beyond the ux tipping point - r3...occasional ux projects with limited success. ux team serves...

@jmspoolJared M. Spool

Beyond the UX Tipping Point

1 An old mouse learns new tricks

Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com

© Copyright 2016, User Interface Engineering. All Rights Reserved.

Presenting…

The Disney Magic Band. A $1,000,000,000 wearable project.

Beautifully designed and packaged personalized wrist bands.



Three different state-of-the-art radio transmitters.

Replaces hotel room key.



Acts as park-entry tickets and priority ride access.

Pays for food and shopping at Disney’s in-park retail outlets.



Favorite characters seek out your child and greets them by name.

1997



UIE’s Disney Usability Test Task

What is Walt Disney World’s least expensive hotel that

is on the monorail?

(Answer: The Polynesian Resort)

UIE conducted hundreds of usability tests on Disney.com from 1995 to 2007.

1 out of 10 succeeded.



UIE conducted hundreds of usability tests on Disney.com from 1995 to 2007.

1 out of 5 chose a hotel in Disneyland.



1997 2014

2 How we learned to design



ConsciousIncompetence

UnconsciousIncompetence

Growth Stages of Understanding

Sees thedifference betweengood and poor quality.

Produces poor quality outcomes without realizing it.

ConsciousCompetence




Learns practices that produce good outcomes.

Now aware their outcomes are poor quality.




FluencyUnconsciousCompetence

ConsciousCompetence




Produces good outcomes without thinking about it.



Follows defined procedures to produce good quality outcomes.

LiteracyUnconsciousCompetence

ConsciousCompetence






Follows defined procedures to produce good quality outcomes.

Intuitively produces good quality outcomes.



Fluency

UnconsciousCompetence

Literacy

ConsciousCompetence




Detailed knowledge of what differentiates good quality from poor quality.

MasteryFluencyLiteracy


ConsciousCompetence





Repeated practice of procedures to create good quality outcomes.



Mastery


ConsciousCompetence




Literacy Fluency


Repeated practice of procedures to create good quality outcomes.

Comprehensive knowledge and craftsmanship for intuitive work.

Spot UX Design

Dark Ages:No UX Design

Growth Stages of Organizational UX Design

Emergent UX leader pushes for a project.

No resources for design. All resources go to business and technological needs.



UX Designas a Service

Spot UX Design



Executives start investing in UX.


Occasional UX projects with limited success.

Embedded UX Design


Spot UX Design



Teams demand more design involvement.



UX team serves projects on an as-needed basis.



Infused UX Design

Embedded UX Design


Spot UX Design



‘Non-designer’ team members are now fluent in design.




Project teams get their own UX resources.

Infused UX Design

Embedded UX Design


Spot UX Design






Project teams get their own UX resources.

Every project team member has fluent design skills.



Infused UX Design

Embedded UX Design


Spot UX Design



1997

Infused UX Design

Embedded UX Design


Spot UX Design



1997 201417 Years



Infused UX Design

Embedded UX Design


Spot UX Design



Organizations Teamsare made of



Infused UX Design

Embedded UX Design


Spot UX Design



In an organization, teams are at different growth stages.

Teams Peopleare made of

(Influencers)



Literacy Fluency MasteryInfused

UX DesignEmbedded UX Design


Spot UX Design



On a team, influencers are at different growth stages.A team’s growth stage is the stage of the most immature influencer.

Literacy Fluency Mastery

Infused UX Design

Embedded UX Design


Spot UX Design





Infused UX Design

Embedded UX Design


Spot UX Design



The UX leader’s primary job is leveling up the team.

Literacy Fluency Mastery

3 Who should build a Nest?



Why wasn’t Honeywell the first to invent the Nest?

1953 2011

FeaturesTechnology

Growth Stages of the Market

A competitor emerges.



ExperienceFeaturesTechnology


There are no more features customers care about.

CommodityExperienceFeaturesTechnology


The product becomes part of a bigger experience.








Spot UX Design

Serious UX Design

Embedded UX Design

Infused UX Design




Why wasn’t Honeywell the first to invent the Nest?

1953 2011





Infused UX Design

Embedded UX Design


Spot UX Design



A one-timeUX design project

Honeywell Nest

A built-in UX design culture

$3,200,000,000

In 2014, Google purchased Nest for:

Infused UX Design

Embedded UX Design


Spot UX Design



Startup TeamExisting Company Team




Spot UX Design


Embedded UX Design

Infused UX Design


✓❌

Works Technically: ✓Meets Business Needs:

Delightful Design:

UX Tipping Point

✓✓

✓

UX Tipping Point: When the organization holds back products because they’re not “designed right.”

4 Managing for a system instead of a process



Process: Designed to operate the same every time.

Systems: Designed to be flexible and adaptable to situations.



Mastery


ConsciousCompetence




Literacy FluencyExample Literacy plays:

• Start a usability testing program. • Teach team to conduct usability testing. • Socialize journey maps. • Start an immersive exposure program. • Conduct a UI inventory. • Integrate story mapping into Agile. • Deconstruct design differences.

Example Fluency plays:

•Get secondary influencers into projects early. •Create a UI controlled vocabulary. •Create a voice & tone guide. •Create feature-level personas. •Adopt Lean UX practices. •Conduct regular design studios. •Adopt mini creative briefs.

Example Mastery plays:

• Create themed roadmaps. • Adopt a customer-driven product strategy. • Integrate listening-based user research. • Integrate end-to-end service design. • Integrate CX with UX practices. • Dedicate UX team to improving UX process. • Eliminate UX-based position titles.

Most Effective Plays for Design-Driven Organizations

Immersive Exposure



Literacy

Immersive Exposure provides the understanding of the problems our customers face today.

Good: Regular usability testsBest: Regular field visits

Immersive Exposure

Recommended minimum: 2 hours every 6 weeks.

☺

☹

Searching for a hotel

Review

ing the property

Review

ing room rates

Start booking

Guest inform

ation

Billing information

Payment inform

ation

Confirm

booking

Done!

Customer Journey Map




Immersive Exposure

Shared Experience Vision

Literacy

A Shared Experience Vision provides guidance for making critical design decisions.


Fluency



☺

☹

Customer Journey Map


Immersive Exposure


Culture of Continuous Learning



Literacy

A Culture of Continuous Learning provides development of a deep understanding of customer needs.


Fluency

Mastery

Nobody wants to answer: Why did we fail?Everybody likes to answer: What did we learn?

Daily Standup Questions

1. What have you accomplished since the last standup?2. What will you accomplished before the next standup?3. What is most preventing you from getting things done?4. What is your highest priority?

5. What is the most important thing you've learned andhow will it change what you do in the future?




Immersive Exposure



Credit Dan Rubin



Beyond the UX Tipping Point‣ People learn UX design by growing from unconscious incompetence to

conscious competence, finally to unconscious competence. ‣ Individuals grow from literate, to fluent, finally to masters.

‣Organizations need to grow the UX design efforts. ‣ Through UX Design as a Service, to Embedded UX Design, to Infused UX Design

‣We need a playbook, filled with plays, that get us to being a design-driven organization.

@jmspool

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uie.com

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beyond the ux tipping point - r3...occasional ux projects with limited success. ux team serves...

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