winning hearts and minds: tips for embedding user experience in your organisation
DESCRIPTION
Presentation for GOTO Copenhagen 2012. Tips on embedding User Experience in an organisation.TRANSCRIPT
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WINNING HEARTS & MINDS: TIPS FOR EMBEDDING USER
EXPERIENCE IN YOUR ORGANIZATION
Michele Ide-SmithRed Gate Software
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“As their usability approach matures, organisations typically progress through the same sequence of stages, from initial hostility to widespread reliance on user research.”
Jakob Nielsen
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A bit of background
Photo by Kaptain Kobold http://www.flickr.com/photos/kaptainkobold/5359290323
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About me
• UX Specialist at Red Gate Software• I work on tools for tSQL developers
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My UX journey…
Web developer
Project Manager & Information
Architect
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Head of Interactive Production
Web Strategy Manager
UX Specialist
Web accessibility
Observed usability testing
Information Architecture
MSc in Human Computer Interaction
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UX maturity takes time
2006 2011
Occasional usabilitysurvey
Dedicated UX ArchitectUX techniques and skills
embedded
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UX Maturity Model diagram from an article by @rfeijo http://johnnyholland.org/2010/04/16/planning-your-ux-strategy/
In 5 years, we got to here
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Photo by Sarah and Mike …probably http://www.flickr.com/photos/sarahandmikeprobably/4266668689/
How do you get started?
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UX techniques are not hard to pick up
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But knowing when and why to use them takes experience
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Tip #1Start small, show value
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Start with small butperfectly formed projects
Research
Design
PrototypeEvaluate
Improve
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Tip #2Provide evidence
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Some stakeholders have strong opinions
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Use data to tell a story about your users
Support centre
Surveys and feedback forums
Usability tests andsite visits
Analytics
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Tip #3Be considerate
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Highlighting poor design and content requires tact and diplomacy
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Use familiar language e.g. ‘customer focus’, ‘customer experience’
Always point out something positive as well as the negatives
Photo by hatalmas http://www.flickr.com/photos/hatalmas/6094281702
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Tip #4Evangelise
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It’s your job to sell the value of UX
Photo by Alice Bartlett http://www.flickr.com/photos/alicebartlett/2364526812
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Doing UX work early reduces the cost of development and testing
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Bad UX costs the business through increased calls to customer support
Photo by ntr23 http://www.flickr.com/photos/ntr23/4435476085
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UX can be a differentiator
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Tip #5Find a UX champion
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A UX champion can help gain organisational support and resources
Photo by Dunechaser http://www.flickr.com/photos/dunechaser/3538429942/
UX rocks!!
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Tip #6Develop in-house skills
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If you have budget available and decide to use external expertise
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Work collaborativelyFind a supplier who’ll work
collaboratively
And help transfer skills to in-house teams
Photo by Lollyman: http://www.flickr.com/photos/lollyman/4424552903
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The whole team can learn UX skills
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Everyone in the team can learn to do expert reviews, run usability
sessions or analyse data
Photo by Oblong http://www.flickr.com/photos/oblongpictures/5250948891
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Consider some training delivered on site for the whole team
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Tip #7Encourage ownership of UX
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Anyone can have design ideas
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The person who created these sketches had no prior UX experience
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Run sketching sessions with the team to generate design ideas
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Increasing ownership of UX in the team means that everyone thinks pro-actively about your product
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Tip #8Observe your users
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Usability testing is an invaluable way to get early feedback on designs
Photo by Kaptain Kobold http://www.flickr.com/photos/kaptainkobold/5181464194
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Recruiting users can be time consuming and expensive
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Advertise on your website
Opt in on surveys or feedback forms
Maximise opportunities to recruit users
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Use virtual meeting software to do usability testing with remote users
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Observe people using your product in real contexts – you might be surprised!
Photo by coleydude http://www.flickr.com/photos/27433628@N05/2596493033/
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Tip #9Co-locate
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Embed UX specialists within product teams
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(Insert picture of team with UX person)
Product Manager
Project Manager
User Experience
Testers
Developers
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UX should attend the daily stand-ups and other team meetings
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Get immediate design feedback on stories you are implementing e.g. the ‘Daily Demo’
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UX can pair design with a developer to make iterative UI improvements quickly and cheaply
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Tip #10Make UX work visible
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Use whiteboards and walls!
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Include UX stories and tasks in the backlog and on the Kanban / Scrum board
These are the UX tasks
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Tip #11Collaborate
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Collaboration increases team buy-in to UX and can save time
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Invite the team to observe user testing, then analyse findings together
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Categorise the findings
Observers write issues on pink stickies, observations on yellow stickies
Design solutions / ideas become stories on the backlog
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Play collaboration games to generate and explore ideas
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Collaboration gamesCheck out the Gamestorming book, or http://www.gogamestorm.com
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Tip #12Communicate
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Set up a blog or wiki to communicate what you are doing and learning
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Do you know who your users are?
Photo by Joe Shablotnik http://www.flickr.com/photos/joeshlabotnik/305410323/
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Collect observations from site visits, interviews and usability tests
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Create personas with the team to bring your research data to life
Photo by Canned Tuna http://www.flickr.com/photos/cannedtuna/4852756417/
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Tip #13Measure improvements
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Benchmark, set targets and evaluate using consistent metrics to show improvements
Photo by Alice Bartlett http://www.flickr.com/photos/alicebartlett/2363694581/
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Example metrics
• Qualitative– System Usability Scale (SUS) questionnaire– Usability problems– Satisfaction
• Quantitative– Task completion– Time on task– Errors (number of errors and task failure)– Conversion rate / funnels
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Tip #14Align UX & Product Management
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UX and Product Managers should work with, not against, each other
Photo by Stéfan http://www.flickr.com/photos/st3f4n/6180464865/
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Technology Acceptance Model (Davis, 1989)
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A successful product is both useful and easy to use*
* And hopefully desirable too!
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Tip #15Reach out to your organization
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Procurement decisions are often only based on cost and business requirements
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Do usability and accessibility evaluations before purchasing off-the-shelf systems
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Tip #16Standardise processes
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Standardising processes, tools and templates saves time and helps with a UX roll out
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Method cards courtesy of http://nform.com/tradingcards/
Method cards helps educate the team
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Leave room to experiment with new techniques – don’t be too prescriptive
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Tip #17Get some friends
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UX can become a full time job, but it’s often only a small percentage
of your job role
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You may need to make a case for dedicated UX roles
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In conclusion
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Embedding UX
Listening to customers
Developing UX skills
CollaboratingEvangelising & Communicating
Defining processes &
tools
A model for embedding UX
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“No matter how impassioned your approach, it’s impossible to take a company straight from UX indifference to UX maturity. The demands are too disruptive. Focus, as the undercover manifesto suggests, on big change through small victories, slowly winning the hearts and minds and convincing your team of the need for UX approaches .”
Cennydd Bowles, James Box
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It can feel like climbing a mountain, but working as a team
you’ll get there
Photo by Rob Young http://www.flickr.com/photos/rob-young/2835825416
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Thanks for listening!
Photo by brieuc_s http://www.flickr.com/photos/brieuc/4225881624/
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Get in touch
Michele Ide-Smith
User Experience Specialist
Red Gate Software
@micheleidesmith
b: www.ide-smith.co.uk