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UX STRAT USA 2019: Richard Baker, GE Transportation

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Many engineering-focused enterprises have become solution driven—it's in the very nature of their work. Oftentimes it can be tricky to convince your stakeholders to use valuable time and resources on user experience.

Over the past two years, the innovation and design teams at GE Transportation have been refining their processes to enable engineering-heavy teams to capitalize on long-term strategy and short-term design-led execution through four key principles:

Simplify the complex
Work in bite-size chunks to make things manageable
Built-in exit ramps to ensure relevancy and quality
Work in full transparency
In this presentation, Richard will walk through how user-centric design was scaled in an engineer-led enterprise of thousands mechanical, electrical, and computer engineers.

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UX STRAT USA 2019: Richard Baker, GE Transportation

  1. 1. Engineering Focused UX Engineering Richard W. Baker • UX Strat USA • Aug 2019 @rwbaker #uxstrat
  2. 2. Richard Baker, Head of UX GE Transportation
  3. 3. 27,000 employees Richard Baker, Head of UX GE Transportation
  4. 4. 27,000 employees 5,000 engineers Richard Baker, Head of UX GE Transportation
  5. 5. 27,000 employees 5,000 engineers 1,500 software engineers Richard Baker, Head of UX GE Transportation
  6. 6. 27,000 employees 5,000 engineers 1,500 software engineers 100+ software products Richard Baker, Head of UX GE Transportation
  7. 7. 27,000 employees 5,000 engineers 1,500 software engineers 100+ software products 25 UXers (1:60) Richard Baker, Head of UX GE Transportation
  8. 8. What is engineering-focused?
  9. 9. Photo: Kharisma Cendhika Putra, GE Transportation
  10. 10. Photo: GE Healthcare
  11. 11. Photo: Norfolk SouthernNorfolk Southern has centralized its dispatching at its new Network Operations Center in Atlanta.
  12. 12. Photo: Raymond D. Woods, Jr.Burlington Northern Sante Fe (BNSF) centralized dispatch center in Fort Worth, Texas
  13. 13. Photo: Alex Kotliarskyi on Unsplash Software Developer Data Scientist Dev Ops Analyst Researcher Designer
  14. 14. So, what do all these have in common?
  15. 15. Engineers love data ...keeps users safe ...prevents mistakes ...informs strategy
  16. 16. Engineers have a process ...Six Sigma ...ISO standards ...change management
  17. 17. Engineering orgs are huge ...big companies ...big products ...big tools
  18. 18. Engineers prioritize safety Complexity is dangerous... Scale is dangerous...
  19. 19. an iterative design process that reduces complexity & ensures company & user success Engineer-focused UX is...
  20. 20. an iterative design process that reduces complexity & ensures company & user success Engineer-focused UX is... Simplify the complex. Bite-size chunks. Built-in exit ramps. Transparent.
  21. 21. Strategic innovation. Tactical design. Agile execution.
  22. 22. 1. Get buy-in. plan plan plan plan research & design strategy sprint res & d strategy research & design s
  23. 23. Get everyone on the same page emptyemptyemptyemptybuy-in Clarify all assumptions, especially the ones you think are obvious
  24. 24. Answer questions before they're asked emptyemptyemptyemptybuy-in Why should we do this? What am I getting? How much will it cost? How long will it take? Do we really need all these steps/people/deliverables?
  25. 25. Ensuring everyone understands what is to come makes things run smoother emptyemptyemptyemptybuy-in
  26. 26. 1. Get buy-in. 2. Strategic innovation. plan plan plan plan research & design strategy sprint res & d strategy research & design s
  27. 27. 1. Understand current state Who are the players? How does work get done? emptyemptyemptystrategic innovationbuy-in
  28. 28. 2. Imagine the worst Paint a picture of where you'll be if you do nothing emptyemptyemptystrategic innovationbuy-in
  29. 29. 3. Set a vision Who are the future users? What are the core benefits? emptyemptyemptystrategic innovationbuy-in
  30. 30. Typical site visit agenda... emptyemptyemptystrategic innovationbuy-in 1. Tour 2. Workshop—vision & roadmap 3. Observe—validate what we heard 4. Lite synthesis—look for gaps before we leave 5. Recap—quick insight report & followup 6. Go home
  31. 31. Workshop! emptyemptyemptystrategic innovationbuy-in 1. Current. Worst. Vision. 2. Plot opportunities. Vote. 3. Document contributions. 4. What are we missing?
  32. 32. Workshop! NOW SHORT LONG New opportunity: What do we need to get there? (tech, money, etc.) $$$$$ emptyemptyemptystrategic innovationbuy-in 1. Current. Worst. Vision. 2. Plot opportunities. Vote. 3. Document contributions. 4. What are we missing?
  33. 33. Workshop! NOW SHORT LONG New opportunity: What do we need to get there? (tech, money, etc.) $$$$$ What work is already being done for the vision? emptyemptyemptystrategic innovationbuy-in 1. Current. Worst. Vision. 2. Plot opportunities. Vote. 3. Document contributions. 4. What are we missing?
  34. 34. Workshop! NOW SHORT LONG New opportunity: What do we need to get there? (tech, money, etc.) $$$$$ What work is already being done for the vision? What is not being done? Why should we do it? emptyemptyemptystrategic innovationbuy-in 1. Current. Worst. Vision. 2. Plot opportunities. Vote. 3. Document contributions. 4. What are we missing?
  35. 35. 4. Visualize the plan Visual plan enables conversation & alignment emptyemptyemptystrategic innovationbuy-in
  36. 36. Bare minimum to keep the lights on Progress, not time New opportunities & growth
  37. 37. Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 new opportunities bare minimum to exist emptyemptyemptystrategic innovationbuy-in
  38. 38. BARE MINIMUM TO EXIST FORGING NEW OPPORTUNITIES
  39. 39. 5. Choose path forward emptyemptyemptystrategic innovationbuy-in This roadmap facilitates the conversation to choose which opportunities matter most, and which can be reprioritized
  40. 40. 6. Validate emptyemptyemptystrategic innovationbuy-in Research landscape to validate strategic plan
  41. 41. 1. Get buy-in. 2. Strategic innovation. 3. Tactical design. plan plan plan plan research & design strategy sprint res & d strategy research & design s
  42. 42. Get everyone on the same page How will we turn strategy into reality? emptyemptytactical designstrategic innovationbuy-in
  43. 43. Tasks, Features, Milestones, etc. Time Blockers
  44. 44. 1. Quarterly planning The effectiveness of your strategy is proportional to how many people believe it emptyemptytactical designstrategic innovationbuy-in
  45. 45. 2. Focused discovery Focus on process, relationships, & data emptyemptytactical designstrategic innovationbuy-in
  46. 46. 3. Iterative design User involvement leads to increased FOMO emptyemptytactical designstrategic innovationbuy-in
  47. 47. 1. Get buy-in. 2. Strategic innovation. 3. Tactical design. 4. Agile execution. plan plan plan plan research & design strategy sprint res & d strategy research & design s
  48. 48. Get everyone on the same page Quarterly planning sessions keeps everyone aligned emptyagile executiontactical designstrategic innovationbuy-in
  49. 49. Celebrate success Sprint demos aren't just for engineers emptyagile executiontactical designstrategic innovationbuy-in
  50. 50. 1. Get buy-in. 2. Strategic innovation. 3. Tactical design. 4. Agile execution. 5. Repeat. @rwbaker #uxstrat plan plan plan plan research & design strategy sprint res & d strategy research & design s
  51. 51. plan plan plan plan strategic innovation tactical design agile execution research & design strategy sprint research & design strategy research & design sprint Strategy Tactical Celebrate success 6mo 3mo 2wk Repeat... repeattactical designtactical designstrategic innovationbuy-in
  52. 52. Simplify the complex. Bite-size chunks. Built-in exit ramps. Transparent.
  53. 53. Clarify all assumptions, especially the ones you think are obvious Simplify the complex.
  54. 54. Quarterly planning allows for team alignment & sanity checks Bite-size chunks.
  55. 55. Collectively validate & optimize strategy every 6 months Built-in exit ramps.
  56. 56. The effectiveness of your strategy is proportional to how many people believe it Transparent.
  57. 57. 1. Get buy-in. 2. Strategic innovation. 3. Tactical design. 4. Agile execution. 5. Repeat. plan plan plan plan research & design strategy sprint res & d strategy research & design s
  58. 58. @rwbaker #uxstrat Thanks! Presentation download: http://rwbaker.com/engineering-focused-ux 2-4pm Mini-workshop

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