Date post: | 15-Apr-2017 |
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Leadership & Management |
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| @dsetia_1 | #UnlockingUX |
Unlocking the potential of your UX teamDanny Setiawan, Lead UX, The Economist | 13 Sep 2016
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Agenda• Quick Introduction
• At The Economist
• Empowering your UX team
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My Background15+ years of experience in Product Design and UX
Has worked with established brands (The Economist, Yahoo!, Microsoft) as well as startupsCURREN T LY• Lead UX at The Economist
• UXD Instructor at General Assembly
• Product/UX mentor at Starta Accelerator
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Empowering your UX TeamAt The Economist
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2014• UX was seen as a
blocker/approver
• UX was included at implementation stage
• “What’s the difference between UX and BA?”
TODAY• UX is seen as core member
of Cross- Functional Team
• UX team is included at every stage
• “Can we validate this with real users?”
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Pivotal Project 1/2• Platform migration for our flagship app in 2015
• Biz benefits: Significant cost savings and “free” features as the platform gets updated
• We chose the platform used by our colleague (diff. department)
• Process: Migrate then get UX to review (approve)
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Pivotal Project 2/2• UX raised potential risk or losing subscribers due to
usability issue/habit disruption
• To mitigate, we proposed an approach we call Usability Test Driven Development. Usability Test to define feature prioritization
• We decided to measure usability by using System Usability Scale (SUS) with beta users
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The Wins• Proof of how UX activities deliver business value
• The cross-functional team is aligned on a common goal to optimize UX to achieve business goal
• UX team is empowered to contribute more and stakeholders understand what UX team offers
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Empowering your UX TeamEmpowering your UX
team
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EmpowermentTo give ability and opportunity to make a difference
PurposeProcessPeople
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People• Assess your UX Team’s capability,:
• User Research• Interact Design and Information Architecture• Visual Design• Prototyping
• Build towards teams of T-shaped UXers to optimize flow (1 UX responsible for end-to-end process)
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T-Shaped UX
User Research
Interaction Design/ IA
Visual Design PrototypeLevel 1
Level 2
Level 3
Visual Design
Visual Design
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Process• Include UX in every step of the process: to define
problem, ideate on potential solutions, prototype and testing them (not just to implement pre-defined solution)
• Challenge UX to measure effectiveness of their work (part of testing solution)
• Get other cross-functional team members involved in UX activities (i.e. observe usability test)
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Design Thinking Process
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Lean and Design Thinking
Empathize
Define
Ideate Prototype
Test
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Purpose• Everybody wants to make a difference (including your UX
Team ).
• Align what UX does to a business goal. Choose a metric to measure baseline and end-goal.
• Bring every conversation back to that metric.
• Share the progress regularly and give access to everyone in your team to view it in their own time.
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Pirate Metrics
Acquisition Activation Retention Revenue Referral
Source: Master of 500 hats - Dave McClure’s blog
From leads to trying out product
From new user to returning
From returning user to paying
From paying user to advocate
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Empowering your UX TeamThank you!dnys twn@gmai l . com | dse t ia . com |
@dse t i a_1