20160813 getting real – impact of ux

context

direct field ofcompetence

Maybe the best place to provide the solution.

UX camp HH 2016, hamburg

Diana Frank @ffm_ux

getting real – impact of user experience in large organizationsDiana Frank, UX strategist Munich, Frankfurt

UX camp HH, hamburg 20160813

Diana Frank, UX strategist

love to connect real things and digital experience.

if I am not in the office, you can find me in the mountains or somewhere

else walking or running around.

always looking for patterns, willing to see the small things and quality in

details – and always asking to understand the bigger picture.


Diana Frank @ffm_ux

Prolog


Diana Frank @ffm_ux

what the others* know about UX…

?*others: family and friends, clients, IT department, product manager, middle management, financial department, People in the company you work…

Prolog


Diana Frank @ffm_ux

what the others* know about UX…So how to get impact, if they don‘t have a clue what to get out of it?

*others: family and friends, clients, IT department, product manager, middle management, financial department, People in the company you work…

?

Prolog


Diana Frank @ffm_ux

what they expect from user experience…something magic, just happening. You can use it, but there is no impact of your own field of competence…


Diana Frank @ffm_ux

how it feels like…for the guys who try hard to do it.


Diana Frank @ffm_ux

1. self-esteem and impact

2. structures we live in

3. getting real..?


Diana Frank @ffm_ux


Diana Frank @ffm_ux

1. self-esteem and impact – what we can look at on our own

reality ?the choice you made ?


Diana Frank @ffm_ux

for the germans:we have a past to contend with…


Diana Frank @ffm_ux

Historisch vorbelastet…


Diana Frank @ffm_ux

Ritter ohne Furcht und Tadel.Preußische Tugenden.

Tapferkeit ohne Wehleidigkeit („Lerne leiden, ohne zu klagen“), Unterordnung, Mut und Gehorsam (jedoch nicht ohne Freimut) gelten als erstrebenswert. (Selbst)disziplin, eine unerlässliche militärische Tugend, umfasste auch Härte, gegen sich noch mehr als gegen andere.

Quelle: https://de.wikipedia.org/wiki/Preußische_Tugenden

premises?


Diana Frank @ffm_ux

it needs to work hard

it will be difficult pushbacks have to be expected

be diligent

there will be casualties

stay humble fight until the very end

[ … ]

Enjoy to work while having impact?


Diana Frank @ffm_ux

I just work for goals i can reach.

If it‘s not easy, something is wrong.

People like to listen the (right) story.

Looking for high impact coming with low effort

Think about the benefit first

Being (too) kind is sometimes not helpful at all

If it does not work, change it.

[ … ]

Enjoy to work while having impact?

Useful virtues


Diana Frank @ffm_ux

prepared:research done?

proper: looking for low hanging

fruits, do the basics

economical:ratio between potential

and effort

listen and care.

I just work for goals i can reach.

If it‘s not easy, something is wrong.

People like to listen the (right) story.

Looking for high impact coming with low effort

Think about the benefit first

Being (too) kind is sometimes not helpful at all

If it does not work, change it.

[ … ]


Diana Frank @ffm_ux

2. structures we live in – forced in, by default, by our choice?

Eco system full of UX relevance – influence each other more or less.


Diana Frank @ffm_ux

Content Strategy

Semantic Web

Responsive

Future ready Mobile

Research & Testing

Storytelling Help & Support

ServiceInteraction

Pattern

Nutzer

Community KomplexitätIOT

Marke

Partner

Externe Experten

Events

IT

Organisations-struktur

Geschäftsmodell

Empfehlungs-marketing

Vertrieb

Laden/ Handel

Versand & Logistic

Zahlmethoden

CMS

CRMFindability Related Content

Knowledge Management

…

…

…

Mitarbeiter-schulung

Workshops

Analytics

…

Design

ProduktentwicklungForschung

…Legal

Apps

Teams

Sponsoring

Infra-struktur

...Märkte

Mobilität

QS

...


Diana Frank @ffm_ux

clear broders, clear area of competence.focus on task(s).Normally our world is not soo small…

If you deal with details, you can look on a topic like a little system for its own…

If you are not a very focused specialist, there is more to deal with


Diana Frank @ffm_ux

… other systems around us.

and most likely UX is not always the middle of the univers…


Diana Frank @ffm_ux


Diana Frank @ffm_ux

context

direct field ofcompetence

Maybe the best place to provide the solution.

Thinking in systems and context:


Diana Frank @ffm_ux

we plan we do

Potential of UX depends on structures and time: same as for other diciplies, coming late causes major extra effort for changes – or makes them impossible.

strategy identify things to do

decide on the story to tell

what we do and how

start doing

getting done

improve, try to rescure

time spend for UX, related to impact


Diana Frank @ffm_ux

we plan we do

time spend for UX, related to impactwhen UX is asked to be on the table (workload)

Potential of UX depends on structures and time: same as for other diciplies, coming late causes major extra effort for changes – or makes them impossible.



what we do and how

start doing

getting done



Diana Frank @ffm_ux

we plan we do

If UX is only located in the IT department:



what we do and how

start doing

getting done


tech driven evaluation of systems and infrastructure

time spend for UX, related to impactwhen UX is asked to be on the table (workload)


Diana Frank @ffm_ux

your field of competence

If UX is only a part of the journey: a happy scenario

marketing brand, corporateinvestor relations…

one site customer care

product line 2product line 1

potential


Diana Frank @ffm_ux

your field of competence

When you need to run away or to break the silos

marketing brand, corporateinvestor relations…

one site customer care

product line 2product line 1

potential


Diana Frank @ffm_ux

What hinders UX in large organisations

Each Department has „his own“ customer and is just working for him.

Lack of consistency

Lack of flexiblity of the system: you can guess but only the user itself knows.

Missing big picuture

Missing collaboration, e.g protective departments


Diana Frank @ffm_ux

What hinders UX in large organisations

Each Department has „his own“ customer and is just working for him.

Lack of consistency

Lack of flexiblity of the system: you can guess but only the user itself knows.

Missing big picuture

Missing collaboration, e.g protective departments

When solutions are just intended to be technical… best, with IT Systems never made for this.


Diana Frank @ffm_ux

3. getting real..? – what to care of, roles we need to create


Diana Frank @ffm_ux

focus on problems, hindering ourself…

missing impact on a personal level impact on project/company level

… basic assumptions are missing or not very helpful/ lack of comptence*

*competence: ability, rights and duties.


Diana Frank @ffm_ux

missing (common)understanding

expectations and potential are unclear, timing and process do not allow to adjust later.


Diana Frank @ffm_ux

the design-pitfall

UX is more than surface. – scribbles show ideas, design is alreay a product, something real.

step back to re-define processes and to think about the customer journay is hard after the first design is done.


Diana Frank @ffm_ux

black holes

missing transision between overview and detail. UX strategy as no man‘s land between business, brand and the holy feature.

– power needs direction to have any impact.


Diana Frank @ffm_ux

comfort zone

who wants to have impact needs to be ready to leave his comfort zone.

… and sometimes it needs to push others out of their comfort zone as well.


Look where to have impact with less effort and go for it… regardless the area you are placed in

– Earn to be trusted – again and again

– ask for competence

– leave your comfort zone

– accept fuzziness, learn to trust the knowlege of others

– process before design

– be willing to be measured by results.

Diana Frank @ffm_ux


no complex project withouta big picture

Diana Frank @ffm_ux


no complex project withouta clear view on the current situation

Diana Frank @ffm_ux


no complex project withoutdefinition of main tasks and a story line to be

Diana Frank @ffm_ux


no complex project withoutAnalysis of the given potential

Diana Frank @ffm_ux


Matching the goalsTalk business to get the buy-in for UX

Diana Frank @ffm_ux


Getting real –what is hindering you and how you answer it?

…

you and

yourself

…

the

structures

you are in

…

the mindset you are

faced with

…

Diana Frank @ffm_ux


Getting real –bridging the gap?

… who can support you?

… how to built a network of UX ambassadors?

… can you make it to slip into a managment advisory role?

or do we have to turn into product/ process owner?

Diana Frank @ffm_ux

stay in contact


Diana Frank @ffm_ux

[email protected]/UXde.linkedin.com/in/frankdiana/@ffm_ux

20160813 getting real – impact of ux

Leadership & Management

Transcript of 20160813 getting real – impact of ux