Great user experience design begins with great user experience teams and managers. This course will help user experience managers, leaders and aspiring leaders to create exciting, actionable strategies that will amplify the impact of their teams within their organizations. It will provide insights and approaches that have proven to be best practices across our field, and support their application to advance the strategies, overcome obstacles and drive change.

1. Strategic
User Experience Management
Arnie Lund
alund@acm.org
@ArnieLund

3. Why Me
3
Bell Labs: Huge company, an existing community lagging
engineering
Ameritech: New to the world team in a big company going
through radical change, new product ideation,
multidisciplinary
US West Advanced Technologies: An existing team in a
company being acquired
Sapient: Growing a discipline in a user-centered agency,
discipline and business change
Microsoft: Creating community (across MS), common
design language, new product start-up, inventing cloud UX
GE Global Research: Building community and R&D Labs

4. Why You
4
Success through knowing your destination
Practical questions, definitely
Sharing experiences, certainly
Plus some ways to think about changing your world

5. Today’s Topics
Value Proposition and Elevator Pitch
Vision
Mission
Strategy
Building a Great Team (bonus)
Branding
Identity
Other Considerations
5

6. Goals and Questions
6

7. 5
7
HAVE A POV
Find Big Ideas
Be Passionate

8. 5
KEEP YOUR EYE
ON THE GOAL
8

9. What is your value proposition?
The value proposition
is a description of how
the benefits of what
you are offering
outweigh competitive
alternatives.
9

10. ROI
Save Costs (e.g., support)
Increase Revenue
Total Cost of Ownership (TCO)
Represent Customers
Deliver Brand
Create Excitement and Emotion
Grow Design Thinking
Drive Innovation (patents,
product concepts)
Quality
Vision
more…

11. UX CENTER OF EXCELLENCE
Design crafts the human
touchpoints based on a deep
understanding of context, needs
and goals of users
We create useful, meaningful,
and elegant experiences that
bring business value

12. Creating powerful and effective interfaces
connecting people with people,
people with intelligent machines and
people with insights;
and transforming the connections through
behavioral analytics.

13. 13
Wearables connect the
Industrial Internet to people
at work.
Imagine having everything
you need, when you need it,
where you need it, and
perhaps even before you
know you need it.

14. Factory and Shop, Field and Yard, and Floor
14

15. • Work Scope Assignment and
Adaptive Experiences
• Telepresence Based
Troubleshooting
• Task Tracking and Status
• Equipment/Parts Identification
• Video/Voice Collaboration
• Data Collection
• Data Visualization
• Hands-free acuity
• Location Tracking
• Vital Signs Monitoring
• Environmental Monitoring
• Alerting for Dangerous
Situations
• Notification
Example Opportunity Areas
15
Effectiveness & Efficiency Training & Quality
• Knowledge Capture
• Certification
• Comparison with Model
Procedure
• In Situ Training as Needed
• Documentation as Needed
Safety & Security

16. What is your elevator pitch?
An elevator pitch (or
elevator speech or
statement) is a short
summary used to
quickly and simply
define your team and
its value proposition.
16

17. 5
TELL
STORIES
17
Keep it Simple and Concrete
Make it Unexpected
Stir Emotions
Be Credible

18. Exercise
Divide into groups of 5 or 6.
Introduce selves and biggest management challenge.
Pick a team to coach.
Explore context and corp/org strategic goals.
Brainstorm elevator pitches about the heart of the special value
their team brings to to the company or organization. (The
answer to “What do you do?”)’
Pick the best.
18

19. ROAD TO AZURE
19

20. GE Software Center Of Excellence
Connected Experience Labs (CEL)
Transforming the connections
of minds and machines.

21. 5
CULTIVATE
CHAMPIONS
21
Find Them
Win Them
Support Them
Celebrate Them

22. What is your vision?
The purpose of your
vision statement is to
give shape to the future
you are creating, and to
provide the
organization with a
sense of what could be.
It is rallying call to
energize the team, not
a prophecy.
22

23. The best way to predict the future
is to create it. – Peter Drucker

24. Obituary Method
Today marks the passing of samstudios. It is remembered by those who
were in it for the climate that nurtured so many to lead teams that are
designing experiences that are transforming global businesses and
culture, and the friendships among the team. But it is especially
remembered for:
• Enabling businesses to crowd-source the management of their IT,
supporting a frictionless approach to leveraging the evolution of
technology.
• Turning the development paradigm on its head, empowering end-
users to create the solutions they need drawing on what appears to
be a limitless resource of computing power, storage and
functionality, in a world of ubiquitous digital possibilities.
• The innovations they created in how socially grounded design and
experience architecture serves as the heart and soul of corporate
development. Innovations that continue to shape the design field’s
explosive impact.
24

25. Obituary Method
Today marks the passing of samstudios. It is remembered by those who
were in it for the climate that nurtured so many to lead teams that are
designing experiences that are transforming global businesses and
culture, and the friendships among the team. But it is especially
remembered for:
• Enabling businesses to crowd-source the management of their IT,
supporting a frictionless approach to leveraging the evolution of
technology.
• Turning the development paradigm on its head, empowering end-
users to create the solutions they need drawing on what appears to
be a limitless resource of computing power, storage and
functionality, in a world of ubiquitous digital possibilities.
• The innovations they created in how socially grounded design and
experience architecture serves as the heart and soul of corporate
development. Innovations that continue to shape the design field’s
explosive impact.
25

26. Creating Them
Purpose
Goal is to energize and engage, and to provide identity.
Hints
Short and crisp (one or two sentences, at most a paragraph or two).
Should capture something unique about what you want to do.
It should be aspirational, an ideal, a destination for the journey. It
should answer the question “Where are we heading?” It often
completes “We want to…” or “We want to be…”
It needs to be plausibly attainable. It should pass a “red faced test.”
When you can, build it collaboratively.
Collect phrases.
Organize through affinity.
Iterate to closure.
Revisit it periodically as a team.
26

27. Examples
Disneyland: Create a place for people to find happiness and
knowledge.
Ford: Produce a car that everyone can afford.
Girl Scouts: Help a girl reach her highest potential.
Cirque du Soleil: Invoke the Imagination; Provoke the Senses;
Evoke the Emotions.
Zappos: The online service leader.
Microsoft (original): A personal computer in every home
running Microsoft software.
AT&T (original): One policy, one system, and universal service.
27

28. Introducing the GE Software Center
Igniting the next industrial
revolution by connecting
minds and machines
• $1B investment
over 3 years
• Launched in 2011
• Silicon Valley location
• Aggressive strategy for
talent acquisition and growth

29. 29 GESoftware.com | @GESoftware |
Jeff Immelt
GE Chairman & CEO
The real opportunity for change… surpassing
the magnitude of the consumer Internet… is the
Industrial Internet, an open, global network that
connects people, data, and machines.
The vision is clear

30. Personal Examples
Microsoft IT
To be leaders in IT design thinking, inspiring
through transforming experiences.
samstudios Team Vision Statement
Design a management ecosystem where people
are empowered and inspired by hybrid cloud
experiences.
30

31. Exercise
Rough in a vision statement for your target
team.
31

32. What is your mission?
The mission is the
organization’s reason
for existence, and the
vision is what it wants
to be.
32

33. A mission statement is a statement of
purpose. It speaks to how you will
accomplish your vision. It speaks to how
you are different. It should guide the
actions of the organization, spell out its
overall goal, provide a path, and guide
decision-making. It provides the context of
your strategy.
33

34. Creating Them
Purpose
Goal is to energize and engage, and to provide identity.
It is internal facing. It is a tool for the team.
Hints
Short, precise, easily understood
Who, what, how and why
Not a vision
Elements
What makes you unique
What you do
For who
How
Use for shaping strategy and prioritizing work
Revisit periodically to provide context for plans
34

35. Examples
The Coca-Cola Company exists to benefit and refresh everyone it
touches. The basic proposition of our business is simple, solid, and
timeless. When we bring refreshment, value, joy and fun to our
stakeholders, then we successfully nurture and protect our brands,
particularly Coca-Cola. That is the key to fulfilling our ultimate
obligation to provide consistently attractive returns to the owners of
our business.
The Jeremiah Program, a broad-based collaborative community
initiative, assists low-income mothers and their children to help
themselves complete their education and achieve economic self-
sufficiency through empowerment skills, access to affordable
housing, child development services, health care, support services
and meaningful employment. The Jeremiah Program mothers and
children develop positive self-esteem and clarify their values on
which to build a successful life.
35

36. Examples
The International Committee of the Red Cross (ICRC) is an impartial,
neutral and independent organization whose exclusively
humanitarian mission is to protect the lives and dignity of victims of
armed conflict and other situations of violence and to provide them
with assistance. The ICRC also endeavors to prevent suffering by
promoting and strengthening humanitarian law and universal
humanitarian principles.
At IBM, we strive to lead in the invention, development and
manufacture of the industry’s most advanced information
technologies, including computer systems, software, storage systems
and microelectronics. We translate these advanced technologies into
value for our customers through our professional solutions, services
and consulting businesses worldwide.
36

38. 38

39. 5
39
Exercise

40. Personal Mission Examples
MSIT
To create and inspire compelling, effective experiences through deep research-driven user
understanding, innovative design and best practices.
samstudios
Server and Management Studios delivers innovative, compelling, and harmonious user experiences
that enable our customers to accomplish their goals with efficiency, simplicity and confidence.
Hybrid IT UX Team
We contribute to the samstudios Mission by driving a harmonious family of must-have, mission-
critical management experiences for hybrid networks that let customers focus on their business goals
instead of the infrastructure.
We execute our Mission by leveraging our deep understanding of hybrid network IT Pros and developers, our
commitment to design excellence and collaboration, and our innovation in agile methods and reusable assets.
We weave the users’ stories through planning and development; harvest, create and curate the common
collection of reusable assets; and provide agile direction and support for implementation.
We enable SAMS and STB product teams to deliver innovation and quality; and MS, partners and customers to
leverage the power of hybrid networks as they unleash the value and power of a ubiquitous digital world.
We create insightful user models, manage server branding, curate a growing library of reusable design assets
and experiences; and demonstrate brand, innovation, quality and efficiency through our product design.
40

41. HUMAN-SYSTEMS INTERACTION
LAB (HSIL)
41
The Human-systems Interaction Lab
focuses on reimagining and enhancing
how people interact with systems to
connect seamlessly across contexts to
people, to smart machines and systems,
and to insights in the industrial internet;
and by making those connections
transformational through the application
of behavioral analytics so the value
increases over time.

42. COLLABORATION & MOBILE
LAB (CML)
42
CML is creating new mobility and
wearable aware collaborative capabilities
and architectures to enable people to
connect and communicate with all
relevant information sources (Humans,
Machines and Systems, and algorithms)
in an integrated, seamless way when
they need them, where they need them,
and potentially even before they know
they need them; to deliver and support
the creation of insights from predictive
services; and to dramatically improve
work effectiveness across the Industrial
Internet (e.g., from factory to field).

43. What is your strategy?
A strategy is a plan of
action designed to
achieve a vision as
you execute your
mission.
43

44. Internal
Helpful Harmful
External
Opportunities
Strengths Weaknesses
Threats
Deep competency
Strengthening community
Enthusiasm to innovate
New discipline to IT
Fragmented UX teams
Immature success metrics
Growing awareness of UX impact
Cross discipline accountability for UX
Demonstrated wins
No UX in ITLC
UX missing from (PM, Dev, Test) ratios
Resistance to UX investments
SWOT

45. Vision Examples
Microsoft IT
To be leaders in IT design thinking, inspiring
through transforming experiences.
samstudios Team Vision Statement
Design a management ecosystem where people
are empowered and inspired by hybrid cloud
experiences.
45

46. IT UX
• Envision
– Collaborate on Common Vision and Mission
– Envision the “to be” Experience Attributes and Metrics
– Be a First and Best Brand Partner
– Realize Next Generation Designs
• Inspire
– Implement the Vision within Keystone Projects
– Uncover and Drive Closure of Business Critical Opportunities
• Equip
– Drive User Centered Experience Design into ITLC and EA Evolution
• Innovate in User-centered v-Team Operations
– Drive Common UI
– Harvest Best Practices and Make Consumable
– Give IT Users a Voice
• Educate
– Make Resources Consumable and Evangelize Entry Points
– Communicate Knowledge Archivally, Personally, and Through Evangelists
• Motivate
– Demonstrate Value Delivered
– Make the Voice of the User and Experience Status Visible to Management
• Lead
– Be Active at the Planning Table
– Be a Source of Experience Innovation
– Stimulate Community
Virtuous Cycle of Culture Change
Envision
the
Experience
Delight Users
and Inspire
Teams
Execute,
Harvest, and
Equip
Measure and
Motivate
Communicate
and Educate
Lead the
Evolution

47. Vision Examples
Microsoft IT
To be leaders in IT design thinking, inspiring
through transforming experiences.
samstudios Team Vision Statement
Design a management ecosystem where people
are empowered and inspired by hybrid cloud
experiences.
47

48. DESIGN
FOUNDATION
USER
MODELING
VISION
EXPERIENCE
DELIVERY
48

49. Industry is about
people collaborating
to achieve their goals
across contexts
GE Internal

50. EVOLVING MOBILE AND EMBEDDED DEVICE ECOSYSTEM

51. EXPERIENCE TECHNOLOGY TRENDS
Gartner Hype Cycle 2014

52. EMPOWERING AND
ENHANCING
PEOPLE AT WORK

53. 53
CONTEXTUAL, ADAPTIVE, SEAMLESS EXPERIENCES
Next Generation Experience
Examples
• Augmenting Interaction to Improve
Performance and Effectiveness
• Optimizing the Fit of User Expertise and Task
• Shaping the Experience Based on
Behavioral Analytics to Continuously
Increase User Value
• Leveraging Social Analytics to Improve
Predictive Effectiveness
Potential Applications
• Field Engineering
• Operations and Big Data/Analytics Visualization
• Radiology and Diagnostic Image Analysis
• Augmented Sensing
• Industrial Internet Design Usability
• Interactive Analytics and Machine Learning
Recognize Behavior and Respond
Anticipate Behavior and Prepare
Identify Patterns and Recommend
Fit Design to Users and Contexts
Increase Value through Use
Growth in IP
• Microsoft and Google Top Filers
• Siemens and Honeywell Jumping in
Space
• Academic Research and Government
Funding Increasing
• Resurgence of AI an Enabler

54. EXPERIENCE FOCUS AREAS
We unleash unexpected potential through natural, adaptive and intelligent industrial internet experiences. GE’s Industrial Internet
experiences will enable collaboration with people wherever they are and whatever their needs, and supports them in achieving their
goals far more effectively and efficiently.
54
Intelligent Natural
Experience
• Natural interfaces
• Adaptive experiences
• Accessibility
• Mobility and context awareness
• Ubiquitous computing
Intelligent Team
Experience
• H2Human, H2Machine and H2Insight
Collaboration
• Social computing and gamification
• Cross-team, cross-role design
• Culture and technology adoption
• Crowd sourcing and community
• Ethnography of work and
organizational transformation
Intelligent Decision
Experience
• Information visualization and modeling
• Behavioral and interactive analytics
• Controls, alarms and mixed authority
systems
• Just-in-time training, adaptive
workscopes, Industrial Internet search
• Expertise harvesting and decision
support tools
• Cybersecurity UX
Intelligent Natural
Experience
• Natural, seamless multi-modal and
multi-device interaction
• Adaptive experiences
• Accessibility
• Mobility and context awareness
• Ubiquitous computing
• Emerging experience trend
opportunities

55. STRATEGY EXERCISE
A strategy is a plan of
action designed to
achieve a vision as
you execute your
mission.
55
Identify one or
two strategic
initiatives that are
consistent with
the mission, and
will advance the
mission.

56. 5
CHANGE
THE DNA
56
Transform the Assumptions
Alter the Motivation
Create the Language

57. What is your brand?
Team Name
Common UX, Azure, Commerce
Platform and HPC Team
Hybrid IT UX
Connected Experience
Visualization and Experience
Innovation Lab
Influence Plan
Identity
57

58. 5
58

59. 5
59

60. Collaborative Research and Design
60

61. DESIGN CENTER
61
Co-creation of New Business Outcomes
Immersion in User Context
Rapid Prototyping and Validation

63. RAPID PROTOTYPING LAB

64. Movie

65. Channels
TargetsofInfluence
Influence Plan
65

66. Stafford Beer Model
Managing the Present
Creating the Future
Shaping Identity
Purpose
Values and Beliefs
Passion
Performing
66

67. 5
MAKE
WOW
67
Create Compelling Design
Engage Empathy
Stimulate Insight
Cause a Parade

68. MORE?
Arnie Lund
alund@acm.org
@ArnieLund