UX Enablement: Getting your team and your organization to practice user-centered design.

A Digital and Technology Consultancy© RBA Confidential
UX Enablement
Getting your team and your organization to practice user-
centered design.
@matthewjdoty | @RBAConsulting | #UX_E

© RBA | UX Enablement | p. ‹#›
Introductions
Let’s get to know each other

About Me

About You

UX Enablement
Why + What

© RBA | UX Enablement | p. 6
The demand for User Experience
(UX) expertise has exploded.

As a result, we see two phenomena:
Well-intentioned UX-ers struggling
to bring the full value of User-
Centered Design to their
organizations.
Organizations grappling with what
it really takes to enable and
sustain the practice and culture of
User-Centered Design.

UX-EUser Experience Enablement
In response, RBA has
developed the UX
Enablement (UX-E)
Framework

UX-E is a suite of services
designed to help individuals
and organizations
understand, adopt, and
institute the principles,
processes and techniques of
User-Centered Design
UCD

What Does that Look Like?

UX-E
UCD
Coaching/Mentoring
Management Consulting
Training/Education
Process Definition
Assessment & Strategy

UX-E
UCD
Coaching/Mentoring
Training/Education
Process Definition

Wait, Is this just a sales presentation?

NO

Making UX-E Happen
Ideas and Talking Points You Can Actually Use… Tomorrow

Debunking UX Myths

MYTH
UCD Keeps Us
From Innovation

FACT
UCD Is a Core
Component of
Innovation

INNOVATION
Question: rethink basic
fundamentals
Care: Get to know your
customers. Immerse yourself in
their lives
Connect: bring together
concepts, people, and products
Commit. prototype and begin
testing
The four phases of design thinking (http://blogs.hbr.org/2010/07/the-four-
phases-of-design-thin/)

MYTH
UCD Costs Too
Much

FACT
HCD results in
cost savings as
well as increased
revenue

FACTS
68% of customers leave a site
due to a bad user experience
85% of UX problems can be
uncovered by testing only 5
people
Return on investment for UCD
is between 1:2 and 1:100
http://www.sds-
consulting.com/sites/default/files/SDS_UX%20Report%202009.pdf
http://www.uie.com/articles/three_hund_million_button
http://vitamintalent.com/ux-statistic/#Introduction

MYTH
UCD Takes Too
Much Time

FACT
UCD can be
flexibly adapted
and applied to
almost any
situation,
timeline, or
budget

MYTH
We don’t need
to do UCD

FACT
If we don’t do
UCD, then we run
the risks of
wasting time and
money and
delivering
something our
audience doesn't
want

Evangelizing UX

Defining User Experience
The quality of the interactions
people have with technology.
A professional field that
employs the principles and
techniques of User-Centered
Design.

Defining User-Centered Design
A philosophy that places the
people who will be using what
we are creating at the center of
attention throughout the project
A process that actively seeks
out and accounts for users’
cognitive, emotional &
behavioral factors

Being User-Centered Means…
We have direct interaction
with the actual users of what
we are building;;
and/or
We have access to data the
users have generated

Explaining What UX Does
Understand, empathize with &
advocate for the people who
actually will use what we’re
producing.
Design a solution that delivers
on user needs while balancing
other priorities. UX
User
Needs
Technical
Capabilities
Business
Objectives
Brand
Direction

How UX Helps Achieve Business Goals
Decrease development
time & cost
IF WE…
• Employ a collaborative, iterative
process
• Include activities that give users a
voice of influence
THEN WE WILL…
• Get to the right solution more
quickly than we would have
otherwise
Decrease training &
support costs
IF WE…
• Work with training/support staff
• Spend the effort to observe and
interact with users
• Frequently validate our decisions
with real users,
THEN WE WILL…
• Discover the key interactions to
simplify
• Know that we have accurately
addressed the observed issues
even before launching the new
system
Decrease
bounce rates
IF WE…
• Precisely understand user
needs/expectations
with real users,
THEN WE WILL…
• Launch something that will attract
and the retain the right audience
because we are delivering
something they actually want and
enjoy

Increase customer
adoption
IF WE…
• Observe current customer use
THEN WE WILL…
• Correctly identify barriers to
adoption
• Uncover other opportunities and
user needs
• Prescribe and design an
enjoyable, rewarding experience
that delivers what the customer
actually wants
Improve quality and
quantity of leads
IF WE…
• Engage in user research
techniques
• Evaluate the current experience
• Understand business goals
THEN WE WILL…
• Precisely understand what
motivates the target audience to
take action
• Align the content and interactions
in a way that harmonizes user
needs with business objectives
Increase
conversion rates
IF WE…
• Assess the experience of the
current conversion points
• Use metrics to drive user research
• Observe users to understand the
“why” behind the metrics
• Make data-driven decisions
THEN WE WILL…
• Accurately understand the
problems & opportunities
• Create an experience that directly
increases conversions

Increase workforce
productivity
IF WE…
• Work with training/support staff
• Observe and interact with users
with real users,
THEN WE WILL…
• Accurately identify bottlenecks
and high leverage interactions to
address each
• Be assured that the solutions we
design actually produce the
desired results
Increase customer
loyalty
IF WE…
• Do what it takes to really
understand who our users are,
what they want, what turns them
on and off
THEN WE WILL…
• Be able to design something our
users want and rely on.
Make quicker, more
informed decisions
IF WE…
• Use metrics and business
objectives to drive user research
• Engage in user research
techniques
THEN WE WILL…
• Precisely understand user
needs/expectations thereby
removing significant speculation
and political spin.

Kick-starting Transformation

Keys to Effective Transformation
1. Identify what you want to change
2. Pinpoint critical behaviors
3. Experience critical behaviors

1. Identify what you want to change
• Learn more about UCD
• Hire UX talent
• Implement UCD thinking
• Maximize the UCD toolkit
• Establish a UCD practice
• Mature the UCD offering
• Something else?

2. Pinpoint Critical Behaviors
• Small & simple
• High impact
• Yield desired result

Critical Behaviors

Critical Behaviors: Establishing UX
1. Experience your audience
2. Make your thinking tangible
3. Take a collaborative stance
4. Practice “tactful persistence”

3. Experience Critical Behaviors
• Capability & Desire
• Direct Experience
• Vicarious Experience
• Buy-in

CAN I DO IT?
IS IT WORTH IT?

Direct Experience
“There are three kinds of men.
The one that learns by reading.
The few who learn by
observation. The rest of them
have to pee on the electric
fence for themselves.”

CAN I DO IT?
IS IT WORTH IT?

TRANSFORMATION IS
REALLY REALLY REALLY
HARD WORK

“Opportunity is missed by most
people because it is dressed in
overalls and looks like work.”

Generating Buy-In
• Foster Collaboration
• Build on Shared Objectives
• We are all more likely to buy in
if we feel like we are part of
the thinking and deciding

Maintaining Buy-In
• DOCUMENTATION!
• Continual demonstration
of value
• Raise the standards for
what it takes to change
course

BEWARE OF GROUPTHINK

HELP!
Getting Outside Expertise

Call outside help when you need…
• Dedicated resources
• Specialized expertise
• Help to avoid mistakes
• External perspectives
• A fresh set of eyes
• An objective point of view•
• Help negotiating diﬀerences of opinion
• Training

UX-E is a suite of services
designed to help individuals
and organizations
understand, adopt, and
institute the principles,
processes and techniques of
User-Centered Design
UCD

UX-E
UCD
Coaching/Mentoring
Training/Education
Process Definition

Let’s Talk
Questions? Comments? Concerns? Criticisms? Jokes?

A Digital and Technology Consultancy

UX Enablement: Getting your team and your organization to practice user-centered design.

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