Presented at the University of British Columbia, Computer Science Alumni Lecture Series - Nov. 27, 2014 The presentation introduces techniques to position User Experience (UX) Practice as a standard within an organization. It outlines not only standard UX techniques but also ways to demonstrate UX's value and ability to contribute to an organization's bottom line.

1. Institutionalizing User Experience
Renee Cheung | Nov. 27, 2014

2. who me?
Renee Cheung
Solution Lead @ ICBC: Portal, Search and UX
Digital Strategist
Front-end Developer
@wired_crow tweet the talk: #whyux

3. why ux?
97% websites fail at UX1
85% of problems with a site/app/product/process can be
found by testing with 5 users2
68% of customers leave because they believe you don’t care3
Source:
1 Forrester: Lessons Learned From 1,500 Website User Experience Reviews
2 Why You Need to Test With Only 5 Users
3 Taking A Customer From Like To Love: The UX Of Long-Term Relationships

4. roi of ux

5. tonight’s goals
Define UX
analyze
design
implemen
t
validate
Institutionalize UX Execute on UX
Image Credits: User Experience: What Is It and Why Should I Care, Best Practices: Usability, User-Centered Design, UX

6. so what is ux?
User Experience encompasses of all aspects of the
end-user's interaction with the company, its services,
and its products
Source: The Definition of User Experience

7. so what?
Dan Willis: The UX Umbrella on SlideShare

8. ux in context
for products: for the experience
Source: The Invisible Computer Ch. 10

9. why institutionalize it?
Institutionalizing user experience makes it a tangible,
measurable, repeatable, consistent practice.

10. 1. identify your support network

11. some people to consider
Executive
Champion
Change
Champions
UX
Practitioners

12. common ux roles
“Across a thousand UX professionals we found [...] extreme diversity in
terms of hugely varying educational background, 210 job titles, and wide-ranging
work roles and activities.”
Source: User Experience Career Advice: How to Learn UX and Get a Job

13. 2. sell the value of ux

14. how does it map?
Align with corporate priorities
Examples:
Cost effectiveness, operational excellence, etc
Excellence in service delivery
Provide a <insert a synonym of “good”> experience
..
.

15. success metrics
Engagement Conversion
● Attention minutes
● Happiness rating
● Flow state
● Total time reading
● First impression
● Categories explored
● Micro-conversion count
● Brand attribute
● Conversion rate
● Likelihood to recommend or
NPS
● Trust rate
● Likelihood to take action
Corporate measures
Engagement, conversion,
efficiencies
Usability, analytics
1 UX Matters: Choosing the right metrics for user experience
Usability
● Task success
● Perceived success
● Confusion moment
● Cue recognition
● Menu / navigation use
● Search use
● Search success
1
1

16. what is ux’s box?
Define UX for your organization: What is its domain?
UX
Brand Marketing
Process
Improve-ment
UAT
Graphic
Design
Creative

17. 3. define the ux model
Image Credit: https://www.flickr.com/photos/syahmir/6011476001/

18. at a high level
UX Team
Governance
Initiative
integrated
governance
engagement
model

19. 4. incorporate ux into process
Image Credit: https://www.flickr.com/photos/blprnt/7880106416/in/photostream/

20. ux activities in a nutshell
● Wireframes
● Mockups
● User Flows
● Information Architecture
● Usability Testing
● Analytics, Metrics
● Front-end Development
● Style Guides
● Prototype
● Personas, Storyboards,
User Stories, User Flows
● Primary and Secondary
Research (Heuristics)
● Analytics
● Success Metrics

21. bringing clarity to requirements
For Kitherder:
A mentor-mentee-project matchmaking site
Simon
student, mentee
● full-time university student,
school work priority!
● looking to get more hands-on
experience to put on resume
● on-the-go from class to class
and from class to home
...

22. some design techniques
User Flow Wireframes IA

23. prototyping
Quick and dirty html /
image prototypes help:
● solidify design
● provide some idea of
interactions
● help stakeholder and
developers understand
solution early on

24. usability testing
What to test?
● tasks
● navigation
● search
● specific device
● specific capability
● accessibility
Who to test with?
● internal / external
● segmentation
● incentive
● virtual / location
How to test?
● interview
● observation
● card sort
● survey

25. mapping to agile
Source: Scrum Reference Card
Wireframes
Mockups
User Flows
Information
Architecture
Personas, Storyboards,
User Stories, User
Flows
Primary and Secondary
Research (Heuristics)
Analytics
Success Metrics
Front-end Development
Style Guides
Prototype
Usability Testing
Analytics, Metrics

26. 5. celebrate your successes

27. communication is key
Tell the story
● Stakeholders
● Other projects
Create case studies
Educate and enable others

28. in summary
1. Identify support network
2. Sell the value of UX
3. Define your model
4. Incorporate into existing processes
5. Celebrate your success

29. deets
Renee Cheung
www.wiredcrow.com
@wired_crow ca.linkedin.com/in/reneecheung/