UX Strategy and Organiza0onal Synergy
Jon Innes + Liam Friedland 11 September 2013
2 UX INNOVATION LLC
Strategy & The Learning Organiza0on
Strategic planning perspec0ve: • Will be?
• Should be?
• New?
• Abandon?
To endure an organiza0on must learn and adapt
The Learning
Organiza0on
Group learning
Mentoring (1 to 1)
Individual learning
From “Management: Tasks, Responsibilities and Practices” by Peter Drucker
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Impediment: Organiza0onal Tribalism Developers Designers PM QA
Developers As seen by
Designers As seen by
PM As seen by
QA As seen by
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Collabora0on: The Key
• Step outside of your office
• Big picture perspec0ve
• Define strategy for influencing
• How do you work with other groups in your company?
• Cul0vate allies
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New rela)onships that don’t yet exist
Core
Adjacent
10%
Expanding from exis)ng rela)onships into new
ones
Op)mizing rela)onships with current partners
Serving exis0ng rela0onships within the business
Serve adjacent rela0onships within the business
Outsiders: New ideas and ways of working
Strategically Inves0ng in Rela0onships
30% 60%
Transforma0onal
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Pathway to Collabora0on
Stakeholder Role
• Individual, group, commibee? • Approves or supports the change?
Needs & Reac0ons
• Ac0ve, passive, fence-‐siber, in opposi0on? • Expecta0ons, red flags, hot bubons?
Goals & Plans
• Visible support, part of the change? • Directly or indirectly involved?
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Ques0ons Defining UX Strategy
Forma0ve
• What is the problem? • Who is the user?
Idea0on
• What are the possible solu0ons? • How exactly might these solu0ons work?
Summa0ve
• Does the solu0on meet users expecta0ons? • How do we measure success?
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Systems Thinking Defines UX Strategy
Forma0ve Research
Summa0ve Research
Interac0on Design
Informa0on Architecture
Visual Design
Concept Prototyping
UX
Forma0ve
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Systems Thinking Defines UX Strategy
Forma0ve Research
Summa0ve Research
Interac0on Design
Informa0on Architecture
Visual Design
Concept Prototyping
UX Idea0on
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Systems Thinking Defines UX Strategy
Summa0ve
Forma0ve Research
Summa0ve Research
Interac0on Design
Informa0on Architecture
Visual Design
Concept Prototyping
UX
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Organizing for Innova0on
Forma0ve Research
Summa0ve Research
Interac0on Design
Informa0on Architecture
Visual Design
Concept Prototyping
UX
Market Research
Quality Assurance
Domain Experts
Engineering Adver0sing
Support Brand Strategy
Sales & Marke0ng
Content Experts
Product Owners
Project Management
Defining the User Experience Function: Organizing for Innovation. Interactions Magazine, 2007
HCI Researchers
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Tac0c: Collaborate to Define Backlog
Forma0ve Research
Summa0ve Research
Interac0on Design
Informa0on Architecture
Visual Design
Concept Prototyping
UX
1. Conduct user interviews 2. Drag ini0al user stories 3. Create ini0al site map 4. Develop ini0al wireframes
Work with Product Owner to define requirements
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Tac0c: Tes0ng Minimum Viable Prototype
Forma0ve Research
Summa0ve Research
Interac0on Design
Informa0on Architecture
Visual Design
Concept Prototyping
UX
Work with Agile team to test MVP 1. Develop mockups 2. Create prototype 3. Validate with users
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Tac0c: Concept Pitch to VCs or Execs
Forma0ve Research
Summa0ve Research
Interac0on Design
Informa0on Architecture
Visual Design
Concept Prototyping
UX 1. Gather scenarios 2. Wireframe key screens 3. Make ’em preby 4. Build a click thru
Work with entrepreneurs to develop a new product concept or service
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Tac0c: Re-‐Architect a Product
Forma0ve Research
Summa0ve Research
Interac0on Design
Informa0on Architecture
Visual Design
Concept Prototyping
UX 1. Re-‐imagine direc0on 2. Build mockups 3. Test designs 4. Create visual language
Work with VP products to reinvent a product category
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Tac0c: Integrate Acquired Products
1. Understand usage 2. Leverage & extend
exis0ng paberns 3. Develop new paberns 4. Skin it
Work with product teams to integrate acquired products onto a plakorm
Forma0ve Research
Summa0ve Research
Interac0on Design
Informa0on Architecture
Visual Design
Concept Prototyping
UX
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Strategy For Success
• Right people—right 0me
• Formal & informal channels
• Effec0ve give and take rela0onships
• Understand perspec0ves of others
• Know when to fight and when to compromise
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Summary
• Func0on as a “change agent”
• Partner tac0cally to achieve strategic goals
• Influence others as part of your “foreign policy”
• Develop cross-‐org synergies
• Adjust deliverables to align with strategy