Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
The pragmatic designer’s ‘OCD’
approach to UX design practice
Malini Rao
UX Leader, strategist & independent consultant
Users Rule!
User
Advocacy
Hanging on to the mission
Balancing
act!
Respect the discipline
Drive Innovation
Focused
and in demand
The
secret
pain of
UXer’s
WE are the problem…Damn it!
Organization Centered DesignOrganization Centered Design
Thoughtful adaptation of the
design practice to suit the current
state and needs of an organization
Organization Centered ...
UX is in Demand!
› No. 14 in a 2015 CNN Money/ Payscale for top 100
best jobs in America 

› Demand for UX professionals- ...
One size
does
NOT
fit all
Where does UX fit in the
Organization?
Where does UX fit in the
Organization?
Separate/ Ad hoc Central IntegralPeripheral
Sabine Juninger, 2009
What is the Organization’s
maturity for UX?
Many, many UX maturity models…
Tomer Sharon (Google, 2012)
› Maturity

both buy-in and staff 

› Approaching maturity

buy-in, but no staff 

› Approachi...
Tomer Sharon (Google, 2012)
› Approaching immaturity

no buy-in, but there is staff
Timo Jokela (University of Helsinki, 2010)
› Three dimensions of UCD performance

› UCD infrastructure

› UCD in product d...
Combining models
› Three dimensions of UCD performance

› UCD infrastructure

› UCD in product development projects 

› Us...
Buy in for UX
› Three dimensions of UCD performance

› UCD infrastructure

› UCD in product development projects

› UCD ac...
Combining models T.Sharon, T.Jokela, S.Juninger and Neilsen
OrgUXMaturity
Mature
Approaching Maturity - Mature
Approaching...
Framework for Organization
Centered Design
Framework for Organization Centered Design
›Make fighting the UX battle a considered
choice

›Determine the UX role that t...
To pursue the UX cause
in an organization or not?
UX Staffing and Org Maturity
1:4 1:12+
Assessing Org
buy in for UX
needs deep
internal insight
Don’t try to convince Executives who can’t be convinced
Align
measurable
UX goals to
Executive
goals
Assists were down 50% after HUGE UX improvements and we were barely
moving the needle towards self-service needed for incr...
Before After
Framework for Organization Centered Design
›Make fighting the UX battle a considered
choice

›Determine the UX role that t...
The role of the UX team
in an Organization
Perceived value of UX in Organizations
› Indirect value - how
other business critical
teams benefitted from
UX

› Reduce c...
Types of roles for UX in an Organization
› Advisory Role: 

Influence the digital interface of
the offering in an advisory...
Types of roles for UX in an Organization
› Product UX Role: 

Influence/ drive the digital
interface

Responding: 

Tactic...
Types of roles for UX in an Organization
› Strategic/ Visionary Role: 

Use Design thinking and insights
to drive/ influen...
Framework for Organization Centered Design
›Make fighting the UX battle a considered
choice

›Determine the UX role that t...
UX team engagement strategy sliding scale
High Engagement

Strategic Impact
Low Engagement

Tactical Impact
UX team engagement strategy sliding scale
High Engagement

Strategic Impact
Low Engagement

Tactical Impact
FollowOrders
R...
FollowOrders
RaiseaFlag
SetExpectations
Don’tbethebottleneck
DefineUXspecificgoals
PushtheEnvelope
MakeUXworkvisible
FindP...
FollowOrders
RaiseaFlag
SetExpectations
Don’tbethebottleneck
DefineUXspecificgoals
PushtheEnvelope
MakeUXworkvisible
FindP...
FollowOrders
RaiseaFlag
SetExpectations
Don’tbethebottleneck
DefineUXspecificgoals
PushtheEnvelope
MakeUXworkvisible
FindP...
FollowOrders
RaiseaFlag
SetExpectations
Don’tbethebottleneck
DefineUXspecificgoals
PushtheEnvelope
MakeUXworkvisible
FindP...
Engagement strategy: Follow Orders
› Advisory/ Tactical
UX Role 

(Looking for Buy in)

› Establish trust/
relationships f...
Engagement strategy: Raise a Flag
› Advisory/ Tactical
UX Role 

(Looking for Buy in)

› Work on charter set
by team

› In...
Engagement strategy: Set Expectations
› ALL roles (no matter
extent of Buy-in)

› Recognize
expectations of the UX
team

›...
Vision
Mission
Strategy
Goals
Action Plan
Calling for
some UX magic!
Wishful thinking
Realistic ideas
Usually…
Wishful thinking
Realistic ideas
A dangerous twist…
The UX Quandary
Setting Success Expectations
› Use data to raise flags

› Connect research
inferences to impact on
goals

› Make research
...
Setting Success Expectations
› Report inferences
regularly vs one big
read out

› Go Viral
FollowOrders
RaiseaFlag
SetExpectations
Don’tbethebottleneck
DefineUXspecificgoals
PushtheEnvelope
MakeUXworkvisible
FindP...
Engagement strategy: Advise but be Flexible
› ALL roles (no matter
extent of Buy-in)

› Persevere on UX
goals but be flexi...
Engagement strategy: Don’t be the bottleneck
› Tactical product
UX / Strategic
business role

› Make the design
process fl...
Engagement strategy: Define UX Specific Goals
› All roles

› Align UX goals with
Business goals

› Tactical product
UX / S...
Empty UX Goals set by Organizations
Express UX goals in terms of
measurable business impacts given
the operational realities of the
organization
Setting meani...
UXers love
to follow
the
North Star
The path to
our goal is
often a
circuitous
maze
It takes time to mature!
OrgUXMaturity
Mature
Approaching Maturity - Mature
Approaching immaturity - Approaching Maturity
...
Measure success instead of failure
FollowOrders
RaiseaFlag
SetExpectations
Don’tbethebottleneck
DefineUXspecificgoals
PushtheEnvelope
MakeUXworkvisible
FindP...
Engagement strategy: Push the envelope
› Tactical Product UX
Role

› ‘Yes, and…’
approach

› Strategic Business
Role
› Thi...
Engagement strategy: Make UX work Visible
› Tactical product UX /
Strategic business
role (looking to expand
buy-in)

› So...
Engagement strategy: Find Partners and Alliances
› Tactical Product UX Role

› Codesign

› Let’s ‘Guerrilla' together

› S...
Engagement strategy: Become Accountable
› Tactical product UX /
Strategic business role
(looking to expand buy-in)

› Proa...
Engagement strategy: Drive Vision/ Strategy
› Tactical product UX /
Strategic business
role (looking to expand
buy-in)

› ...
Takeaway Capsule
›Be ‘organization-centered’ with design practice

›Root design practice in reality - use the sliding scal...
Thank You!
Enjoy your
Malini Rao
UX leader, strategist &
independent consultant
scouting new adventures
malini.rao@gmail.c...
The Pragmatic designer's 'OCD' approach to UX design Practice
The Pragmatic designer's 'OCD' approach to UX design Practice
The Pragmatic designer's 'OCD' approach to UX design Practice
The Pragmatic designer's 'OCD' approach to UX design Practice
The Pragmatic designer's 'OCD' approach to UX design Practice
The Pragmatic designer's 'OCD' approach to UX design Practice
The Pragmatic designer's 'OCD' approach to UX design Practice
The Pragmatic designer's 'OCD' approach to UX design Practice
The Pragmatic designer's 'OCD' approach to UX design Practice
The Pragmatic designer's 'OCD' approach to UX design Practice
The Pragmatic designer's 'OCD' approach to UX design Practice
The Pragmatic designer's 'OCD' approach to UX design Practice
The Pragmatic designer's 'OCD' approach to UX design Practice
The Pragmatic designer's 'OCD' approach to UX design Practice
Próxima SlideShare
Cargando en…5
×

The Pragmatic designer's 'OCD' approach to UX design Practice

482 visualizaciones

Publicado el

It’s a strange time for user experience. On the one hand, we have come a long way and are amongst the most ‘in-demand’ professions. Yet, many of us feel like second hand citizens in our own teams and organizations and we are still just trying to be heard. Many of us are feeling burnt out after fighting futile battles for user advocacy in our organizations. But can we avoid this burnout and be part of UX teams that find success in their organization cultures?
YES, we can. Just as a one-size-fits-all approach does not work for our design solutions, a single gold standard for the goals of UX in any organization and how we practice it is also not practical. So, we need to let go of our obsessive compulsions on how design should be practiced and instead employ an ‘organization-centered-design’ (OCD) approach for a more successful and fulfilling design practice.

Based on lessons learned from nearly 2 decades of working in various organization cultures, this talk will suggest some simple and practical UX team engagement strategies that can be put to immediate use in 3 types of organizations – Organizations where UX plays an optional/ advisory role; organizations with an established UX program and organizations that utilize design to influence business strategy.

Publicado en: Diseño
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí

The Pragmatic designer's 'OCD' approach to UX design Practice

  1. 1. The pragmatic designer’s ‘OCD’ approach to UX design practice Malini Rao UX Leader, strategist & independent consultant
  2. 2. Users Rule!
  3. 3. User Advocacy
  4. 4. Hanging on to the mission
  5. 5. Balancing act!
  6. 6. Respect the discipline
  7. 7. Drive Innovation
  8. 8. Focused and in demand
  9. 9. The secret pain of UXer’s
  10. 10. WE are the problem…Damn it!
  11. 11. Organization Centered DesignOrganization Centered Design
  12. 12. Thoughtful adaptation of the design practice to suit the current state and needs of an organization Organization Centered Design The ‘Design’ of Design practice
  13. 13. UX is in Demand! › No. 14 in a 2015 CNN Money/ Payscale for top 100 best jobs in America 
 › Demand for UX professionals- ~ 50,000 professionals : 7 million projects needing UX (NN/g, 2014)
 › UX Focus - beyond usability to creating delight and transforming people’s lives in fundamental ways
  14. 14. One size does NOT fit all
  15. 15. Where does UX fit in the Organization?
  16. 16. Where does UX fit in the Organization? Separate/ Ad hoc Central IntegralPeripheral Sabine Juninger, 2009
  17. 17. What is the Organization’s maturity for UX?
  18. 18. Many, many UX maturity models…
  19. 19. Tomer Sharon (Google, 2012) › Maturity
 both buy-in and staff › Approaching maturity
 buy-in, but no staff › Approaching immaturity
 no buy-in, but there is staff › Immaturity
 no buy-in or staff
  20. 20. Tomer Sharon (Google, 2012) › Approaching immaturity
 no buy-in, but there is staff
  21. 21. Timo Jokela (University of Helsinki, 2010) › Three dimensions of UCD performance
 › UCD infrastructure › UCD in product development projects › Usability in business strategy
  22. 22. Combining models › Three dimensions of UCD performance
 › UCD infrastructure › UCD in product development projects › Usability in business strategy Buy-in Staffing/ tools T.Jokela T.Sharon T.Sharon, T.Jokela
  23. 23. Buy in for UX › Three dimensions of UCD performance
 › UCD infrastructure › UCD in product development projects › UCD activities with access to users › Utilizing findings from UCD activities in product development projects › Usability in business strategy Buy-in Staffing/ tools T.Jokela T.Sharon
  24. 24. Combining models T.Sharon, T.Jokela, S.Juninger and Neilsen OrgUXMaturity Mature Approaching Maturity - Mature Approaching immaturity - Approaching Maturity Immature 6years 20years
  25. 25. Framework for Organization Centered Design
  26. 26. Framework for Organization Centered Design ›Make fighting the UX battle a considered choice
 ›Determine the UX role that the team can play effectively and make peace with it 
 ›Develop UX team engagement strategies that are aligned with the organization culture
  27. 27. To pursue the UX cause in an organization or not?
  28. 28. UX Staffing and Org Maturity 1:4 1:12+
  29. 29. Assessing Org buy in for UX needs deep internal insight
  30. 30. Don’t try to convince Executives who can’t be convinced
  31. 31. Align measurable UX goals to Executive goals
  32. 32. Assists were down 50% after HUGE UX improvements and we were barely moving the needle towards self-service needed for increased adoption.
  33. 33. Before After
  34. 34. Framework for Organization Centered Design ›Make fighting the UX battle a considered choice
 ›Determine the UX role that the team can play effectively and make peace with it 
 ›Develop UX team engagement strategies that are aligned with the organization culture
  35. 35. The role of the UX team in an Organization
  36. 36. Perceived value of UX in Organizations › Indirect value - how other business critical teams benefitted from UX › Reduce costs with Usability improvements Low Impact High Impact › Social sentiment - How much customers LOVE the offering
 › UX impact on revenue L.Buley Impact Place of UX in the Org
  37. 37. Types of roles for UX in an Organization › Advisory Role: 
 Influence the digital interface of the offering in an advisory capacity
 Mature advisory roleImmature advisory role
  38. 38. Types of roles for UX in an Organization › Product UX Role: 
 Influence/ drive the digital interface
 Responding: Tactical Influence Governing: Standardizing Influence Driving: Strategic Influence
  39. 39. Types of roles for UX in an Organization › Strategic/ Visionary Role: 
 Use Design thinking and insights to drive/ influence the customer experience across all touch points and business strategy Influencing Customer Experiences Influencing Business Strategy
  40. 40. Framework for Organization Centered Design ›Make fighting the UX battle a considered choice
 ›Determine the UX role that the team can play effectively and make peace with it 
 ›Develop UX team engagement strategies that are aligned with the organization culture
  41. 41. UX team engagement strategy sliding scale High Engagement Strategic Impact Low Engagement Tactical Impact
  42. 42. UX team engagement strategy sliding scale High Engagement Strategic Impact Low Engagement Tactical Impact FollowOrders RaiseaFlag SetExpectations Don’tbethebottleneck DefineUXspecificgoals PushtheEnvelope MakeUXworkvisible FindPartnersandAlliances BecomeAccountable AdvisebutbeFlexible DriveVision/strategy
  43. 43. FollowOrders RaiseaFlag SetExpectations Don’tbethebottleneck DefineUXspecificgoals PushtheEnvelope MakeUXworkvisible FindPartnersandAlliances BecomeAccountable AdvisebutbeFlexible UX team engagement strategy sliding scale High Engagement Strategic Impact Low Engagement Tactical Impact DriveVision/strategy Looking for Buy in for UX
  44. 44. FollowOrders RaiseaFlag SetExpectations Don’tbethebottleneck DefineUXspecificgoals PushtheEnvelope MakeUXworkvisible FindPartnersandAlliances BecomeAccountable AdvisebutbeFlexible UX team engagement strategy sliding scale High Engagement Strategic Impact Low Engagement Tactical Impact DriveVision/strategy Looking for Buy in for product UX Looking for Buy in for UX
  45. 45. FollowOrders RaiseaFlag SetExpectations Don’tbethebottleneck DefineUXspecificgoals PushtheEnvelope MakeUXworkvisible FindPartnersandAlliances BecomeAccountable AdvisebutbeFlexible UX team engagement strategy sliding scale High Engagement Strategic Impact Low Engagement Tactical Impact DriveVision/strategy Looking for Buy in for product UX Looking for Buy in beyond product UX Looking for Buy in for UX
  46. 46. FollowOrders RaiseaFlag SetExpectations Don’tbethebottleneck DefineUXspecificgoals PushtheEnvelope MakeUXworkvisible FindPartnersandAlliances BecomeAccountable AdvisebutbeFlexible UX team engagement strategy sliding scale High Engagement Strategic Impact Low Engagement Tactical Impact DriveVision/strategy Advisory Tactical Product UX Role Strategic Business Role
  47. 47. Engagement strategy: Follow Orders › Advisory/ Tactical UX Role 
 (Looking for Buy in)
 › Establish trust/ relationships first 
 › Team wins over big UX wins
  48. 48. Engagement strategy: Raise a Flag › Advisory/ Tactical UX Role 
 (Looking for Buy in)
 › Work on charter set by team › Include UX research & share findings › Team opinion may trump UX findings 

  49. 49. Engagement strategy: Set Expectations › ALL roles (no matter extent of Buy-in)
 › Recognize expectations of the UX team › Evaluate feasibility › Set expectations around UX impact in business terms given scope and Org realities

  50. 50. Vision Mission Strategy Goals Action Plan
  51. 51. Calling for some UX magic!
  52. 52. Wishful thinking Realistic ideas Usually…
  53. 53. Wishful thinking Realistic ideas A dangerous twist…
  54. 54. The UX Quandary
  55. 55. Setting Success Expectations › Use data to raise flags
 › Connect research inferences to impact on goals
 › Make research inferences visible to decision makers
  56. 56. Setting Success Expectations › Report inferences regularly vs one big read out
 › Go Viral
  57. 57. FollowOrders RaiseaFlag SetExpectations Don’tbethebottleneck DefineUXspecificgoals PushtheEnvelope MakeUXworkvisible FindPartnersandAlliances BecomeAccountable AdvisebutbeFlexible UX team engagement strategy sliding scale High Engagement Strategic Impact Low Engagement Tactical Impact DriveVision/strategy Advisory Tactical Product UX Role Strategic Business Role
  58. 58. Engagement strategy: Advise but be Flexible › ALL roles (no matter extent of Buy-in)
 › Persevere on UX goals but be flexible › Delivery over perfection

  59. 59. Engagement strategy: Don’t be the bottleneck › Tactical product UX / Strategic business role
 › Make the design process flexible with creativity › Keep Design cycle ahead of development cycle

  60. 60. Engagement strategy: Define UX Specific Goals › All roles › Align UX goals with Business goals
 › Tactical product UX / Strategic business role › Avoid conflicting goals with other business functions

  61. 61. Empty UX Goals set by Organizations
  62. 62. Express UX goals in terms of measurable business impacts given the operational realities of the organization Setting meaningful UX goals The ‘Design’ of Design practice
  63. 63. UXers love to follow the North Star
  64. 64. The path to our goal is often a circuitous maze
  65. 65. It takes time to mature! OrgUXMaturity Mature Approaching Maturity - Mature Approaching immaturity - Approaching Maturity Immature 6years 20years
  66. 66. Measure success instead of failure
  67. 67. FollowOrders RaiseaFlag SetExpectations Don’tbethebottleneck DefineUXspecificgoals PushtheEnvelope MakeUXworkvisible FindPartnersandAlliances BecomeAccountable AdvisebutbeFlexible UX team engagement strategy sliding scale High Engagement Strategic Impact Low Engagement Tactical Impact DriveVision/strategy Advisory Tactical Product UX Role Strategic Business Role
  68. 68. Engagement strategy: Push the envelope › Tactical Product UX Role › ‘Yes, and…’ approach
 › Strategic Business Role › Think beyond product interface to customer experience and business strategy

  69. 69. Engagement strategy: Make UX work Visible › Tactical product UX / Strategic business role (looking to expand buy-in)
 › Socialize Design › Expand your audience to include leaders › Find a seat at the table at the strategic decision making level

  70. 70. Engagement strategy: Find Partners and Alliances › Tactical Product UX Role › Codesign › Let’s ‘Guerrilla' together
 › Strategic Business Role › Use Design methods to solve team problems, not just design problems › Cross functional solutions over siloed product design

  71. 71. Engagement strategy: Become Accountable › Tactical product UX / Strategic business role (looking to expand buy-in)
 › Proactively define Success metrics aligned with business goals like other business critical functions › Measure regularly › Track progress and steer forward

  72. 72. Engagement strategy: Drive Vision/ Strategy › Tactical product UX / Strategic business role (looking to expand buy-in) › Use design research and concepts to open new horizons › Don’t wait for an invitation › Create a compelling vision prototype to sell the idea

  73. 73. Takeaway Capsule ›Be ‘organization-centered’ with design practice
 ›Root design practice in reality - use the sliding scale of engagement strategies that will work in your org culture 
 ›Success is not a fixed north star
 ›Apply design thinking to solve your own practice problems as well!
  74. 74. Thank You! Enjoy your Malini Rao UX leader, strategist & independent consultant scouting new adventures malini.rao@gmail.com @malinitweets Linkedin: malinirao

×