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BUILDING A SUSTAINABLE
ENTERPRISE UX PROCESS
Mark Figueiredo Sr. User Experience Designer
T. Rowe Price
November 16, 2016

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T Rowe Price: History
In 1937, Thomas Rowe Price
Jr. started an asset
management firm focused on
delivering global investment
management excellence with
one purpose:
“To help our clients
invest confidently to
create secure
financial futures”

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T Rowe Price: History
The company offers related services for
individuals, advisors, institutions, financial
intermediaries, and retirement plan sponsors.
v
The values of our founder
guide our success and
shape our culture.

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T. ROWE PRICE
IN-HOUSE UX TEAM
▪ History
▪ Team Members
▪ Pros and Cons

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UX Team Members
2012 2016
Sr. UX Designers
UX/UI designers
Front End/UI Unicorn
Content Strategist
Lead Managers
Created organically out of
a need to starting thinking
about the Who, What, and
Why on projects.
10+x2

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UX Team Business Partners
Individual
Investors
Financial
Advisors
Financial
Intermediaries
Global
Investment
Services
Retirement Plan
Services

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UX Team Vision
To drive the design and experience for the
company’s web and digital properties
▪ Small incremental change over the years
▪ We are a shared service inside a business for financial services

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Pros and Cons of an Internal UX Team
PROS
▪ You know your product best
▪ You know your business and how it works
▪ You have direct access to users and user proxies
▪ Direct access to Voice of Customer data and feedback
▪ Rapport with the business partners and stakeholders
▪ Continuity with platforms

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Pros and Cons of an Internal UX Team
CONS
Not all Enterprise UX teams are structured as a cost center
within the business.
▪ Seen as “free”
▪ Mentality that a paid agency has perceived value because it equates to money
▪ We paid for it, therefore it’s automatically good

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Pros and Cons of an Internal UX Team
Two things that you can do as an internal group
that can help make a difference:
1. Be experts within your process
2. Share metrics based off of your work
– You may need to pull in help from other groups
▪ Analytics team
▪ Account Management

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BUILDING A SUSTAINABLE
UX PROCESS
▪ Defining UX
▪ Finding the “perfect”
process
▪ Building your own house

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DEFINING UX TO YOUR
BUSINESS PARTNERS

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User Experience Design is the practice of integrating
user-centered design methods, collecting, interpreting
and applying meticulous user research, process
management for testing elements of a system
independently in gradually increasing levels of fidelity,
and integrating multiple symbolic systems (languages) to
affect and influence users of an interactive system in a
predictable and measured way, according to the user’s
own criteria for success and happiness.
- uxdesign.com/ux-defined

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Defining UX
“The analogy I use is that I’m like an architect for
houses. I design the structure of the house, the three
rooms, and where the kitchen is so that it’s livable.”
– Patrick Neeman, Six Things Misunderstood About User Experience Designers

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FINDING THE
“PERFECT” PROCESS

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Finding the “Perfect” Process
Always works perfectly,
all of the time,
in every situation.
Everyone accepts
and respects the process

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Finding the “Perfect” Process
THERE IS NO SUCH THING AS A PERFECT UX PROCESS
3 things needed for a solid foundation
1. It needs to be flexible
2. Meets the specific requirements of the team
3. The whole team needs to agree on

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BUILDING OUR HOUSE
▪ Planning
▪ The Basics
▪ Deep Dive

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Building Our House: Planning
Easy to
understand &
repeatable
Identify key
items to use
Educate business
partners
WHAT ARE YOUR GOALS AS A TEAM?

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Building Our House: Planning
UNDERSTAND YOUR ENVIRONMENT
Where do we live?
Large
Enterprise
A lot
of silos
MBA
Focused

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Building Our House: Planning
1. Conduct stakeholder
interviews to learn about the
business’ goals, vision, and
direction
2. Share your joint group
knowledge about the business
units
– Past experiences
– Current relationships
– Familiarity with user experience
design
These 1-on-1 conversations show your
interest and dedication in providing the best
outcome for their business

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THE BASICS FOR ANY
UX PROCESS

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A Sustainable UX Process
▪ Discovery and scoping
▪ Information architecture
▪ Design and content creation
▪ Prototyping
▪ Usability testing
▪ Hand-off and development
THE BASICS

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It’s a helpful reminder to the
seasoned team members
Having this process will help
onboard new team members
A Sustainable UX Process
The Basics
▪ Discovery and scoping
▪ Information architecture
▪ Design and content creation
▪ Prototyping
▪ Usability testing
▪ Hand-off and development

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Developers
– What technology is being used
– What modules or integration
already exists
Stakeholders
– Business insights
Legal
– Are there any new compliance
or fiduciary rules we need to be
aware of?
A Sustainable UX Process
The Basics
▪ Discovery and scoping
▪ Information architecture
▪ Design and content creation
▪ Prototyping
▪ Usability testing
▪ Hand-off and development
INCLUSION OF OTHER GROUPS

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DISCOVERY
AND SCOPING

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▪ Competitor Analysis
▪ Stakeholder Interviews
▪ Personas
▪ User Stories
▪ Journey Maps
▪ DoGo Mapping
▪ Content Audit
▪ Content Analysis
Discovery and Scoping
These tools are some that can be
used in a discovery phase

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Discovery and Scoping
USER JOURNEY
▪ Users Objectives
▪ What are they doing?
▪ What are they thinking?
▪ What are they feeling?
▪ Identify Opportunity

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DoGo MAPPING
Lightweight tool that provides a
high-level understanding of the
information architecture of a site
Provides perspective on the overall
system combined with the
functionality of each page
It blends the overall view of a site
map with the detail of a flowchart in
order to visualize how a system fits
together
Discovery and Scoping
http://uxpamagazine.org/creating-a-dogo-map/

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Discovery and Scoping

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Discovery and Scoping
Members Time
Competitor Analysis UX Designers 1 day
Stakeholder Interviews Team 2-3 days
User / Proxy Interviews Team 2-3 days
Personas UX Designers 1-2 days
User Stories Team 2-3 days
Journey Maps Team 3-4 days
DoGo Mapping Team 2-3 Days

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Planning for the creation, aggregation,
delivery, and useful governance of
useful, usable, and appropriate content
in an experience.
- Margot Bloomstein, Appropriate Inc
Content Strategy

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Content Strategy
Content
Strategist
Copywriter
UX Designer UI Designer

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▪ Competitor Analysis
▪ Stakeholder Interviews
▪ Personas
▪ User Stories
▪ Journey Maps
▪ DoGo Mapping
▪ Content Audit
▪ Content Analysis
Discovery and Scoping
These tool box items are some that
can be used in a discovery phase.

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Content Audit
▪ A full accounting of existing
content. Requires reviewing every
page/screen and noting all content
elements in a spreadsheet. This
artifact is referred to as content
inventory.
▪ Can be approached in both
quantitative and qualitative ways.
▪ Timing depends on the number of
pages or screens that need to be
audited.
– Up to 50 pages/screens: 20 hours
– 50-100 pages/screens 40 hours
– 100+ pages/screens: 40+ hours
Discovery and Scoping
Content Analysis
▪ Once a content audit is complete
and the content inventory created,
an analysis of all existing content
elements can occur.
▪ Content is analyzed for accuracy,
usefulness to the user, and
relevancy to current business goals.
▪ Timing depends on the amount of
content that needs to be analyzed.
– Up to 50 pages/screens: 5 hours
– 50-100 pages/screens: 10 hours
– 100+ pages/screens: 10+ hours

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Discovery and Scoping
WHAT IS THE BARE MINIMUM?
Competitor
Analysis
Personas Content Audit /
Inventory
What’s happening
in the market
What work has already
been done
Who is your user?
What do they need
from you?
What content exists for
you to leverage?
What content does your
user need to best
understand what you are
telling them?

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INFORMATION
ARCHITECTURE

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▪ Card sorting
▪ Site Maps
▪ SEO
▪ Wireframes
▪ Content Page Tables
Information Architecture
These tools are some that can be used in
a IA phase.

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Information Architecture
CARD SORTING
Topics and navigation
organization
Mostly done with UX designers
and content strategist
We have also used stakeholders
to help validate our findings or
recommendations

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Information Architecture
CARD SORTING
Enterprise Creative recently
facilitated seven card sorting
sessions with participants from
6 different groups within
the organization
The open card sort involved
participants categorizing
and sorting a variety of
provided topics.

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Information Architecture
CARD SORTING
40 topics were included
Each topic represented
content featured on multiple
levels of an
existing website
Prep time
1 week
Testing Time
90-minutes sessions
4 days
Post Testing
3 days analyze data

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Information Architecture
SITEMAP
Transaction flows
Microsites

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PAGE TABLES
Outlines content
requirements for a specific
page, screen or content
module.
Includes objective, source
content, content
recommendations, hierarchy
and SEO recommendations.
Provides direction for
content creation and
delivery.
Used to develop wireframes.
1 page table: 1 hour
Information Architecture

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WIREFRAMES
Most wireframes start as sketches,
usually from white boarding
sessions
Data from discovery is taken
broken down and ideas are
generated
Team Members
UX Designer
Content Strategy
UI Designer
Information Architecture

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WIREFRAMES
Taking our sketches
into UXPin
Using in-app and
team libraries to build
wireframes quickly
In-app collaboration
point with writers
▪ Headlines
▪ Labels
▪ Content Callout
Information Architecture

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WIREFRAMES
Always present wireframes
back to stakeholders
Validates that you have all
the information and gives
the team the chance to
describe the vision and
explain why certain
decisions were made
Information Architecture

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PROTOTYPING
INTERACTIVE WIREFRAMES
To uncover requirements
previously defined during the
kickoff
Stakeholder gets a feel for the
overall experience
Transactional flows are tested and
reviewed by the team and
stakeholders
Uncovers any unmet requirements
or issues in the experience
Gives the opportunity to catch any
mistakes before it moves into
development
Information Architecture

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DESIGN AND COPY

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Design and Copy
1. Designers designed
blindly without context
2. Writers developed copy
without knowing the
environment
OUR PAST PROCESS

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Design and Copy
1 2
▪ Designer creates wireframe in
design application from
sketches
▪ Writer creates content in a
word document
▪ Writer emails copy doc to the
designer
▪ Designer copy and pastes
copy into design and updates
design depending on length
▪ Designer makes a PDF and
emails back to writer
▪ Writer makes edits
and comments in PDF
doc
▪ Emails back to design
▪ Copy and pastes edits
into design
▪ Creates PDF for final
approvals
PAST DESIGN & COPY PROCESS

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Design and Copy
1
▪ Designer creates wireframe in
UXPin with content blocks
▪ Writer creates content in a
word document
▪ Writer flows content to UXPin
in the design
▪ Designer and writer make
updates as needed
collaboratively in UXPin using
team comments
CURRENT DESIGN & COPY PROCESS

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Created so each designer,
writer, project manager, and
stakeholder understands
how we will work together
Gives a step-by-step
explanation on hand-off and
the approval process
Design and Copy

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Design and Copy
Face-to-face presentation
Email PDF’s for multiple stakeholders
Multiple feedback PDF’s
PM consolidates feedback
Writer updates copy, sends to the designer
Designer updates design as well as copy
Re-packages documents and resends
PAST REVIEW & APPROVAL PROCESS

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Design and Copy
Face-to-face presentation
▪ Quick UXPin Comment demo
PM sends UXPin share link to stakeholders
Stakeholders make collaborative comments in UXPin
PM reviews and assigns comments to team members
Each member makes the updates and resolve the comments
Resubmission is sent or represented if design is drastically altered
NEW REVIEW & APPROVAL PROCESS

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Design and Copy
Importance of Face-to-face presentations
– Help build rapport
– Discuss design decisions and testing results
– Answer questions
– Educate stakeholders on the review process
REVIEW AND APPROVAL PROCESS

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PROTOTYPING

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Prototyping
Tangible
examples
Show
Functionality
Recreate the
environment

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BUTTON STYLES
Prototyping
▪ Tangible examples
▪ Shows functionality
▪ Recreate the environment

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FUNCTIONALITY AND BEHAVIOR
Prototyping
▪ Tangible examples
▪ Shows functionality
▪ Recreate the environment

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RECREATE THE ENVIRONMENT
Prototyping
▪ Tangible examples
▪ Shows functionality
▪ Recreate the environment

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TESTING

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Testing
▪ Saves time on the back
end by testing and
validating any
hypothesis and
assumptions you may
have
▪ Aside from early
discovery elements,
testing is one of the first
things dropped or
removed from a key
date schedule

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Steve Krug
“Rocket Surgery Made Easy”
Testing
I will now saw my [lovely]
assistant in half
What a do-it-yourself test looks like
Recruit loosely and grade
on a curve
Who to test with and how to find
them

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Testing
Moderated Testing
▪ 10-15 users
TYPES OF TESTING
Unmoderated Testing
▪ 30+ users
30% 70%

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Testing
Hallway testing
– Project Stakeholders
– Team members
– Random person
Hire an outside company
– They find your exact user
– They perform the testing
– They provide the documentation
and results
RECRUITING USERS

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Testing
▪ Identify what you want to
test
▪ Write out your tasks
▪ Test your own tasks
▪ Selecting demographics
▪ If your testing client allows
for pre-screening, create
them to best match the
personas you build
▪ Review the results
▪ Write a summary
document
BUILDING A TEST

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▪ Very important artifact
from testing
▪ Stakeholders are not always
interested in the whole test,
so you need to break it
down for them
▪ Briefly explain the tasks and
report the findings
▪ Include quotes from users
emphasize your points
▪ Write a long form document
Testing: Summary Doc

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FINAL DESIGN
AND HAND OFF

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The Hand Off
Common term referring to the preparation of final design
and copy files and “handing off” to the development team
3 ways this can go down
1. The Perfect Road
▪ Talking multiple times a day, open to all feedback
2. Horrible Hand off
▪ Throwing things over the fence with no communication
3. Reality
▪ Open communication
▪ You may need to initiate the conversation

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The Hand Off
1 2 3
DESIGNER
▪ Redlines + specs
– UXPin Spec Mode
▪ Design assets
– PSD’s
– Images
COPY
▪ Final copy doc
▪ SEO
DEV
▪ Verify developer
resources
▪ Verify the correct
communication
channels

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UXPIN SPEC MODE
The Hand Off
▪ Keeps the designers on point
and allows us to double check
our work before sending it off
for development
▪ Some real opportunity to
improve our communication
with the developers
Try it for free

73.
DEV BUILD

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QA and Internal Review
– If a prototype has been created, this
is a great time for comparison and
conversation
User Acceptance Testing
– Identify team roles
▪ Designer – Layout, Branding
▪ UX – Experience
▪ Writers – Content
▪ PM/AM - Requirements
Launch
Post Launch Analysis
– Quick Fixes
– Validation
– Day 2 updates
Dev Build

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Dev Build
POST MORTEM MEETING
1. Full team meets to discuss end to end process
▪ What worked well, what didn’t
2. How did each stage go?
▪ How can we be more efficient?
3. How was the process?
▪ What needs to be changed or altered?

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WHAT WE
HAVE LEARNED

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What We Have Learned
This current process has evolved twice since the start of 2016
– Jan 2016 – The introduction of UXPin to our flow and process
– July 2016 – Stakeholder approval process
Solicit feedback from business partners and stakeholders
TRY, TRY, TRY, AND THEN TRY AGAIN

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What We Have Learned
Assign 1 lead person to be in charge of the
process document
– Too many cooks in the kitchen is a
recipe for failure
Team members can bring topics up to
assign lead
It’s the owners responsibility to bring up new
concerns and feedback to the whole group
Lead is responsible for communicating the
process to other team members and
business partners
HAVE THE RIGHT PEOPLE INVOLVED

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What We Have Learned
▪ Identify test projects
▪ Introduce and explain the process to the entire team
▪ As a team, meet often to discuss how things are going
▪ Play it out and take notes along the way
– Be flexible even during testing
LIKE ANY PRODUCT, YOU NEED TO TEST

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TEST PROJECT
Plan Advisor National
Conference
▪ Project with a short timeline
▪ All members were informed
about the new process
▪ I walked the Project
Managers through the
process up front
▪ During the kick-off, I
introduced the process to the
stakeholders
What We Have Learned

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PROJECT FIRSTS
▪ All comments were made
in UXPin
▪ Writers input all copy in
UXPin themselves and
make all updates
▪ Post Mortem identified
areas for improvement
– Communication with
each other, including PM
– Creating a process
for iterations
– We introduced an
iteration naming
convention
What We Have Learned

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What We Have Learned
Continue to monitor the process
Quarterly check-in with the team
1st
Qtr: Need for more education to business partners
2nd
Qtr: Need a UXPin Process
3rd
Qtr: Need to focus on developing our Agile UX Process
THINGS WILL START TO FORM A HOLDING PATTERN

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About UXPin
Collaborative Design Platform
● Wireframe, prototype, user test, & more.
● Get feedback & co-design in real time.
● Import and scale your design system.
● Generate visual specs for developer handoff.

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THANK YOU
OPEN UP FOR YOUR QUESTIONS

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