Post on 13-Aug-2015
Stephen Denning – UX Director @steve_denning Abi Reynolds – Principal UX Consultant @abijreynolds
22 June 2015
1
What the *UX?!? A Structured Approach to Tackling UX Strategy
#uxpa2015 @uservision
Tutorial Aims
• To think about what UX Strategy means today
• To consider the challenges of implemenHng UX Strategy
• To work through a framework for creaHng and developing UX Strategy in your company
• To develop a roadmap/acHon plan to mature UX in your organisaHon
UXPA 2015 13
The Challenges of Embedding UX
EducaHon & Awareness Business Alignment Proving the Value IntegraHon
18 UXPA 2015
Services are o`en created from the inside out – only considering the customer experience at the end, making the experience a consequence, rather than an intenRon.
UXPA 2015 hQps://hbr.org/2009/06/a-‐framework-‐for-‐building-‐custo.html
We should think about the customer experience first and build from that. This makes the customer experience intenRonal rather than consequenRal.
UXPA 2015 hQps://hbr.org/2009/06/a-‐framework-‐for-‐building-‐custo.html
Why UX Strategy? � Clearly communicates where you want to be
� States processes and acHviHes need to set up or improve
� ArHculates job roles and responsibiliHes � Provides a set of guidelines and principles to steer processes � Educates and raises awareness � Allocate budgets
Puts the User and Insights at the Centre of the Process
31 UXPA 2015
PresentaHon Htle / Footer text 33
Vision Landscape Roadmap Measure
“Where do we “Where are we “How do we get “How will we know want to get to?” now?” there?” if we’re successful?”
What is a UX Vision?
35 UXPA 2015
“A clear statement of forward-‐looking intent.” “A desired end-‐state.”
What?
Why?
UX Vision statement
Roadmap
Who?
When?
How?
Useful
Desirable Usable
Valuable
Credible Findable
Accessible
UXPA 2015
2. Pull in the elements of the UX
Source: Peter Morville
Cra`ing the Vision
UXPA 2015
3. Create the UX Vision
Source: yourdicHonary.com
Cra`ing the Vision
� Short
� Specific
� Unambiguous
� Simple
� Avoid being too specific
� Avoid being to generic “The best vision will be clear about who you as well as who you wish to become.”
Integrated
Managed
Recognised
Informal
UX Maturity “How established is UX in our organisaRon?”
UXPA 2015
Key Performance Indicators Strategic Web (AnalyRcs/SEO) Financial/sales Support Social Campaign UX/Usability
� Usefulness � Findability � EffecHveness � Efficiency � SaHsfacHon
UXPA 2015