicates where you want to be States processes and activities need to set up or improve Articulates roles and responsibilities Provides a set of guidelines and principles to steer processes Educates and raises awareness Provides direction for budgeting 38
  39. 39. @steve_denning @uservision The Strategic Pyramid 39 VISION What wewant tobe MISSION Whyweexist VALUES What webelievein GOALS What wewant toachieve STRATEGY Howtoachieveit ACTION PLAN & MEASURES What needstobedone
  40. 40. @steve_denning @uservision Workshop Align with corporate vision Socialise
  41. 41. @steve_denning @uservision 41 UX Governance Strategy Leadership TeamProcess Measurement
  42. 42. @steve_denning @uservision Champion 42
  43. 43. @steve_denning @uservision Leader 43
  44. 44. @steve_denning @uservision Try to involve senior management Share successes Find the right practice lead
  45. 45. @steve_denning @uservision 45 UX Governance Strategy Leadership TeamProcess Measurement
  46. 46. @steve_denning @uservision Team Structures 46 £ 1. Fully Centralised £ 2. Centralised with assignments £ £ £ £ 3. Matrixed £ £ £ £ 4. Full Hybrid 5. Fully Distributed Source: Nancy Dickenson & Christian Rohrer £ £ £ = Lead £ = Funding
  47. 47. @steve_denning @uservision 47Source: Nancy Dickenson & Christian Rohrer Organisational structures 1. Fully Centralised 2. Centralisedwith assignments 3. Matrixed 4. Full Hybrid 5. Fully Distributed Description Funding and UX reporting are centralised Central UX group assigns resources to business. All central funding. BU-funded teams report into central UX or BU with dotted line to the other. Central team and BU-funded teams. No dotted line reporting. BU-funded teams only. No central UX organisation. Global UXstrategy Standards Domainknowledge Workswell inagile Shift resourcesquickly Career development Alignment with BU/product priorities
  48. 48. @steve_denning @uservision Team Considerations Shared view of vision and strategy Team structure Roles and responsibilities Career development Job titles 48
  49. 49. @steve_denning @uservision Understand current structure Evaluate structure against needs Create clear responsibilities and job titles
  50. 50. @steve_denning @uservision
  51. 51. @steve_denning @uservision 51 UX Governance Strategy Leadership TeamProcess Measurement
  52. 52. @steve_denning @uservision Process considerations Consistent approach Common methods Toolchain Style/Design Patterns Standardised deliverables 52
  53. 53. @steve_denning @uservision 53 Consistency for consistency's sake = no. Consistency for predictability's sake = yes. ~ Luke Wroblewski
  54. 54. @steve_denning @uservision Understand the current process Identify pain points Clarify and optimise Socialise
  55. 55. @steve_denning @uservision 55 UX Governance Strategy Leadership TeamProcess Measurement
  56. 56. @steve_denning @uservision 56 “More customer focused” “A better user experience, easy and simple”“Customer first” “Put the customer at the core” “Increase satisfaction”“User-friendly”
  57. 57. @steve_denning @uservision “If you don’t know the value of what you are doing, there is no value” ~ Gerry McGovern 57
  58. 58. @steve_denning @uservision The Strategic Pyramid 58 VISION What wewant tobe MISSION Whyweexist VALUES What webelievein GOALS What wewant toachieve STRATEGY Howtoachieveit ACTION PLAN & MEASURES What needstobedone
  59. 59. @steve_denning @uservision MARKET POSITION Overall organisational objectives BOARD LEVEL Organisational strategyandbusinessfunction objectives MANAGEMENT & LEADERSHIP Performanceindicators DELIVERY Operational indicators The KPI Pyramid 59 End to end customer experience Tactical Strategic Product/ Function Product/ Function Product/ Function Product/ Function
  60. 60. @steve_denning @uservision 60 Wisdom Insight Knowledge Data Source: Arron Walter UX matters
  61. 61. @steve_denning @uservision Typical Business KPIs Better conversion rates and better cross sales Improved customer retention More recommendations to other users Reduced steps in a process Reduced support (customer service & training) Increased satisfaction 61
  62. 62. @steve_denning @uservision Create indicators that feed into organisational goals Collaborative approach to agreeing KPIs Measure and socialise
  63. 63. @steve_denning @uservision
  64. 64. User Vision 55 North Castle Street Edinburgh EH2 3QA Tel: 0131 225 0850 @steve_denning @UserVision www.uservision.co.uk stephen@uservision.co.uk 1. Chaos is a typical stage in the maturity process 2. Governance is not something to be feared 3. Governance is good collaboration 4. Strategy needs to be based on vision 5. Governance add the “what”, “where”, “when” and “who”, to vision’s “why” 6. Governance should be socialised

×