What the *UX?!? A Structured Approach to Tackling UX Strategy - Steve Denning and Abi Renyolds
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The document presents a structured approach to UX strategy, emphasizing the importance of prioritizing customer experience in the design process. It outlines the challenges of implementing UX strategy and provides a framework for creating and developing a roadmap to mature UX within an organization. Key elements discussed include establishing a clear UX vision, assessing current UX maturity, and identifying success metrics.
What the *UX?!? A Structured Approach to Tackling UX Strategy - Steve Denning and Abi Renyolds
- 1. 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
- 2. 2 UXPA 2015 Your hosts for this evening… Abi @abijreynolds Steve @steve_denning
- 3. 3 Who’s in the room… UXPA 2015
- 4. 4 UXPA 2015 150+ years experience
- 5. UXPA 2015 DirecHng Managing Researching Designing ConsulHng
- 6. 6 UXPA 2015
- 7. 7 UXPA 2015
- 8. 8 UXPA 2015
- 9. UXPA 2015 Size of UX team
- 10. 10 UXPA 2015
- 11. 11 UXPA 2015
- 12. 12 UXPA 2015 hQp://www.briHsh-‐sign.co.uk/briHsh-‐sign-‐language/ Introduce yourself…
- 13. 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
- 14. PresentaHon Htle / Footer text 14 Our journey here
- 15. 15 UXPA 2015
- 16. 16 UXPA 2015
- 17. May 2015 17
- 18. The Challenges of Embedding UX EducaHon & Awareness Business Alignment Proving the Value IntegraHon 18 UXPA 2015
- 19. 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
- 20. 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
- 21. UX – U = X Developer-‐driven experience 21 UXPA 2015
- 22. UX – U = X Product-‐driven experience 22 UXPA 2015
- 23. UX – U = X HiPPO-‐driven experience 23 UXPA 2015
- 24. 24
- 25. UX ≠ UI 25 UXPA 2015
- 27. = UX Strategy 27 UXPA 2015
- 28. 28 Source: Google UXPA 2015
- 29. 29 Product UX Strategy vs InsRtuRonal UX Strategy UXPA 2015
- 30. What does UX Strategy mean to you? 30 UXPA 2015
- 31. 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
- 32. Framework 32 UXPA 2015
- 33. 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?”
- 34. Vision 34 UXPA 2015 “Where do we want to get to?”
- 35. 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?
- 36. Cra`ing the Vision 1. Apply the UX lens to the organisaRonal vision 36 UX UXPA 2015
- 37. Useful Desirable Usable Valuable Credible Findable Accessible UXPA 2015 2. Pull in the elements of the UX Source: Peter Morville Cra`ing the Vision
- 38. 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.”
- 39. Landscape 39 UXPA 2015 “Where are we at the moment?”
- 40. Push/Pull Factors UXPA 2015 What is holding you back? What is pushing you forward?
- 41. Integrated Managed Recognised Informal UX Maturity “How established is UX in our organisaRon?” UXPA 2015
- 42. Roadmap 42 UXPA 2015 “How will we get from A to B?”
- 43. PresentaHon Htle / Footer text 43 Building the team
- 44. 44 UXPA 2015 UX Product CX Digital MarkeRng Agile
- 45. Measure 45 UXPA 2015 “How will we know if we are successful?”
- 46. UXPA 2015 46
- 47. UXPA 2015 47 Source: Arron Walter UX maQers Wisdom Knowledge InformaHon Data
- 48. Key Performance Indicators Purpose Timescales Benchmarks AcRons UXPA 2015
- 49. Key Performance Indicators Strategic Web (AnalyRcs/SEO) Financial/sales Support Social Campaign UX/Usability „ Usefulness „ Findability „ EffecHveness „ Efficiency „ SaHsfacHon UXPA 2015
- 50. 50 Vision Landscape Roadmap Measure UXPA 2015
- 51. 55 North Castle Street Edinburgh EH2 3QA United Kingdom Tel: 0131 225 0850 @UserVision www.uservision.co.uk hello@uservision.co.uk Stephen Denning – UX Director @steve_denning Abi Reynolds – Principal UX Consultant @abijeynolds 22 June 2015