Mapping ux culture
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This is a presentation I prepared for UXMad 2013. It is pretty much the 3rd presentation in a series for 2013. It has similar themes to "The Long Tail of User Experience" and to "Dream Jobs." I covers how you build a UX culture in anengineering or software development environment.
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Mapping ux culture
- 1. Road-Mapping UX Culture Mike Kornacki Johnson Controls User Experience Architect h#p://www.savagesandscoundrels.org/media/2228/Oregon%20Tral%20map.jpg
- 3. What is User Experience? h#p://www.coffeemakersetc.com/images/CWTF_2-‐2.jpg
- 4. What is User Experience? h#p://img3.etsystaKc.com/000/0/5915846/il_fullxfull.274096559.jpg
- 5. What is User Experience? h#p://arntrnassets.mediaspanonline.com/radio/t01/440578/the-‐coffee-‐aroma.jpg
- 6. What is User Experience? h#p://24.media.tumblr.com/tumblr_maimorDKA81qzz33ro1_500.gif
- 8. UX Maturity Model Bruce Temkin “UX Maturity Model” Customer Experience Ma#ers
- 9. 3 COMMON BARRIERS TO UX CULTURE
- 10. 1 NO ONE GETS IT
- 12. The JCI Way (Pre-UX) h#p://www.demandstudiossucks.com/wp-‐content/uploads/2012/10/super-‐computer-‐nerd.jpeg
- 14. My first experience with designers was with a couple of guys in leather pants speaking to me using terms that I did not understand ~ Gary McCord
- 18. 2 “UI DEVELOPERS ALREADY DO THIS”
- 19. How UX is Seen UI Developer UI Developer UI Developer
- 20. How UX is Seen Code Review/ Sodware CompleKon Code Review/ Sodware CompleKon Code Review/ Sodware CompleKon UI Developer UI Developer UI Developer
- 21. How UX is Seen Code Review/ Sodware CompleKon Code Review/ Sodware CompleKon Code Review/ Sodware CompleKon UI Developer UI Developer Doing it’s own thing UI Developer UX
- 22. How UX is Really Is All working towards the same goal: Delivering the greatest product we can! UI Developer UI Developer UX UI Developer Project Team
- 27. 4 STEPS TO UX CULTURE
- 28. 1 TELL A STORY
- 29. “People think that stories are shaped by people. In fact it’s the other way around…” Terry Pratchett
- 31. 2 BENCHMARK
- 32. After a single bad experience 82% of customers will simply leave Source: 2010 Customer Experience Impact Survey – RightNow Technologies
- 36. DIRECT BUSINESS BENEFITS UX can avoid lost revenue In today's consumerized B2B world, digital user experience is a key decision criteria as customers are evaluating competitors based on the quality of the experience they provide. 14.4 % More customers on average are willing to purchase from a company that provides superior experience versus a company that provides a poor customer experience according to Forrester. * *Forrester, “Best Practices in User Experience Design (UX)”
- 37. Accolades DIRECT BUSINESS BENEFITS UX can grow unit volumes User experience design is easily conveyed during the sales process, as solutions speak directly to customer needs, are easy to understand and can be quickly tied to customer value. % 40 sales conversion increase realized by Telstra in year 1 after site redesign.* *Telstra company data **Nokia company data. Wall Street Journal Engadg November 18, 2010 October 14, 20 “Ovi Store has reached 3 million downloads per day, a milestone spurred by overall global demand and a recent update that gives users of Nokia's new Symbian smartphone family a friendlier look and feel as well as more popular apps and games." “Nokia has those shor Ovi Store, Ovi Store version tha N8 -- part pleasant t % 20 increase in downloads per user, per session for Nokia over previous version.**
- 38. DIRECT BUSINESS BENEFITS Avoiding lost revenue to competitors that offer a better user experience Areas for enhancement (as indicated by current and former customers) Mobile Access Be#er graphics More sophisKcated 39 39 More fun to use 0 100 167 166 126 200 Newly created Global Experience Design Studio in Minneapolis focuses on delivering an end to end experience across every user touch point. 256 250 238 Hiring a Director of UX Product Management to provide thought leadership and a unifying vision for UX across products. 300
- 39. 3 VISION CASTING
- 40. h#p://cdn.solecollector.com/media/u/images/nike-‐mag-‐back-‐for-‐the-‐future-‐photos-‐01.jpg
- 41. 4 ROADMAP
- 42. Q3 Q4 2014 2015 Planning Unified UX Strategy Product Culture Execution Design Strategy • Experience Principles • Design Criteria • Unified UX Evolution 2016 All work executed should be representative of the strategy. The strategy should remain constant. Scope & Priority • Programs • Platforms • Features • Users Organizational Support • Executive Sponsor • Dedicated UX Resources • Cross-Functional Team Visual Consistency • Surface level, look and feel • Brand Consistency Behavioral Consistency • Common Design • Identify patterns of use Language • Simplify and Streamline Patterns • • • • Create Authority Role (UX-Director) Create JCI – UX Knowledge Base UX Smart Bar • Research Facility/Team Creative Facility • Organizational Shift (Strategic) • UX Center of Excellence Sustain & Grow Evaluate strategy for alignment with current business goals and technology • Time to Market • Strategic Execution • UX as Competitive Advantage • • • • Core Competency Strategic Contributor Shared Ownership in UX UX Pillar (CxO/UX-VP)
- 43. Customer Value User Experience design enables users to be more productive Ease of learning Ease of use Eliminating error opportunities Cohesive products reduces training costs increases productivity reduces rework improves efficiency
- 44. Business Value A coordinated approach to improving and unifying our software experience will contribute return on investment REVENUE Avoiding lost revenue to competitors that have a better user experiences COST Growing unit volumes through higher sales conversion Increasing average revenue per customer Reducing overall development costs through more efficient processes Improving productivity of field operations and service
- 45. The JCI Way (Post-UX) h#p://2.bp.blogspot.com/-‐UZNmTM6Qdrc/Tad99W8OhOI/AAAAAAAAAAw/N3w-‐Fatw0HI/s1600/hipster-‐beard-‐macbook-‐pro1.jpg