ux enablement: getting your team and your organization to practice user-centered design
TRANSCRIPT
A Digital and Technology Consultancy© RBA Confidential
UX Enablement Getting your team and your organization to practice user-centered design.
@matthewjdoty | @RBAConsulting | #UX_E
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IntroductionsLet’s get to know each other
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About Me
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About You
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UX Enablement Why + What
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The demand for User Experience (UX) expertise has exploded.
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As a result, we see two phenomena:
Well-intentioned UX-ers struggling to bring the full value of User-Centered Design to their
organizations.
Organizations grappling with what it really takes to enable and
sustain the practice and culture of User-Centered Design.
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UX-EUser Experience Enablement
In response, RBA has developed the UX Enablement (UX-E) Framework
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UX-EUser Experience Enablement
UX-E is a suite of services designed to help individuals and organizations understand, adopt, and institute the principles, processes and techniques of User-Centered Design
UCD
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What Does that Look Like?
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UX-E
UCD
Coaching/Mentoring
Management Consulting
Training/Education
Process Definition
Assessment & Strategy
UX-EUser Experience Enablement
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UX-E
UCD
Coaching/Mentoring
Management Consulting
Training/Education
Process Definition
Assessment & Strategy
UX-EUser Experience Enablement
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UX-E
UCD
Coaching/Mentoring
Management Consulting
Training/Education
Process Definition
Assessment & Strategy
UX-EUser Experience Enablement
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UX-E
UCD
Coaching/Mentoring
Management Consulting
Training/Education
Process Definition
Assessment & Strategy
UX-EUser Experience Enablement
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UX-E
UCD
Coaching/Mentoring
Management Consulting
Training/Education
Process Definition
Assessment & Strategy
UX-EUser Experience Enablement
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Wait, Is this just a sales presentation?
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NO
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Making UX-E HappenIdeas and Talking Points You Can Actually Use… Tomorrow
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Debunking UX Myths
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MYTHUCD Keeps Us From Innovation
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FACTUCD Is a Core Component of Innovation
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INNOVATIONQuestion: rethink basic fundamentalsCare: Get to know your customers. Immerse yourself in their livesConnect: bring together concepts, people, and productsCommit. prototype and begin testing
The four phases of design thinking (http://blogs.hbr.org/2010/07/the-four-phases-of-design-thin/)
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MYTHUCD Costs Too Much
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FACTHCD results in cost savings as well as increased revenue
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FACTS68% of customers leave a site due to a bad user experience85% of UX problems can be uncovered by testing only 5 peopleReturn on investment for UCD is between 1:2 and 1:100
http://www.sds-consulting.com/sites/default/files/SDS_UX%20Report%202009.pdfhttp://www.uie.com/articles/three_hund_million_buttonhttp://vitamintalent.com/ux-statistic/#Introduction
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MYTHUCD Takes Too Much Time
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FACTUCD can be flexibly adapted and applied to almost any situation, timeline, or budget
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MYTHWe don’t need to do UCD
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FACTIf we don’t do UCD, then we run the risks of wasting time and money and delivering something our audience doesn't want
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Evangelizing UX
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Defining User Experience
The quality of the interactionspeople have with technology.
A professional field that employs the principles and techniques of User-Centered Design.
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Defining User-Centered Design
A philosophy that places the people who will be using what we are creating at the center of attention throughout the projectA process that actively seeks out and accounts for users’ cognitive, emotional & behavioral factors
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Being User-Centered Means…
We have direct interactionwith the actual users of what we are building;;
and/or
We have access to data the users have generated
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Explaining What UX Does
Understand, empathize with & advocate for the people who actually will use what we’re producing.
Design a solution that delivers on user needs while balancing other priorities. UX
User Needs
Technical Capabilities
Business Objectives
Brand Direction
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How UX Helps Achieve Business Goals
Decrease development time & cost
IF WE…• Employ a collaborative, iterative
process• Include activities that give users a
voice of influence
THEN WE WILL…• Get to the right solution more
quickly than we would have otherwise
Decrease training & support costs
IF WE…• Work with training/support staff• Spend the effort to observe and
interact with users• Frequently validate our decisions
with real users,
THEN WE WILL…• Discover the key interactions to
simplify• Know that we have accurately
addressed the observed issues even before launching the new system
Decrease bounce rates
IF WE…• Precisely understand user
needs/expectations • Frequently validate our decisions
with real users,
THEN WE WILL…• Launch something that will attract
and the retain the right audience because we are delivering something they actually want and enjoy
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How UX Helps Achieve Business Goals
Increase customer adoption
IF WE…• Observe current customer use
THEN WE WILL…• Correctly identify barriers to
adoption• Uncover other opportunities and
user needs• Prescribe and design an
enjoyable, rewarding experience that delivers what the customer actually wants
Improve quality and quantity of leads
IF WE…• Engage in user research
techniques• Evaluate the current experience• Understand business goals
THEN WE WILL…• Precisely understand what
motivates the target audience to take action
• Align the content and interactions in a way that harmonizes user needs with business objectives
Increase conversion rates
IF WE…• Assess the experience of the
current conversion points• Use metrics to drive user research• Observe users to understand the
“why” behind the metrics • Make data-driven decisions
THEN WE WILL…• Accurately understand the
problems & opportunities• Create an experience that directly
increases conversions
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How UX Helps Achieve Business Goals
Increase workforce productivity
IF WE…• Work with training/support staff• Observe and interact with users• Frequently validate our decisions
with real users,
THEN WE WILL…• Accurately identify bottlenecks
and high leverage interactions to address each
• Be assured that the solutions we design actually produce the desired results
Increase customer loyalty
IF WE…• Do what it takes to really
understand who our users are, what they want, what turns them on and off
THEN WE WILL…• Be able to design something our
users want and rely on.
Make quicker, more informed decisions
IF WE…• Use metrics and business
objectives to drive user research• Engage in user research
techniques
THEN WE WILL…• Precisely understand user
needs/expectations thereby removing significant speculation and political spin.
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Kick-starting Transformation
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Keys to Effective Transformation
1. Identify what you want to change2. Pinpoint critical behaviors 3. Experience critical behaviors
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1. Identify what you want to change
• Learn more about UCD• Hire UX talent• Implement UCD thinking• Maximize the UCD toolkit• Establish a UCD practice• Mature the UCD offering• Something else?
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2. Pinpoint Critical Behaviors
• Small & simple• High impact• Yield desired result
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Critical Behaviors
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Critical Behaviors
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Critical Behaviors
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Critical Behaviors: Establishing UX
1. Experience your audience2. Make your thinking tangible3. Take a collaborative stance4. Practice “tactful persistence”
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3. Experience Critical Behaviors
• Capability & Desire• Direct Experience • Vicarious Experience• Buy-in
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CAN I DO IT?
IS IT WORTH IT?
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Direct Experience
“There are three kinds of men. The one that learns by reading. The few who learn by observation. The rest of them have to pee on the electric fence for themselves.”
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CAN I DO IT?
IS IT WORTH IT?
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TRANSFORMATION IS REALLY REALLY REALLY
HARD WORK
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“Opportunity is missed by most people because it is dressed in overalls and looks like work.”
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Generating Buy-In
• Foster Collaboration• Build on Shared Objectives• We are all more likely to buy in if we feel like we are part of the thinking and deciding
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Maintaining Buy-In
• DOCUMENTATION! • Continual demonstration of value• Raise the standards for what it takes to change course
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BEWARE OF GROUPTHINK
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HELP!Getting Outside Expertise
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Call outside help when you need…• Dedicated resources• Specialized expertise • Help to avoid mistakes• External perspectives• A fresh set of eyes• An objective point of view• • Help negotiating differences of opinion• Training
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UX-EUser Experience Enablement
UX-E is a suite of services designed to help individuals and organizations understand, adopt, and institute the principles, processes and techniques of User-Centered Design
UCD
© RBA | UX Enablement | p. 60
UX-E
UCD
Coaching/Mentoring
Management Consulting
Training/Education
Process Definition
Assessment & Strategy
UX-EUser Experience Enablement
© RBA | UX Enablement | p. ‹#›
Let’s TalkQuestions? Comments? Concerns? Criticisms? Jokes?
A Digital and Technology Consultancy