UX Strategy as a tool for design transformation

@LASSIAL
UX Strategy as a
Kick-starter for
Design
Transformation
Dr. Lassi A. Liikkanen
Digital Analyst Lead
@LassiAL
Presented at CHI 2016, San Jose, CA
May / 2016

@LASSIAL
Futurice – a Finnish digital
vendor delivering services
that people love
@LASSIAL

@LASSIAL
Futurice – offering
@LASSIAL

@LASSIALLEANSERVICECREATION
Futurice clients

@LASSIAL
What to do if an organization
does not any capabilities of UX?

@LASSIALLEANSERVICECREATION@LASSIAL
Importance of sharing
•  Very few strategic UX presentations at CHI
•  Share ideas of how to enable practical UX
with a UX framework

@LASSIAL
We got a call from a big company.
We’ve got a few UX
problems. Can you
come and fix it?
Sure thing, do you have the $$$?

@LASSIAL
First question we asked
What’s wrong?
Can you show us?

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Oh. I see.
And here, does it
hurt here as well?

@LASSIAL
We could readily
identify more UX
problems than they
were willing pay for.
But, we didn’t fix any.

We realized asking what/where
does your UX suck wasn’t the question
3x2. The description.

We realized asking what/where
does your UX suck wasn’t the question
The right question was
why do you have UX
problems all over the place?

And the answer
Strategic plan to enable fruitful UX work
over a long term

@LASSIAL
// APPROACH TO UX STRATEGY DEVELOPMENT:
A CASE STUDY

The case description
A Project assignment
•  Client: Multinational corporation
headquartered in Finland
•  Excels in engineering products
•  Thousands on people in
R&D, also globally
•  3 month project
•  2 person team
•  Target:
business unit for
internal products

INSTEAD OF UX FIXES …
•  Quickly mutually agreeing on what is the problem
worth solving
à strategic UX plan
•  5 weeks of interviews with 17 stakeholders
•  The paper behind this presentation gives the
details of the outcome proposal for UX strategy

Process to a create a
UX strategy
①  Learn about the environment
②  Analyze situation and find root
causes
③  Co-design a draft of a change plan
④  Fine tune and
align with corporate strategy

@LASSIAL
Fertilizing soil for UX //
Layers
UX
UI of all
digital services
Human resources
Design tools & Patterns
Processes
of software development
Strategic guidance

Observations about
the environment
•  Very process driven organization
à everything must have a procedure
•  Complex dynamics between business units
à internal client and biz specs dominate
•  C-level buy in for a change project is mandatory
to get an access to necessary stakeholders

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Observations about the
process
REQUIRE
MENTS
DESIGN
DEVELOP
MENT
TESTING
ß WHY?

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NO DESIGNERS!
Lack of internal and external
competence

@LASSIAL
// OUTCOME : STRATEGY FRAMEWORK APPLIED

E) STRATEGIC TOOLS
Strategy framework –
the guide for change
A) HUMAN RESOURCES
D) CHANGE MANAGEMENT
C) DEVELOPMENT PROCESS
F) DATA AND ANALYTICS
B) DESIGNER TOOLS

A) HUMAN RESOURCES
•  UX Competences
•  UX Roles & responsibilities
•  Training
•  Leadership
C) DEVELOPMENT PROCESSB) DESIGNER TOOLS
Without dedicated
design resources, it is
impossible to improve
the UX

A) HUMAN RESOURCES
•  Training
•  Leadership
•  Living style guide
•  Grounded user
representations
Regardless who designs,
the consistent and
usable design requires
guidelines

A) HUMAN RESOURCES
•  Training
•  Leadership
representations
Taking user and UX
perspective into account
needs a place in the
development process.
•  User-centered
development process
•  Development-to-designer
relationships

E) STRATEGIC TOOLS
A) HUMAN RESOURCES
•  Training
•  Leadership
•  Leadership
•  Communication
•  Co-creation
•  Implementation roadmap
development process
relationships
B) DESIGNER TOOLS
representations

E) STRATEGIC TOOLS
•  UX Design principles
•  Design philosophy
•  UX Mission statement
A) HUMAN RESOURCES
•  Training
•  Leadership
•  Leadership
•  Co-creation
development process
relationships
B) DESIGNER TOOLS
representations

E) STRATEGIC TOOLS
•  UX Design principles
•  Design philosophy
•  UX Mission statement
A) HUMAN RESOURCES
•  Training
•  Leadership
•  Leadership
•  Co-creation
development process
relationships
•  Building capabilities
•  UX metrics and KPIs
B) DESIGNER TOOLS
representations

@LASSIAL
What we’re trying to achieve was this

@LASSIAL
Long road to change
•  When we left after 3 months, the work just began
•  Organizational change is a matter of years
•  à Enabling UX work over long term

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Final
deliverable
//
Illustrated
roadmap
provided
as a printed
poster

The lesson for UX
practitioners
•  In big companies, find the support from strategic
level
•  This will make your life easier in tactical operations

@LASSIAL
Dr. Lassi A. Liikkanen
lassi.liikkanen@futurice.com
@lassial
Learn more:
The paper in ACM DL
UX Strategy as a Kick-starter for Design
Transformation in an Engineering Company
Blog post:
sc5.io/posts/sc5-design-strategy-framework/
Also: http://uxpamagazine.org/ux-strategy/
THANK YOU :) Thanks to team members
Marco Suvanto and Juho Paasonen

HUMAN RESOURCES:
COMPETENCES
Without dedicated
design resources, it is
impossible to improve
the UX
Key elements -
Design or bust
DEVELOPMENT PROCESS:
UX INVOLVEMENT
Taking user and UX
perspective into account
needs a place in the
development process.
DESIGNER TOOLS:
STYLE GUIDE
Regardless who designs,
the consistent and
usable design requires
guidelines

UX Strategy as a tool for design transformation

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