Ux strat2013 innes+friedland
-
Upload
liam-friedland -
Category
Business
-
view
106 -
download
0
description
Transcript of Ux strat2013 innes+friedland
UX Strategy and Organizational Synergy
Jon Innes Liam Friedland UX Strat 2013 11 September 2013
@innes_jon @liamfriedland
2 UX INNOVATION LLC
Strategy & The Learning Organization
Strategic planning perspective:
• Will be?
• Should be?
• New?
• Abandon?
To endure an organization must learn and adapt
The Learning
Organization
Group learning
Mentoring (1 to 1)
Individual learning
From “Management: Tasks, Responsibilities and Practices” by Peter Drucker
3 UX INNOVATION LLC
Impediment: Organizational Tribalism Developers Designers PM QA
Developers As seen by
Designers As seen by
PM As seen by
QA As seen by
4 UX INNOVATION LLC
Collaboration: The Key
•Step outside of your office
•Big picture perspective
•Define strategy for influencing
•How do you work with other groups in your company?
•Cultivate allies
5 UX INNOVATION LLC
New relationships that don’t yet exist
Core
Adjacent
10%
Expanding from existing relationships into new
ones
Optimizing relationships with current
partners
Serving existing relationships within the business
Serve adjacent relationships within the business
Outsiders: New ideas and ways of working
Strategically Investing in Relationships
30% 60%
Transformational
6 UX INNOVATION LLC
Pathway to Collaboration
Stakeholder Role
• Individual, group, committee? • Approves or supports the change?
Needs & Reactions
• Active, passive, fence-sitter, in opposition? • Expectations, red flags, hot buttons?
Goals & Plans
• Visible support, part of the change? • Directly or indirectly involved?
7 UX INNOVATION LLC
Questions Defining UX Strategy
Formative
• What is the problem? • Who is the user?
Ideation
• What are the possible solutions? • How exactly might these solutions work?
Summative
• Does the solution meet users expectations? • How do we measure success?
8 UX INNOVATION LLC
Systems Thinking Defines UX Strategy
Formative Research
Summative Research
Interaction Design
Information Architecture
Visual Design
Concept Prototyping
UX
Formative
9 UX INNOVATION LLC
Systems Thinking Defines UX Strategy
Formative Research
Summative Research
Interaction Design
Information Architecture
Visual Design
Concept Prototyping
UX Ideation
10 UX INNOVATION LLC
Systems Thinking Defines UX Strategy
Summative
Formative Research
Summative Research
Interaction Design
Information Architecture
Visual Design
Concept Prototyping
UX
11 UX INNOVATION LLC
Organizing for Innovation
Formative Research
Summative Research
Interaction Design
Information Architecture
Visual Design
Concept Prototyping
UX
Market Research
Quality Assurance
Domain Experts
Engineering Advertising
Support Brand Strategy
Sales & Marketing
Content Experts
Product Owners
Project Management
Defining the User Experience Function: Organizing for Innovation. Interactions Magazine, 2007
HCI Researchers
12 UX INNOVATION LLC
Tactic: Collaborate to Define Backlog
Formative Research
Summative Research
Interaction Design
Information Architecture
Visual Design
Concept Prototyping
UX
1. Conduct user interviews 2. Draft initial user stories 3. Create initial site map 4. Develop initial wireframes
Work with Product Owner to define requirements
13 UX INNOVATION LLC
Tactic: Testing Minimum Viable Prototype
Formative Research
Summative Research
Interaction Design
Information Architecture
Visual Design
Concept Prototyping
UX
Work with Agile team to test MVP 1. Develop mockups 2. Create prototype 3. Validate with users
14 UX INNOVATION LLC
Tactic: Concept Pitch to VCs or Execs
Formative Research
Summative Research
Interaction Design
Information Architecture
Visual Design
Concept Prototyping
UX 1. Gather scenarios 2. Wireframe key screens 3. Make ’em pretty 4. Build a click thru
Work with entrepreneurs to develop a new product concept or service
15 UX INNOVATION LLC
Tactic: Re-Architect a Product
Formative Research
Summative Research
Interaction Design
Information Architecture
Visual Design
Concept Prototyping
UX 1. Re-imagine direction 2. Build mockups 3. Test designs 4. Create visual language
Work with VP products to reinvent a product category
16 UX INNOVATION LLC
Tactic: Integrate Acquired Products
1. Understand usage 2. Leverage & extend
existing patterns 3. Develop new patterns 4. Skin it
Work with product teams to integrate acquired products onto a platform
Formative Research
Summative Research
Interaction Design
Information Architecture
Visual Design
Concept Prototyping
UX
17 UX INNOVATION LLC
Strategy For Success
• Right people—right time
• Formal & informal channels
• Effective give and take relationships
• Understand perspectives of others
• Know when to fight and when to compromise
18 UX INNOVATION LLC
Summary
• Function as a “change agent”
• Partner tactically to achieve strategic goals
• Influence others as part of your “foreign policy”
• Develop cross-org synergies
• Adjust deliverables to align with strategy