SlideShare a Scribd company logo

Harnessing the Value of UX

Jason Ulaszek
Jason Ulaszek
Jason UlaszekExperience Designer, Instructor, Tinkerer, Activist at Inzovu

Presentation from the 2014 Product, Customer and User Experience Summit in Chicago on June 16, 2014. The presentation discusses the context for UX as strategy, provides an example of applying a UX approach to informing your business and experience strategy, measuring the impact of UX and what's needed to sustain and build upon the value of UX within an organization.

Harnessing the Value of UX

1 of 60
Download to read offline
HARNESSING THE VALUE OF UX
Leveraging the practice of experience
design to create business value
Jason Ulaszek @webbit Product, Customer & User
Experience Summit
June 16, 2014
@webbit
OUTLINE
•The Backstory
•UX IS Strategy
•Measuring Impact
•Sustainability
A design approach that’s here to stay.
THE BACKSTORY
3
@webbit
A QUICK LOOK BACK…
20+ years ago
Tomorrow
WEB DESIGN
CORPORATE STRATEGY + ECOMMERCE
DIGITAL PRODUCT DEVELOPMENT
INNOVATION + CUSTOMER EXPERIENCE
DIGITAL + PHYSICAL MASH-UP
???
@webbit
A TERM WAS BORN
UXUser Experience Design
Multi-disciplinary design approach that builds customer satisfaction,
loyalty and engagement by creating easy to use and pleasurable
interactions between a customer and a product/service
@webbit
Dan Saffer: http://bit.ly/1aDkiG7
Ad

Recommended

Setting Course: Design Research to Experience Roadmap
Setting Course: Design Research to Experience RoadmapSetting Course: Design Research to Experience Roadmap
Setting Course: Design Research to Experience RoadmapJason Ulaszek
 
Doors, Walls and Old Trees: Prioritizing to Get Simple
Doors, Walls and Old Trees: Prioritizing to Get SimpleDoors, Walls and Old Trees: Prioritizing to Get Simple
Doors, Walls and Old Trees: Prioritizing to Get SimpleJason Ulaszek
 
UXPA 2015 UX Strategy Tutorial
UXPA 2015 UX Strategy TutorialUXPA 2015 UX Strategy Tutorial
UXPA 2015 UX Strategy TutorialStephen Denning
 
ProductTank: What do UX people want from PMs and how can they best work toget...
ProductTank: What do UX people want from PMs and how can they best work toget...ProductTank: What do UX people want from PMs and how can they best work toget...
ProductTank: What do UX people want from PMs and how can they best work toget...Mind the Product
 
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.John Whalen
 
Dynamic Design (magazine/issue 1/fall 2015)
Dynamic Design (magazine/issue 1/fall 2015)Dynamic Design (magazine/issue 1/fall 2015)
Dynamic Design (magazine/issue 1/fall 2015)Henk Haaima
 
Sell yourselves better: What a UX employer looks for
Sell yourselves better: What a UX employer looks forSell yourselves better: What a UX employer looks for
Sell yourselves better: What a UX employer looks forJason Mesut
 
5 Strategies to Maximize your UX Influence
5 Strategies to Maximize your UX Influence5 Strategies to Maximize your UX Influence
5 Strategies to Maximize your UX InfluenceUXPA International
 

More Related Content

What's hot

Adapting Designers' tools, methodologies for the future
Adapting Designers' tools, methodologies for the futureAdapting Designers' tools, methodologies for the future
Adapting Designers' tools, methodologies for the futureAriana Koblitz
 
UX Design: An Introduction
UX Design: An IntroductionUX Design: An Introduction
UX Design: An IntroductionSmitha Prasadh
 
Building the User Experience Community at SDL
Building the User Experience Community at SDLBuilding the User Experience Community at SDL
Building the User Experience Community at SDLPhilipp Engel
 
Abby Y Covert: An Information Architecture Portfolio
Abby Y Covert: An Information Architecture Portfolio Abby Y Covert: An Information Architecture Portfolio
Abby Y Covert: An Information Architecture Portfolio Abby Covert
 
Changing the Role User Experience Plays in Your Business — DUX 2007
Changing the Role User Experience Plays in Your Business — DUX 2007Changing the Role User Experience Plays in Your Business — DUX 2007
Changing the Role User Experience Plays in Your Business — DUX 2007Richard Anderson
 
User Interface Design Style Guides are Not Dead, they Just Smell Funny
User Interface Design Style Guides are Not Dead, they Just Smell FunnyUser Interface Design Style Guides are Not Dead, they Just Smell Funny
User Interface Design Style Guides are Not Dead, they Just Smell FunnyUXPA International
 
Portfolios Matter: Building the Portfolio to Win the Job
Portfolios Matter: Building the Portfolio to Win the JobPortfolios Matter: Building the Portfolio to Win the Job
Portfolios Matter: Building the Portfolio to Win the JobLynn Teo
 
Design Thinking + Agile UX + Agile Development
Design Thinking + Agile UX + Agile Development Design Thinking + Agile UX + Agile Development
Design Thinking + Agile UX + Agile Development Chris Becker
 
Why UX Matters As You Scale
Why UX Matters As You ScaleWhy UX Matters As You Scale
Why UX Matters As You Scalemikescopino
 
Bunnyfoot UX Strategy Workshop
Bunnyfoot UX Strategy WorkshopBunnyfoot UX Strategy Workshop
Bunnyfoot UX Strategy WorkshopDavid Williams
 
Tell Me What You Do: How Storytelling Makes You a Better Designer
Tell Me What You Do: How Storytelling Makes You a Better DesignerTell Me What You Do: How Storytelling Makes You a Better Designer
Tell Me What You Do: How Storytelling Makes You a Better DesignerMary Wharmby
 
How Ethnography Can Save You Money
How Ethnography Can Save You MoneyHow Ethnography Can Save You Money
How Ethnography Can Save You MoneyUXPA International
 
UX & Design Thinking for BI Applications
UX & Design Thinking for BI ApplicationsUX & Design Thinking for BI Applications
UX & Design Thinking for BI Applicationsibi
 
CX Design and Journey Mapping for Social Thinkers
CX Design and Journey Mapping for Social ThinkersCX Design and Journey Mapping for Social Thinkers
CX Design and Journey Mapping for Social ThinkersJohn Kembel
 
Mapping Experiences
Mapping Experiences Mapping Experiences
Mapping Experiences Jim Kalbach
 
Designing a Sustainable Enterprise UX Process
Designing a Sustainable Enterprise UX ProcessDesigning a Sustainable Enterprise UX Process
Designing a Sustainable Enterprise UX Processuxpin
 
Storytelling and the Art of Getting the Design Job
Storytelling and the Art of Getting the Design JobStorytelling and the Art of Getting the Design Job
Storytelling and the Art of Getting the Design JobUXPA International
 
Evolving an in-house design practice
Evolving an in-house design practiceEvolving an in-house design practice
Evolving an in-house design practicePradeep Nayar
 
Research Operations at Scale (Christian Rohrer at DesignOps Summit 2017)
Research Operations at Scale (Christian Rohrer at DesignOps Summit 2017)Research Operations at Scale (Christian Rohrer at DesignOps Summit 2017)
Research Operations at Scale (Christian Rohrer at DesignOps Summit 2017)Rosenfeld Media
 

What's hot (20)

Adapting Designers' tools, methodologies for the future
Adapting Designers' tools, methodologies for the futureAdapting Designers' tools, methodologies for the future
Adapting Designers' tools, methodologies for the future
 
UX Design: An Introduction
UX Design: An IntroductionUX Design: An Introduction
UX Design: An Introduction
 
Building the User Experience Community at SDL
Building the User Experience Community at SDLBuilding the User Experience Community at SDL
Building the User Experience Community at SDL
 
Abby Y Covert: An Information Architecture Portfolio
Abby Y Covert: An Information Architecture Portfolio Abby Y Covert: An Information Architecture Portfolio
Abby Y Covert: An Information Architecture Portfolio
 
Changing the Role User Experience Plays in Your Business — DUX 2007
Changing the Role User Experience Plays in Your Business — DUX 2007Changing the Role User Experience Plays in Your Business — DUX 2007
Changing the Role User Experience Plays in Your Business — DUX 2007
 
User Interface Design Style Guides are Not Dead, they Just Smell Funny
User Interface Design Style Guides are Not Dead, they Just Smell FunnyUser Interface Design Style Guides are Not Dead, they Just Smell Funny
User Interface Design Style Guides are Not Dead, they Just Smell Funny
 
Portfolios Matter: Building the Portfolio to Win the Job
Portfolios Matter: Building the Portfolio to Win the JobPortfolios Matter: Building the Portfolio to Win the Job
Portfolios Matter: Building the Portfolio to Win the Job
 
Design Thinking + Agile UX + Agile Development
Design Thinking + Agile UX + Agile Development Design Thinking + Agile UX + Agile Development
Design Thinking + Agile UX + Agile Development
 
Why UX Matters As You Scale
Why UX Matters As You ScaleWhy UX Matters As You Scale
Why UX Matters As You Scale
 
Bunnyfoot UX Strategy Workshop
Bunnyfoot UX Strategy WorkshopBunnyfoot UX Strategy Workshop
Bunnyfoot UX Strategy Workshop
 
The Future of Personas
The Future of PersonasThe Future of Personas
The Future of Personas
 
Tell Me What You Do: How Storytelling Makes You a Better Designer
Tell Me What You Do: How Storytelling Makes You a Better DesignerTell Me What You Do: How Storytelling Makes You a Better Designer
Tell Me What You Do: How Storytelling Makes You a Better Designer
 
How Ethnography Can Save You Money
How Ethnography Can Save You MoneyHow Ethnography Can Save You Money
How Ethnography Can Save You Money
 
UX & Design Thinking for BI Applications
UX & Design Thinking for BI ApplicationsUX & Design Thinking for BI Applications
UX & Design Thinking for BI Applications
 
CX Design and Journey Mapping for Social Thinkers
CX Design and Journey Mapping for Social ThinkersCX Design and Journey Mapping for Social Thinkers
CX Design and Journey Mapping for Social Thinkers
 
Mapping Experiences
Mapping Experiences Mapping Experiences
Mapping Experiences
 
Designing a Sustainable Enterprise UX Process
Designing a Sustainable Enterprise UX ProcessDesigning a Sustainable Enterprise UX Process
Designing a Sustainable Enterprise UX Process
 
Storytelling and the Art of Getting the Design Job
Storytelling and the Art of Getting the Design JobStorytelling and the Art of Getting the Design Job
Storytelling and the Art of Getting the Design Job
 
Evolving an in-house design practice
Evolving an in-house design practiceEvolving an in-house design practice
Evolving an in-house design practice
 
Research Operations at Scale (Christian Rohrer at DesignOps Summit 2017)
Research Operations at Scale (Christian Rohrer at DesignOps Summit 2017)Research Operations at Scale (Christian Rohrer at DesignOps Summit 2017)
Research Operations at Scale (Christian Rohrer at DesignOps Summit 2017)
 

Viewers also liked

Leadership Tools for Better Teams - Personal History Exercise - 20150615
Leadership Tools for Better Teams - Personal History Exercise - 20150615Leadership Tools for Better Teams - Personal History Exercise - 20150615
Leadership Tools for Better Teams - Personal History Exercise - 20150615Joel Wenger
 
Effect Of Motivation On Individual And Team Performance
Effect Of Motivation On Individual And Team PerformanceEffect Of Motivation On Individual And Team Performance
Effect Of Motivation On Individual And Team PerformanceSiddharthan VGJ
 
Building Better Teams - Overcoming the 5 Dysfunctions
Building Better Teams - Overcoming the 5 DysfunctionsBuilding Better Teams - Overcoming the 5 Dysfunctions
Building Better Teams - Overcoming the 5 DysfunctionsJoel Wenger
 
Team Effectiveness Model
Team Effectiveness ModelTeam Effectiveness Model
Team Effectiveness Modelsundayadebowale
 
Creating effective teams ppt
Creating effective teams pptCreating effective teams ppt
Creating effective teams pptSumit Malhotra
 

Viewers also liked (10)

Leadership Tools for Better Teams - Personal History Exercise - 20150615
Leadership Tools for Better Teams - Personal History Exercise - 20150615Leadership Tools for Better Teams - Personal History Exercise - 20150615
Leadership Tools for Better Teams - Personal History Exercise - 20150615
 
Effect Of Motivation On Individual And Team Performance
Effect Of Motivation On Individual And Team PerformanceEffect Of Motivation On Individual And Team Performance
Effect Of Motivation On Individual And Team Performance
 
Questionnaire on Performance Management System
Questionnaire on Performance Management SystemQuestionnaire on Performance Management System
Questionnaire on Performance Management System
 
Team Building
Team BuildingTeam Building
Team Building
 
Building Better Teams - Overcoming the 5 Dysfunctions
Building Better Teams - Overcoming the 5 DysfunctionsBuilding Better Teams - Overcoming the 5 Dysfunctions
Building Better Teams - Overcoming the 5 Dysfunctions
 
Effective Team Management - The Secret of Team Success
Effective Team Management - The Secret of Team SuccessEffective Team Management - The Secret of Team Success
Effective Team Management - The Secret of Team Success
 
Team Effectiveness
Team EffectivenessTeam Effectiveness
Team Effectiveness
 
Team Effectiveness Model
Team Effectiveness ModelTeam Effectiveness Model
Team Effectiveness Model
 
Creating effective teams ppt
Creating effective teams pptCreating effective teams ppt
Creating effective teams ppt
 
Team Effectiveness
Team EffectivenessTeam Effectiveness
Team Effectiveness
 

Similar to Harnessing the Value of UX

Generating Insights: Using Competitive Assessment to Shape Your Content Strategy
Generating Insights: Using Competitive Assessment to Shape Your Content StrategyGenerating Insights: Using Competitive Assessment to Shape Your Content Strategy
Generating Insights: Using Competitive Assessment to Shape Your Content StrategyLaura Blaydon
 
Optimize Your Strategy - The Power of Combining Design Thinking and ROI Metrics
Optimize Your Strategy - The Power of Combining Design Thinking and ROI MetricsOptimize Your Strategy - The Power of Combining Design Thinking and ROI Metrics
Optimize Your Strategy - The Power of Combining Design Thinking and ROI MetricsUserZoom
 
The New SEO: User Behavior, Social Engagement and Brand Preference
The New SEO:  User Behavior, Social Engagement and Brand PreferenceThe New SEO:  User Behavior, Social Engagement and Brand Preference
The New SEO: User Behavior, Social Engagement and Brand PreferenceMary Mac
 
S aris quick_intro_25_4_18
S aris quick_intro_25_4_18S aris quick_intro_25_4_18
S aris quick_intro_25_4_18pm2120600
 
What is Persona development and how to create effective user persona?
What is Persona development and how to create effective user persona?What is Persona development and how to create effective user persona?
What is Persona development and how to create effective user persona?Advaiya Solutions, Inc.
 
Rise of the Content Engineer
Rise of the Content EngineerRise of the Content Engineer
Rise of the Content Engineerschulmanthorogood
 
Startup Career Bootcamp: Explore Opportunities at Startups
Startup Career Bootcamp: Explore Opportunities at Startups Startup Career Bootcamp: Explore Opportunities at Startups
Startup Career Bootcamp: Explore Opportunities at Startups Bita Shahian
 
Maryann Werner - Work Portfolio
Maryann Werner - Work PortfolioMaryann Werner - Work Portfolio
Maryann Werner - Work PortfolioMaryann Werner
 
Competitive Analysis: Strategic UX Spy Games - Lyle Kantrovich
Competitive Analysis: Strategic UX Spy Games - Lyle KantrovichCompetitive Analysis: Strategic UX Spy Games - Lyle Kantrovich
Competitive Analysis: Strategic UX Spy Games - Lyle KantrovichUXPA International
 
NTS 2014 Marketing and Communications Functional Track Session.
NTS 2014 Marketing and Communications Functional Track Session.NTS 2014 Marketing and Communications Functional Track Session.
NTS 2014 Marketing and Communications Functional Track Session.Josephus AYOOLA
 
What Does Full-on Personalization Look Like and How Do I Get There? Sitecore ...
What Does Full-on Personalization Look Like and How Do I Get There? Sitecore ...What Does Full-on Personalization Look Like and How Do I Get There? Sitecore ...
What Does Full-on Personalization Look Like and How Do I Get There? Sitecore ...Sean Rusinko
 
UX Design with Limited Resources
UX Design with Limited ResourcesUX Design with Limited Resources
UX Design with Limited ResourcesZeke Franco
 
The End of the Easy Button | How the Maturation of the Web Affects Digital St...
The End of the Easy Button | How the Maturation of the Web Affects Digital St...The End of the Easy Button | How the Maturation of the Web Affects Digital St...
The End of the Easy Button | How the Maturation of the Web Affects Digital St...David Hitt
 
Matthew Roach, Sanoma (AUS/UK/NL) - Conversion Hotel 2017 - keynote
Matthew Roach, Sanoma (AUS/UK/NL) - Conversion Hotel 2017 - keynoteMatthew Roach, Sanoma (AUS/UK/NL) - Conversion Hotel 2017 - keynote
Matthew Roach, Sanoma (AUS/UK/NL) - Conversion Hotel 2017 - keynoteOnline Dialogue
 
Conversion Optimization Framework to Build Sustainable and Repeat Growth
Conversion Optimization Framework to Build Sustainable and Repeat GrowthConversion Optimization Framework to Build Sustainable and Repeat Growth
Conversion Optimization Framework to Build Sustainable and Repeat GrowthTushar Purohit
 
How to Use Data to Drive Product Decisions by PayPal PM
How to Use Data to Drive Product Decisions by PayPal PMHow to Use Data to Drive Product Decisions by PayPal PM
How to Use Data to Drive Product Decisions by PayPal PMProduct School
 
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...AnnArborSPARK
 
Achieving Integrated Digital Marketing with Sitecore & HCL
Achieving Integrated Digital Marketing with Sitecore & HCLAchieving Integrated Digital Marketing with Sitecore & HCL
Achieving Integrated Digital Marketing with Sitecore & HCLSitecore
 
Marketing Professional Services
Marketing Professional ServicesMarketing Professional Services
Marketing Professional ServicesDavid Hitt
 

Similar to Harnessing the Value of UX (20)

Generating Insights: Using Competitive Assessment to Shape Your Content Strategy
Generating Insights: Using Competitive Assessment to Shape Your Content StrategyGenerating Insights: Using Competitive Assessment to Shape Your Content Strategy
Generating Insights: Using Competitive Assessment to Shape Your Content Strategy
 
Optimize Your Strategy - The Power of Combining Design Thinking and ROI Metrics
Optimize Your Strategy - The Power of Combining Design Thinking and ROI MetricsOptimize Your Strategy - The Power of Combining Design Thinking and ROI Metrics
Optimize Your Strategy - The Power of Combining Design Thinking and ROI Metrics
 
The New SEO: User Behavior, Social Engagement and Brand Preference
The New SEO:  User Behavior, Social Engagement and Brand PreferenceThe New SEO:  User Behavior, Social Engagement and Brand Preference
The New SEO: User Behavior, Social Engagement and Brand Preference
 
S aris quick_intro_25_4_18
S aris quick_intro_25_4_18S aris quick_intro_25_4_18
S aris quick_intro_25_4_18
 
What is Persona development and how to create effective user persona?
What is Persona development and how to create effective user persona?What is Persona development and how to create effective user persona?
What is Persona development and how to create effective user persona?
 
Rise of the Content Engineer
Rise of the Content EngineerRise of the Content Engineer
Rise of the Content Engineer
 
Startup Career Bootcamp: Explore Opportunities at Startups
Startup Career Bootcamp: Explore Opportunities at Startups Startup Career Bootcamp: Explore Opportunities at Startups
Startup Career Bootcamp: Explore Opportunities at Startups
 
Maryann Werner - Work Portfolio
Maryann Werner - Work PortfolioMaryann Werner - Work Portfolio
Maryann Werner - Work Portfolio
 
Competitive Analysis: Strategic UX Spy Games - Lyle Kantrovich
Competitive Analysis: Strategic UX Spy Games - Lyle KantrovichCompetitive Analysis: Strategic UX Spy Games - Lyle Kantrovich
Competitive Analysis: Strategic UX Spy Games - Lyle Kantrovich
 
NTS 2014 Marketing and Communications Functional Track Session.
NTS 2014 Marketing and Communications Functional Track Session.NTS 2014 Marketing and Communications Functional Track Session.
NTS 2014 Marketing and Communications Functional Track Session.
 
What Does Full-on Personalization Look Like and How Do I Get There? Sitecore ...
What Does Full-on Personalization Look Like and How Do I Get There? Sitecore ...What Does Full-on Personalization Look Like and How Do I Get There? Sitecore ...
What Does Full-on Personalization Look Like and How Do I Get There? Sitecore ...
 
UX Design with Limited Resources
UX Design with Limited ResourcesUX Design with Limited Resources
UX Design with Limited Resources
 
The End of the Easy Button | How the Maturation of the Web Affects Digital St...
The End of the Easy Button | How the Maturation of the Web Affects Digital St...The End of the Easy Button | How the Maturation of the Web Affects Digital St...
The End of the Easy Button | How the Maturation of the Web Affects Digital St...
 
Matthew Roach, Sanoma (AUS/UK/NL) - Conversion Hotel 2017 - keynote
Matthew Roach, Sanoma (AUS/UK/NL) - Conversion Hotel 2017 - keynoteMatthew Roach, Sanoma (AUS/UK/NL) - Conversion Hotel 2017 - keynote
Matthew Roach, Sanoma (AUS/UK/NL) - Conversion Hotel 2017 - keynote
 
Conversion Optimization Framework to Build Sustainable and Repeat Growth
Conversion Optimization Framework to Build Sustainable and Repeat GrowthConversion Optimization Framework to Build Sustainable and Repeat Growth
Conversion Optimization Framework to Build Sustainable and Repeat Growth
 
How to Use Data to Drive Product Decisions by PayPal PM
How to Use Data to Drive Product Decisions by PayPal PMHow to Use Data to Drive Product Decisions by PayPal PM
How to Use Data to Drive Product Decisions by PayPal PM
 
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
 
Achieving Integrated Digital Marketing with Sitecore & HCL
Achieving Integrated Digital Marketing with Sitecore & HCLAchieving Integrated Digital Marketing with Sitecore & HCL
Achieving Integrated Digital Marketing with Sitecore & HCL
 
Marketing Professional Services
Marketing Professional ServicesMarketing Professional Services
Marketing Professional Services
 
The ROI of UX
The ROI of UX The ROI of UX
The ROI of UX
 

Recently uploaded

Amadeus Hang and Cable Layouts UNCSA.pdf
Amadeus Hang and Cable Layouts UNCSA.pdfAmadeus Hang and Cable Layouts UNCSA.pdf
Amadeus Hang and Cable Layouts UNCSA.pdfLizShek
 
Land Management and sourcing land for sustainable Urban Development.
Land Management and sourcing land for sustainable Urban Development.Land Management and sourcing land for sustainable Urban Development.
Land Management and sourcing land for sustainable Urban Development.JIT KUMAR GUPTA
 
HTM Example Layouts Freedman Theatre.pdf
HTM Example Layouts Freedman Theatre.pdfHTM Example Layouts Freedman Theatre.pdf
HTM Example Layouts Freedman Theatre.pdfLizShek
 
December 2023 Issue - Fnewsmagazine SAIC
December 2023 Issue - Fnewsmagazine SAICDecember 2023 Issue - Fnewsmagazine SAIC
December 2023 Issue - Fnewsmagazine SAICaditisingh523288
 
ASIF KHAN-LANDSCAPE-DESIGN PORTFOLIO 2024 f.pdf
ASIF KHAN-LANDSCAPE-DESIGN PORTFOLIO 2024 f.pdfASIF KHAN-LANDSCAPE-DESIGN PORTFOLIO 2024 f.pdf
ASIF KHAN-LANDSCAPE-DESIGN PORTFOLIO 2024 f.pdfaekhan1019
 
Presentation on "Gothic Architecher".pptx
Presentation on "Gothic Architecher".pptxPresentation on "Gothic Architecher".pptx
Presentation on "Gothic Architecher".pptxASHIQUR RAHMAN
 
AWS-Architecture-Icons-Deck_For-Dark-BG_02062024.pptx
AWS-Architecture-Icons-Deck_For-Dark-BG_02062024.pptxAWS-Architecture-Icons-Deck_For-Dark-BG_02062024.pptx
AWS-Architecture-Icons-Deck_For-Dark-BG_02062024.pptxGopiNarahari1
 
Al-Aqsa Mosque History Thesis Defense by Slidesgo.pptx
Al-Aqsa Mosque History Thesis Defense by Slidesgo.pptxAl-Aqsa Mosque History Thesis Defense by Slidesgo.pptx
Al-Aqsa Mosque History Thesis Defense by Slidesgo.pptxBahaaRoshdy1
 
homescreen revamp homescreen revamphomescreen revamp
homescreen revamp homescreen revamphomescreen revamphomescreen revamp homescreen revamphomescreen revamp
homescreen revamp homescreen revamphomescreen revampvidya934261
 
November Issue 2023 - Fnewsmagazine SAIC
November Issue 2023 - Fnewsmagazine SAICNovember Issue 2023 - Fnewsmagazine SAIC
November Issue 2023 - Fnewsmagazine SAICaditisingh523288
 
Carpentry 7-8 explorartory (Week 3).pptx
Carpentry 7-8 explorartory (Week 3).pptxCarpentry 7-8 explorartory (Week 3).pptx
Carpentry 7-8 explorartory (Week 3).pptxMonroewellFajardo
 
the bloomberg office headquarters in London.pptx
the bloomberg office headquarters in London.pptxthe bloomberg office headquarters in London.pptx
the bloomberg office headquarters in London.pptxumerufitti
 
Spoleto Festival23 Hang and Cable Layouts.pdf
Spoleto Festival23 Hang and Cable Layouts.pdfSpoleto Festival23 Hang and Cable Layouts.pdf
Spoleto Festival23 Hang and Cable Layouts.pdfLizShek
 
Studio Surfaced - Textile Design Studio based out of Delhi NCR
Studio Surfaced - Textile Design Studio based out of Delhi NCRStudio Surfaced - Textile Design Studio based out of Delhi NCR
Studio Surfaced - Textile Design Studio based out of Delhi NCRSurfaced - Designs By Meera Narula
 
Portfolio of designs and Visualization Samuel Jayeola
Portfolio of designs and Visualization Samuel JayeolaPortfolio of designs and Visualization Samuel Jayeola
Portfolio of designs and Visualization Samuel JayeolaJayeola Samuel
 
Mother Courage and Her Children Layouts.pdf
Mother Courage and Her Children Layouts.pdfMother Courage and Her Children Layouts.pdf
Mother Courage and Her Children Layouts.pdfLizShek
 
Gerald Freedman Theatre Rep Re-Circuit.pdf
Gerald Freedman Theatre Rep Re-Circuit.pdfGerald Freedman Theatre Rep Re-Circuit.pdf
Gerald Freedman Theatre Rep Re-Circuit.pdfLizShek
 
Before and After Wheelchair Accessible Whole Home Remodel.pptx
Before and After Wheelchair Accessible Whole Home Remodel.pptxBefore and After Wheelchair Accessible Whole Home Remodel.pptx
Before and After Wheelchair Accessible Whole Home Remodel.pptxleahlareaupci
 
Mother Courage and Her Children Layouts.pdf
Mother Courage and Her Children Layouts.pdfMother Courage and Her Children Layouts.pdf
Mother Courage and Her Children Layouts.pdfLizShek
 
PAGE ONE PAGE TWO PAGE THREE PAGE FOUR.pdf
PAGE ONE PAGE TWO PAGE THREE PAGE FOUR.pdfPAGE ONE PAGE TWO PAGE THREE PAGE FOUR.pdf
PAGE ONE PAGE TWO PAGE THREE PAGE FOUR.pdfssuser799b33
 

Recently uploaded (20)

Amadeus Hang and Cable Layouts UNCSA.pdf
Amadeus Hang and Cable Layouts UNCSA.pdfAmadeus Hang and Cable Layouts UNCSA.pdf
Amadeus Hang and Cable Layouts UNCSA.pdf
 
Land Management and sourcing land for sustainable Urban Development.
Land Management and sourcing land for sustainable Urban Development.Land Management and sourcing land for sustainable Urban Development.
Land Management and sourcing land for sustainable Urban Development.
 
HTM Example Layouts Freedman Theatre.pdf
HTM Example Layouts Freedman Theatre.pdfHTM Example Layouts Freedman Theatre.pdf
HTM Example Layouts Freedman Theatre.pdf
 
December 2023 Issue - Fnewsmagazine SAIC
December 2023 Issue - Fnewsmagazine SAICDecember 2023 Issue - Fnewsmagazine SAIC
December 2023 Issue - Fnewsmagazine SAIC
 
ASIF KHAN-LANDSCAPE-DESIGN PORTFOLIO 2024 f.pdf
ASIF KHAN-LANDSCAPE-DESIGN PORTFOLIO 2024 f.pdfASIF KHAN-LANDSCAPE-DESIGN PORTFOLIO 2024 f.pdf
ASIF KHAN-LANDSCAPE-DESIGN PORTFOLIO 2024 f.pdf
 
Presentation on "Gothic Architecher".pptx
Presentation on "Gothic Architecher".pptxPresentation on "Gothic Architecher".pptx
Presentation on "Gothic Architecher".pptx
 
AWS-Architecture-Icons-Deck_For-Dark-BG_02062024.pptx
AWS-Architecture-Icons-Deck_For-Dark-BG_02062024.pptxAWS-Architecture-Icons-Deck_For-Dark-BG_02062024.pptx
AWS-Architecture-Icons-Deck_For-Dark-BG_02062024.pptx
 
Al-Aqsa Mosque History Thesis Defense by Slidesgo.pptx
Al-Aqsa Mosque History Thesis Defense by Slidesgo.pptxAl-Aqsa Mosque History Thesis Defense by Slidesgo.pptx
Al-Aqsa Mosque History Thesis Defense by Slidesgo.pptx
 
homescreen revamp homescreen revamphomescreen revamp
homescreen revamp homescreen revamphomescreen revamphomescreen revamp homescreen revamphomescreen revamp
homescreen revamp homescreen revamphomescreen revamp
 
November Issue 2023 - Fnewsmagazine SAIC
November Issue 2023 - Fnewsmagazine SAICNovember Issue 2023 - Fnewsmagazine SAIC
November Issue 2023 - Fnewsmagazine SAIC
 
Carpentry 7-8 explorartory (Week 3).pptx
Carpentry 7-8 explorartory (Week 3).pptxCarpentry 7-8 explorartory (Week 3).pptx
Carpentry 7-8 explorartory (Week 3).pptx
 
the bloomberg office headquarters in London.pptx
the bloomberg office headquarters in London.pptxthe bloomberg office headquarters in London.pptx
the bloomberg office headquarters in London.pptx
 
Spoleto Festival23 Hang and Cable Layouts.pdf
Spoleto Festival23 Hang and Cable Layouts.pdfSpoleto Festival23 Hang and Cable Layouts.pdf
Spoleto Festival23 Hang and Cable Layouts.pdf
 
Studio Surfaced - Textile Design Studio based out of Delhi NCR
Studio Surfaced - Textile Design Studio based out of Delhi NCRStudio Surfaced - Textile Design Studio based out of Delhi NCR
Studio Surfaced - Textile Design Studio based out of Delhi NCR
 
Portfolio of designs and Visualization Samuel Jayeola
Portfolio of designs and Visualization Samuel JayeolaPortfolio of designs and Visualization Samuel Jayeola
Portfolio of designs and Visualization Samuel Jayeola
 
Mother Courage and Her Children Layouts.pdf
Mother Courage and Her Children Layouts.pdfMother Courage and Her Children Layouts.pdf
Mother Courage and Her Children Layouts.pdf
 
Gerald Freedman Theatre Rep Re-Circuit.pdf
Gerald Freedman Theatre Rep Re-Circuit.pdfGerald Freedman Theatre Rep Re-Circuit.pdf
Gerald Freedman Theatre Rep Re-Circuit.pdf
 
Before and After Wheelchair Accessible Whole Home Remodel.pptx
Before and After Wheelchair Accessible Whole Home Remodel.pptxBefore and After Wheelchair Accessible Whole Home Remodel.pptx
Before and After Wheelchair Accessible Whole Home Remodel.pptx
 
Mother Courage and Her Children Layouts.pdf
Mother Courage and Her Children Layouts.pdfMother Courage and Her Children Layouts.pdf
Mother Courage and Her Children Layouts.pdf
 
PAGE ONE PAGE TWO PAGE THREE PAGE FOUR.pdf
PAGE ONE PAGE TWO PAGE THREE PAGE FOUR.pdfPAGE ONE PAGE TWO PAGE THREE PAGE FOUR.pdf
PAGE ONE PAGE TWO PAGE THREE PAGE FOUR.pdf
 

Harnessing the Value of UX

  • 1. HARNESSING THE VALUE OF UX Leveraging the practice of experience design to create business value Jason Ulaszek @webbit Product, Customer & User Experience Summit June 16, 2014
  • 2. @webbit OUTLINE •The Backstory •UX IS Strategy •Measuring Impact •Sustainability
  • 3. A design approach that’s here to stay. THE BACKSTORY 3
  • 4. @webbit A QUICK LOOK BACK… 20+ years ago Tomorrow WEB DESIGN CORPORATE STRATEGY + ECOMMERCE DIGITAL PRODUCT DEVELOPMENT INNOVATION + CUSTOMER EXPERIENCE DIGITAL + PHYSICAL MASH-UP ???
  • 5. @webbit A TERM WAS BORN UXUser Experience Design Multi-disciplinary design approach that builds customer satisfaction, loyalty and engagement by creating easy to use and pleasurable interactions between a customer and a product/service
  • 7. NOBODY SEEKS FRUSTRATION ON PURPOSE UX can help to create more relevant and valuable products AND ones that support versus constrain or frustrate.
  • 8. ALLOWS YOU TO SEEK UNDERSTANDING FIRST Understand the true nature of the problem or opportunity before you devise the product or solution
  • 9. HELPS STRIKES A BALANCE BETWEEN PEOPLE CREATING PRODUCTS AND THOSE USING THEM I’m selling more, yippee! Sweet, this is exactly what I wanted!
  • 10. AND IT REDUCES YOUR CHANCES OF FAILURE
  • 11. @webbit UX CAN HELP TODAY’S CHALLENGE Customers expect consistency & one conversation.
  • 12. @webbit IT PUSHES HOLISTIC THINKING The ENTIRE Experience (Ecosystem) Individual Experiences (Sites, apps, kiosks, etc.) Transactional Experiential
  • 13. @webbit A STUDY OF 15 COMPANIES
  • 14. @webbit SHARING SIX CHARACTERISTICS ✓ Publicly traded in the U.S. for the past 10+ years. ✓ Employs the strategic use of design. ✓ Has had growth in design-related technologies, talent acquisitions and facilities. ✓ Design is endemic to the structure of the organization. ✓ Design leadership present at the senior & divisional levels. ✓ Senior-level staff demonstrate a conscious decision and commitment to smart design.
  • 15. @webbit OUTPERFORMED S&P500 BY 228% Design Value Index by Motiv Strategies (January 2013) http://www.dmi.org/?DesignValue
  • 16. @webbit Using design methods to understand customer needs better as well as to reframe complex problems is leading to insights that constitute strategic competitive advantages. Further, utilizing top design talent to translate insights and new strategies into tangible solutions in hardware, software and service interactions helps companies grow faster through differentiation and better customer experiences. Design Value Index by Motiv Strategies (January 2013) http://www.dmi.org/?DesignValue “ ”
  • 17. Let’s examine some common questions and an approach. UX IS STRATEGY 17
  • 18. To instill empathy within the organization. HOW CAN I UNDERSTAND AND REACT TO MY CUSTOMERS NEEDS?
  • 19. To create uniformity across an entire customer ecosystem. WHERE SHOULD I FOCUS & ENGAGE? HOW CAN I OPTIMIZE WHAT I HAVE?
  • 20. To build engaging brand experiences that drive customer desire. HOW DO I CREATE GREATER BRAND AFFINITY?
  • 21. To develop a customer-centric culture that drives innovation. HOW CAN I SHIFT THE MINDSET OF MY ORGANIZATION & CREATE A COMMON UNDERSTANDING OF THE CUSTOMER?
  • 22. @webbit ASK YOURSELF… •How do I address these challenges? •What do I pull out of my “UX bag of tricks” to tackle them?
  • 24. @webbit STEP 1: DISCOVER • How do we disrupt the market? • How can we delight our customers? • How & why do people use our products and services? • Where are we strong/weak?
  • 25. @webbit UNCOVER THE DIRECTION The right approach is determined by asking the right questions. ADOPTION Business Questions: •What do people think of my brand? •What do they want from my company? •What do people like about our products? ! Research Methods: • Surveys • Focus Groups • Customer Feedback Channels • Card Sorting ! Design Impact:
 ! • Visual Design • Branding • Content OPTIMIZATION Business Questions: •Can we increase our conversion rate? •Is our navigation helpful to our customers? •How do we stack up against competitors? ! Research Methods: • Usability or A/B Testing • Web Analytics • Card Sorting • Heuristic Review ! Design Impact:
 ! • Information Architecture • Interaction Design • Content labeling and Site Nomenclature ENGAGEMENT Business Questions: • How can we delight our customers? • How do we disrupt the market? • How do people really use our products? ! Research Methods: • Contextual Inquiry • Mental Model interview • Ethnography • Customer Diary ! Design Impact:
 ! • Experience Design • Strategic Offerings • Interaction Design
  • 27. @webbit RECOGNIZE WHERE YOU STAND Competing factors set expectations.
  • 28. @webbit GO TO YOUR CUSTOMERS
  • 29. @webbit STEP 2: DEFINE • What are the gaps in the experience? • How do we use all this to make decisions? • What can we act on now? • What does it all mean?
  • 30. @webbit LOWER THE BARRIER TO PARTICIPATION
  • 32. @webbit ADVANTAGES OF MENTAL MODELS Confidence Clarity Continuity • Create confidence in design decisions that are based on solid research ! • Ensure design decisions make sense to your audience based on alignment with their view ! • Reduce ambiguity, because the model is based on real data • Provide a visual model of someone’s whole experience in one place ! • Is easily shared among colleagues, creating common ground for decision-making ! • Help designers and stakeholders adopt the customer perspective in a powerful way • Evolves slowly over time, so it can be the basis for a long- term strategy ! • Provide retained knowledge, even if team members change; can easily be understood by new stakeholders ! • Offer insights about new opportunities, even as market conditions change
  • 33. @webbit A HUGE LIVING DOCUMENT! 8 feet
  • 34. @webbit AN EXAMPLE – INSIGHTFUL PATTERNS
  • 35. @webbit THE FOUNDATION FOR YOUR ROADMAP Interaction Design Concepts Site Architecture Nomenclature Detailed Navigation Personas Scenarios Use cases Gap Analysis Product Concepts Mental Model
  • 38. @webbit MAPPING DIGITAL TO HUMAN SALES PROCESS SALES ACTIVITIES UX ARCHITECTURE
  • 39. @webbit STEP 3: DIRECT • How should we prioritize? • What are the evaluation criteria? • What do we do first? • What does success look like – for our business & customer? • How do we socialize this throughout the organization?
  • 40. @webbit PRIORITIZE THE OPPORTUNITIES Identify 
 Gather and document opportunities identified through each project activity. Assess 
 Determine evaluation criteria and score each opportunity accordingly. Prioritize
 Identify opportunities to be done first based on feasibility, importance.
  • 41. @webbit ‘WHY’ UNLOCKS CRITERIA Technical Feasibility ›  Difficulty of implementation ›  Does solution need front or back-end coding, or both? ›  Does the solution require integration with other systems or third-party solutions? Resource Feasibility ›  Do we have the data and tools to do this? ›  Do we have the people to do this? ›  Is the solution cost-effective? FEASIBILITY Importance to the Business ›  Increases investment/conversion ›  Promotes product and brand awareness ›  Increases credibility and trust ›  Provides additional advisor value/education Importance to the Consumer ›  Facilitates access to product information ›  Provides research and insights ›  Offers client-ready sales/education materials ›  Helps me with my business IMPORTANCE And everything is evaluated against it.
  • 43. @webbit ORGANIZE KEY THEMES Look for affinities across features. 35 Foundational Updates ›  Site structure, navigation and labeling, branding and multi-device capability ›  Content refresh and optimization ›  Analytics program Features/Functions ›  Document accessibility ›  Advisor site (registration required) ›  Comments/discussion and event calendar ›  Context-specific feedback ›  Targeted content and content syndication Content ›  Thought leadership, practice management, and client-facing content ›  Multimedia/interactive content ›  Social/community and third-party content ›  Content processes: editorial calendar, controlled vocabulary Tools ›  Fund finder and comparison tool, portfolio map ›  Benchmark performance and exposure analysis ›  Price performance and premium/discount charts ›  Correlation tracker and stock screener ›  Portfolio constructor/analyzer STEP #3: DIRECT Identify the key themes (samples)
  • 44. @webbit ILLUSTRATE THE PLAN Blend short and long term focus. CAPABILITIES:! ›  Advisor comments and discussion ›  Advisor site (registration required) ›  Content syndication ›  Additional third-party content ›  Targeted content delivery CAPABILITIES:! ›  Tools for advisor analysis ›  Multimedia content ›  Client-facing content ›  Social media and community content development ›  Feedback and surveys ›  Event calendar CAPABILITIES:! ›  Thought leadership, research and insights content ›  Credibility-enhancing content (case studies, etc.) ›  Tools and processes for content maintenance ›  Additional Contact Us/ About Us content ›  Document accessibility ›  Controlled vocabulary CAPABILITIES:! ›  Updated site structure, navigation and labeling ›  Refreshed design/branding ›  Mobile-friendly platform ›  Content refresh/ optimization ›  Web analytics
  • 45. @webbit SAMPLE RELEASE EXPERIENCE CAPABILITIES:! • Thought leadership, research and insights ! • Credibility-enhancing and About Us content! • Tools for content maintenance! • Document accessibility! • Controlled vocabulary! BUSINESS BENEFITS:! • Improved user engagement! • Improved site and brand credibility! • Internal productivity gains! MEASUREMENT:! • Site Catalyst metrics! • Contacts and leads generated! • Repeat visits Standardize terminologyIncrease editorial efficiency Develop more “real” content to build credibility Ensure document accessibility Facilitate advisor communications with sales Offer advisors additional, qualitative research and insights
  • 46. @webbit CREATE A SHARED UNDERSTANDING
  • 47. Connecting UX design with business metrics. MEASURING IMPACT 47
  • 48. @webbit MAPPING THE METRICS Net Revenue Operating Expenses Lower Customer Acquisition Costs Higher Sales Good Customer Retention Rates Happy Customers Ratings Risk/Cost Avoidance Happy Employee Ratings Higher Employee Productivity Better Data Lower IT Costs Higher System Uptime Faster Time to Market Fewer Defects Faster Inventory Turns Sales/Marketing Finance HR Supply Chain All IT KEY A healthy mix of financial & qualitative value drivers.
  • 49. @webbit THE RIGHT EXPERIENCE IS DRIVEN BY A BALANCED APPROACH Exploratory research to gain insights into Customers’ needs, wants, and motivations Validate (or invalidate) design and content decisions: usability testing, A/B testing etc. Ensure to capture the right metrics to be able to measure results, successes, failures and opportunities. Key to continued, iterative improvements. ASK TEST MEASURE
  • 50. @webbit THE RIGHT QUESTIONS LEAD TO CLEAR SUCCESS METRICS BUSINESS OBJECTIVES KEY PERFORMANCE INDICATORS DIAGNOSTIC METRICS Increase in traffic › Increase in new visitors to web site › #,% visits by state/region › Top accessed content Increase online quote completes › Number of online quote intention Phase 1 (landing page of Get a Quote page) › #,% change policy completes calls via GFN › #, % change in quote abandonment Increase products per household › x › x Strengthen brand awareness › x › x Increase customer loyalty › x › x Improve customer satisfaction › x › x Increase in Online Customer Servicing › x › x “Save More Sales” by driving to call center › x › x INCREASE REVENUE REDUCE COSTS MEASUREMENT DRIVERS Acquire New Customers Increase Sales Improve Retention Strengthen Brand Equity Drive Customer Loyalty Improve Customer Satisfaction Decrease Service Costs Improve Sales & Service Effectiveness
  • 51. @webbit MEASURE PAIN POINTS + INSIGHTS • Common understanding of our users • Explore new ways to measure CX • Shift the internal conversation toward empathy for the customer • Merge all CX metrics into a single view • No “one size fits all” approach • Experiment with new ways to evolve client’s understanding of the customer
  • 52. Absolutely crucial and commitment required. SUSTAINABILITY 52
  • 53. @webbit The only way to get—and keep—high marks from customers is to treat customer experience as a business discipline. Burns, M. (2014, January 21). The Customer Experience Index 2013. Forrester. “ ”
  • 54. @webbit CAPABILITY PRESSURE COOKER Gartner’s “Hype Cycle” http://gtnr.it/1g1Nnw0 [A Client’s] View of CX vs. Current Maturity of CX Team Pressure is building rapidly for teams supporting CX execution.
  • 55. @webbit UX DESIGN TEAM PATH TO MATURITY ESTABLISHING A POINT-OF-VIEW (Selling design and rationale) ! LEADING CHANGE (Design leading business) Quality InfluenceEngagement ! HONING CRAFT
 (Tools, resources & process) You have to understand where you stand - and where you’re headed.
  • 56. @webbit DESIGN AS BUSINESS DISCIPLINE Assess and invest as any business product/service.
  • 57. @webbit DESIGN TEAM MATURITY MODEL BUILDING A FOUNDATION A team representing the voice of customer experience exists and begins to form a vision. FORMED TEAM & VISION PROVEN CX SKILLS BEGAN OUTREACH HONING SKILLS Alignment on mission and expectations progresses as foundational processes materialize. ESTABLISHING DIRECTION Vision, process, and collaboration are sufficiently developed, and the team begins using their expertise to influence business decisions. LEADING CHANGE Evolution races rapidly ahead as the team launches forward from its solid base to partner as a regular influences steering customer experience direction. PIONEERING INNOVATION The team is a proven design and business leader, playfully innovating and demonstrating category leadership and mastery. DEVELOPED A STANCE EXPLORED APPROACHES BUILDING LEADERSHIP FINDING A FOCUS DEFINING METHODOLOGIES GAINING MOMENTUM EARNING RESPECT EMERGED AS LEADERS GREW ORG SUPPORT DESIGN LEADS BUSINESS EXPERIMENTATION INDUSTRY RECOGNITION A business plan for your design team.
  • 58. @webbit MAXIMIZING YOUR RESOURCES 1. Avoid silos, which prevent greatness. 2. Work in parallel streams. 3. Care about your customers. 4. Make creativity a constant in business. 5. Get inspired by the people on your team. 6. Provide self-service, but give service a human touch as well. 7. Think beyond engagement to relationship. 8. Deliver Big D design and make a positive impact. 9. Develop ecosystems and engage in holistic thinking. 10. Get out of the building and gather evidence. Designing the Future of Business, Daniel Szuc in UX Matters http://bit.ly/1kFAA1w
  • 59. @webbit STRATEGY + RIGHT INCENTIVES Aligned to desired... Cultural Values Customer Goals Business Goals WIN