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Lightning Talk #6: UX Coaching for Organisational Transformation by Jodine Stodart

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UX coaching done well can motivate the disenchanted and inspire the disconnected. Join Jodine as she shares perspectives from her experience as an ‘outsider’ bringing UX coaching into organizations that have a high demand for UX work but lack the internal expertise. She will also offer some principles for smoothing the coaching journey so that you / your clients can reach a common goal — to give internal teams the experience of engaging directly with customers, and to empower teams to integrate new UX methods into their work with confidence, enthusiasm, and pride.

Published in: Design
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Lightning Talk #6: UX Coaching for Organisational Transformation by Jodine Stodart

  1. 1. UX Coaching 
 for organisational transformation Jodine Stodart Twitter @jUXposition
  2. 2. UX COACHING OUTCOMES Transformative for both end USERS and the TEAMS being coached
  3. 3. Digital Arts Network
 is the TBWA Group’s global digital capability. 23 full-service offices, 
 with over 1000 
 digital specialists. 12 Digital Arts Labs, centres of excellence 
 for key capabilities.
  4. 4. Specialist Labs Auckland hosts 
 the Digital Arts Lab for 
 User Experience Design. UXDESIGN
  5. 5. Brand Development Above the Line
 Advertising Public
 Relations Experience Strategy Experience Design Experience Optimisation Digital Marketing Direct Content Social TBWA Digital Arts
  6. 6. XS Experience 
 Strategy Roadmaps for 
 connected multi-channel experiences
  7. 7. Case Studies What made it successful?
  8. 8. Case Studies “The process has been life changing.” “They brought the business together around a whole new way of working.” “It’s changing the way that people work.”
  9. 9. The coaching projects have the following characteristics in common: •  External consultant going inside / onsite at an organisation •  Working alongside a dedicated digital team in house •  For 6 – 12 weeks Case Studies
  10. 10. Orientating Demonstrating Facilitating Supporting Key stages
  11. 11. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting
  12. 12. Pre-conditions for Success
  13. 13. Pre-conditions for Success There is an existing team dedicated to a channels success 8/10/16 Commercial in confidence 13
  14. 14. The team have been experiencing discomfort for some time now 8/10/16 Commercial in confidence 14 Pre-conditions for Success
  15. 15. There is a customer centric ethos evident in important strategic documents 8/10/16 Commercial in confidence 15 Pre-conditions for Success
  16. 16. The business recognises the need for change 8/10/16 Commercial in confidence 16 Pre-conditions for Success
  17. 17. Coaching is effective when a customers poor experience is felt all the way at the top
  18. 18. Touchpoint Organisation Customers
  19. 19. The pain of change 
 is less than 
 the pain of staying the same…
  20. 20. Orientating Demonstrating Facilitating Supporting Key stages
  21. 21. Orientation What type of work the team is engaged in? Has the organisation allocated the right people? What kind of culture or environment is the team working in?
  22. 22. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting
  23. 23. Get them out of their day to day People are resourced to coaching – ideally at least 50% of their time. 8/10/16 Commercial in confidence 23 Create space for team members to get away from their daily workload. Support to re-prioritise workload so they can focus on learning.
  24. 24. Change their physical space Set up a whole new dedicated project room. 8/10/16 Commercial in confidence 24 Move their workspace offsite. Put up new artefacts / work in progress on the walls.
  25. 25. Build trust You have acknowledged their workload. 8/10/16 Commercial in confidence 25 You have helped them acquire time and space to think and learn. You have created a space for the new to enter.
  26. 26. If the team are not available… You will have very limited success. 8/10/16 Commercial in confidence 26 The team will not have the headspace to adopt new methods. ‘New’ things are more likely to be rejected.
  27. 27. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting Listen
  28. 28. Get to know the team Listen to what they are saying. 8/10/16 Commercial in confidence 28 Spend time formally interviewing each team member. Spend time informally over coffees, lunch, discussions.
  29. 29. Feel their pain Empathise and take note of pain points. 8/10/16 Commercial in confidence 29 Validate their experiences. Include their issues as outcomes.
  30. 30. Orientating Demonstrating Facilitating Supporting Key stages
  31. 31. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting Evidence
  32. 32. Show them how UX practice or good UX process can help Demonstrate the value of UX. 8/10/16 Commercial in confidence 32 If they know the value, then demonstrate the how.
  33. 33. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting Exposure
  34. 34. If they are not already, get them talking to their users / customers Role play activities 8/10/16 Commercial in confidence 34 Demonstrate during real sessions Observe them doing it themselves
  35. 35. 8/10/16 The value of talking to users should become clear as they do it.
  36. 36. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting Control
  37. 37. The team feel a little more armed with insights and methods to inform their decisions or their stakeholders decisions Ensure they regroup and debrief with each other 8/10/16 Commercial in confidence 37 Capture their thoughts on testing with users
  38. 38. Orientating Demonstrating Facilitating Supporting Key stages
  39. 39. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting
  40. 40. Ensure the team has ownership over all the tools and artifacts of research E.g. Survey results, test scripts, personas need to be created and maintained by the team 8/10/16 Commercial in confidence 40 Engages the team further into the practice of UX. Enables the team to keep going after your gone.
  41. 41. Important they feel the sense of achievement through participating directly. 8/10/16 Commercial in confidence 41
  42. 42. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting
  43. 43. Part of engagement and ownership is direct participation and team collaboration Be collaborative in your work with the team 8/10/16 Commercial in confidence 43 Work through exercises together Do qualitative data analysis together as a group
  44. 44. Collaborate Get the whole team involved in analysis
  45. 45. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting
  46. 46. Bring everyone along the journey as far as possible. Some people will be skeptical or resistant. 8/10/16 Commercial in confidence 46 Give them time to see some of the benefits of UX practice in project.
  47. 47. Orientating Demonstrating Facilitating Supporting Key stages
  48. 48. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting
  49. 49. Ease off the support slowly Ideally they are already taking the initiative to do things on their own. 8/10/16 Commercial in confidence 49 If not, create circumstances where they can give it a go alone.
  50. 50. Comfort Zone Too far out too soon = high stress!
  51. 51. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting
  52. 52. Make it ok to fail and learn Important there is a high tolerance for things going wrong / not according to plan 8/10/16 Commercial in confidence 52 Important there is a practice for capturing the learnings – in daily or weekly retrospectives Encourage an atmosphere of continuous learning and beginners mindset
  53. 53. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting
  54. 54. 8/10/16 Commercial in 54 Post-it Fatigue
  55. 55. Key Principles
  56. 56. Key Principles Ensure you have the right conditions to start with Listen and act on their pain / problems if possible 8/10/16 Commercial in confidence 56 Demonstrate the value and methods of UX Give them ownership of process and artefacts Slowly ease off support Be mindful of peoples comfort zones
  57. 57. UX COACHING OUTCOMES Transformative for both end USERS and the TEAMS being coached

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