Date post: | 28-Jul-2015 |
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SDL added strategists to a UX team what happened next will blow your mind!
Peter Boersma (@pboersma), UX Strategist at SDL UX STRAT Europe 2015, Amsterdam, June 5 2015
SDL added strategists to a UX team what happened next will blow your mind
Peter Boersma (@pboersma), UX Strategist at SDL UX STRAT Europe 2015, Amsterdam, June 5 2015
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SDL enables Global Customer Experience Management CXM is the strategy and practice for managing customer experiences online and offline to acquire, retain, and turn customers into satisfied,
loyal brand advocates and ambassadors.
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by 2013 there were 14 UX designers
Catalin'Timo+i'UX#Designer,#Cluj#
Nikki'Veldhuis'UX#Designer,#Amsterdam#
Adela'Muresan'UX#Designer,#Cluj#
Elske'Schrauwen'UX#Designer,#Amsterdam#
Peter'Boersma'UX#Strategist,#Amsterdam#
Ariel'Vargas'UX#Designer,#Amsterdam#
Fernando'Quiros'UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'UX#Strategist,#Amsterdam#
Hristo'Spasunin'Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'Visual#Designer,#Amsterdam#
Carrie'Kim'UX#Strategist,#Sea<le#
Joao'Lopes'UX#Strategist,#Mechelen#
ScoG'Darcy'UX#Designer,#Wakefield#
Brian'Shurtleff'UX#Designer,#Cluj/LA#
Jaap'Jan'van'den'Bosch'UX#Designer,#Amsterdam#
Sander'Viegers'UX#Strategist,#Amsterdam#
SDL UX team in 2013
Philipp&Engel&UX#Director,#Amsterdam#
Catalin'Timo+i'UX#Designer,#Cluj#
Nikki'Veldhuis'UX#Designer,#Amsterdam#
Adela'Muresan'UX#Designer,#Cluj#
Elske'Schrauwen'UX#Designer,#Amsterdam#
Peter'Boersma'UX#Strategist,#Amsterdam#
Ariel'Vargas'UX#Designer,#Amsterdam#
Fernando'Quiros'UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'UX#Strategist,#Amsterdam#
Hristo'Spasunin'Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'Visual#Designer,#Amsterdam#
Carrie'Kim'UX#Strategist,#Sea<le#
Joao'Lopes'UX#Strategist,#Mechelen#
ScoG'Darcy'UX#Designer,#Wakefield#
Brian'Shurtleff'UX#Designer,#Cluj/LA#
Jaap'Jan'van'den'Bosch'UX#Designer,#Amsterdam#
Sander'Viegers'UX#Strategist,#Amsterdam#
Catalin'Timo+i'UX#Designer,#Cluj#
Nikki'Veldhuis'UX#Designer,#Amsterdam#
Adela'Muresan'UX#Designer,#Cluj#
Elske'Schrauwen'UX#Designer,#Amsterdam#
Peter'Boersma'UX#Strategist,#Amsterdam#
Ariel'Vargas'UX#Designer,#Amsterdam#
Fernando'Quiros'UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'UX#Strategist,#Amsterdam#
Hristo'Spasunin'Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'Visual#Designer,#Amsterdam#
Carrie'Kim'UX#Strategist,#Sea<le#
Joao'Lopes'UX#Strategist,#Mechelen#
ScoG'Darcy'UX#Designer,#Wakefield#
Brian'Shurtleff'UX#Designer,#Cluj/LA#
Jaap'Jan'van'den'Bosch'UX#Designer,#Amsterdam#
Sander'Viegers'UX#Strategist,#Amsterdam#
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content areausing interaction pattern library
one of the big trends in marketing technology has been the emergence of
a set of “marketing clouds” that incorporate many capabilities from
across this landscape under the umbrella of a single vendor.
Scott Brinker, Chief Marketing Technologist Blog editor http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
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! Visual(Design((Colors,(Icons,(Typography,(Grids,(etc.)
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! UX(Strategy((Goals,(Experience(Metrics,(IA,(Design(Concepts,(Prototypes)
! Interaction(Design((Conceptual(Models,(Metaphors,(Flows)
! Interface(Design((Wireframes)
! Visual(Design((Colors,(Icons,(Typography,(Grids,(etc.)
! Design(Guidelines(Screen(Templates,(UI(Controls,(Rules,(Documentation)
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! Interaction(Design((Conceptual(Models,(Metaphors,(Flows)
! Interface(Design((Wireframes)
! Visual(Design((Colors,(Icons,(Typography,(Grids,(etc.)
! Design(Guidelines(Screen(Templates,(UI(Controls,(Rules,(Documentation)
! UI(Controls(&(Example(Code(Catalina(Controls,(Reusable(Code,(Documentation)
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! Functional(Specification(Prioritized(list(of(requirements)
! User(Needs((Research,(Personas,(Journeys,(Service(Blueprints,(etc.)
! UX(Strategy((Goals,(Experience(Metrics,(IA,(Design(Concepts,(Prototypes)
! Interaction(Design((Conceptual(Models,(Metaphors,(Flows)
! Interface(Design((Wireframes)
! Visual(Design((Colors,(Icons,(Typography,(Grids,(etc.)
! Design(Guidelines(Screen(Templates,(UI(Controls,(Rules,(Documentation)
! UI(Controls(&(Example(Code(Catalina(Controls,(Reusable(Code,(Documentation)
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! User(Needs((Research,(Personas,(Journeys,(Service(Blueprints,(etc.)
! UX(Strategy((Goals,(Experience(Metrics,(IA,(Design(Concepts,(Prototypes)
! Interaction(Design((Conceptual(Models,(Metaphors,(Flows)
! Interface(Design((Wireframes)
! Visual(Design((Colors,(Icons,(Typography,(Grids,(etc.)
! Design(Guidelines(Screen(Templates,(UI(Controls,(Rules,(Documentation)
! UI(Controls(&(Example(Code(Catalina(Controls,(Reusable(Code,(Documentation)
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! Interface(Design((Wireframes)
! Visual(Design((Colors,(Icons,(Typography,(Grids,(etc.)
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! UX(Strategy((Goals,(Experience(Metrics,(IA,(Design(Concepts,(Prototypes)
! Interaction(Design((Conceptual(Models,(Metaphors,(Flows)
! Interface(Design((Wireframes)
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! UX(Strategy((Goals,(Experience(Metrics,(IA,(Design(Concepts,(Prototypes)
! Interaction(Design((Conceptual(Models,(Metaphors,(Flows)
! Interface(Design((Wireframes)
! Visual(Design((Colors,(Icons,(Typography,(Grids,(etc.)
! Design(Guidelines(Screen(Templates,(UI(Controls,(Rules,(Documentation)
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! UX(Strategy((Goals,(Experience(Metrics,(IA,(Design(Concepts,(Prototypes)
! Interaction(Design((Conceptual(Models,(Metaphors,(Flows)
! Interface(Design((Wireframes)
! Visual(Design((Colors,(Icons,(Typography,(Grids,(etc.)
! Design(Guidelines(Screen(Templates,(UI(Controls,(Rules,(Documentation)
! UI(Controls(&(Example(Code(Catalina(Controls,(Reusable(Code,(Documentation)
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! Functional(Specification(Prioritized(list(of(requirements)
! User(Needs((Research,(Personas,(Journeys,(Service(Blueprints,(etc.)
! UX(Strategy((Goals,(Experience(Metrics,(IA,(Design(Concepts,(Prototypes)
! Interaction(Design((Conceptual(Models,(Metaphors,(Flows)
! Interface(Design((Wireframes)
! Visual(Design((Colors,(Icons,(Typography,(Grids,(etc.)
! Design(Guidelines(Screen(Templates,(UI(Controls,(Rules,(Documentation)
! UI(Controls(&(Example(Code(Catalina(Controls,(Reusable(Code,(Documentation)
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! Product(Objectives(((Business(Goals,(Success(Metrics)
! Functional(Specification(Prioritized(list(of(requirements)
! User(Needs((Research,(Personas,(Journeys,(Service(Blueprints,(etc.)
! UX(Strategy((Goals,(Experience(Metrics,(IA,(Design(Concepts,(Prototypes)
! Interaction(Design((Conceptual(Models,(Metaphors,(Flows)
! Interface(Design((Wireframes)
! Visual(Design((Colors,(Icons,(Typography,(Grids,(etc.)
! Design(Guidelines(Screen(Templates,(UI(Controls,(Rules,(Documentation)
! UI(Controls(&(Example(Code(Catalina(Controls,(Reusable(Code,(Documentation)
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! UX(Strategy((Goals,(Experience(Metrics,(IA,(Design(Concepts,(Prototypes)
! Interaction(Design((Conceptual(Models,(Metaphors,(Flows)
! Interface(Design((Wireframes)
! Visual(Design((Colors,(Icons,(Typography,(Grids,(etc.)
! Design(Guidelines(Screen(Templates,(UI(Controls,(Rules,(Documentation)
! UI(Controls(&(Example(Code(Catalina(Controls,(Reusable(Code,(Documentation)
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! UX(Strategy((Goals,(Experience(Metrics,(IA,(Design(Concepts,(Prototypes)
! Interaction(Design((Conceptual(Models,(Metaphors,(Flows)
! Interface(Design((Wireframes)
! Visual(Design((Colors,(Icons,(Typography,(Grids,(etc.)
! Design(Guidelines(Screen(Templates,(UI(Controls,(Rules,(Documentation)
! UI(Controls(&(Example(Code(Catalina(Controls,(Reusable(Code,(Documentation)
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! UX(Strategy((Goals,(Experience(Metrics,(IA,(Design(Concepts,(Prototypes)
! Interaction(Design((Conceptual(Models,(Metaphors,(Flows)
! Interface(Design((Wireframes)
! Visual(Design((Colors,(Icons,(Typography,(Grids,(etc.)
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! Functional(Specification(Prioritized(list(of(requirements)
! User(Needs((Research,(Personas,(Journeys,(Service(Blueprints,(etc.)
! UX(Strategy((Goals,(Experience(Metrics,(IA,(Design(Concepts,(Prototypes)
! Interaction(Design((Conceptual(Models,(Metaphors,(Flows)
! Interface(Design((Wireframes)
! Visual(Design((Colors,(Icons,(Typography,(Grids,(etc.)
! Design(Guidelines(Screen(Templates,(UI(Controls,(Rules,(Documentation)
! UI(Controls(&(Example(Code(Catalina(Controls,(Reusable(Code,(Documentation)
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! Functional(Specification(Prioritized(list(of(requirements)
! User(Needs((Research,(Personas,(Journeys,(Service(Blueprints,(etc.)
! UX(Strategy((Goals,(Experience(Metrics,(IA,(Design(Concepts,(Prototypes)
! Interaction(Design((Conceptual(Models,(Metaphors,(Flows)
! Interface(Design((Wireframes)
! Visual(Design((Colors,(Icons,(Typography,(Grids,(etc.)
! Design(Guidelines(Screen(Templates,(UI(Controls,(Rules,(Documentation)
! UI(Controls(&(Example(Code(Catalina(Controls,(Reusable(Code,(Documentation)
PM(/(UX((/(Architects UX(/(PO(/(DEV
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! UX(Strategy((Goals,(Experience(Metrics,(IA,(Design(Concepts,(Prototypes)
! Interaction(Design((Conceptual(Models,(Metaphors,(Flows)
! Interface(Design((Wireframes)
! Visual(Design((Colors,(Icons,(Typography,(Grids,(etc.)
! Design(Guidelines(Screen(Templates,(UI(Controls,(Rules,(Documentation)
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! Functional(Specification(Prioritized(list(of(requirements)
! User(Needs((Research,(Personas,(Journeys,(Service(Blueprints,(etc.)
! UX(Strategy((Goals,(Experience(Metrics,(IA,(Design(Concepts,(Prototypes)
! Interaction(Design((Conceptual(Models,(Metaphors,(Flows)
! Interface(Design((Wireframes)
! Visual(Design((Colors,(Icons,(Typography,(Grids,(etc.)
! Design(Guidelines(Screen(Templates,(UI(Controls,(Rules,(Documentation)
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Catalin'Timo+i'UX#Designer,#Cluj#
Nikki'Veldhuis'UX#Designer,#Amsterdam#
Adela'Muresan'UX#Designer,#Cluj#
Elske'Schrauwen'UX#Designer,#Amsterdam#
Peter'Boersma'UX#Strategist,#Amsterdam#
Ariel'Vargas'UX#Designer,#Amsterdam#
Fernando'Quiros'UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'UX#Strategist,#Amsterdam#
Hristo'Spasunin'Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'Visual#Designer,#Amsterdam#
Carrie'Kim'UX#Strategist,#Sea<le#
Joao'Lopes'UX#Strategist,#Mechelen#
ScoG'Darcy'UX#Designer,#Wakefield#
Brian'Shurtleff'UX#Designer,#Cluj/LA#
Jaap'Jan'van'den'Bosch'UX#Designer,#Amsterdam#
Sander'Viegers'UX#Strategist,#Amsterdam#
Philipp&Engel&UX#Director,#Amsterdam#
Catalin'Timo+i'UX#Designer,#Cluj#
Nikki'Veldhuis'UX#Designer,#Amsterdam#
Adela'Muresan'UX#Designer,#Cluj#
Elske'Schrauwen'UX#Designer,#Amsterdam#
Peter'Boersma'UX#Strategist,#Amsterdam#
Ariel'Vargas'UX#Designer,#Amsterdam#
Fernando'Quiros'UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'UX#Strategist,#Amsterdam#
Hristo'Spasunin'Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'Visual#Designer,#Amsterdam#
Carrie'Kim'UX#Strategist,#Sea<le#
Joao'Lopes'UX#Strategist,#Mechelen#
ScoG'Darcy'UX#Designer,#Wakefield#
Brian'Shurtleff'UX#Designer,#Cluj/LA#
Jaap'Jan'van'den'Bosch'UX#Designer,#Amsterdam#
Sander'Viegers'UX#Strategist,#Amsterdam#
Catalin'Timo+i'UX#Designer,#Cluj#
Nikki'Veldhuis'UX#Designer,#Amsterdam#
Adela'Muresan'UX#Designer,#Cluj#
Elske'Schrauwen'UX#Designer,#Amsterdam#
Peter'Boersma'UX#Strategist,#Amsterdam#
Ariel'Vargas'UX#Designer,#Amsterdam#
Fernando'Quiros'UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'UX#Strategist,#Amsterdam#
Hristo'Spasunin'Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'Visual#Designer,#Amsterdam#
Carrie'Kim'UX#Strategist,#Sea<le#
Joao'Lopes'UX#Strategist,#Mechelen#
ScoG'Darcy'UX#Designer,#Wakefield#
Brian'Shurtleff'UX#Designer,#Cluj/LA#
Jaap'Jan'van'den'Bosch'UX#Designer,#Amsterdam#
Sander'Viegers'UX#Strategist,#Amsterdam#
Catalin'Timo+i'UX#Designer,#Cluj#
Nikki'Veldhuis'UX#Designer,#Amsterdam#
Adela'Muresan'UX#Designer,#Cluj#
Elske'Schrauwen'UX#Designer,#Amsterdam#
Peter'Boersma'UX#Strategist,#Amsterdam#
Ariel'Vargas'UX#Designer,#Amsterdam#
Fernando'Quiros'UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'UX#Strategist,#Amsterdam#
Hristo'Spasunin'Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'Visual#Designer,#Amsterdam#
Carrie'Kim'UX#Strategist,#Sea<le#
Joao'Lopes'UX#Strategist,#Mechelen#
ScoG'Darcy'UX#Designer,#Wakefield#
Brian'Shurtleff'UX#Designer,#Cluj/LA#
Jaap'Jan'van'den'Bosch'UX#Designer,#Amsterdam#
Sander'Viegers'UX#Strategist,#Amsterdam#
Catalin'Timo+i'UX#Designer,#Cluj#
Nikki'Veldhuis'UX#Designer,#Amsterdam#
Adela'Muresan'UX#Designer,#Cluj#
Elske'Schrauwen'UX#Designer,#Amsterdam#
Peter'Boersma'UX#Strategist,#Amsterdam#
Ariel'Vargas'UX#Designer,#Amsterdam#
Fernando'Quiros'UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'UX#Strategist,#Amsterdam#
Hristo'Spasunin'Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'Visual#Designer,#Amsterdam#
Carrie'Kim'UX#Strategist,#Sea<le#
Joao'Lopes'UX#Strategist,#Mechelen#
ScoG'Darcy'UX#Designer,#Wakefield#
Brian'Shurtleff'UX#Designer,#Cluj/LA#
Jaap'Jan'van'den'Bosch'UX#Designer,#Amsterdam#
Sander'Viegers'UX#Strategist,#Amsterdam#
SDL UX team in 2015
so we assigned 5 strategists, and today, we have 17 people in our UX team.
UX Strategy Design Thinking,Service Design,
Usage Scenarios,Design Goals, Success Metrics,
Prioritisation of Features
UX Research User Research,
Market Research,Competitive Benchmarking,Instrumentation/Telemetry,
Usability Assessments
UX Design Information Architecture,
Interaction Design,Prototyping, UI/Visual Design
Design Guidelines,Design Specifications
UX Strategy Design Thinking,Service Design,
Usage Scenarios,Design Goals, Success Metrics,
Prioritisation of Features
Product Management Product (Line) Managers
Product Owners
Engineering Architects,
Developers,Testers, Operations
User Experience Researchers,Designers
UX Strategists operate here
Weekly check-in with Product Line Manager
Present roadmap for feature X to Developers
Bi-weekly check-in with UX Designer
Work with a UX Strategist on a cross-product research initiative
Lunch
Work with Innovation Team on a cross-product capability
Monthly alignment with UX Designer and UI Developer for product Y
Brainstorm with entire product line team on vision for product line Z
Weekly UX Strategist meeting
UX Strategist: Peter Boersma• information ergonomist
• 20 years experience at interactive agencies
• with SDL since October 2014
• design process freak Peter
Lessons LearnedA UX Strategist can help a Product Manager develop a
product vision, by putting customer needs central when discussing the future of the product.
A UX Strategist can help designers and developers focus on the big picture for a product, for example by creating
Concept Diagrams together.
UX Strategist: Arne de Booij• experimental psychologist
• 15 years experience at large corporations
• with SDL since September 2014
• user research is in his bones Arne
Where are we today?
How useful, usable and beautiful are we
currently?How useful, usable and beautiful are our
competitors?
What are our primary users and what do they
need?
What activities, tools and contexts are relevant?
What are their (met or unmet)
needs?
Who are our internal stakeholders and what
do they need? Why are their(met or unmet)
needs?
What is the business mission and vision?
What is the current product strategy?
What trends in the marketplace are
relevant?
Lessons LearnedUX Strategists can impact the product vision
through service design & design thinking activitiesand by including a variety of stakeholders.
Personas and scenarios inspire stakeholders in designing for the right user context.
‘Opinionated Software’ is a software productthat believes a certain way of approaching
a business process is inherently betterand provides software crafted around that approach.
Stuart Eccles, The Rise of Opinionated Softwarehttps://medium.com/@stueccles/the-rise-of-opinionated-software-ca1ba0140d5b
user research
feedback from implementation consultants
work with product managers
interviews with marketers
Lessons LearnedPersonas are not the only way to capture knowledge about
customers; UX Strategists need to focus on customer organisation models, roles, and work processes too.
Connections with other departments and customersare crucial for in-house UX Strategists
to get the whole picture and have the highest impact.
Product Management Product (Line) Managers
Product Owners
Engineering Architects, Developers,
Testers, Operations
User Experience Researchers, Designers
UX Strategists operate here
Product Management develop product vision
service designdesign thinking
Engineering focus on the big
pictureprioritise based
on customer needs
User Experience focus on the big picturestart early with personas & scenarios
UX Strategists plan ahead of the roadmap think cross-product
customer knowledge
the future of UX Strategiststeam growth
design thinking cross-product thinking
working closer with product managers developing business models
To truly scale design, you have to put the methods of designers into the toolkits of
the people who don’t report to you — product managers, development teams,
business analysts, marketers, account executives, and management
Chris Avore, Product Design Lead, Nasdaq Designhttps://medium.com/nasdaq-design/enabling-design-influence-at-scale-8be18638e1b0
Product Management Product (Line) Managers
Product Owners
Engineering Architects, Developers,
Testers, Operations
User Experience Researchers, Designers
UX Strategists operate here
UX Strategists at SDL
focus product definition, design & development activities around customer needs.
work on cross-product capabilities and coordinate the associated research, strategy & design work.
introduce Design Thinking in the product definition phase.
SDL added strategists to a UX team what happened next will blow your mind
Peter Boersma (@pboersma), UX Strategist at SDL UX STRAT Europe 2015, Amsterdam, June 5 2015
SDL added strategists to a UX team what happened next will blow your mind!
Peter Boersma (@pboersma), UX Strategist at SDL UX STRAT Europe 2015, Amsterdam, June 5 2015
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Global Customer Experience Management