Scaling UX in a maturing organisation
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The document outlines the importance of user experience (UX) in design, categorized into five stages of UX maturity in organizations, from no UX design to fully integrated UX teams. It emphasizes user-centric practices, such as regular user interactions, establishing a bold UX vision, and fostering a culture of continuous learning for effective product development. Furthermore, it provides actionable tips for organizations to improve their UX maturity gradually.
Scaling UX in a maturing organisation
- 2. • UX agency • Established 2006 • Sundsvall, Stockholm and Auckland 🥝 • Product Management/Design/Tech
- 3. Why? 🧐
- 4. UX is a strange beast
- 5. We’re constantly trying to define what it is
- 6. Let’s list all of the UX methods, process and tools available
- 7. Kidding!
- 8. Let’s talk about people
- 9. So, what is our definition of “the UX person”?
- 10. Somebody who cares for and is responsible for making the users happy 👏
- 11. So basically we are responsible for something super-vague…
- 12. …on top of that we need others to understand our vague stuff 😿
- 14. So - we made a model! (Actually, it’s a pyramid.) 👌
- 15. Because, the value of UX design is correlated with the design maturity in the organisation.
- 16. UX-pyramiden 1 2 3 4 5 UX design in teams Dedicated UX design Ad hoc UX design No UX design UX sets the direction
- 17. • No resources allocated to the user experience • ”Everything will be fine when we launch” • Not knowing they are making design decisions • 😭 No UX design “This seems important but we really do not have time” 1 2 3 4 5
- 18. Ad hoc UX design “We need to make it easy for the user” • Temporary UX projects with limited results • “We need UX on this” • Improving reactively • Need clear user goals and follow up on the effect1 2 3 4 5
- 19. Dedicated UX design • UX team helps out in projects when requested • Sharing personas, user tests, user research • Few people in many places with limited results "We need to test this to see what users are doing" 1 2 3 4 5
- 20. UX design in teams • UX embedded in the team • Competence is among several people in the team • Creates processes & creates deep user insights • Great short term UX work "We need to know more about users' needs" 1 2 3 4 5
- 21. UX sets the direction • User insights controls product development • The product owner has very good UX competence • Clear processes and structures for working user-centric • There is vision for user experience “Our product decisions are based on user insights” 1 2 3 4 5
- 22. Four tips on how to start climbing the pyramid 🤘
- 23. 1. Start meeting your users regulary • Bare-minimum of two hours at least every six weeks • Spend time interacting with your users • See it as an opportunity to meet a person - not data to be collected • Stage 5 organisations make this task a top priority
- 24. 2. Establish a bold vision for the user experience • Identify an ambitious vision that describes the perfect user experience • Create as how it should be - let that guide you • Prioritise those projects or initiatives that brings you closer to that vision • Make sure the user experience vision is a shared vision
- 25. 3. Embrace a culture of continuous learning • Regularly do retrospectives during projects • A mistake repeated means we didn’t learn anything form the first mistake • Organisations that embrace this climbs the stage at a higher pace • Share your insights or perish
- 26. 4. Don’t do it all at once • Don’t try to run before you can walk - change takes time • Avoid having a “UX Police” trying to enforce methods and processes • People are different - change will happen at different paces • Embrace the need for ambassadorship and grit
- 27. Thank you! Jonas Englund jonas.e@osynlig.se 070-674 99 12 Gabriel Jönsson gabriel@osynlig.se 070-264 89 52 Linus Lennstrand linus@osynlig.se 073-032 72 03