A cautionary tale describing how even the most structured and methodological UX process can fail if the process ends with a deliverable. It advocates for a process where big innovative projects are split up into smaller projects and brought to marked much faster.

1. Creating value instead of deliverables

2. The great UX process
!
- A cautionary tale

3. The story of how a UX’er went to LA

4. It stared out as a true fairy tale

5. How I felt

6. My back yard

7. My office

8. My car

9. The full UX process
Competitor analysis
Heuristic analysis
SEO strategy
Observations
Stakeholder interviews
Ideation workshops
User interviews
Contextual inquiry
Personas
User Journeys
Concept models
Surveys
Prototyping
Think aloud tests

10. How I felt

11. Informed ideation

12. The process
5 weeks of ethnography and research

13. The process
3 weeks of ideation

14. The process
5 weeks of production

15. The process
2 weeks of user testing

16. The process
1 week of documentation

17. How I felt

18. A product that blasted them into the
future

19. How I feel now

20. The product that never was

21. So what happened

22. The UX process
Listen Ideate Build Measure Implement
The UX process

24. Reasons things went sour
A very visionary CEO
The tech team and the organisation could
not support the envisioned concept
Too huge a leap for the customers
A great roadmap - but not a realistic one

25. How we could have realised the vision
Earlier tests of hypothesis
Continuous QA and sparring instead of handing over
deliverables
Phasing new elements. Evolution instead of revolution
Included change management in the process

26. From UX process to product
process

27. The process

28. The good, the bad and the non-existing
Not working
Working
Didn’t get built

29. What NOT to do?
Create extensive 1-1 prototypes
Over document
Create everything at once
Expect to be right
Trust your research as truths
Work in a UX process