Top 3 ways to use your UX teamProduct Management + User Experience = Happy Customers

@jeremyjohnson

VP of Customer Experience, projekt202

WORKED FOR

experience-driven

application development

“A well-made product is not enough. A successful product must meet the needs and aspirations of its users” IDC Report Building Experience-Driven software: Insights for Modern Application Development

Top 3 ways to use your UX teamProduct Management + User Experience = Happy Customers

How many product managers in the house?

https://medium.com/eightshapes-llc/behind-the-wheel-with-product-and-ux-287dba3e6d64#.duidfgqko

How many of you have a UX team?

https://www.youtube.com/watch?v=gIY20kD9XT4&feature=youtu.be

(product)

Designers Developers

Product Owner

Project Manager

Co-Located, autonomous, metrics driven

https://medium.com/managing-digital-products/so-you-want-to-manage-a-product-c664ba7e5138

Marty Cagan

http://www.mindtheproduct.com/2015/09/video-the-root-causes-of-product-failure-by-marty-cagan/

product = pilot UX = co-pilot

“When it should be more of a partnership”

product? UX?

product? UX?

product? UX?

team sport

i have a very particular set of skills

as a UX designer

http://www.brownwebdesign.com/blog/dont-be-in-a-rush-to-be-a-specialist

UX has moved from a practice of creating screens, to creating a shared understanding of your

customer’s behavior

UX IS MOVING TO…

Tools

Paint

Strategy

Process

Photoshop Sketch HTML

Looks Good! Make it blue. On Brand!

What should we build? What do our customers need? Where can we be effective?

What is your hypothesis? What methods do we use?

How are we synthesizing the data?

PatternsButtons!

Interactions flows

“In 13 cases, the entire team reported brainstorming new features together, and in 51 cases, brainstorming was done about equally by PMs and UX designers…

…perhaps the most evenly split task was customer discovery…”

Build Better Products - A Practical Handbook for Product Managers and Entrepreneurshttp://rosenfeldmedia.com/books/build-better-products/

#1

understanding

Understanding the what and why around your customer’s behavior is one of the top things you need to do well to be successful…

i have a very particular set of skills

as a UX designer

User Researcher: “User researchers are the eyes, ears and conscience of your product manager,” the guide explains. User researchers provide the knowledge that ensures that you “build products that delight your customers through a great user experience.”

13 Jobs That Now Matter The Most, From A Digital Perspective

“…learning everything about the customers becomes the most important focus of creating the product strategy. When companies talk about features, they are saying, “Look at us. Look at what we can do.” When companies talk about the problems of the customers, they are saying, “Look at what you’re dealing with. Look at how we want to help.””

- Bruce McCarthy

Fast Path to a Great UX: Increased Exposure Hours

“It's the closest thing we've found to a silver bullet…”

“The solution? Exposure hours. The number of hours each team member is exposed directly to real users

interacting with the team's designs or the team's competitor's designs. There is a direct correlation

between this exposure and the improvements we see in the designs that team produces.”

https://www.linkedin.com/pulse/fast-path-great-ux-increased-exposure-hours-jared-spool

“..would-be entrepreneurs, designers, and coders should all get out of the office and into the field

more often. "It’s the Achilles’ heel of the tech industry," he says of the armchair tendency. "It’s easy to think you can sit at your computer and come up

with the next big thing."

“However, the more we share our work in progress, using a variety of testing methods at every stage of design, the more input we can get from the people the design is for. Multiple research methods ensure that we receive diverse feedback; and more diverse feedback helps our products better meet our users’ needs.”http://alistapart.com/article/sharing-our-work-testing-feedback-in-design

“Investing in user research is just about the only way to consistently generate a rich stream of data about customer needs and behaviors. As a designer, I can’t live without it. And as data about customers flows through your team, it informs product managers, engineers, and just about everyone else. It forms the foundation of intuitive designs, indispensable products, and successful companies. So what are you waiting for? Go listen to your customers!”

“Apple is looking for a Hardware Human Factors and Ergonomics Researcher to apply user-

centered design principles to product research, design, and development of all hardware

products. Conduct user-centered research and testing for design concept models on a diverse

user population…"

“…the term "user-friendly" was coined in 1982 at Apple by Don Norman (the grandfather of

User Centered Design), around the time of the Apple Lisa computer.”

“The first iteration of Apple's WIMP interface was a floppy disk where files could be spatially moved around. After months of usability

testing, Apple designed the LISA interface of windows and icons.”

The Case for Talking to Users in the Age of Big Data

“Observing users in person provides you with data that surveys and behavioral data simply can’t, just as

surveys and behavioral metrics provide you with data and reliability that qualitative work can’t. You need both

— and you need to do both well”

https://medium.com/@mgallivan/the-case-for-talking-to-users-in-the-age-of-big-data-bca4159e9620

“As I watched Pedroia take infield practice, grabbing throws from Kevin Youkilis, the team’s hulking third baseman, and relaying them

to his new first baseman Casey Kotchman, it was clear that there was something different about him. Pedroia’s actions were

precise, whereas Youkilis botched a few plays and Kotchman’s attention seemed to wander. But mostly there was attitude:

Pedroia whipped the ball around the infield, looking annoyed whenever he perceived a lack of concentration from his

teammates.”

“The problem is, no customer experience technology platform, by itself, can provide deep insights into why customers do what they do. These systems can track an infinite number of transactions, but they can't identify the key actions the company must take to gain more fully engaged customers.”http://www.gallup.com/businessjournal/185345/quantitative-customer-experience-metrics-aren-enough.aspx?utm_source=twitterbutton&utm_medium=twitter&utm_campaign=sharing

Quantitative Customer Experience Metrics Aren't Enough

“Users should be a part of the design process from the very beginning to help validate concepts and refine final direction. Your team needs to be open to experimenting and taking risks and then quickly learning and iterating…”

http://www.mckinsey.com/insights/marketing_sales/what_every_executive_needs_to_know_about_design

“The single most important attribute of any Product Manager worthy of the title is a fanatical devotion to the customer (and no, we’re not talking about Monty Python’s Spanish Inquisition).  The customer, and more specifically the end-user, should be the North Star for whatever a Product Manager does, says, plans, or thinks about…

…and to know the customer, you have to engage with them on a regular basis.”

http://www.cleverpm.com/2015/09/09/what-makes-a-good-product-manager/

www.cleverpm.com

“I’m also hoping very much to see more validation of ideas. In other words, let’s stop just shipping features, crossing our fingers, and hoping they work. Let’s figure out how we can test whether we’re moving in the right direction before we commit six months and hundreds of thousands of dollars toward building something.

I also think that we’ll continue to see more teams using qualitative research in conjunction with quantitative data.”

http://blog.wootric.com/product-managers-stop-worrying-about-building-the-wrong-thing-on-schedule-a-qa-with-laura-klein/

- Laura Klein

http://rosenfeldmedia.com/books/build-better-products/

What does understanding look like?

Lots of data.

journey mapsWe identify every step in your customer or user journey.

personasThrough observations we develop a deep understanding of

your users and customers.

prioritization workshops

We make sense of 1000s of data points.

roadmap visualizations

We identify and prioritize your opportunities.

Designers Developers

Product Owner

Project Manager

https://itunes.apple.com/us/podcast/dollars-to-donuts/id956673263?mt=2

Learning from your users: Ethnography in Software

https://www.youtube.com/watch?v=Guy-COUbDqI

https://creativemornings.com/talks/kelly-moran?mc_cid=aaea7e84d2&mc_eid=5b8ed49fbe

#2

visualization

we like post-it notes

we like to sketch

we like to sort

we like to visualize

hats!

we like to translate requirements into experiences

#3

validate

1:10:100“…from $1 invested in UX, you save $10 in fixing

issues during development, and $100 if the product has been already released.”

http://nearsoft.com/blog/how-to-make-100-for-every-dollar-you-invest-in-ux-3/

“15% of IT projects are abandoned and at least 50% of a programmers’ time

during the project is spent doing rework that is avoidable.”

http://www.usability.gov/what-and-why/benefits-of-ucd.html

http://www.invisionapp.com/customers

Jared Spool on Using the Kano Model to Build Delightful UX

https://www.youtube.com/watch?v=ewpz2gR_oJQ

#3 validate your ideas

#1 create understanding#2 visualize as much as possible

Top 3 ways to use your UX team

@jeremyjohnsonVP of Customer Experience, projekt202www.projekt202.comjeremy.johnson@projekt202.com

www.slideshare.com/jeremy

Thanks!