Date post: | 29-Nov-2014 |
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Design |
Upload: | mike-kornacki |
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Road-Mapping UX Culture
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Mike Kornacki Johnson Controls User Experience Architect
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What is User Experience?
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What is User Experience?
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What is User Experience?
What is User Experience?
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UX Maturity Model
Bruce Temkin “UX Maturity Model” Customer Experience Ma#ers
3 COMMON BARRIERS TO UX CULTURE
NO ONE GETS IT
1
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The JCI Way (Pre-UX)
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My first experience with designers was with a couple of guys in leather pants speaking to me using terms that I did not understand
~ Gary McCord
“UI DEVELOPERS ALREADY DO THIS”
2
How UX is Seen
UI Developer
UI Developer
UI Developer
How UX is Seen
UI Developer
UI Developer
UI Developer
Code Review/ Sodware CompleKon
Code Review/ Sodware CompleKon
Code Review/ Sodware CompleKon
How UX is Seen
UI Developer
UX
UI Developer
UI Developer
Code Review/ Sodware CompleKon
Code Review/ Sodware CompleKon
Code Review/ Sodware CompleKon
Doing it’s own thing
How UX is Really Is
UI Developer
UX
UI Developer
UI Developer
Project Team
All working towards the same goal: Delivering the greatest product we can!
UX IS NOT SUPPORTED
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4 STEPS TO UX CULTURE
TELL A STORY
1
“People think that stories are shaped by people. In fact it’s the other way around…”
Terry Pratchett
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BENCHMARK
2
After a single bad experience
of customers will simply leave
Source: 2010 Customer Experience Impact Survey – RightNow Technologies
82%
ORGANIZATIONAL STRUCTURE
UX can avoid lost revenue
In today's consumerized B2B world, digital user experience is a key decision criteria as customers are evaluating competitors based on the quality of the experience they provide.
More customers on average are willing to purchase from a company that provides superior experience versus a company that provides a poor customer experience according to Forrester. *
14.4%
*Forrester, “Best Practices in User Experience Design (UX)”
DIRECT BUSINESS BENEFITS
UX can grow unit volumes
User experience design is easily conveyed during the sales process, as solutions speak directly to customer needs, are easy to understand and can be quickly tied to customer value.
sales conversion increase realized by Telstra in year 1
after site redesign.*
40% increase in downloads per user, per session for Nokia
over previous version.**
20%
*Telstra company data **Nokia company data.
All About SymbianAugust 4, 2010
“One of the new things that the N8 brings is a completely revamped Ovi Store which offers a much more pleasing experience that not only makes finding content easier, also makes sure that you don’t have to go through hoops trying to download an application.”
Accolades
“...in terms of the redesign and performance and usability improvements, we would expect the new Ovi Store client to significantly increase download and usage rates.”
The Handheld Blog September 20, 2010
“Nokia has all but solved those shortcomings with Ovi Store, and we found Ovi Store 2.0 -- the new version that ships with the N8 -- particularly pleasant to use.”
Engadget October 14, 2010
“Ovi Store has reached 3 million downloads per day, a milestone spurred by overall global demand and a recent update that gives users of Nokia's new Symbian smartphone family a friendlier look and feel as well as more popular apps and games."
Wall Street Journal November 18, 2010
DIRECT BUSINESS BENEFITS
Avoiding lost revenue to competitors that offer a better user experience
Newly created Global Experience Design Studio in Minneapolis focuses on delivering an end to end experience across every user touch point.
Hiring a Director of UX Product Management to provide thought leadership and a unifying vision for UX across products.
Areas for enhancement (as indicated by current and former customers)
39 39
126 166 167
238 250 256
0 100 200 300
More fun to use
More sophisKcated
Be#er graphics
Mobile Access
DIRECT BUSINESS BENEFITS
VISION CASTING
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ROADMAP
4
Planning Execution Sustain & Grow
Unified UX Strategy
Product
Culture
Q3 Q4 2014 2016 2015
Design Strategy • Experience Principles • Design Criteria • Unified UX Evolution
Scope & Priority • Programs • Platforms • Features • Users
Visual Consistency • Surface level, look and feel • Brand Consistency • Common Design Language
Behavioral Consistency • Identify patterns of use • Simplify and Streamline Patterns
All work executed should be representative of the strategy. The strategy should remain constant.
Evaluate strategy for alignment with current business goals and technology
Organizational Support • Executive Sponsor • Dedicated UX
Resources • Cross-Functional
Team
• Time to Market • Strategic Execution • UX as Competitive
Advantage
• Create Authority Role (UX-Director) • Create JCI – UX Knowledge Base • UX Smart Bar • Creative Facility • Research Facility/Team
• Organizational Shift (Strategic) • UX Center of Excellence
• Core Competency • Strategic Contributor • Shared Ownership in UX • UX Pillar (CxO/UX-VP)
Customer Value User Experience design enables users to be more productive
Ease of learning reduces training costs
Ease of use increases productivity
Eliminating error opportunities reduces rework
Cohesive products improves efficiency
Business Value A coordinated approach to improving and unifying our software experience will contribute return on investment
Avoiding lost revenue to competitors that have a better user experiences
Growing unit volumes through higher sales conversion
Reducing overall development costs through more efficient processes
Increasing average revenue per customer
Improving productivity of field operations and service
REVENUE COST
The JCI Way (Post-UX)
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THANKS! @lordshales @mke_ux mkeux.com [email protected] Linkedin.com/mkornacki