Road-Mapping UX Culture

Mike Kornacki
Johnson Controls
User Experience Architect

	
  h#p://www.savagesandscoundrels.org/...
h#p://www.thetechologyshow.com/new/wp-­‐content/uploads/2012/09/you-­‐have-­‐died-­‐of-­‐dysentery.jpeg	
  
What is User Experience?

h#p://www.coffeemakersetc.com/images/CWTF_2-­‐2.jpg	
  
What is User Experience?

h#p://img3.etsystaKc.com/000/0/5915846/il_fullxfull.274096559.jpg	
  
What is User Experience?

h#p://arntrnassets.mediaspanonline.com/radio/t01/440578/the-­‐coffee-­‐aroma.jpg	
  
What is User Experience?

h#p://24.media.tumblr.com/tumblr_maimorDKA81qzz33ro1_500.gif	
  
h#p://i.huffpost.com/gen/771057/thumbs/o-­‐DALAI-­‐LAMA-­‐RELIGION-­‐facebook.jpg	
  
UX Maturity Model

Bruce	
  Temkin	
  “UX	
  Maturity	
  Model”	
  	
  Customer	
  Experience	
  Ma#ers	
  
3 COMMON BARRIERS 
TO UX CULTURE
1

NO ONE GETS IT
h#p://demo.northkingdom.com/ihuvudetpatoyota/index_en.html	
  
The JCI Way (Pre-UX)

h#p://www.demandstudiossucks.com/wp-­‐content/uploads/2012/10/super-­‐computer-­‐nerd.jpeg	
  
My first experience with
designers was with a couple
of guys in leather pants
speaking to me using terms
that I did not und...
2

“UI DEVELOPERS
ALREADY DO THIS”
How UX is Seen

UI	
  
Developer	
  

UI	
  
Developer	
  
UI	
  
Developer	
  
How UX is Seen

Code	
  Review/	
  
Sodware	
  CompleKon	
  

Code	
  Review/	
  
Sodware	
  CompleKon	
  
Code	
  Review/...
How UX is Seen

Code	
  Review/	
  
Sodware	
  CompleKon	
  

Code	
  Review/	
  
Sodware	
  CompleKon	
  
Code	
  Review/...
How UX is Really Is
All	
  working	
  towards	
  the	
  
same	
  goal:	
  
Delivering	
  the	
  greatest	
  
product	
  we...
3

UX IS NOT
SUPPORTED
h#p://tjthesportsgeek.files.wordpress.com/2011/08/thumbs-­‐down1.jpg	
  
h#p://starsmedia.ign.com/stars/image/arKcle/855/855738/will-­‐ferrell-­‐20080228035450008.jpg	
  
4 STEPS TO UX CULTURE
1

TELL A STORY
“People think that
stories are shaped by
people. In fact it’s the
other way around…”
Terry Pratchett	
  
h#p://www.blogcdn.com/www.switched.com/media/2009/10/guitar.jpg	
  
2

BENCHMARK
After a single bad experience 

82%


of customers will simply leave 
Source:	
  2010	
  Customer	
  Experience	
  Impact	...
ORGANIZATIONAL STRUCTURE
DIRECT BUSINESS BENEFITS
UX can avoid lost
revenue
In today's consumerized B2B world, digital user
experience is a key dec...
Accolades
DIRECT BUSINESS BENEFITS

UX can grow unit
volumes
User experience design is easily conveyed
during the sales pr...
DIRECT BUSINESS BENEFITS
Avoiding lost revenue
to competitors that
offer a better user
experience




Areas for enhancement...
3

VISION CASTING
h#p://cdn.solecollector.com/media/u/images/nike-­‐mag-­‐back-­‐for-­‐the-­‐future-­‐photos-­‐01.jpg	
  
4

ROADMAP
Q3

Q4

2014

2015

Planning
Unified UX
Strategy

Product

Culture

Execution

Design Strategy
•  Experience Principles
• ...
Customer Value
User Experience design enables users to
be more productive

Ease of learning

Ease of use

Eliminating erro...
Business Value
A coordinated approach to improving and
unifying our software experience will
contribute return on investme...
The JCI Way (Post-UX)

h#p://2.bp.blogspot.com/-­‐UZNmTM6Qdrc/Tad99W8OhOI/AAAAAAAAAAw/N3w-­‐Fatw0HI/s1600/hipster-­‐beard-...
h#p://25.media.tumblr.com/tumblr_lzyuitH2rz1r202vco1_1280.png	
  
h#p://sd.keepcalm-­‐o-­‐maKc.co.uk/i/keep-­‐calm-­‐and-­‐try-­‐to-­‐take-­‐over-­‐the-­‐world-­‐34.png	
  
THANKS!
@lordshales
@mke_ux
mkeux.com
mike.kornacki@gmail.com
Linkedin.com/mkornacki
	
  
Mapping ux culture
Mapping ux culture
Mapping ux culture
Mapping ux culture
Mapping ux culture
Mapping ux culture
Mapping ux culture
Mapping ux culture
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Mapping ux culture

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This is a presentation I prepared for UXMad 2013. It is pretty much the 3rd presentation in a series for 2013. It has similar themes to "The Long Tail of User Experience" and to "Dream Jobs." I covers how you build a UX culture in anengineering or software development environment.

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Mapping ux culture

  1. 1. Road-Mapping UX Culture Mike Kornacki Johnson Controls User Experience Architect  h#p://www.savagesandscoundrels.org/media/2228/Oregon%20Tral%20map.jpg  
  2. 2. h#p://www.thetechologyshow.com/new/wp-­‐content/uploads/2012/09/you-­‐have-­‐died-­‐of-­‐dysentery.jpeg  
  3. 3. What is User Experience? h#p://www.coffeemakersetc.com/images/CWTF_2-­‐2.jpg  
  4. 4. What is User Experience? h#p://img3.etsystaKc.com/000/0/5915846/il_fullxfull.274096559.jpg  
  5. 5. What is User Experience? h#p://arntrnassets.mediaspanonline.com/radio/t01/440578/the-­‐coffee-­‐aroma.jpg  
  6. 6. What is User Experience? h#p://24.media.tumblr.com/tumblr_maimorDKA81qzz33ro1_500.gif  
  7. 7. h#p://i.huffpost.com/gen/771057/thumbs/o-­‐DALAI-­‐LAMA-­‐RELIGION-­‐facebook.jpg  
  8. 8. UX Maturity Model Bruce  Temkin  “UX  Maturity  Model”    Customer  Experience  Ma#ers  
  9. 9. 3 COMMON BARRIERS TO UX CULTURE
  10. 10. 1 NO ONE GETS IT
  11. 11. h#p://demo.northkingdom.com/ihuvudetpatoyota/index_en.html  
  12. 12. The JCI Way (Pre-UX) h#p://www.demandstudiossucks.com/wp-­‐content/uploads/2012/10/super-­‐computer-­‐nerd.jpeg  
  13. 13. My first experience with designers was with a couple of guys in leather pants speaking to me using terms that I did not understand ~ Gary McCord
  14. 14. 2 “UI DEVELOPERS ALREADY DO THIS”
  15. 15. How UX is Seen UI   Developer   UI   Developer   UI   Developer  
  16. 16. How UX is Seen Code  Review/   Sodware  CompleKon   Code  Review/   Sodware  CompleKon   Code  Review/   Sodware  CompleKon   UI   Developer   UI   Developer   UI   Developer  
  17. 17. How UX is Seen Code  Review/   Sodware  CompleKon   Code  Review/   Sodware  CompleKon   Code  Review/   Sodware  CompleKon   UI   Developer   UI   Developer   Doing  it’s   own  thing   UI   Developer   UX  
  18. 18. How UX is Really Is All  working  towards  the   same  goal:   Delivering  the  greatest   product  we  can!   UI   Developer   UI   Developer   UX   UI   Developer   Project  Team  
  19. 19. 3 UX IS NOT SUPPORTED
  20. 20. h#p://tjthesportsgeek.files.wordpress.com/2011/08/thumbs-­‐down1.jpg  
  21. 21. h#p://starsmedia.ign.com/stars/image/arKcle/855/855738/will-­‐ferrell-­‐20080228035450008.jpg  
  22. 22. 4 STEPS TO UX CULTURE
  23. 23. 1 TELL A STORY
  24. 24. “People think that stories are shaped by people. In fact it’s the other way around…” Terry Pratchett  
  25. 25. h#p://www.blogcdn.com/www.switched.com/media/2009/10/guitar.jpg  
  26. 26. 2 BENCHMARK
  27. 27. After a single bad experience 82% of customers will simply leave Source:  2010  Customer  Experience  Impact  Survey  –  RightNow  Technologies  
  28. 28. ORGANIZATIONAL STRUCTURE
  29. 29. DIRECT BUSINESS BENEFITS UX can avoid lost revenue In today's consumerized B2B world, digital user experience is a key decision criteria as customers are evaluating competitors based on the quality of the experience they provide. 14.4 % More customers on average are willing to purchase from a company that provides superior experience versus a company that provides a poor customer experience according to Forrester. * *Forrester, “Best Practices in User Experience Design (UX)”
  30. 30. Accolades DIRECT BUSINESS BENEFITS UX can grow unit volumes User experience design is easily conveyed during the sales process, as solutions speak directly to customer needs, are easy to understand and can be quickly tied to customer value. % 40 sales conversion increase realized by Telstra in year 1 after site redesign.* *Telstra company data **Nokia company data. Wall Street Journal Engadg November 18, 2010 October 14, 20 “Ovi Store has reached 3 million downloads per day, a milestone spurred by overall global demand and a recent update that gives users of Nokia's new Symbian smartphone family a friendlier look and feel as well as more popular apps and games." “Nokia has those shor Ovi Store, Ovi Store version tha N8 -- part pleasant t % 20 increase in downloads per user, per session for Nokia over previous version.**
  31. 31. DIRECT BUSINESS BENEFITS Avoiding lost revenue to competitors that offer a better user experience Areas for enhancement (as indicated by current and former customers) Mobile  Access   Be#er  graphics   More  sophisKcated   39   39   More  fun  to  use   0   100   167   166   126   200   Newly created Global Experience Design Studio in Minneapolis focuses on delivering an end to end experience across every user touch point. 256   250   238   Hiring a Director of UX Product Management to provide thought leadership and a unifying vision for UX across products. 300  
  32. 32. 3 VISION CASTING
  33. 33. h#p://cdn.solecollector.com/media/u/images/nike-­‐mag-­‐back-­‐for-­‐the-­‐future-­‐photos-­‐01.jpg  
  34. 34. 4 ROADMAP
  35. 35. Q3 Q4 2014 2015 Planning Unified UX Strategy Product Culture Execution Design Strategy •  Experience Principles •  Design Criteria •  Unified UX Evolution 2016 All work executed should be representative of the strategy. The strategy should remain constant. Scope & Priority •  Programs •  Platforms •  Features •  Users Organizational Support •  Executive Sponsor •  Dedicated UX Resources •  Cross-Functional Team Visual Consistency •  Surface level, look and feel •  Brand Consistency Behavioral Consistency •  Common Design •  Identify patterns of use Language •  Simplify and Streamline Patterns •  •  •  •  Create Authority Role (UX-Director) Create JCI – UX Knowledge Base UX Smart Bar •  Research Facility/Team Creative Facility •  Organizational Shift (Strategic) •  UX Center of Excellence Sustain & Grow Evaluate strategy for alignment with current business goals and technology •  Time to Market •  Strategic Execution •  UX as Competitive Advantage •  •  •  •  Core Competency Strategic Contributor Shared Ownership in UX UX Pillar (CxO/UX-VP)
  36. 36. Customer Value User Experience design enables users to be more productive Ease of learning Ease of use Eliminating error opportunities Cohesive products reduces training costs increases productivity reduces rework improves efficiency
  37. 37. Business Value A coordinated approach to improving and unifying our software experience will contribute return on investment REVENUE Avoiding lost revenue to competitors that have a better user experiences COST Growing unit volumes through higher sales conversion Increasing average revenue per customer Reducing overall development costs through more efficient processes Improving productivity of field operations and service
  38. 38. The JCI Way (Post-UX) h#p://2.bp.blogspot.com/-­‐UZNmTM6Qdrc/Tad99W8OhOI/AAAAAAAAAAw/N3w-­‐Fatw0HI/s1600/hipster-­‐beard-­‐macbook-­‐pro1.jpg  
  39. 39. h#p://25.media.tumblr.com/tumblr_lzyuitH2rz1r202vco1_1280.png  
  40. 40. h#p://sd.keepcalm-­‐o-­‐maKc.co.uk/i/keep-­‐calm-­‐and-­‐try-­‐to-­‐take-­‐over-­‐the-­‐world-­‐34.png  
  41. 41. THANKS! @lordshales @mke_ux mkeux.com mike.kornacki@gmail.com Linkedin.com/mkornacki  

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