ozIA 2008 UX Strategy

ozIA 2008 - UX Strategy

UX Strategy

Steve BatyUX Strategist

the role of strategy in UX projects & teams

About me

UX Consultant

About me

UX Consultant

About me

UX Consultant

About me

UX Consultant

Independent

About meMBA

UX Consultant

Independent

About meMBA

UX Consultant

M.Ecommerce

Independent

About meMBA

UX Consultant

M.Ecommerce

B.Sc (Maths)1996

Independent

About meMBA

UX Consultant

M.Ecommerce

B.Sc (Maths)1996

Independent

Archaeology

About meMBA

UX Consultant

M.Ecommerce

B.Sc (Maths)1996

Independent

UXMatters - uxmatters.com

Archaeology

“It is a matter of life and death, a road to either safety or ruin.”

-Sun Tzu

Strategy

StrategyPlan

StrategyPurpose

PlanResources

Strategy

Opportunity

Purpose

PlanResources

Strategy

Opportunity

Purpose

Compromise

Resources

Strategy

Opportunity

Purpose

Compromise

Resources

Combative

Strategy

Opportunity

Purpose

Compromise

Resources

CombativeAggressive

Competition

CompetitionPositioning

Market

PriceQuality

Fixed pie

Market

PriceQuality

Fixed pie

Competitive advantage

Market

PriceQuality

Fixed pie

Sustainability

Market

PriceQuality

Fixed pie

Sustainability

Industry structure

“Whoever is first in the field and awaits the coming of the enemy, will be fresh for the fight; whoever is second in the field and has to hasten to battle will arrive exhausted.”

- Sun Tzu

Value creation

Innovation

Value creationDefine the future

Innovation

Leverage

Innovation

Core competencies

Configuration

Combination

LeverageScenarios

Innovation

Core competencies

Configuration

Combination

Growing a Vital Team

“What are you working on?”

Designing Future Product and

Service Experiences

Globalization / Localization Standards

Following Trends & Upcoming Technologies

Delivering Funded Projects

Defining Tools & Processes

Design Research

Evangelizing our Efforts!

Experiments / Tech. Playground

UI Guidelines / Design Patterns

Coding Standards

Brand Definition, Branding Guidelines

Workshops & Training

Personas, Scenarios & Models

COMPETITION FOR THE FUTURECOMPETITION FOR THE PRESENT A Blueprint for Managing A Strategic In-House UX

Design Group by Stephen P. Anderson

Between delivering on funded projects and !ghting !res, it can be di"cult to set aside time for any strategic e#orts. Yet for many UX groups, this is where we could add the most value—demonstrating ways in which product or service experience could be signi!cantly better.

While it may be tempting to look for more time or resources for these e#orts, this is really about strategic planning. As leaders inside an organization, we have to be able to defend how every bit of our time—no matter how large or small— !ts into the overall strategic direction. This is especially the case where resources are tight and you have to make tradeo# and priority decisions that don’t sit well with some. I developed this model to help facilitate these discussions and communicate priorities in a way that makes sense to executive management.

Based on the two domains of ‘competing for the present’ (tactical work) and ‘competing for the future’ (strategic work), I’ve found this to be an e#ective way to communicate and rationalize where a team is spending time. With these domains as a foundation, I layered on the principal types of UX activities (research, persona creation, internal evangelism, screen design, etc.) that need to take place in order for us to be successful—over the long run— in our e#orts. This up-front planning has resulted in a balanced, holistic perspective on what needs to happen to be successful. As such, it’s been a great tool not only for planning and communicating, but also for keeping the team on track, focused and accountable.

Box 1Manage the

Present

Box 2Selectively

Abandon the Past

Box 3Create the

Future

Competition for the Present

Competition for the Future

Performance ManagementBenchmark Best Practices

Focus on Today’s CustomersFocus on Today’s TechnologiesFocus on Today’s Competitors

Centralized Resource AllocationLeverage Current Competencies

Growth and InnovationsCreate Next Practices

Focus on Tomorrow’s CustomersFocus on Tomorrow’s TechnologiesFocus on Tomorrow’s CompetitorsDecentralized Resource Allocation

Build New Competencies

CREDIT WHERE CREDIT IS DUE:

This is where MOST OF OUR TIME is spent, creating enhancements tied to product releases...

In this more speci!c, tactical context, a UX Designer makes consistent improvements that enhance product value and in$uence customer experience. However, even the designer’s best e#orts won’t compensate for an inappropriate business approach, or having, in e#ect, “solved the wrong problem”.

This work isn’t what motivates more visionary teams. But this is what demonstrates value in the short-term, earning the trust to pursue other ideas.

This is the exciting part– being able to design things as they should be...

In this more general strategic context, a designer can have a voice in articulating challenges, framing market strategy and designing approaches, thereby in$uencing outcomes.

These artifacts create ALIGNMENT across

the organization

This lets us create a shared UNDERSTANDING

of the design space

Expert Evaluations

“...We see the intersecting of the internet and mobility. Nokia has been a device company and that will remain a lucrative business for years to come, but instead of waiting until we have to change, Nokia is looking ahead and making changes now.”

Capabilities

CapabilitiesCard-sorting

Prototyping Analytics

Forms designUser testing

Gestural interfaces

Industrial design

Design documentation

Surveys & questionnaires

HostingSEO

Interface dev

Application dev

Project mgmt

Capabilities

CapabilitiesNot unique

Not sustainableNot an advantage

“There are not more than five cardinal tastes, yet combinations of them yield more flavours than can ever be tasted”

- Sun Tzu

Core Competencies

C.K. Prahalad Gary Hamel

Core Competencies

Outsourcing

Core Competencies

Iterative design

Outsourcing

Core Competencies

Iterative designUser research

Outsourcing

Core Competencies

Infrastructure

Outsourcing

Core Competencies

InfrastructureService design

Outsourcing

Core Competencies

Outsourcing

Continuous improvement

Core Competencies

Outsourcing

Building social networks

Core Competencies

InfrastructureLogisticsService design

Outsourcing

Core Competencies

InfrastructureLogistics

Inventory management

Service designOutsourcing

Core Competencies

InfrastructureLogistics

Inventory management

Service designOutsourcing

RelevanceImitation

Breadth

UX = ?

usefulness

UX = ?desirability

usefulness

UX = ?desirability credibility (+ trust)

usefulness

UX = ?

usability

desirability credibility (+ trust)

usefulness

UX = ?

usability

desirability

findability

credibility (+ trust)

usefulness

UX = ?

usability

desirability

findability

accessibility

usefulness

UX = ?

usability

desirability

findability

accessibilityvalue

usefulness

Value of UX

Value of UXEssential

Sustainable competitive advantage

Differentiation

DifferentiationLoyalty

Flow-through offline

Defining your strategy

Defining your strategyPurpose

Audience

Purpose

Audience

PurposeGoals

Audience

PurposeGoals

Mental models

Audience

PurposeGoals

Mental models

Context of use

Audience

Purpose

Differentiation

Mental models

Context of use

Audience

Purpose

Differentiation

Dependencies Goals

Mental models

Context of use

Audience

Purpose

Differentiation

Dependencies

CapabilityGoals

Mental models

Context of use

Audience

Purpose

Brand Values Differentiation

Dependencies

CapabilityGoals

Mental models

Context of use

Audience

Purpose

Dependencies

Capability

Experience

Mental models

Context of use

Audience

Purpose

Dependencies

Capability

Experience

Information structure

Mental models

Context of use

Audience

Purpose

Dependencies

Capability

Experience

Engagement

Mental models

Context of use

Audience

Purpose

Dependencies

Capability

Experience

Findability

Engagement

Mental models

Context of use

Audience

Purpose

Dependencies

Capability

Experience

Findability

Analytics

Engagement

Mental models

Context of use

Defining your strategyAmazon books

Huge catalogue

Findability

Ordering

Social/community

Defining your strategyAmazon books

Google search

Huge catalogue

Findability

RelevancePerformance

Scalability

Ordering

Social/community

Defining your strategyAmazon booksCustomer acquisition

Google search

Huge catalogue

Findability

Sign-up

Value proposition

Scalability

Payment

Ordering

Social/community

Defining your strategyAmazon booksCustomer acquisition

Google search

Huge catalogue

Findability

Sign-up

Value proposition

Scalability

Payment

Ordering

‘Ridiculously complex password requirements for a site that stores virtually no personal information other than site-specific prefs. Rgh!’

- Dan Brown

Social/community

Execution

ExecutionMarketing

ITLogistics

ExecutionMarketing

ITLogistics

ExecutionMarketing

ITLogistics

Ad Agency

ExecutionMarketing

ITLogistics

Ad Agency

Interactive agency

ExecutionMarketing

ITLogistics

Ad Agency

Interactive agency

Executive commitment

ExecutionMarketing

ITLogistics

Ad Agency

Interactive agency

Executive commitment

It so often goes wrong

Alignment

Structure

Alignment

Structure

Technology

Alignment

Structure

Technology

Skills

Alignment

Structure

Technology

Skills

Alignment

Structure

Technology

Skills

Leadership

UX Teams

UX TeamsResearch and nail it or iterate?

Staff experience

Genius design

Staff experience

Specialists or generalists

Genius design

Staff experience

Genius design

Staff experience

Patterns

Genius design

Staff experience

Patterns

UCD or ACD

Competitive Advantage

“So, why choose you?”- Seth Godin

Differentiation

Sustainability

Differentiation

Sustainability

Difficult to imitate

Strategic thinking

Strategic thinkingChange the game.

References

Execution is everything - Steve Baty

Questions to ask for any UX Project - Steve Baty

User Experience Design - Peter Morville

Morville’s facets of UX refined? - James Melzer

Explaining Core Competence - Mind Tools

Nokia morphs itself from within - BBC

Your competitive advantage - Seth Godin

Managing a strategic UX team - Stephen P. Anderson

Jimmy Wales on Wikipedia - Xark!

The Art of War - Sun Tzu

Where software vendors should focus - McKinsey & Co

Steve Baty

Twitter: docbaty

Steve Baty

Twitter: docbaty

Email: stevebaty@meld.com.au

Steve Baty

Twitter: docbaty

Web: www.meld.com.au

Steve Baty

Twitter: docbaty

Web: www.meld.com.au

Slideshare: www.slideshare.net/stevebaty

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