Are you riding the UX Strategy wave to maturity?

transcript

ARE YOU RIDING THE STRATEGY WAVE TO MATURITY?Pradeep Nayar @designonmymind

August 26, 2015

@ Fuzzy Math

WHO AM I?

THE BUSINESS ENVIRONMENT TODAY…

IT’S A GOOD TIME TO BE A UX PERSON :-)

WHAT IS UX STRATEGY?

WHAT IS UX STRATEGY?I’m sure you folks know this!

@designonmymind Are you riding the strategy wave to maturity?

TOPICS WE WILL COVER TODAY

• What is your organization’s maturity?

• What is your UX adoption maturity?

• Where do we go from here?

WHAT IS YOUR ORGANIZATION’S MATURITY?

STORY# 1Why I’m talking here today….

ORGANIZATIONS HAVE A METABOLIC RATE

ORGANIZATIONS = HUMANS

ORGANIZATIONS EVOLVEJust like humans, organizations have evolved.

CORPORATE LIFE CYCLE MODEL

A simple ten-stage corporate life cycle model that helps us understand the typical life-cycle stages that many organizations go through.

Created by Dr. Ichak Adizes, a renowned business guru and theorist.

Reference: http://www.adizes.com/lifecycle/

COURTSHIP

INFANCY

ADOLESCENCE

THE FALL

ARISTOCRACY

RECRIMINATION

BUREAUCRACY

CORPORATE LIFE CYCLE MODEL (EXPLAINED)

COURTSHIP

It exists as an idea in

the Founder’s head.

The focus is on dreams

and possibilities.

The primary goal of this

stage is to build the

Founder’s enthusiasm

and commitment to

making this dream a

reality.

INFANCY

The Founder quits her

day job and focuses on

moving from ideas to

action.

The time for talking is

over; it is time to get to

work and produce

results (sales and cash.)

There is usually a lack

of attention to

paperwork, process,

systems and sleep!

This is a rapid growth

stage with strong sales

and cash flow.

The founder believes

they can do no wrong

and sees everything as

an opportunity.

The company is

organized around

people rather than

functions; capable

employees wear many

ADOLESCENCE

During this stage the

company is forced to

take a new form.

This second birth is an

emotional time where

the company must find

a life apart from that

provided by its

Founder.

With so many internal

conflicts the company

suffer a temporary loss

of vision.

This is the optimal

position on the

lifecycle, where the

organization finally

achieves a balance

between control and

flexibility.

There is an enterprise-

wide focus on

customers and earning

their long-term

satisfaction.

Priorities are clear. The

organization knows

what to do, and what

not to do.

THE FALL

Companies that are in

the Fall phase have

started to lose their

vitality and are aging.

They are still financially

strong, but without the

eagerness of their

earlier stages. They

welcome new ideas but

with less excitement

than they did during

the growing stages.

Companies in the Fall

stage are often cash

rich and have strong

financial statements.

ARISTOCRACY

The company

neglected to pursue

long-term

opportunities, the focus

becomes increasingly

short-term.

Companies acquire

businesses rather than

incubate start-ups.

Company leaders rely

on the past to carry

them into the future.

RECRIMINATION

The good-old-buddy

days of the Aristocracy

are gone, and the

witch-hunts begin.

Executives fight to

protect their turf,

isolating themselves

from their fellow

executives.

The focus is on who

caused the problems,

rather than on what to

do about it.

BUREAUCRACY

Although it should be

dead, the company in

Bureaucracy is kept

alive by artificial

financial life support.

Procedure manuals

thicken, paper work

abounds, and rules and

policies choke

innovation and

creativity.

Death occurs when no

one remains committed

to sustaining the

organization.

This final stage may

creep up over several

years, or it may arrive

suddenly, with one

massive blow.

COURTSHIP

INFANCY

ADOLESCENCE

THE FALL

ARISTOCRACY

RECRIMINATION

BUREAUCRACY

Are you riding the strategy wave to maturity?@designonmymind

FOOD FOR THOUGHT

Where is your

organization in this

corporate life cycle

model?

If Prime is the optimal

phase of the life cycle is it

ideal for UX or does it

start before that?

Please note: Unlike the lifecycle

of human beings, organizations

are not required to eventually die

COURTSHIP

INFANCY

ADOLESCENCE

THE FALL

ARISTOCRACY

RECRIMINATION

BUREAUCRACY

FOOD FOR THOUGHT

Where is your

organization in this

corporate life cycle

model?

If Prime is the optimal

phase of the life cycle is it

ideal for UX or does it

start before that?

Please note: Unlike the lifecycle

of human beings, organizations

are not required to eventually die

COURTSHIP

INFANCY

ADOLESCENCE

THE FALL

ARISTOCRACY

RECRIMINATION

BUREAUCRACY

Is this ideal for UX?

FORMING STORMING NORMING PERFORMING MODEL

FORMING Learning about each other

STORMING Challenging each other

NORMING Working with each other

PERFORMING Working as one

Performing model of group development by Bruce Tuckman (1965)

IS THERE… A MISSION A VISION A SHARED PURPOSE AND A CLEAR STRATEGY TO GET THERE…

WHAT IS YOUR UX ADOPTION MATURITY?

CORPORATE UX MATURITY MODEL

As every organization evolves in its maturity around user experience, their understanding and appreciation of the field goes through defined phases of maturity.

Created by Jacob Nielsen back in 2006.

STAGE 1: Hostility Toward Usability

STAGE 2: Developer-Centered User Experience

STAGE 3: Skunkworks User Experience

STAGE 4: Dedicated UX Budget

STAGE 5: Managed Usability

STAGE 6: Systematic Usability Process

STAGE 7: Integrated User-Centered Design

STAGE 8: User-Driven Corporation

Reference: http://www.nngroup.com/articles/usability-maturity-stages-1-4/ http://www.nngroup.com/articles/usability-maturity-stages-5-8/

CORPORATE UX MATURITY MODEL (EXPLAINED)

STAGE 1

Developers simply

don't want to hear

about users or their

Humans are irrelevant.

They’re “told” to use

the system. Usability

issues are user errors.

You can forget about

promoting user

experience!

STAGE 2

Design team relies on

its own intuition about

what constitutes good

user experience.

At stage 2, people care

about usability.

You will hear that UX is

important for the

organization but there

is no actually funding

for usability work.

STAGE 3

Despite all the barriers,

at this stage, a few

groups within the

company will initiate

small UX efforts.

All UX activities and

user research are ad-

hoc and driven by user

advocates hidden

within the company.

STAGE 4

UX activities are

planned for in the same

way as other quality

processes.

UX staff is scattered

around the company

and doesn't have any

systematic processes

in place.

STAGE 5

There's an official

usability group, led by a

UX manager who has

the charter to "own" UX

and usability.

The UX manager

spends all his time

increasing

organizational maturity

and leveraging existing

UX staff for more

strategic purposes.

STAGE 6

The company has

recognized the need

for an actual user-

centered design

process, with multiple

activities and

milestones.

There will be a process

in place for tracking

user experience quality

across projects and

releases.

STAGE 7

The company often

tracks quality at stage 7

through quantitative

usability metrics.

Each project has

defined usability goals

that these

measurements must

surpass for the design

to be green lit for

release.

STAGE 8

User data doesn’t just

define individual

projects in stage 8, it

determines what types

of projects the

company should fund.

The concept of total

user experience is

extended beyond the

screen to other forms

of customer.

TIME TO PROGRESSStage 1A company can remain

hostile toward usability

for decades.

Stage 2 to 4Companies often spend

2 to 3 years in each of

these stages.

Stage 5 to 7A company will often

spend 6 to 7 years each

in stages 5 and 6.

Stage 8In most cases, it's 20 years!

WHERE DO WE GO FROM HERE?This is where I rant!

DO YOU HAVE A (C-SUITE) SPONSOR?

ARE YOU TALKING ABOUT DEFINITION SEPERATE FROM EXECUTION?

HOW DOES UX STRATEGY FIT IN THE TEAM?

HOW DOES UX STRATEGY FIT IN THE TEAM?It depends…

Team of Generalists

Team of Specialists

VsSeparate Group Within a group

“IT’S NOT ABOUT DELIVERABLES, IT’S ABOUT DELIVERY!”- Andy Budd

UX STRATEGY WILL EVOLVE TO EXPERIENCE STRATEGYLet’s ditch the word UX so that we don’t have anything to do with UX/UI

WE ARE SO SPECIAL

WE’RE NOT!Think about technology adoption in organizations over the last 20 years

WE’RE DEALING WITH ORGANIZATIONAL CHANGE MANAGEMENTBut we’re screwed cause we make things look easy. Everyone can do UX!

WHAT IS YOUR PRODUCT DEVELOPMENT PHILOSOPHY?

WHAT IS YOUR PRODUCT DEVELOPMENT PHILOSOPHY?Quiet honestly, it doesn’t matter. You just need the right people.

IN SUMMARY

• Organizations have a metabolic rate. Does your’s match?

• What is overall maturity of your organization?

• What is your stage of UX adoption?

• Do you have a C-suite sponsor?

• Are you talking strategy?

• Do you have the right team structure for it?

• We we really need to own a deliverable?

• We’re going through organizational change management.

• Ultimately, it’s having the right people that matter.

THANK YOU.

Questions, comments & feedback Please contact @designonmymind

Special Thanks to Amazing Photographers

who put their work in the creative commons Amazing Illustrators at the Noun Project

Alexander Blagochevsky Dan Hetteix

Jaime Carrion Jakob Vogel

Jeremy J Bristol Juan Pablo Bravo

Krisada Lil Squid

Marco Hernandez Melissa Hendricks

Mike Ashley Gifted Friends

Dan Boysen Daran Redenbaugh