ux enablement: getting your team and your organization to practice user-centered design

A Digital and Technology Consultancy© RBA Confidential

UX Enablement Getting your team and your organization to practice user-centered design.

@matthewjdoty | @RBAConsulting | #UX_E

IntroductionsLet’s get to know each other

About Me

About You

UX Enablement Why + What

The demand for User Experience (UX) expertise has exploded.

As a result, we see two phenomena:

Well-intentioned UX-ers struggling to bring the full value of User-Centered Design to their

organizations.

Organizations grappling with what it really takes to enable and

sustain the practice and culture of User-Centered Design.

UX-EUser Experience Enablement

In response, RBA has developed the UX Enablement (UX-E) Framework

UX-E is a suite of services designed to help individuals and organizations understand, adopt, and institute the principles, processes and techniques of User-Centered Design

What Does that Look Like?

Coaching/Mentoring

Management Consulting

Training/Education

Process Definition

Assessment & Strategy

Coaching/Mentoring

Training/Education

Process Definition

Coaching/Mentoring

Training/Education

Process Definition

Coaching/Mentoring

Training/Education

Process Definition

Coaching/Mentoring

Training/Education

Process Definition

Wait, Is this just a sales presentation?

Making UX-E HappenIdeas and Talking Points You Can Actually Use… Tomorrow

Debunking UX Myths

MYTHUCD Keeps Us From Innovation

FACTUCD Is a Core Component of Innovation

INNOVATIONQuestion: rethink basic fundamentalsCare: Get to know your customers. Immerse yourself in their livesConnect: bring together concepts, people, and productsCommit. prototype and begin testing

The four phases of design thinking (http://blogs.hbr.org/2010/07/the-four-phases-of-design-thin/)

MYTHUCD Costs Too Much

FACTHCD results in cost savings as well as increased revenue

FACTS68% of customers leave a site due to a bad user experience85% of UX problems can be uncovered by testing only 5 peopleReturn on investment for UCD is between 1:2 and 1:100

http://www.sds-consulting.com/sites/default/files/SDS_UX%20Report%202009.pdfhttp://www.uie.com/articles/three_hund_million_buttonhttp://vitamintalent.com/ux-statistic/#Introduction

MYTHUCD Takes Too Much Time

FACTUCD can be flexibly adapted and applied to almost any situation, timeline, or budget

MYTHWe don’t need to do UCD

FACTIf we don’t do UCD, then we run the risks of wasting time and money and delivering something our audience doesn't want

Evangelizing UX

Defining User Experience

The quality of the interactionspeople have with technology.

A professional field that employs the principles and techniques of User-Centered Design.

Defining User-Centered Design

A philosophy that places the people who will be using what we are creating at the center of attention throughout the projectA process that actively seeks out and accounts for users’ cognitive, emotional & behavioral factors

Being User-Centered Means…

We have direct interactionwith the actual users of what we are building;;

and/or

We have access to data the users have generated

Explaining What UX Does

Understand, empathize with & advocate for the people who actually will use what we’re producing.

Design a solution that delivers on user needs while balancing other priorities. UX

User Needs

Technical Capabilities

Business Objectives

Brand Direction

How UX Helps Achieve Business Goals

Decrease development time & cost

IF WE…• Employ a collaborative, iterative

process• Include activities that give users a

voice of influence

THEN WE WILL…• Get to the right solution more

quickly than we would have otherwise

Decrease training & support costs

IF WE…• Work with training/support staff• Spend the effort to observe and

interact with users• Frequently validate our decisions

with real users,

THEN WE WILL…• Discover the key interactions to

simplify• Know that we have accurately

addressed the observed issues even before launching the new system

Decrease bounce rates

IF WE…• Precisely understand user

needs/expectations • Frequently validate our decisions

with real users,

THEN WE WILL…• Launch something that will attract

and the retain the right audience because we are delivering something they actually want and enjoy

Increase customer adoption

IF WE…• Observe current customer use

THEN WE WILL…• Correctly identify barriers to

adoption• Uncover other opportunities and

user needs• Prescribe and design an

enjoyable, rewarding experience that delivers what the customer actually wants

Improve quality and quantity of leads

IF WE…• Engage in user research

techniques• Evaluate the current experience• Understand business goals

THEN WE WILL…• Precisely understand what

motivates the target audience to take action

• Align the content and interactions in a way that harmonizes user needs with business objectives

Increase conversion rates

IF WE…• Assess the experience of the

current conversion points• Use metrics to drive user research• Observe users to understand the

“why” behind the metrics • Make data-driven decisions

THEN WE WILL…• Accurately understand the

problems & opportunities• Create an experience that directly

increases conversions

Increase workforce productivity

IF WE…• Work with training/support staff• Observe and interact with users• Frequently validate our decisions

with real users,

THEN WE WILL…• Accurately identify bottlenecks

and high leverage interactions to address each

• Be assured that the solutions we design actually produce the desired results

Increase customer loyalty

IF WE…• Do what it takes to really

understand who our users are, what they want, what turns them on and off

THEN WE WILL…• Be able to design something our

users want and rely on.

Make quicker, more informed decisions

IF WE…• Use metrics and business

objectives to drive user research• Engage in user research

techniques

THEN WE WILL…• Precisely understand user

needs/expectations thereby removing significant speculation and political spin.

Kick-starting Transformation

Keys to Effective Transformation

1. Identify what you want to change2. Pinpoint critical behaviors 3. Experience critical behaviors

1. Identify what you want to change

• Learn more about UCD• Hire UX talent• Implement UCD thinking• Maximize the UCD toolkit• Establish a UCD practice• Mature the UCD offering• Something else?

2. Pinpoint Critical Behaviors

• Small & simple• High impact• Yield desired result

Critical Behaviors

Critical Behaviors: Establishing UX

1. Experience your audience2. Make your thinking tangible3. Take a collaborative stance4. Practice “tactful persistence”

3. Experience Critical Behaviors

• Capability & Desire• Direct Experience • Vicarious Experience• Buy-in

CAN I DO IT?

IS IT WORTH IT?

Direct Experience

“There are three kinds of men. The one that learns by reading. The few who learn by observation. The rest of them have to pee on the electric fence for themselves.”

CAN I DO IT?

IS IT WORTH IT?

TRANSFORMATION IS REALLY REALLY REALLY

HARD WORK

“Opportunity is missed by most people because it is dressed in overalls and looks like work.”

Generating Buy-In

• Foster Collaboration• Build on Shared Objectives• We are all more likely to buy in if we feel like we are part of the thinking and deciding

Maintaining Buy-In

• DOCUMENTATION! • Continual demonstration of value• Raise the standards for what it takes to change course

BEWARE OF GROUPTHINK

HELP!Getting Outside Expertise

Call outside help when you need…• Dedicated resources• Specialized expertise • Help to avoid mistakes• External perspectives• A fresh set of eyes• An objective point of view• • Help negotiating differences of opinion• Training

UX-E is a suite of services designed to help individuals and organizations understand, adopt, and institute the principles, processes and techniques of User-Centered Design

Coaching/Mentoring

Training/Education

Process Definition

Let’s TalkQuestions? Comments? Concerns? Criticisms? Jokes?

A Digital and Technology Consultancy

ux enablement: getting your team and your organization to practice user-centered design

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