Changing the Cultureof Consumer and Enterprise Giants Through UX Strategy
Mike T. HüblerUser Experience Program ManagerNorthrop Grumman
Tim KlaudaVice President, Global Digital CreativeWalt Disney Parks & Resorts
September 9th, 2015
Walt Disney World Disneyland Disneyland Paris Hong Kong Disneyland Shanghai Disney Resort Disney Cruise Lines Adventures by Disney Disney Vacation Club Aulani
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Walt Disney Jack Northrop Leroy Grumman
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The Process of Design Squiggle by Damien Newman, Central Office of Design
Uncertainty / patterns / insights Clarity / Focus
Research Concept Design
Northrop Grumman
Giant Enterprise ChallengesCustomers ≠ Users
Contracts incentivize quantity (new features)
Operations measured by reactive stoplight charts, not leading indicators
Testing focuses on mechanical checklists, not User mission
Technological solutions in need of actual customer problems
Engineer before listening
Measuring the SUS and UX quality of projects Many projects do not know their user community
Sampling projects yielded failing SUS scores and project rejection
Program stoplight charts moving from green/blue to red
Handy Patients Electronic Medical Record(free, open source version)
Northrop GrummanHealthIT Prototype UI (EMR)
(Designed and developed by The User Experience Team)
Wikipedia contributors. "Electronic health record." Wikipedia, The Free Encyclopedia. Wikipedia, The Free Encyclopedia, 29 Jan. 2014. Web. 30 Jan. 2014.
Civil Example
Northrop Grumman Today
(Feijo, 2010)
Integrated Air and Missile Defense Program
Center for Disease Control & Social Security UX
Northrop Grumman 2020?
Measuring our EnterpriseUX Maturity
UX Demand is Quickly Exceeding Available UX Supply
0
13
25
38
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2010 2011 2012 2013 2014 2015 2016
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78 UX Practitioners in Northrop Grumman as of Aug. 2015
UX Growth
Move UX to the leftSoftware Engineering
Systems Engineering
Business Acquisition
Long-term research investment
Shift from support role to leadership role
Provide the big vision that guides disparate engineering disciplines
Vision: Enable IS to lead as the DoD software vendor of choice
UX Mission: Execute user-centered processes across the lifecycle, teach UX methodology across the Sector and innovate through R&D and structured collaboration with key technology focus areas.
OPERATE EXECUTE EDUCATE INNOVATE
Focus Area: Operate (SW COE UX Front Office)
Make UX resources available across the sector and ensure functional leadership and growth for UX talent.
OBJECTIVES • Manage UX functional resources and rotations • Staff front office for UX consultation • Manage software design libraries • Manage product lines and UX style guides
Focus Area: Execute (Division UX)
Ensure that user-centered design is practiced across technology and product lifecycles.
OBJECTIVES • Perform UX work on captures, proposals and programs • Set division & OU UX goals • Work with MA to establish and measure UX related KPIs and human
performance success criteria
Focus Area: Educate (UX Academy)
Provide UX 101 training for executives, technical training for practitioners and establish standards for UX talent.
OBJECTIVES • Teach courses to executives, adjacent technical positions and UX
practitioners • Oversee T3G and UX Process standards • Establish UX talent track and industry equivalent labor
Focus Area: Innovate (UX Key Technology)
Manage the UX key technology focus to establish far-reaching R&D efforts and successful translation to products
OBJECTIVES • Perform advanced HCI research • Grow global UX adaptation capabilities across domains • Enhance mission effectiveness via increases in human performance
and teaching customers “art of the possible”
Near term strategyDigital narratives in the shaping stage of contracts describe the experience users will have with our systems and services
Experience maps in the early program and systems engineering phase will lead disparate engineering efforts towards common vision
Align UX with other engineering disciplines: measurable and repeatable
UX Academy for changing culture
Give users a voice
Initiate Launcher Control By User
Storyboards: Systems Engineering
Graphic novel storyboards
Enterprise Storyboard Production
Digital Narrative for the Japanese Delegation
Physical
Task Performance Cognitive
Behavior, Motivation &
Attitude - Physiological Responses
- Physical Workload
- Work Patterns
- Teamwork - Decisions - Self-
Analysis - Attention - Affect - Cognitive
Workload - Situation
Awareness
- Time on task - Task accuracy - Task
Completion - Errors
Design decisions are driven by data
Scientific Methods for Measuring UX
Culture
Development
Manage-ment
State-of-the-Art
UX
New Methods & Tools
Applied UX
Talent Strategy
Invest. Strategy
How Do We Get There?UX Key Technology Strategies
Maint./ServiceProgramProposalCaptureIR&DLTP
Needs and global trends
Discover user needs
Innovate and invent
Shape Demonstrate Design Evaluate
User research repositories for the domain
HCI research science
UX strategy for product line development
Human augmentation
Human-machine teaming
Data analytics
Media ecosystems
Adaptive Interfaces
Art of the possible demo
Storyboarding
Animation
Customer relations
Customer experience
Interactive prototype
Updated proposal style
UX metrics
Past performance
Product concept development
UX design
UX research
Reusable front-end framework
Human performance metrics
Product line design and development
Product satisfaction
Automated metric collection
User surveys, focus groups
New product and feature ideas
UX support across the lifecycle, across domains, across organizations
UX in the Business Life Cycle
ResultsUX is an Information Services sector Key Technology Focus Area
UX to be corporate Key Technology Focus Area in 2016
UX Academy established virtually this year, expanding to a physical institution in 2016with diverse curriculum serving the company
Internal research investment for UX increases 6x in 2016 and becomesan institutional sector commitment
Creating a services organizational model with new government rate disclosure to allow for
“UX Agency” or functional UX group
UX supporting the top business captures of every Division
Walt Disney Parks & Resorts
Giant Enterprise Consumer ChallengesCustomers ≠ Users
Complex org means multiple stakeholders & some projects funded by other sources (Ops, Marketing, etc.)
Contracts incentivize quantity (new features)Consumer demands (constantly playing catch up) make us feature centric over experience centric
Engineer before listeningTech estimation done before any proper UX Design discovery
Project based business model limits ability to work on “new” and puts a premium on prioritization
Need to balance functionality with emotion
Measuring the UX quality of projects Internal dashboard that tracks quality (as opposed to delivery progress and timing)
Analytics, A/B & Multivariate Testing & every possible eCommerce/engagement metric
Internal proprietary WDI method for measuring cost per excellent experience
App store rating, Interviews, Usability Testing, Field Research, Card Sorts, Surveys, etc
Net-Promoter Score (NPS) and other industry standards
The Process of Design Squiggle by Damien Newman, Central Office of Design
Uncertainty / patterns / insights Clarity / Focus
Research Concept Design
The situation is partly due to UX being within a creative team within a tech centric
organization within a broader marketing organization
Educate
(re)Defined our roles& how we work
Show don’t tell
ShopDisneyParksiOS & Android
1.3 shops per visit
per day
304 storefronts at WDW
70,000 products
two shipping options: home & resort
%revenue cut
2000 products
one shipping option: home
It’s an app play!WDW app traffic grew 260% YoY (FY ’14 - FY’15)
Our in-park consumption/utilization continues to be in app
We continue to see a decline in desktop traffic and growth in mobile
The app breaks down barriers to purchase, capitalizes on the emotional connection to our merchandise, and empowers purchasing long after Guests get home by grounding the mobile transaction in their vacation experience.
Fight Club
“When opportunity knocks, it’s too late to prepare.”
John Wooden
give away your expertise(Johnny Appleseed strategy)
Johnny Appleseed
Fun Wheel Challenge@ Disney’s California Adventure
Questions?
